Category: General

What to Do if EIDL Payments Become Due

Cyndi
SBA logo

By: Raj Tulshan, Founder of Loan Mantra

Restaurants, bars and other businesses within the hospitality industry were hit hard by the COVID-19 pandemic. For instance, restaurant industry sales in 2021 were down a staggering $65 billion from 2019’s pre-pandemic levels. During shut-downs, quarantines, social distancing and other pandemic-related disruptions, many hospitality businesses struggled or shut down, including 90,000 restaurant locations that temporarily or permanently closed because of COVID.

  During the pandemic, bars were forced to reduce capacity limits, negatively impacting their profitability. Reopening after quarantine was expensive, requiring costly adaptations, including air filtration systems, plexiglass dividers, equipment for touchless transactions, cleaning and sanitation supplies and personal protective equipment for staff.

  Hospitality businesses – like companies across many industries – also struggled with employee shortages, supply chain issues and soaring inflation.

  This “perfect storm” of unprecedented challenges led four million small businesses to take out $390 billion in loans through the Economic Injury Disaster Loan (EIDL) program. The EIDL was part of the U.S. Small Business Administration (SBA) and US Treasury as an expanded part of The Coronavirus Aid, Relief and Economic Security or CARES Act.

  Although the loan payments were deferred for two years, they’ve still been accruing interest until the first EIDL payment was due.

  Many small business owners have questions and concerns about the repayment process. The timing is not ideal, as many businesses – including restaurants, bars, hotels, and other hospitality venues – need funds to prepare for holiday sales and events.

If you took out an EIDL loan, here are some valuable tips to act:

      Contact:  Business owners can contact their local district legislators by calling, e-mailing, or writing letters to express concern. Loanmantra.com has put together a tool kit with:

        A sample form letter, an e-mail draft, a phone script and phone numbers to save time. Unsure of who a district representative may be? Find them here.

      Share:  There’s strength in numbers, so share this message with other businesses, business networks, chambers of commerce, businesses in the same area, associations and like groups.

      Reach out: Talk to people every day for the “sphere of influence” to gain community support.

      Ask for help: Don’t be afraid to ask for help when and where it’s needed.

Also, here are some valuable repayment tips:

      The loans won’t be forgiven:  Unlike the Paycheck Protection Program (PPP), EIDL loans won’t be forgiven and need to be repaid. All Economic Injury Disaster Loan recipients received an email from The U.S. Small Business Administration (SBA) with the subject line: Important EIDL Reminder, which contains important information regarding your EIDL account setup and payment.

      Set up a repayment schedule:  Payments were deferred for the first two years, during which, interest accrued. Now, business owners must start making their monthly payments on their due date, which is determined by the “Effective Date” noted on your business’s promissory note.

        Another payment can seem overwhelming stressful given inflation, staffing and supply-related pressures. Don’t look at the big picture. Instead, think about the incremental payments today as steps in the right direction. Set a calendar reminder or appointment to make this payment every month so you will stay ahead of schedule.

      EIDL loans must be paid via a special platform: There are two separate platforms you will need to access your loan information and pay your loan balance.

        First, Capital Access Financial System (CAFS) maintains your EIDL & PPP loan information. This includes your original balance, interest, accrued interest balance, etc. To obtain the EIDL loan information for your business, please select ‘EIDL’ and then ‘borrower search’ from the menu options. When registering on the CAFS website, carefully follow each step. There is no room for error when using this system, so be thorough and accurate when inputting your information.

        Secondly, pay.gov allows businesses to input their bank information and to set up recurring payments online. Inside your profile, choose ‘Make an SBA 1201 Borrower Payment’ as the menu option. While registering on pay.gov may be simpler than registering on CAFS, it is not easy to change bank account information after you begin your loan payments.

      Use the right number:  Keep in mind that your SBA loan number is different than your EIDL loan number. This information can be found on the top of the second page of the promissory note.

      EIDL loans accrued interest:  Many business owners received their first EIDL loan in early 2020 and a second EIDL loan in 2021. For many borrowers, that means interest has been accruing for more than 24 months, with additional interest accruing for more than 16 months. Borrowers are responsible for paying back the loan plus all accrued interest.

      This type of loan program has ended:  The COVID-19 EIDL program is not accepting new applications, increase requests, or reconsideration.

  Business owners should focus on what they do best: Run the business and do it well. That’s why Loan Mantra is providing advocacy tools for business owners on  loanmantra.com so they can be empowered to take action and have the latest information to make the best decisions.

  Small businesses have been the backbone of the US economy and deserve fair economic terms and transparency. Loan Mantra is here as a resource to serve companies of all sizes and types during both good and turbulent times.

About the Author

Neeraj (Raj) Tulshan is the Founder and Managing Member of Loan Mantra, a financial advisory firm with best-in-class and proprietary fintech, BLUE (“Borrower Lender Underwriting Environment”). Loan Mantra, Powered by BLUE, is next-level finance: a one-stop-shop for business borrowers to secure traditional, SBA or MCA financing from trusted lenders in a secure, collaborative, and transparent platform. Clients turn to Raj because they know he will always pick up the phone and offer unparalleled financial counsel in a remarkably human—even friendly—way.

About Loan Mantra

  Small business owners identify two obstacles to their success: access to capital and financial education. Loan Mantra removes these hurdles so business owners can spend more time actually building their business.

For more information visit their website…www.loanmantra.com

The Rise of Aquavit in the United States  

Cyndi
batch 22 beer bottle

By: Becky Garrison

The word aquavit derives from the Latin word aqua vitae meaning “water of life,” a testament to the belief held by early distillers that alcohol infused with herbs was a healing spirit. Also known as aquavite, akvavit, akevitt or snaps, this national spirit of Sweden, Norway and Denmark represents an integral part of Scandinavian culture.

  A typical Nordic household has a bottle of aquavit in the refrigerator or freezer, which is brought out during festive gatherings like Christmas and Midsummer celebrations. Also, aquavit functions as a digestif in helping to digest rich food.

  Traditionally, Scandinavians shout skol (also skål) while maintaining eye contact as they down a shot of aquavit. Supposedly, this custom stems from the Viking sensibility of keeping one’s eye on others, even during a celebration to avoid potential threats. As a testament to aquavit’s celebratory role, the Historical Museum of Wine & Spirits in Stockholm, Sweden, currently lists over 200 drinking songs dedicated to aquavit, with new ones created each year.

  Families without means often made aquavit at home, similar to distilling Prohibition-era gin in the United States. While these homemade brews tended to leave a very bitter aftertaste, aquavits produced by licensed distillers elevated this spirit considerably.

  Commercially produced aquavit tends to range in ABV from 40 to 45 percent, with most aquavit classified as Taffel Aquavit. This term refers to aquavit that is either entirely unaged or aged in spent casks that impart nearly no character. Aquavit found in other parts of Scandinavia use a base consisting of clear, grain-neutral spirits, though Norwegians often distill theirs with potatoes as a base. Also, Norwegian aquavit is usually aged in barrels.

The Birth of Aquavit Distilled in the United States

  Until recently, Scandinavians in the United States wishing to replicate these Nordic traditions had to rely on imported aquavit. The most popular imports available in the United States were Aalborg (Denmark), Linie (Norway) and O.P. Anderson (Sweden).

  The first instance of aquavit produced in the United States can be traced to Christian Krogstad, founder of House Spirits and Westward Whiskey in Portland, Oregon. As his family is Norwegian, he grew up with the foods and drinks of Norway and a particular fondness for aquavit. As Krogstad reflects, “The caraway in aquavit is particularly good as a palate-cleanser if you have oily fish, like mackerel or pickled herring.”

  Since aquavit is such a niche category, Krogstad focused his efforts on distilling gin while waiting for his American single malt whiskey to mature. However, distribution issues in 2006 prevented aquavit from being imported to the U.S. in time for the holiday season. So, he decided to produce some aquavit, which he made using a neutral corn spirit. He then maturated the botanicals and redistilled it.

  His aquavit was kept at the distillery for marketing uses with no intention of selling or distributing this spirit commercially. But he discovered that whenever “cool kid” bartenders visited the distillery and sampled the aquavit, they indicated an interest in using this spirit at their bars.

  So in 2007, he made a label for his aquavit and started selling Krogstad Aquavit. Even though House Spirits took a minority investment in Westward Whiskey from Diageo, he still retains full ownership of his aquavit. Recently, he added Krogstad Gamle Aquavit, barrel-aged in French oak pinot noir barrels from various Oregon wineries. Currently, this is available in about 42 states and online, with approximately 1,000 nine-liter cases sold per year.

The Growth of U.S.-Based Aquavit  

  Initially, the TTB’s Distilled Spirits Beverage Alcohol Manual (BAM) specified that only spirits possessing the flavor of caraway could be labeled aquavit. After receiving correspondence from an aquavit producer, which explained that Norwegian law allows aquavit to retain the flavor of caraway, dill or both, they amended the entry for “aquavit” on pages 4-13 to read: “A caraway and/or dill flavored distilled spirits product.”

  This loose definition has allowed for experimentation among distillers in producing an aquavit that maintains the Scandinavian character of the spirit but has characteristics unique to that particular distillery.

Aimsir Distilling Co. (Portland, OR)

  According to co-founder Christine Hopkins, aquavit production emerged as their distiller’s passion project. “We learned a lot about aquavit together, and we got to try a bunch of aquavits, as my co-founder and husband, Steve, and I knew nothing about this specialty spirit.”

  Their aquavit is made with the same neutral grain spirit used for their gin and vodka, which Hopkins describes as very caraway but balanced with fennel, star anise, a lot of citrus and a little bit of lavender. Most of their aquavit cocktails have been very summer-inspired, following the success of their Nordic Summer, a drink that includes aquavit, lime and Aperol. 

