When Jim Koch first brewed his great, great grandfather’s beer recipe in his kitchen in 1984, he might not have been able to anticipate the exciting future ahead of him. This homebrew eventually turned into Samuel Adams, a beloved beer brand credited with starting the craft beer revolution. Like so many great things, Samuel Adams got its start in Boston, and that family recipe is now known as Boston Lager, Samuel Adams flagship style.

Recently, however, they felt that while they had a solid base of Sam Adams fans at the core who grew with the brand, they needed to attract a newer, younger audience. They called long-time partner Moxie Sozo to help introduce a new line of innovative beers through packaging that was bold, fun, and swimming in personality.