Last week, I was given a tour of Pedernales Brewing Company
, here in Paradise
. As I chatted with the owner, Lee Hereford, I asked about regular tours. He told me there wouldn't be regular tours. He wanted to focus on growing the brewery, and thought that civilians might distract him from that focus. I hadn't really thought about it that way, but it makes a certain amount of sense.
Meanwhile, in Dallas, Micheal Peticolas of Peticolas Brewing Company
thinks about it this way
For me, this is the entertainment industry, and if someone cares enough about my beer and my brewery to come down here, I want them to have a good time, that's all I really care about. When I do these tours, I actually want to connect with people, and talk to people, and let them know about me, about the brewery, talk to them about the beer. As a result, I do my tours on a much smaller scale, between 30 and 50 people, typically. I want everybody that comes down here to have a full mug of beer, get a chance to talk to me, if they want to talk to me, actually hear about the beer-making process, if they want to hear about the beer making process. It allows me to connect with people, I don't advertise, I don't market, I try to make my consumers my marketers.
Again, that makes a certain amount of sense. If you want people to ask for your beer, you have to get them to sample your beer, and a tour is a way to do that.
|Desperate Measures Brewing Logo|
So if I were to open, say, Desperate Measures Brewing Company
™, I think I would lean towards tours. I want people to have my beer in their hand. I would probably do it up like Rahr & Sons, with a band and local non-profits selling food.
I might even do daily tours. Every day at 6 pm for two hours. Certainly I would do weekly tours. Probably Saturday afternoon. (Although, I did see a sign in Arizona brew pub that read "Free Brewery Tours Every Sunday After Church." I could see a tour on Sundays at 1 or 2 pm.)
I would certainly want them to buy t-shirts, pint glasses, and (someday when the law is changed) a couple of bottles to take home. Maybe then they would ask for my beer at the local pub or store.
And, yes, I do own the domain name for Desperate Measures Brewing Company, just in case Satan and I ever open a brewery.
Labels: Beer Philosophy, my brewery