Long Road Distillers (Grand Rapids, MI)

  While most distillers purchase their neutral-grain spirit for their aquavit, co-owner Jon O’Connor proclaims they craft all their small batch spirits from scratch using local ingredients. Around 2015, they distilled about 100 pints of aquavit as a passion project. But after sending off a bottle to the Denver International Spirits Competition, where they tied for Best of Show with a $200 bottle of scotch, they felt they were on to something. “We just kept sending it off to these big spirits completions, and it just kept winning all these awards,” O’Connor states.

  They use red winter wheat for their base spirits, adding a mixture of dill seed, fresh dill and caraway seeds along with curcumin, star anise, fennel and cinnamon. This recipe is also used in the Old Aquavit, which is barrel-aged in used whiskey barrels.

Norden Aquavit (Chelsea, MI)

  As a bartender, Robyn Cleveland, co-founder and distiller, explored making cocktails using unique ingredients. He fell in love with aquavit through a Danish childhood friend and his wife, who is half-Swedish. Cleveland created a brand focused on aquavit’s rich traditions with approachability and versatility as a cocktail ingredient at the fore. Cleveland says, “Aquavit’s potential was relatively untested outside areas with larger Scandinavian strongholds. It’s exciting to share the spirit with an ever-growing audience.” 

  At 45 percent ABV, their citrus-forward flagship, Original Taffel Style, embraces both caraway and dill along with clementine, coriander, angelica, orris, juniper, clary sage, staghorn sumac and anise. Also, they produce an American Oak Reserve using the same botanicals that have been aged for a minimum of 12 months in previously used rye casks.

Spirits of French Lick (West Baden Springs, IN)

  As a distiller and distillation historian, aquavit has always sparked head alchemist Alan Bishop’s interest. He opines, “Aquavit can trace its roots under various names back to the Aquavitae Treatises of the 1400s to1600s. It has deep connections to Sparagyic medicine, so three of my major interests were piqued: alchemy, history and complex botanical distillations.

  Bishop notes they push coriander and caraway to the forefront of their aquavit, with a small amount of juniper and some floral and citrus elements. Their base distillate is a blend of both neutral and 100 percent oat whiskey spirits, which Bishop states provide mouthfeel, aroma and perceived sweetness.

  Production of their Aquavit requires the production of three separate products. This involves high-proof corn ethanol and 100 percent oat whiskey, both taken through the full distillation steps. Then there is the blending, hand-mashing of various botanical elements, heat-up digestion period and 24-hour maceration. What follows is the distillation of the finished product and heavy cleaning of the equipment, which is shared with other products. 

Tattersall Distilling (Minneapolis, MN)

  When Tattersall Distilling began distilling in 2015, aquavit was one of the first spirits they made. “I have Swedish heritage, and my business partner has Norwegian heritage. So being up in Minnesota and given our backgrounds, we felt we had us an opportunity to make something unique that interested us,” Jon Kreidler, co-founder and chief officer, opines.

  Their aquavit is caraway- and rye-forward with a base of organic, corn-based spirits. While Kreidler is aware some U.S. distillers use cumin in their aquavit, he discovered this use is due to a translation error from Swedish to English. Instead, he prefers to use 20 locally sourced botanicals, many of which are also present in their gin.

  After customers expressed interest in their Tiki-style cocktails, they decided to bottle a coconut-infused version of their aquavit. “The citrus and pineapple create some very interesting notes when mixed with the caraway,” Kreidler notes.

Vikre Distillery (Duluth, MN)

  As a Norwegian and American dual citizen, Emily Vikre grew up with a cultural understanding of aquavit as a celebratory spirit. Her aquavit starts with organic, Minnesota corn that she either distills herself or augments with Minnesota, organic spirits. Next, she combines direct and vapor infusions with 12 organic botanicals, including caraway. Also, she produces aged aquavit with used cognac casks. “These casks shift the flavors of how the botanical come through,” Vikre reflects.

Marketing Aquavit in the United States   

  According to distillers, the biggest challenge in marketing aquavit is that most consumers don’t know what aquavit is. When Hopkins markets aquavit at a farmer’s market and other public events, she educates potential consumers by calling it a Scandinavian-style gin. “Aquavit is very similar to gin, but the botanicals are different. As they already have the vocabulary for gin, using this descriptive term allows them to transition from gin to aquavit.”

  Also, Vikre observes how some people think they won’t like aquavit as they don’t care for caraway or dill. This is especially true if they had a bad experience with an aquavit that was too caraway-forward. Cleveland adds that some Scandinavians need to be convinced that the poor quality aquavit of their youth does not represent the craft aquavit on the market today.

  Vikre classifies her customers into two types. First are the people who wear Norwegian sweaters and celebrate the Scandinavian holidays. The number of people who fit this description varies according to the number of Scandinavians living in that particular region.

  The second group is a growing collection of consumers interested in pushing the boundaries of craft cocktails. Within the cocktail culture, aquavit is emerging as a substitute for gin or vodka by those bartenders looking to offer a unique drink to their clientele. In particular, the caraway lends a tangy bite to a bloody Mary. Other cocktail recipes referenced by these distillers that can be made with aquavit include aquavit and tonic, banana daiquiri, dirty martini, eggnog, gimlet, julep with rye whiskey, mai tai, Manhattan, negroni, old fashioned and Tom Collins.

  Select Scandinavian festivals held across the country from New Jersey to Portland, Oregon offer opportunities to embrace the Nordic culture. While some festivals are alcohol-free, others, like ScanFair held this year on December 11 and 12, 2022 in Portland, Oregon, include aquavit among their festive offerings. Shawn MacArthur, festival and fundraising events manager, opines, “Having aquavit at ScanFair is one of the many ways attendees can get a taste of a Nordic Christmas market! Along with food, shopping and activities, it’s the perfect way to kick off the holidays.”

  Also, in 2012, Jacob Grier, co-author of Raising the Bar (Chronicle Books, November 2022), hosted Aquavit Week at Metrovino in Portland, where he served as the bar manager. He wanted to share his enthusiasm for the spirit and highlight its use in cocktails. Since then, it has grown into an annual tradition, with a range of citywide events and an opening party featuring a wide selection of aquavit, aquavit cocktails and Scandinavian fare hosted by Broder, a Portland-based Swedish restaurant. As the state opens up post-COVID, Grier hopes to relaunch Aquavit Week in January or February 2023.

Luca Mariano Distillery

Cyndi

Bottling Family Values, Tradition & History

whiskey distillery set

Mariano Viola was a man of many talents, including making pasta, winemaking, distilling whiskey and brandy and gardening. He shared these talents with his family, dreaming that one day, they would have a successful life and a lasting legacy in the United States. That dream started to materialize in 2010 in the garage of his grandson, Francesco S. Viola. Francesco was distilling whiskey in his garage as a hobby, using the methods he learned under the guidance of his grandfather. Then, in 2013, he was encouraged to obtain a federal basic permit officially licensing him to produce bourbon. When he received that permit on the last day of 2013, the Luca Mariano Distillery, LLC, was established, named in recognition of Francesco Viola’s son and grandfather. The dream and vision materialized further when the small garage distillery grew to become known as a producer of supreme, small-batch Kentucky straight bourbon whiskey, the foundation of the Luca Mariano distillery in Danville, Kentucky, distillers of bourbon and ryes aged no less than four years.

  While his distilled bourbon and rye were still young, Viola partnered with an established distillery in Kentucky to produce a young whiskey. But a test launch of 60 cases proved unacceptable to Viola’s standards and further intensified his focus and desire to create only high-quality Kentucky straight bourbon and straight rye whiskey. To start building the needed inventory, Luca Mariano Distillery partnered with another distillery to produce 240 barrels for aging in 2015. The following year brought another 240 barrels into the stock, with 480 added the year after, in 2017. Luca Mariano Distillery added 750 barrels in 2018 and 1000 more in 2019, the same year that Viola was preparing to release his Old Americana Bourbon and his Luca Mariano Rye Whiskey. It was time for Viola to find a permanent location for his distillery legacy.

  “It had to be perfect for his vision,” said Jennifer Brandt, master blender for Luca Mariano Distillery. “Francesco wants to operate a premium destination distillery that combines his family values, bourbon history, and the qualities of life recognized and cherished in Italy, a place where friends and family can visit, enjoy great food and drink, and listen to beautiful music without feeling rushed. It had to be a property that can host memorable events with great experiences, not simply a place that offered the traditional tastings and gift shops. And more importantly, it had to honor his family and lifestyle values along with the bourbon tradition.”

  With the help of realtor Dan Campbell, Viola found that property in Danville, Kentucky, a 557-acre historic site rich in distilling and moonshining history. It is also home to the William Crow house, built in the 1770s and recognized as the oldest stone house and the oldest free-standing house in the state of Kentucky.

  “It was in shambles,” said Brandt. “Some of the stones were collapsing in on themselves, but there are now plans to restore the historic home to its original condition. Also on the property is a silo made famous by a local moonshiner named Guy Jones. He was a barnstormer that also found his plane and flying skills useful to fly his moonshine that he distilled in the on-site silo, to his customers. As a barnstormer by trade, being able to land his plane directly in the fields became a convenient way to peddle his shine.”

  Jones’ meticulous and detailed moonshining methods gave him notoriety and set him apart from other moonshiners at that time. Luca Mariano Distillery uses a similar process in its distilling methods, including detailed and constant attention. Restoration will also take place on the underground tunnel system that was in place for the moonshiners to have an escape route when necessary, as well as all of the buildings on the property to restore them to their natural and historically accurate state.

Viola is committed to using only the finest ingredients in his farm-to-bottle philosophy, and when he can do that locally, all the better. Viola promotes Kentucky as having some of the best distilling grains available and passionate farmers that share his determination and drive.

