25 Jan 2011 @ 3:14 PM 

And before you ask me to never use the word “sluice” again, here’s a lovely picture of a sluice from Wikimedia Commons:

I would also like to relay that “sluice” is a surprising safe Google Image search.

We will now carry on with our regularly scheduled blog post.

So, what’s coming down the sluices!?

I’ve been conspicuously silent across both this blog and Mystery’s blog (where this, incidentally, is being cross-posted, if you’re reading this at Mystery’s blog, you may want to check out Top Fermented), for the past couple of weeks and that’s primarily because my days have been turned into a twisting mass of odd jobs, manual labor, staring at the wall waiting for inspiration, and alternately burying myself so deep into work that I forget to eat. A good chunk of this has been keeping me away from writing.

But it hasn’t been keeping me away from the computer. More on that in a sec.

I’m on a more regular schedule now, where I’m actually spending 3 days a week “at the office” so you should be seeing a few more blog posts popping up here and there.

Also popping up should be the fruits of (some of) my labor, so here’s a little preview of what to expect in the next couple of weeks:

Educational Opportunities

In case you haven’t heard, myself and a couple of excellent friends organized and hold a monthly beer Meetup here in the Triangle in NC called Taste Your Beer for lack of a better, more inspiring, name. It’s been received pretty well and people seem genuinely excited to learn more about beer – not how to make it, but how to enjoy it, and just more about beer in general. So when I heard that there were upcoming Cicerone exams coming to Raleigh, I had the idea to make a study group for it.

However, after thinking about it, I thought – why limit this to just people who want to become Cicerones? Lots of people want to learn about beer but don’t necessarily have the desire (or the work experience and wallet) to become Cicerones. That’s why, starting in February, I’ll be offering beer education classes at my location at Mystery Brewing. It’ll be an 8 week class meeting once a week (with a few exceptions) covering beer from ingredient cultivation to serving and food pairing including off-flavors and style samples. It will cover the Cicerone exam content thoroughly so if you, like me, want to take the Cicerone exam in April or June, then this should act as an excellent study guide. However, if you just want to learn about beer then that’s cool, too.

Look for more information about these classes popping up in the next few days. We need to get going soon to be ready for the Cicerone exam AND the World Beer Festival.

New Website

With a new brewing company comes a new website. The blog over at mysterybrewingco.com will soon be going away for a more robust website with some features that I think will be fairly interesting to people. Among them are the normal kind of website things: discussion boards, a news feed, info about the brewery, social media and that sort of crap. But here’s a little preview of some of the other things I’m working on (not all of which will be up and running immediately):

