Category: General

10 Ways to Maximize Beverage Sales Through Every Spring & Summer Holiday

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people drinking and celebrating

By: Raj Tulshan, Founder of Loan Mantra

The arrival of spring means sunshine, warmer temperatures, gatherings and lots of drinking. This often involves celebrating with a cold pint of beer, glass of wine or festive cocktail. Special days are a great time to attract crowds planning to connect with family and friends at area restaurants and pubs and to increase beverage sales.

  More than 335,000 gallons of tequila are consumed in the U.S. during Cinco de Mayo fiestas. An estimated 92 million Americans take their moms out for a meal for Mother’s Day, making it the most popular day for restaurant dining. People don their big hats and spring finery, while sipping Mint Juleps at Kentucky Derby-themed parties. Then it’s time to toast to dads on Father’s Day, celebrate graduations, for bachelor and bachelorette parties and bridal showers. So, how can you maximize beverage sales all throughout these warm weather celebrations? Here are 10 tips:

1.   Spring into Theme – Jump into action with some tropical themed drinks. Serve a refreshing Cherry Blossom, Tequila Honeysuckle, or a Lemon Drop for festive seasonal celebrations and, of course, don’t forget a Mint Julep for Kentucky Derby parties. Source fresh ingredients whenever possible and use fun garnishes, like edible flowers. For a Spring Fling, use sorbet as a drink ingredient, with fancy glasses and pastel cocktail napkins. Get patriotic with red, white, and blue themed drinks for Flag Day, and consider garnishing the drinks (or the tables) with cute little sparklers. Throw a tropical party and encourage employees and guests to wear Hawaiian shirts and leis, with mai tai or pina colada specials. Have a taco and tequila party for Cinco de Mayo and decorate with bright colors and a cactus or two. What about hosting an ice cream party with boozy milkshakes on a hot summer night social? The possibilities are endless, so be creative!

2.   Partner with the right vendors – Many beer, wine and liquor vendors will provide plenty of marketing materials to help restaurants and bars drive beverage sales. They’ll often give you free table tents, branded coasters, and other materials to promote their brands. Some vendors will go a step further and provide give-away items, like branded pint glasses, t-shirts, or baseball caps for customers that order their products. This is an easy way for you to boost excitement and sales – and a fun incentive for your guests to enjoy.

3.   Get your financing in order – Restaurants and bars have, understandably, had a tough two years, due to the COVID-19 pandemic. And now the COVID fallout includes a trifecta of major challenges, including soaring prices on food and beverage supplies, ongoing supply chain disruptions and continued staffing shortages. Be sure that your financing is stable enough to sustain your operations, especially amid this turbulent period and as you recover from the pandemic hardships. If you need a business loan, talk to an expert that can advise you about which path to take. There are many viable options available to help your business through the short-term or for your longer-term needs.

4.   Get the funding for your marketing needs – You might have the most amazing place that serves the best food and drinks in the area, but if people don’t know about you, you won’t maximize sales, profits and other key metrics. Elevate your marketing efforts to generate awareness and excitement and drive traffic and sales. Be sure to have a professional, easy-to-navigate website with updated menus, drink lists, and specials. Become more active on social media and buy online ads that target your priority populations. Host special events and tastings. Send out emails about upcoming events and other incentives. If your budget is strained, consider a loan to boost your marketing efforts and attract more attention.

5.   Host VIP tastings. Boost customer loyalty with VIP tastings – Valued customers will feel special to be part of an “elite” event, so make these tastings feel exclusive and important. Send out VIP invitations. If your budget allows, you can go all-out with a red carpet and champagne. Or create a different vibe with beer flights, a wine tasting or a sampling of different types of whiskey. Ask your vendors to provide experts to discuss their products and educate your guests about the types of beer, wine, or liquor they offer. Your vendors might provide VIP gift bags or other SWAG, as well.

6.   Create a comfortable atmosphere – Be certain that your guests feel comfortable at your establishment, whether that means continuing to social distance during higher COVID transmission periods or keeping plastic partitions up for a while longer. Guests want to see “proof” that your restaurant or bar is still following strict cleaning and sanitation protocols, so place hand sanitizer dispensers around the facility and continue to sanitize tables, bars and other high-touch locations frequently. Have comfortable seating that will make people want to linger and have another drink. Use appealing soft (not harsh!) lighting and play fun music. Also, consider what would appeal to your target demographics. Men will want the big game on your TVs. A bachelorette party will want a fun waitstaff that will dare them to do shots. And guests appreciate some creative decorating for the holidays, whether that’s flowers and champagne flutes for Mother’s Day, or big hats and roses for Derby Day (also called The Run for the Roses).

7.   Provide outdoor seating – One of the silver linings of the pre-vaccination landscape was that many restaurants and bars added outdoor seating, which customers loved. Now that spring is finally upon us, people will welcome the opportunity to eat, drink and celebrate outdoors. Set up tables and chairs outside. Consider adding fire pits or offering blankets on chilly evenings. Offer boozy popsicles or milkshakes to boost beverage sales when the weather gets warmer. String up pretty lights. Plant colorful flowers. Make your outdoor area feel lovely and inviting.

8.   Offer special incentives – Promote special deals around the spring holidays, like “Moms drink for free on Mother’s Day” or “Dads get a free beer for Father’s Day.” Promote specials on tacos and margaritas for Cinco de Mayo. Offer Mint Juleps and tiny sandwiches for a Kentucky Derby watch party. Offer discounts on your special spring drink menu. Consider discounts on beer buckets for the spring or 2-for-1 drink specials on a typically slow weekday.

9.   Train your staff about the drink specials – Make sure your staff are educated about your drink specials and encourage them to upsell to your guests. This is especially important when you add new seasonal cocktails to your menu or if you’re having special holiday-themed drinks. Be sure your employees know what each drink tastes like, how it’s made, and what it pairs well with. Your staff are your best ambassadors. The way they describe your menu and drink specials will matter. In fact, it will have a direct impact on your sales.

10. Be active on social – Social media can be a very effective way to incentivize your events, spotlight drink specials, and highlight fun plans and celebrations for the season. Post about what you’ll do to treat soon to be brides well for bachelorette parties (Champagne toasts! Bloody Mary specials!), so they’ll come to your establishment instead of your competitors.’ Feature different staff members raving about their favorite spring drink or talking about the upcoming events or parties that you’re hosting. Share photos of beautiful spring drinks garnished creatively. Showcase that your place is the place to be this summer, for any seasonal celebration.

  Spring is in the air and there are so many opportunities to celebrate. There are also so many opportunities to promote your establishment, drive traffic and boost your beverage sales. Try these 10 tips to increase traffic to your establishment, customer loyalty and profits.

  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

  Loan Mantra is a financial services company that helps level the playing field for small and medium businesses to gain financing by providing a one-stop portal, paperless application process and personal service. With offices in New Jersey, Charleston, SC and New York, our only success is through your success. This means that our attention, purpose and intention are all focused on you, our client. We are your ally to overcome obstacles, bringing peace through uncertain times to achieve your highest goals and aspirations. Your friendly, responsive agent will listen respectfully and service your account actively through one of three locations in. We speak your language whether it’s English, Spanish, Hindi, Bengal, Hospitality, Laundry or Manicure, let us help you today. Connect with us at www.loanmantra.com, 1.855. 700.BLUE (2583)

Trends in Beverage Packaging to Look Out For in 2022

Cyndi Leave a comment
beverage stack in a stall

By: Preston Geeting

Building healthy lives entails nourishing our bodies, both mentally and physically. As such, the beverage industry will continue to be an essential component in improving the health of societies across the globe for as long as we call it home. More presently, however, the products we choose to consume from brands in today’s world often reflect our own personal values.

  Packaging plays a huge role in how impactful a product is on its target audience. Much of the information regarding what is considered healthy or not is often presented on the packaging of consumable beverage products, so their packaging must clearly communicate how it reflects the values of individual consumers. This makes the packaging industry a crucial component of the beverage industry.

  According to MarketWatch, the beverage packaging industry, in particular, is expected to reach a value of $142.28 billion by 2023 at a CAGR of 4.17%, a significant growth from $111.36 billion in 2017. This growth can be credited to the constant demand for groundbreaking, trendy beverage packaging across both industry sectors of alcoholic and non-alcoholic beverages.

  Each sector serves as a quintessential example of the beverage industry’s permanent dependency on the packaging industry, fostering a crucial and long-lasting partnership between the two. Thus, companies must now shift their focus on the ever-changing trends within both industries, while simultaneously aligning with the demands of consumer markets to maintain a competitive edge.

  A product’s packaging often complements its brand image and desired messaging, empowering a brand to sell not merely a product, but a lifestyle to its target audience. In the era of 2022, with headlines abuzz with topics encompassing Web 3.0, the Metaverse, and other digital innovations, product packaging that may be deemed ‘Instagrammable’ or trend-worthy is far more appealing to consumers than those perceived as more “traditional” or mundane.

  In the beverage industry, packaged products often reflect what value the brand can add to a consumer’s life, and how that value complements or enhances their current lifestyle. What makes your product unique enough to stand out on the shelves, compared to hundreds of others, relies almost entirely on the impact of its packaging.

  Additionally, in the luxury beverage space — such as high-end alcohol brands — product packaging is the first element consumers interact with showcasing why the product is desirable. Nightclubs and bars are excellent examples of this. In these settings, the most sought-after alcohol purchased is typically the one that stands out the most and similarly emulates a high-class, sought-after, yet rarely-obtained lifestyle.

  In the case of non-alcoholic beverage packaging, the packaging must communicate why one brand is better than another. This is commonly seen with packaging for companies that sell water. Although water is rarely perceived as little more than a standard beverage, all the details of its product packaging — from visual designs and colors to its sourced location, packaging material, and more — can spell the difference between its sales stagnating or skyrocketing. Other factors listed on the product’s packaging, such as the brand’s sustainability efforts or even the sheer convenience of its packaging, likewise play a key role in targeting specific consumer markets.

  For example, plastic water bottles that have a twist-off top may be less desirable to consumers in comparison to those boasting a sports-bottle style cap. Furthermore, sustainably-packaged water, or reusable metal water bottles, might be more appealing to eco-conscious consumers.

  The trends witnessed within both the beverage and packaging industry are constantly evolving alongside a growing consumer market. These industries must continue to work harmoniously to understand what makes consumers tick. Competition is always intense in the beverage industry, and companies spend immense periods researching competitors, as well as the needs and wants of consumers, to ensure that standards are met through superior packaging.

