With literally thousands of beers to try from hundreds of breweries, time is a precious commodity at the Michigan Brewers Guild Summer Beer Fest. One gulp of Brewery Becker’s 15% Braggot and you might need a 15 minute breather by the riverside to sober up. Tick tock. Follow up with a healthy pour or two of KBS and that’s a wrap. Needless to say, the four hour window can hardly feel like enough to scratch the surface of Michigan’s amazing beer scene. I found a winning formula in seeking out unfamiliar brews, mingling, and simply taking in the sights.
Hayley & Beer-tern Jack
One key observation: what a good looking group of drinkers. It’s clear the craft beer community has upgraded its sartorial sensibilities beyond those hosed hardhats you suck beer out of. I saw patterns galore, sick kicks, fanny packs too. The range of personal style reflects a culture as diverse as its beer selection. Still, in spite of our differences we can all unite behind a pretzel necklace, the greatest tongue-in-cheek alternative to a choker. Sense of humor should always precede fashion sense, and judging from all the smiles I saw Friday, craft beer still has its priorities straight. Here are a few of the friendly faces we met while patrolling the grounds.
The festival takes place at the base of the four-season resort’s ski slopes—a unique, outdoor atmosphere that keeps attendees coming back every year.
“Everyone is ready for summer to begin, there’s nothing more summer-like than beer and brats,” said Brian Lawson, director of public relations at Crystal Mountain.
Attendees to this year’s festival can look forward to a variety of twists on the age-old combination. Thirty-five Michigan breweries will be present along with over 100 of their craft beers. Those attending will be able to pair those selections with 24 different kinds of brats from local markets. Past favorites have included flavors like asparagus, morel mushroom and Roadhouse salsa.
Lawson said the festival has become a favorite way to spend the holiday for guests and brewers alike.
“It’s a big cook out, in a lot of ways. It’s like one big Memorial Day party” Lawson said.
He added that he is consistently surprised, and flattered, by how enthusiastic the Michigan brewers are about the festival.
“We’ve gotten a sense from the brewers that they’re just as excited to come here as the guests,” Lawson said. “We’re grateful and flattered to get such great participation from the breweries on a holiday weekend.”
A few non-beer beverage makers will also share some offerings at the festival. Iron Fish Distillery is a neighbor to the resort and the two often collaborate. They’ll be pouring drinks made with their craft spirits at the festival. Traverse City’s Brengman Brothers winery will also have some special offerings.
As is tradition, the festival will also feature a car show. The British Car Club will show a selection of vehicles. Lawson said this component of the festival started as a happy accident. Now it’s a favorite part of the festival. In the last few years, Tesla and electric vehicle owners have also brought their cars to display. As advocates of sustainable energy, Lawson said the resort is proud to host them.
Musicians Drew Hale and The Rock Show Band will provide live music.
Tickets can be purchased online. General admission tickets are $30 in advance and $35 the day of and come with a 9 ounce glass and five tokens. VIP tickets are $60 in advance and come with a 9 ounce glass, 10 tokens and access to the festival an hour early at 3 p.m. Kids are welcome to attend at the general admission ticket price, with tokens usable towards food and pop.
The Michigan Beer and Brat Festival takes place the day before the North Mitten Half Marathon, 10K and 5K. For those who’d like a taste of the action but don’t want to consume beer and brats the day before their race, the resort will host Micros on the Mountaintop that Sunday, May 27. The event features a chairlift ride to some of the Michigan brews celebrated at the Beer and Brats Festival. Tickets are $5 in advance and $10 the day of.
https://i1.wp.com/mittenbrew.com/wp-content/uploads/2018/05/BeerBratFest_CrystalMountain-5.jpg?fit=1500%2C1000&ssl=110001500Marie Orttenburgerhttps://mittenbrew.com/wp-content/uploads/2018/08/MittenBrewLogo.pngMarie Orttenburger2018-05-11 00:20:192018-05-17 10:31:30Michigan Beer and Brat Festival Brings Together the Tastes of Summer
“Networking” is a cliché excuse to get a paid “vacation” and drink a bunch of beer with your industry buddies, but it’s clear that there’s sincere value in being able to look a peer in the eye over a cold one. We may be in the business of beer, but it’s the beer that makes the business worth the work.
The night before 10 Michigan brewerieswon medals at the 2018 World Beer Cup, the Michigan Brewers Guild hosted an at-capacity meetup at Nashville’sHopsmith Tavern. With what seemed like even tighter camaraderie thanlast year’s party in D.C., we hung with a diverse crowd of industry contributors to get their perspective on what makes attending the Brewers Association’s annual Craft Brewers Conference (CBC) so special.
MittenBrew: On behalf of the Guild, how important is it to be at CBC?
We love to participate in some capacity every year. There’s so much content whether you’re a brewery or you represent a complementary business. For me personally, it’s a wonderful opportunity to network with my counterparts from guilds around the country, as well as connect with the Brewers Association. It’s nice to be in an environment that’s so supportive and recognizes the value of state guilds.
What’s your recommendation for breweries on the fence about attending?
This conference is an invaluable opportunity—one you should be budgeting for. I can tell you that one of the real benefits of CBC that’s not printed in any literature is that it gives you perspective. You get to step away from the hard work you do every day to learn how other people approach what we do. So often your nose is right in there that it’s good to take a break, come up for air, and put a renewed set of eyes on your business. It’s refreshing and invigorating.
When they return home from CBC, what can Michigan breweries expect from our Guild?
In a nutshell, we exist to protect and promote the craft beer industry in Michigan. Obviously, our beer festivals are the biggest promotions we do, but we want to be a resource, too. We work in a heavily regulated industry, and it’s the reality of our business that breweries are going to bump into regulation or have to deal with other parties who want to affect them. So, if we’re not paying attention to that aspect of the industry, it could cause grave problems. You don’t know when or where these things are going to pop up, but because of the growth of the industry we’re naturally going to be exposed to issues that have to be addressed. Certainly, there are nuances involved in making legislative change, so it’s critical to have a voice for the industry in that environment, and we take it very seriously in being a unified voice for our state’s breweries.