  “The property is also a fully functioning farm,” said Brandt. “Luca Mariano Distillery grows its own corn and wheat, farmed by the talented and well-known local farmers of Caverndale Farms. Barley and rye are best suited for cooler climates, so we choose to have them grown elsewhere. All our oak barrels are aged for 18 months before being assembled and expertly charred to a number four char for our use by Independent Stave Company.”

  Luca Mariano Distillery just broke ground on the property for a new craft distillery to be completed next year, in 2023. Original plans called for a larger footprint, but barrel shortages called for a smaller design now, with plans for a larger distillery in the future. The craft distillery will feature an 18-inch column, while the larger distillery will house three 36-inch columns. When the larger distillery begins production, the smaller craft distillery will remain in place for small-batch distilling and experimental or test batches.

  “Our rickhouses are uniquely designed as well,” said Brandt. “After a lot of research, a state-of-the-art, custom-designed rickhouse was constructed called a “Torta A Tre” or three-layered cake, with three floors on levels one and two with the third level remaining as an attic-type space. The idea behind this design is that smaller, three-floor rickhouses are best to age the barrels while removing the need for rotation. Floors one through three on the bottom level hold 13 barrels on each side. As you go up the cake tiers, floors four through six on the second level hold seven barrels on each side. The seventh floor is attic space, and this last tier allows the proper airflow to push through and penetrate the entire rickhouse.”

  Viola’s future building plans include 13 “Torta A Tre” rickhouses on the distillery property. The first completed rickhouse is named the Dan Campbell Rickhouse, after the real estate broker that worked tirelessly to help Viola acquire this unique property. Being ever thankful to Campbell, Viola dedicated his first signature rickhouse to him.

  In addition to a larger distillery footprint with corresponding rickhouses, Viola plans to make his Danville property a visitor’s paradise. His plans include a coffee shop, restaurants, a chocolate shop and a rooftop bar providing amazing panoramic farm views. Boutique hotel rooms are positioned on the second floor of these buildings so families and friends can stay a little longer to enjoy all of the amenities his distillery will offer. In addition, a music pavilion will be a centerpiece for visitors to stay and get together to enjoy great food, music and bourbon while creating lasting memories. Brandt estimates this development only to take up about 15 percent of the total property acreage.

The Goods

  Luca Mariano Distillery first released Old Americana Bourbon and Luca Mariano Rye Whiskey in 2019. “The Old Americana name pays homage to the American Dream,” said Brandt. “The Luca Mariano name is crafted for his son and grandfather. In 2020, we released our Luca Mariano Single Barrel Bourbon with a strong vanilla and caramel nose and a limited-edition Francesco S. Viola Single Barrel Bourbon with a mild cherry and brown sugar nose. Our Gianna Lorén Single Barrel Rye is named after the owner’s daughter and is a tribute and honor to all women in the distilling industry. It is a three-year, wheated bourbon.”

  Luca Mariano Distillery’s Old Americana Rye is a five-year, 5bbl, 89-proof offering. The Luca Mariano bourbon and rye are both seven-year, 103-proof, and the Gianna Lorén Rye is a six-year, 97-proof perfectly balanced blend of rye spiciness and rich, sweet, green apple, chocolate and brown sugar. Viola’s signature line boasts a seven-year, 113-proof bourbon.

  A distinguishing aspect of the Lucas Mariano Distillery brand is the inclusiveness and connectivity of music within their distillery operations. Their individual batches have correlating playlists performed by The Old Americana Band. Often those tracks offer insight into the batch creation or backstory. Other performances may provide insights into family history and traditions, distillery history and information, or additional backstories related to that particular batch or time. The Old Americana Band also provides distillery-sponsored music and entertainment at promotional events. It features a rotation of professional voices ranging from American Idol contestants to well-known Nashville music celebrities. A complete list and batch-numbered selections are available on the Luca Mariano website, along with videos of important moments.

  Viola is also in the process of producing his own signature recipe, which will have bourbon and scotch notes but without the peat flavor. Current plans are for a once-a-year release on his birthday, which coincidentally occurs on the anniversary of prohibition. Eventually, as the new distillery comes to fruition and production ramps up, he hopes to have this signature recipe offered year-round, along with unique blends and selections that will honor and keep alive the history and people of the property, including William Crow and Guy Jones.

  To help his vision become a reality, Viola hired industry veteran David Phillips as his master distiller, charged with overseeing all distillery operations from the current groundbreaking through distillery completion and startup. Phillips adds tremendous industry knowledge to the Luca Mariano vision through 18 years of experience with two of Kentucky’s leading distilleries. Trained under Jim Beam’s Master Distillers Jerry Dalton and Fred Noe, as well as under his mentor Larry Walker, Phillips previously led operations at the Clermont and Booker Noe distilleries. He also worked as Team Lead for Bulleitt Bourbon Distillery, responsible for all distilling and dry house operations.

  Until the completion of further construction, the Luca Mariano Distillery has limited public access and is only open to those customers and clients that have arranged for custom barrel picks.

  You can learn more about and follow Viola’s vision and the progress of Luca Mariano Distillery at https://www.lucamariano.com

https://www.lucamariano.com

The Role of Virtual Tastings in a Post-Pandemic World

Cyndi
people in virtual call drinking wine

 By: Alyssa L. Ochs

The COVID-19 pandemic affected all aspects of life in 2020, from how we received medical care to how we dined at restaurants, shopped at stores and even enjoyed our favorite craft beers and spirits. In past years, craft beverage enthusiasts planned entire road trips and even flew to other countries to experience what the best brewers and distillers of the world had to offer. But during the COVID era, producers were forced to switch gears and consider offering virtual tastings as one of the many ways to stay in business due to restrictions and shutdowns.

We heard a lot about virtual beer, wine and spirit tastings during the height of the pandemic, but those conversations have dwindled as business picked back up as usual. Yet there still may be a place for virtual tasting experiences in today’s craft beverage industry, just as long as producers can evolve with the times and reestablish the relevance of this service among the mix of in-person offerings and events.

What Are Virtual Tastings?

  Virtual tastings are a relatively new concept, and many people don’t consider trying them because they don’t understand what they are. Virtual tastings are immersive, alcohol-themed experiences you can enjoy from the comfort of your home. Many of them require breweries and distilleries to ship boxes to households with sample-size portions, materials to read and opportunities for online engagement.

  During the COVID-19 shutdowns, some beverage producers turned to virtual tastings as a way to keep their customer base engaged and stay afloat as profits declined. But even during times of normal business operations, virtual tastings can be used to celebrate birthdays at home and corporate events in an office. Beyond the confines of a physical tasting room, there are also opportunities for virtual tastings at team-building activities, couples’ date nights and social gatherings to help local groups get to know each other.

Types of Virtual Tastings

  Some breweries and distilleries have created virtual tasting packages with beverage and food pairings to entice customers’ attention, particularly when in-person tastings were not an option. Recently, we have seen cooking kits emerge with alcoholic beverage samples and opportunities to participate in live online events.

  Other virtual tastings experiences involve sending a few bottles or cans of products to consumers with exclusive online access to an hour-long video call with a brewery or distillery representative. There have also been question-and-answer sessions offered with brewers and distillers, beverage judging sheets provided so consumers can rate and pick their favorites and seasonal experiences that highlight fall and winter brews, for example. To further capitalize on virtual tasting experiences, producers can offer the option of purchasing branded merchandise, such as hoodies and beanies, as part of a shipped package for an additional, discounted cost.

Benefits of Virtual Tastings

  During the pandemic times, the benefits of virtual tastings were evident because of the lack of other tasting options allowed and available. Virtual tastings enabled beverage fans to support struggling producers during difficult times while still feeling like part of the beer and spirits community.

  But even now, there are some significant benefits of virtual tastings that are worth considering for the months and years ahead. If marketed well, these socially distanced offerings can help breweries and distilleries reach new customers outside their home region who may not ever travel to the actual tasting room. During the winter cold and flu season, when COVID-19 cases tend to increase, virtual tastings appeal to some consumers as a safer and healthier alternative. If a tasting package includes printed materials that are informational and fun to read, there are opportunities here to help consumers better understand a beverage brand and its products. Since these packages can be designed around different interests and price points, they can offer something for everyone, from the casual drinker to the true connoisseur.

Challenges of Virtual Tastings

  Yet many challenges come with putting together virtual tasting packages, first and foremost, their relevance and value. Beverage producers must make these types of delivery/online tastings worth the cost and add value consumers wouldn’t necessarily get by visiting the establishment in person. There has been declining demand for these services lately and less internal dedication to marketing them since people are willing to travel more and crave a return to normalcy in the outside world.

  Meanwhile, some breweries and distilleries have been unsure of what to charge for virtual tastings. The average cost for this service is between $50 and $200, depending on how much product is shipped and other perks offered. For the virtual tasting industry to be sustainable, more effort will need to be directed to packaging and shipping beverages, which is a significant pivot from the previous experience of many beverage operations. There also need to be staff members who are tech-savvy and trained in how to plan and lead online events, as well as handle the inevitable technology glitches that so commonly occur during video calls and group chats.

Creative Ideas for Virtual Tastings

  If virtual beer and spirit tastings will survive as a side gig in the craft beverage industry, now is the time to get creative with offerings, pricing and perks. If this is something that a brewery or distillery owner is interested in getting involved with, it might be worth hiring a company or consultant specializing in virtual experiences instead of handling all aspects internally. At a minimum, it is worth researching examples of successful virtual tastings and perhaps even reaching out for a discussion or collaboration. Denver Microbrew Tour, City Brew Tours and Common Space Brewery are a few of the many groups that have excelled in this space. Other examples to learn from include Brews Less Traveled, Sierra Nevada Brewery, Fullsteam Brewery and the Sommelier Company.

