Brewed Beverage of Choice: A Pint of Cask Conditioned, Dry Hopped Testament Double Red (My first attempt at Cask Conditioning)
At the beginning of this young new year I made a decision - a decision and not a resolution. With hop and grain prices where they are, it would be foolish to open my own brewpub/brewery this year. Therefore I decided that 2008 would be the year of marketing myself or as I call it, “Shameless Self Promotion.”
What is interesting about this decision is I tend to have what most would consider a fairly tame ego. I also tend to dish out compliments rather than receive them. Self promotion will be an interesting task because I have to believe the self is worthy of promotion. (Let us just ignore the Buddhist belief of no self.) So, are my skills and brews worthy of this promotion? Only time will tell.
I set out on this road of marketing for a couple of reasons. One, I am rather anonymous in the brewing community. Normally I prefer to work in the shadows, remaining anonymous. But this can only be a detriment. It is true that many of the local brewers know who I am because we are like a fraternal order. But the general public has little to no knowledge about me or my brews. And it is these important folk I wish to reach. Two, if I am successful at marketing myself and my brews, consumers may be more inclined to come to my brewpub/brewery when that time arises. This marketing can also generate business for my current brewery.
In the past I had a misguided notion that marketing myself, or having the confidence in my work would lead to a bloated ego and thus lead to arrogance - a trait I find to be unappealing. In the grand scheme of things, as an artisan, confidence in your product is essential and there is no shame in showing off that confidence. People will be less comfortable buying a product if the creator does not believe he or she made a quality item. The following is just a sampling of my list for the year:
1. Become a member of a trade association such as the Brewers Association.
2. Do as many of the local festivals as possible. (I am already set up to do 3.)
3. Go to the World Beer Cup/Craft Brewers Conference and the Great American Beer Festival.
4. Be an active member in the local Brewers Guild.
I guess what this means is you will be seeing me at more events, both hosted and as a guest. That is if you are lucky enough to live in the area. It also means that you will see more beer related blog entries here. No need to worry, I will work in some musings as well. Hopefully by the end of 2008 my task will be through with its initial phase. And, hopefully by the end of the year you have not gotten tired of seeing me.
Prost!
the confucian, shameless-self-promoter brewer