Advice for Michigan breweries that are either seasoned vets or fresh out of the gate?
Regardless of how long you’ve been in the game, from a legislative perspective, you have to make sure you know the people who are representing you. Whether those decision-makers drink beer or drink at all, they are very interested in your business. You’re employing people, you’re part of the community. If you haven’t met your representatives or senators, invite them down to the brewery to see how you work. They’re dealing with so many issues that I’m sure they’d be very interested to see what you do, and they’d be flattered that you took the time to invite them over for a beer. And when an issue does come up where you might need their help, it’s going to be a lot easier when you’ve already established a rapport with them.
Dave, this isn’t your first CBC rodeo. How many times have you attended, and what keeps you coming back?
This is my fifth year. I’m varsity letterman status. There are two reasons. One: To extract nuggets of information from the seminars, which I’ve found to be a success rate of about 50% of those I attend. Two: Networking here is big time. For most of us, we only see each other at the major festivals and conferences.
How do you approach the seminars?
I bring a notebook where I keep all of those nuggets, and I save them year after year. Three weeks ago, I actually went back to my notebook from the first time I attended because I remembered attending a seminar that addressed a problem we’ve been having, and those notes helped me navigate through the issue. So now, even if I attend a seminar that might not be completely relevant to where we’re at right now, I make it a point to still pay attention and document it because it’s likely going to be something that we’ll have to deal with at some point.
How many people did you bring?
We brought a bigger crew this time—five people. In the past, it started out with just me when we were in that startup phase. But as we’ve evolved we’re able to divide and conquer. I’m tackling distribution, marketing, and sales aspects. Our GM is working on brewpub management, and of course our brewers hone in on the technical side—yeast, safety, etc.
Advice for first-time attendees?
Talk to as many people as possible, and listen. The first time is always going to be a little overwhelming, but if you stay focused—and organized!—you’ll always get something out of it. And, remember, the World Beer Cup is every two years so you’ll get a lot more international exposure as well.
You’re in a pretty unique space. I image attending CBC is particularly relevant for you.
Absolutely. It’s essentially the entire industry concentrated in one city for an entire week. It’s super efficient for me because I’m able to get facetime in one location with my suppliers from across the country as well as my international buyers. In some cases, aside from Skype, we’ve never met so it’s really valuable to get to know them, their beers, and their goals all a little better.
Aside from the in-person meetings, what other value does attending CBC provide for you?
They have an education track for export-relevant issues, including seminars on the TTB [The Alcohol and Tobacco Tax and Trade Bureau] and, particularly important to BrewExport, the intricacies in partnering with China, the UK, Latin American, Canada, all of which are great markets for me. There’s always new little tidbits of information I’m able to take away from the education track.
Anything in particular that’s been of notable success for you this year?
I was able to meet with the TTB and get a ruling on some of the legal interpretations that apply to me. They were great to talk to. They just made my life a little easier, so I’m a really happy girl right now.
For a brewery that’s distributed in over 20 states, what are you hoping to get out of repeat attendance at CBC?
Being my fourth visit to CBC, I’m focusing solely on the expo floor this year. Generally, you’ll see a lot of product repetition, but I try to look between the lines for something new—any detail that may spark a light bulb idea.
Have you found any needles in this giant haystack this year?
Yeah, what Crowler Nation is doing with their resealable twist-top lids, although I’m still a fan of Oktober’s small footprint designs. Personally, I’m over growlers—they’re heavy, awkward, and glass breaks. We’re trying to transition into being more sustainability-minded, so the ‘can route’ makes sense for us right now.
If you’re not attending any of the seminars this year, is there anything else that adds to your experience?
The expo floor here is just so massive, and it requires your attention. I do really enjoy the Michigan Brewers Guild’s annual conference—it’s definitely more manageable. But, when you walk the floor here, everyone you talk to is a networking opportunity. I try to learn from the practical applications of what other brewers across the country are doing. It’s honest feedback in real-time.
You’re here as an exhibitor promoting your custom jockey boxes. Tell the people how Coldbreak came to be.
We’ve technically been around since 2005 when we were just an eBay store. In 2012, we started producing a line of homebrewing equipment, but it wasn’t until 2014 when we turned out our first jockey box at the request of Matt, the owner of Gravel Bottom. Then it just took off from there.
What’s your experience been like at CBC? I haven’t seen many other jockey box vendors, if any, on the floor.
This is our fourth year here, and probably the most successful conference we’ve had to date. There’s not a ton of competition out there, so if we’re going to be one of few it’s important that we deliver a premium product.
What makes your boxes different?
We design them from the ground up, having gone through several revisions over the years constantly working to make the best version of what we do. What the brewers like is that we keep the inputs for all the taps and lines up front in one location. It’s a clean look from the guest’s perspective when they walk up to a booth, and the breweries really like that. We use only stainless steel—there’s no chrome. And, all of our coils are hand bent. They’re designed so that they won’t pop out of their shank. From the moment the beer enters the coils until it comes out of the fauces, its profile never changes. It chills the beer down to the proper serving temperature, and each coil holds 17 oz of beer so you’ll have a full pint everytime you pour a beer. All that being said, we also customize boxes with a brewery’s logo or branding. We partner with Premier Graphics in Grand Rapids, who wrap our jockey boxes with printed vinyl. They’re incredibly durable, and will hold up well during the rigors of festival season.
If there’s not a lot of competition, and breweries need jockey boxes, what assurances do you give them that they should choose Coldbreak?
We back up all of our boxes with a one-year manufacturer’s warranty. But it’s truly more about the relationships we want to have with our clients, who we have all over the world. We stand behind every one of our products, but if you do have an issue, all you have to do is let us know. We’re approachable, we care, and we’ll make it right. We’re not just trying to sell them a jockey box, we want to sell them better experiences for their beer and ultimately everyone who consumes it. The product we make is something that’s critical in helping drive traffic from a festival back to a brewery’s taproom, and it’s a huge honor that we get to play a role in that.
We manufacture chemical application and distribution equipment.
Unpack that. How does what you do apply to CBC?