  One idea to consider for future virtual tastings is to make the experience customizable for certain types of products, such as whiskey, rather than taking a one-size-fits-all approach. Promotions for the service can be centered on the benefits of receiving miniature versions of spirits so that consumers can try samples before committing to full-bottle purchases. Celebrity promoters and social media influencers may be able to help revive the virtual tasting industry if breweries and distilleries make the right connections. Also, the virtual tasting experience can be enhanced by social media participation and through educational lessons about mixology and beer-brewing.

The Outlook for Future Virtual Tastings

  At least for now, it seems that most craft beverage producers, including Fullsteam Brewery, have stopped offering virtual tastings since the lifting of COVID restrictions. With people feeling increasingly comfortable going out in public and preferring in-person experiences to virtual ones, there are significant challenges for the virtual tasting industry right now, but not insurmountable ones.

  Winter is an ideal season to revive virtual offerings because of the predicted increases in COVID-19 and flu cases. This is also an ideal time of the year for virtual options for holiday gift ideas, because of cold weather that keeps some people indoors and potentially more difficult travel with snowy conditions.

  While we don’t anticipate virtual tastings ever replacing the actual experience of drinking onsite, they could be offered as an add-on opportunity for consumers to get even more involved with their favorite beverage companies. During the holiday season, these types of tastings can take the guesswork out of planning gatherings at home with a fun activity as the party theme. As the weather warms up, forward-thinking producers may be able to expand virtual tastings to virtual festival events and online education about beer and spirits. This could lead to more formal training in the craft beverage industry and perhaps even address the staffing shortages still so prevalent in so many places around the country. Yet, in the short term, these shortages may also prevent breweries and distilleries from having the labor resources to dedicate to the tech side of beverage marketing in the first place.

  If you are interested in getting more involved in the world of virtual craft beverage tastings, you should know that this market is far from saturated, and there are openings for growth. Emerging, niche companies could assist with the production and execution of virtual experiences as a service to breweries and distilleries that do not have the time, expertise or staffing to do so themselves. But for now, these types of tastings will primarily be carried out by individual breweries and distilleries that are large enough, have ample staff and enough time and resources to expand their offerings to an online audience. If successful, those offerings could be models for an expanded online industry in the future.

  As a small sampling for inspiration, here are some resources to check out and virtual tasting ideas to consider:

•    The Drunken Grape has a team of sommeliers and offers interactive tastings, niche event planning and execution for private parties, wine and beer dinners, and weddings/corporate/charitable events.

•    Book a beer expert for your event through City Brew Tours.

•    Bourbon & Banter offers whiskey tastings for corporate events.

•    Dewar’s Aberfeldy Distillery is still hosting virtual experiences upon request.

The Return of In-Person Beer and Cider Festivals

Cyndi
social gathering in a beer festival

By: Becky Garrison

As Ann Obenchain, marketing director of the Brewers Association, keenly observed, “The past two years have been tumultuous for the craft brewing community, and COVID-19 has had ripple effects in many aspects of life.” Once COVID hit in March 2020, the Brewers Association placed the health and wellbeing of their industry peers at the forefront of all decision-making for their events. This led to the cancellation of all in-person events and festivals, including The Great American Beer Festival (GABF), Craft Brewers Conference (CBC), SAVOR: An American Craft Beer and Food Pairing Experience, Homebrew Con and the World Beer Cup (WBC).

  Early on in the pandemic, their Homebrew Con went virtual for 2020. In addition, the Craft Brewers Conference (CBC) launched an online version, bringing five weeks of conference talks available and free through May 2020 while everyone was in lockdown. Also, they hosted a virtual hill climb for brewers to meet with elected officials and staff. However, other festivals, such as GABF and SAVOR, could not be retooled for a virtual experience.

  With the return of GABF in Denver (October 6-8, 2022), Obenchain notes they must be ready for anything, given they host events across the country. “Each location has different safety requirements, which are subject to change at any time. Our team has learned to be nimble and flexible in providing event attendees with the best experience possible at any moment.”

  Among the offerings for the 40th Anniversary of GABF are hangouts for entertainment, live music, games, a brewers’ studio to meet with industry experts and brewers, a designated driver lounge and PAIRED, a ticketed event pairing food from award-winning chefs and beer that includes unlimited tastings of unique beers not found in the festival hall.

Cider Summit Returns to the National Stage

  Pre-COVID, Alan Shapiro spearheaded regional Cider Summit festivals in Seattle, Portland and San Francisco, as well as a national cider summit in Chicago that coincided with CiderCon. All these events were canceled effective March 2020.

  In 2020 and 2021, they experimented with giving festival-goers an at-home festival courtesy of their “festival-to-go tasting kits.” These kits featured a range of two-to-three packages at different price points and cider selections ranging from modern to artisanal, with some packages including international ciders.

  The tasting kits were tailor-made for each specific festival and released in the same month as the in-person festival for that region. For example, the kits released in June featured Oregon cideries. Then they highlighted Washington ciders in September and California ciders in April.  According to Shapiro, the Chicago tasting kit was a bit harder to navigate, given this festival’s initial national focus. “We had had ciders from all parts of the country or as best as we could,” he observed.

  They distributed these kits via their partnership with Seattle-based Press Then Press, an online retailer of rare, independent, local and craft ciders. Consumers living within a particular festival’s geographic area could pick up their kit or arrange for local delivery. Nationwide shipping was available for those living outside of these areas. 

  Included in these tasting kits were promotional items and an invitation to a virtual tasting with several of the cidermakers whose wares were included in these kits. Shapiro estimates that about 20 to 30 percent of those purchasing the tasting kits tuned in to the virtual tasting. Over time, they developed a loyal and passionate following, especially as they got better at producing virtual events.

  Shapiro hoped he could return to in-person events in 2021 and announced the dates for the Seattle Cider Summit held in September. Even though this festival would be outdoors, they chose to cancel it due to an uptick in COVID cases and the ensuing governmental restrictions.  

  The Portland Cider Summit, held June 10-11, 2022, marked their return to in-person events. Audience anticipation was high, with a much stronger selling of pre-sale tickets than in prior years, though the monsoon-like rains that pummeled the city lessened the expected attendance. Also, the number of participating cideries was down from around 50 to 43, a dip Shapiro attributes to cideries that are no longer in business, as well as staffing issues.

  They will be hosting the Seattle Cider Summit on September 9-10 at South Lake Park, with plans to launch the San Francisco Cider Summit in 2023. As the Chicago Cider Summit is their one indoor event, they will decide in November 2022 if they can host this in February. Also, they will continue their partnership with Press Then Press to offer tasting kits to those who cannot attend their in-person events. 

The Oregon Brewers Festival Reopens with a Leaner Look 

Editor: As per an announcement on their home page, the Oregon Brewers Festival organizers decided to cancel the 2023 festival. They plan to bring the festival back when the timing is right. See https://oregonbrewfest.com/

  Since its founding in 1988, the Oregon Brewers Festival has emerged as the largest beer festival in Oregon and draws in over 50,000 people from across the United States. Hence, co-founder Art Larrance felt the need to maintain its reputation. So, they focused on quality, not quantity, as they relaunched this festival in 2022 after a two-year absence.

  To ensure a successful beer festival, they reduced the number of taps to 40 beers and two cideries. They also limited the size of the overall festival footprint and scaled back the number of days. In addition, they did not offer the brewers’ parade live music acts, and they had a more limited selection of vendors. They plan to keep the festival at about the same scale in 2023.

  While past festivals have spotlighted international beers or beers from specific states, they chose to focus this year on award-winning Oregon beers. They made this decision to focus on craft breweries with local distribution channels, in large part due to shipping issues. According to Larrance, “I’m glad that we made that decision because while I was looking for 27,000 to 30,000 people, we only had 23,500 people. Had we not scaled down, we would have been spending a lot of money and not broken even.” Also, at the conclusion of the festival, they were able to donate $10,000 to their nonprofit partner, Doernbecher Children’s Hospital.

  While the beers remained Oregon-specific, preliminary data from the festival survey shows that 36.8 percent of attendees came from outside the Portland Metro Area. In this regard, they were very close to their pre-COVID percentages of local versus out-of-town attendees.

  In addition to a heatwave and concerns about COVID that somewhat reduced attendance, the festival’s location along the Tom McCall Waterfront Park in downtown Portland continues to experience challenges due to the uptick in homeless camps and civil disobedience. These ongoing issues led to a 15 percent occupancy of downtown office buildings, thus significantly reducing the number of local people working downtown who would stop by the festival after work. Typically, they would get about 40 percent of their business from out of town, a number Larrance estimated was down to about 20 percent for this year.

  Despite the lower than projected attendance, brewers and beer lovers appeared ecstatic with the return of OBG. As Dan Malech, co-founder of Stormbreaker Brewing in Portland, Oregon, proclaimed, “It was so good to see so many people enjoying fantastic beer. We’ve been a part of OBF every year since we opened, and we hope to continue every year.” John Harris, owner and brewmaster of Ecliptic Brewing, also based in Portland, Oregon, concurred. “It was great to have OBF back. I’ve always enjoyed all the special beers that brewers make for the fest. The smaller size was a great way to bring the fest back.”

The Return of Local Pacific Northwest Beer Festivals

  Pre-COVID, the Craft Beer & Wine Fest of Vancouver (Washington), featured 60 beer taps, 80 wines and 35 craft vendors, along with live music all weekend and people traveling to the event from afar. While COVID restrictions prevented them from offering an outdoor festival in 2020, Rusty Hoyle, owner of Craft Nation, noted they were the only in-person Pacific Northwest festival of this type in Summer 2022. “We were really busy with the local people who were itching to get out and do stuff.” In keeping in line with consumer demand for personal safety, they offered hand wash stations, an expanded fence line that provided more room for people to be comfortable and new microphone covers for each singer. They plan on continuing these measures at future festivals.

  While many of their prior vendors are no longer in business, Hoyle observed how they are now seeing new craft vendors and also people traveling to this festival from outside the area. Each year, Heathen Brewing of Vancouver, Washington brings a fire truck with seven tap handles that contributes to the festival atmosphere.

