Samuel Adams Brewing the American Dream is a signature cause and issue leadership program focused on increasing the success of small food, beverage, craft brewing, and hospitality businesses nationwide by combining expert business coaching
and advising with access to small business capital. In partnership with Accion, the country’s leading nonprofit microlender, the program helps Main Street entrepreneurs thrive. Local “Speed Coaching” events in more than a dozen cities have become an integral way to enable employees and business partners to meet face-to-face with entrepreneurs and lend their expertise.
Since leading the Boston Beer Company team through a signature program development process in 2007, Cause Consulting served as a program strategist and execution partner. Our process included identifying the cause niche; helping to architect the core partnership with Accion; designing the innovative charitable investment structure; and crafting the program name and brand. As a strategic advisor, we counseled on program strategy and expansion; communications; local and national events; employee engagement; leadership positioning; cause-related sales promotions; social media development; and other areas.
Today founder Jim Koch is positioned as a national champion for lower and moderate-income small business owners in the food, beverage and hospitality industry. Samuel Adams has participated in leadership gatherings such as the Clinton Global Initiative (CGI) America , Cause Marketing Forum , and A Billion + Change , and has received numerous awards including the prestigious Committee Encouraging Corporate Philanthropy Founder’s Award for Excellence. The program successfully engages distributors; increases employee engagement and morale; launches new beer and food products; strengthens relationships with government officials; raises money for micro-loans; and enhances the drinker experience. Since inception, the program has generated close to 1,000 loans totaling $8 million to support small businesses and has provided business coaching to close to ten thousand entrepreneurs.