Craft Beer, Craft Breweries, International, Names, Philanthropy

Hello. My Name Is Vladimir

Leave a comment

In a previous blog entry I wrote about Pravda Brewery, a craft brewery in the Ukrainian city of Lviv. Faced with an invasion by the Russian military the brewery transformed at least part of its production space into a Molotov Cocktail factory. It was the brewery’s contribution to local resistance efforts. The bottles that were used in the assembly of the Molotov Cocktails were those that, under normal circumstances, would be filled with a Dry-hopped Golden Ale (ABV 8.0%) called “Putin Huilo”, which translates as “Putin is a Dickhead“. The label has a picture of a naked Putin sitting on a throne.

The label from Putin Huilo beer from Pravda Brewery

Putin is not the only political figure to appear on the label of one of Pravda’s beers. The brewery also produces an American-style Stout called Obama Hope, a Belgian-style Wit called Frau Ribbentrop, and a Mexican Imperial Lager called Trump. The labels of these three beers have pictures of former U.S. President Barack Obama, former German Chancellor Angela Merkel, and former U.S. President Donald Trump on them respectively. All the labels carry political messages.

The label on Obama Hope refers to President Obama as “a symbol of democracy and a guarantor of the global justice” As such. one of the President’s main tasks is to “safeguard peace and to prevent a new aggressor from starting World War III”. The message on the label goes on to reference Russia’s 2014 annexation of Crimea. Pravda was clearly hoping (the beer is named Obama Hope after all) that the American President would step in and assist Ukraine in its fight against the Russian aggressor. Referencing the aforementioned invasion, the label states, “Obama is still hesitating to provide real help to the Ukrainians in fighting it”. In what could perhaps be interpreted as some words of warning to President Obama, the label concludes its message with the statement that Obama “has all the chances to go down in history as the one who got it all wrong”

The label from Obama Hope beer from Pravda Brewery

The political message on the Frau Ribbentrop label is clear. The brewery is critical on Chancellor Merkel’s stance on the the 2014 Russian invasion of Ukraine’s Donbas Region, particularly her refusal to supply Ukraine with weapons to fight the Russian invaders and her insistence that the Ukrainian government hold direct talks with Donbas separatists, with a view to a negotiated settlement. Many Ukrainians were irked by Merkel’s position and inundated her Facebook page with comments, including some that suggested she was a modern-day von Ribbentrop. The name Ribbentrop is a reference to Joachim von Ribbentrop who was the German Foreign Minister between 1938 and 1945, and who played a key role in the negotiation, on behalf of Germany, of a number of key treaties. These included the “Pact of Steel” that was signed between Germany and Italy on May 22, 1939 and established a formal alliance between the two countries and linked them politically and militarily. Von Ribbentrop also negotiated the German-Soviet Non-aggression Pact of August 23, 1939, which according to one source “cleared the way for Hitler’s attack on Poland on Sept. 1, 1939, thus beginning World War II”. As far as Pravda is concerned, both Merkel and von Ribbentrop were ut from the same cloth and were complicit in facilitating conflict in Europe.

The label from Frau Ribbentrop beer from Pravda Brewery

Not surprisingly, Donald Trump, the 45th President of the United States also has a Pravda beer named after him. The beer is, appropriately, a Mexican Imperial Lager with an ABV of 7.2%. The label refers to Mr. Trump as “President of the Divided States of America” (a characterization borrowed from Time Magazine when they named Mr. Trump as their Person of the Year in 2016). The label calls President Trump “the symbol for the final era of true politicians” (not quite sure what is meant by that), while also labeling him as both a “sexist” and an “ideal family man”. In the background, an individual holds “Free Melania: placard.

The label from Putin Trump beer from Pravda Brewery

Pravda is not the only brewery to have brewed a beer inspired by President Putin. In 2014, the irreverent Scottish brewery, BrewDog brewed a double IPA which it named, Hello, My Name Is Vladimir. 2014 was the year that the Russian city of Sochi hosted the Winter Olympic Games. In 2013, a new Russian law that banned the promotion of “non-traditional sexual relations” to minors came into effect. The passage of this law was the catalyst for a number of gay rights protests across the world. Many of these protests occurred a few before the start of the Sochi Olympics. BrewDog chose to join the protests by brewing a beer. The label on the beer had four images of President Putin, all showing the Russian President wearing lipstick. The messaging on the label pokes further fun at President Putin, with statements such as “I am 100% hetero and will pass laws to prove it”. The bottom of the label contains the warning that the beer is “not for gays”. James Watt, co-owner of BrewDog, sent a case of the beer to President Putin at the Kremlin. No one is quite sure what President Putin thought of the beer.

The label from Hello. My Name is Vladimir beer from BrewDog
BrewDog sent President Putin a case of their Hello. My Name is Vladimir beer to President Putin

In response to the Russian invasion of Ukraine a number of American craft breweries produced beers that featured the Russian President. Rogue Ales & Spirits of Newport, OR brewed a Double IPA (ABV 8.4%) called F*#K PUTIN. The one-pint cans were adorned with the colors of the Ukrainian flag, with all the profits going to the Global Giving’s Ukraine Crisis Relief Fund. Intuition Ale Works of Jacksonville, FL brewed a Belgian-style Tripel (ABV 8%) which it named Hey Putin, Go F*ck Yourself!. Intuition’s beer was brewed as part of a larger global initiative called “Brew for Ukraine“. The money raised by breweries participating in the Brew for Ukraine project supports aid agencies assisting Ukraine refugees displaced by the war.

F*#C Putin, brewed by Rogue Brewing of Newport, OR
Hey Putin, Go F*ck Yourself!, brewed by Intuition Ale Works of Jacksonville, FL

In 2018, the small Finnish craft brewery, Rock Paper Scissors Brewing, produced a beer to coincide with a 2018 meeting between Presidents Trump and Putin in Helsinki, Finland. The beer was called “Let’s Settle This Like Adults”. The beer’s label, which had cartoon versions of Trump and Putin fist-bumping, included the tagline “Making Lager Great Again”. The brewery sent samples of the beer to both the US and Russian Embassies in Helsinki.

Let’s Settle This Like Adults was brewed to coincide with a 2018 meeting between Presidents Trump and Putin in Helsinki , Finland

Politics can be a divisive topic of conversation. Americans are warned not to raise political issues over the dinner table at family gatherings such as Thanksgiving and Christmas. Maybe we should try to take our cue from Rock Paper Scissors Brewing and start to behave like adults when it comes to engaging in political dialog with family and friends (and strangers).

Craft Beer, Craft Breweries, International, Philanthropy

Brew For Ukraine

Leave a comment

The Russian invasion of Ukraine in February 2020 captured the attention of the world. The pictures and videos emerging from Russian aggression are heartbreaking. Excluding Crimea, Ukraine has a population of just over 41 million people. In the first week of the conflict over a million Ukrainians ( mainly women, children, and the elderly) crossed international borders as the fled they horrors. By the end of April, 2022 that number had swelled to over 5.7 million. Most of these went to neighboring Poland. No one knows how many refugees this conflict will ultimately generate.