Creating sanitary processes around beer production increases quality control and creates better beer. The reality is that every brewery has to be using chemistry, and we’re here to help facilitate those relationships with the people who are supplying chemistry to those breweries.
Do you have exhibitor booth?
No booth, but we value attending because 15 of our customers are exhibiting here. We’ve created strategic partnerships with them to get our equipment in their booths so it’s really important for us to get facetime with those who are advocating our products to the industry. The ultimate end-users are the breweries; our immediate customer is the chemical supplier that’s supplying chemistry to the breweries. The better we can be as a supplier to them, the better they can be in providing solutions to the brewer.
What message do you hope your suppliers are able to communicate to breweries?
The understanding that [a brewery’s] sanitation products don’t do any good just sitting in a bucket, and that chemical application is critical to the sanitation of their operations. Founders has been a customer for about 15 years, and they’re about as good of a testimony as anyone.
Yes. This is our second year here at CBC. We were here last year after our first crop year.
What’s been the reception like to your hops?
Increasingly positive! Breweries are being very intentional about sourcing and diversifying their ingredients geographically. Michigan’s been gaining a great reputation for sourcing and supplying hops.
Has anything helped your presence in the market?
Yes, resources like The Lupulin Exchange. It was originally established for brewers who had overages on their contracts and needed to unload their surplus. Then the Exchange opened it up to brokers and hop farms, so we’ve been selling on it for over a year, and have been able to reach breweries all over the world.
With only one previous year at CBC under your belt, have you had any standout successes?
Absolutely! Last year we met People’s Pint Brewing Collective from Toronto while they were still a brewery-in-planning. We’ve had the opportunity to work with them on recipes, and have been building a really great relationship. Since they opened, they’ve been awesome at promoting our hops to their network, and are proud to say they’re using Michigan-grown hops. That’s led to us earning the business from many other breweries in the Toronto area.
What’s been the most popular hop for you?
Definitely Michigan Chinook. We won the Hop Growers of Michigan’s Michigan Chinook Cup, recognized for the best Chinook hops grown in the state. It was judged by the Hop Quality Group, comprised of some heavy hitters like John Mallet, Jeremy Kosmicki, and Alec Mull. And, we’ve got two other brands, Copper and Mackinac, coming out soon that are becoming conversation starters because attendees here at CBC are looking for the next new thing.
Josh, this isn’t the first time we’ve talked over a beer, but this is your first time at CBC. What are you and Odd Side up to?
My targets for the last year or two have been on packaging, quality, and safety. We’re kind of at a tipping point where we’ve recently expanded and are likely hitting three new markets by the end of this year, so we’re scoping out what possible next steps are going to look like for us. We’re considering investments in software, process equipment, new packaging lines.
As a CBC virgin, what’s been your biggest takeaway so far?
Hands down, the camaraderie forged with people who might be randomly standing next to me when I’m looking at products, and the productive dialogue that’s come from it. It’s given me a lot of ammo in terms of ideas I can go back to the brewery with—what we can do to constantly refine and improve, and the things we can explore that might not have otherwise been on our radar.
Knowledge about the market overall. There’s so much room and so many beer drinkers for breweries to execute well, but there’s also finite real estate on shelf space—we all know that. So, if you get to the point where you’re considering distribution outside of your taproom, you better be prepared to not stop. If you do, you can easily become irrelevant.
How difficult is it to not stop and keep the quality and innovation on point—because it’s not as easy as just brewing more beer?
First of all, there has to be a place for that beer to go. Is there a market for your product? Do bars want your stuff? And more importantly, does the consumer demand your product? And if you’re ready to meet that demand, do you have quality assurances in place? In my opinion, there are two things that are really hard to catch up on—quality and safety. With rapid growth, there’s a lot of shortcuts you may want to take, but they will ultimately circumnavigate quality and safety, and can put your brewery and more importantly—your people—at risk that you could’ve avoided.
You’re a first-timer here. What’s captured your interest?
I came for the education track, particularly the technical side, of course. But, one thing that’s been a little frustrating is having to choose between two equally enticing seminar topics that are happening at the same time. It makes for a tough decision.
Did you have any expectations before you arrived?
I didn’t totally know what to expect. Everyone who says the networking is great is right. I’ve been able to draw on the wealth of knowledge not only from Michigan, but breweries that I’m a fan of. There’s something about being able to connect to and learn from people over a beer.
Any parting words for CBC?
Nashville is awesome. I think it’s cool that we’re all fortunate to get to experience an amazing conference in a new city every year.
Welcome back! Good to see you. Tell everyone why I’m talking to you.
Before I moved to Las Vegas last year, I covered the West Michigan beer industry for the Grand Rapids Business Journal and Grand Rapids Magazine, among others. When I left and told people where I was going, the general consensus from a lot of my beer peers was that the Vegas beer scene sucked. So, since I’ve been at CBC this week, it’s been a good opportunity for me to be able to spread the opposite message about beer from Nevada.
Why’d you come back “to Michigan” for CBC?
I missed it. Michigan beer is special. Covering it has allowed me to make a living. So, when I have an opportunity like this to dip back into the Michigan scene and reconnect with everyone I’ve spent the last few years writing about—and getting to know—I can’t not show up to continue to support our industry.
Okay, defend Nevada beer. If CBC ever lands in Vegas, where should we drink?
Tourists are easily swayed by the beers they’re exposed on the strip. Some casinos brew their own beer on site, and most of that isn’t a fair representation of the state’s beer. When you come visit, go support Big Dogs Brewing Company, Great Basin Brewing Co., Revision Brewing Company, Tenaya Creek Brewery, and Craft Haus Brewery.
Pauline Knighton, Sonia Buonodono, Steph Harding, Annette May – via Fermenta
I’ve been four or five times. Our industry is constantly evolving, and people’s roles change on a regular basis, so I think it’s important to continue attending so you can grow with the evolution. Originally, Short’s sent me because they cared about me learning as much as I could about what I was responsible for on a day-to-day basis, but they also wanted me to learn about the industry that fell outside of my scope.
What’s the conference done for you in that aspect?
It’s allows you to make multiple concurrent deep dives into every facet of the industry. In my current role, I’ve been excited to learn more about leadership development and distributors.
