Boston Beer Co. Founder C. James "Jim" Koch

Boston Beer Co. Founder C. James "Jim" Koch

Kelvin Ma/Bloomberg

Through a combination of in-person proselytizing and folksy TV ads, Boston Beer Co. Founder C. James "Jim" Koch created widespread awareness in the 1980s and 1990s that there was more to beer than what the major U.S. brewers and European imports were offering.