While looking on in horror, the international community has mobilized in efforts to provide assistance to both those who have fled Ukraine and those who remain. These include the U.S. Government, relief agencies such as the American Red Cross, and churches such as the Evangelical Lutheran Church in America. In communities across the United States, individuals and groups are also doing their part to raise funds for Ukrainian refugees. In Portland. OR, The Slavic Community Center of the Northwest held a fundraiser, while Jackson Henning, a 12 year old boy opened a Lemonade Stand in his hometown of Westmont, PA. In addition to these and other fundraising efforts, many craft breweries across the United States have also stepped up and are doing their part to support Ukrainian refugees.

Lakefront Brewery in Milwaukee, WI was the first American craft brewery to export their beer to Ukraine. Since 2016, Andy Jungwirth, Export Manager at Lakefront, has visited Ukraine on six occasions. During these visits he got to know the folks at Pravda Brewery pretty well. I wrote about Pravda Brewery in my last blog entry. Located in the city of Lviv, Pravda has shifted from brewing beer to producing Molotov Cocktails which are being used against the Russian invaders.

Such was the warmth of the relationship between Jungwirth and Pravda Brewery that Lakefront and Pravda collaborated on brewing a couple of beers, including an India Pale Lager, which they named Lviv-Milwaukee”. Given this close relationship between the two breweries, it is not surprising that news of the Russian invasion sparked a response from the American brewery. Walk into Lakefront today and purchase a 32 ounce crowler and you will find it wrapped in a specially designed blue label emblazoned with a caricature of Vladimir Putin with the words “Putin is a Dick” across his forehead. Funds raised from sale of these crowlers will be deposited with the National Bank of Ukraine, who will use them to provide humanitarian assistance to Ukrainians impacted by the Russian invasion. Lakefront hopes to raise at least $10,000 from the sale of its crowlers.

Specially wrapped “Putin is a Dick” crowlers from Lakefront Brewery. Source: LakefrontBrewery.com.

As noted above, Pravda Brewery has been very hands-on in its efforts to fight back against the Russian military. In addition to producing Molotov Cocktails, the brewery has made available the recipes for five of their beers. The beer recipes have been released as part of the “Brew for Ukraine Crisis Relief Project“. Participating in the project involves brewing at least one of the five beers and making a voluntary contribution to Pravda’s relief fund. Donations to the fund will be directed to the appropriate non-profits operating in Ukraine. The five beers, for which recipes have been made available are Putin Huylo (Dry Hopped Strong Ale), Syla (Belgian Tripel), Red Eyes (American Red Ale), and Frau Ribbentrtop (Belgian Witbier), and From San to Don (Ukrainian Imperial Stout). The beers are being branded as comprising the Victory Series. To date, breweries in Australasia, Asia, Europe, North America, and South America are participating in the initiative and are brewing at least one of these beers.

Breweries from five continents are participating in the Brew For Ukraine initiative (Source: https://www.brewforukraine.beer/)
Breweries across the United States are participating in the Brew For Ukraine initiative (Source: https://www.brewforukraine.beer/)
Catawba Island Brewing Company in Port Clinton, OH is one of the American breweries participating in the Brew for Ukraine initiative (Source: https://www.facebook.com/CatawbaIslandBrewingCo)

One aspect of the craft brewing industry that has always impressed me is its collaborative nature, and the willingness of breweries to rally around and step up to support a worthy cause. The Brewing for Ukraine initiative is an excellent example of this. But it is not the first. Other examples abound. in 2018, over 1,400 breweries in the United States participated in the Camp Fire initiative. Organized by Sierra Nevada Brewing Co., this effort raised millions of dollars to support those impacted by northern California wildfires. Participating breweries were invited to brew Resilience Butte County Proud IPA. In 2020, Other Half Brewing rallied brewers around the world to raise money for the hospitality industry that had been impacted by COVID-19. They did so by creating a recipe for a beer called All Together IPA. The recipe, as is common in such projects was open source and so was available to all breweries who wanted to participate.

Of course, the Brewing for Ukraine initiative will not change the course of the war in Ukraine. But it will provide vital relief to some Ukrainians who have been impacted the Russian invasion. As individuals, who watch in disgust and horror at the pictures/videos emerging from Ukraine, we can feel helpless. However, there are myriad opportunities to donate some money to help both those who have fled Ukraine and those who remain there. Next time you pop along to your local brewery, you might just find another way in which you can donate.

Community, Craft Breweries, International, Names

Putin Is A Dickhead

6 Comments

As I write this blog entry the world watches on in horror at the atrocities committed by the Russian military as their invasion of Ukraine continues unabated. The images flashing across our television screen (and the screens of our smart phones and other smart devices) are heart-wrenching. The man behind these atrocities, of course, is the Russian President Vladimir Putin.

All of us follow the events in Ukraine with varying degrees of intensity. For me, I read and see enough to keep up with general contours of the conflict. As The Beer Professor, a lot of my time on the internet is spent looking for interesting stories about the brewing industry. But in one of my recent searches I came across a story where my interest in the brewing industry intersected with events in Ukraine. The headline varied from news outlet to news outlet, but they generally read something like this: “Brewer Swaps Making Craft Beer for Molotov Cocktails”. The brewery in question is Pravda Brewery in western Ukrainian city of Lviv.

For the uninitiated, a Moltotov Cocktail is a handheld petrol bomb that is “emblematic of civil unrest and revolution“. Somewhat ironically, Molotov cocktails take their name from the Russian politician Vyacheslav Molotov, who served as the Soviet Union’s foreign minister during World War II. The name is Finnish in origin (Molotovin Koktaili) and first appeared in our lexicon during the Soviet invasion of Finland in 1939. The actual device, however, pre-dates this event. The first use of Molotov Cocktails dates back to Spanish Civil War (1936-1939), where they were used by Franco’s Nationalists as a weapon to demobilize the Republican’s Soviet-supplied T-26 tanks.

Shortly after the Russian invasion of Ukraine, Yuriy Zastavny, owner of Pravda Brewery decided to repurpose its production space to supply his fellow Ukrainians with Molotov Cocktails. Molotov Cocktails are very simple to manufacture. All that is needed is a glass bottle, gasoline, kerosene, or alcohol, and a piece of cloth (to function as a wick).

Molotov Cocktails produced by Pravda Brewery in Lviv, Ukraine
This short video tells the story of Pravda Brewery converting its production space to produce Molotov Cocktails

The labels on the bottles used for Pravda’s Molotov Cocktails have a picture of a naked Putin sitting on a throne. Also on the label are the words “Putin Huilo”, which translates as “Putin is a Dickhead“. When I first saw the label on the Molotov Cocktail, I thought that the label had been specially designed with its new function as an incendiary device in mind. I was wrong. Putin Huilo is a Dry-hopped Golden Ale (ABV 8.0%) that is part of the brewery’s regular portfolio of beers, and has been brewed for a number of years. The label provides some additional background about the beer and the surrounding political context. The label, for instance, mentions Russia’s annexation of Crimea in 2014 (which coincidentally was the year that Pravda Brewery was established). The label also notes that “Putin Huilo” is a worldwide nickname for the President Putin and also an “international chant first performed during a common march by FC Metalist and FC Shakhtar in March 30, 2014”. That got me curious – so I did a bit of googling.

