Today, I ran across an article in a local mag. The lede reads, Snubbed: Why Raleigh isn’t a top 10 emerging beer town.

The article is a response, of sorts, to a listicle in the Seattle Post-Intelligence: America’s Top Ten Emerging Beer Towns.

The list in the SPI doesn’t bother me much. I don’t see anything in it that’s necessarily out of place, and besides which lists are lazy journalism. Lists are what happens when somebody has to get an article out but doesn’t want to take the time to actually write an article. It’s why BuzzFeed exists. It’s not based off of research or any sort of really quantifiable criteria, it’s based off of personal experience, and it’s largely opinion regardless of the fact that this dude thinks he’s got some sort of repeatable experiment. It’s fine. You could also title this article, “10 Emerging Beer Cultures That I Have Recently Visited and/or Read About”. “Top Ten” is click bait. You’ll also note that it leaves off Washington DC and Richmond, VA, both of which have fantastic emerging beer cultures.

No, what bothers me is the thesis of the TBJ article which is bold and clear in the last paragraph:

Perhaps Raleigh isn’t making recent beer lists – not because there isn’t a plethora of breweries to choose from – because these breweries aren’t doing anything to stand out.

Let me posit another hypothesis: Maybe Raleigh isn’t making recent beer lists because of lack of media support in our local markets. I mean, how else is some guy from Seattle supposed to know that we have a great beer culture? Right now, he reads your article and his response is, “Nailed it.” Nothing to see here, move along.

Now, look, I realize that negative and controversial headlines move papers, but what happened here is that an article got published in a market across country. That didn’t mention North Carolina at all and the TBJ wrote a followup that specifically calls out our local market in a negative way. Thanks for the support guys! Can’t wait to invite you to our next party!

Raleigh – no, I’m going to talk about the entire Triangle, because it takes up the same geographical space as some of the other emerging beer towns in the U.S., and actually includes all 32 of the breweries that are referenced in the TBJ – is one of the fastest growing beer areas in the country. Alongside those 32 breweries we also have another 10 breweries in planning (30% increase!) that I know about and probably more that I don’t know about.

In those 32 breweries, in the last year alone, we have a World Beer Cup Gold Medal (White Street, for their Kolsch), a World Beer Cup Silver Medal (Lynwood Brewing Concern, for their Black IPA), and a GABF Bronze Medal (Carolina Brewery for their Oatmeal Porter). We have 10 medals from the U.S. Open Beer Championship (LoneRider, Silver, Porter; Lynwood Brewing Concern, Bronze, Dry Irish Stout; White Street, Bronze, Foreign Extra Stout; LoneRider, Bronze, Barleywine; White Street, Bronze, Black IPA; LoneRider, Bronze, Black IPA; Fullsteam, Gold, Cream Ale; Fullsteam, Silver, Vegetable Beer; LoneRider, Bronze, Chocolate Beer; Mystery, Bronze, Wood and Barrel Aged Beer).

So, you know, whatever. Nothing special. Except for the worldwide recognition of excellent beer across a vast range of styles. Yawn.

Fact is this: The Triangle is a great place to have a beer. Is there a lot of “boring” beer out there? Sure. There’s a lot of Pale Ale, IPA, Hefeweissen, Porter, Stout, Kolsch, and whatnot out there, and the slice of the market that is Double Sour Imperial Cucumber and Chive Stouts is fairly small. You know why? Because that’s true everywhere. This country’s beer culture is built on those every day beers. The reason they’re everywhere is not that they’re boring, it’s that they’re good. You think they’re the same everywhere you go? Line up 30 IPAs from Raleigh/Durham’s breweries and get ready for a rollercoaster. They’re all vastly different and all amazing in their own way. We wouldn’t have a beer culture in this country if it weren’t for those every day beers being the inspiration for beers that would become every day beers: Sierra Nevada Pale Ale, Sam Adams Boston Lager, Anchor Steam, etc.

I can make a long list of classic American beers that sound like they don’t “stand out” but that the backbone of this country’s beer industry are built on.

But here’s the other thing about this article. The original criteria of the listicle as reported by the TBJ is this (emphasis mine):

To get on this list, “you need one or more great, veteran brewers in that culture; people others can learn from and emulate. And, most of all, you need a population that’s avid, open-minded, culturally aware, adaptable, adventurous and ready to embrace the Journey along with that new brewery,” the blogger writes.