Short’s is a pretty iconic brand, with a very special identity. Does Short’s reputation impact your perspective when you attend?
There are a lot of breweries who are nailing it from a branding and sales standpoint, so it’s great to expand your perspective in terms of breweries of different sizes executing effectively.
Goals for attending?
I hope to help continue to grow Short’s, so if I can listen to breweries who are bigger than us and learn from their mistakes, I can better position Short’s to be successful while hopefully bypassing some of those unforeseen pitfalls.
Any advice for other breweries who might need help defining their brand?
We purposely embody the culture of Northern Michigan, and although we may grow operationally, which attending CBC can help us do, it’s important to Joe [Short] to maintain the power of smallness.
Are there any unintended benefits or consequences of growing while wanting to maintain your brand identity?
You’re marrying your partners in these professional relationships, so you need to make sure that when you meet them in person for the first time it’s a cultural fit. You’re going to go through good and bad times together, so you better make sure you can kiss and make up for the greater good of your company.
You’ve been multiple times. How does a brewery determine who on their roster to send?
I think it depends on what phase your brewery is in. You want to make sure that whoever you pay to fly, or drive, to whatever amazing city CBC is held in that they’re going with a purpose to bring something valuable back to your brewery. We’re all professional drinkers, and we can network with a beer in our hand any day of the week, but for the sake of respecting your brewery and the conference, be intentional about it, and it will be worth your time and your brewery’s money.
The Michigan Brewers Guild’s Winter Beer Fest was (understandably) pushed back one week due to local flooding of the Grand River. With knee-jerk reactions on social media, and many shots taken at the MBG, lucky number 13 for the annual Fest proved that all events are realistically not immune to the guarantee of happening “rain or shine.” The Guild had to be the bearer of bad news when they announced the event’s postponement after accounting for safety concerns and what would’ve been a logistical nightmare hosting over 9,000 ticket-holders knee-deep in water.
With a universal good vibe in the air, sunny skies above, and dry ground below our feet, we polled a cross-section of those in attendance about what they enjoy about drinking beer outside in a parking lot in Febru… um, we mean March. Yeah, March.
Ali Brodhacker, 31, Three Oaks, MI
How many MI beer fests have you attended?
What do you enjoy most about them?
The entire community. It’s cool watching all these people come out and try different beers they might not otherwise be exposed to. I love seeing my brothers and sisters in the brewing community who are actually brewing the beer and pushing it every single day—these fests are a meeting of the minds.
So, you work for a brewery?
Absolutely. I’m the marketing director at Greenbush.
Any comments about how the flood affected you?
I’m actually a huge fan of how everything was handled. I really respect how the Brewers Guild reacted to the flooding. They were on top of it, and seemed pretty transparent to the public by sharing pictures of the flooding and what it could’ve done to the Fest last weekend. It was a crappy situation for everyone involved, but I have more love for them now.
Simion Stewart, 29, Holland, MI
How many MI beer fests have you attended?
This is my very first beer fest, period.
So far, what’s your take?
I love that everyone here—I mean everybody is enjoying themselves. I’m sure that there’s probably some of the best beer in the world here right now, and I get to try it. I know I’ve tasted trash before, but what’s going on here today, I gotta admit, is awesome.
I know you’re only a couple hours in, but is there anything that stands out?
Everything seems cool. I didn’t expect the entertainment or the fires, both are a nice touch. The food options, I think, will come in handy to keep people simmered. And, I like seeing the light security. They’re not in your face, but the environment is a good time and feels safe.
Why did you decide to make this your first beer fest?
It’s simple: To try something new. I’ve never had craft beer before today, but I’m sold. This has made up my mind. I’ll be back.
The Watrous Family, Grand Rapids, MI: Kevin, 51, wife Cathy, 50-something, and their daughter Helen, 22
How many MI beer fests have you attended?
Kevin and Cathy: 13. Seven Winter, five U.P., one Detroit.
Helen: This is my fifth.
What’s been a highlight?
Cathy: Winter Beer Fest is our absolute favorite. There’s just an untouchable jovial atmosphere. People are in costume, but it’s freezing [laughing]! We all know it’s going to be cold, but we prepare for it, and embrace it.
Kevin: The people. We’re all here—9,000 of us—to enjoy the same thing for the same reason.
Helen: Exploring new beer with my family—it’s a pretty special experience.
Helen, you’ve been to five beer fests at a pretty early age. What’s the connection?
My parents. I live in Charlevoix, so they’ve helped me fall in love with craft beer, thanks to Short’s.
Have you seen anything evolve?
Cathy: The one we’ve seen change a lot over the years has been the U.P. Fall Fest. We were there in ‘13, and we just love seeing how much it’s grown. Marquette is just beautiful, the weather usually cooperates, and the town is really starting to embrace it. We were also really surprised about the Detroit Festival. We went a couple years ago, and we hadn’t spent much time in Detroit before that. We drove in a couple days early to explore the city, and it was awesome to see its revival.
Kevin: More water stations, and for the Brewers Guild to distribute the maps and beer lists sooner.
Korey Stubleski, 31, Toledo, OH
How many MI beer fests have you attended?
This is my second.
What’s stood out?
I’ve discovered very quickly that there’s way more variety in Beer City USA than Toledo.
Any Michigan breweries that have caught your attention so far?
Speciation and Transient. I’ve loved everything I’ve tried by them.
Any constructive criticism for how we do things in Beer City?
I thought there’d be more water, more easily accessible. Other than that, I dig the entertainment, and the people here have been very cool and hospitable.
Josh Gordon, 30, Grand Haven, MI
As Plant Production Manager at Odd Side Ales, how many MI beer fests have you attended?
This is my fifth year at Winter Beer Fest, and I’ve been to four Summer, and three in Detroit. Still haven’t been able to make it up to the U.P. Fall Fest in Marquette.
What do you enjoy most about them?
We’re [employees in the industry] in a unique, special position. By far, I love the set-up on Friday—getting here early, knocking it out, and then getting to hang with all my friends. What’s also really cool is when we bring other guys from the production facility out to fests, they get to see the consumer go crazy over what we spend all day brewing and packaging. It’s those people who support our product that give us a means to make a living.