The label on Putin Huilo provides the political context for the beer’s name

FC Metalist Kharkiv and FC Shakhtar are Ukranian soccer teams. Of the two, I am most familiar with Shakhtar Donestsk. Shakhtar play in the top flight of Ukranian soccer and in recent recent years have been regular participants in the Champions League – Europe’s premier and most prestigious soccer competition. In contrast, Metalist Kharkiv play in the second tier of Ukrainian soccer. They have an interesting history in that that they ceased operations in 2016, as a result of financial insolvency (they owed their playing staff 32 million Euros in back pay). The club was re-established in 2020. According to Wikipedia, the first recorded public performance of the  chant (and the song that grew from it) occurred in March 2014 in Kharkiv when Metalist fans chanted in a march through the city’s streets. The chant was partly in response to Russia’s 2014 annexation of Crimea. Several Ukrainian rock bands have included the chant in some of their music. According to journalist Alex Luhn, writing in Britain’s Guardian newspaper, the chant quickly became “a nationwide cultural meme“. Rival soccer fans came together, put their rivalries to one side, and chanted the chant in street marches in various Ukraininan cities. In a soccer match between Belarus and Ukraine in October 2014, fans from both country’s joined together in the chant during the game. A number of fans were arrested. Eight Ukrainian fans were given a jail sentence by a court in Minsk, the capital of Belarus, while some Belarus fans were fined. The video of fans chanting has been removed from the YouTube platform.

The video of soccer fans from Ukraine and Belarus chanting “Putin is a Dickhead” is no longer available on the YouTube platform

As I read about Pravda Brewery and the decision to produce Molotov Cocktails, I could not help but smile and think to myself about how typical this action was. Craft breweries all over the world try to be good citizens and strive to make a positive difference to the vibrancy and quality of life in their respective communities. In doing so, many try to respond to the needs of their patrons and neighbors, whether that be donating some profits to a local charity or transforming part of their space into a temporary yoga studio for a local yoga group. In turning their brewery into a production space for Molotov Cocktails, Pravda Brewery are providing a community service and are responding to the needs of the local community. To Pravda I say Будьмо (Cheers).

Craft Breweries

2021 Year In Review

Leave a comment

As per usual, I end the year with a pictorial review of the breweries and taprooms that I have visited during the previous twelve months. While the situation with respect to COVID-19 did improve during 2020, the virus did hang around, restricting my travel for significant parts of the year. While personal travel was a little easier this year, professional travel to academic conferences continued to be highly restricted. With respect to visiting breweries and taprooms, I did visit 22 in 2021, slightly less than the 26 that I visited in 2020. In a non-COVID 19 year I typically visit over 60 breweries/taprooms.

Before providing more statistics on my 2020 visits, let me explain the difference between a brewery and a taproom. The difference is quite simple. A brewery is an establishment where beer is produced, whereas a taproom is an establishment owned by a brewery that sells but does not produce beer on-site.

Of the 20 breweries that I visited, 10 were in my home state of Ohio and 10 were in other states. Outside of Ohio I visited breweries in Indiana (4 visited), Michigan (3), Colorado (2), and Texas (1). Most of the Ohio breweries that I visited were in the northwest Ohio region, the two exceptions being in Cincinnati. Both of the taprooms that I visited were in northwest Ohio. Of the 12 Ohio establishments that visited, six were ones that I visited for the first time. Of the 10 non-Ohio breweries that I visited, all but one were new visits – the exception being Hop & Sting Brewing Co. in Grapevine, TX. In the lists below, establishments that I had visited before are indicated in italics.

As per usual, I have posted one photograph from each of the breweries/taprooms that I visited during 2021. I hope you enjoy them. At the time of writing, Dr Tedros Adhanom Ghebreyesu , Director-General of the World Health Organization , is optimistic that COVID-19 will be “beaten in 2022“. I hope that his optimism is well-founded and that we can all look forward to a happy and healthy New Year.

Ohio Breweries (10)

Non-Ohio U.S. Breweries (10)

Ohio Taprooms (2)

Buffalo Rock Brewing Company, Waterville, OH
Wynkoop Brewing Co., Denver, CO
Sun King Brewing (downtown), Indianapolis, IN
Dead Low Brewing, Cincinnati, OH
Metazoa Brewing Company, Indianapolis, IN
Denver Chop House & Brewery, Denver, CO
Wild Side Brewing Company, Grand Rapids, OH
HOMES Brewery, Ann Arbor, MI
Neon Groundhog Brewery, Grand Rapids, OH
Hop & Sting Brewing Co., Grapevine, TX
Inside The Five Brewing Company, Sylvania, OH
Ellison Brewery + Spirits, Indianapolis, IN
March First Brewing, Cincinnati, OH
Maumee Bay Brewing Company, Toledo, OH
Dead Bear Brewing Co., Grayling. MI
American Brewery, Wauseon, OH
60cc Brewing, Toledo, OH
Paddle Hard Brewing, Grayling, MI
St. Joseph Brewery & Public House, Indianapolis, IN
HEAVY Beer Co., Toledo, OH
Inside The Five Brewing Company, Perrysburg, OH
Earnest Brew Works (downtown), Toledo, OH
Adaptive Reuse, Economic Development, Neighborhoods

Wynkoop Brewing Company: A Pioneer Investor

Leave a comment

Last month, I spent a few days in Denver, CO. I was there to attend the North American Meetings of the Regional Science Association International – a scholarly organization to which I belong. On my “to-do” list for this trip was a visit to Wynkoop Brewing Company, which is located in Lower Downtown (LoDo) section of the city. So one lunchtime, with some colleagues, I jumped in an Uber and and headed to Wynkoop.

Among craft beer drinkers, Wynkoop is known for its excellent beers, including its Rocky Mountain Oyster Stout, whose ingredients include freshly sliced and roasted bull testicles. As someone who has been studying the American craft brewing industry for a number of years, Wynkoop is a brewery that I often mention in my academic papers. Very often I mention Wynkoop in tandem with Great Lakes Brewing Company which is located in the Ohio City neighborhood of Cleveland, OH. The two breweries have much in common. Both were established in 1989, and both were what are termed pioneer investors in their respective neighborhoods, playing a key role in their revitalization.

Rocky Mountain Oyster Stout from Wynkoop Brewing Company

In 2000, my colleague Stephan Weiler, a Professor of Economics at Colorado State University published a paper in Urban Studies in which he looked at the role that Wynkoop played in the revitalization of the 23-square block LoDo neighborhood. During the 19th century Lower Downtown emerged as a rail hub, mineral processing, manufacturing and warehousing center. The 20th century brought economic changes and the emergence of new transportation technologies that would supplant the railroad, with the result that “the LoDo industrial area went into decline, as companies boarded up their factories and warehouses. Squatting and crime increased, and liquor stores (along with their entrenched customer base) became the area’s most prominent resource” (Weiler 2000, p. 173). Some of the beers brewed by Wynkoop pay homage to the LoDo’s industrial past or the city’s unique geographical location. So you can sit inside Wynkoop’s taproom and enjoy a Hazy Train IPA, a Rail Yard Ale, or Kurt’s Mile High Malt Lager.

