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(door creaking)
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(beer spurting)
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Oh man.
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Perfect.
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(voices clamoring)
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(audience applauding)
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I am super happy and super proud.
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I never thought that this is gonna be like that,
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like people really happy about crazy stuff.
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Which is actually not crazy, that's how beer started.
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Taste that.
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I know independency really matters,
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because then I can support the microbreweries,
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go on the road, meet the brewers, taste the beer,
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put it in your car,
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hop to the other bar, clean your taps,
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plug the beer, send it fresh and clean.
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(voices clamoring)
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(bright music)
(insects chirping)
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Beer is my art.
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It is a way to express myself,
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an architect to capture whatever it is
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that it has inspired you.
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And how can you serve that in a liquid form?
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And so it's, it's an art, like any other art in my eyes.
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I just don't know how to paint, so I know how to brew.
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So I started brewing.
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Simple.
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There's another deer coming here.
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(upbeat music)
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(valve spinning)
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(speaking in foreign language)
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(light music)
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(machinery whirring)
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(voices clamoring)
(glass clinking)
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(bright music)
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(beer pouring)
(light music)
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(glasses clinking)
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(energetic music)
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(birds chirping)
(soft music)
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(both laughing)
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(light music)
(grass rustling)
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(upbeat music)
(birds chirping)
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(energetic music)
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(siren wailing)
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Every craft brewer I know had some connection
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with home brewing.
(horn honking)
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I was a journalist before I started Brooklyn Brewery,
49
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and I was sent to Iran to cover the hostage story,
50
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the wars in Lebanon.
51
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I moved to Cairo and I was sitting behind President Sadat
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when he was assassinated there.
53
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But the biggest impact on my life
54
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was meeting American diplomats
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who had worked in Saudi Arabia,
56
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where they have Islamic law, no alcohol,
57
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and they were avid homebrewers.
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And the idea of making beer in your kitchen
59
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just seemed like, wow, I could do that.
60
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My neighbor, his name is Tom Potter,
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he thought my idea was ridiculous
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because he knew that the big breweries were getting bigger
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and the regional breweries in the U.S.
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were going out of business.
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But eventually I showed him that there were small breweries
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that were successful.
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Tom went to the Craft Brewers Conference
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in Portland, Oregon in 1986.
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At that time,
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there were fewer than like 50 breweries in all of America.
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And all of these new breweries were at this conference.
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And there's my partner, Tom,
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he's got a Brooks Brothers suit.
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He's from New York City.
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They all wanted to talk to him
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thinking he could be a potential source of money, financing.
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And they gave him their business plans.
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He came back to New York realizing
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that this could be a real business,
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that it wasn't just his crazy upstairs neighbor's idea.
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(upbeat music)
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I was a brewer in Roeselare, Belgium.
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In '96, I was invited to do some talk about sour beer
84
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or Belgian beers in the Craft Brewers Conference,,
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it was at that year in Boston.
86
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That's where I met Kim and Jeff,
87
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who had started New Belgium.
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And they were looking for a Belgian brewer.
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Alright, well, good luck.
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(upbeat music)
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We were staying at the brewmaster from Cambridge Brewing,
92
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and he said, do you know where Colorado is?
93
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And I go no.
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That broody New Belgium,
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it's kind of an up and coming brewery.
96
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Yeah right, Darrell, what are you saying?
97
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He's like aren't you on vacation right now?
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I'm like, yeah.
99
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He's like why would you not go to Colorado
100
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and checked that brewery New Belgium out.
101
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As we continued to drive,
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we thought maybe we should check in with Kim.
103
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So I called her on the coast in Maine.
104
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It was a huge waves and I could barely,
105
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I'm like, hey Kim, were you serious
106
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that you were looking for the Belgian brewer?
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She said yeah, I was serious.
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So we're like, okay, we'll drive over there.
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We drove all the way here through cornfields
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to boring landscape.
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Suddenly there were mountains.
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Snowcapped mountains.
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Wow.
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There's mountains here.
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And there's something we could do.
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And then we came in in the brewery
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and they just had moved in this location.
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This, where we're standing right now,
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was the packaging hall.
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So it was really a very small brewery.
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And there were a lot of issues.
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So there were so many issues here that I was like, wow.
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If I come in as a brewer, I'm gonna be able to do stuff.
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I'm gonna be able to turn the rocks into gold.
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(siren wailing)
(dramatic music)
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1995, we began building our brewery here in Brooklyn.
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The New York Daily News did a big story
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about the first brewery in Brooklyn in 20 years.
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The next day,
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two big limousines pulled up in front of the brewery.
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When they walked in,
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all the workers disappeared from the job site.
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You know, the plumbers, the carpenters,
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the concrete guys, they were gone.
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And I said, okay, let me take you guys to lunch.
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And there was a diner nearby.
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And the boss said, no, no, we didn't come here to eat.
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Let's meet in your office.
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I said well, no,
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my office is way back in the warehouse there.
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He said, perfect.
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So we go out in the warehouse,
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there aren't enough chairs for the whole group.
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I said, let me get some chairs.
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And the boss said, no, no, you stand up, we'll sit.
146
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So the boss sits right in front of me and I'm just,
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I'm telling them my background,
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how we're bootstrapping the company.
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I'm not sure if we have enough money.
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At a certain point,
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the boss says, look, we've heard enough.
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We need to talk.
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I said, okay, I'll leave.
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He said, no, no, you stay here.
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We'll go up in the warehouse.
156
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And they're out in the warehouse,
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like yelling at each other, like screaming, you know.
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They come charging back in and the boss who's in the lead
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puts his hand between my legs and squeezes
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and puts his face next to me and says,
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we're gonna have to hurt you.
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And then he grabs me by the shoulders
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and slams me into the wall and says, just kidding.
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And he burst out laughing
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along with the other guys and they left.
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(soft music)
(birds chirping)
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(speaking in foreign language)
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(light music)
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(machinery whirring)
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(upbeat music)
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(hops pouring)
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(soft music)
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(voices clamoring)
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A little bit earthy,
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not dense, oil-like.
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Almost a little bit towards mint or oregano.
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Just kind of darker green or earthiness.
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All right, you're in you're with me this time.
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I am so glad for that.
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So I brought a couple of different local beers
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for us to try.
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This is a hazy IPA from The Veil,
183
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and this is a pure butter stout we make
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at my brewery, Bluejacket.
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Everyone that works in beer, has a passion for beer,
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brews beer, I think has a story.
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I worked at CNN, Washington, D.C. bureau,
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and I wasn't happy.
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I didn't like working in corporate news.
190
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So threw it all to the wind, quit my job at CNN,
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my friend Christie quit her job.
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We traveled cross-country for almost a year.
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That was the best
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trip of my life.
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Changed my course.
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Yeah, that's good, lemon verbena is definitely in there.
197
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And we would go national parks, BLM land, national forest,
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camp, lived off of $15 a day.
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What we realized is when we ran out of friends,
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almost a year, you're gonna run out of friends,
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who let you sleep on the couch or camp in their backyard.
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We always had friends if we went to the brewpubs.
203
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So that's where I really realized
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I don't just want to homebrew
205
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and get more interested in beer as a beer lover,
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I want to work in beer.