Have you seen the consumer change at fests?
Overall, they’re definitely more experienced and getting more knowledgeable about the beer everyone’s making. Keeps us on our toes.
Anything you’d like to see different?
Oh, man, that’s tough. I really don’t know what you could change, to be honest. It doesn’t have any bearing on those attending, but from an operations standpoint, the end of the night on Saturday is kind of a bummer—just knowing it’s over and we have to tear down and wait until the place clears to load out. But, the Guild takes really good care of us. I’ve seen beer fests in other states ran really poorly. This one’s pretty kick ass.
Lindsey Yax, 31, Grandville, MI
How many MI beer fests have you attended?
This is my third.
Third time’s a charm, right? What are you digging about them?
I obviously love all of our Grand Rapids breweries, but having intimate access to sampling whatever I want from the rest across the state is pretty great.
What have you tried that you’d drive there to have again?
Right now, I’m drinking Mango M-43 by Old Nation. I’ve never had an IPA before that I’ve liked, and I looove this!
Ryan Sheldon, 31, Sylvan Lake, MI
How many MI beer fests have you attended?
Somewhere between five and 10.
What’s the selling point?
It’s a comprehensive selection of all styles and flavor profiles. Regardless of what you’re personally into, there’s something for everyone.
When you attend, do you have an agenda for what you want to drink?
I’m a homebrewer, so I’m always looking for beers that will challenge me to push my own envelope at home.
Is there a particular style you’re looking to explore next, and have you found an example here that’s inspired you?
Historically, the easy answer is anything bourbon barrel-aged. But, lately, I feel like it’s jumped the shark and become the sell-out. There are so many breweries that have become so sophisticated brewing big beers like these, that classic styles like pilsners, Kölsch, etc. are getting overlooked and falling by the wayside. It seems like everyone just runs to the bourbon barrel-aged beers or double IPAs with a high ABV and fancy name.
Despite the unavoidable inconvenience of rescheduling, the event ran like business as usual. It’s clear: the people make this thing tick. From every angle, this community is driven simply by a love for beer. It’s what makes festivals in the dead of winter, or the blistering heat of summer, continue to thrive.
https://i0.wp.com/mittenbrew.com/wp-content/uploads/2018/03/WBF2018-1.jpg?fit=1500%2C998&ssl=19981500Jason Leyhttps://mittenbrew.com/wp-content/uploads/2018/08/MittenBrewLogo.pngJason Ley2018-03-05 11:02:372018-08-17 12:35:50Winter Beer Fest '18: Flooded, but Not Washed Up
On December 1, 2017, Founders Brewing Co. quenched the long-endured thirst of beer nerds internationally with the rerelease of CBS, otherwise known as Canadian Breakfast Stout. Originally released in 2011 on draft and in 22oz bottles, in 2014 in limited quantity as draft-only across the U.S., and quietly at random in their Grand Rapids taproom if you were in line at the right place at the right time, CBS’s reputation and allure have preceded it for years—and for good reason. I mean c’mon, its base beer is KBS, transformed and sweetened by being aged in bourbon barrels that also previously nestled maple syrup.
In what has been a rather impressive display celebrating their 20 years with zero regrets, CBS was Founders’ climax to the six beers they released this year as part of their newly branded Barrel-Aged Series. They teased the rumors that had already been subtly circulating for months that this elusive 11.7% stout was making an official return. Founders activated a creative way to connect to the masses via a respectably labor intensive social media campaign, unveiled first only to members of the Cadre.
Founders’ philosophy : “We don’t brew beer for the masses. Our beers are crafted for a chosen few, a small cadre of renegades and rebels…”
Francesca Jasinski, Founders’ Communications Manager, says, “We decided to form the Cadre as a way to reward our biggest fans with exclusive content, early access to news, opportunities to attend events and more.” While their Mug Club serves the local fan base, the Cadre, Jasinski explains, “is meant to serve our fans who are all around the country (and world). We recognize that many of them do not have the benefit of visiting the Taproom frequently enough to justify our Mug Club membership.
In an email sent to the 5,800 Cadre members on October 21, Founders told them, “Keep an eye on your mailbox – 1,000 of you will be receiving a package that contains a clue to what our sixth and final Barrel-Aged Series beer of 2017 is. Because you are our most loyal followers, we thought it would be fun to get you involved in the announcement process.” Founders snail-mailed out sets of mini flags—one Founders, one Canadian, and asked Cadre members to post photos of both flags to Instagram and Twitter using the hashtag #FoundersBarrelAgedSeries. And finally, the rumors were true. Or, at least we could assume.
Since the launch of the teaser campaign, the Cadre grew to over 7,900 strong. Founders invited us to attend the CBS release party at their taproom on December 1, where we got to meet a few of them who were either in line early to get one of the first draft pours of CBS 2017 or to claim their allocation of two 750ml bottles per person of this 100-point bucket list beer of capped goodness.
MittenBrew: I’d be surprised if you got up this morning in order to make the drive from Canada to be the first guests in line for the Taproom.
McDowall: It’s not a bad drive, five hours. We got in last night, and got a hotel in town. And once Founders pulled everyone from this line—those who got here way early so they could join their Mug Club—we were the lucky Canadians left at the front of the line.
Did you make the drive solely for the chance to have CBS on draft, or were you one of the lucky ones to who secured bottles in advance online?
Both. But, we’re going to try it first on draft to make sure it’s any good. [McDowall laughs.]
What are your plans for the bottles?
They’re going back to Canada. I’ll share one with my sons and grandsons and their wives during Christmas. The other will be cellared until, hopefully, Founders releases it again.
Why did you join the Cadre?
I think I remember hearing about it before KBS was released in 2016, and wanted to make sure I got the early news about future bottle releases first. After Founders announced the Barrel-Aged Series, I was anticipating that they’d hopefully announce CBS as the final installment.
Have you ever had CBS before?