So, I ultimately read this TBJ article as a slight against our beer drinking population. Raleigh/Durham drinkers, are you really going to take this? I read here that you’re not open-minded, culturally aware, adaptable, adventurous, or ready to embrace a new brewery. To me, the way the TBJ article reads, regardless of the quality of the beer – which is clearly there – we’re not an emerging beer culture because of the quality of the drinker. The crowd at my pub suggests that this isn’t true, but I’m not out drinking with you.

Here’s my call to action: Prove that shit wrong. I know you’re better than that. I see people coming out to our “Sour Sundays”, I see complex and interesting beer styles being gobbled up, I see local support for local breweries every day. And while maybe the author of this article didn’t do the best job doing local research before publishing a nastygram, maybe she shouldn’t have had to do research to know how much local drinkers dig the local beer scene.

So, go forth, drink local, support local, and let’s make sure that articles like this never darken our local media again.

Dear Ms. Kurry, I would like to personally invite you on a tour of the Triangle’s breweries to show you that they are anything but unspectacular. We’ll start here at Mystery and I will personally drive you around all day to make sure we hit as many phenomenal spots as possible. I’m afraid that all 32 breweries may not be possible in one day, since that amounts to 4 per hour in an 8-hour period (to say nothing of drunkenness), but I’ll get you to at least 10 that will blow your socks off. Drop me an e-mail, we’ll make it happen.

Tags Categories: op-ed Posted By: erik
Last Edit: 24 Jul 2014 @ 12 50 PM

EmailPermalinkComments (1)

 14 Feb 2014 @ 8:00 PM 

I’ve been kind of struggling over whether or not to write this. Partly because it comes off as something of a “woe is me” kind of post and partly because it looks like an excuse, but in reality it’s just me being frustrated and venting. So, hi, I have a blog.

Well, it IS something of a “woe is me” post, I guess. But, here goes.

Here at Mystery, we use a lot of specialty malts. You could probably argue that the only thing that we use is specialty malt because we don’t use any base 2-row malts. All of our base grain is either Pilsner Malt or Maris Otter depending on the style. For a handful of our brands throughout the year, we use very specific malts because of a very specific flavor we get from it.
DSC_0041
Let me explain that last sentence. One some very base level, malt is malt. The Cara malt from Crisp will get me the same basic flavor as the Cara malt from Simpsons, which will get me the same basic flavor as the Cara malt from Patagonia or a blend of Crystal 10 and Crystal 20 from Briess.

It’s not entirely true. They all have their own character, but when blended into an overall beer the only people who are really noticing those things are the people inside the brewery that have been around since last year’s run of the same beers and have tasted them a LOT. That’s just 3 of us, really.

We have some ingredients, however, that have very specific characters that we feel aren’t reproducible in other malts. The one that specifically jumps to mind for me – primarily because I’ve been having a problem with it – is Simpsons Golden Naked Oats. It is, without a doubt, one of the primary driving flavors in Six Impossible Things, our Chocolate Breakfast Stout (and pretty much our most popular beer). I haven’t been able to find anything that tastes the same. We have a handful of grains like that. They’re normally from small foreign producers. You’re probably already guessing what I’m going to write about.

This winter in particular, our supply chain has been a complete disaster. We’ve had orders come in wrong, we’ve had orders get lost, we’ve had deliveries show up a week late. It’s been one thing after another. In the case of our oats, we bought the last few bags in the entire Southeast in mid-January after being out for the better part of a month. I had to buy two more bags from a homebrew shop to do another batch of beer. As near as I can tell there are no Golden Naked Oats in the US. Anywhere.

The container that the oats are supposed to be in left England (which, of course, has been experiencing catastrophic flooding) late. It got caught in a storm on the Atlantic Ocean. Twice. It was finally supposed to arrive this week just in time for the winter storm that hit this weekend. Once it finally gets unloaded and goes through customs it has to take a truck to Minnesota where it’ll get portioned out to more trucks who will then get it to warehouses around the country around a week after that at which point I will finally be able to order it ASSUMING that order is handled correctly.

So what’s the result? The result is that I stop producing my most popular seasonal beer because I, quite literally, cannot do it. It’ll be weeks or longer before I get it back out in the market, at which point it’ll be mid-spring and totally out of season. It’s frustrating.

So, why the bitch session? Because nobody can see it. To my distributor, to bars and restaurants, to customers in my pub, I’m just not making enough beer, and I’m not making enough of something that will make all of them happy, too. It’s an excuse. What do you mean you can’t get oats? I can go get Quaker Oats at the grocery store and bring you some.

No, you can’t.

