The stalwarts of alcohol have failed the United States of America. The nation’s drinkers no longer reach for Bud Heavy, Coors, or our south of the border friend, Corona. The masses have turned to micro and nano beers such as Fred, Donkey Punch, or Blithering Idiot to raise their BAC and lower their inhibitions. These new beers, known as craft, or “hey mom, look what I just made in the bathtub,” are spreading across our country like measles in both the pre and post vaccination era. After careful research consisting of two Google searches and overhearing the endless conversations of guys talking mindlessly about waiting in line for fourteen hours for a two pack of craft beer, Skiinginjeans will show you how you can be a true player in the craft beer scene.
Being a brew master is more than just making a sub-average beer. It is about projecting an image as a brew master to your legion of devoted followers. These worshipers will not look to a deity with a custom suit, a MBA from Wharton, or a jaw line so square that Office of Weights and Measures will use it as the mold for T-squares. Hide your country club membership card and put your Tesla in storage. Your disciples demand a heavily bearded, overweight, flannel-wearing dude complete with one of those gas station mesh trucker hats. You must guide your people to a place where homemade beer, no matter how awful, doesn’t seem as commercialized you’re trying to make it.
Beer is beer. Some of it is dark and some of it is light, When your mom catches you puking in her bushes after a late night at McGillicutty’s, you can be rest assured that the beer did its job. It really doesn’t matter what you bottle, just shoot for an alcohol by volume level of at least 10%. Even though you are dealing self-proclaimed beer experts who liken their ability to the best sommeliers, they just want value for their money. After a long night of drinking your heavily fermented, $8/can concoction, if they find themselves waking up next to a hipster chick who has not shaved her armpits since the Clinton administration, you did your job.
When to Sell Out
There is a very good chance you will go out of business before every netting dollar one. Your product is like a viral meme; once everyone has seen it, no one cares for a second look. In the slightest chance, a buyer does approach you and you do sell your brewery, make sure you include your used bathtub and strainer—that is where the real value in your company lies. When you finally address your finicky customers to tell them that you sold your company, you are never to say, “I sold this company.” Words like these will only turn off your beatnik zealots because you traded in years of wasted time for a handful of Lincolns and maybe a couple of Hamiltons. Tell your followers that you have turned over a new leaf in your business and by partnering with a major brewery, you can seek out new adventures by moving to Colorado and opening a legalize drug operation. They will respect your devotion to a new cause that, unbeknownst to them, is on pace to have a larger market than beer.
If you want to see what the craft beer industry will look like in twenty years, look at the current value of baseball cards from the 1990’s. They are worthless. This craft beer fad is on par with Ty Warner’s Beanie Babies (Warner is currently on probation for tax evasion), Hyper-Color shirts (Generra, the company that produced the shirts, went bankrupt in 1992), and Ralph Macchio (no commentary needed).