  The 2022 festival featured over 100 wines and about 30 craft vendors, a number that Hoyle predicts will increase. Also, they narrowed their beer selection to showcase the breweries that align with their values. “We want them to be a part of this event and talk to our customers, not just drop off their beer. It allows fewer hands to touch the product while giving a better customer experience,” Hoyle opines.

  Among the other events that Hoyle organizes is Gorge Blues & Brews in Stevenson, Washington, which is held in late June with RV and tent camping available. This year’s event pulled in 2,500 people, shattering their prior attendance record by 1,000. The event features world-renowned blues artists on two stages with local craft beer, wine and spirits.

  In February 2022, Larrance launched the inaugural Over the Hills to Hillsbrew, a new local beer festival designed to highlight Washington Country and Portland breweries, along with a few other Oregon-based breweries. He believed that the local people felt cooped up and thought that a beer festival would help lift their spirits. While he anticipated around 5,000 people to attend,  approximately 2,800 came to sample beers from 25 to 30 breweries. This was an inside event held during the winter months when COVID was on the rise, so proof of a COVID vaccination was required. 

  In addition, the Oregon Trails Brew Fest, traditionally held the weekend before the Oregon Brewers Festival, returned in 2022. Hosted by the Oregon City Brewing Company in Oregon City, Oregon since 2019, this all-ages outdoor brews festival is a community-based event with lawn games, live music, 32 breweries, and three cideries. While they had a few more breweries in 2019, their ticket sales remained consistent with their pre-COVID statistics. 

  In the Pacific Northwest, an area with some of the strictest COVID restrictions in the United States, major festivals with a beer component that attract a national crowd, such as Feast Portland, are not slated to return until 2023, and festival plans are still in development. Some local breweries have begun to offer festivals, albeit often in a modified format, while others have chosen for now to focus on rebuilding their businesses.

The Design, Production and Manufacturing of Flavored Distilled Spirits

Cyndi
5 Ballotin alcoholic bottles

By: Kris Bohm: Distillery Now Consulting, LLC  

Take a moment the next time you are in your local watering hole. If you peer at the bottles of spirits behind the bar, there is a particular type of spirit you are sure to find. It is not whiskey, nor rum, vodka or tequila. The bottle you will almost certainly find is some type of flavored spirit. Whether it is a peanut butter whiskey or raspberry flavored vodka there is a variety of flavored spirits to be found behind every bar. If you look around at a liquor store, you will find dozens if not hundreds of flavored spirits on the shelf. The spectrum of flavors is massive and it is well worth giving the concept of flavored spirits some consideration. Many successful manufacturers have found that flavored spirits can be sold in volume. Let’s look closer at flavored spirits and then take some plain old vodka to flavortown.

The Appeal of Flavored Spirits

  There are literally thousands of varieties of spirits that are flavored. From spiced rums to honey whiskey, and vodka in a rainbow of flavors, there are flavors galore. The process of manufacturing flavored spirits can vary widely for the type of product being made. Some processes are expensive, labor intensive and can be subject to seasonality of ingredients. Other methods of manufacturing are very simple with merely the addition of a flavor before bottling. You might be asking yourself at this point. What kind of flavored spirits should I make at my distillery? This is a tough question because no two distillers have the same answer. Let’s start to answer this question by looking at the way flavored spirits are perceived by folks.

  The average consumer chooses flavored spirits because it is easy to make a mixed drink with. A person who enjoys a cocktail often has little to no knowledge of how to make a good cocktail. This demographic of consumer will view products like a lemon flavored vodka as a spirit that can simplify the process of making a cocktail. For this example, let’s explore the humble vodka soda. This popular drink is commonly served as vodka, plus soda water, with a lemon or lime added to it. If we substitute plain old vodka for a delicious lemon vodka this product can be combined with soda water and simplify the process of making a cocktail by not requiring fresh fruit to be added to the drink.

  For some consumers the appeal of choosing a flavored spirit over a traditional spirit is both flavor and drinkability. Drinkability can be a bit fickle so let’s define “drinkability” for the sake of this article. Some consumers of spirits believe they prefer to drink spirits that are labeled as “smooth” or “easy drinking”. Spirits even at 80 proof can be perceived as hot or labeled as a spirit that “has bite” or that it “burns”. These descriptors might not be terms used by producers of spirits as fair adjectives to describe their spirits, but regardless the adjectives are often used by the general public. Many flavored spirits not only have flavors added to them, they also have sugar or other ingredients added to them that mask the detectability of the alcohol in the spirits. The addition of flavor and sugar to a spirit can make the spirit taste more smooth or have less burn to it.

  It has been proven in blind tasting panels that the addition of sugar to distilled spirits is quite effective at masking the perception of the alcohol in spirits.

This is a huge factor as to why flavored spirits are sold in such massive volume. Consumers who might not otherwise like to drink distilled spirits find flavored spirits to be more pleasant to drink.

How to Make a Flavored Spirit

Distilling with Real Ingredients:  Smaller craft distilleries will sometimes use fresh ingredients to produce a flavored spirit that is deemed “authentic” or “artisanal”. One example is a fresh lime vodka made by a distillery in California. This spirit is produced by macerating fresh locally grown limes in a neutral spirit then redistilling that spirit to produce a flavored vodka. This method is quite effective and the resulting lime flavored vodka is quite delicious. On the down side this method is labor intensive and subject to the seasonality of the fruit. This can create limitations in production capacity and in some cases be cost prohibitive to produce.

Extracts for Flavoring:  A method employed successfully by large distilleries to produce flavored spirits is the use of extract based flavors. Extract flavored products are built in a tank where a measured amount of neutral spirit has water, sugar and extract flavor added to it to create a flavored spirit. This method is simple, scalable and economical. There are several flavor companies in the US and abroad that manufacture extract flavors that are TTB approved and meant specifically for flavoring of distilled spirits. These extracts are easy to work with and can fast track the production of flavored spirits. This method is a very economical way to manufacture them, when compared to using real, fresh ingredients to add flavor.

Quality Assurance Process:  Quality assurance, also known as QA, is the testing of a product before it is released to the market. There are many pitfalls in this process that must be navigated prior to release. Once a concept has been created for the production of a flavored spirit it is essential that rigorous product development and quality assurance testing takes place. Testing of the spirits for faults, flaws or problems is essential to the success and commercial viability of the product.

  Let’s look at an example of a failed QA in product development. A distiller once hit upon the idea of a flavored vodka and quickly rushed to take the product to market. The product was a strawberry flavored vodka and it was made by soaking freshly picked strawberries in vodka, then filtering the vodka and bottling the product. The result of this process was a vodka that had a beautiful light pink hue and an aroma of fresh strawberries. The product was instantly a hit and the distiller sold lots of it through their tasting room and to distribution. Not long after the launch of this product the complaints began to roll in. Customers complained that their bright pink vodka turned an unsavory shade of yellow. Liquor store owners demanded refunds for the vodka. Upon tasting the ugly discolored vodka there were no flaws to be found in flavor or aroma, but the color was downright off-putting. In the end the distillery recalled and bought back the product and shortly thereafter discontinued the production of their strawberry vodka.

All of this could have been avoided if they had a better QA process

Legal Considerations:  There is some legal navigation required when it comes to manufacturing flavored spirits. The TTB requires a formula to be submitted and approved before that spirit is allowed to be sold.  Part of the TTB formula process is the review of the ingredients used in the manufacture of a flavored spirit. Ingredients used in a flavored spirit must be approved by the FDA as an ingredient that is on the GRAS (generally recognized as safe) list. It is important in product development that one makes sure the ingredients they intend to use are approved by the FDA and TTB for use in distilled spirits. In the case of using extract based flavors, these extracts should be TTB approved. Ask your flavor manufacturer in advance if the flavors they are providing are approved by the TTB. Some flavor companies have thousands of TTB approved flavors. This multitude of options afford a distillery the opportunity to make a flavored spirit of almost any flavor they can dream up.

Let’s Go to Flavortown:  Now you have a better understanding of a few methods used to make flavored spirits, along with some of the guidelines and restrictions around production. You have the basic tools you need to start working on producing flavored spirits at your distillery. There is a huge opportunity to sell flavored spirits and one that we encourage you to take. Flavored spirits are the gateway to flavortown and it’s a place many successful distilleries go. If you need some help making your own flavored spirits drop us a line.

A Closer Look at Celebrity Brands of Craft Spirits & Beer

Cyndi

By: Alyssa L. Ochs

Actors, musicians and other celebrities love craft beer and spirits just like the rest of us. Yet the difference is that they often have the means, resources and connections to make significant investments in the industry. An increasing number of famous individuals have been getting interested in the craft beverage business and putting their names onto labels of products they stand behind or perhaps have even helped create.

  Here’s what the celebrity craft beverage industry looks like right now, major players in this field and what there is to look forward to in the future.

Celebrity Involvement in the Industry

  Celebrities take a step away from their typical work to get involved with craft beverages for various reasons. Some have a true passion for the craft, while others are in it for the money or just looking for more exposure and additional ways to promote themselves. While some celebrities learn about the production process and engage in making beer and spirits themselves, others do little more than attach their name to a brand for cross-promotional purposes.

  Either way, celebrity-brand craft beverages are often unique because of their higher price tags and limited availability. Some celebrities use their beverage-related profits to benefit charities, and others use their star power to launch tasting rooms for VIP guests. However, there are unique challenges that come with producing, marketing and selling celebrity craft beverages that other beer and spirit companies may not encounter. For example, a beverage brand may suffer when an affiliated celebrity declines in popularity or is involved in a scandal. Meanwhile, a celebrity’s popularity may be affected if the beverage he or she promotes isn’t received well by the public. Some craft beverage fans believe that beer and alcohol belong to them personally and not the rich and famous. Therefore, they might be turned off by the concept of celebrity affiliations and avoid these products entirely.

