With a current shortage of hops, beer prices are likely to rise! But Sam Adams (the brewery) has come to the rescue. On their website they are offering craft brewers the option to purchase below cost hops. Why would Sam Adams do this? Perhaps it is because the company feels a need to help the rest of the brewers in the industry.
Perhaps though if people enjoy craft beer, they will purchase more Sam Adams. This may be the opposite of the Starbucks effect, where Starbucks promote coffee drinking at local coffee shops by increasing the demand for coffee through advertising in a local market (see a recent slate article).
Lets all raise a Sam Adams to Jim Koch, brewer and beer patriot.
h/t to Yumsugar