[Laughing…] I’ve been to Founders four times—today, plus three previous trips for the annual KBS release party. When I was here in ‘16, you happened to interview me while you were filming Modern Ahabs, and were kind enough to tip me off that I should probably get in line immediately because Founders might be getting ready to tap a “certain rare Canadian” beer. So yeah, I’ve had it once before today, thanks to you. [McDowall smiles.]
Wow. I remember you, Doug. That’s awesome.
By chance, are you a Founders Mug Club member?
No, but that’s only due to proximity. However, getting the Cadre’s emails gives me the opportunity to decide whether or not I should make the trip. And, when it’s something like CBS, it’s worth the trip.
When are you heading home?
Right after lunch and a couple pours of CBS. We have to be back tonight for a concert in Windsor.
Being a Cadre member from Canada, Founders surely sent you the two flags as part of their social media campaign, right?
Sadly, no, but I would’ve been proud to receive and display them appropriately.
Before we interviewed Doug, who was proudly donning a red hockey sweater with a prominent white maple leaf, he was making friends with others in line by giving out little Canadian flag pins. Once we wrapped this assignment and before we left Founders for the day, we swung by his table in the Taproom to say goodbye. Steph Harding, MittenBrew owner/publisher and photog badass, casually gifted her two Cadre flags to Doug. It was a spontaneous gesture for a really good guy. Standing adjacent to both of them, I watched Doug’s eyes nearly tear up in sincere appreciation, and give Steph one of the warmest hugs I’ve ever seen. Then he made good on his word, and displayed both flags with honor in the middle of his table.
MittenBrew: You responded to Founders’ outreach to the Cadre, asking if members who received the flags would be hip to telling us about their experience. Why’d you join?
Walton: I was tipped off either by something Founders or a friend posted on Facebook. I wanted to be the first to know what’s going on—when beers are coming out, what unique events they’re hosting, what’s happening in the Taproom that I might otherwise miss as a casual guest.
What’d you do with the flags after you posted a photo to social media?
I actually displayed them at home during Thanksgiving. And, some of the Likes I got on the photo on Instagram were from people I didn’t know, which I thought was cool.
How else have you taken advantage of what Founders offers to the Cadre?
I love the recipes they share. I’ve made their beer cheese, their Dirty Bastard turkey recipe. I love learning how to use their beer creatively with food. There’s a lot of educational value that the Cadre provides.
Has your name been picked for access to other special events or promotions for the Cadre?
I’ve definitely applied, but haven’t had my name drawn for anything else yet, but that’s cool. I get it—Founders is in demand. Everything they do is good stuff.
You got your two bottle of CBS. What are you going to do with them?
Share one with friends who might not be able to get any, and store the other for something special. I’m not stopping at two though. I’ll keep my eyes peeled around town for a few more.
Have you had CBS before?
Fortunately, yes, a few times. I’ve been in GR for almost 20 years, so when you’re in the Taproom at the right place at the right time and you see them slap the sign up on the draft list chalkboard, you don’t hesitate. You just order it. It’s a no-brainer.
Are you also a Mug Club member?
Not currently, but I’ll be here in line early next year to sign up.
Update: Mike stopped us later that morning to tell us that he did, in fact, end up snagging a spot in Founders’ Mug Club for 2018. But, we’re not supposed to tell his wife, so “Shh!”
MittenBrew: You’re drinking out of an Founders Mug Club mug. This must not be your first rodeo.
Zars: No, sir. I’ve already renewed for the fourth year in a row. This mug is dedicated to my oldest son, and I’ll get my next mug etched in honor of my second son. My plan is to bring both boys to Founders for their first beer when they each turn 21 so they can immediately drink out of their own personalized mug which I will have had for nearly their entire lives.
And you’re a member of the Cadre?
Absolutely. I wanted to get those inside tips directly from the source instead of waiting for the rest of the world to hear it before me.
You got the flags, too?
I did, but… Before I got a chance to take a proper photo of them and post it to social media, my son got ahold of them, and… well, the rest is history.
How else have you engaged with Founders as a member of the Cadre?
I love having access to some of their invite-only experiences. I just went to their recent beer and cheese pairing, which was awesome. I love going to anything in the Centennial Room [Founders’ private event space on the second floor of the Taproom]. I even had my college graduation party and the rehearsal dinner for my wedding there. It’s just a great thing to be a part of—getting a chance at something that sometimes might not happen anywhere else.
What’s been your experience with CBS before today?
I’ve been really fortunate to have it a number of times. Of course, I was first attracted to it because… well… KBS. It’s just a natural progression.
What are your plans with your bottles?
Sharing them with friends and family. I’m also going to make the rounds to some of my favorite bottle shops around the city to pick up bottles for friends, including some guys I know in Canada who are already scouting 12oz bottles for me.
Any parting words for what sounds like a brewery you hold in high regard?
Founders has been near and dear to my heart for years. When you visit, it’s just the coolest place to gather with your family and friends, and you’re always surrounded by the friendliest faces.
Anthony Reed, 33, Grand Rapids, MI,
MittenBrew: You seem pretty excited to have just joined Founders’ Mug Club.
Reed: I’ve been trying to sign up for years, but kept missing my opportunity because of weddings out of town and other stuff that just comes up. But today’s been great! I got my first coveted spot in the Club, got to try the new batch of CBS on draft, and picked up a few bottles.
As Ice Cube would say…
Looks like you snagged four bottles of CBS. Where are they going?
Both my wife and I got tickets just in case I couldn’t track down any bottles elsewhere. I’ve also got a couple other bottles at the ready from some of my local stores that I keep a solid relationship with. And, I’ve already got plans to crack open at least one bottle at a Christmas party beer exchange next week. I’ll save one for my brother-in-law who’s always on the move with the Air Force, and the rest are going in the cellar for some sweet days to come.
Have you had CBS before today?
A few times. Easily one of my top five favorite beers. The first time was a few years ago at Founders’ Black Party. It absolutely blew my mind. I was hooked.
Why’d you join the Cadre?