  Packaging must serve a purpose other than simply protecting products in retail stores or back-of-house storage to be memorable and appealing. The little details are essential regarding a beverage’s packaging, and these seemingly small details can have a significant impact on sales.  With all of this in mind, here are the top ten trends in beverage packaging to look out for in 2022.

1. Biodegradable Packaging:  Biodegradable packaging comprises of biopolymers, which are often found in the cellulose of plants. Since this form of packaging comes from plants, they easily decompose naturally over time in comparison to plastic packaging. Traditional plastic packaging, unfortunately, never decomposes. Instead, it slowly breaks down into microplastics which often wind up in our oceans or, even worse, our food.

  Recently, it was found that microplastics were detected in human bloodstreams. While this hasn’t been directly tied to plastic packaging, single-use plastics — such as those frequently utilized in beverage packaging — have been a significant cause of ocean-dwelling microplastics.

  To combat this, companies like Boxed Water Is Better are taking an active stance in ensuring that their product packaging is decomposable to fight the ever-growing single-use plastic issue; an issue which has also been recognized across various consumer markets. Throughout 2022, expect more beverage companies to release (or, at least, announce) their products being packaged in a similar, more sustainable manner.

2. Internet of Packaging or Smart Packaging:  Internet of packaging, or innovative packaging, comprises the integration of QR codes, smart labels, RFID, and AR/VR into packaging technology. The industry will begin to see the next evolution of packaging personalization through technology, especially QR codes, as adoption rates have soared since the pandemic in 2020.

  An example of this is 19 Crimes, a famous Australian wine company that has become a global phenomenon that works with celebrities like Snoop Dogg to craft fine wines, with each one telling a new story. The bottles of wine are brought to life via AR integration with a mobile app. Once labels are scanned via the app, it tells consumers the tales of notorious criminals through a pop-up video. Several coffee suppliers in the Australian market have begun implementing this method to provide consumers with a story element behind the type of coffee they purchase. This informs consumers who advocate for ethical and sustainable farming practices that the product they purchased aligns with their personal values.

  For another example of this trend, imagine purchasing a bottle of wine as a gift. If the bottle has a scannable QR code, the sender can write a message, and the recipient can see the message enclosed in the app. This eliminates the need to send additional paper cards and advances the gifting process.

  From a design perspective, we will quickly begin to see more minimalistic styles as a direct result of QR codes; if brands design packaging to have a QR code containing all the written content, it eradicates the overwhelming amount of information consumers currently see on packaging. And because product information is often small, making readability an issue, QR codes could also add an element of accessibility.

3. Recyclable Packaging:  Recyclable packaging is similar to sustainable and biodegradable packaging; it helps the environment and appeals to more environmentally-conscious consumers. However, biodegradable packaging merely degrades, whereas recyclable packaging can be reused, making it more sustainable in the long run.

  One new interesting element of recyclable packaging not seen typically is referred to as circular packaging. Circular packaging is forecasted to become an industry trend, as it utilizes a single layer for the packaging, rather than multiple layers, significantly reducing waste in the process. Along with this reduction in waste, circular packaging encourages companies to optimize the materials used in their packaging, maximize and amplify supply, and protect brands while inspiring them to make a significant impact against high-waste packaging.

4. Edible Packaging:  In 2019, London marathon runners made headlines worldwide after news broke that they were provided with seaweed pouches filled with energy drinks, rather than plastic water bottles. This enabled them to consume their water and leave zero waste. While edible packaging may not yet be very common, this example highlights how such a trend can genuinely help niche industries advance and make a difference — both for the environment and consumers.

5. Custom Packaging:  Beverage brands looking to differentiate themselves from competitors are increasingly utilizing custom packaging platforms to meet their needs. These platforms eliminate the physical component of fully-stocked warehouses, offering beverage manufacturers, brand owners, and suppliers with streamlined tools that both align with their marketing initiatives, and efficiently and effectively deliver eye-catching packaging for their products. This simplified process is quickly gaining traction across the beverage industry, providing companies with a one-stop-shop for their custom packaging solutions.

6. Active Packaging:  Active packaging consists of new technological techniques that extend the shelf-life of products, especially in the food, beverage, and pharmaceutical industries. Active packaging works by interacting directly with the packaged product and is designed to eradicate residual oxygen, bringing the product to a level where there is zero-permeation. This trend could lead to increasing the shelf life for beverage products that may otherwise spoil on retail shelves or in warehouses, thus mitigating costs for companies.

7. Packaging Automation:  Packaging automation for the manufacturing of products has witnessed a significant boost through AI. When combined with platforms that can serve as a one-stop-shop for custom and stock package purchasing options, this trend shows how robotics in the packaging industry can turn companies into genuine industry titans like Amazon, which continues to lead in terms of warehouse robotics and automation. Packaging automation enables the e-commerce giant to stay ahead of the game and on top of the retail charts. The same tactics could easily apply to companies in the beverage industry.

8. NFT Integration and Utility:  Non-fungible tokens (NFTs) are one of the fastest-growing trends in 2022, and the beverage industry is leading the way. Penfolds, Glenfiddich, Hennessy, and other luxury brands are now selling NFTs that corresponded to a limited edition physical bottle; the NFT acts as a digital receipt that validates the authenticity of the wine bottles. Many start-up beverage companies, however, are finding ways to leverage this technology with their physical packaging as a marketing tool. From startup Perfy’s customized NFT soda cans, to The Bored Breakfast Club including the famous Bored Apes collection on their packaging materials, NFTs are proving to be a unique way for beverage companies to help promote their brand and acquire a larger portion of consumer markets. 

9. 3D Printing:  3D printing has become cheaper for companies to prototype their packaging designs, materials, and even manufacturing machines. 3D printing boosts packaging designs by removing the typical challenges packaging designers face. Some of these challenges tend to include the need for multiple prototypes (which generate additional waste), fewer resources and materials to source prototypes, as well as reduced costs during the packaging design stage. This evolving trend streamlines the design process, and can enable beverage manufacturers and suppliers to conduct more in-house prototyping with their packaging without the presence of a middle man.

10. Nanotechnology:  Regarding the beverage industry, nanotechnology in the form of nanocoating or nanosensors is most commonly used. Nanotechnology-enhanced packaging reduces microbial bacteria and can help improve the quality of the product, especially in water.

  Overall, each of these trends holds the potential for companies within the beverage industry to successfully outgrow their competitors, and each is deserving of careful consideration when designing packaging solutions throughout the remainder of 2022. In a market that is as ever-changing as it is necessary, it is imperative that brands stay one step ahead, understand the true importance of these trends, and implement them accordingly.

  Preston Geeting is a Co-founder of Packform. Along with Philip Weinman and Peter Williams, he recognized the opportunity to transform the antiquated packaging industry with innovative technology, creating new service levels, better customer experience, and more significant opportunities for all involved. As of 2020, Packform officially became the fastest-growing packaging company and won the gold International Stevie Business Awards for Technology Startup of the Year.

Exploring the Nuances of Distilling Bourbon

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distilling bourbon equipment

By: Becky Garrison

Jason Parker, co-founder of Copperworks Distilling Company in Seattle, Washington and a native of Kentucky, may distill American Single Malt whiskey. Still, his collection of 600 bourbon bottles speaks to his love of this particular whiskey. “Whiskey made from corn produces a lighter and oiler texture than other whiskeys such as Scotch, Irish, Canadian or Japanese rye.”

  Tom Jones, Global Brand Ambassador for Kentucky Owl, offers this succinct history of bourbon. “Immigrant farmers discovered ways to turn wheat, rye and corn into dollars, which flowed all the way down the Mississippi, fueling celebration on the streets of New Orleans.”

  While some claim bourbon was named after Bourbon Street, others like Jay Erisman, co-founder of New Riff Distilling in Newport, Kentucky, believe the name came from Kentucky’s Bourbon County, where this spirit emerged.

  In summarizing the history of bourbon, Parker reminisces how modern expressions of whiskey have someone named Beam as their master distiller or on their board of directors. This points to the brotherhood and family network of individuals who have distilled Kentucky Bourbon since the 1700s.

  For example, Buffalo Trace Distillery, an award-winning distillery based in Frankfort, Kentucky, has a rich tradition dating back to 1775. According to Kristie Wooldridge, Buffalo Trace’s PR associate manager, Kentucky has many unique natural features that make it the ideal location for producing bourbon. “We experience all four seasons, which plays a big role in the aging process, and our water is naturally limestone-filtered. Early settlers found Kentucky’s ground to be quite fertile for growing corn, an essential ingredient for bourbon, and put down roots here. The rest is history.”

  Jones cites Kentucky’s natural resources as contributing to the quality of Kentucky Owl’s bourbon, which it’s been distilling since Charles Mortimer founded the distillery in 1879. “The blue limestone-filtered water provides us with a good supply of clean, fresh and filtered water unlike anywhere else.”

  In addition to using water to produce bourbon, the water also feeds the growth of raw materials. Also, in Jones’ estimation, the hot summers and cold winters provide the perfect conditions for bourbon to expand and contract, passing in and out of the oak barrels. “This gives us color, mouthfeel, and flavor,” he said.

Defining Bourbon

  For a U.S. spirit to be labeled “bourbon whiskey” by the TTB, it must not exceed 80% alcohol by volume (160 proof) from a fermented mash of not less than 51% corn and stored at not more than 62.5% alcohol by volume (125 proof) in charred new oak containers. New American wood imbues bourbon with a full-bodied flavor profile quite different than barrels from Europe and Scotland. Due to the difficulty in sourcing new American oak, bourbon is produced primarily in the United States.

  Straight bourbon whiskey has been stored in charred, new oak containers for two years or more, and may include mixtures of two or more straight bourbons, provided all are produced in the same state. Blended bourbon whiskey is the classification for bourbon produced in the U.S. containing not less than 51% of straight bourbon. The TTB does not specify the requirements for the remaining 49% ingredients, thus allowing for considerable creativity among distillers.

  Distillation processes typical to the Kentucky whiskey-making regimen differ from the Celtic traditions. Erisman told Beverage Master Magazine, “We distill ‘on the grain,’ meaning that the still is fed with both liquids and the ground grains from the mash. This extracts more flavor from the grains than in other distilling traditions.”

  While Kentucky may be considered the home of bourbon, one can find distilleries throughout the U.S. producing this spirit. Molly Troupe, Master Distiller at Freeland Spirits in Portland, Oregon, speaks to the regional differences inherent in bourbon distilled outside of Kentucky. “Each of those ingredients has their own nuances, particular to the region that they are grown, that makes them special.”