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I moved to Colorado and I became craft beer program director
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at the Brewers Association.
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(funky music)
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Biked here all the way from the top
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of Rocky Mountain National Park.
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You start in the snow
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and you bike down and it's like 160 kilometers back home.
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There's a few Hills here that you have to cross again,
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but you pass on this side the reservoir.
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And then I live all the way there.
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The first time I met Peter,
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he was a brewmaster at New Belgium already.
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And I had just started here.
220
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And I remember I was working on a story,
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I was trying to explain that style of beer.
222
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And I had to do the writing of that.
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And Peter does not like to talk about styles.
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He's like, what's your style?
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So, I was kind of intimidated.
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I'm like, all right, Peter,
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we're making a beer to Mars at the time,
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and I said explain this style of beer to me.
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And he got all excited and he took me across the room
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and he opened up a book about an architect, Victor Horta.
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And he showed me this architect's work.
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And it's very vinous,
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so it has very sinewy elements to it,
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but very strong structurally.
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He's like, that is what I want to put in the beer.
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I want structural integrity,
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yet I want it to be very organic.
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And I said, this beer is based on an architect.
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And he said, absolutely. And he said, and I want the color
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to look like a Belgian sunset.
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And it just blew my mind as to how a brewer
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might approach his creative craft.
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(soft music)
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A good beer only has three ingredients,
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knowledge, experience, and creativity in different blends.
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There's another little one there.
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This is the best place ever in history to be a brewer.
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Because we educated our customers to try stuff
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and they are willing to try.
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They're not like in Belgium, oh,
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I'm gonna drink my Westmalle and my tripel and my dubbel.
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That's what I drank, you know?
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No, they're coming in and they're gonna try,
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they're gonna ask for what's new.
255
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And so we are now, the brewers here,
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we can do whatever with beer.
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People are gonna try it.
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They will comment on it.
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They will get feedback on it to you,
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but it's really the best place to do so.
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It's also beautiful now to see that with transpired
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to other countries, and it goes back to Germany,
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it goes back to Belgium, it goes back all over the world.
264
00:33:33,060 --> 00:33:36,573
Creating beers takes three years and three months.
265
00:33:37,419 --> 00:33:39,450
There's always stuff happening.
266
00:33:39,450 --> 00:33:42,170
And I was looking if there were berries over there
267
00:33:42,170 --> 00:33:47,170
and there's always things that you feel smell, eat,
268
00:33:48,020 --> 00:33:52,410
talk to people, and those are in the back of your brain.
269
00:33:52,410 --> 00:33:56,520
And so those are things that you don't know why
270
00:33:56,520 --> 00:33:57,950
they are useful at this point,
271
00:33:57,950 --> 00:34:01,204
but maybe they will come useful after that.
272
00:34:01,204 --> 00:34:03,871
(motor revving)
273
00:34:15,610 --> 00:34:17,780
We used to come on Monday together
274
00:34:17,780 --> 00:34:19,580
and we're like, what should we make?
275
00:34:21,520 --> 00:34:22,353
What should we brew?
276
00:34:22,353 --> 00:34:24,023
What are we gonna serve this weekend?
277
00:34:25,070 --> 00:34:28,510
We're going to Shaun in the Old Town Spice Store.
278
00:34:28,510 --> 00:34:31,550
And we're like, hey, we need something that's fruity
279
00:34:31,550 --> 00:34:33,250
with some body.
280
00:34:33,250 --> 00:34:35,170
It shouldn't be too exaggerated in
281
00:34:36,730 --> 00:34:39,220
the sharpness of the sourness.
282
00:34:39,220 --> 00:34:40,780
What do you think?
283
00:34:40,780 --> 00:34:43,870
Or we talk with Toby in the chocolate store.
284
00:34:43,870 --> 00:34:47,020
And we're like, what type of chocolate husk do you have?
285
00:34:47,020 --> 00:34:49,177
And do you have something that's more fruity
286
00:34:49,177 --> 00:34:50,293
and a little bit good.
287
00:34:51,280 --> 00:34:52,113
And he's gonna be,
288
00:34:52,113 --> 00:34:56,320
oh maybe I have some Ecuadorian cafe husk right now.
289
00:34:56,320 --> 00:34:57,870
Give it a try, smell it.
290
00:34:57,870 --> 00:34:59,694
Let's make an infusion right away.
291
00:34:59,694 --> 00:35:02,111
(soft music)
292
00:35:22,244 --> 00:35:25,390
On the brewing side, it's a little bit more different.
293
00:35:25,390 --> 00:35:28,100
It's by tasting around that we decide on the brews
294
00:35:28,100 --> 00:35:29,200
that we're gonna make.
295
00:35:31,810 --> 00:35:34,040
Sweet little lies and dirty leeks.
296
00:35:34,040 --> 00:35:36,400
And we really wanted to do something with leeks
297
00:35:36,400 --> 00:35:37,440
because that was only thing
298
00:35:37,440 --> 00:35:38,990
that was still in the field in Belgium.
299
00:35:38,990 --> 00:35:40,820
And so we bought some leeks
300
00:35:40,820 --> 00:35:43,428
and then we started playing in the kitchen.
301
00:35:43,428 --> 00:35:45,540
It was really bad to dry hop.
302
00:35:45,540 --> 00:35:46,820
We dry hopped some beer with it
303
00:35:46,820 --> 00:35:49,140
because you get all the sulfur from the leeks.
304
00:35:49,140 --> 00:35:51,070
So we started boiling it.
305
00:35:51,070 --> 00:35:53,220
We started doing a hot extraction, like in the mash.
306
00:35:53,220 --> 00:35:56,120
And so based on that, we decided to go with a mash.
307
00:35:56,120 --> 00:35:58,890
Mash and boil so that we strip the sulfur off.
308
00:35:58,890 --> 00:36:01,460
And then we still had the texture of the leeks.
309
00:36:01,460 --> 00:36:04,550
But so, the idea comes from us biking in Belgium
310
00:36:04,550 --> 00:36:05,480
and finding leeks.
311
00:36:05,480 --> 00:36:08,420
And we're like, oh, we never brewed it with leeks.
312
00:36:08,420 --> 00:36:10,470
Now we get leeks and we're trying to figure out
313
00:36:10,470 --> 00:36:12,060
how to work with leeks
314
00:36:12,060 --> 00:36:14,090
because there's no brewing book I can pick up
315
00:36:14,090 --> 00:36:16,720
that's gonna talk about how to brew with leeks.
316
00:36:20,802 --> 00:36:24,802
(speaking in foreign language)
317
00:37:32,628 --> 00:37:35,128
(funky music)
318
00:39:45,584 --> 00:39:48,334
(drill whirring)
319
00:40:04,683 --> 00:40:07,433
(hammer banging)
320
00:40:25,457 --> 00:40:27,320
This is the perfect lambic to make.
321
00:40:27,320 --> 00:40:30,850
It goes, we could use your 50% of this one.
322
00:40:30,850 --> 00:40:32,190
Have you noticed?
323
00:40:32,190 --> 00:40:33,840
I've been looking at the difference in color,
324
00:40:33,840 --> 00:40:34,850
the difference in aroma.