I enjoyed a Hazy Train IPA while visiting Wynkoop

In the mid-1980s, two entrepreneurs, John Hickenlooper and Jerry
Williams eyed LoDo as a potential location for a new craft brewery that they were planning. LoDo’s had what lots of craft brewery entrepreneurs seek out when they are looking for potential brewery space – an abundance of inexpensive large vacant buildings. Hickenlooper and Williams finally settled on the historic J. S. Brown Mercantile Building, built in 1899, as the site for their brewery. On the off chance that you follow Colorado politics, the name John Hickenlooper is probably familiar to you. In addition to being an entrepreneur, Hickenlooper served as the Mayor of Denver between 2003 1nd 2011 and then the 42nd Governor of Colorado between 2011 and 2019. He also sought the Democratic nomination for President of the United States 2019 but dropped out before the primaries. In November 2020, he was elected to the United States Senate.

Wynkoop Brewing Company
Patrons enjoying lunch and a pint at Wynkoop Brewing Company

As noted by Weiler (2000, p. 175), “the first few years of the brewery, though, were indeed a struggle, and were devoted to attracting a regular clientele into the area”. As its reputation grew, however, the number of patrons steadily increased. Not only did the flow of patrons to Wynkoop increase, but so did the flow of other investment dollars into the neighborhood – an antique store, residential lofts and a publishing company soon opened their doors. Additional retail, galleries, and residential properties followed the example set by Wynkoop and other early investors. Today, LoDo is a thriving neighborhood that functions as a mixed-use hub of housing, retail, office, and entertainment spaces. One evening. coming back from dinner, driving through LoDo, my Uber driver said that the neighborhood today was unrecognizable from what it had previously been. The revitalization of LoDo is part of larger planning initiatives being undertaken by the City and County of Denver. Over the years, the City and County have developed a number of plans in their efforts to think strategically about what the city might look like. These include the 1968 Downtown Area Plan, the 2000 Lower Downtown Neighborhood Plan, the 2007 Downtown Area Plan, and the Comprehensive Plan 2040 (adopted in 2019). In 1988 Denver City Council gave LoDo Historic District status, with a view to ” encouraging historic preservation and promoting economic and social vitality ” Today, LoDo’s development is overseen by The LoDo District, Inc., a 501(c)(3) Registered Neighborhood Organization.

A former LoDo flour mill (left) is now residential lofts (right). Source: LoDo

Wynkoop Brewing Company is one of many examples of a brewery that has contributed to the revitalization of an urban neighborhood. Google “breweries revitalizing neighborhoods” and you will plenty of other examples. In some cases, like Wynkoop, a brewery can be the catalyst for neighborhood revitalization. They are the first significant entity to invest in a neighborhood. Such pioneer investors can signal the promise of a neighborhood to other would-be investors. In others cases, a brewery follows other investors and becomes an important piece of the revitalization jigsaw. In contributing to the revitalization of distressed neighborhoods, craft breweries engage in adaptive reuse, thereby breathing new life into abandoned buildings. Thus, all across the United States, we see craft breweries located in what were once were old churches, fire stations, hardware stores, auto dealership etc. Craft brewery entrepreneurs are particularly adept at utilizing what might be thought of as challenging spaces. As noted by Bart Watson, Chief Economist with the Brewers Association, “one of the advantages of breweries is they can go into former industrial buildings or difficult spaces to develop”. Weiler (2000, p. 178) agrees with the assessment. As he notes, “craft breweries are likely to be particularly well-matched with the circumstances of senescent industrial districts, and thus often represent the most promising pioneers”.

My visit to Wynkoop represented another item checked-off on my “breweries-to-visit-list”. I have known about Wynkoop for years and have used it as an example of a neighborhood revitalizer in many of my writings. So it was nice to finally visit and enjoy a taste of their beautifully crafted ale.

Further Reading:

Reid, Neil. 2018. Craft breweries, adaptive reuse, and neighborhood revitalization. Urban Development Issues, Volume 57, pages 5–14.

Reid, Neil, Margaret M. Gripshover, and Thomas L. Bell. 2019. Craft breweries and adaptive reuse in the USA: The use and reuse of space and language. In Brunn S., Kehrein R. (eds.) Handbook of the Changing World Language Map. Springer, Cham, pages 1-19,

Weiler, Stephan. 2000. Pioneers and settlers in Lo-Do Denver: Private
risk and public benefits in urban redevelopment. Urban Studies, Volume 37, Number 1, pages 167-179.

Adaptive Reuse, Community, Craft Breweries, Economic Development

We Want A Brewery

Leave a comment

Vadnais Heights is a city of just over 13,600 people. It is part of the Minneapolis metropolitan area lying about 15 miles northeast of downtown.  The city’s website describes the suburban community as “a vibrant community with strong neighborhoods, thriving businesses, beautiful woods, lakes, wetlands, and trails”, In a 2016 Community Survey, 97% of its residents rated its quality of life as either “good” or “excellent”.

Like many American communities, Vadnais Heights has a number of parcels of vacant land. In 2015, the City purchased a three-acre parcel of land that had once been home to a gas station and a hardware store. Once the site was cleaned-up the City had plans to build an apartment complex on it. Some residents in close proximity to the proposed apartment complex balked at the idea , feeling that an apartment complex not an appropriate addition to what was primarily a single-family neighborhood. They voiced their concerns with City leaders, who listened. The result was the creation of a 14-member task force, who were charged with identifying alternative uses for the site. The task force, which included both residents and business leaders, was led by an outside facilitator.

The 14 member task force included both neighborhood and non-neighborhood residents

Before a decision was reached the task force did due diligence. They met a total of six times, three of which included listening to experts on a variety of relevant topics including environmental issues,
different financial scenarios, and market conditions. With 14 members, there was no shortage of ideas as to how the parcel of land might be best used. These included park/open space, offices, retail, and a brewery. Yes – a brewery! The suggestion of a brewery came from task force member Ashley Wilke, a neighborhood resident who had purchased her grandparent’s home nearby. Faced with a number of alternatives, the task force conducted a SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis for each potential land use. To build consensus and arrive at a decision, three rounds of voting were held, with less popular options being eliminated after each round. At the end of the voting process, the task force had identified a brewery as the preferred option. As noted in the task force’s final report, a brewery represented “a unique opportunity for the city and would build community and social interaction.” The vision of the task force was a destination brewery that would also be a community gathering spot – a so-called Third Place. A brewery would also result in the adaptive reuse of the abandoned hardware store. Once the brewery was identified as the preferred use, letters were sent to over 500 existing brewers and distillers to make them aware of the opportunity.

