Once Upon a time in Beerland there was a guy, with a perfectly decent job, a house, mortgage, kids, and dog, who wanted more. He wanted to make beer. More specifically, he wanted to make lager. Lagers that didn’t taste like watered down you-know-what.
He went forth into the Land and found a compatriot. A man who loved great beer, sales charts, and big picture thinking. “What ho, good fellow! Let us sally forth and create… a small business.”
“Fie upon ye, lads.” The populace and their families decried. “It is but a recession! How in the name of all that is malty shall ye survive?”
But the intrepid gents prevailed, and A Lager Was Born. Wolverine Premium Lager to be exact. It was brought forth amongst much rejoicing (amongst family members mostly).
But soon, He of the sales charts and big pictures tapped his companion on the shoulder and said: “It is time. Time to take our small idea and ‘Go Big or Go Home.’”
At that time in the Land, there was a Wench — who made her way as a scribbler and purveyor of Fine Homes. The lads sensed her melancholia, her desire for Something Better, and roped her in with promises of Milk, Honey, Malt Beverages or at least the opportunity to meet Sam Calagione in the flesh. (And a wealth of new inspiration for Her Scribblings).
And they went forth, now the three, scooped up a brewer lad and threw open the doors on the west side of the land.
“Welcome! Join us at our table, sip our brews, sup on our snacks and partake of the darts and foos. We are here…for you!”
And there was much rejoicing. This time from more than just their families.
But soon The Wolverine Family grew to include many new faces, ideas, formulas, events and more. Music poured forth, dinners served, bottles appeared, nicknames bestowed and (mostly) discarded, and in the Beer Land Shaped Like a Mitten (America’s High Five) a great hue and cry went up! Lagers! We Want Your Lagers! Nay we REQUIRE Your Lagers!
And so the He’s of the front office and the She of the sales floor looked up from their frosty mugs and declared 2012 the Year of the Lager Revolution. A year of many more sales, more Tap Room space, yet more expanses of gorgeous stainless steel and gadgetry to make the brewery elves rejoice and be merry all the day.
So in the Rapids of Grand, the Lagers shall soon pour forth, in lovely bottles of Premium and Dark and (soon) Amber on all the BEST Beer shelves, and the coming out party shall be called: The Winter Beer Festival.
So fear not all ye lovers of ager, ye partakers of the The Gulo, ye fans of Real Beer that tastes Real Good, ye believes in the letters “IPL”: The Lads and one Wench continue to produce, sell, and bring the beauty that is a Small Business Success Story to you and those after you, forever and ever.