325
00:40:34,850 --> 00:40:35,683
It tastes much cleaner.
326
00:40:35,683 --> 00:40:37,053
Much cleaner.Yeah.
327
00:40:40,214 --> 00:40:42,333
It's getting cold now.
328
00:40:43,730 --> 00:40:48,283
It's getting cold now, it will be completely clear.
329
00:40:50,000 --> 00:40:51,730
So does that mean there's a lot of sediment
330
00:40:51,730 --> 00:40:52,740
in these barrels?
331
00:40:52,740 --> 00:40:54,040
If you would put it in a bucket,
332
00:40:54,040 --> 00:40:58,670
you will have half a bucket or less than 5, 6, 7 liters
333
00:40:58,670 --> 00:40:59,963
of yeast, you will find.
334
00:41:00,923 --> 00:41:02,270
Maximum, not more.
335
00:41:02,270 --> 00:41:03,910
There is a difference between the casks
336
00:41:03,910 --> 00:41:07,500
so that it is not certain that all the cas,s of the same age
337
00:41:07,500 --> 00:41:10,053
have the same taste flavors.
Flavors, yeah.
338
00:41:11,481 --> 00:41:13,898
(soft music)
339
00:41:27,599 --> 00:41:31,516
(speaking in foreign language)
340
00:42:43,262 --> 00:42:48,262
(upbeat music)
(machinery whirring)
341
00:44:48,676 --> 00:44:51,259
(bell tolling)
342
00:45:07,346 --> 00:45:10,263
(voices clamoring)
343
00:46:36,840 --> 00:46:38,403
I think you'll find something in lambics
344
00:46:38,403 --> 00:46:41,050
that you don't find in other kind of beers.
345
00:46:41,050 --> 00:46:42,507
Of course, you can find the black beers,
346
00:46:42,507 --> 00:46:43,900
that's like a hammer.
347
00:46:43,900 --> 00:46:48,497
But the sour thing is just absolutely fantastic for me.
348
00:46:48,497 --> 00:46:50,340
I have some friends in Denmark
349
00:46:50,340 --> 00:46:52,267
who's working on beer barrels
350
00:46:52,267 --> 00:46:55,620
and we started, yeah with IPAs, and stouts and stuff.
351
00:46:55,620 --> 00:46:57,540
And then suddenly they got home,
352
00:46:57,540 --> 00:47:00,260
actually from trips to Belgium with lambic.
353
00:47:00,260 --> 00:47:01,910
And we tried it in the bars.
354
00:47:01,910 --> 00:47:04,740
And at first it was really, really strange,
355
00:47:04,740 --> 00:47:07,750
but after a few beers and some thinking,
356
00:47:07,750 --> 00:47:12,750
suddenly it starts to really mind blow you in some way.
357
00:47:13,120 --> 00:47:15,790
And at some point you just need to,
358
00:47:15,790 --> 00:47:17,500
you realize you just need to travel to Belgium
359
00:47:17,500 --> 00:47:18,500
and try it yourself.
360
00:47:26,287 --> 00:47:29,204
(glass clattering)
361
00:47:32,541 --> 00:47:36,458
(speaking in foreign language)
362
00:47:54,732 --> 00:47:57,732
(voices clamoring)
363
00:48:00,330 --> 00:48:02,920
I've headed up four breweries for 800 people.
364
00:48:02,920 --> 00:48:03,753
Wow.
365
00:48:03,753 --> 00:48:06,459
And 68 pubs or something.
366
00:48:06,459 --> 00:48:07,292
Everybody.
367
00:48:07,292 --> 00:48:08,380
Salute.
Cheers.
368
00:48:08,380 --> 00:48:10,320
(glasses clinking)
369
00:48:10,320 --> 00:48:11,610
We're here for a week
370
00:48:11,610 --> 00:48:13,290
drinking the best beer on the planet.
371
00:48:13,290 --> 00:48:15,700
Yeah, and we're gonna pop open every single beer
372
00:48:15,700 --> 00:48:17,460
that we brought.
373
00:48:17,460 --> 00:48:20,070
We brought two case's worth of beer here.
374
00:48:20,070 --> 00:48:21,830
So if we don't trade 'em,
375
00:48:21,830 --> 00:48:23,860
we're gonna pop 'em open and drink them with, you know,
376
00:48:23,860 --> 00:48:25,570
with everybody here.
377
00:48:25,570 --> 00:48:26,670
You know, that's what it's about.
378
00:48:26,670 --> 00:48:28,040
That's how I made this friend here,
379
00:48:28,040 --> 00:48:31,380
by popping open a beer and saying, hey, how you doing?
380
00:48:31,380 --> 00:48:32,810
My name is Carlos.
381
00:48:32,810 --> 00:48:34,850
Hey, try some of my beer.
382
00:48:34,850 --> 00:48:37,370
And then he tried it and he loved it and (laughing).
383
00:48:38,760 --> 00:48:40,640
Now, this is my best buddy here, you know?
384
00:48:40,640 --> 00:48:43,210
And we're traveling and, man.
385
00:48:43,210 --> 00:48:45,877
(upbeat music)
386
00:48:56,950 --> 00:49:00,867
(speaking in foreign language)
387
00:51:30,451 --> 00:51:33,284
(easygoing music)
388
00:52:11,273 --> 00:52:13,856
(horn honking)
389
00:53:25,515 --> 00:53:28,182
(upbeat music)
390
00:54:24,638 --> 00:54:25,471
Hello.
391
00:54:27,046 --> 00:54:27,940
Peter.Hi there.
392
00:54:27,940 --> 00:54:28,773
Chris.
Chris?
393
00:54:28,773 --> 00:54:29,606
Yes.
394
00:54:29,606 --> 00:54:30,439
Nice to meet you.
395
00:54:30,439 --> 00:54:31,950
This is Frezi.Hello, Chris.
396
00:54:31,950 --> 00:54:33,536
Nice to meet you.
My wife.
397
00:54:33,536 --> 00:54:34,753
Wanna see the hops, man?
398
00:54:44,991 --> 00:54:48,908
(speaking in foreign language)
399
00:54:51,235 --> 00:54:52,705
You know what goat heads are?
400
00:54:52,705 --> 00:54:55,216
Goat heads?
401
00:54:55,216 --> 00:54:56,373
They came up from the
402
00:54:58,520 --> 00:55:01,329
east, so it's such a dry area there.
403
00:55:01,329 --> 00:55:03,310
And then suddenly becoming the valley here of the Yakima.
404
00:55:03,310 --> 00:55:05,970
And there were a lot of grapes initially,
405
00:55:05,970 --> 00:55:07,820
but then it starts to switch to hops.
406
00:55:09,370 --> 00:55:10,770
That's still really green?
407
00:55:13,790 --> 00:55:18,170
This valley, the Yakima valley, and really from Yakima,
408
00:55:18,170 --> 00:55:21,100
the city of Yakima on until Toppenish,
409
00:55:21,100 --> 00:55:24,800
it's all irrigated by the Yakima River.
410
00:55:24,800 --> 00:55:26,782
The hop growing is always like that, eh?
