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. long island eventually has, due to 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 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 from time to time 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 examine with remarkable perception for aspiring marketers. And if that's no longer adequate, it's all approximately beer!"
—Professor Murray Low, government Director, Lang heart for Entrepreneurship, Columbia enterprise institution
"Great classes on what each first-time entrepreneur will adventure. Being down the block from the Brooklyn Brewery, I had firsthand witness to their optimistic impression on our neighborhood. I provide Steve and Tom's publication an A++!"
—Norm Brodsky, Senior Contributing Editor, Inc. journal
"Beer institution is an invaluable and exciting publication. In essence, this is often the tale of beginning a beer company from scratch in manhattan urban. The product is one readers can relate to, and the industry is as difficult as they get. What a enjoyable problem! The publication may help not just these marketers who're beginning a enterprise but additionally these attempting to develop one as soon as it truly is validated. Steve and Tom write with enthusiasm and perception approximately construction their enterprise. it truly is transparent that they discovered much alongside the best way. Readers can examine from those classes too."
—Michael Preston, Adjunct Professor, Lang heart for Entrepreneurship, Columbia company tuition, and coauthor, The highway to luck: easy methods 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 good fortune, is an inspiring tale."
—Ken Grossman, founder, Sierra Nevada Brewing Co.
Read or Download Beer School: Bottling Success at the Brooklyn Brewery PDF
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Extra resources for Beer School: Bottling Success at the Brooklyn Brewery
Scoppetta answered our investors’ question about the mob, but we discovered we needed more specialized legal expertise when it came to dealing with the New York State Liquor Authority and the federal Bureau of Alcohol, Tobacco and Firearms (now known as the Tax and Trade Bureau). Beer and other alcoholic beverages are regulated heavily by the federal, state, and sometimes local governments. Knowledge of rules and bureaucrats is essential. When our application for a brewer’s license began languishing in the offices of the State Liquor Authority at 250 Broadway, I made a personal visit to the offices to investigate.
T. and the United States Brewers Academy, and had worked in the industry since. He was now a consultant to breweries large and small, old and new. His clients included New Amsterdam, which was at that time the largest and most successful start-up brewery on the East Coast. He told me a little about his work for them, and I was impressed. I confided in John that a partner and I were thinking of starting our own brewery in New York. 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.
Finally, I felt that I had found the magic password—my background as a journalist—the “open sesame” to 100 years of brewing experience and wisdom. Creating a Sales Team From the start of the company, I was performing the marketing and publicity tasks while Tom was securing funds, but we still needed a salesperson. Our first salesperson came from the staff STEVE DISCUSSES THE IMPORTANCE OF BUILDING A SOLID TEAM ★ 35 I worked with on the foreign desk at Newsday. His name was Mike Vitale, and he was a part-time clerk on the desk.