The letter sent to prospective breweries included the above information

As it turned out the site was ideal for Big Wood Brewery who had outgrown their original location in nearby White Bear Lake. Big Wood’s owner Jason Medvec shared the task force’s vision for the new brewery. According to Medvec, “my goal is to create a community-centered venue where there is always something exciting happening and where everyone feels welcome”. Medvec anticipates that Big Wood will move to its new location in Vandais Heights in 2022, with the lot costing them $225,000.

For a number of reasons, I found the story of Vandais Heights and the desire on the part of its residents to have a brewery occupy a vacant building on a vacant piece of land to be a fascinating one. First, kudos must be given to the City for listening to its residents and creating a platform and process (the task force) through which a decision reflective of resident desires could be arrived at. As stated by Valdais Heights’ Mayor, Heidi Gunderson, “we heard loud and clear they didn’t want a high density development in that corner . . . I viewed the property as taxpayer-owned, and they should have a say in how the land was developed.” Second, kudos to Ashley Wilke, the resident who suggested a brewery as a possible occupant of the vacant lot. The brewery will be more than just a watering hole for local residents. Both the residents and the brewery owner envision the new brewery to be a community gathering spot or a so-called Third Place. All across the United States, craft breweries have strategically positioned themselves as community assets; as places that are a vital part of a community’s social fabric and which serve as a place for residents to gather. It looks as if Big Wood will continue that trend. Not only will Big Wood occupy a vacant parcel of land, but it will also occupy an abandoned hardware store. Adaptive reuse of abandoned buildings is a common practice within the craft brewing industry and is a practice that breathes new life into vacant buildings.

So well done to the City and the people of Vandais Heights. The people spoke and the City listened. As a result, residents and visitors alike will soon have a cool new place to hang-out, relax, and enjoy a pint of locally-crafted beer.

Marketing, Ownership

Purchasing Authenticity

Leave a comment

Back in May, the Wall Street Journal ran an article about Grimbergen Abbey in Belgium. Like many European abbeys, Grimbergen, located in Brussels’ northern outskirts, has a long and storied history of brewing beer. It is not an unbroken history, however. The abbey’s first beer was brewed by Grimbergen’s Norbentine monks in 1128. Periods of unrest meant that brewing ceased three times during the abbey’s history, with the most recent occurring during the French Revolution (1789-1799). After the Revolution, brewing never returned to the abbey. and, in the middle of the twentieth century, the monks licensed the brand to a local Belgian brewery, Brouwerij Maes . In 2008, such was Grimbergen’s success, the brand name was purchased by the Danish brewing giant Carlsberg. And it was Carlsberg who made the decision that Grimbergen should once again be brewed at the abbey. With Carlsberg money, a new 10,000 square foot state-of-the art brewery has been constructed to bring brewing back to Grimbergen.

As I read the Wall Street Journal article, one sentence stood out and hit me squarely in the eye – “The resurrection has furnished its sponsor, Carlsberg, with its own kind of holy grail: unique and authentic brews.” In particular, it was the adjective authentic that struck me as an interesting choice. Earlier this year, I published a book chapter which I titled “Craft Beer Tourism: The Search for Authenticity, Diversity, and Great Beer“. In researching material for that chapter I read quite a bit about the concepts of authentic/authenticity.

To better understand the meaning of any word, a good place to start is a dictionary. Perusing online dictionaries reveals the following definitions of authentic – “not false or imitation“, “being what it is claimed to be“, and “not false or copied“.

But what about consumers? How do they perceive and define authenticity? In a paper published in the journal Organization Science in 2014, Balazs Kovacs, Glenn Carroll, and David Lehman, explored how the ownership structure of restaurants impacted consumer views of authenticity. Interestingly, the first step in their study was to survey consumers and identify both synonyms and antonyms that consumers associated with the adjective authentic. Consumer-identified synonyms for authentic included genuine, real, and legitimate, while antonyms included false, phony, and scam.

For a growing number of consumers, authenticity appears to be increasingly valued. Indeed, according to B. Joseph Pine and James H. Gilmore, in their 2007 book Authenticity: What Consumers Really Want, “in industry after industry, in customer after customer, authenticity has overtaken quality as the prevailing purchasing criterion.” When it comes to authenticity it seems that ownership of the company producing the product or providing the service matters. Analyzing the language used by restaurant patrons in 1.2 million reviews of over 18,000 restaurants on the Yelp platform in three cities – Los Angeles, New York, and Dallas – Balazs and his colleagues found that consumers perceived independent, family-owned restaurants as being more authentic than chain, non-family-owned restaurants. In other words, when it comes to authenticity, ownership matters.

The relationship between ownership and authenticity has been something of a thorny issue for several decades within the world of brewing. Those of you who are craft beer enthusiasts have probably sampled one of the wonderful beers brewed by Trappist monks in one of their fourteen abbeys in Europe and the United States. Trappist beers are considered among the best in the world. For example, Westvleteren 12 XII, a Belgian Quad brewed at the Sint-Sixtus Abbey in Westvleteren in Belgium was recently rated the third best beer in the world by reviewers at RateBeer.com. Such has been the popularity and high quality of Trappist beers over the decades, other breweries started to brand and market some of their beers as “Abbey Ales”. One example of such an “Abbey Ale” is Leffe, which is brewed by the global behemoth AB InBev. While once brewed by monks at the Abbey of Leffe, today the beer is brewed at the Stella Artois Brewery in Leuven, Belgium. Mass produced “Abbey” Ales attempted to cash in on the popularity of Trappist beers. They did so by utilizing images that suggested a monastic connection, such as an image of an abbey or a monk drinking beer.

The Leffe label includes an image of an abbey

As noted by Michael Beverland and his colleagues in a 2008 paper published in the Journal of Advertising, the breweries who marketed these beers “successfully positioned their products as Trappist-styled products through subtle marketing and use of imagery, color cues, and font styles to suggest authenticity.”

Not surprisingly, the Trappists felt threatened by the growing number of “Abbey Ales” that seemed to be causing confusion among beer drinkers. As a result, they took steps to mitigate the confusion. In 1998, to protect the authenticity of their product, the Trappists established the International Trappist Association (ITA) and trademarked “Trappist”. According to the ITA website, the Association was established to “inform consumers of the origin and authenticity of Trappist products with no ambiguity.” In addition, the intent of the Association is to protect ” the fundamental values associated with every Trappist product” and to ensure that “the Trappist name is not used improperly” and “does not mislead anyone”. Only beers made within the walls of a member abbey may carry the “Authentic Trappist Product” label.