  But for people who are loyal to certain celebrities or just curious to try celebrity-affiliated beverages, these are accessible products that can often be purchased in stores and online. More popular beverages are usually found in liquor specialty stores, such as Binny’s and Total Wine & More. But you might have to search for more obscure and exclusive celebrity-brand beverages online through sites like Cask Cartel and Sip Whiskey.

Examples of Celebrity Beverage Endeavors

  From musicians across all genres to television personalities and film actors, a diverse array of celebrities have been making their mark on the craft beverage industry in recent years. Some of these examples were limited editions that are no longer sold, while others are ongoing efforts that are changing the industry one bottle or can at a time.

  For example, actor and comedian Dan Aykroyd co-founded Crystal Head Vodka as a way to introduce additive-free vodka and bring more creativity to the vodka industry. Along with his business partner, artist John Alexander, Aykroyd envisioned a new kind of vodka without unnatural ingredients and has a true passion for the product.

  Several years ago, pop music star Justin Timberlake entered into a co-branded partnership with Sauza Tequila to create Sauza 901 silver tequila. The name 901 references the area code in Memphis, which is Timberlake’s hometown. Timberlake said that he developed a love for tequila after visiting Jalisco, Mexico and seeing the craftsmanship that went into each bottle of the spirit.

  Iconic hip hop legend Snoop Dogg partnered with his friend and co-founder of Trusted Spirits, Keenan Towns, to establish his own spirits brand. Known as the “King of Gin and Juice” because of his famous song of the same name, Snoop Dogg developed Indoggo Gin, which mixes seven premium botanicals with all-natural strawberry flavoring. In the past, the musician has also had marketing deals with the Corona beer brand, released his own rosé wine and made investments in the cannabis industry.

  Meanwhile, actor William H. Macy co-owns Woody Creek Distillers, which is based in Colorado and operates a distillery and tasting room just west of Aspen. Not only has Macy invested in the brand, but he has also rebranded himself as Willie Creeks, an alter ego who is a musician and offers life lessons that ultimately promote rye whiskey.

  Another celebrity who has been involved in the spirits industry is actor Ryan Reynolds. He teamed up with Aviation Gin in 2018 after falling in love with the spirit and investing in the company. Since then, Reynolds has become a co-owner of Aviation Gin and driven the creative marketing for the brand. In recent years, and staying true to the aviation theme, he and the brand have teamed up with businessman Richard Branson to serve the gin onboard Virgin Atlantic and British Airways flights.

  A financial success story in the celebrity spirits industry brings us to the actor George Clooney. The idea behind Clooney’s tequila brand, Casamigos, came about after he and his friend, Rande Gerber, were in Mexico and wanted to find a smooth tequila they could sip all day without the dreaded next-day hangover. This was back in 2013, but the friends still personally tasted every batch of tequila made four years later. The brand exploded in popularity, mainly through word-of-mouth and having Clooney’s name attached to it. In 2017, they ended up selling the brand to Diageo for $1 billion, which made Clooney the highest-paid actor of the year.

  Thus far, celebrities have been more involved in the spirits industry than in craft beer or wine. But to a lesser extent, those markets are also drawing the attention of the rich and famous.

  The late-1990s and early-2000s pop band Hanson, comprised of three brothers who love craft beer (now that they’re old enough to drink it), launched the Tulsa, Oklahoma-based Hanson Brother Beer. They created their own craft beer business in 2013 with their flagship beer, Mmmhops, a 7.5 percent English-style pale ale. Since then, the brothers launched the Hop Jam Beer and Music Festival, collaborated with other breweries to create unique beers and dedicated a portion of their beer-related profits to clean water wells in Africa through a nonprofit organization they created.

  Another celebrity beer collaboration involves The Grateful Dead and Dogfish Head Brewing, based in Milton, Delaware. The psychedelic rock band has been involved with the brewery since 2013 and has worked together since then to create a third version of American Beauty HazyRipple IPA. The band’s “American Beauty” album and famous track “Ripple” inspired the beer, which features the iconic Grateful Dead dancing bear image on the label. However, the band’s involvement with other aspects of the beer production process is limited.

  To show how diverse and widespread the celebrity beverage industry has become, here are some additional examples of celebrities and their affiliated beer and spirit brands:

•    Kenny Chesney – Blue Chair Bay Premium Rum

•    Kendall Jenner – 818 Tequilla

•    Marilyn Manson – Mansinthe

•    Dwayne ‘The Rock’ Johnson – Teremana Tequila

•    Mark Wahlberg – Flecha Azul

•    Curtis ‘50 Cent’ Jackson – Effen Vodka

•    Bryan Cranston and Aaron Paul – Dos Hombres Mezcal

•    Sean “Puff Daddy” Combs – Cîroc Vodka

•    Channing Tatum – Born and Bred Vodka

•    Drake – Virginia Black Whiskey

•    George Strait Código – 1530 Tequila

•    Bob Dylan – Heaven’s Door Whiskey

Considerations and Looking Ahead

  The celebrity-brand beverage industry continues to be exciting because there’s always something new in the works to look forward to. There is always a strong public fascination with rich and famous people, and that trend is not likely to disappear anytime soon. As an increasing number of celebrities enter this industry, the competition increases and drives the demand for superb product quality that goes beyond just a popularity contest of celebrity status.

  Yet there are significant legal considerations that celebrities must keep in mind as they venture into the beverage industry for the first time. Collaborative efforts between celebrities and spirit-makers can take on various forms. These include development deals that give celebrities greater control over the final product and endorsement deals that offer little more than using a celebrity’s name. Other deals involve simply using a famous person’s image to promote an existing brand all the way up to full ownership, in which a celebrity owns both the brand and the means of production.

  Specific state and federal laws separate the roles of beverage producers, distributors and retailers, which can make it challenging for celebrities to navigate if they want to be involved in more than one part of the business. Other issues that celebrities must consider before diving into the beer and spirit industry are background checks needed to obtain alcohol beverage licenses, the age of their target audience, morals clauses in their contracts and endorsement disclosures required by the Federal Trade Commission.

  Alcohol production is proving to be an enjoyable and profitable side gig for numerous celebrities interested in connecting with their fans in new and unique ways. But to get beyond the initial hype and keep craft beverage customers coming back for more, it is time to embrace the spirit of innovation and achieve long-term growth with products able to stand on their own, even without a familiar name and face behind them.

Tröegs Independent Brewing: Not Your Ordinary Brewery

Cyndi
Troegs Scratch Lab sticker signage

By: Nan McCreary

Tröegs Independent Brewing in Hershey, Pennsylvania, is not your ordinary brewery. Situated along a confluence of highways connecting seven million tourists annually to central Pennsylvania, the brewery’s location is a perfect model for generating traffic. But it’s not the locale that truly captivates the visitor, it’s what’s inside. Whether you’re in the 5000-square-foot tasting room enjoying one of Tröegs’ award-winning brews or exploring the menu at the Snack Bar for scratch-made food to complement your beer, you are actually immersed in the brewhouse, with views of open-air tanks, and a glass-lined self-guided tour path that cuts through the center of the facility and allows you to experience — firsthand — the entire beer-making process, from fermentation to bottling lines to barrel-aging. It’s clearly a place for the adventurous and the curious.

  “We’re not a bar, and we’re not a pub,” said Chris Trogner, who co-founded the brewery in 1997 with his brother, John. “It’s a place where people can walk around and discover and learn. Our entire operation is on view, including the fermentation/filtration hall, packaging lines, an art gallery, a general store and our new Scratch Lab, where we experiment with new recipes. This is not just a place to drink beer, it’s where you can come and have a semi-immersive experience.”

  The Tröegs story is one of extraordinary growth and innovation. The Trogner brothers, who were always inventing something new when they were young — from skateboard ramps to homemade cannons — reunited after leaving home and going their separate ways, only to discover that a craft brewery might be in their future. Chris was attending college in Colorado in the midst of the craft beer explosion, and John, at Chris’s urging, joined him in Boulder. John began taking brewing classes and working at Oasis Brewing Company, and Chris went to England to study English brewing techniques. The two then hatched a plan to return to their native central Pennsylvania and open a small brewery in Harrisburg. They decided to name it Tröegs, a combination of their last name with “kroeg,” the Flemish word for pub. John was 25 at the time, and Chris was 23.

  Chris Trogner recalls rough patches during the brewery’s early days. “It was just my brother, John, and me,” Trogner told Beverage Master Magazine. “We started primarily as a packaging brewery, selling only bottles and kegs.” Their first pint sold was a Tröegs Pale Ale, and it helped get the little brewery off the ground. The first keg sold went to a Harrisburg restaurant shortly after the brewery opened.

  Fast forward 25 years — the brewery just celebrated its anniversary in July— and Tröegs has changed dramatically since its humble beginnings. Despite early challenges, Tröegs managed to gather such a large fan base of family, friends and “kindred spirits” that they quickly outgrew their facility in Harrisburg. In 2011, they built a new 90,000-square foot brewery (three times the size of the original) in nearby Hershey. With the craft beer industry booming, the move opened up an entirely new realm of possibilities for the Trogners’ innovative spirit. “As the industry grew, we were able to grow with it,” Trogner remembered. “Each year, as we’d sell more beer, we’d reinvest in more equipment and hire more people.”  Now, Tröegs boasts three brewhouses: a three-barrel brewhouse for experimental brewing, a 15-barrel brewhouse and a 100-barrel brewhouse, which the brewery uses for distribution. Annual production is 118,000 barrels. The brewery employs 250 people, with distribution in nine Mid-Atlantic states, plus Washington, D.C. “We look and feel a lot different than we did 25 years ago,” Trogner recalled, “but we’re still very much a family business. Because we’ve stayed true to our core values of independence and family ownership, we’ve kept the small-brewery DNA we all hold dear.”