411
00:55:26,782 --> 00:55:27,760
Every year is like that.
412
00:55:27,760 --> 00:55:31,130
A big hit here was when a Budweiser was bought
413
00:55:31,130 --> 00:55:34,910
by ABI, or became ABI, basically.
414
00:55:34,910 --> 00:55:38,290
At that point, they were having a stock of hops
415
00:55:38,290 --> 00:55:40,500
that they kept a strategic reserve
416
00:55:40,500 --> 00:55:43,263
and they, especially the elaborates,
417
00:55:44,370 --> 00:55:45,900
were suddenly in excess.
418
00:55:45,900 --> 00:55:49,250
And you saw so much corn grown in between the fields here.
419
00:55:49,250 --> 00:55:50,083
Really?
420
00:55:50,083 --> 00:55:52,100
And they've made smaller harvesters
421
00:55:52,100 --> 00:55:53,691
so that they could go in between the poles.
422
00:55:53,691 --> 00:55:56,191
(light music)
423
00:56:02,153 --> 00:56:05,070
(water splashing)
424
00:56:16,876 --> 00:56:17,902
Hi, Eddie.Hi, Sue.
425
00:56:17,902 --> 00:56:19,699
How are ya?Great, how are you doing?
426
00:56:19,699 --> 00:56:20,532
Good.
427
00:56:20,532 --> 00:56:21,365
Hey, Chris.
428
00:56:21,365 --> 00:56:22,500
Chris, nice to meet you.
429
00:56:22,500 --> 00:56:23,472
I'm Peter.
Peter.
430
00:56:23,472 --> 00:56:24,305
Pleasure.
431
00:56:24,305 --> 00:56:26,300
Frezi.Frezi, pleasure to meet you.
432
00:56:26,300 --> 00:56:27,177
Welcome.
433
00:56:27,177 --> 00:56:28,677
Thank you.
434
00:56:31,256 --> 00:56:33,923
(both laughing)
435
00:56:43,970 --> 00:56:46,380
All hops that are grown commercially in the U.S.
436
00:56:46,380 --> 00:56:47,520
came over from Europe.
437
00:56:47,520 --> 00:56:49,970
All the new stuff that we've bred since then
438
00:56:49,970 --> 00:56:52,920
has bred with that rootstock and then modern rootstock.
439
00:56:52,920 --> 00:56:54,613
The acres are on this sign?
440
00:56:55,716 --> 00:56:57,297
Those teepees right there.
441
00:56:57,297 --> 00:56:58,130
Those little endposts,
442
00:56:59,123 --> 00:57:00,870
that separates.
443
00:57:00,870 --> 00:57:03,631
Okay.Just separates 40s.
444
00:57:03,631 --> 00:57:05,470
That switches into Ekuanot right there.
445
00:57:05,470 --> 00:57:07,660
So there's the section of 67 that's.
446
00:57:07,660 --> 00:57:08,790
Mosaic.Mosaic.
447
00:57:08,790 --> 00:57:11,040
And then it goes Ekuanot and at the end it's Simcoe.
448
00:57:11,040 --> 00:57:12,880
It'll have it like a red bine
449
00:57:12,880 --> 00:57:15,521
or kind of like a red striped bine.
450
00:57:15,521 --> 00:57:17,120
But if you look at Ekuanot,
451
00:57:18,673 --> 00:57:20,650
it's just kinda like pale.
452
00:57:20,650 --> 00:57:22,680
Same like Mosaic, Citra.
453
00:57:22,680 --> 00:57:23,813
Yeah, it's like it's diverse.
454
00:57:23,813 --> 00:57:25,620
You have blueberry, you have stone fruit,
455
00:57:25,620 --> 00:57:26,700
you have passion fruit,
456
00:57:26,700 --> 00:57:28,463
you have a little bit of mango.
457
00:57:29,707 --> 00:57:31,900
It can be a little bit dank as well.
458
00:57:31,900 --> 00:57:33,450
And that's why I sorta like it.
459
00:57:33,450 --> 00:57:35,913
And it's always a safe bet to go with Mosaics.
460
00:57:37,070 --> 00:57:38,120
It's hard to overdo it.
461
00:57:38,120 --> 00:57:41,328
And as you can see, just agrinomically, it's.
462
00:57:41,328 --> 00:57:42,161
It's a good growing hop.
463
00:57:42,161 --> 00:57:43,610
Yeah, the farmers like to grow it.
464
00:57:44,730 --> 00:57:46,793
Fairly easy to manage, good yields.
465
00:57:46,793 --> 00:57:49,210
(soft music)
466
00:57:55,113 --> 00:57:59,030
(speaking in foreign language)
467
00:58:20,619 --> 00:58:25,619
(machinery whirring)
(energetic music)
468
00:58:42,255 --> 00:58:43,457
This is the last of it.
469
00:58:43,457 --> 00:58:45,500
We have two fields though today.
470
00:58:45,500 --> 00:58:47,960
Only one field that we'll add in.
471
00:58:47,960 --> 00:58:52,427
A few hundred acres of Simcoe and 200 are sittin' here.
472
00:59:13,784 --> 00:59:16,534
(horns honking)
473
00:59:23,550 --> 00:59:28,080
In 1988, when we started selling beer, this bar, Teddy's,
474
00:59:28,080 --> 00:59:30,280
was one of our first customers.
475
00:59:30,280 --> 00:59:32,830
On day one, we delivered to Teddy's.
476
00:59:32,830 --> 00:59:35,450
It doesn't say Teddy's anywhere here,
477
00:59:35,450 --> 00:59:37,440
but that's what everyone in the neighborhood
478
00:59:37,440 --> 00:59:39,023
knows it by.
479
00:59:40,120 --> 00:59:42,670
Actually, it was owned by a brewery
480
00:59:42,670 --> 00:59:44,610
back in the 19th century,
481
00:59:44,610 --> 00:59:47,277
(upbeat music)
482
00:59:50,550 --> 00:59:52,970
You can imagine 30 years ago,
483
00:59:52,970 --> 00:59:56,223
Brooklyn Lager was the only craft beer here.
484
00:59:57,130 --> 01:00:02,130
It was basically Budweiser, Heineken, and Brooklyn Lager.
485
01:00:02,720 --> 01:00:06,500
Today, you see there's a little bit of competition
486
01:00:06,500 --> 01:00:08,886
among craft beers.
487
01:00:08,886 --> 01:00:11,651
(soft music)
488
01:00:11,651 --> 01:00:15,651
(speaking in foreign language)
489
01:00:36,220 --> 01:00:38,520
Independence defines us.
490
01:00:38,520 --> 01:00:41,050
It's the freedom to create with no limits.
491
01:00:41,050 --> 01:00:44,530
It's the difference between real craft beer and the rest.
492
01:00:44,530 --> 01:00:47,280
For more than 6,000 independent craft breweries,
493
01:00:47,280 --> 01:00:50,010
there's a seal that represents that independence.
494
01:00:50,010 --> 01:00:53,508
It marks a community that answers only to beer.
495
01:00:53,508 --> 01:00:55,270
They see the seal, they know
496
01:00:55,270 --> 01:00:57,020
that's independence you're tasting.
