Beer School: Bottling Success at the Brooklyn Brewery by Steve Hindy, Tom Potter

By Steve Hindy, Tom Potter

What do you get if you happen to move a journalist and a banker? A brewery, of course.

"A nice urban must have nice beer. big apple eventually has, because of Brooklyn. Steve Hindy and Tom Potter supplied it. Beer college explains how they did it: their blunders in addition to their triumphs. Steve writes with a journalist's skepticism-as notwithstanding he has forgotten that he's reporting on himself. Tom is even much less forgiving-he's a banker, finally. the interior tale reads every now and then like a cautionary story, however it is an account of a superb and welcome achievement."
—Michael Jackson, The Beer Hunter(r)

"An obtainable and insightful case learn with extraordinary perception for aspiring marketers. And if that's now not sufficient, it's all approximately beer!"
—Professor Murray Low, government Director, Lang heart for Entrepreneurship, Columbia enterprise college

"Great classes on what each first-time entrepreneur will event. Being down the block from the Brooklyn Brewery, I had firsthand witness to their confident influence on our neighborhood. I supply Steve and Tom's booklet an A++!"
—Norm Brodsky, Senior Contributing Editor, Inc. journal

"Beer college is an invaluable and wonderful booklet. In essence, this is often the tale of beginning a beer company from scratch in ny urban. The product is one readers can relate to, and the marketplace is as difficult as they get. What a enjoyable problem! The e-book will help not just these marketers who're beginning a enterprise but in addition these attempting to develop one as soon as it truly is proven. Steve and Tom write with enthusiasm and perception approximately development their enterprise. it's transparent that they realized much alongside the best way. Readers can examine from those classes too."
—Michael Preston, Adjunct Professor, Lang middle for Entrepreneurship, Columbia enterprise college, and coauthor, The street to luck: the best way to deal with Growth

"Although we (thankfully!) by no means needed to take care of the Mob, being held up at gunpoint, or having our beer and gear ripped off, we certainly pointed out with the demanding situations confronted in these early days of cobbling a brewery jointly. the disclosing tale Steve and Tom inform approximately companions getting into a company out of ardour, in an they knew little approximately, being heavily undercapitalized, with an excessively naive marketing strategy, and their final luck, is an inspiring tale."
—Ken Grossman, founder, Sierra Nevada Brewing Co.

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Extra info for Beer School: Bottling Success at the Brooklyn Brewery

Example text

When we put the Milton Glaser–designed Brooklyn logo on our business plan and Milton in our list of key collaborators, potential investors were instantly impressed. Finding a Brewmaster The consulting brewmaster we hired also became an important member of our team—both for his brewing expertise and for the credentials he brought to our initial business plan. Stealing an idea from our rival, New Amsterdam, we decided to begin by brewing our beer at an existing brewery in Utica, New York. Brewing 16,000 gallons of beer in a commercial brewery is considerably different from brewing 5 gallons of beer on your kitchen stove.

So he partnered with someone who had marketing and sales experience. Together, they developed a second brand, a lighter beer that they theorized was more accessible to the average beer drinker. The idea seemed reasonable enough. The microbrewing segment had mostly ignored this style in favor of darker, heavier ales and lagers. The new product was 100 percent malted barley—like other microbrewed beers—and would compete directly with imports like Beck’s and Heineken, not with Budweiser and Coors.

I weighed his opinion carefully. Listening to me describe the idea and my potential partner, he sounded the alarm. This was going to be a very tough business to succeed in, he said, and in my partner I was potentially saddling myself with someone whose only contribution was the original idea. I might have to pull the brunt of the managerial load myself, and for a long time. Was I ready for that? STEVE TELLS HOW CHOOSING A PARTNER IS LIKE A SECOND MARRIAGE ★ 17 Steve didn’t look like the ideal partner in 1986.

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