  Following are some examples of bourbons distilled in different regions of the United States.

  30A Distilling Company (Santa Rosa Beach, Florida) – Like many small-batch producers, 30A Distilling founder Brian Rabon sources his bourbon. He describes 30A’s process for making bourbon as “distilled in Indiana, rested at Sugarfield Spirits in Louisiana, and then finished at 30A Distilling Company.” Like its other spirits, its Blue Mountain Beach Bourbon (81.4 proof) is named for one of the local Florida beaches. The mashbill is very rye forward at 36%, which gives this bourbon some spicy and peppery notes. Also, Rabon produces a lower-proof version that allows for sweeter corn notes.

  The Aimsir Distilling Company (Portland, Oregon) According to co-owners Christine and Steve Hopkins, the Pacific Northwest’s cooler, drier environment affects how the bourbon extracts from the barrel. Steve, head of production, told Beverage Master Magazine, “Even though we’re using new oak barrels, our bourbon does tend to extract a little bit slower from the wood. So you get more of the mashbill flavor and less of the barrel flavor.”

  Aimsir uses 51% corn and 45% wheat for its mashbill, resulting in a high-wheated bourbon with a smooth flavor, bottled at 94.5 proof. The bourbon ages between four and four and a half years, with distillers testing the barrel periodically after the fourth year until it gets to that sweet spot. “If you age it too long, you start to get too much barrel notes,” Steve Hopkins said.

  Alchemy Distillery (Arcata, California) – When they first started their distillery, co-owner and head distiller Amy Bohner said they made batches of 100% single grains to get to know each grain’s flavor profile. “Being able to choose which corn, rye and wheat makes each batch unique. And every batch for us is a single barrel, so the options for our mash bills are vast.”

  Alchemy chose to work with local farmers and keep the grain in whole form until milling the day of the cook. According to Bohner, this ensures optimal freshness, similar to grinding beans just before making a cup of coffee.

  Brother’s Bond Bourbon (Fort Smith, Arkansas) Co-founder Paul Wesley describes Brother’s Bond Bourbon as hand-selected, four-grain, high rye, straight bourbon with the grain flavors optimized. It is distilled in a copper column and copper pot-doubler, aged four years in virgin American Oak, staves charred #4 and heads charred #2, and chill-filtered once at a distillery in Lawrenceburg, Indiana. Then the bourbon is bottled at 80 proof, 135 barrels at a time, and distributed at Brother’s Bond’s facility in Fort Smith, Arkansas.

  Ian Somerhalder, co-founder, highlights their commitment to sustainability. “We partner with organizations that use sustainable and regenerative practices to combat climate change. Also, we aim to use our platform to help reverse climate change by giving back a portion of proceeds to support regenerative farming practices.”

  Freeland Spirits (Portland, Oregon) – According to Molly Troupe, Freeland Spirits’ bourbon is a sourced whiskey, which means that only the aging and blending take place at the distillery. Distillers finish the bourbon in Pinot Noir barrels, where it sits for about six months. Then, they select barrels for blending, adding water to bring the bourbon to bottle-proof.

  In Troupe’s estimation, one of the best parts of living in the Pacific Northwest is its proximity to makers of all kinds. For example, through their relationship with Elk Cove Winery, they get barrels delivered to them the day they are dumped.

  Hood River Distillers (Hood River, Oregon)  – Hood River distillers purchase bourbon in barrels from a source in Kentucky. Then, they experiment and manipulate the bourbon through those barrel finishes, which Master Distiller Joe O’Sullivan finds best define the region and complement the flavor of the base spirit itself. He told Beverage Master Magazine, “By finishing the same spirit in various, unique regional casks, we focus entirely on the Northwest and its culinary strength.

  Maverick Whiskey (San Antonio, Texas) – Maverick Whiskey pays homage to founder Kenneth Maverick’s storied Texas roots and the family patriarch Sam Maverick (1803-1870). Its Texas Straight Bourbon Whiskey mash, which consists of locally sourced corn and rye, is distilled in a hybrid pot still, a combination of a pot still and a column still. As the bourbon ages, it gets proofed to 88, using reverse osmosis filtered water and then non-chill filtered, thus ensuring a bold flavor. In Head Distiller Kevin Graham’s assessment, the Texas grains –corn, in particular – are sweeter with a bigger flavor than grains grown elsewhere in the county. Also, the Texas Hill Country is home to artesian wells that produce hard water with a high carbonate, ideal for distilling spirits and making beer.

  Mile High Spirits (Denver, Colorado) – Wyn Ferrell, co-founder of Mile High Spirits, distinguishes his distillery not by the spirits but by the people. “We have an amazing vibrant staff that produces our products with passion, heart and soul, but also has a lot of fun with music pumping and people dancing.”

  Ferrell sources unique grain profiles from around the world for Mile High’s mashbill, which is distilled in a pot column hybrid from Germany-based Arnold Holstein Stills. As part of its commitment to regenerative agriculture, Mile High sends all its spent grain to a local rancher.

  Port Chilkoot Distillery (Haines, Alaska) – Heather Shade, Port Chilkoot’s founder and co-owner, sources the distillery’s organic, certified non-GMO corn and Kentucky barrels from a barge that floats up the famed Inside Passage from Seattle to Haines once a week. Distillers cook, ferment and double-distill the bourbon mash on-site using a traditional method of open-fermentation, distill on-the-grain and a batch double distillation process. The bourbon is proofed down to barrel strength after distillation using water from their glacier-fed mountains and aged in a climate-controlled barrel house. According to Shade, “The unique water source and the stormy weather patterns/large barometric pressure swings here give their maturation a different character, more similar to the Scotch whiskies made in Scotland.”

  Side Hustle Brews & Spirits (Slippery Rock, PA) Chad McGehee, Founder, Balmaghie Beverage Group (dba Side Hustle Brews & Spirits, Side Hustle Hops Farm, Balmaghie Artisanal Spirits), sees his core business objective to build a farm so they can produce their own artisanal spirits from farm to glass. Starting in May, they moved from sourcing their bourbon to producing their first runs of produced recipes. They will purchase their Western Pennsylvania historic grains from a neighboring farmer. In particular, the Jimmy Red Corn used historically by Western Pennsylvania moonshiners produces a higher sugar content than normal corn that results in a sweeter Straight Bourbon Whiskey with an ABV of 50%. Their mashbill, which is high in rye and aged for seven years, is mixed either in their single pot or in space they rent from other distillers as need be. Also, they use American White Oak, which has been cured in the rain, snow, heat, and cold for a full eight seasons before they are transformed by coppers into barrels. 

Efficient and Sustainable Hops Ensure Creative Craft Brew Hoppy-ness  

Cyndi Leave a comment
2 bottles of hospteiner

By: by Gerald Dlubala

Sustainability is at the forefront of brewing in general, and it’s a focus point in each specific aspect of the brewing process,” said Doug Wilson, Director of Sales and Marketing at Hopsteiner, recognized as one of the largest global vertically-integrated hop growers and distributors in the world. “The sustainability mindset naturally carries over to a brewmaster’s ingredients, including the hops they choose. Likewise, craft brewers need successful and sustainable hops to replicate their beer offerings. Fortunately, we have experienced a quick rebound in crop growth and availability as hop growers after the recent heatwaves and drought that proved harmful to many hops, malt and barley growers. That rebound, combined with the general open-mindedness of both craft brewers and craft beer drinkers, lends itself to a successful and sustainable relationship between brewers and hop growers.”

  Hopsteiner utilizes a genome breeding program that is molecular marker-assisted, identifying the key and desirable traits they want available in their hops. The hops are, in turn, bred to be stronger, more resistant, and ultimately, more efficient and sustainable. For example, Hopsteiner identified the powdery mildew resistant component in hop strains and, through selective breeding, now offers those popular hop varietals with bred-in powdery mildew resistance traits.

  “Brewers look for a couple of things in their hop provider. Usually, it centers around cost savings and sustainability. Sustainability means new agronomically superior and disease-resistant varieties requiring less spraying and fertilizing, ultimately producing higher yields with more drought resistance. By providing our own breeding technology, Hopsteiner can offer products like Salvo, derived from CO2 hop extract and predominantly containing hop essential oils and beta acids, that can be used in hot applications without adding bitterness or causing beer loss. Its use has also reportedly extended the shelf-life for hoppy-style brews,” said Wilson.

  “We see a lot of the sameness in brewing. When I say sameness, I’m talking about a combination or mix of hops used to produce a particular flavor profile. But that sameness can also bring about a hesitation by consumers to try a new beer if they see a hop flavor profile with which they are already familiar. That type of consumer behavior directly opposes the inherent purpose of a great brewpub.

  The true craft brewer wants their consumers to want to try new flavor profiles, aromas and combinations. And one of the best things we, as hop growers, can tell a brewer is, with prices of most goods going up, the costs of hops aren’t that bad right now. On top of that, there are new varieties available to the craft brewer that will produce those new formulas and beers that can lure in, excite, and satisfy the craft beer consumer.”

  Hopsteiner offers the familiar products they’ve traditionally provided. They can drive additional efficiencies into those offerings using their in-house programs, allowing craft brewers to dare to be different. For example, Hopsteiner’s Tetra-S, derived from CO2 hop extract, provides an excellent flavor profile and offers foam-enhancing abilities for an increased visual appearance on beers that typically may not show or hold a head of foam.

  “Brewers have to get out of the rut that I feel craft brewing has been in for the last couple of years,” said Wilson. “We help them do that with our breeding program. We use worldwide hop hunters that allow us to offer new genetic materials to bring out new chemical compositions that allow craft brewers to use their creativity. Additionally, by brewing sustainable beers with new flavor profiles and aromas, craft brewers can gain the upper hand in gaining and keeping valuable shelf space that is already limited.”

  Wilson told Beverage Master Magazine that craft brewers must be their own advocates and do their research regarding sourcing hops. “Don’t just take one supplier’s word for it,” said Wilson. “Work on developing a good and comfortable rapport with all your suppliers, and then have open and honest conversations with them about supplies. The market is currently flush with hops. We’ve rebounded quite well from past climate issues in all varieties, with no slowdown in the foreseeable future. As a craft brewer, you have to talk with suppliers to determine where you need to contract supply and those places where you may not need to contract. In some current instances, it can be safer and more economical to play the spot market to fill your hops needs.”