And I feel very responsible for the fact that every piece of the chain below me is disappointed, and I feel, too, that I have no recourse in the supply chain above me. Not just for this instance, but for anything.

What am I going to do? Not order again from my largest supplier? Hold them financially responsible for the fact that I’m losing business because they can’t get an order right? What leverage does a small brewery really have? We can’t order in all of the grain for the year up front. We don’t have that kind of cash, much less that kind of storage space. I would imagine that most small breweries are in the same boat that I am.

In a lot of ways, this seems like it would be so much worse if I had a flagship. At least now I can call it quits on a brand and move on to the next season, better luck next year. What happens if you have one of these things happen to your flagship? You change the recipe? Change the flavor? Screw consistency?

So, the next time you see a brewery with what looks like supply problems, maybe think a little bit about how supply chain makes a difference.

Tags Categories: industry, ingredients, seasonality Posted By: erik
Last Edit: 14 Feb 2014 @ 08 00 PM

EmailPermalinkComments (4)

Weird article, right? I know. I just got back to my hotel room. I’m in between sessions on the Saturday of GABF 2013. I’ve had about 3 hours of sleep and my mouth still kinda tastes like whiskey (and a little like shitty cigar), so I’m definitely not at my finest. With all of that, you could probably construe this article as me being a sore loser. In reality, writing is my way of dealing with things; this is a lot closer to therapy for me and you just get to read it.
gabf13_logo_inside
Lucky you.

I’m disappointed. I can’t imagine any brewer who doesn’t get a medal not being disappointed. After all, we don’t get into this business to make mediocre shitty beer, and if I didn’t think my beer was fantastic I probably shouldn’t have started in the first place. You spend a LOT of money and a lot of time getting out to this thing, and it’s an exhausting, insane, shitshow of a week. You kind of want to get something out of it.

I came to the GABF this year knowing that I was at pretty long odds to pick up a medal today. Here’s why:

  • We’re pretty new. We’re still getting a lot of our processes down. And while I’m pretty confident in our ability to make great beer, I’m not 100% on our process for shipping a handful of bottles across the country for a competition. Let’s face it – we’re just getting into bottling now. We bottled these beers on a 90 degree day, put them in a cardboard box and shipped them overnight to Colorado. That beer sat in the back of a hot van, shook its way onto an airplane somewhere, it flew in a cargo container across the country before getting into another truck, hopefully making it there without breaking, and then finally, sitting in a warehouse for a month or more under unknown conditions.And, yeah, look, I know. A LOT of other breweries have the same thing going on, and I’ll get back to that later. I’m saying – I don’t know how my beer was when it got to judging because I don’t know how good our process is for doing this. We made it up.
  • We’re seasonal only. The beer we sent into the competition was the beer that I was pretty sure we’d have around when we had to send samples into the competition. It’s not like I had flagships to send.Funny story: Out of all of the beers we’re pouring at the festival, only 2 are currently available on the market in NC and those two are just a little left over from our summer brands and will soon be gone. We’ve moved on. It’ll all be back next year, but by in large we came to CO to pour beers that we no longer have in stock.
  • We’re not style brewers. Frankly, I don’t give a rat’s ass if my stout meets the perfect metrics of a Foreign Extra Stout. I made it that way because it tastes good. But in what category do you put a Foreign Extra Stout made with Lemons and Lemongrass? Herb and spice? Experimental? We put it into fruit beer because why the hell not? What about our wheatless Berliner Weisse, or our English-Style Black IPA? We’re just not built for competition. I never have been as a brewer, the GABF will be no different.

I’m still pretty disappointed.

It’s nice to have people come up to the booth and tell us that the beer is great. It would be awesome to have a piece of hardware. Shit happens, eh?

Here are a couple of observations that I’ve been going over in my head:

  • The majority of the winners were states that were really close to the GABF. Makes you wonder a little bit about how much travel effects the beers that are getting judged. I mean, look, you’ve got two CO brewers and a CA brewer that just opened up shop in NC so that they could avoid shipping beer across the country because of the toll travel takes on the product. Funny that we should be sending beer back the other direction and expecting it to be great, isn’t it?But hey – I don’t want to take anything away from the winners – I tried quite a few of the winning beers and they were fantastic. On the other hand, I also had some fantastic stuff from breweries outside of the western 3rd of the U.S., too. It would be really interesting to see the GABF on the East Coast sometime to see how beers from CO and CA made the trip, or to see if there’s a different judging pool in a different geographic location.
  • There are 140-something categories in the BA Style Guidelines, but there are 84 medal categories. That means that a lot of those sub categories are getting mixed together, which means that if you have something fairly rare or special that you’re putting into one of the sub categories, at some point you’re getting lumped in with beers that are potentially very different than what you entered.I know how judging normally works, and I know that GABF is fairly unique, but if I got this right it should go something like this: Everything gets tasted and scored. Beers that score over X are all put in a medal round. Scores from X – Y are bronze, scores from Y – Z are silver, scores over Z are gold (which is why there are sometimes categories without a particular medal awarded). Beers are are in those ranges get tasted again in a “best in category” ranking and whichever one wins in that mini competition gets the medal. (Someone please correct me if I’m wrong, this is how I understand it.)