The “Authentic Trappist Product” seal on the label of a bottle of Trappist Ale brewed at Saint Joseph’s Abbey in Spencer, MA

In some respects, the “Authentic Trappist Product” label is similar to the “Independent Craft” seal” that was launched by the Brewers Association in 2017. This label can only be used by authentic craft breweries. The creation of the Independent Craft seal was driven by similar developments that had necessitated the creation of the Authentic Trappist Product label. As a result of the emergence of “crafty” beers (think Blue Moon) and the purchase of craft breweries by mega-breweries (think AB InBev’s purchase of Goose Island Beer Co.), there was increasing confusion in the marketplace as to which beers were brewed by an authentic craft brewery and which were made by a brewery owned by AB InBev, Heineken, etc. Between, 2011 and 2017, AB InBev purchased ten craft breweries in the United States, including Goose Island Beer Co. in Chicago, Il (purchased 2011), Four Peaks Brewing Co. of Tempe, AZ (2015), and Wicked Weed Brewing of Asheville, NC (2017). Other former craft breweries purchased by large multinational brewing companies include Lagunitas Brewing Company of Petaluma, CA which was purchased by Heineken in 2015 and Atwater Brewery of Detroit, MI which was purchased by Molson Coors in 2020.

The Independent Craft seal on display at Sun King Brewing in Indianapolis, IN

Multinational giants such as AB InBev purchase craft breweries because it is the most straightforward route to gain a foothold in the lucrative craft beer market. They are, in effect trying, to purchase the authenticity that is associated with craft breweries. This was made quite apparent by Andy Goeler who worked for AB InBev and was assigned to Goose Island after its acquisition. According to Mr. Goeler, “we bought Goose Island for what Goose Island was: authentic, very credible”.

Why do companies value being able to promote their products as authentic. According to Kovacs and his colleagues in the aforementioned article “many modern organization go to great lengths to project an image of authenticity, believing that it will create value” for them. In other words, authenticity, or the appearance of authenticity, sells. With respect to beer, a 2018 study by Jarret Hart in the Journal of Wine Economics found that consumers were willing to pay between $0.72 and $1.04 more for a pint of beer produced by an independently-owned craft brewery than one produced by a “craft brewery” that was owned by corporate breweries such as AB InBev.

Ownership, and transparency regarding ownership, matters. Unfortunately, large multinational brewers are not always transparent when it comes to ownership. This is why labels such as “Authentic Trappist Product” and “Independent Craft” are necessary. They help consumers distinguish the authentic from the inauthentic. As stated by Michael Beverland and his colleagues in the aforementioned 2008 study, “identifying a product as authentic” helps “consumers gain control over their consumption decisions”.

Further Reading:

Beverland, Michael B., Adam Lindgreen, and Michiel W. Vink. 2008. Projecting authenticity through advertising: Consumer judgments of advertisers’ claims. Journal of Advertising, Volume 37, Issue 1, pp. 5–15.

Hart, Jarret. 2018. Drink beer for science: An experiment on consumer preferences for local craft beer. Journal of Wine Economics, Colume13, Issue 4, pp. 429–441.

Kovacs, Balazs, Glenn R. Carroll, and David W. Lehman. 2014. Authenticity and Consumer Value Ratings: Empirical Tests from the Restaurant Domain. Organization Science, Volume 25, Issue 2, pp. 458-478.

Craft Breweries, Dogs, Names

Animal Magic

Leave a comment

When I was a kid growing up in Scotland, one of my favorite television shows was called “Animal Magic“. The show, which ran from 1962 to 1983, was part of the BBC’s children’s programing. It’s host Johnny Morris provided the show’s young viewers with content about the animal kingdom that was both entertaining and educational. As I have visited craft breweries over the years I have come to appreciate the affection that many brewery owners have for the animal kingdom, particularly dogs. This is a topic that I have written about on several occasions – see here and here for example. Dogs seem to be a particular favorite of craft breweries. It is not difficult to find a brewery where dogs seem to be as welcome as their two-legged companions who drink the beer that the brewery produces.

Dogs are welcome at Birdsong Brewing in Charlotte, NC

On a recent trip to Indianapolis, I was reminded of the the love that many brewery owners have for our four legged friends and other animals s well. The trip was the first road trip that I had taken since the onset of the COVID-19 pandemic. My wife and I travelled there with my oldest daughter and boyfriend (now fiancé) for a couple of days of relaxation and sightseeing. As both my daughter and her boyfriend are craft beer aficionados visits to a couple of craft breweries were included in our itinerary. One of the breweries that I particularly wanted to visit was Metazoa Brewing Company. In February 2020, I had met Metazoa’s owner Dave Worthington at the Beer Marketing and Tourism Conference in St. Petersburg, FL. Being the super nice guy that Dave is, there was a standing invitation to visit Metazoa the next time I was Indianapolis. About a week before we left for Indy I emailed Dave and arranged for a time to drop by the brewery to say “hi” to and catch up. I knew a little bit about Metazoa as a result of my conversations with Dave in St. Petersburg. For example, I knew that Dave is passionate about animal welfare and that 5% of Metazoa’s profits are donated to animal welfare charities. However, as I was to find out, Dave’s commitment to animal welfare extends beyond just donating part of his brewery’s profits.

After arriving at Metazoa, the first thing that Dave did was to make sure that the four of us had a beer in our hands (or a soft drink in the case of my wife). Metazoa has an impressive line-up of beers, some of which have medalled at beer festivals/championships, including the Great American Beer Festival, the U.S Open Beer Championship, and the World Beer Cup. I opted to try Wicked Pawsome, a Hazy IPA, that had won a Bronze Medal at the 2020 Great American Beer Festival. And I have to say – Wicked Pawsome was Wicked Awesome. Not surprisingly, given Dave’s love of animals, there are several of Metazoa’s other beers whose names are inspired by the animal kingdom. These include Puppy Slumber Party (a Peanut Butter Milk Stout), Fast and Furriest (an American IPA), and Gnat King Kölsch (a Kölsch). The name of the brewery, Metazoa, also reflects Dave’s love for animals. The term Metazoa refers to “a major division of the animal kingdom that comprises all animals other than protozoans and sponges. They are multicellular animals with differentiated tissues.”

A sign hanging in Metazoa’s taproom defines the meaning of Metazoa
Enjoying a beer with Metazoa owner Dave Worthington (left)

But Dave’s love for animals goes well beyond the name of his brewery and some its beers. As noted above, Metazoa donates 5% of its profits to a number of different animal welfare organizations. Organizations currently supported by Metazoa include Prison Greyhounds, Save the Chimps, and the Humane Society of Indianapolis (aka IndyHumane). These organizations do amazing work. For example, Prison Greyhounds “fosters retired racing greyhounds and teaches them basic house manners prior to their adoption into permanent loving homes,” while Save the Chimps “offers life-long care for chimpanzees rescued from research laboratories, the pet trade, and entertainment industry.”

Metazoa donate 5% of its profits to a number of animal welfare charities

It is almost impossible to visit Metazoa and not be reminded of the Dave’s passion for animal welfare. Its taproom walls are decorated by chimp art. Each piece of art is the work of a chimpanzee that has been rescued by the Save the Chimps organization. Below each piece of art, the story of the artist is there for you to read and learn from.

Chimp Art by Lisa Marie at Metazoa

After chatting inside Metazoa’s taproom.,Dave took us outside to show us the brewery’s dog park. The dog park is impressive, and is funded by monies from the brewery, institutional sponsors, and individual dog lovers. To say that it is impressive is an understatement.