Cryo Hops Offer Sustainability, Efficiency and Savings

  Yakima Chief’s Cryo Hops are processed using cryogenic technology, separating whole hop cones into the concentrated lupulin and the bract, or leaf component. The hops are processed and individually preserved using low temperatures in a nitrogen-rich, ISO-9001 certified production facility with limited opportunities for oxidation from initial separating through the final pelleting process.

  Cryo Hops pellets are the concentrated lupulin of whole leaf hops, housing the resins and aromatic oils that provide an even more intense hop flavor and aroma to your brew. Brewmasters can use these pellets anywhere traditional whole leaf or T-90 hop pellets are used but contain nearly twice the amount of flavor and aroma producing resin content. That extra resin content allows craft brewers to efficiently dose large quantities of alpha acids and oils without introducing astringent or polyphenol flavors or unwanted vegetative material. They also increase yield by reducing brewhouse and cellar trub and offering cost savings and net revenue increases with each batch.

  The pellets are specifically designed to offer efficiency and savings and provide greater sustainability in use, packaging, shipping and storage. The leafy material of the hop cone gets removed during the production process, reducing the overall amount of plant material brought into the brewing process. This reduction further eliminates trub loss and results in increased yields (3 to 5%) and improved quality. Yakima Chief reports that water, malt, utilities and labor are utilized more efficiently for every barrel of beer gained while only requiring half the storage and shipping requirements.

  Yakima Chief’s Cryo Hops perform similar to T-90 hop pellets with comparable density and dissolving characteristics and are appropriate as a full or partial replacement for whole leaf or T-90 pellets. However, they are only dosed at 40-50% of T-90 pellets by weight because of their concentrated qualities. Additionally, they do not pose a clogging risk to heat exchangers because of their fine particle size. They should be added to the kettle late in the process to prevent boiling out the intense flavor and aroma characteristics. Introducing the pellets in the whirlpool is preferred to increase aroma and reduce trub load from significant late additions. Using them in the fermenter is another excellent way to increase aroma and reduce trub loss. Cryo Hops will settle out during standard conditioning and can be fined, filtered or centrifuged.

Creative Hop Use Helps Fuel Growth of No and Low Alcohol Craft Beer

  Once considered a less-than-desirable alternative, low alcohol or no alcohol beer is now widespread and quickly trending upward, with breweries of all sizes taking note.

  In a video address, Richard Hodges, Regional Sales Manager of Yakima Chief Hops, said that the NA and LA beer markets provide an opportunity to shine for craft brewers, allowing them to display their creativity in brewing using a variety of quality, sustainably grown hops.

  “The low and no alcohol beer markets are without a doubt the fastest moving market,” said Hodges. “The last ten years have provided improved methods and innovation in flavor and aroma, thereby enhancing more widespread acceptance of new low alcohol or no alcohol brews. The main consumer base for these markets is the 25–45-year age range with an interest in a healthier beer alternative that fits into a moderation or abstinence lifestyle. In more direct cases, some regions have adopted stricter alcohol laws that have moved beer consumers to try low or no alcohol craft beverages.”

  “The biggest challenge we see in LA and NA beers is the lack of beer complexity and character loss involved due to the absence of alcohol,” said Hodges. “As a brewer, you have the option to either mask that lack of complexity or make up for it by using essential hops and malt profiles. But, of course, we believe it’s always better to make up for any lost taste profiles rather than simply trying to mask them. And because of the continuous growth of NA and LA beer, the improved and successful methods to make up for any lost character and complexity have become available to the smaller microbrewers, allowing them to appeal to and welcome a whole new demographic of potential patrons.”

  Hodges said that bittering hops like Yakima Chief’s Warrior, Columbus, and Chinook offer ways to add the traditional solid-yet-smooth bitterness needed to complement conventional hoppy and West Coast beer styles. Other options, including their Sabro and Talus, will add the fruit and cream, vanilla or coconut flavors to give LA or NA beverages a perceived body.

  Aromas in our favorite craft beers also add complexity but can get lost in the NA brewing process. To add those aromas that get lost in low ester production, Hodges recommends Simcoe, Idaho7 or Eknanot for a sweet tropical smell and an extra layer of complexity. Crystal, Columbus and Nugget varietals will give the familiar and expected woody, green and pungent hoppy flavors that craft beer drinkers expect.

Expect The Unexpected

  New flavor profiles and chemical compositions are quickly becoming available in conjunction with more sustainable sources of hops. As these hops make their way into the hands of creative brewmasters, there’s every reason to believe that craft brewpubs can creatively challenge the patrons’ tastebuds, causing them to raise a glass to an ever-evolving menu, including the exploding no and low alcohol market.

Boosting Brewery & Distillery Business with Entertainment and Lodging  

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2 guitarists jumping

By: Alyssa L. Ochs

With thousands of craft breweries and distilleries in operation today, it’s no longer enough to simply produce amazing beers and spirits. Brewers and distillers are quickly learning that to thrive and stand out among the competition, they need to build a unique brand and expand their reach to a broader customer base.

  Some of the best ways to achieve this are to offer entertainment and recreation opportunities for everyone to enjoy and onsite lodging that makes an evening out safer and more convenient. With the right event-planning strategy, you can keep consumers coming back to your business even after they’ve sampled everything on the drink menu multiple times.

Types of Entertainment and Recreation

  In recent years, both breweries and distilleries have gotten very creative with the types of entertainment they offer. You’ll regularly find local establishments offering board game nights, yoga classes, musical concerts and karaoke nights. Trivia, open mic comedy nights, painting and crafting events and book club meetings are also held at breweries and distilleries.

  Low-key options, such as yard games and photo booths, are easy options to add, as well as professional networking events, poker tournaments and sport-themed events for big games. Breweries and distilleries can become more involved in their communities by partnering with other businesses to promote local products, nonprofits to support important causes and artists to display pieces of original artwork on the walls. Meanwhile, it’s fun to host holiday-themed festivals, offer educational brewing or distilling lessons and highlight new beverage releases in a way that entices people to walk through the door.

  Dana Koller, the president of Kaktus Brewing in Bernalillo, New Mexico, told Beverage Master Magazine that his brewery’s most successful events have been celebrating Oktoberfest, St. Patrick’s Day and other cultural events. Kaktus always has a full lineup of exciting events on the brewery calendar and offers small-batch brews, organic bites, and a refreshingly chill atmosphere.

  “I think what makes them successful is that we are genuine about the celebration and not just there to make a quick buck,” Koller said. “Although we may not be the most authentic option, we make sure that we have a blast doing what we do and show our appreciation for those wanting to celebrate.”

  On the distillery side of things, Sledge Distillery in Tolar, Texas, has been adding lots of events to its calendar lately, including tastings, tours, food, retail offerings and live music. Sledge Distillery specializes in hand-crafted spirits based on a World War II family moonshine recipe.

  “Private shopping nights for new releases have been very successful,” said Susan Sledge. “Also, we have found that the addition of live music adds to the atmosphere. Our clients are looking to re-engage with us and bring their friends along. We consider their repeat business a huge honor.”

Onsite Lodging Options

  Another unique idea for breweries and distilleries to consider is adding lodging near the taproom to welcome overnight guests. Some craft beverage producers have locations in historic buildings that can be renovated to include accommodation in an adjacent space.

  Alternatively, producers can purchase or build a separate building that provides lodging on the same property. Not only is this a good way to keep customers safe from drinking and driving, but it’s an opportunity to make your business a true weekend destination rather than just a quick stop along the way.

  One brewery that has added lodging to its offerings is Riff Raff Brewing Company in Pagosa Springs, Colorado. Founded in 2013, Riff Raff operates in a historic, Victorian-era house in the downtown area and offers flagship beers, seasonal taps and eclectic twists on favorite foods. Visitors can currently rent apartment units above the downtown brewpub through Airbnb.

  “The building that houses Riff Raff Brewing Company is registered on the Colorado State Historic Preservation roll and has been used and repurposed multiple times since it was built in 1898,” said Jason Cox, founder and CEO.

  “When we purchased the building and opened the brewery in 2013, the upstairs housed apartments with long-term rentals,” Cox said. “We underwent a major remodel in 2015 and converted to short-term rentals because of the fact that there was a brewery downstairs. We thought it would be a type of beer-and-breakfast kind of offering!”

What Consumers Want Right Now

  There is a high demand for entertainment options at breweries and distilleries because people are looking for fun ways to get out and experience their communities in different and social ways. Breweries and distilleries have emerged as ideal destinations for date nights, family-friendly fun and free things to do that don’t require a big commitment. Many businesses are finding success with inclusive events that are pet-friendly and welcome children. You can give consumers what they want by keeping participation costs low or free, offering something different from what they can find anywhere else in town, providing fun photo opportunities and maybe even selling specialized merchandise to mark the occasion.

  “I think what people are looking for is true community, a place and time to connect without expectations,” said Koller. “The music and events are the excuse to get out and socialize for them.”

  “Our customers are looking for a way to relax and take a break from the pressures of life,” said Sledge. “Our distillery is located in the country and gives our guests a feeling of truly ‘getting away.’” 

  “I can’t speak directly to data or analytics, but I do know there are several experiences where lodging is packaged with craft breweries, and it creates a more complete experience,” said Cox. “Our friends own a brewery in northern New Mexico that allows camping on the premises, and they have lots of concerts, so it provides an opportunity to have an immersive guest experience. We aim to do the same type of thing with our lodging above Riff Raff Brewing Company.”

Considerations for Breweries and Distilleries

  Planning events may seem overwhelming to some brewery and distillery owners because it’s just one more thing added to the to-do list and budget. It often pays off in terms of business sustainability and professional satisfaction in the long run. Events, recreation, entertainment and lodging provide fun opportunities in relaxed environments to build your brand and get people engaged with what you’re doing. It’s an effective way to make personal connections with your customers and perhaps even raise money for charitable causes.

  There are many things to think about when planning a new event, type of entertainment or onsite lodging. Cost tops the list since some things will inherently cost more than others. If the event requires renting or buying extra furniture, party supplies, or sound equipment, you’ll need to budget ahead. Although it may be an initial goal to make extra money from an event, it might be worth it to break even for the sake of outreach and exposure. Breweries and distilleries with large spaces may be able to rent out entire sections of the building or property for private events and make extra income in that way.

  Regarding onsite Airbnb offerings, Riff Raff’s Cox sees significant benefits in breweries entering the lodging business.