    Now, let’s pretend your brewery made a Gratzer, which is a low alcohol, delicate, light, smoky Polish style beer. It’s got it’s own category (27E!) and style definition. In judging, however, it falls under “Smoke Beers” which is a huge category with a lot of BIG beers in it. Even if your brewery made a really fantastic gratzer and it was considered for a medal, if it went up against – I don’t know – a Smoked Russian Imperial Stout, then your delicate little gratzer gets really enormously overwhelmed in a tasting. And I think this is true regardless of how good the judges are. Judging is pretty subjective and pretty tiring to the palate, especially when you’re tasting really big aggressive beers like.. well… smoke beers. I’ve judged a lot of competitions and I know, too, that when it comes down to final rounds it can often be a matter of a subjective whim of a judge.

    I’m not saying this happened. But I do feel like a lot of my beers are pretty delicate, and it’s what makes them good. They’re never going to stand up against giant smack-you-in-the-face flavors, and that’s why we’ll never do well in competition, but I think that blending categories together (out of necessity, I know) exacerbates that problem.

    The solution is for me to lower my expectations.

And that’s it – for now. Until someone is douchey to me in the comments and tells me that my beer sucks (you’re wrong).

I’ve been a Red Sox fan for a long time, and so like I’ve been so used to saying in the past: Better luck next year. We’ll get ‘em.

Congratulations to all of the breweries at the GABF – not just the ones who won. There has been some really outstanding, amazing beer. Kudos and thanks for keeping beer great.

Tags Tags:
Categories: Brewers Association, brewery, industry, seasonality, travel
Posted By: erik
Last Edit: 13 Oct 2013 @ 12 01 AM

EmailPermalinkComments (9)

 08 Aug 2013 @ 11:00 AM 

Yesterday, we announced over at Mystery Brewing Company that, as of September 1st, we’d no longer be offering refunds on growlers. Since this decision looks like it’s coming a little out of left field, and because I’ve always wanted this blog to be a little behind-the-scenes-ish for the brewing industry, I thought I’d take the time to lay out my reasoning behind why we’re doiing this.

Reason #1: Cleaning Growlers Sucks

It’s incredibly time-consuming and incredibly wasteful. To be fair, we don’t have a top-of-the-line growler cleaning machine, but that’s primarily because – as near as I can tell – one doesn’t exist. Here’s how we clean growlers right now:

  1. Remove the growler from the box that it was returned in.
  2. Remove and discard the cap, remove any stickers, price tags, or anything else that has been affixed to the growler.
  3. Rinse the growler with water (with one of those homebrew jet bottle washers).
  4. If anything particularly nasty has come out like cigarette butts, cockroaches, mice, used bandages (ALL TRUE) or anything similar, discard the growler.
  5. If not, put the growler onto the growler washer for a caustic rinse.
  6. After the caustic rinse, manually inspect the growler for stubborn stains, flies, cracks, chips, etc.
  7. If there are stubborn stains, put the growlers to soak in a hot caustic solution to remove those stubborn stains, flies, etc.
  8. If there are cracks, chips, etc., immediately discard the growler.
  9. After the caustic rinse and/or soak has been completed, each growler is rinsed with sanitizing solution to both neutralize the caustic and get it ready for fills. If you’re not filling as you’re cleaning, each growler is then re-boxed upside down to allow liquid to drain.

THEN when we fill them we re-inspect them (to make sure nothing’s happened inside, or someone hasn’t missed something earlier in the process).

Cleaning growlers is incredibly time consuming. Through 2013, cleaning growlers has been almost a full-time job at Mystery. It’s our estimate that we spend up to 30 hours of employee time every week cleaning growlers on an average week. If you count the amount of money that goes toward cleaning chemicals, water, caps, tape, and growlers that we just plain have to throw away because people are disgusting, on top of employee time, then every time we get a growler back from the marketplace that we need to clean, our profit on that original fill has been completely wiped out. If we were to get that same growler back again (which we have no good way of tracking), we would lose money. Losing money is not a good way to run a business. So the decision is partly an economic one.