The Metazoa Dog Park
Welcome to the Metazoa Dog Park
Institutional sponsors support the Metazoa Dog Park
Bricks purchased by dog lovers helped to finance the Dog Park

My visit to Metazoa was a reminder of the generosity of the craft brewing industry, and the desire of many brewery owners to be an asset to their community and to give back to it. Data from the Brewers Association showed that in 2016 America’s 5,600+ craft breweries raised $73.4 million for various charitable causes. That’s an average of over $12,000 per brewery. Before he established Metazoa, Dave donated to a wide range of animal charities. Like many of us who give to our favorite charities, Dave donated $50 here, $100 there. The brewery has provided him with a platform to expand and extend his generosity. And, for Dave, it’s not just about donating money to animal welfare organizations. It’s also about raising awareness about some of the issues surrounding animal welfare. And, on a more local level it is about making dog owners and their pets welcome. If you are ever in Indianapolis, be sure to drop by Metazoa and enjoy one of their wonderful beers – a small part of every pint consumed go to some very worthy animal causes.

Adaptive Reuse, Beer Tourism, Craft Breweries

On The Road Again

Leave a comment

Regular readers of this blog will know that I travel quite a bit and that in the course of these travels I take the opportunity to visit breweries. In 2018 and 2019, I visited 66 and 63 breweries respectively. For 2020, I had set myself the target of visiting 52 different breweries – an average of one per week. But as the famous Scottish poet, Robert Burns, so astutely observed in his 1795 poem, To A Mouse, “the best laid schemes o’ mice an’ men gang aft agley”. Translation – “the best laid plans of mice and men often go awry”. And so it was, with arrival of COVID-19 in the spring of 2020. Lockdowns, social distancing, and travel restrictions meant that my visits to breweries were severely curtailed. I did manage to visit 22 breweries/taprooms by the time the lockdown came into effect in mid-March. During the remainder of 2020, however, I was only able to add another four breweries/taprooms to bring my total to 26 for the year.

Thanks to the availability of COVID-19 vaccines and the easing of lockdown and other restrictions, however, I have started to travel again. Last month. my wife and I had a four-day trip that took us to Cincinnati, OH and Indianapolis, IN. While we did some sightseeing on the trip, for me it was an opportunity to visit some breweries. Our first stop was Cincinnati, where we spent the night and visited a childhood friend of my wife and her husband. After dinner and a pint of Belhaven Scottish Ale at the Cock and Bull Public House, we spent the remainder of the evening at the city’s March First Brewing. Billing itself as Cincinnati’s only brewery, cidery, and distillery, I was curious about its name – March First. Was it named that to honor the fact that the state of Ohio had been founded on March 1, 1803? Apparently not. As it turns out, the brewery’s name reflects the struggle that the owner had in coming up with a name. When completing some paperwork for the state of Ohio, the owner had to fill in the name of the company. Not yet having identified one, he looked around for a few seconds and saw from a wall calendar that it was March 1 – hence the name was selected.

March First Brewing, Cincinnati, OH

The next day, my wife and I picked up our oldest daughter and her boyfriend, both of whom live in Cincinnati, and headed for Indianapolis, IN. This was a trip that we had talked about doing last summer, but COVID-19 meant that it never happened. It had been a number of years since I had been in Indianapolis, and I was keen to explore it again. It is a city with a burgeoning craft beer scene; it was recently ranked by Real Estate Witch as the second best metro area in the country for beer drinkers. Quite an accolade to live up to.

On our first evening in Indianapolis, we visited Ellison Brewing Co. It was a beautiful evening and we enjoyed several beers on the brewery’s patio. During the evening, we had the opportunity to have several conversations with our waitress. We learned a bit about the brewery’s history and the post-COVID-19 challenges of hiring staff. Ellison Brewing Co, was founded in 2015 by Iraq War Veteran Aaron Hansen who opened a combined brewery/distillery in Lansing, MI. The space occupied by Ellison in Indianapolis previously housed Tow Yard Brewing. When Tow Yard filed for bankruptcy and closed its doors in 2018, Hansen seized the opportunity to acquire the space and expand his brewery’s footprint to Indianapolis.

Ellison Brewing Co.,
The patio of Ellison Brewing Co.

From the perspective of an Indianapolis resident, Ellison Brewery is an example of an “out-of-town” brewery that has opened its doors in their city. This appears to be a growing trend within the craft brewing industry. Earlier this year, Dogfish Head Brewery of Milton, DE announced plans to open a craft brewery in Miami, FL. When I was in Indianapolis, I noticed that Goodwood Brewery of Louisville, KY were in the process of converting a space that would give them a presence in the city. This expansion of what I term “branch breweries” is an interesting development within the craft brewing industry (maybe a topic for a future blog entry). As a footnote, since I returned from Indianapolis, the Goodwood Brewery has opened its doors and is serving pints to thirsty locals and visitors alike.

Goodwood Brewery of Louisville, KY are opening an establishment in Indianapolis, IN

The next day, after our visit to Ellison Brewing Co, we visited three other Indianapolis breweries – Metazoa Brewing Co., Sun King Brewing Company, and St. Joseph Brewery & Public House. I was particularly looking forward to visiting Metazoa, In February 2020, I had met the owner of Metazoa, Dave Worthington, at the Beer Marketing and Tourism Conference in St. Petersburg, FL. Dave had told me that if I ever found myself in Indianapolis to drop in and say “Hi”. I emailed Dave about a week before we left for Indianapolis and arranged a time to visit Metazoa. Dave, who is a very busy individual, was extremely generous of his time and with beer-in-hand gave us a tour of his brewery’s space and also answered all the questions that we had about his experience in the industry. I will not say too much about Metazoa here (the next blog entry will be dedicated to Metazoa). Suffice to say that owner Dave Wotherspoon has a passion for animals and donates 5% of Metazoa’s profits to various animal welfare causes. Metazoa served as a reminder of the generosity of America’s craft brewing industry. Data from the Brewers Association showed that in 2016 America’s 5,600+ craft breweries raised $73.4 million for various charitable causes.

Dave Worthington (left), owner of Metazoa Brewing Co., gave us a tour of his brewery space
Metazoa Brewing Co. donates 5% of its profits to various animal charities

After Metazoa, we took to the streets and walked to Sun King Brewing Company. Established in 2009, Sun King is the second largest craft brewery in Indiana (3 Floyds in Muncie is the largest). Sun King was also our dinner stop. Inside the large Sun King Tasting Room is La Margarita, a Mexican-inspired food vendor, that has several locations throughout the city.

Sun King Brewing Company in downtown Indianapolis

After Sun King, we took an Uber to St. Joseph Brewery and Public House. As the name might suggest, this brewery is in an old Catholic Church, and provides an excellent example of adaptive reuse. Coming across a craft brewery in an old church is not an uncommon experience. Indeed, a quick foray into the recesses of my memory, revealed that St. Joseph was the sixth craft brewery in an old church that I had visited.

