When I read this book I wasn't much interested in business and although I do enjoy a brew occassionally I don't harbor a special interest in beer. A friend recommended this book and I wouldn't say he has a special interest in business or beer either. I reluctantly gave it a try and really enjoyed it. The writer gives the average reader a good idea how marketing, keeping up with the "times", and how not just having a good product can affect a business. It is very interesting to see how a dynasty can grow over a century or so. I don't think you have to be from Colorado to find this book interesting and I believe it should be a required read by business programs.
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