We’re not exactly sure just how much CBS was brewed, kegged, and packaged this year (a lot more, it seems, than in years past, likely thanks to their recent barrelhouse expansion), but we’re okay with there still being some mystique surrounding how hard we’ll have to hustle to get our lips on some (more).
https://i0.wp.com/mittenbrew.com/wp-content/uploads/2017/12/CBS_Founders-4-e1513310699617.jpg?fit=1406%2C757&ssl=17571406Jason Leyhttps://mittenbrew.com/wp-content/uploads/2018/08/MittenBrewLogo.pngJason Ley2017-12-15 13:23:042018-08-17 12:37:29Founders Brewing Company Invites CADRE to Tease CBS Release
Pigeon Hill Brewing Company released three specialty canned beers to an enthusiastic group of early rising holiday shoppers in Muskegon, Michigan on Black Friday. Grapefruit Renny, a double IPA (DIPA) featuring, as the name suggests, grapefruit juiciness. Also released was the rare Your Mom on French Toast, now officially dubbed “YMOFT,” an imperial stout featuring maple syrup, vanilla, and cinnamon. The final new canned beer of the day was Your Grandma on French Toast, now called “YGOFT,” which was the star of the show. A bourbon barrel aged variation of YMOFT which is highly sought after and produced one of the longest lines at the Winter Beer Festival this past February in anticipation of its pouring.
The can release was to begin at 10:00 a.m., and despite arriving an hour early a line had already formed some 50 people deep. Foregoing the madness of holiday shopping, a great crowd of warmly clad craft beer lovers stood in line on a relatively mild late November morning. Jamie, Stubby, and Cody were the first three gentlemen in line, but Cody actually arrived first. “I came right from Cap and Cork after their midnight release so I was here about 1:40 a.m.” says Cody with a hearty laugh. Deciding he didn’t want to be first in line, Cody chose to nap in his car despite a couple of interruptions from a random “passer by” who was looking for cigarettes, beer, the time, and to sleep in his car. Cody laughed it all off citing just how stoked he was to be getting one of his favorites—YGOFT.
A sunny autumn morning was made more pleasant by the brewery with a complimentary breakfast that was served to all patrons. Breakfast samples were brought out to those of us standing in line. Upon entering the taproom from the breezy Western Avenue, the smell of bacon, sausage, pancakes, and syrup grabbed you by the senses and just hugged you all over. The breakfast scent combined with the true brewery aroma created a sweet aromatic melody that made the beer and the food even more rich and satisfying.
“The name Pigeon Hill was a nod to the community. Pigeon Hill was a large sand dune that was mined out for cast iron castings” says Michael Brower, who is a co-owner of the brewery. “When you walk in the taproom it’s basically a living museum. Everything from the wallpaper which features Muskegon street scenes to the lights which are from local factories that have closed. Our tables are made from old virgin white pine that was cut here in Muskegon and sank during the 1880’s.” Michael’s dedication to family, community, and craft were clearly on display as his parents were cooking breakfast, his grandmother (pictured on the YGOFT label) and his wife were all working to serve the thirsty and excited crowd.
Asking Michael about the origins of YMOFT he replied, “‘Your mom on toast’ was actually one of my catchphrases. In fact, I have emails going back to 2008 in which I sign off with that phrase. It means nothing but I loved it and it fit in with my sense of humor. We talked about it from day one, ‘What beer will Your Mom on Toast be?’ We didn’t know if it would be something bready or not but when we tried a french toast beer and decided to make our own it clicked, ‘Your Mom on French Toast.’ I’m not even sure if it was me who came up with the name!”
When asked about the process of making YMOFT, Michael replied “We start with our imperial stout Majestic Beast as the base beer then add maple, vanilla, and cinnamon and really that is the recipe.” I then asked when the idea for grandma came up he laughed, “I think the day we brewed it. We were like, ‘I wonder what this would be like in a barrel?’ When we started we were working out of the tap room and only had 940 square feet so we didn’t have room for barrels. Once we opened our production facility it became a reality. We got our hands on a couple of Buffalo Trace Rye barrels and said ‘let’s see what happens!” Indeed!
Joel Kamp, Chad Doane, Michael Brower
We were given a small tour of the original taproom and brewhouse as well as the newer production facility located nearby led by Michael and Chad Doane, head brewer. Upon arriving at the doors, we were greeted by an unknown drummer who played very well. Joel Kamp, co-owner of Pigeon Hill Brewing, came out from behind his kit and greeted us warmly as he wiped the sweat from his brow. “I really had a nice groove going there” he said with a smile on his face. A wonderful German lager was poured and the three gentlemen showed us around the facility. There was a very tangible sense of excitement as they talked openly and freely about the obstacles they’d overcome, the work that led to the success of the day at hand, as well as the future for their company.
The popular refrain from the 1971 Gene Wilder classic Willy Wonka and the Chocolate Factory seemed the most appropriate way to describe my excitement when I found out I would be attending the Great American Beer Festival in Denver. As a lover of craft beer I was vaguely aware of the festival but never thought I would have the opportunity to attend. I’ve been to several West Michigan beer festivals but I was not prepared for the wonders that awaited me in scenic golden Colorado. Oh, and Golden, Colorado is the home of Coors… right? Get it? Golden ticket? Never mind…
The Great American Beer Festival was started in 1982 and had 24 breweries, 47 beers, and roughly 800 attendees in the Harvest House Hotel in Boulder, Colorado. Fast forward to 2017 where some 60,000 attendees, 3,900 beers, and 800 breweries were crammed into the Colorado Convention Center in downtown Denver. Tickets sold out in just over four hours.
In an attempt to the make the trip as affordable as possible we packed up the MittenBrew-Subaru and made our way from the Midwest to the Rockies. We agreed to make the drive casual and did so by stopping at some cool places like 3 Floyds, The World’s Largest Truck Stop, several Kum & Go gas stations as well as a Pump and Pantry (no, I am not making those last two up). Once in western Illinois, the long straight highways were lovingly hugged on both sides by vast expanses of corn, grassland, and not much else.
We intentionally arrived two days early to hit some of the amazing breweries that call Colorado home. In no particular order we hit Avery, Oskar Blues, Crooked Stave, Bull and Bush, Left Hand, Wynkoop, Great Divide, Bootstrap, Mockery, Black Shirt, and Colorado’s own—Coors. At each location we were greeted warmly, treated well, and welcomed back. It’s a town very much in love with its beer, both macro and craft.