St. Joseph Brewery & Public House was established in 2015
Entrance to Sr. Joseph Brewery & Public House
Inside St. Joseph Brewery and Public House

So that was my trip to Indianapolis. It was good to be back on the road again. It was nice to spend a couple of days being a beer tourist. Notwithstanding any more travel restrictions I hope to make a few more trips similar to this throughout the remainder of 2021.

Craft Breweries, History, Michigan

From Paper to Beer: The Mill At Vicksburg

Leave a comment

“Sooner or later, everything old is new again” wrote Stephen King, in his novel The Colorado Kid in 2005. He might have well said it as he gazed upon the restoration of the Mill at Vicksburg in 2021.

Lee Paper Mill, circa 1915

Mill at Vicksburg 2020

From a leading producer of fine paper in the early 20th century, originally built by Lee Paper Company, eventually being abandoned at the beginning of the 21st century this massive building will soon be home to a world class destination for craft beer lovers. It’s taken many years of hard work, vision, community relationships, and cooperation from a vast number of stakeholders to restore a 420,000 square foot building and transform it into a multi-faceted facility, set to open in 2025. In addition to housing a brewery, the Mill will house a boutique hotel, conference/event space, and a museum housing beer memorabilia.  The Mill is located in the village of Vicksburg (population 2,906) which is located in Kalamazoo County, MI, and sits nicely equidistant between Chicago, IL and Detroit, MI – it is about 150 miles from both.

It all started with a phone call. Chris Moore, the visionary and now owner for the Mill at Vicksburg, received from his mother Sue back in 2014. The Mill had been part of the fabric of Vicksburg for nearly a century and after paper making had left the region, it had fallen into disrepair and talk of its demolition was becoming common. The Mill had been such an important part of Chris’s life, both his father and grandfather made careers there, along with some stints for him as a young man. It was the economic engine of the community and the thought of losing this giant seemed tragic, akin to losing a part of the community identity.

Chris Moore – the visionary behind the Mill at Vicksburg

After many meetings at the local, state, and federal level Chris managed to save the Mill while also preserving its integrity indefinitely, getting it added to the Federal Historic Registry. He also began forming what the future would hold for the Mill and how it could be an economic engine once again. Beer would be a big part of the Mill’s future.

Chris has a long-held passion for beer and brewing. It began in the 80s, influenced in part by the early efforts of Larry Bell in his first foray with Kalamazoo Brewing in the mid 1980s (eventually becoming the nationally renowned Bell’s Brewery and then working at Widmer Brothers Brewing in 1989, another early pioneer in America’s brewing renaissance.

In 2016 Chris and co-founder Brian Stan opened Old Stove Brewing Co. in Pike Place Market in Seattle, WA. Old Stove has since expanded to the MarketFront of Pike Place. Their brews have won awards and the connection between the legendary gastronomic offerings of Pike Place and their beer will continue at the Mill. The importance of pairing food and beer adds to a rich layer of offerings that are being developed for the project in Vicksburg. In opening Old Stove Brewing , Chris said he felt like he was ‘standing on the shoulder of giants’ referencing all the hard work, including the tough legislative efforts pioneers like Kurt Widmer made, paving the way for thousands of breweries. It didn’t stop there. Many of these early trailblazers even had to build their own brewery equipment to see their vision through. These early influences helped shape the opportunity Chris saw to leverage his passion for beer, brewing, and history while turning the Mill into something very special once again.

Old Stove Brewing Co., Seattle, WA

Chris’s deep fascination with the beer industry also includes unique and rare brewery memorabilia which he began collecting many years ago. With so much history behind the Mill at Vicksburg it was only logical that these artifacts of American brewing history would be preserved and celebrated; ideally, while enjoying a delicious brew. Leaning on reputable collectors and historians, the breweriana collection has grown substantially and will have its own museum in Vicksburg called the Cone Top Brewery Museum. The Mill is working closely with the National Association of Breweriana Advertising to collaborate on the museum.

The Mill at Vicksburg has a growing breweriana collection

Something as monumental as revitalizing the Mill cannot be done in a vacuum, and the Village of Vicksburg is a big part of what will make the Mill successful. Chris has wryly stated that ‘all roads lead to Vicksburg’, leaning on the broad infrastructure of transportation that allowed the vast papermaking industry in SW Michigan to thrive for nearly a century. Road and rail are abundant, but massive economic inputs of a project this size are significant. Vicksburg is a very charming and historic town, but like many downtowns across the Midwest, efforts need to be made to preserve and celebrate the architecture, commerce, and vibrancy to support future growth. Chris has assembled a team to help him support the Village’s efforts to not only preserve the history and vitality but also help prepare it for a significant economic lift the Mill will once again bring.

As chronicled elsewhere in this blog, the resurgence of brewing across America started with homebrewing. Homebrewing and craft brewing are intertwined in countless ways across the country. Larry Bell started as a homebrewer before opening his own homebrew equipment shop. On the other side of the country, the legendary Ken Grossman started Sierra Nevada Brewing Co., after finding his passion in homebrewing. The Mill will have features that celebrate homebrewing history and its future, the final scope of which will be finalized in the coming years. Homebrewers are perhaps the greatest advocates for craft brewing and a vital part of its identity. The Mill wants to recognize the grassroots history, entrepreneurialism and passion that has built, not only a national industry but a global one.

History will be part of the fabric that weaves through the ecosystem of the Mill, including of course, brewing. Over the last three decades innovative American craft brewers have created new styles and processes, while continuing to search for resources to create even more distinct brews. Going back over a century, rural brewers across the country and abroad had to utilize resources that were available locally, from grains to yeast. Chris has long felt the need to support American farming, sponsoring Cascadia Grains since 2016 and the Great Lakes Hop and Barley Conference since 2017. Vitality and diversity are critical for healthy agriculture and in turn, brewing. Further, it supports brewing innovation, a pillar of craft brewing enterprise. Brewing at the Mill will embrace brewing history, its rural roots, innovation and support the local farming community.

There is much, much more to share and celebrate about the future of the Mill at Vicksburg, particularly on the brewing side. With the Mill slated to open in a few years, stay tuned for more details about how the Mill will be a compelling destination for all those that love history, music, and of course, delicious brews.

Guest Blogger

This blog entry was written by guest blogger, Brian Bastien.

Brian Bastien

A passionate advocate of the craft beer industry, Brian’s brewery career began as a homebrewer before completing a BA at University of Western Ontario, in Economics. His 20-plus years of experience leading teams and building markets across North America includes senior roles with Moosehead, Carlsberg, and most recently as a VP with Newlands Systems, a custom brewery equipment manufacturer. While studying an International MBA at the University of Wales, he wrote a dissertation on strategic brewery brand growth across global markets. Brian is leading the brewery and distillery strategy, planning and design for The Mill’s multi-brewery facility, a vital economic driver for the redevelopment. The beverage operations will concurrently accomplish the goals of tenant attraction, job creation, and destination tourism for The Mill. Active in community roles, Brian has over ten years of leadership experience serving local non-profits, most recently serving as president and chair for the Women in Need Society in Calgary, Canada. In 2018 he finished brewery studies in Chicago at the World Brewing Academy and completed distillery studies at Siebel in 2019.

Musings on Beer