18 Jan 2012 @ 9:36 PM 

Herein lies one of the things that keeps me up at night.

Now that Mystery lays on the cusp of opening, I find myself faced with an interesting new challenge: the words “highly anticipated” that I keep on seeing pop up in articles and on social media.

On one hand – holy shit that’s awesome. It’s mind-blowingly flattering to know that people are looking forward to the opening of Mystery and to know that people are excited about the beer that we’re going to make. I can’t help but think that it’s at least in part to the fact that we’ve been out and about in the community, sharing samples whenever possible, and generally trying to build buzz.

Here’s the thing that worries me: As soon as we open our doors and roll out onto the market, we graduate from pre-opening buzz. How do you keep that wow? We’re planning on releasing some beers that we’re excited about, but, y’know.. it’s just beer. It’s good beer, but it’s not like we’re releasing gold-plated eaglets bedazzled with elf tears. Will the anticipation built in pre-opening buzz live up to a blonde ale, even if it’s a great one? What if it’s not spectacular enough?

A few months ago, when I participated in a charity event called Cask for a Cure, I found myself in a preview of the situation that I imagine I will find myself in shortly. The event was originally going to be just a cask from Mystery and a cask from Haw River Farmhouse Ales. We were contacted by the organizer of the event saying, “Hey – so, what if we try to get casks from these other people who are starting breweries?” and my first thought was: “Man, I’m not even open yet and I’m already not exciting enough; they need someone newer.” In the end, it worked out great and I met some great new guys who are getting into the industry, but it was initially very intimidating.

It’s a little bit of what I’m worried about in the marketplace, though it’s something that I’ve seen other breweries weather and handle well. It’s exciting to see the spotlight sweep your way, and I kind of wish we could revel in it. I don’t think it’s something you can chase. You run the risk of seeming gimmicky if you’re constantly hitting the market with the most alcoholic beer ever made, or the 1000 IBU beer, or a beer made with live turtles or something like that.

Right now, I think the only thing we can do is just keep on making great beer and hoping that it’s enough to keep us a little corner of the wow and to try, every once in a while, to nudge back into it with a release.

Until we lose that wow, though, I think we’re going to enjoy it. See you on the market soon.

Posted By: erik
Last Edit: 18 Jan 2012 @ 09:36 PM

Categories: brewery, new beer, startup


Responses to this post » (7 Total)

  1. asarwate says:

    or a beer made with live turtles

    It needs to also be served in turtle shells. Or maybe turtyl shells.

  2. Aaron says:


    If they can make stouts with oysters, why not a porter with turtles?

  3. Mark says:

    Are they just live when they go into the brewing process or do they have to say alive the entire time?

  4. Erin says:

    I don’t think you need to be gimmicky or full or hype, but I do think this is the moment to take your “Wow” and use it as a way to direct people to another, deeper layer of who/what your brewery is, your ethos, your craft, your story. Beer enthusiasts need additional reason to care, especially in a flooded market. Otherwise, you’re right — it’s good beer, but so is other craft beer in your area. Why should people care about *your* beer, your brand? And of course, that’s the essence of marketing, and there’s nothing wrong with that, especially if it’s backed by really good beer. I am drawing a difference here between legit craftsmanship and telling a story about that and advertisements about “frost brewed” and “triple hopped” beer. Obviously, there’s plenty of ridiculous, nonsense, gratuitous marketing, but doesn’t mean marketing is bad in general. Again, I really don’t think it has to be gimmicky, nor do I think serious beer drinkers really buy into that in a way that would consistently provide support to a brewery, but do give people something to talk about in addition to just “yeah, that beer was good, but this one was, too.”

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  5. Ben says:

    Ha! Not sure how I missed this a few weeks ago, but man, it hits home. Next time you’re up in the middle of the night worrying about this, give me a call — I’m sure I’ll be awake worrying about the same thing.

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