  “We rent more than 325 nights a year in each of the two rentals, which include a three-bedroom, two-bath unit and a one-bedroom, one-bath unit,” Cox said. “We do see people who book because it’s above a brewery, and they definitely want that experience. Sometimes I conduct VIP tours and add other offerings for guests who stay upstairs.”

Event Planning Tips

  When considering hosting an event, make sure to see what else is already scheduled in the community so that there are no conflicts that would prevent someone from attending what you have planned. In general, it’s best to keep the event size manageable so that the lines for beverages don’t get too long or the spaces too crowded. Fun themes will catch people’s attention, while free and low-cost ticket prices will make your events more accessible to everyone.

  Recurring events, such as activities that happen on the same day each week, make scheduling events easier and allow more people to participate when it works for their schedule. It may also be worth inviting another local brewery or distillery to co-host your event.

  Koller from Kaktus Brewing said that one of the most important things to plan for when hosting events is “making the numbers work so that you are not understaffed since this is always a major challenge.”

  “From the moment a guest arrives on property, we want them to feel welcome,” said Sledge. “Signage has been strategically placed, so people know where to go and the options they have for entertainment, food and beverages. Our employees are intentional about greeting guests and orienting them to the facility and events.”

What’s Next for Craft Beverage Entertainment?

  Producers are just getting started with what they have in mind to entice craft beverage enthusiasts.

  “For Kaktus Brewing, we have been working on plans to expand parking to host larger events with games, a new stage, more shade structures and outdoor cooking,” said Koller. “This will allow us to do full weekend events instead of just evening events.”

  “We are programming smaller, more intimate events where people share a particular interest,” said Sledge. “For example, we are doing a three-event women’s workshop called ‘Feel Good Fridays’ where the group has drinks with a licensed therapist who facilitates a group session on various topics.”

  Meanwhile, Cox recommended that any brewery looking to add short-term lodging should check with the local planning or zoning department to understand rules regulating short-term rentals.

  “Depending on the type of zoning district, it may or may not be allowable for a brewery to offer lodging,” Cox said. “After that, I would put myself in the shoes of a guest to understand the entire experience. For example, some of the equipment that a brewhouse uses runs 24/7, and the noise could have an impact on the lodging, depending on the configuration. Beyond that, I would say to create a great experience for the guests and make it happen. Remember, it’s all about the craft beer and having fun with it.”

Low-Alcohol Beer: How to Answer This Global Trend?

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The global beer market, both in volume and value, has seen great expansion for many years. This growth in demand has seen both a rise in the number of breweries and an expansion in beer style diversity. Among these styles, one of them is emerging significantly around the world: no and low-alcohol beers (NAB-LAB).

A bigger market provides a larger consumer panel with different expectations and desires. Low-alcohol beers emerged to meet a need which only existed moderately in the past. Indeed, an entire segment of consumers has grown with an education around well-being, the “well-eating” and now the “well-drinking”. Modern beer drinkers pay special attention to the product’s caloric intake, have an increased knowledge about a product’s health benefits and the desire to consume locally if possible. While the third point is not always substantiated, low Alcohol answers the two first consumption trends: in a consumer mindset, less alcohol implies less sugar and a better health benefit, and generally alcohol always has a negative connotation. All other factors being equal, especially taste and price, there is no doubt that for this kind of consumer low-alcohol beer is a viable alternative to “classic beer”. Generally, we can bring this low-alcohol trend closer to the “free” trends, such as additive-free, gluten-free and alcohol-free.

To these new consumers, we must add those who’ve always had this “need” for a low-alcoholic beer. For health reasons, like pregnant women for example or for a religious conviction. Although this need always existed, it has strengthened during the last few years, due to the fact that beer is now a societal phenomenon. Consumers, by wiling to be part of the society, wants to consume trendy product. Therefore, the product must adapt itself to the consumer and give him this possibility. This is the reason behind the rise of low-alcohol beers.

Although demand is quite recent, we must go back much further to find the origin of low-alcohol beers. It’s the year 1920, in the USA and it’s the Prohibition: this constitution signs the interdiction to produce, transport, import and sell alcohol in order to reduce criminality and corruption in the country. Taking place from 1919 to 1933, this law pushes breweries to reinvent themselves to survive. Low-alcoholic beers were born!

Although the style emerged under constraint, nowadays it’s really the brewer’s choice to produce no or low-alcoholic beers to answer the growing demand. When going for this particular style, the question of the process arises: how does a brewer significantly reduce alcohol quantity without changing production process? Because Yeast is the key for alcohol production, it was our duty to help brewers in this task. We, at Fermentis, have been solicited to develop a solution.

Firstly, we had to do the work of screening among all the strains we know, a long-term task to select the ones that could match our research criterion: technical criteria but also sensorial criteria to answer to brewers need. Simon Jeanpierre, Technical Sales Support Manager Asia Pacific, tells us more about it: “To perform our first screening, our target was to list Saccharomyces and non-Saccharomyces strains able to produce only little alcohol. To narrow this list, we looked at microorganisms also able to reproduce as much as possible the expected beer flavours, as we traditionally know. This naturally led us to maltose-negative strain unable to ferment complex sugars (i.e. polymers of glucose), with yet a strong ability to produce higher alcohols, Esters and phenols, participating into the beer aromas.”

To understand our decision to steer our choice towards maltose-negative strains, you just have to look at the classical composition of a beer wort on the schema here below. Unlike the other strains of Fermentis range, maltose-negative strains only have the capacity to ferment glucose (DP1, single sugar chains), the equivalent of 10 to 15% of total sugars in wort.  Less fermentable sugars imply a lower alcohol production in the final beer.

low alcohol yeast selection

This done, the next step was to verify our hypothesis with a trial protocol, it’s Simon who explains it: “We started with the beginning: a recipe. This recipe had to produce a classic wort at a standard density of 15, 10, 8 and 6°P (1061, 1040, 1032 and 1024 in specific density) fermented at 20°C (68°F). It was then fermented with all screened strains and accurately followed-up on sugar consumption and alcohol production. A tasting with a panel of experts finally allowed us to choose the winning strain that would not only perform well in low alcohol production but also provide essential aromas expected in the beer during a proper fermentation.”  Moreover, this yeast produces “clean beers” without off-flavours that are commonly found in NAB.

The strain we have selected after duplicating this trial protocol many times is a Saccharomyces chevalieri that we named SafBrew™ LA-01, LA simply for Low Alcohol.  We chose this strain because it showed excellent results during our fermentation trials as demonstrated hereunder. For every tested density, the fermentation reached its plateau after 60hrs for an alcohol level between 0,4 and 1,2% ABV, corresponding to an apparent degree of fermentation about 14%. We have noted a positive correlation between final degree of alcohol and wort initial density, so we are able to say that an initial density of 7°P (1028 in specific density) is ideal to reach 0,5% ABV which is the maximum alcohol level tolerated in many countries to write “No-alcoholic beer” on the label.

SafBrew LA-01 Fermentation trial

As previously presented, this strain is maltose-negative, it only consumes simple sugars (glucose, fructose, sucrose) leaving behind the maltose and other complex sugars such as maltotriose and dextrins. Logically, we find more residual sugars in our low-alcoholic beer. The below graph confirms that in numbers, DP2 means disaccharides which are mainly maltose and DP3 means trisaccharides which are mainly maltotriose.

SafBrew LA-01 sugar consumption

We have seen that in purely scientific terms, SafBrew™ LA-01 allows us to brew a NAB-LAB, but what about the sensory profile of the beer itself? This is a legitimate question because such a high level of residual maltose doesn’t exist in “classic” beers. Maltose is a sugar able to bring a clean sweetness. In the majority of beers, it doesn’t have the chance to express its potential because it’s turned into alcohol and CO2 by yeasts. Therefore, it’s the alcohol which will mainly bring the roundness and sweetness perception in the mouth (or to Mouthfeel). In a NAB-LAB, residual maltose can play this role because alcohol is present in small quantity only. However, if sweetness level in your final beer worries you, it’s easy to balance it with several brewing tools as Simon explains to us: “Bitterness level plays a great role and anything above 15 IBU for 0.5% ABV is a good target to balance the sweetness level. Increasing your water hardness gives a firmer bitterness too. On the cereal side, limit the use of caramel malts and the sweet flavour associated with them. To finish balancing the bill, there is of course the acidity. You can either pre-acidify your wort prior to fermentation or use greater carbonation and its associated carbonic acid which also propels aroma.”

Another important thing when we are talking about sensory profile is the fact that SafBrew™ LA-01 is a POF + strain. By being classified positive (+), SafBrew™ LA-01 owns a gene which expresses the POF character, POF meaning phenolic off flavour. In other words, this yeast has a specific enzyme that decarboxylates phenolic acids, like ferulic acid and coumaric acid, present in wort and thus producing respectively the flavour-active compounds 4VG and 4VP. These compounds contribute to spicy, clove-like flavours which, depending on the concentration, may produce a spicy and complex character. Note that in a NAB-LABs brewed with SafBrew™ LA-01, this phenolic side will be very light as described by Simon: “From a sensory perspective we really enjoyed the slight phenolic expression it develops. Keep in mind that the expression of a POF character depends on the amount of ferulic acid you have in your malt. In a NAB-LAB, you will therefore only have a limited expression from the recommended lower amount of malt”.

Last but not the least, the pasteurization topic. Pasteurization is a technique invented in 1865 by Louis Pasteur for food conservation by killing all living microorganisms in the product. The process is theoretically quite simple: you heat the product between 62°C to 88°C (144 to 191°F) before brutally cooling it. Pasteurization is not popular in the craft beer industry because it’s linked to standardization of the product or because, with this process, the beer is not really “alive” anymore and will not evolve over time.

But in regard to our recommendation for NAB-LAB, pasteurization is mandatory. You are certainly aware of how much yeasts and microorganisms like sugars and how much residual sugars we still have in a NAB-LAB at the end of fermentation. If a pasteurization is not done, any living microorganisms could eventually ferment maltose and totally alter the beer or even create overcarbonation in bottles, which could be dangerous. Different Pasteurization techniques exist such as tunnel pasteurization, whichever technique is chosen, Simon explains how much you have to pasteurize: “As soon as you have reached your max ADF of 13-15%, it will be important to inhibit eventual living friends from further fermenting. We studied different cross-contamination levels with Saccharomyces cerevisiae and observed a minimum safe limit of 80 PU in order to prevent growth in a brew fermented with SafBrew™ LA-01. We recommend the range of 80-120 PU.” PU signifies Pasteur Units, in terms of affect, one PU is equivalent to heating to 60°C in one minute. To calculate your pasteurization level, the formula is the following:

PU= t x 1,393 (T-60)

Where t is the time you heat in minutes and T is the temperature in °C.

