AUGUST 9, 2026
The Best Marketing Move in Beer
A $240 beer that barely turns a profit might be the best marketing move in the entire industry. Samuel Adams Utopias hits 30% alcohol and is banned in 15 states. Founder Jim Koch calls it a labor of love. What it really does is make every other Sam Adams look more premium by association. Spend years perfecting a $240 bottle, and people imagine the care going into the $12 one. This is the non-obvious power of the Halo product. It exists to prove what you're capable of, not to sell. #MarketingStr
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How It All Started
A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