497
01:01:04,630 --> 01:01:05,590
Hey, it's Julia Herz.
498
01:01:05,590 --> 01:01:06,423
How are you?
499
01:01:08,210 --> 01:01:09,043
I'm good.
500
01:01:09,043 --> 01:01:10,270
Am I catching you at a good time?
501
01:01:10,270 --> 01:01:13,030
The Brewers Association is the national trade group
502
01:01:13,030 --> 01:01:14,700
in the United States that represents
503
01:01:14,700 --> 01:01:16,160
the majority of breweries.
504
01:01:16,160 --> 01:01:18,143
Frankly, 99% of the beer in the U.S.
505
01:01:19,040 --> 01:01:20,830
is under our membership.
506
01:01:20,830 --> 01:01:21,853
Okey-doke, bye bye.
507
01:01:23,350 --> 01:01:25,350
What we launched this morning
508
01:01:27,270 --> 01:01:31,390
is a new campaign on behalf of independent craft brewers
509
01:01:31,390 --> 01:01:34,330
called That's Independent You're Tasting.
510
01:01:34,330 --> 01:01:37,240
The way we launched it is through communications
511
01:01:37,240 --> 01:01:41,090
in email that would drive breweries in the United States
512
01:01:42,050 --> 01:01:44,300
to this webpage, which is a blog post.
513
01:01:44,300 --> 01:01:46,070
And it talks about the campaign,
514
01:01:46,070 --> 01:01:49,050
shows the two commercials that we have produced,
515
01:01:49,050 --> 01:01:52,260
and then also links people to the social media channels
516
01:01:52,260 --> 01:01:54,260
that we just launched this morning on Facebook,
517
01:01:54,260 --> 01:01:55,400
Instagram, and Twitter.
518
01:01:55,400 --> 01:01:57,250
The acquired breweries that are formerly
519
01:01:57,250 --> 01:02:01,750
independent craft brewers that are now part of big beer,
520
01:02:01,750 --> 01:02:04,520
they don't have their new parent company name
521
01:02:04,520 --> 01:02:05,460
on their labels.
522
01:02:05,460 --> 01:02:08,690
There's 10 breweries now under Anheuser-Busch's control
523
01:02:08,690 --> 01:02:10,390
and ownership in the United States.
524
01:02:10,390 --> 01:02:12,140
There's multiple breweries that Molson Coors
525
01:02:12,140 --> 01:02:13,240
has now purchased.
526
01:02:13,240 --> 01:02:15,300
Heineken has purchased several.
527
01:02:15,300 --> 01:02:19,420
If I was a beer lover and not involved in the beer world,
528
01:02:19,420 --> 01:02:21,510
I wouldn't maybe know that, you know,
529
01:02:21,510 --> 01:02:23,540
a brewery was purchased.
530
01:02:23,540 --> 01:02:25,810
Breckenridge was purchased by Anheuser-Busch,
531
01:02:25,810 --> 01:02:27,620
or Devil's Backbone.
532
01:02:27,620 --> 01:02:29,610
I just wouldn't know that because the name
533
01:02:29,610 --> 01:02:32,160
of the parent company owner is not on those labels.
534
01:02:32,160 --> 01:02:33,643
It's not transparent.
535
01:02:34,640 --> 01:02:36,360
The most important thing about choice
536
01:02:36,360 --> 01:02:37,880
is that you have one.
537
01:02:37,880 --> 01:02:39,860
Independence depends on it.
538
01:02:39,860 --> 01:02:42,970
Choice lets you take a stand against the status quo
539
01:02:42,970 --> 01:02:45,870
by catching lightning in a bottle and in turn,
540
01:02:45,870 --> 01:02:47,363
leave your mark on the world.
541
01:02:48,580 --> 01:02:51,780
We're leaving our mark on beer with a seal that represents
542
01:02:51,780 --> 01:02:54,800
more than 6,000 independent craft breweries.
543
01:02:54,800 --> 01:02:57,773
Seek the seal and know that's independence you're tasting.
544
01:03:02,910 --> 01:03:05,070
Don't you have a calculator that can just tell us?
545
01:03:05,070 --> 01:03:08,567
We have 10 gallons of water and we want 9% alcohol.
546
01:03:09,707 --> 01:03:10,957
It doesn't work that way?
547
01:03:11,920 --> 01:03:13,630
I was just meshing and.
548
01:03:13,630 --> 01:03:14,560
Go for it.
549
01:03:14,560 --> 01:03:15,683
Yeah, so okay.
550
01:03:17,150 --> 01:03:17,983
Yeah, bring it out.
551
01:03:17,983 --> 01:03:20,340
I'm not adding any more water, that I agree with.
552
01:03:22,550 --> 01:03:23,453
Gotta taste it.
553
01:03:24,570 --> 01:03:26,520
Our morning cereal.
554
01:03:26,520 --> 01:03:27,360
That's what I would love in homebrewing
555
01:03:27,360 --> 01:03:31,163
because you just can really play around.
556
01:03:32,440 --> 01:03:34,120
It doesn't matter if it ingredient costs,
557
01:03:34,120 --> 01:03:35,440
like I don't know how much money
558
01:03:35,440 --> 01:03:37,223
because you're doing a very small scale.
559
01:03:38,313 --> 01:03:39,833
What is the temperature now?
560
01:03:41,090 --> 01:03:42,180
I'm gonna call it
561
01:03:44,680 --> 01:03:45,713
160.
562
01:03:48,080 --> 01:03:49,420
Do you want to still have some more?
563
01:03:49,420 --> 01:03:51,336
I don't want it to become stuffed dough.
564
01:03:51,336 --> 01:03:54,086
(grains pouring)
565
01:04:01,051 --> 01:04:02,468
It's mesmerizing.
566
01:04:08,150 --> 01:04:10,550
This independent logo with the upside down bottle.
567
01:04:10,550 --> 01:04:11,383
Yeah.
568
01:04:11,383 --> 01:04:12,920
That's just available for American brewers.
569
01:04:12,920 --> 01:04:14,170
Yeah, only American.
570
01:04:14,170 --> 01:04:16,050
There's no chance as a European brewer just to use it?
571
01:04:16,050 --> 01:04:17,010
We've been asked.
572
01:04:17,010 --> 01:04:19,930
We've been asked a lot, but it's a certified mark.
573
01:04:19,930 --> 01:04:22,310
You have to be small, independent, traditional
574
01:04:22,310 --> 01:04:25,022
and U.S. craft brewer with TTB.
575
01:04:25,022 --> 01:04:27,735
You have to be licensed to brew as a U.S. brewer.
576
01:04:27,735 --> 01:04:28,568
Okay.
577
01:04:30,068 --> 01:04:31,235
Chokecherries.
578
01:04:34,040 --> 01:04:35,550
Dries out your mouth.
579
01:04:35,550 --> 01:04:36,383
What do you think?
580
01:04:36,383 --> 01:04:37,930
I think that could combine well.
581
01:04:37,930 --> 01:04:39,307
Yeah.
582
01:04:39,307 --> 01:04:41,974
(bright music)
583
01:04:55,689 --> 01:04:56,933
It's a little cloudy.
