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Jim Koch, founder of Boston Beer Co., center, shows off a trick to make beer foam up in his company's patented beer glasses with Oceanside Ale Works co-founders Mark Purciel, left, and Scott Thomas during a break in filming for Bloomberg's "Mentors" television series at the Samuel Adams Brewery in Boston, Massachusetts., U.S. on Wednesday, Sept. 1, 2010. Koch founded Boston Beer, brewer of the Sam Adams brand of beers, in 1984. Photographer: Kelvin Ma/Bloomberg via Getty Images