Could we cut corners? Sure. But then our growlers would be gross. That’s also not a good way to run a business. Particularly one that relies on repeat purchases.

Reason #2: Growler Returns are a Logistical Nightmare

Getting growlers back from stores isn’t efficient or easy, either. Rather than just making a delivery to a store, you are now requiring a driver to go through the exercise of collecting and transporting empty bottles. Among the issues here:

  • Store employees often don’t sort growlers by brand, requiring a driver to go through box after box of empty growlers in order to make sure that they’re not paying a refund out for a growler that they’re not supposed to be picking up.
  • Since growlers often come back from consumers dirty, they often attract pests (normally thousands of fruit flies). Because of this, many stores keep growlers in locations away from everything else – at the bottom of a flight of stairs in the basement, locked in a storage shed outside the store, or even in multiple locations around the store.
  • Empty growlers rattle around in a truck much easier than full growlers. They’re much more likely to break when they’re empty because they don’t have mass keeping them in place.
  • The cardboard boxes that we use deteriorate as they go from warm to cold environments or dry to wet environments or any combination thereof. They break, they rip, the tape falls off, they have three or four different brands on them. Sometimes stores throw them out altogether and there is no good way to pick up empty growlers except for “loose.”

The crux of the issue here is that having a driver pick up empties adds a significant amount of time onto their route, and often adds an extra level of training and complexity, so it’s also inefficient and costly to the distributor.

Reason #3: Retail Growler Fills are now legal in NC

This summer, the North Carolina Legislature passed a law allowing retail growler fills in North Carolina (Session Law 2013-76). While the rules for this are not yet in place and it is not currently legal for retail establishments to fill growlers, it will be very soon. We anticipate that this will greatly reduce the amount of growler sales we make across the board.

Simply put: If a store can buy a keg from me and fill growlers with it, thereby making a much larger profit, why would they buy pre-filled growlers from me? Sure, some will, but many will not. Among the largest proponents of the retail growler law are Total Wine and Whole Foods, both of which have growler filling stations in other states, both of which are enormous potential customers for us when it comes to retail packaging. We’d rather sell them bottles than not sell them growlers. Or, better yet, sell them bottles and kegs so they can fill growlers themselves.

Reason #4: We’re Moving Into 22 oz. Bottles

And there it is: We’re moving into the bottle market. We’re interested in going into smaller packages that have a lower cost for us (growlers are crazy expensive), more portability, and lower cost in the marketplace. We’ve been told that in all cases in the local market, when a brewery has gone from offering growlers-only to growlers and bottles that their growler sales have dropped precipitously.

Reason #5: We Just Don’t Want To

We, the staff at the brewery, find growlers to be incredibly cumbersome and unpleasant.

Cleaning growlers is one of the grossest jobs we have. It’s full of old stale and rotten beer smells, mold, flies, and broken glass. We spend a lot of time with vinegary beer splashing on our clothes and ourselves, we spend hours wearing layers of protective gear as we clean them to keep chemicals off of us, or keep broken glass off of us. We spend hours scraping price tags and old stickers off of them. It’s just not nice. If we can make a more pleasant working environment while getting beer out to people in a better and more efficient way, we absolutely will.

In Summary

Growlers have been an important part of Mystery’s growth. In our first year, growlers made up a significant amount of our income. They have been an important part of getting our brand into the state and into the consciousness of state’s beer geek population, but we feel that with the combination of process problems inherent in growlers alongside the future of the marketplace (as we see it), that our time with them as a packaging option in bottle shops and grocery stores is coming to a close.

We’re excited to get smaller and better packaging out and we think everyone else will be excited to see it, too.

Tags Categories: brewery, distribution, Mystery Brewing Company, NC Beer, packaging Posted By: erik
Last Edit: 08 Aug 2013 @ 11 16 AM

EmailPermalinkComments (3)

 17 Jun 2013 @ 11:35 PM 

Since Mystery Brewing Company‘s appearance on Crowd Rules in May and the introduction of our brand idea on a national scale, I’ve seen a fair amount of discussion online (and in my inbox) about our “no flagship brand” model with varying degrees of agreement or disagreement. I thought it might be a fine time to talk about what seasonal-only brewing means to us, how we do it, why we do it, and why I think that it’s the future of craft beer.

Why seasonal-only?