584
01:04:56,933 --> 01:04:57,860
But it's still--
585
01:04:57,860 --> 01:05:00,340
It's actually more clear than I would've expected.
586
01:05:00,340 --> 01:05:01,770
It's about flavor, not by style.
587
01:05:01,770 --> 01:05:03,200
That's exactly right.
588
01:05:03,200 --> 01:05:04,360
And we always have to taste it
589
01:05:04,360 --> 01:05:06,170
every step in the brewing process.
590
01:05:06,170 --> 01:05:07,710
Yes, that's true.
591
01:05:07,710 --> 01:05:08,543
Cheers.
592
01:05:11,400 --> 01:05:12,800
Ooh, it's good.
593
01:05:12,800 --> 01:05:14,450
What I love about brewing with somebody
594
01:05:14,450 --> 01:05:16,870
is you could completely not know them
595
01:05:16,870 --> 01:05:18,852
and you always find common ground.
596
01:05:18,852 --> 01:05:21,686
And it's not interesting so much that it's gonna be fun.
597
01:05:21,686 --> 01:05:23,400
Cheers.
598
01:05:23,400 --> 01:05:24,400
Nice brewing view.
599
01:05:26,190 --> 01:05:28,233
I come over more often if we drink beers like this.
600
01:05:28,233 --> 01:05:29,386
Yes.
(Chris laughing)
601
01:05:29,386 --> 01:05:32,053
(upbeat music)
602
01:05:46,740 --> 01:05:49,930
We moved to this neighborhood in 1990.
603
01:05:49,930 --> 01:05:54,240
At the time, most of these buildings were abandoned.
604
01:05:54,240 --> 01:05:57,570
It was an old industrial area.
605
01:05:57,570 --> 01:06:00,123
Actually our first warehouse was in this building.
606
01:06:02,287 --> 01:06:05,920
When we first opened to the public on Friday night,
607
01:06:05,920 --> 01:06:08,890
we'd be lucky to get two dozen people.
608
01:06:08,890 --> 01:06:13,210
And now we get three to 4,000 people in very limited hours
609
01:06:13,210 --> 01:06:15,100
of tours on the weekends.
610
01:06:15,100 --> 01:06:19,580
So the brewery has definitely been an economic development
611
01:06:19,580 --> 01:06:21,540
engine for this neighborhood.
612
01:06:21,540 --> 01:06:23,650
And I think that's true of craft breweries
613
01:06:23,650 --> 01:06:25,211
all over the world.
614
01:06:25,211 --> 01:06:27,711
(light music)
615
01:06:31,021 --> 01:06:33,854
(water splashing)
616
01:06:43,400 --> 01:06:45,060
My girlfriend, who's now my wife,
617
01:06:45,060 --> 01:06:47,200
had an apartment right across the street
618
01:06:48,290 --> 01:06:50,690
and I used to sit on her fire escape,
619
01:06:50,690 --> 01:06:53,650
just staring at the building kind of like in a daze.
620
01:06:53,650 --> 01:06:55,800
And she'd be like, what are you looking at?
621
01:06:58,680 --> 01:07:01,340
And I'm like, I'm looking at the building.
622
01:07:01,340 --> 01:07:03,303
Someday she's gonna be mine.
623
01:07:05,320 --> 01:07:07,440
So this is the old part of the building.
624
01:07:07,440 --> 01:07:10,310
This was built in the 1820s
625
01:07:10,310 --> 01:07:13,233
and actually eventually became hat factories and such.
626
01:07:19,820 --> 01:07:23,120
So this is all part of the old factory complex
627
01:07:23,120 --> 01:07:24,660
that was here on this property,
628
01:07:24,660 --> 01:07:27,140
mostly because of the creek and the water
629
01:07:27,140 --> 01:07:28,410
and the hydro power.
630
01:07:28,410 --> 01:07:30,550
There was a lot of other buildings that we were looking at
631
01:07:30,550 --> 01:07:32,630
and each building kind of like fell through
632
01:07:32,630 --> 01:07:34,390
kind of like buying a house where it's like,
633
01:07:34,390 --> 01:07:36,680
it just doesn't work out, doesn't work out.
634
01:07:36,680 --> 01:07:37,780
And I was really interested
635
01:07:37,780 --> 01:07:39,210
in the factory building next door,
636
01:07:39,210 --> 01:07:41,910
but they wanted to turn that into high end condos
637
01:07:41,910 --> 01:07:43,840
and they weren't taking me serious at all.
638
01:07:43,840 --> 01:07:46,920
And I came down here angry one day, kind of upset,
639
01:07:46,920 --> 01:07:48,340
almost in a way to say goodbye.
640
01:07:48,340 --> 01:07:50,590
I was walking around down here and there was other buildings
641
01:07:50,590 --> 01:07:52,490
and big trees on this property.
642
01:07:52,490 --> 01:07:55,920
And I looked up and I saw this building from the side.
643
01:07:55,920 --> 01:07:59,490
I saw the brick character in the old building on one side.
644
01:07:59,490 --> 01:08:01,050
And then I saw this huge factory,
645
01:08:01,050 --> 01:08:03,540
kind of modern industrial building on the side.
646
01:08:03,540 --> 01:08:05,860
And it was just like the drawings that I had sketched
647
01:08:05,860 --> 01:08:06,950
in the beginning.
648
01:08:06,950 --> 01:08:10,220
And in that moment, I romantically fell in love
649
01:08:10,220 --> 01:08:12,790
with this property where it makes your heart
650
01:08:12,790 --> 01:08:13,630
skip a little bit.
651
01:08:13,630 --> 01:08:16,840
And I literally had that moment of this is it.
652
01:08:16,840 --> 01:08:19,763
And I knew right away, I just knew it.
653
01:08:31,570 --> 01:08:33,750
My ex was brewing at a small brewery
654
01:08:33,750 --> 01:08:35,840
with our now partner, Jason.
655
01:08:35,840 --> 01:08:38,060
And they were creating new styles
656
01:08:38,060 --> 01:08:40,460
and being really expressive in their brewing
657
01:08:40,460 --> 01:08:42,400
and kind of pushing some boundaries.
658
01:08:42,400 --> 01:08:44,770
We all had these ideas of like what we want to do
659
01:08:44,770 --> 01:08:45,770
for a real brewery.
660
01:08:45,770 --> 01:08:48,110
Like build this big thing and make it, you know,
661
01:08:48,110 --> 01:08:50,090
something that represents what we love about the area,
662
01:08:50,090 --> 01:08:51,560
what we love about like our hometown.
663
01:08:51,560 --> 01:08:53,040
And it really also comes down to
664
01:08:53,040 --> 01:08:56,440
is this is not a one person thing or operation.
665
01:08:56,440 --> 01:08:58,160
You need a team
666
01:08:58,160 --> 01:09:01,170
and you need a bunch of different personalities
667
01:09:01,170 --> 01:09:03,330
and skillsets to make this happen.
668
01:09:03,330 --> 01:09:04,547
When you started releasing beers,
669
01:09:04,547 --> 01:09:06,780
you always had this like, okay, we have a release,
670
01:09:06,780 --> 01:09:09,820
let's say Saturday, and there people have to come.
