By Steve Hindy
What do you get in case you move a journalist and a banker? A brewery, of course.
"A nice urban must have nice beer. big apple ultimately 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 notwithstanding he has forgotten that he's reporting on himself. Tom is even much less forgiving-he's a banker, in the end. 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 available and insightful case learn with exceptional perception for aspiring marketers. And if that is not adequate, it's all approximately beer!"
—Professor Murray Low, government Director, Lang middle for Entrepreneurship, Columbia enterprise School
"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. magazine
"Beer college is an invaluable and unique ebook. In essence, this can be the tale of beginning a beer company from scratch in big apple urban. The product is one readers can relate to, and the industry is as tricky as they get. What a enjoyable problem! The e-book may help not just these marketers who're beginning a company but in addition these attempting to develop one as soon as it really is confirmed. Steve and Tom write with enthusiasm and perception approximately development their enterprise. it truly is transparent that they discovered much alongside the best way. Readers can study from those classes too."
—Michael Preston, Adjunct Professor, Lang heart 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 unveiling tale Steve and Tom inform approximately companions coming into a company 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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Additional resources for Beer School: Bottling Success at the Brooklyn Brewery
Eighty one base inside long island urban, from which we later may well develop and extend. i assumed of Brooklyn as our excessive hill, defensible and giving us a view of the encircling territory. even if we restricted ourselves to Brooklyn, we did try and promote in almost each local inside Brooklyn—not purely the upscale brownstone neighborhoods like Brooklyn Heights and Park Slope, however the gritty neighborhoods of East ny, Bedford-Stuyvesant, and Crown Heights, and the principally bluecollar enclaves of Bay Ridge and Sheepshead Bay. each one people bought beer—even me (though i used to be most likely the worst beer shop clerk ever), brought it, and picked up funds. lots of the neighborhoods have been a little discouraging, and a few have been downright harmful. simply on the time we begun promoting and offering Brooklyn beer, a sequence of armed truck robberies had began up. Coke and Pepsi vehicles have been being held up at gunpoint via tricky children. occasionally the drivers will be shot. two times inside of a yr, drivers have been shot alongside De Kalb street, throughout from the big housing tasks. I consider providing beer there, by myself in our van with the Brooklyn Brewery brand painted at the aspect, and feeling that the emblem resembled an incredible, fats goal. We had safes installed our vehicles, with trendy indicators announcing “Driver Has No entry to money. ” The safes and indicators have been all lets do, and it didn’t look like a lot. i attempted to photograph the scene: A crackaddled tricky man shoves a gun up my nostril and calls for all my cash. I element on the signal and the harsh man nods and says, “Okay, capture you later? ” I didn’t prefer to photo that scene. Even our local round the place of work used to be tricky, particularly at evening. The crack epidemic used to be then raging in Brooklyn, and younger hoodlums used to hang around at a deli around the road, utilizing the pay mobilephone to rearrange their bargains. at the nook subsequent to us was once a small tobacco shop owned via a steady guy, Ishwar Aggarwal, who were a scientist in India ahead of emigrating. He was once an earnest entrepreneur who loved changing 82 ★ BEER tuition company recommendation with us. One morning we realized that Ishwar have been shot lifeless in his shop, 100 toes from our workplace, the former night. there has been no aspect to it: a short argument; a child left, got here again with a gun, and killed him. while Is a Battery Charger worthy greater than Your lifestyles? while operating a small enterprise, telephone calls that wake you up are constantly undesirable. On an early Sunday morning I had a choice from our warehouse landlord, Ron Fatato. He had by no means referred to as me at domestic sooner than. “Tom,” he stated, “are you wakeful? ” “Sort of. ” “I suggestion you’d need to know this. considered one of my different tenants up the block simply referred to as me to inform me that somebody broke into your house. They observed a man taking stuff out. They didn’t be aware of your quantity in order that they known as me. ” Now i used to be particularly conscious. “Thanks,” I acknowledged, leaping up. I pulled on pants and raced out to my motor vehicle. The warehouse used to be just a couple of mins away. while I arrived, our entrance pedestrian door used to be vast open. The truck front used to be nonetheless closed.