It’s easy: people love seasonal beers.

This idea didn’t just come fully formed into my head. Back when I attended my first Craft Brewer’s Conference, one slide during Paul Gatza’s State of the Industry presentation kept sticking in my head. I might get into a bit of trouble by pulling this slide out of an industry-only presentation, but here it is from 2013. It’s looked pretty much the same way for the past 4 or 5 years:

Taken from CBC 2013 State of the Industry presentation

Taken from CBC 2013 State of the Industry presentation

Seasonal: #1.

And, yes, IPA is coming up strong because IPA, but you’ll notice that the other big climber is “Variety.” These trends look the same year after year and they read to me like this:

People are no longer brand drinkers. They’re portfolio drinkers.

It’s always amusing to me that an industry that spends so much time trying to define itself as “not industrial lager” bases its primary business model on the industrial lager model, which is the flagship model: Make one beer, make it well, make it as cheaply as possible, use other brands to keep competitors off the shelf.

There’s two obvious reasons why this model has worked so well and why it’s been adopted by the craft industry.

  • In the early craft market, when there wasn’t a lot of brand recognition for craft beer, much less craft brands, it was a lot easier – and better for business – to emulate the big brewery model. In the 1980s and even the early 90s, it was necessary to have big iconic craft branding to stand apart from and against the industrial lagers.
  • It’s the way distributors operate. Distributors are built around selling core brands and selling them well. Since distribution was key in the growth of craft across the country, craft breweries adopted the flagship model in order to move their beer.

But this isn’t your daddy’s beer industry any more and drinkers have moved on from the core brand model. A quick look at Rate Beer, or Beer Advocate, or Untappd – or even the fact that those sites exist – will show you. Very few craft fans buy one brand and drink that one brand. Drinking variety is a badge of honor, sometimes even literally.

A few years back, when I was just getting into the beer industry, I saw the results of a survey that showed that when people had a beer that they identified as their favorite – a brand that they were loyal to – they bought that beer, on average, once per month. The same survey showed that they consumed beer several times per week, and often 2 – 3 beers at a time. Some loyalty, huh?

(I really wish I could find that survey and link to it and/or see the results of those questions today.)

The young members of the drinking market – the kids just turning 21 years old – have something that their predecessors never had: vast variety. Any young drinker that walks into a beer store today is faced with not 10, not even 100, but thousands of varieties of beer. I can get 55 different pale ales at the store near my house. And that brings me to two different questions:

1) How could anybody choose just one of those without trying a ton of them?
2) With that much competition already in the market, why on earth should I make a pale ale?

If you’re a craft drinker, ask yourself these questions: When was the last time you weren’t interested in trying something new from a brewery you like? When was the last time you didn’t want to try something from a new brewery? When was the last time you bought the same beer more than a couple of times in a row?

See? It’s happening to you, too. Variety is king.

What we mean by seasonal-only brewing

Based on that information, I decided to pursue the idea of seasonal-only brewing. There were a couple of different facets to the decision. One of them was to capitalize on the fact that people enjoy variety and enjoy seasonal beers. It’s what people buy the most, and so it seemed natural that they would also buy our seasonal beers. The other was to differentiate our brands, and not just make another golden, pale, amber, porter, stout, IPA lineup, but to actually fit into the niches that were open in an already-crowded beer market.

One of the main misconceptions about our model is that we’re just flying by the seat of our pants and have no idea what’s coming next. In reality, we have a set schedule that we brew by that is based on both style and season. It works like this:

Click for a larger version of our seasonality chart.

Click for a larger version of our seasonality chart.

We have four style categories that we brew in: Session, Hop Forward, Saison, and Stout.

Each season we make something seasonally appropriate within that category, and we repeat that beer each year. So, just like every other seasonal brand in the country, each beer comes out once/year, is consistent with how it tasted last year, and will be back again next year when it is again seasonally appropriate.

You can click into the graphic, but I’ll break down the styles for you here in text.