A true alternative to pasteurization doesn’t really exist, it remains the best technique for ensuring optimal microbiology of a beer. We know that this technique is not accessible to every brewer and as Simon explains, we are constantly looking for solutions for small breweries: “Fermentis is aware that such equipment can be limited to big scale breweries. This is why we are working on alternatives to offer craft brewers the best performance in fermenting flavourful NAB-LAB with our SafBrew™ LA-01. Such alternatives exist through intrusive (biotechnology) or non-intrusive methods (cool chain). Feel free to reach out to us to learn more and receive tailor-made advice on your NAB-LAB fermentation management and hygiene practices.”

Simon Jeanpierre, Hugo Picard

Growing Your Distillery to Meet Demand

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By: Kris Bohm: Distillery Now, LLC

Years ago, it all started with the dream of your own whiskey. Through meticulous planning, hard work, blood, sweat and tears your dream of a craft distillery became a reality. Then the real work began, with long days and nights of distilling. Barrels were filled with whiskey and tucked away to age. The whiskey aged and what came out of the barrels was not only delicious but loved by all those who tasted it. The distillery you dreamed of and built up is no longer in its infancy. The spirits of your distillery have been embraced by the public and sales growth is strong. Now here comes the harsh reality. The whiskey your distillery has created and the brand that you built up does not have enough supply to meet demand. The problem gets worse as your equipment is nearly maxed out, since you started with a small budget and limited equipment. With no immediate way to keep up with the demand for your whiskey, you stand at a crossroad where critical questions arise and important decisions must be made.

  How will you meet a demand for whiskey that greatly outstrips supply?

The good news is there are solutions that can allow your business to sustain the growth curve. We will take time to consider the problem in detail, by examining the routes others have taken to solve this exact problem. Some solutions presented here are simple and inexpensive, while other growth options are costly and complex. To help prepare you for the future, let’s break down production growth options with pros and cons of each option to help you find the optimal path to grow your business.

  Outsource Your Problem:  There are companies who produce spirits that are already aged, finished and ready to go in your bottles. Sourcing whiskey from another distillery is the most direct path to an abundance of ready to bottle spirits. Barrels of aged spirits can be obtained faster than producing them yourself and in large quantities. In some cases, distilleries will blend their whiskey with sourced whiskey to stretch their house made supply for the short term. Barrels of aged whiskey are often expensive per proof gallon, but this is certainly the quick route to continue to meet your growing demand.

  Is sourcing whiskey the right choice? If more whiskey is needed immediately, it is likely that sourcing is your only option.

Bringing in aged whiskey from another distillery is an immediate solution to fulfill the demand you worked so hard to create and certainly do not want to lose. Sourcing is the least expensive path forward worth considering. When it comes to cost, other than buying the whiskey, there is no requirement to spend money on equipment when you source whiskey.

  What is the downside to sourcing? Sourcing will require a change in label to disclose the use of sourced spirits.

Spirits from another distillery are unlikely to have identical flavor profile to spirits distilled by your distillery. This can be a challenge if your whiskey has a unique flavor profile.

Sourced spirits are not always received well by an increasingly aware consumer and furthermore may require changes to your marketing story to match the sourced spirits.

  Make More Whiskey: If there is room in your existing distillery to grow, producing more whiskey is often the most logical decision to meet growing demand. The addition of another still, or a stripping still, and more fermenters may be the best choice for you. An equipment addition can greatly increase your output. The decision to add equipment is often the first step a distillery will take to increase output. To grow in this way, a distillery must have additional capacity to add this equipment. Additional capacity is measured several different ways.

  First things first, do you have the space to grow? Additional space is needed to add the equipment, raw materials, and more barrels. A bigger still, more fermenters, and many more barrels of whiskey need to go somewhere and the space must be found first and foremost. The second constraint of additional capacity is heating and cooling. The boiler and chiller must have enough capacity to heat and cool the additional equipment, without overly stressing the equipment. If you have the additional capacity, let’s weigh  the pros and cons of going this route.

  Upside of Adding Production Capacity: The addition of new distilling equipment can greatly increase output of spirits produced daily. This allows you to continue producing your product from grain to glass, and maintains existing flavor profiles and processes to produce the exact spirits you are after. The addition of another still and fermenters is not nearly as expensive as an entirely new distillery build out, as long as the boiler and chiller have capacity for additional load.New equipment added to existing equipment can quickly increase output to work toward catching up with demand.

  Downside of Adding Production Capacity: The new still you add will be hungry and more spirits mean you need more raw materials. Increasing production will invariably increase operating expenses. This sharp increase in spending on raw materials, like grain and whiskey barrels, must be planned for in advance to ensure you have the capital to produce more spirits.Adding a new still will take months to procure, install, and get it up and running. This means it will be sometime before you are able to increase output. An extra still will certainly increase output, but may not be a big enough increase to meet demand in the coming years. This leads to a critical question one must carefully consider when planning to add capacity. Will this planned addition of equipment meet the expected demand in growth for the next 5 years?If the answer to this question is no then it is worth considering jumping into the big leagues of distilling whiskey with a continuous column still.

  Big Distillery Growth: For many distilleries that are making good spirits, they hit a ceiling rather quickly in their whiskey production that requires the consideration to build a new, larger facility to produce enough. If your distillery is on a growth track that many distilleries are currently seeing of +100% growth of sales year over year, the addition of another batch still may not meet your long term demand. Sales growth at this rate requires a massive jump in output of spirits that the addition of another still can not meet. You can look up to nearly any whiskey producer in America where their products are found nationwide and you will find they distill their spirits on a continuous column still. A continuous column still has a proof gallon output level that far exceeds the daily output of even the largest batch stills. There are many unique challenges that come with operating a continuous column still, but their capacity is massive in comparison to pot stills. If your distillery needs large production quantities to keep up with fast growing sales, a continuous column should be considered.

  The Mighty Continuous Still: The output of a single pass continuous still can easily produce seven hundred proof gallons of whiskey in 8 hours. Continuous column stills are extremely efficient and require less labor and energy cost per proof gallon produced. More proof gallons per pound of grain can be distilled on a continuous column still versus with a batch still as well. Distilleries running a continuous column often have excess capacity and can use that capacity to contract distill and create additional revenue streams. This means you have room to grow in your own production as needed.

  Downside of the Continuous: The manufacture, build out, and installation of a continuous column is a much more expensive project than the simple addition of a batch still. Producing large quantities of distilled spirits requires large amounts of raw materials and its downright expensive to operate. Distilling spirits on a continuous column requires an abundance of operating capital to purchase grain and barrels to keep the still running. When running a continuous column and producing dozens of barrels weekly, the need to store those barrels becomes a new challenge. A large barrel storage area or rickhouse is a must when planning to operate a continuous column.

  What is the Best Choice for You? First off, let’s take a moment and celebrate! You have built a successful distillery with growing demand. Hats off to you and your team as this is a massive accomplishment.

  Where to go from here is a daunting decision as the long term success of your business very well hinges on it. Careful planning and consideration is key here as you plan to make this critical decision. There are plenty of options and ways to go to create the opportunity for your distillery to grow. Long term strategic planning must be employed if the next stage of growth is going to work to support your business. If you are unsure which path is the right one for you, drop us a line and let’s talk about it.  Dream big and plan well for it.

  Kris Bohm runs Distillery Now Consulting and has helped oversee expansions for several distilleries. When he is not distilling Kris can be found racing cyclocross or defending his beer mile record.

Future of the Liquor & Spirit Industry: Based on the Integration of the Metaverse

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corporate person typing

By: Rohan Doodnauth, Co-founder — OpaLink

In late October of 2021, Mark Zuckerberg announced his company’s intention to rebrand from Facebook to Meta and build an immersive platform fueled by augmented and virtual reality (AR/VR). This platform — the Metaverse — will further blur the boundaries between our online digital lives and our more tangible, physical ones. In his 2021 Founder’s Letter, Zuckerberg remarked how the Metaverse “will touch every product we build,” and will allow users to socialize, attend events, create, work, shop, and more in ways that transcend how we think about the internet and digital technology.

  If the past few years have shown the liquor industry anything, it’s that staying on top of emerging technologies and shifts in consumer trends is vital to the success of our brands and businesses. Look at the growth of omnichannel marketing and sales, for example. Between December of 2019 and November of 2020, retail wine sales at multi-outlet stores in the US grew by some 11.4%. For some businesses in the industry, this operational pivot spelled the difference between surviving or closing during the initial stages of the pandemic.

  With these notions in mind, it’s difficult for us not to consider how the Metaverse could impact the liquor industry as a whole. According to Zuckerberg, the Metaverse aims to become a new central hub of e-commerce and consumer activities. As such, brands in the liquor industry will be forced to rethink how its integration into their operations, marketing, and sales will reshape the future of their business, those of their competitors, and even their consumer markets. Furthermore, brands and businesses must possess the capability to remain agile as they integrate more deeply within the Metaverse, and take notice of how this integration might spur shifts throughout the liquor industry.

Unique VR Dining Experiences

  Within the Metaverse, customers won’t be confined by geographical distance or other physical limitations in exploring the dining or drink options available to them. Rather, upon entering the Metaverse, they will have the availability and opportunity to talk with chefs, foodies, and beverage makers all around the world in the palms of their hands. This will inevitably create a deeper integration of and connection to other cultures, as customers will be able to connect and chat with anyone anywhere in the world at practically any time, and open the door for businesses to provide them with truly unique dining experiences.

  For instance, imagine logging into the Metaverse and browsing a list of restaurants you wouldn’t normally be available to visit in person. Upon selecting a restaurant, you and your party can enter that restaurant’s virtual space within the Metaverse and begin browsing menus for the dishes or drinks you’d like to have. Once your orders are selected and placed, the restaurant’s e-commerce sales system will automatically register the items ordered and be able to virtually send them to you and the others in your party, even without any of you being physically present. Additionally, this method of sales could be utilized for those guests who may not want to show up in person, but still want to try food or drinks they otherwise wouldn’t be able to.

  This blend of convenience and experience, fueled by the AR/VR technology the Metaverse is founded upon, will grant brands the ability to offer customers a truly personalized, customizable experience. Through integrating their sales platforms into the Metaverse, businesses can not only reach a far larger range of customers directly, but also indirectly by allowing their customers to send meals and drinks to family or friends who cannot be physically present with them.