671
01:09:09,820 --> 01:09:11,490
Was it that idea from the beginning?
672
01:09:11,490 --> 01:09:14,100
We never really tried to have a line outside.
673
01:09:14,100 --> 01:09:16,670
But we made beer we liked and we made it the best we could
674
01:09:16,670 --> 01:09:17,520
and people came.
675
01:09:17,520 --> 01:09:19,820
And maybe there was a hundred people the first time.
676
01:09:19,820 --> 01:09:21,430
And I remember coming to work that day,
677
01:09:21,430 --> 01:09:24,102
what are all these people doing here?
678
01:09:24,102 --> 01:09:25,520
But that beer was really well-received.
679
01:09:25,520 --> 01:09:27,590
And the next one after that, a couple more people came.
680
01:09:27,590 --> 01:09:29,490
And I think by like the third release,
681
01:09:30,440 --> 01:09:33,180
we had enough people following us
682
01:09:33,180 --> 01:09:36,480
and knowing what we were doing and kind of raving about it,
683
01:09:36,480 --> 01:09:38,320
that there were, you know, close to 500 people
684
01:09:38,320 --> 01:09:40,020
wrapping around the building one morning.
685
01:09:40,020 --> 01:09:43,080
It's not like you're just standing in a line waiting.
686
01:09:43,080 --> 01:09:46,520
You're surrounded by all these like-minded individuals.
687
01:09:46,520 --> 01:09:48,770
Like you might not have anything in common with them
688
01:09:48,770 --> 01:09:50,830
at the beginning of the day, but by the end of the day,
689
01:09:50,830 --> 01:09:52,230
you all share the same things.
690
01:09:52,230 --> 01:09:53,390
So they'll come the night before,
691
01:09:53,390 --> 01:09:55,200
they'll meet up with their friends,
692
01:09:55,200 --> 01:09:57,680
they'll have beers at our bar, maybe stay in a hotel,
693
01:09:57,680 --> 01:09:58,670
maybe sleep in the car,
694
01:09:58,670 --> 01:10:00,140
come out the next morning
695
01:10:00,140 --> 01:10:01,760
to have some food at the diner down the street
696
01:10:01,760 --> 01:10:03,340
and have a couple of beers throughout the day.
697
01:10:03,340 --> 01:10:05,100
And here you can tell it's super fresh
698
01:10:05,100 --> 01:10:06,353
and the conditions you want,
699
01:10:06,353 --> 01:10:08,780
like it's always cold and people take it home
700
01:10:08,780 --> 01:10:10,130
and they're like, we want more.
701
01:10:10,130 --> 01:10:12,340
And then you can communicate directly to the people.
702
01:10:12,340 --> 01:10:14,440
They know your face, they know who's producing it.
703
01:10:14,440 --> 01:10:15,273
It's awesome.
704
01:10:15,273 --> 01:10:17,170
And it's cool for us if we bartend on a Friday night,
705
01:10:17,170 --> 01:10:18,603
we can go outside and like, hey guys, what's up?
706
01:10:18,603 --> 01:10:20,630
There's a few people sitting in chairs
707
01:10:20,630 --> 01:10:22,200
and invite 'em in for a beer and hang.
708
01:10:22,200 --> 01:10:24,610
it's like direct person to person kind of interactions
709
01:10:24,610 --> 01:10:26,567
rather than like a bigger thing trickling out.
710
01:10:26,567 --> 01:10:31,567
The way we think about beer is in like two fold,
711
01:10:32,090 --> 01:10:33,950
one, we try to create a product
712
01:10:33,950 --> 01:10:35,650
that is like nostalgic in a way.
713
01:10:35,650 --> 01:10:37,200
So a lot of our fruit forward beers,
714
01:10:37,200 --> 01:10:41,690
a lot of our flavors come from childhood memories.
715
01:10:41,690 --> 01:10:44,990
So we want our beers to be like experienced as fun and novel
716
01:10:44,990 --> 01:10:48,430
and creative in a sense of flavor combinations.
717
01:10:48,430 --> 01:10:51,290
On the other side, like some of our more complex beers
718
01:10:51,290 --> 01:10:54,510
we approach the same way, we want flavors that are,
719
01:10:54,510 --> 01:10:57,130
they might be in this shroud of like a really complicated
720
01:10:57,130 --> 01:10:59,900
maybe year old barrel aged sour farmhouse beer.
721
01:10:59,900 --> 01:11:02,280
But when you unfold them a little bit, they're familiar.
722
01:11:02,280 --> 01:11:04,220
So we try to strike this balance.
723
01:11:04,220 --> 01:11:06,410
And I think this is what good beer is,
724
01:11:06,410 --> 01:11:09,580
is a balance of like a familiarity to it,
725
01:11:09,580 --> 01:11:11,030
but also some kind of like edge,
726
01:11:11,030 --> 01:11:13,220
some sort of novel creative component here.
727
01:11:13,220 --> 01:11:15,890
So even our pilsner, you know,
728
01:11:15,890 --> 01:11:18,010
on a day when it's sunny out at you're at the beach,
729
01:11:18,010 --> 01:11:20,040
it drinks just like a Bud Light would, you know.
730
01:11:20,040 --> 01:11:21,340
But if you really want to sit down
731
01:11:21,340 --> 01:11:23,090
and think about the pilsner,
732
01:11:23,090 --> 01:11:24,210
there's layers of flavor there
733
01:11:24,210 --> 01:11:27,201
that are like a bigger component of the overall thing.
734
01:11:27,201 --> 01:11:29,784
(bright music)
735
01:11:31,878 --> 01:11:35,878
(speaking in foreign language)
736
01:11:55,462 --> 01:11:57,230
It needs to have like a year
737
01:11:57,230 --> 01:11:58,810
to remain hot for a little while,
738
01:11:58,810 --> 01:12:00,530
and then almost like lager for a little while
739
01:12:00,530 --> 01:12:01,493
and get that again.
740
01:12:02,640 --> 01:12:04,420
So yeah, all of these have a very slow
741
01:12:04,420 --> 01:12:06,420
and different course of fermentation.
742
01:12:06,420 --> 01:12:07,700
It's all wine barrel here?
743
01:12:07,700 --> 01:12:09,630
These are all red zinfandel barrels.
744
01:12:09,630 --> 01:12:10,713
A couple white wines.
745
01:12:10,713 --> 01:12:12,318
Zinfandel?Zinfandel, yeah,
746
01:12:12,318 --> 01:12:14,273
from the Napa Valley.
747
01:12:16,616 --> 01:12:20,533
(speaking in foreign language)
748
01:12:54,104 --> 01:12:57,104
(forklift whirring)
749
01:12:59,590 --> 01:13:02,090
(light music)
750
01:14:01,877 --> 01:14:04,544
(horn honking)
751
01:14:13,973 --> 01:14:15,900
Watermelon mix sounds nice.
752
01:14:15,900 --> 01:14:17,100
It's lighter.
753
01:14:17,100 --> 01:14:19,010
It's fresh watermelon.