Returning to luxurious hotel accommodations after each day of exploring might have been nice, but we chose to camp with some great friends from Railtown Brewing and City Built Brewing. Warm, clear sunny days gave way to frosty cold nights (we’re talking 3 layers to sleep cold). I dreamt of having all 4 of Charlie Bucket’s grandparents on my air mattress to keep me warm. Ok, that may have been an overshare.
Thursday, the opening day of the festival, arrived and it was lovely outside—warm, sunny and just really pleasant. We attended the Michigan Brewer’s Guild gathering at 1-UP-LODO which was a lot of fun to watch. Brewers talking beer, the local sites, and playing vintage arcade games. I used to be a decent Galaga player, I am sad to report I am not any more. I was much better at KISS pinball. After some great laughs and beers we headed to the festival.
The Colorado Convention center is monstrous and appears to be guarded by a frozen two-story tall blue bear. The general admission line was wrapped around the building and I never actually saw the end of the line, and this was almost 45 minutes before the gates opened. People were enjoying the sunny weather and the glorious anticipation of tasting some of the best beers in the world. It was very much like the 5 golden ticket holders meeting Willy Wonka at the gate when we arrived at the event door to get our media credentials—except that there were 2 of us.
I have attended large techie conventions before, but to see that many brewery booths was really overwhelming. Media attendees were granted early entry so I got to walk in and see the place before the onslaught. I casually strolled in trying to maintain my composure while planning my dark beer “must haves.” While perusing the giant map and list we began to hear bagpipes which meant the festival was about to open to the attendees. Reading that 60,000 people attend over the 3 days was a neat fact but it didn’t occur to me what that would look like. There must have been 2,000 people just standing inside the main door waiting to go through the gates. It was literally a river of beer shirts, beards, cargo shorts, weird hats, costumes, and smiles. The vibe was really positive. It was also clear that many people knew exactly where they were going right away, some even running to get that first pour of their favorite libation.
From that moment on it was elbow to elbow with people laughing, smiling, and celebrating the wonderful gift of beer. I was ecstatic to get some fantastic beers that I hadn’t tried before like Double Barrel Baptist from Epic, Barrel Aged Ten FIDY from Oskar Blues, Tweak from Avery, and to close out the festival I had a pour of Utopias from Samuel Adams. What an amazing journey of beer and community.
These are my tips for first time attendees:
Cell phones are only good for taking pictures of your drunk buddies or co-workers. Don’t plan on making calls or getting texts in the convention center during the festival.
Know where the bathrooms are. It’s a long walk to anywhere on the convention floor and it takes 10 times longer trying to move through the crowds.
Smile and take it all in. The sooner you settle into the scene, the sooner you’ll realize you’re with friends.
Try something new. I am a dark beer lover and I had a sour or two—I let my hair down.
If you find yourself on a brewery tour and are invited to hold a hop pellet, might I recommend that you don’t eat said hop pellet. Trust me.
It was an amazing adventure and while I didn’t win control of the chocolate factory I did get to meet some great people. Dates for the 2018 Great American Beer Festival are September 20th – 22nd in 2018. I’ll be seeing you then Denver, and not as a green newbie this time!
https://i1.wp.com/mittenbrew.com/wp-content/uploads/2017/10/greatamericanbeerfest2-12.jpg?fit=1500%2C768&ssl=17681500Ray Ashleyhttps://mittenbrew.com/wp-content/uploads/2018/08/MittenBrewLogo.pngRay Ashley2017-10-20 10:00:052018-08-17 12:38:44‘Cause I’ve Got a Golden Ticket…
In all, 293 medals were presented in 98 unique beer categories covering 161 different beer styles (including all subcategories). Winners were chosen out of 7,923 competition entries from 2,217 breweries in 50 states plus Washington, D.C. (a 15 percent and 24 percent increase respectively from the 7,301 entries and 1,783 breweries in 2016). The competition took place in six sessions over a period of three days and was judged by 276 beer experts from 13 countries, including the U.S.
Michigan Brewers Guild members received the following awards:
Barrel Aged Sweet Potato SouthNorte Rye, Odd Side Ales, Grand Haven
Shipfaced, Silver Harbor Brewing Co., Saint Joseph
Aphrodisiac Chocolate Pomegranate Imperial Stout, Cranker’s Brewery, Big Rapids
Rye Hipster Brunch Stout, Odd Side Ales, Grand Haven
Sheehan’s Stout, Rockford Brewing Co., Rockford
Antwerp’s Placebo, Batch Brewing Co., Detroit
Rogue River Brown, Rockford Brewing Co., Rockford
Passionfruit Gose, Perrin Brewing Co., Comstock Park
Pilgrim’s Dole, New Holland Brewing Co., Holland
The Great American Beer Festival is the granddaddy of all U.S. beer festivals, offering the largest collection of U.S. beer ever assembled. The judging panel awards gold, silver or bronze medals that are recognized around the world as symbols of brewing excellence. These awards are among the most coveted in the industry and heralded by the winning brewers in their national advertising.
The Michigan Brewers Guild is the network of innovative and passionate brewers that serves as the recognized advocate for the Michigan craft beer industry. The mission of the Michigan Brewers Guild is to promote and protect the Michigan craft beer industry with an overarching goal to help craft beer acquire 20% of the market by 2025.
Michigan’s thriving brewing industry conservatively contributes more than $144 million in wages with a total economic contribution of more than $600 million. In terms of overall number breweries, microbreweries and brewpubs, Michigan ranks #6 in the nation – thus supporting its claim as “The Great Beer State.”
https://i0.wp.com/mittenbrew.com/wp-content/uploads/2017/10/GABF17-3.jpg?fit=1500%2C998&ssl=19981500MittenBrewhttps://mittenbrew.com/wp-content/uploads/2018/08/MittenBrewLogo.pngMittenBrew2017-10-10 12:04:412017-10-20 10:00:287 Michigan Breweries Win 9 Medals at Great American Beer Festival®