  Because such integration of businesses’ operations with the Metaverse will allow them to provide each individual customer with a one-of-a-kind dining experience, this will inherently create greater competition between brands. Much like we saw with the rise of omnichannel sales during the pandemic, those brands and businesses which are able to capitalize on such value earlier on will be far better positioned to outperform their competitors. Likewise, as the technological capabilities of the Metaverse continue to evolve, the businesses that are better able to remain agile to those evolutions and pivots will likely be the ones who see the most success from their integration with the Metaverse.

Adapting to a Hybrid World Amidst Growing Competition

  Whenever a new technology or trend emerges that impacts our business, it brings with it new sources of competition. This is simply the nature of business. Liquor and beverage industry brands seeking to integrate with the Metaverse will need to take note of how this hybrid digital space could affect their initiatives and create new competitive advantages both for them and their competitors.

  For example, dining experiences in the Metaverse will likely become a blend of futuristic physical features of restaurants and high-tech interactive technology. Knowing this, one method businesses could use to stand out from the competition is by making customers part of this immersive and interactive dining experience. Perhaps a craft brewery or small distillery might offer customers a VR-led tour of their facilities to learn more about their business, its history, and its available products. Maybe a gastropub offers new customers a coupon for a certain percentage off of their first purchase in the Metaverse, or offer them a redeemable code that customers can use to virtually send food or drinks to others. Because our appearance in the Metaverse will be one not of our physical selves, but instead a VR-generated avatar, another possibility might be for businesses like these to offer a free side dish or drink to customers whose avatars are sporting their brand’s logo on a piece of their avatar’s clothing. These are just a handful of examples of how businesses in the liquor and beverage industry could remain agile in adapting to growing and emerging consumer trends after integrating with the Metaverse.

  As a virtual universe that is speculated to become a converging point of consumer activity and e-commerce, it can be assumed that the AR/VR technology used to explore and interact with others will inevitably expand the possibilities businesses have to innovate. Although there is still much we don’t know about the Metaverse — and likely won’t know about for the better part of a decade, at least — this should not stop businesses from forming strategies to implement once they are more deeply integrated into the Metaverse itself.

Implementing a Metaverse Strategy

  Consider for a moment the ways in which the emergence and subsequent growth of social media platforms have impacted business over the last decade. If your own business was in operations prior to the rise of Facebook, Instagram, TikTok, or other social media platforms, it’s safe to assume that the way your business functioned then is vastly different compared to its current strategies and initiatives. When thinking about how your business can integrate successfully with the Metaverse, it’s likely that there will be similar variances — albeit to different degrees or extents — between its current strategies and those used in a realm driven by AR/VR technology.

  For starters, contemplate the initiatives your business has implemented for its marketing strategy. You might be paying for ads on social media to cast a wider net to rein in a greater amount of potential customers, or targeting existing customers with regular email newsletters to alert them of upcoming events or deals you might have. In the Metaverse, those paid ads might transition from sponsored posts on users’ social media feeds into a virtual brand ambassador traveling throughout different e-commerce sectors in a VR-driven environment to offer exclusive tastings or VIP events. Likewise, your business’s email newsletters could transmute into a kind of exclusive membership program for customers to use solely within the confines of its virtual establishment in the Metaverse.

  As another example, look to your business’s current strategy for handling reservations or private parties for events. When integrating these operations into a fully-virtual space, the tickets or codes used for referring to reservations could become their own kind of non-fungible token or NFT; a digital token representing a reservation. If your business boasts a signature dish or beverage, each sale of this item to a VIP member could come with a transferable NFT that could be redeemed at a later date for additional rewards like a free entree, bottled spirit, or customized apparel for their avatar in the Metaverse. Eventually, it may even be possible for chefs or brewers to mint the dishes or beverages they create as NFTs themselves, offering them greater creative freedom and additional means of providing (and earning) value from niche sectors of consumer markets.

  Each aspect of your business in its current state will need to eventually evolve to integrate with the Metaverse. Whatever that means or looks like will be subjective for each liquor and beverage brand seeking integration with the Metaverse, but nonetheless must be made if you wish to remain relevant and competitive in this next iteration of the digital world.

Final Thoughts

  Regardless of how far off we truly are from integrating our businesses and lives into the Metaverse, its influence has already left a lasting impression on markets and industries the world over. Though selling virtual drinks, beverages, food, or other consumables to customers sounds like a counter-productive initiative better left to the realm of science-fiction, the Metaverse’s projected capacity to blur the lines between our digital lives and physical ones could easily turn this into reality in a matter of years.

  Indeed, the Metaverse is perhaps the most literal representation of a “Brave New World” if there ever is one. The potential for brands integrating their business with this new frontier of virtual reality to experiment with marketing, e-commerce sales, and communication with customers will be essentially limitless. In turning passive consumption into active participation with their brand, the first round of businesses in the liquor and beverage industry to successfully integrate with the Metaverse are bound to set new precedents for the industry’s next generation of innovative technologies and tools.

Tales From the Crypto

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gold bitcoin

By: Raj Tulshan, Founder of Loan Mantra

StillFire Brewing is the first brewery in Georgia to accept cryptocurrency and customers are invited to use Bitcoin as payment for beers and other beverages, as well as, their merchandise, which includes t-shirts, caps, gift cards, and more. The small business decided to accept crypto so customers could use a fast, secure payment method, and the brewery owners appreciate crypto’s benefits, including no third-party involvement or bank fees. StillFire uses CoinBase, a Bitcoin payment processor, to handle the payments. CoinBase offers fast, next day deposits and a low fee – just 1% of transactions, as opposed to 2-4% typically charged by credit card companies. Notably, the brewery has joined more than 30% of U.S. small businesses that now accept cryptocurrency, as this payment method becomes more mainstream and popular.

  Threes Brewing, with locations in Brooklyn and Long Island, is also accepting cryptocurrency. The pandemic forced them to adjust their business model, which included updating their website and offering beer delivery direct to consumers. People were excited to buy the brews online and asked the brewery owners to start accepting PayPal. The owners decided to go one step further, offering a cryptocurrency option, as well, which was easy to integrate with their Shopify. Like StillFire, Threes Brewing uses CoinBase as their payment processor.

  Cryptocurrency is a digital medium of exchange that relies on peer-to-peer blockchain technology. It’s decentralized, meaning no central bank or government regulates or backs crypto. Buyers transfer funds directly to sellers without the third parties traditionally used to process payments. And people store their crypto through an encrypted wallet and are the only ones with a key to unlock it.

  Part of the appeal of crypto stems from the surge in credit card fraud that was accelerated by the pandemic. In 2020, the dollar volume of attempted fraudulent transactions rose 35% in April 2020 vs. April 2019, and, sadly, small businesses are often the targets. In contrast, crypto is considered to be a secure form of payment, with merchant protection, lower transaction fees, and other benefits.

  Increasingly, small businesses are accepting cryptocurrency. It’s innovative and trendy, attracts customers and prospects who use crypto, offers more e-commerce opportunities for beer retailers, and can reduce fraud.  And companies like Shopify and Square make it easy to accept crypto. Square even has a crypto team to support development. But is crypto right for your business?

When determining whether to go crypto, consider the following pros and cons.

Pros:

•    It offers lower transaction fees than credit cards. As StillFire and Threes discovered, there’s a lower transaction fee when using crypto vs. credit cards. While each credit card transaction costs a company 2-4% of the total transaction, crypto reduces these costs to less than 1% of each transaction. Over time, these seemingly small fees can amount to a substantial savings.

•    It provides another loan option for businesses. Small businesses often need to take out loans, especially during these disruptive post-pandemic times. Some business owners – especially those with large amounts of cryptocurrency – are opting for a crypto loan, where you pledge an asset (in this case, your cryptocurrency) to secure financing. Crypto loans often come with a host of benefits, including low interest rates, same-day funding, and no credit check.

•    You’ll get your money faster. Tired of waiting several working days for a bank transfer to clear? Crypto is much faster and can be processed almost immediately. Small businesses that need and want their money faster will appreciate this perk.

•    It’s more secure than credit cards. Crypto-

      currency is considered more secure than credit and debit card payments since crypto doesn’t need third-party verification, as these other payment types do. When someone pays with cryptocurrency, their data isn’t stored in a centralized hub, where breaches commonly occur. Instead, their information is stored in their own secure crypto wallet – and they’re the only one with the key to unlock it.

•    Crypto offers some merchant protection. Crypto, with its decentralized set up, protects merchants from fraudulent chargebacks. Transactions are final because no third party can reverse charges, as is the case with credit card purchases. As crypto regulation continues to evolve, there may be more merchant protections introduced in the future, especially as crypto becomes more mainstream and accepted by more small businesses.

•    It opens up more e-commerce opportunities. As Threes discovered, customers want a fast, easy, secure way to shop online. Now, they are selling to people in more than 30 states, accepting crypto as well as PayPal to give their customers purchasing options. Threes was able to expand their audience, moving beyond their New York customer base to sell beer and merch on a bigger, more national, scale.

•    It’s another option for customers. Accepting cryptocurrency offers customers additional ways to pay and provides them with extra protection and security for their transactions.

While cryptocurrency offers a variety of benefits, there are also some risks associated with it, and small businesses should be aware.

Cons:

•    Customers might not be ready for it. Since this type of currency is still relatively new, many people still don’t understand or trust it. Crypto might not be appealing to tech-averse or risk-adverse customers. Using crypto also requires some effort, as customers would need to set up their own digital wallet and learn how to buy with this type of currency.

•    There may be technical barriers for business owners. While Shopify and Square make it easy to add a crypto purchasing option, if a small business doesn’t use those platforms, it might be a bit trickier. Businesses need to set up a digital wallet on a digital currency exchange to accept crypto, which some people find difficult, especially if they aren’t particularly tech-savvy. Also, since cryptocurrency is an ever-evolving, information-dense space with a steep learning curve, it can be an overwhelming option for some business owners. It is volatile and unpredictable.

•    Digital currency is volatile and unpredictable, so if you’re a risk-adverse business owner, this might be too much drama for you. Keep in mind that Bitcoin was first valued in pennies in 2009 but rose to more than $65,000 per coin in February 2021. That’s obviously a huge range! Using a merchant service company, like BitPay or Coinbase, helps protect small businesses against price volatility by immediately exchanging digital currency for its current cash value. Be sure to do your homework, carefully researching cryptocurrency to decide if it’s right for your business (and your personality type!).

