But when it comes to building both a recognizable and memorable brand image, Koch’s ‘arrogance’ has helped him to become one of the true visionaries in the craft beer industry.
His latest endeavor, ‘The Craft of Stone Brewing Co.’ is a 200-page journey through the history of the brewery he founded in 1996 with business partner Steve Wagner.
Despite being the arrogant bastard that he is, Koch has embarked on a nationwide book tour to interact with his biggest fans and spread his gospel on craft beer.
“I would be lying if I didn’t say I didn’t enjoy sharing a pint and talking to people whatever came to mind over a beer,” said Koch. “That is one of my great joys in life.”
In each of the cities he visits, Koch has made an effort to include ‘lecture’ stops along the way — telling his tale to other hopeful entrepreneurs and students.
“I always like sharing what I think is the best advice I could ever give- which is to do it your way” Koch said.
The book will not only peak the interest of entrepreneurs looking to learn the business aspects of running a brewery, but more than half of the books pages are dedicated to the true beer geeks.
Homebrew recipes, the story behind each of Stone Brewing’s beers and even recipes from their World Bistro and Gardens are featured.
Koch’s book tour continues today in Asheville, North Carolina. Additional stops in Chicago and throughout Ohio are also planned.
For more information or to find out if Greg is coming to your town visit: http://www.stonebrew.com/book/