Last month, Tony Magee, owner of California's Lagunitas Brewing Company, sent out a series of Tweets that took exception to the release and marketing of a new brew that directly encroaches on its turf. The brew in question is Samuel Adams' Rebel IPA, a “West Coast Style” beer that’s not unlike Lagunitas’s most popular beverage. What’s more, Magee said that Koch and the Boston Beer Company was crossing the unspoken craft brew line by putting Lagunitas and other brands in the crosshairs.
“Learned that SamAdams’ Rebel IPA marketing plans incl specifically targeting our biz as well as other craft IPA. Flattering & sad, it is,” Magee wrote in one Tweet. “BB specifically told our distribs in common that they were going t TAKE r tap handles everywhere they could,” he explained in another. “That’s a directed attack … Imagine someone threatening your children…”