  • A check-in point/badge system specifically for Mystery Brewing. Think FourSquare, or Untappd except you actually have the chance to get REAL REWARDS if you earn the right badges: Discounts on brewery merch, beer, private brewery tours, beer, t-shirts, beer, stickers, and probably, at some point, beer. This should launch with the new website, even if beer won’t.
  • A Mystery beer genealogy tree. I am quite proud of the fact that all of my beers started as homebrew recipes, and I am telling you now that they are all going to evolve over time. Recipes I have now may spawn other recipes in the future. This beer genealogy tree will be a way to find out how all Mystery beers are linked together, batch to batch over time. It will serve as a means as helping people find out both what they enjoyed about a beer and what new beers they might enjoy. Once all the equipment drops into place and Mystery beer starts hitting bars and restaurants, this will also serve as a way to track which batches of which beer are out in the public and where you can find them.
  • An ongoing art contest. I am a big fan of the arts in general. I went to an art school for my undergraduate experience and was, shall we say, intimate with the art school, even though I was only a performing artist, myself. I would like to take the opportunity to showcase art through Mystery. In specific, I will be announcing an ongoing art contest of sorts through which artists of any sort – professional, amateur, painters, web comics, whatever – can submit artwork for use to represent beer in our repertoire. The artist who’s work is chosen will receive money in return for the use of the art, as well as a royalty for every piece of (non-packaging) merchandise sold using the artwork. (Since we won’t be in bottles for a good long time, we’re talking posters, t-shirts, etc.) More details on this later in the spring, but artists, start thinking Evangeline.
  • Weekly updates on progress in the brewery. Things are starting to pick up speed and while anybody who is part of the classes up above will be able to see things starting to pop up around them, a lot of people don’t know what exactly is going on in there, so we’re going to get into some detailed updates on how we’re progressing toward getting beer on the market, even if that update is why progress isn’t being made. Back when I started Top Fermented, this is one of the things I really wanted to do is get into the nitty-gritty of what goes on behind the scenes when a brewery is opening. For the most, especially when it’s come to financing, I’ve felt like it was either a little boring or getting into detail would get into confidentiality issues with my partners. Now that we’re moving past getting money and into (*whimper*) spending it, I feel a little more like I can let people behind the curtain. Prepare yourselves to see week after week after week of.. ermm.. well… pictures of an empty cement box. Yaaay!
  • More from me about the industry in general. I’ll be folding Top Fermented into the new website. It’ll still exist on the original domain and function independently, but it will also be integrated into the new website as the brewer’s blog. It means no more separation of sites and it should mean a more rigorous update schedule. It might also mean that I piss more people off that I probably want to retain the respect of as I voice my opinions, but.. ermm.. well.. that sucks.

    Okay – this part isn’t nearly as exciting to you as it is to me. Still. I’m excited.

Kickstart-y Goodness

And no, that doesn’t mean that I’m starting another Kickstarter project (yet), but Kickstarter backers will remember that there are still homebrew recipes to go out, Irregulars memberships to revel in, beer dinners to eat, and video chats to watch. I haven’t forgotten, and there will be movement on a couple of these things soon.

And more.. much, much more.

If I’m running into any sort of problem, lately, it’s the fact that I have more ideas for things to do than I have resources and, frankly, spare neurons for processing. The important part that my next blog post should be a snark filled rant about some sort of craft beer segment piece and not one of these lame update sessions.

But! The future is bright and there’s beer there. Join me!

À votre santé,
Erik

Friends, Romans, Countrymen, lend me your ears!

Eyes. Whatever.

I come here today to fulfill the final item from my first post of the year which is to say, I’ve launched my brewing company.

I’ve ended up doing things a little differently than I had originally thought I would. I started off the year thinking about going the nanobrewery route, having been sufficiently convinced after the long conversation on that post that it was a feasible startup strategy. I lack a garage, which, frankly, seemed like a huge detriment. Renting space means rebuilding space and if I’m doing that, brewing 1 bbl at a time seems a little ridiculous, so I scrapped that idea.

What I ended up finally settling on is starting out contract brewing. A few decisions went into this, one of which is that I can get started, now, while I’m still working my day job. You can tell me that it’s possible to do that while starting my own brick-and-mortar packaging brewery, but I’d argue semantics with you and then I’d remind you that I don’t have a partner in this project to share the workload. It’s me, baby.

I’m planning on doing a form of contract brewing that’s called “Alternating Proprietorship.” What that means is that the brewery that I contract with actually allows me to go in and brew the beer myself. Other breweries you may have heard of that are using (or have used) this concept are The Pretty Things Ale Project or Mikkeller. I can’t say that I purport to be as awesome as either of these formidable examples, but I’ll certainly try my hardest.

Since non-traditional startup seems to be part of my burgeoning oeuvre, I’ve also hooked up with a micro-investment site for part of my startup funds. What that means is that you can be involved in the startup of the company in small amounts. $10. $20. $50. Whatever. It’s a way of getting as many people as possible involved in the company as I can, a way for me to start building a community around the idea of the brewery, and also a way for me to able to give back to people who help with the startup funding.

