Samuel Adams founder says craft brewers face tough market, but 'AI can’t brew beer'

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Samuel Adams founder Jim Koch says America’scraft brewersare facing a tough business climate, as rising costs, tighter margins. a crowded marketplace put pressure on independent brands.

But Koch, who helped build Boston Beer Co. into one of the country’s best-known beer companies. says he remains "very optimistic" about the future of craft brewing because the industry still has something technology cannot replicate.

"Over the last four decades, we've seen trends come. go, consumer tastes change, and new challenges emerge, but what hasn't changed is people's desire for authentic, high-quality products made by dedicated people," Koch told FOX Business. "AI can'tbrew beer."

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Jim Koch stands for a portrait at the Samuel Adams Brewery in Boston, Massachusetts, on Sept. 1, 2010.(Kelvin Ma/Bloomberg via Getty Images / Getty Images)

Koch’s comments came ahead of Samuel Adams’ announcement naming Soul Mega, aWashington, D.C.-basedbeer brand, the 2026 winner of Samuel Adams’ Brewing & Business Experienceship, a mentorship program that gives emerging craft brewers access to business guidance, industry resources. the chance to collaborate on a specialty beer.

Koch said many up-and-coming brewers are facing the same types of obstacles he encountered nearly 40 years ago when he launched Samuel Adams.

"Many aspiring craft brewers are in the same position I was nearly 40 years ago, working their butts off to create an enduring business, which is why the Brewing the American Dream program. its signature Brewing & Business Experienceship were created," Koch said. "These brewers have a great concept and passion, but lack nuts and bolts business advice and access to resources."

Soul Mega was selected after Samuel Adams’ annual Crafting Dreams Beer Bash on June 11 in Brooklyn, where six finalists poured their beers. pitched theirbusinesses to guests.

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Soul Mega team members pose at the brewery’s table during Samuel Adams’ Crafting Dreams Beer Bash in Brooklyn. New York, on June 11, 2026.

The company began as a homebrewing project in 2011 before becoming a commercial brand in 2019. It has since expanded across the Mid-Atlantic and landed placements at retailers including Whole Foods Market and Total Wine.

The craft beer industry has been under pressure. with the Brewers Association reporting a production decline in 2025 amid broader softness in beer sales.

"Small brewers are dealing with rising costs, tighter margins,. the ongoing challenge of trying to get noticed in a crowded marketplace," Koch said. "The good news is that craft brewers are resilient,. their communities show up when it counts, which is the main reason we’ve seen such exponential industry growth with over 10,000 craft breweriesopen in the U.S.today."

For Koch, this year’s Crafting Dreams Beer Bash underscored why he still believes in the future of the industry.

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An attendee drops a ballot during Samuel Adams’ Crafting Dreams Beer Bash in Brooklyn. New York, on June 11, 2026.(Samuel Adams)

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"Seeing the finalists. entrepreneurs gathered at this year's Crafting Dreams Beer Bash was a great reminder of what makes craft beer special," Koch said. "The success of this industry has never been about one brewery. It's about an entire community of passionate brewers and drinkers who are raising the bar together. We are all independent brewers, and we succeed together or not at all."

Since 2008, the Brewing the American Dream program. its signature Brewing & Business Experienceship have helped provide more than $123 million in funding to more than 4,600 small businesses and supported the creation or retention of more than 12,300 jobs, according to Samuel Adams.

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