•    It’s not completely safe from cybersecurity threats. Crypto reduces the risks associated with credit card fraud, but it’s not completely safe from cybersecurity threats or breaches. There’s no proven way to completely prevent cybercriminals from accessing users’ crypto wallets, and crypto isn’t backed or insured.  Some cryptocurrency companies are working to reduce the risks of security breaches by fully insuring losses, but insurance doesn’t currently cover personal accounts, so you’re still responsible for securing your personal wallet. But if a crypto company like Coinbase is breached, your funds would be protected.

•    There’s uncertainty around crypto regulations. The regulations around cryptocurrency will likely continue to change and evolve over time, which means business owners will have to follow – and adapt to – these changing rules. Since cryptocurrencies are relatively new, the government is still looking at regulations and rules about things like reporting gains and paying proper taxes on crypto transactions.

•    It doesn’t cover basic business expenses. Businesses typically can’t use crypto to cover operating expenses, such as rent and payroll, so they’d need to convert payments to cover these monthly costs.

  Some breweries have adopted cryptocurrency and are proud to be early adopters of this technology.  Others are sticking to the tried-and-true cash and credit payment options. There are pros and cons to crypto, so give it some thought before deciding whether to accept this form of payment. Also, consider your personality and whether you’re willing to learn about crypto – and accept that it’s volatile – before finalizing your decision.

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

  Loan Mantra is a financial services company designed to serve small and medium businesses with offices in New Jersey, Charleston, SC and New York. At Loan Mantra your success is our success.  This means that our attention, purpose, and intention are all focused on you, our client.  We are your ally to overcome obstacles, bringing peace through uncertain times to achieve your highest goals and aspirations. Your friendly, responsive agent will listen respectfully, and service your account actively through one of three locations in the US.  We speak your language whether it’s English, Spanish, Hindi, Bengal, Hospitality, Laundry or Manicure.

 Let us help you today! Connect with us at www.loanmantra.com or call us at 1.855.700.BLUE (2583)

Bent Brewstillery:  Innovation on Tap

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man posing beside a stack of wine

By: Nan McCreary

Bartley Blume may work twice as hard to produce both beers and spirits in Minnesota’s first combination brewery-distillery, but he also enjoys twice the opportunity to roll out new products that come from his ever-creative brain. They include a hoppy IPA without bitterness and a whiskey aged in American white oak and finished on toasted pimento wood to complement the spice of the grain.

  “When I opened the brewstillery, I wanted to bring more diverse beverages to the market, so we were not always drinking the same old pale ales, IPAs and sours,” Blume told Beverage Master Magazine. “We wanted to get away from mass consumption to a true appreciation of craft beverages, to sip and not swill.” 

  As the brewstillery’s name “Bent” implies, beers and spirits are “bent” and not made strictly to style. “This sometimes comes from combining the best parts of two different styles,” Blume said, “and sometimes from just making something I think my friends and family will like.” 

  Judging by the brewstillery’s success, not to mention its multiple awards, innovation-on-tap has been a big hit with consumers. Clearly, this is the place to go when you want to try something distinctive.

A Way to Make Money Off a Hobby

  Like many craft brewery owners, Blume started making beer as a hobby. While working as an engineer in the aerospace industry— and tiring of the corporate world — his wife gave him a Mr. Beer Kit. “This was in 2007,” he said. “I started brewing little batches of beer and quickly became addicted. I thought to myself, ‘This could be a way to make money off of a hobby,’ so I sat down and wrote a business plan for a brewery.”

  During that time, another brewery opened near Blume’s home in the Twin Cities, adding to the fifth or sixth already in the market. To Blume, that was too many, so he switched his interest to distilling. After poring over distillation books—and crafting whiskey and bourbons on his back porch — he rewrote a business plan for a brewstillery. Combining a brewery and a distillery seemed logical to Blume because the processes are similar, and the skills are complementary. “At the time,” he said, “there were only six brewstilleries in the country. Mine would be the first in Minnesota, which was pretty exciting.”

  Blume introduced the Twin Cities to his first product — and his innovative spirit — at the 2013 St. Paul Summer Beer Fest, wowing the crowd with an American Imperial Stout infused with ghost peppers, the world’s hottest chili pepper. At the time, he was brewing his beers under contract at Pour Decisions Brewing Company in suburban Roseville. Through working together, the two entities decided to merge under the Bent Brewstillery brand. The partnership was serendipitous for Blume. He now had a “home” when breweries and taproom locations were hard to come by. He also acquired the talents of Pour’s head brewer, Kristen England, long-time brewer and Grand Master Beer Judge from the Beer Judge Certification Program.

  After renovating the taproom in Roseville, Bent Brewstillery opened a 1,700-square-foot space in 2014. The taproom seated 115 customers and offered 10 beers on tap. Within months, Blume added the distillery. From the beginning, the brewstillery’s mantra was to set itself apart by creating fresh products and staying at the forefront of innovation. “Even if the market wasn’t ready for it, we’d do it anyway,” Blume said.

  As enthusiastic as Blume was initially, the business presented — and still presents — some challenges in operating as both a brewery and distillery. “Yes, there are some parallels,” he said, “but it isn’t quite as complimentary as I’d hoped it would be. You have to do all the work you need to do for a distillery and all the work you need to do for a brewery.” 

  Specifically, Blume explained that he has to rely on different ingredients, bottle suppliers, distributors, and even different marketing strategies for each entity because the audiences are different. “It’s really twice the amount of work, which is why most people haven’t decided to bite this off.” 

  According to Blume, there are currently only several dozen brewstilleries in the country. “It’s good for me because I’m a workaholic,” he said. “It’s a true family thing. My wife is the bookkeeper and CFO. Even the dog comes to work.”

  Despite the work, or maybe because of it, for a brewer who started with a two-and-a-half gallon Mr. Beer Kit, Blume has seen his vision surpass expectations. Now in its eighth year, Bent Brewstillery has grown into a 20-barrel brewhouse with four 40-barrel fermenters, plus three-, five- and ten-gallon fermenters that allow for the production of small-batch brews. The distillery features a column reflux still with four plates. The still can be converted to a pot still with a restrictor plate on the bottom, designed specifically by Blume for maximum versatility. Annual production is 2,000 barrels of beer and 2,000 gallons of liquor. Beer is sold in the taproom by the glass, pint, growler and crowler. Whiskey is sold straight or in cocktails. Besides offering products in the taproom, Bent Brewstillery distributes 16-ounce cans and liquor bottles to liquor stores and kegs to bars and restaurants. The brewstillery has 450 accounts in Minnesota, the south side of North Dakota and the west side of Wisconsin.

Invent, Innovate and Inspire

  With Blume at the helm as distiller and England as head brewer, Bent Brewstillery continues to invent, innovate and inspire. Since the beginning, it’s brewed over 200 beers. “When we started, we made lots of sour beers, reawakening old-style beers that no one had made until recently,” Blume told Beverage Master Magazine. “Now we have a whole line of sours, including barrel-aged sours and straight-up kettle sours.”

  One of their most unique products is a Chilean Stout, made in collaboration with a local brewery in Santiago and created from ingredients that England brings back after judging an annual beer competition there. Next on the agenda is a cold-fermented IPA. “Fermenting an IPA cold as opposed to fermenting it warm is extremely rare,” Blume said. “The process makes it more crisp, clean and clear. It’s the opposite of the hazys.”

  In the spirits category, Bent Brewstillery offers a traditional vodka and a nontraditional gin with 14 different botanicals. Blume prefers to use fresh botanicals when he can get them, which means the gins will vary from batch to batch. Some products are especially distinctive:  Flame Bringer, a bourbon barrel sriracha-infused rum, and Tropical Whiskey, brewed and distilled like any other whiskey, but includes passion fruit, guava, coconut and citrus, added during distillation. “These are the little fun things that make us distinctive in what we create,” Blume said. “These spirits are all great by themselves, but they really compliment a cocktail. Our signature drink is the Old Fashioned created from our whiskey, and the sriracha-infused rum makes a great spicy Margarita or Bloody Mary.”

  According to Blume, it took a while for the public to accept his distinctive beers and spirits. “At first,” he said, “people would say, ‘Oh, that looks weird. It’s different. I’m afraid of that,’ but now I can’t keep those products on the shelves.”

  Customer preference is mixed, Blume said: 50% like the same beer all the time because they are familiar with it; the other 50 percent want something new. It’s the same split in the liquor stores and bars. Blume also sees a mixture in beer versus spirits preferences. “Having a taproom that serves both beer and cocktails is huge for us,” he told Beverage Master Magazine. “We get so many ‘mixed couples,’ where one likes beer and the other prefers spirits. Instead of drinking a beer here and then leaving to get a cocktail, they simply stay here. It’s been pivotal to our growth.”

Pandemic Problems…and Solutions

  Like all breweries and distilleries, Bent Brewstillery’s growth took a big hit during the pandemic. But, again, like others, it turned lemons into lemonade by making hand sanitizer. Blume dived into this project with both feet. The brewstillery bought tankers of ethanol and produced 65,000 to 70,000 gallons of hand sanitizer. It provided supplies to a large portion of the police and fire departments in the state and to hospitals and support companies. Bent also offered raw materials to distilleries at cost so those distilleries could help their local communities. “We went all out,” Blume said, “and it’s a great feeling to know we did so much to help. We had a supply of beer and spirits in our taprooms, so at least we were able to sell products to-go. We survived just fine.”

  With the pandemic waning, Blume plans to go “full-throttle” ahead, both in creating new products and staging events. Traditionally, the brewstillery has offered a winter luau, beer dinners, a St. Patrick’s Day dinner and car shows in their large parking lot. This year Blume hopes to bring back one of the brewstillery’s biggest events — a crawfish boil that attracted 2,500 people. Bent also plans to hold its annual barbecue competition on the anniversary of September 11. The competition, which draws 25 to 30 cooking teams, is a fundraiser for the Invisible Wounds Project. The local charity provides services to Minnesota’s military, first responders, front-line medical staff, corrections, dispatch and their families relating to mental health, PTSD and suicide issues.

  Blume and his staff (the brewstillery has seven employees, not counting the dog) will continue to innovate, always looking for new opportunities. “We’re always looking to grow,” he told Beverage Master Magazine. “On the brewing side, we want to keep giving people something different to try. With the sheer number of breweries out there that are coming out with new beers, people can literally have a beer every day and never have the same beer twice. On the distilling side, we are playing around with different products that people will hopefully like. Growth is difficult, but it’s the challenge we signed up for.”

For more information on Bent Brewstillery, visit www.bentbrewstillery.com