  Today, their production focuses on specialty and seasonal beers. Their signature beer, the Perpetual IPA, is the best-selling IPA in Pennsylvania and is brewed with six different hops. Other standard beers include Tröegenator Double Bock, brewed in the German tradition of malty, sweet beers; DreamWeaver Wheat, a German-style hefeweizen; Sunshine Pilsner, a classic German-style pilsner and Haze Charmer, a hazy pale ale. In June, Tröegs released a limited amount of one of its most loved beers, Nimble Giant, described by Trogner as a “big beer that goes down easy.” Nimble Giant is always rated “outstanding” by Beer Advocate and is a fan favorite on Untappd. Equally popular is the seasonal holiday beer, Mad Elf, a legendary ale made from five varieties of tree-ripened cherries. “We’re always adding new beers,” Trogner said. “We try to have something for everyone.”

  In their never-ending quest for flavorful beers, the Trogners established the three-barrel Scratch Lab so that a dedicated team of tasters could meet weekly to test new flavors, equipment and brewing techniques. Beers are not given a name, but rather a number. Today, there are over 450 varieties in the Scratch Series, and in fact, many signature brews started in the scratch tanks. “We’re into getting to know the whys of our beers, where the flavors come from and how the process affects the flavor,” Trogner told Beverage Master Magazine. “We try around 100 new recipes a year. The recipes may not all become beers, but the experiments can make us more knowledgeable and help us become better brewers.” The Scratch Lab at Tröegs is on the self-guided tour and the Guided Production Tour (named in 2020 by readers of USA Today as the Best Brewery Tour in America). Here, visitors can have a ringside seat to see what the staff is doing and enjoy that same learning experience.

  While the Trogners are always seeking innovation in the Scratch Beer Lab, they’re just as inventive in providing refreshments to their visitors. Soon after opening, they added a Snack Bar to offer foods as original and interesting as the beer. The menu ranges from soups to salads, sandwiches, sweets and even a kids’ menu, with the majority of food made from scratch using local ingredients. “We develop our Snack Bar menu items much like we do beer recipes with our Scratch Series,” Trogner said. “We’ve thought long and hard about not just what food pairs with our beer, but why. We’re not out to tell you what to eat, but to inspire you to create pairings that perfectly suit your own palate.” For those who want to try a new food and beer adventure, Tröegs offers regular beer dinners with local restaurants, complete with tasting notes and recommendations on what hops variety may pair well with fruit or cheese, for example. “It’s our way of constantly experimenting and moving forward,” Trogner stated.

  Clearly, the Trogners’ desire to create is the heart and soul of their operation. Not only is this evident in the Scratch Beer Lab and the Snack Bar but also in a distinctive feature of the self-guided tour, the Art of Tröegs Gallery. “Artwork is important to us,” Trogner explained. “As brewers, we express our creativity with ingredients, tastes and flavors, but we enjoy what others are able to do, whether it’s making art with our bottle caps, labels and cans — anything that will give a sense of what’s in the bottle or the keg.” Every year Tröegs sponsors a contest and narrows the submissions down to the top two dozen for final judging. The grand prize artwork is featured in the gallery, and the winner receives a limited-release beer label created in honor of their artwork by Tröegs’ in-house artists. Over the years, entries have included a video game, a Smurfy miniature of the Hershey brewery, a multi-tiered cake, a hand-embroidered jean jacket and custom Tröegs sneakers.

  While the Trogners are committed to providing visitors with a unique experience at their brewery, they also focus on remaining active in their local community. Every year, they participate in local activities, whether it’s a large, organized event like a mountain biking ride or a fly fishing contest, or a simple beer tasting set up by a local distributor. Every year, the brewery also donates to more than 150 nonprofits involved in animal advocacy, arts and culture, education, health services and more. Additionally, the brewery buys more than 225,000 pounds of local grain, honey and fruit for use in their beer and seasonal fruits and vegetables for their Snack Bar.

  As Chris Trogner looks back on his 25 years in the craft brewing industry, he has witnessed many changes. “When we opened, there were fewer than 2,000 craft breweries in the country,” he said. “Today there are close to 10,000. There’s more innovation and more diversity. Now is one of the best times to be a beer drinker.”  Trogner is equally optimistic about the future of Tröegs Independent Brewing. “We’re young and we have a lot of gas left in the tank. We’re making long-term investments to increase capacity and improve infrastructure to set us up for the next 25 years. And, with good geography — Baltimore, DC and Philly are only two hours away, Pittsburgh is three hours away— we’re right in the sweet spot, distribution-wise.” 

  Undoubtedly, the Trogner brothers will continue to be driven by adventure and a sense of curiosity. With creative brewers like them, it is indeed a good time to be a beer drinker.

For more information on Tröegs Independent Brewing, visit www.troegs.com

Enhanced Single-Serve and Ready-to-Drink Markets Need Updated Point-of-Sale Systems   

Cyndi

By: Gerald Dlubala

Whether online ordering for pick up, requesting additional items to-go or purchasing single-serve containers from a local market, these options reflect the alternative and increasingly essential revenue streams for craft beverage producers. Additionally, they have proved to be a popular and effective way for craft producers to get their products into the hands of new and potential consumers. According to data supplied by Arryved, a leader in Point-of-Sale (POS) systems for food and drink businesses, many of the consumers that participate in the online and to-go craft beverage markets are different than those that choose to frequent brewpubs, tasting rooms and taprooms in person.

  The good news for craft beverage producers is that participation in the single-serve, ready-to-drink and to-go markets continues to grow. Consequently, it makes sense to nurture those relationships and make the off-premises consumer experience an event that provides value and enjoyment while enhancing your bottom line. The proper POS system can do that.

Your Business, Your Point-of-Sale System: Arryved

  “Of course, there was a sea of change beginning with the pandemic,” said Nancy Trigg, chief people officer for Arryved. “It seemed like, over the course of one night, the brewpubs, wineries and taprooms all had to scramble and pivot business models to come up with a functioning online and to-go ordering system, as well as a safe and viable delivery or customer pickup option. Point-of-Sale systems had to evolve and quickly match that change in direction. In haste, many businesses simply installed a separate system for this newfound revenue stream. It all seemed good until the businesses realized that, in reality, they were using two separate systems pulling out of a single inventory base, causing supply confusion and accountability problems. Point-of-sale systems, like Arryved, that looked at the situation and responded in a more business-sensitive, proper way were the ones that not only helped their clients survive but also helped them grow their consumer base during the uncertainty and shutdowns.”

  Trigg says that a proper POS system is one of the most crucial tools a craft producer has to understand and analyze for how they are doing business, and she urges owners to approach their businesses with that exact mindset.

  “If you have the proper POS system set up for all of your revenue streams, including on-premises, single-serve purchases and online ordering with customer pickup, you will immediately receive valuable insights into what you are selling, when you are selling it and how your products are being used,” said Trigg. “Are some products more popular at certain times, like lunch or dinner? Are some being consumed more with food? Which beverages are more popular at which times? Are they being sold in smaller pours? Larger pours? Are certain products more popular for carryout over in-house consumption? For flight purchases? So much data related to your specific craft products concerning single-serve and online-ordering revenue streams can be harvested from the right POS system.”

  Trigg told Beverage Master Magazine that the applicable laws about these types of sales will generally stick around because of the great work from the guilds, communities and cities to help food and drink businesses remain afloat during the height of the pandemic. Now, craft beverage producers must have a POS system that integrates these transactions into their daily business practices by highlighting and providing data tailored to their specific products, customer profiles and unique business situations.

  “When craft beverage producers start packaging their products, the inherent level of their risk rises, if only based on the costs of packaging,” said Trigg. “That little extra risk can be just enough to inhibit the creative experimentation that makes up the backbone of what a brewpub, taproom or tasting room is supposed to be. But with the right information derived from an inclusive and detailed POS system, that risk is minimized. Now they can offer the right products to the right consumers at the right time, including single-serves, ready-to-drink varieties or a wide range of to-go flight-type options or mix-and-match packs tailored to specific tastes. Unfortunately, not many POS systems properly provide these types of flight tools or pick-six options within their makeup. Arryved does just that, providing the craft producer meaningful insights into what is and isn’t working, and when.”

  Trigg said that Arryved is a POS system genuinely built to care for an all-inclusive beverage program, including those that, either now or in the future, want the option to offer food sales. In addition, Arryved enhances brewpub or tasting room atmospheres by allowing its customers to order drinks to-go, online or in single-serve, ready-to-drink options.

  “There are always developing options within the single-serve and ready-to-drink markets that craft beverage producers need to stay aware of,” said Trigg. “This includes the growing popularity of flight options and different sizes of mix-and-match take-home packs that the customer can customize. Craft producers need a POS system that recognizes these trends and supports mobile guests just as well as it does with on-premises guests. Arryved supports craft beverage producers in all facets of their revenue streams, while featuring unmatched support for the industry. In addition, we stay engaged in the business sector and always have someone available to speak with directly.”

Ready-to-Drink, Single Serve and To-Go Markets Thriving

  The ability to try and enjoy craft beverage products off-premises was, and still is, a game-changer for many craft brewers, winemakers and distillers. For the past couple of years, these markets have helped many establishments remain open and proved they could be a robust, new revenue stream. Breweries have traditionally offered their products in growlers and crowlers so their consumers could enjoy the beer at home. Additionally, the popularity of individual can seaming devices, like those offered by Oktober Can Seamers, gives craft beverage producers more flexibility in to-go offerings and allows consumers more flexibility in how and where they choose to use the beverage.