Session Line

  • Gentlemen’s Preference, Belgian Blonde Ale (Spring)
  • Langhorne, Rye Wit (Summer)
  • Pickwick, English Mild (Fall)
  • Ballantrae, Scottish 60/- (Winter)

Hop Forward Line

  • Queen Anne’s Revenge, Carolinian Dark (think English-style Black IPA) (Spring)
  • Lockwood’s Retreat, American IPA (Summer)
  • Fantine, Red Belgian IPA (Fall)
  • Hornigold, English IPA (Winter)

Saison Line

  • Beatrix, Hoppy Saison (Spring)
  • Evangeline, Rye Saison (Summer)
  • Rosalind, Autumnal Saison (Fall)
  • Annabel, Black Saison (Winter)

Stout Line

  • St. Stephen’s Green, Dry Irish Stout (Spring)
  • Papa Bois, Citrus Foreign Extra Stout (Summer)
  • Thornfield’s End, Smoked Rye Stout (Fall)
  • Six Impossible Things, Chocolate Breakfast Stout (Winter)

On top of that, we also do more limited seasonals, one-offs, experimental, and barrel-aged brews. Since it seems weird to call a beer a seasonal at a seasonal-only brewery, we release them in a line we call our Novella Series. Some of them are truly one-and-done. Some of them we’ll make again. Some of them are candidates for future categories as we expand. Basically, these are where we’re trying our new recipes and styles. Now that we have an operating taproom, many of these go on tap there and there only, but we still like to be able to get special one-offs into the market in keg format.

Challenges to the model

There are, no doubt, many challenges to this model. I anticipated some of those challenges, and some of them caught me by surprise.

I, like most crazy founders of things that don’t really exist, thought that the brilliance of my idea would be self-evident and that people would immediately understand what the hell I was talking about. In reality, we opened the brewery to confusion about our model and it’s still one of the most significant challenges we face (which is at least one of the reasons I’m writing this article).

As it turns out, the most common question you’re asked as a new brewery is, “What’s your flagship?” When you have an answer that’s a paragraph and not a sentence, people aren’t excited to listen and that’s because – as I was surprised to find out – most of the people who are buying beer at bars and restaurants don’t really care about beer.

I will almost definitely catch some sort of flak for that, but it’s true and, what’s more, it will always be true. You can almost definitely say the same thing about wine, liquor, chocolate, hot dogs, or any other specialty product. Because the people who are most likely making these decisions are making a myriad of different decisions and purchases, and they’re just not excited by the nuances of the brewing industry, nor should they be. They want to make an easy decision about one small facet of their operation and then get along to the next crisis in their day. Plain and simple, it’s not their job to care about the difference between your business model and the next guy’s. In many cases, beer is a set-and-forget kind of purchase. They will buy one brand until sales start to dip and then they will buy a different brand. If you go into a bar or restaurant with a brand that will go away on its own (or will appear to), then it looks to them like you’re just giving them more work.

We’ve honed our elevator speech, we’ve made charts and graphics and flyers, and we’re continually working on more ways of getting information out to bars and restaurants on a regular basis. Still, our largest challenge is defining our business to the customer in a way that they easily understand. We have a hard time convincing bars that they could just, say, always keep our stout on tap and that it creates variety in their lineup for them without any further work on their part.

The same goes for our relationship with our distributor. We’ve had a great time with our distributor, but we’ve found out the hard way that we were not providing enough information to their reps in order to best sell our beer. Sales reps fall in the same place as bar managers and beer buyers. We are just one brand in their book. If they don’t have a good understanding of what that beer is, what it tastes like, or why it changes, it’s a lot easier to sell something else. We’ve had to come back into the brewery and make changes in how we are handling information and what we’re expecting from sales. It was our assumption that beer reps working for our distributor would naturally be interested in learning more about the product and representing it correctly, but it’s a naive view of a crowded market. We don’t just make another pale ale, and if our beer is difficult for a rep to sell, they won’t sell it. After all, it’s just one small facet of their job.

Seasonal-only also contradicts how distributors are built to sell product. There is an onus in distribution to push the flagship brand of a brewery in order to qualify a retail establishment for inclusion on seasonal releases. To put it more plainly: If you, as a retailer, order a bunch of Crappy Golden Ale from Brewery X then you are virtually (but not legally) guaranteed that when Super Popular Imperial Stout comes out from Brewer X in the fall, you’ll get some. But if you don’t buy Crappy, you can kiss Super Popular goodbye. When all of your brands are seasonal, it’s hard to play that game.

Consistency is the challenge that I correctly anticipated. My feeling was that in order to get people to trust an ever-changing beer lineup, you have to make sure that the beer that’s going out is consistent within the brand and that it’s always great. Simply put: You cannot have your entire lineup change four times per year if half the beer you put out is sub-par. What’s more, the beer has to be consistent year-to-year, so that the flavor that customers loved last year is back again for their enjoyment.

We’ve put a lot of effort into making sure that we have an excellent lab and good science. We manage 95% of our own yeast propagation, we test every batch through the system for any sort of contamination, and we’re in the midst of starting a tasting panel program to make sure that flavor consistency isn’t just a decision between me and my brewer.