As you can imagine, this isn’t nearly as much money as I need to actually start the company. I’m also pursuing traditional investment strategies, but this is exactly what it purports to be: A kickstart, a way to get the idea off of the ground and moving. It’s enough money to get me licensed and to get beer into people’s hands at least once.

I’d love to have thousands of people involved: a community built brewing company. It’s my dream. I hope you can join me. And tell your friends! There just might be beer available for everyone involved somewhere along the line.

I’ll post updates here occasionally, but aside from this post (and that nice little widget on the upper-right you see there) almost everything about the brewery will be happening over on its own website, and I’ll be keeping Top Fermented set on snarky commentary.

And now just ask yourself: What better possible way to celebrate American Craft Beer Week is there than funding a brewery?

Cheers,
Erik

Tags Tags: , , ,
Categories: brewery, meta, startup
Posted By: erik
Last Edit: 17 May 2010 @ 02 58 PM

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 01 Jan 2010 @ 12:13 PM 

This post was originally going to be for this month’s Session, #35: “New Beer’s Resolutions, but I canned it. It’s a cute topic, but I can’t do it. I don’t believe in looking back at mistakes. To learn from your mistakes is paramount, to dwell on them is folly. They are done and I won’t revisit them, but rather stay positive with their lessons in mind and move forward to greater achievement.
The future!
At the same time, I feel like resolutions are bunk. The number one way to not get something done is to make it a New Year’s Resolution. If you want something to get done, you need to roll out of bed in the morning and do it. Screw tying it to the calendar. Just get up and go.

I also won’t attempt to make any predictions about what could happen in 2010. The problem with predictions is that they are based on the past; they’re based on our current knowledge set and our current environment. We cannot forsee individual random events or, even more importantly, what will be invented that will change the world in the next 12 months. It’s impossible and fruitless to speculate. You can only be ready for anything and enjoy the ever-living-crap out of it.

But! The dawn of a new year is an opportunity to look forward to all of the wonderful things to come that you DO know about. Here’s my personal list of things to come in 2010:

Homebrew and Competition

After withdrawing myself from homebrew competitions for a while, I plan to get my feet wet again to see what comes out of it. I’ve had some rather snarky judges in the past that have made me feel rather jaded about entering competitions, but in the spirit of “I’m going to start a business.” I’ve decided to say screw-all to the critics, throw my hat back into the ring, and wait for the Gold Medal to arrive in the mail. If the rest of my big bold headings work out as I expect them to, this will also be the last year I enter into homebrew competitions.

Here’s where my beer is going:

  • 2010 Winter Brew Bash, Carrboro NC: Start local, right? These guys are working hard to have what appears to be a really incredibly non-traditional homebrew competition. What I like about it is that it is built around a homebrew tasting, so that brewers and the public alike can come in and try all of the beers that are entered into competition. It’s a lovely PR event for homebrew and has the possibility of getting a lot of new people involved in the hobby. At the same time, I love sharing my beer with other people and it’s a good opportunity for that, as well. Finally, as far as I can tell, it’s not tied to category, and thank god for that, because I don’t fit inside categories well.
  • LoneRider Brewery‘s Brew It Forward: Another style-less competition, where the prize involves getting your beer made and sold. I’m not sure when this is coming up – spring sometime – but they’re so close to my house that it seems ridiculous to not send them some beer.
  • National Homebrew Competition: My opportunity to play to style and send something out, and maybe – just maybe – I’ll get a feedback sheet from a judge that doesn’t make me want to punch them in the throat.

2010 Craft Brewers Conference Panel Presentation: I’m a Social Media Guru Now!
One of the things that I am both looking forward to and slightly terrified of is the 2010 Craft Brewers Conference where I will be part of a panel presentation entitled Storytelling 2.0: Social Media as Conversation with some colleagues that I feel rather starstruck about. Fullsteam’s Sean Wilson (one of my co-panelists) posted a nice up front review of what we’re attempting to do. Here’s the selected excerpt from our draft pitch that sells it best:

It’s time to stop thinking of Twitter, Facebook, and blogging as simple extensions of your press releases. Storytelling 2.0 will help you discover your own unique voice, and connect, build, and bond with your fan base. It’s time to talk with — not at — your audience.