  In its primary function, can seamers allow craft beverage producers to get their product out the door and into the hands of consumers for off-premises enjoyment. But Dennis Grumm, CEO and lead engineer for Oktober Can Seamers, told Beverage Master Magazine that many clients realize additional untapped revenue possibilities by canning beer, mixed drinks and specialty cocktails for to-go orders. Brewpubs, distilleries, and wineries can all use a can seamer to offer their beverages, unique brews and house cocktails on a to-go basis. It’s an economical and very effective way to get new customers to try your products while satisfying your current customer base. Distillers have had great success canning their best-known, ready-to-drink cocktails, but canning is also an effective way to offer seasonal or limited-release drinks and cocktails.

  Pouches are another way to get your product in the hands of consumers that would not normally spend time in your place of business or would just like to take your crafted offerings with them on the go. Pouches range from those in the refrigerator for individual pours of wine to the single-serve cocktail and wine pouches that resemble the child-friendly juice pouches. The benefits of using pouches include offering a resealable, portion-controlled package that reduces packaging weight by up to 94 percent and can be shipped and packed using fewer resources.

Enhancing the Single-Serve and Ready-to-Drink Market: O-I Glass

  O-I Glass, based in Perrysburg, Ohio, is looking to elevate the single-serve, to-go and ready-to-drink markets to better reflect the on-premises, brewpub and tasting room experience. Megan Henry is the global marketing communications business partner for O-I Glass. She told Beverage Master Magazine that they are transforming the to-go, single-serve and ready-to-drink markets by offering a new glass packaging alternative called the Drinktainer™ for these markets.

  “In an increasingly common world of to-go packaging, we feel that it’s time for craft beverage producers to elevate that part of their business and the consumer experience,” said Henry. “Growlers and crowlers are great, but they have limitations. As soon as you open them, you’re under a time constraint as to how long that product will be good. Using our wide-mouthed Drinktainer™, you’re promoting a sustainable packaging option with the recyclable glass and RipCap® closure, and you’re allowing the consumer to enjoy your products as if they were in your brewpub, taproom or tasting room.”

  Henry said that capacity and shortage concerns still affect many industry players, but those worries are not an issue with Drinktainer™, which is currently available in inventory.

  “We know that many beer aficionados prefer to consume their beer out of a glass, straight from the tap,” said Henry. “Offering to-go, single-serve options in a recyclable glass container is just a naturally better way to enjoy beer and craft beverages in general. Glass packaging provides great flavor retention in any environment and allows producers to feel more comfortable offering their consumers different types and combinations of products without the fear that alternative packaging, like plastics or pouches, will taint their beer, cocktails or wine. In addition, with the wide mouth (42mm), consumers get the deeper flavor and more robust aroma experience as if they would be drinking from a glass on premises.”

  Sustainability is a significant issue of consideration in every phase of craft beverage production, and the Drinktainer™ is a fully sustainable product, available in clear that is customarily used for beer and in a flint tone that highlights the color combinations of cocktails and other beverages. It’s sealed using a RipCap®, an easily applied and highly secure closure that O-I Glass believes brings a nostalgic feel to the products. Drinktainer™ has been successfully used to offer pick-six trial packs and beer flights, and it requires no other glasses or barware to enjoy as the beverage maker intended.

Find more information on the Drinktainer™ at www.o-i.com

TANK & TANK SYSTEMS: Streamline Production and Maintenance

Cyndi
2 huge brewing machines

By: Cheryl Gray

The tanks and tank systems that support the production of the brews and spirits of the craft beverage industry work to keep the quality and safety of those beverages on target.

  No matter the size or brand of the tanks involved, craft brewers and distillers want optimal results and a minimalistic cleaning and maintenance routine to ensure productivity goes uninterrupted. Some companies cater to the industry to provide multiple options.

  Among them is Quality Tank Solutions (QTS), headquartered 35 miles outside of Milwaukee. The company, founded a decade ago, is a stainless-steel tank manufacturer. Jimmi Jean Sukys is the

company’s owner.

  “We are about 100 employees in size and we serve the brewing, food and beverage, dairy and pharmaceutical industries,” Sukys said. “Aside from manufacturing, we also install and repair stainless steel vessels. Our talented engineering team helps you refine your process by increasing efficiency, quality and cleanability.”

  QTS provides a wide range of complete stainless-steel tanks and tank systems for craft breweries, whether it is a start-up or an established brewery. This includes custom-built brewhouses with two to four vessels of 3-1/2BBL to 100BBL in size. The systems are configured to accommodate any height or space restrictions. Standard construction offers features that include either manual or fully automated operation and either steam or direct fire. QTS also supplies brewhouse equipment, such as boilers, chillers, keg washers, bottling lines and walk-in coolers. Sukys explains what additional innovations set QTS apart, including the top-priority use of high-quality materials, efficiency and cleanability.

  “Our QTS cellar tanks are versatile and are completely customizable to meet your specific needs,” Sukys said. “The tank system industry has been around for some time now. What QTS has brought to the table, in just 10 years of service, is consistent and trustworthy results with emphasis on quality standards. Our tanks are engineered and manufactured in Wisconsin, USA using only U.S. stainless steel. Tank longevity is a priority. QTS is with you every step of the way. Even after you receive your tanks, we can help you install, repair or expand. Our expert team members offer amazing customer service.”

  Solid customer service and buying American-made products are among the reasons behind Potomac Distillery’s decision to buy tanks and tank equipment from Idaho-based Corson Distilling Systems, Inc. The Washington D.C.-headquartered distillery is the home base for Thrasher’s Rum, which takes its moniker from owner Todd Thrasher.  “I worked with Corson because I wanted to source American-made products,” said Thrasher.

Corson Distilling Systems is a family-owned business founded a little over a decade ago by brothers Josh and Tory Corson. Today, the company hand-builds each system from materials that include raw stainless steel and copper. The firm also turned to SOLIDWORKS Premium 3D design software to boost its output, streamlining the process of creating models and drawing files while supporting automatic configurations of equipment designs within the SOLIDWORKS products family. Combining the productivity of SOLIDWORKS with another technology solution, COUNTERPART ERP, shaved off a considerable workload and further streamlined processes for the team of draftsmen responsible for the products sold by Corson Distilling Systems, Inc.

  Breweries count on a variety of tanks and tank equipment to get their products out. That includes brew kettles, lauter tuns, mash tanks and more. 

  QTS brew kettles feature what the company describes as a steam-driven Omega Heat Transfer Surface Jacket. The company touts this feature as one that allows precision boiling designed to eliminate over-boiling, which can negatively affect the final product. In addition to some of the other features that are standard on QTS products, its brew kettle standard features include a vent stack with DMS drain, flanged and dished top head, shallow cone bottom and a vortex breaker. 

  Options include a combination brew kettle and whirlpool, so-called “China-hat” assembly, direct fire and vent stack installation. The company’s whirlpool tanks can either stand alone or be combined with other functions. They are customized to handle a brewery’s system capacity. Standard features incorporate many of those offered in other products by QTS, along with a feature known as Trub Guard. The whirlpool tanks can be customized to combine the functions of a whirlpool tank with a brew kettle.

  The company also offers steam-driven calandrias designed to achieve boiling point temperatures without using a heat transfer surface jacket. The calandrias are made of a cylindrical shell and a tube design that is custom-sized to meet the requirements of breweries of virtually any size. The calandrias feature an insulated shell and tube design, accessible flanged ends, a square tube frame with adjustable feet and an optional flexible design to fit a brew house.

  Mash tanks by QTS include standard features such as flanged and dished top head, turbine agitation, glass stop manway, tank light, side wall baffles, shallow cone bottom, NORD gear drive, removable CIP assembly, steam jackets and, of course, 3-A standards. Options include a combination mash and lauter tun, a hydrator and a knife gate.

  The company’s lauter tuns incorporate a tight wedge screen wire fit at the bottom of the vessel, which is designed to eliminate the possibility of the screen bending under the pressure of a heavy mash bed.

  This tight tolerance design prevents excess grains from seeping through the screen. Features of the QTS lauter tuns include gear drive and agitation, which are configured based on the size of the vessel. Other standard construction features include a freeboard above grain bed depth, flanged and dished top head, shallow cone bottom, rake assembly with plow bar, glass top manway, tank light, removable CIP assembly, rectangle side entry manway and wedge widescreen false bottom. Optional features are a combination mash and lauter tun and underscreen CIP.

  Lager tanks designed by QTS feature a horizontal design that the company touts as more efficient since the tanks have more surface area coverage. The lager tanks feature flanged and dished heads, an insulated vessel design, a heat transfer surface jacket, a quarter-inch thick formed saddle with adjustable feet and an oval swing-in manway. They also have a removable CIP assembly with a “whirly spray” device and come fully equipped with a PRV, sample valve, butterfly valves and a CIP accessory. Available options include a stacked tank design and a visual sight gauge assembly.

  For distilleries, QTS offers custom-made hot and cold liquor tanks with features that include flanged and dished top heads, an insulated vessel, a round cross-arm manway, a heat transfer surface jacket, overflow control, F&D and flat-pitched bottoms.

Options include a visual sight gauge and an immersion heater. 

  One QTS product used for adding ingredients during the brewing process is the QTS Q-Bot. It can be used as a dry hop or slurry vessel. The tank’s flexibility helps in the work of adding ingredients at different points in the production process. Among its features are a shallow cone top head, a 24-inch round pressure manway, interchangeable perforated baskets in sizes of one-eighth, one-fourth and one-half inches, a tangential side inlet, a rolled push ring and caster wheels.

  Cleaning tanks and the accompanying equipment are very important, not only for protecting the investment in production, but also for protecting the distillery products. At Potomac Distillery, Thrasher favors a non-chemical approach to cleaning his tanks, which he says are all jacketed.

  “We clean the still and fermentation tanks about once a month. We typically use a combination of water and citric acid and then clean again with distilled water.”

  Experts say that designing, manufacturing, installing and maintaining tanks and their accompanying equipment is done with a combination of craftsmanship, innovation and ever-evolving technology. The aim, of course, is to preserve the products that craft brewers and distillers pour their time and resources into making and getting ready for market.