Why I think seasonal is the future of craft (specifically small craft)  beer

All this said, I do believe that seasonality is the future of craft, and that these challenges – particularly the ones in which people don’t understand our business model – will fade away, precisely because more breweries will eventually buy into the idea.

If I were to polish up my crystal ball and tell you what I think the future of beer looks like, I think it goes a little like this:

Small craft brewers face a number of future challenges from both inside and outside craft.

The big guys are losing market share, and they know where it’s going.

MillerCoors just expanded their “craft” division. Tenth and Blake just got a fancy new building and I’m sure we’ll be seeing plenty of new MillerCoors-funded “craft” brands coming into the market. Anybody who isn’t concerned by that from a small business perspective should take a look at Blue Moon sales numbers and then taste the sours that are coming out of ACGolden’s barrels and think again.

This past year AB-InBev took what should look less like a warning shot and more like first volley in the purchase and proliferation of Goose Island. They can shore up loss of market share by purchasing and assimilating craft breweries and this act shows it. Aggressive corporate behavior and ruthless market dominance is what took them from prohibition to the best selling brand in the world and nobody should believe that they can’t, or won’t, make beer good enough to give any craft brewery a run for its money. Everybody should also remember that Budweiser was, at some point in history, a delicious, crisp, and well-made American pilsner.

These giants and their pocketbooks have considerable influence and sway with the distribution system, which most small brewers still depend on enormously without having robust protection from franchise law. Small brewers, in most cases, still play by the same rules as the large brewers when it comes to distribution because there are no exceptions for business size written into the law in most states. Unfortunately, 99.9% of small brewers don’t have the same financial sway that the makers of industrial lagers do. They are at an incredible disadvantage there.

Inside the craft industry, we’re building our own industry giants. Boston Beer, Sierra Nevada, New Belgium, and others are so far and away larger than most of the small breweries in States that it’s almost unfair to lump them in the same industry. When we talk about “the Big 3″ we could just as well be talking about those three, since the three of them together make more beer than 98% of the breweries in the U.S. combined.

Regional and super-regional breweries continue to dominate the craft market through many of the same tactics used by the makers of industrial lagers: aggressive expansion and financial influence on local markets through event sponsorship. They get a pass from craft drinkers, though, because of two key reasons: 1) They’re still largely seen as small breweries (because in comparison to AB-InBev, they really are). 2) They make great beer.

However, as those companies continue to grow with a bevy of regional breweries behind them looking to follow in their footsteps, I find myself asking:

Can this country support 50+ super-regional breweries AND 3000+ small breweries? How long can we go before small breweries start going under because they can’t keep up with the big craft brands? How do I differentiate my company to allow it to survive?

I can’t play in the same space as these other breweries. I have neither the financial resources nor the desire to create a nationwide brand. What can I do to stop my company from being swallowed up? What advantage do I possibly have over any of these guys?

The answer is the same for any new small business: agility, creativity, innovation.

I’ll never be able to get my ingredients cheaper, I’ll never be able to make more beer than they can, have lower prices, have flashier advertising, or fancier new packaging. Our advantage – and the advantage of many other new breweries out there – is our small size. We can do things on a 7 bbl scale, that nobody would ever want to do on a 100 bbl system. Maybe because it’s a pain in the butt to manually quarter that many lemons, or maybe because finding a source for 500,000 jasmine flowers is unreasonable. It doesn’t matter why – it is.

The advantage to seasonality in a small brewery is that it takes advantage of what we do best: We make small amounts of really fresh beer, we make a variety of styles, we make them quickly, we make them well, and then they go away. We offer variety and exciting innovation in a marketplace that’s filled with overwhelming sameness. We offer exactly what drinkers are looking for, exactly when they’re looking for it.

Now, if only we can get everybody to understand that. Drinkers love the idea. Bars, restaurants, and distributors are following along, and soon, I hope, breweries will, too.

Tags Categories: brewery, distribution, history, industry, ingredients, marketing, Mystery Brewing Company, op-ed, seasonality Posted By: erik
Last Edit: 17 Jun 2013 @ 11 35 PM

EmailPermalinkComments (28)




\/ More Options ...
Change Theme...
  • Users » 38928
  • Posts/Pages » 198
  • Comments » 1,578
Change Theme...
  • HopsHops « Default
  • BarleyBarley

About



    No Child Pages.

Shirts



    No Child Pages.

Tour



    No Child Pages.