Craft brewing is story-driven. Each individual brewery has a unique story to best engage its customer base. Social media empowers your brewery to include enthusiasts in that story, giving them access to your narrative voice in an unparalleled way. Well-crafted updates, photo postings, and personalized responses engage your customers, giving them a chance to see inside your operations and meet the characters in the story first-hand.

By the by, I hope nobody ever calls me a social media guru. I don’t use it enough (I’m sure my wife would argue that I use it way too much) – on purpose – because I feel like it’s easy to spam and therefore achieve negative impact through annoyance, but I think that automatically takes me out of “guru” running.

As we work on the conference panel over the next few months, you’ll probably see a few columns here about social media and how it pertains to breweries. These columns will not be meant as part of the presentation or may not even be related, but it’s the best way I have to work through things. At the same time, I hope that my ramblings will be useful to the internet/brewing community at large.

Know Your Brewer Re-Launches

We haven’t said a whole lot about this yet, but I am working with Sean over at Fullsteam on a little project that I think will turn out for awesome. Know Your Brewer, a website that was originally focused on North Carolina Beer as part of Pop the Cap 2.0. The site provided the basic template and early content for the North Carolina Brewers Guild website NCBeer.org, which I’m also helping on, but that left a domain and a concept unoccupied. I’ve somehow managed to convince Sean to let me help retro-fit Know Your Brewer for a new life.

The re-launch is coming and it’s coming nationwide. I’m not yet sure of our official re-launch date, I can say that I think it will be pretty terrific. The site will focus on the men and women behind craft beer – the people that make it, the brewers – and look at their beer and their breweries through their eyes. We’re hoping to have writers and bloggers across the country interviewing brewers from across the country, with lots of added content – recipes, Q&A, etc, all in a regular weekly format.

I’ve already done interviews at a couple of breweries and I have a half-dozen more scheduled in the next few weeks. It’s been a ton of fun talking to brewers about their work, how they got into it, and what they enjoy the most about it. It’s been a ball and I can’t wait to share it.

What you see there isn’t the final design, but it’s on its way. Look for an official announcement here (and, of course, on Know Your Brewer) soon. In the meantime, we’re recruiting writers – are you interested? Let me know!

Announcing the Location of Mystery Brewing Company

Finally, in either the second or third quarter this year, I will be making the announcement on the geographical location of my own startup: Mystery Brewing Company.

At that point, the blog will likely go through a slight transition where you end up hearing a lot more commentary about startup issues. On of my major criticisms with startup brewery content I have found, read, and yes, even paid thousands of dollars for, is the lack of practical detail. I get a lot of “you need to fill out TTB forms and apply for licensing.” And while it’s true, it’s not necessarily as helpful as telling me what forms are around, what information they tend to expect, and what pitfalls I should look out for. Not to say I’ll be posting how to fill out your TTB label forms here, but I will, whenever possible, post practical information about the startup process specifically pertaining to startup breweries in the hopes that others coming after me will find something useful. I believe that the future of the industry lays in continuing spread of the individual small brewery, rather than the continual creation of more megabreweries, and I hope that I can help the industry in the right direction.

Back when I was in high school, as a miserable teenager, I remember somebody taking me aside and telling me: “Remember these days, because these are the best days of your life.” And then I remember thinking, “Oh god – kill me now.” They were wrong. Totally and completely and in all ways possible: wrong. They were not even remotely the best days of my life. Every year that I’ve been alive, things have just been better and better, more fun and more awesome, and I can’t imagine that changing now. I’m looking forward to 2010, for all of these reasons up here and the hundreds of reasons that I haven’t found out about, yet.

Happy New Year, everyone. It’ll be a great one.

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