By Steve Hindy, Tom Potter
What do you get should you pass a journalist and a banker? A brewery, of course.
"A nice urban must have nice beer. ny eventually has, due to Brooklyn. Steve Hindy and Tom Potter supplied it. Beer tuition explains how they did it: their error in addition to their triumphs. Steve writes with a journalist's skepticism-as although he has forgotten that he's reporting on himself. Tom is even much less forgiving-he's a banker, in spite of everything. the interior tale reads now and then like a cautionary story, however it is an account of a very good and welcome achievement."
—Michael Jackson, The Beer Hunter(r)
"An available and insightful case learn with exceptional perception for aspiring marketers. And if that's no longer sufficient, it's all approximately beer!"
—Professor Murray Low, govt Director, Lang heart for Entrepreneurship, Columbia company institution
"Great classes on what each first-time entrepreneur will event. Being down the block from the Brooklyn Brewery, I had firsthand witness to their optimistic effect on our group. I supply Steve and Tom's publication an A++!"
—Norm Brodsky, Senior Contributing Editor, Inc. journal
"Beer institution is an invaluable and unique booklet. In essence, this is often the tale of beginning a beer company from scratch in big apple urban. The product is one readers can relate to, and the marketplace is as difficult as they get. What a enjoyable problem! The ebook can assist not just these marketers who're beginning a company but in addition these attempting to develop one as soon as it's demonstrated. Steve and Tom write with enthusiasm and perception approximately construction their company. it really is transparent that they realized much alongside the best way. Readers can study from those classes too."
—Michael Preston, Adjunct Professor, Lang middle for Entrepreneurship, Columbia enterprise university, and coauthor, The street to luck: the best way to deal with Growth
"Although we (thankfully!) by no means needed to care for the Mob, being held up at gunpoint, or having our beer and kit 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 coming into a enterprise out of ardour, in an they knew little approximately, being heavily undercapitalized, with a very naive marketing strategy, and their final luck, is an inspiring tale."
—Ken Grossman, founder, Sierra Nevada Brewing Co.
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Additional info for Beer School: Bottling Success at the Brooklyn Brewery
She put Milton on the line, and I blurted out our plan for Brooklyn Eagle Beer. “That sounds like fun,” said Milton. ” There is no way that Tom and I could have afforded the normal fees of any of these firms. But to our surprise, Milton and the other big-time firms agreed to work for a small stake in our company and fees that essentially covered their costs. I since 26 ★ BEER SCHOOL have learned that big firms rely on major corporate accounts for their bread and butter, but they sometimes take on interesting projects because they are fun for the creative people in the firm.
For Steve and me, the business plan represented green fields and blue sky. It contained dozens of crucial elements brought together in balance, and hundreds of other elements considered but necessarily rejected. Brewpub or brewery? Production in-house or contracted out? Distribution in-house or contracted out? On our initial management team did we need an experienced professional brewer? Bookkeeper? Sales manager? Were our ambitions local, regional, or national? Would our beers be available only on draft?
He was enthusiastic, in the fashion that consultants are always enthusiastic about the possibility of a new client, and we agreed to stay in touch. His own field was in brewery design and construction, but if we were looking for someone to consult on recipes, he had some trusted colleagues. Later, through John, we would be introduced to our first brewer, Bill Moeller, who had been a classmate of John’s at brewing school. I had come to the conference with many questions.
Beer School: Bottling Success at the Brooklyn Brewery by Steve Hindy, Tom Potter