During his very first sales call, Jim Koch learned the importance of selling skills. Those skills have been, and continue to be, a key foundation of Boston Beer’s success. We are proud to say that Boston Beer has more than 400 of the best-trained and most respected sales people in the industry. We are committed to making the best craft beers in the country - and our sales team gets ample training so they can be the most knowledgeable beer consultants in the market.
Our sales force includes both regional field sales and a national accounts team. We don’t have brick & mortar regional offices, so our sales team spends most of their time in the market – we actually have people in all 50 states. Our local teams get together throughout the year to share experiences, creative thinking, and of course, to enjoy some beers.
Many of our regional sales employees are Brewery Representatives. They are responsible for selling our beers to bars, restaurants, and off premise retail stores within their territory. Their typical day includes between eight and twelve sales calls as well as building retail displays, rotating beer for freshness, hosting events and promotions, and doing draft quality audits to make sure our beer is as good as it gets. More importantly, they build relationships with accounts and wholesalers, find creative ways to keep Samuel Adams available and visible in the market, and educate our drinkers about our beer.
As for career paths, at all levels within the sales force, we aim to promote from within. We make big investments in our people, and promoting from within is the best way we can keep our corporate culture strong and a sharp competitive advantage.