754
01:14:19,010 --> 01:14:21,630
Enjoy.We've seen styles
755
01:14:21,630 --> 01:14:22,700
we talked about it recently,
756
01:14:22,700 --> 01:14:27,680
we saw an entire Douglas fir tree put into the brew kettle
757
01:14:27,680 --> 01:14:29,110
to make a--
Like a Christmas tree.
758
01:14:29,110 --> 01:14:32,010
Like a Christmas tree.Actual Christmas tree.
759
01:14:32,010 --> 01:14:37,000
We've seen Chipotle ants from Mexico used in brewing.
760
01:14:37,000 --> 01:14:38,760
The one rule we do have
761
01:14:38,760 --> 01:14:41,440
is that things have to be flavor positive.
762
01:14:41,440 --> 01:14:43,860
If it doesn't enhance the flavor of that beer,
763
01:14:43,860 --> 01:14:46,080
whatever that means in the context of that beer,
764
01:14:46,080 --> 01:14:48,300
if it doesn't enhance the flavor,
765
01:14:48,300 --> 01:14:49,430
you probably shouldn't do it.
766
01:14:49,430 --> 01:14:50,660
If I got a piece of the moon
767
01:14:50,660 --> 01:14:53,950
and threw in a tiny bit of the moon, if you can't taste it,
768
01:14:53,950 --> 01:14:54,930
then what are we really?
769
01:14:54,930 --> 01:14:56,340
We're just marketing at that point.
770
01:14:56,340 --> 01:14:57,275
We're saying it's there.
771
01:14:57,275 --> 01:14:59,680
Take the ornaments off the Christmas tree.
772
01:14:59,680 --> 01:15:02,416
If they taste good, throw them in. (Chris laughing)
773
01:15:02,416 --> 01:15:03,916
There's just not really a rule
774
01:15:15,460 --> 01:15:16,650
Into the catacombs.
775
01:15:16,650 --> 01:15:18,990
That idea of like really people going to the source of beer,
776
01:15:18,990 --> 01:15:20,870
but driving five states to get it.
777
01:15:20,870 --> 01:15:23,880
That's a weird new thing for us.
778
01:15:23,880 --> 01:15:25,860
I keep waiting for this generation of 22 year olds,
779
01:15:25,860 --> 01:15:27,920
that as soon as they have kids and get married,
780
01:15:27,920 --> 01:15:29,490
the amount of time you have to wait in line
781
01:15:29,490 --> 01:15:31,260
and drink and have downtime,
782
01:15:31,260 --> 01:15:32,520
they're gonna come back to the other beers.
783
01:15:32,520 --> 01:15:34,863
Pils is gonna come back big. As soon as they have kids,
784
01:15:34,863 --> 01:15:36,340
they're like I just want a beer please.
785
01:15:36,340 --> 01:15:37,847
My kid's sleeping.
786
01:15:37,847 --> 01:15:40,430
(upbeat music)
787
01:15:42,292 --> 01:15:45,209
(voices clamoring)
788
01:15:47,851 --> 01:15:51,768
(speaking in foreign language)
789
01:16:01,239 --> 01:16:02,805
(hammer banging)
790
01:16:02,805 --> 01:16:05,972
(audience applauding)
791
01:16:53,142 --> 01:16:55,809
(somber music)
792
01:16:59,047 --> 01:17:02,220
There is a gulf in the way that the companies think,
793
01:17:02,220 --> 01:17:03,710
on that global level,
794
01:17:03,710 --> 01:17:07,460
they can hide malpractice in another continent
795
01:17:07,460 --> 01:17:11,350
and pretend that that being awesome and upright in Europe
796
01:17:11,350 --> 01:17:14,260
whilst they're being destructive in Africa, for example.
797
01:17:14,260 --> 01:17:18,990
This is not something that a traditional brewery
798
01:17:18,990 --> 01:17:20,440
would aspire to replicate,
799
01:17:20,440 --> 01:17:22,750
nor is it something that a craft brewer
800
01:17:22,750 --> 01:17:23,750
aspire to replicate.
801
01:17:29,908 --> 01:17:32,991
(machinery whirring)
802
01:17:57,600 --> 01:17:59,840
Being rated second best brewer in the world
803
01:17:59,840 --> 01:18:02,833
was absurd and really took us by surprise.
804
01:18:04,890 --> 01:18:06,650
We don't make beer.
805
01:18:06,650 --> 01:18:10,240
That's not what people are coming to us to consume.
806
01:18:10,240 --> 01:18:13,030
If we were just thinking about making beer alone,
807
01:18:13,030 --> 01:18:15,410
we would be running a very different type of business
808
01:18:15,410 --> 01:18:17,203
for a very different set of people.
809
01:18:18,400 --> 01:18:19,470
I think people come here
810
01:18:19,470 --> 01:18:22,000
because they want to drink our values
811
01:18:22,000 --> 01:18:24,470
and they want to drink the values that they hold dear to,
812
01:18:24,470 --> 01:18:28,930
so that those values of independence, of community focus,
813
01:18:28,930 --> 01:18:30,613
you know, ethical business,
814
01:18:32,070 --> 01:18:35,208
these things and more at what people are really consuming.
815
01:18:35,208 --> 01:18:40,208
(funky music)
(birds chirping)
816
01:18:42,928 --> 01:18:47,900
ABI and MillerCoors have lost 30 million barrels
817
01:18:47,900 --> 01:18:52,890
of production in the United States in the last 10 years.
818
01:18:52,890 --> 01:18:55,120
And a lot of that of course,
819
01:18:55,120 --> 01:18:57,350
has been taken up by craft brewers.
820
01:18:57,350 --> 01:18:59,360
In the United States,
821
01:18:59,360 --> 01:19:04,360
independent craft is like 13% of the U.S. market now
822
01:19:04,900 --> 01:19:05,740
in volume.
823
01:19:05,740 --> 01:19:08,740
By dollars, it's like 24%.
824
01:19:08,740 --> 01:19:12,130
If you add in the mega craft brands,
825
01:19:12,130 --> 01:19:16,910
it's probably close to 30% dollars of the U.S. market.
826
01:19:16,910 --> 01:19:20,590
Imports are probably about 24%
827
01:19:20,590 --> 01:19:22,330
of dollars in the U.S. market.
828
01:19:22,330 --> 01:19:25,070
So better beer, beer with flavor,
829
01:19:25,070 --> 01:19:28,620
is more than 50% of the U.S. market.
830
01:19:28,620 --> 01:19:31,170
There are three brewers, big brewers,
831
01:19:31,170 --> 01:19:36,170
and basically they consolidate 50% of the beer volume,
832
01:19:36,500 --> 01:19:40,380
the beer production on Earth, planet Earth,
833
01:19:40,380 --> 01:19:43,810
70% of profits, just three brewers.
834
01:19:43,810 --> 01:19:48,760
And then there are almost 19,000 other brewers.
835
01:19:48,760 --> 01:19:50,170
And I think this phenomenon
836
01:19:50,170 --> 01:19:52,640
is not a beer-related phenomenon.
837
01:19:52,640 --> 01:19:56,480
I think it's basically a humanity.
838
01:19:56,480 --> 01:19:58,520
I mean a 21st century phenomenon.
839
01:19:58,520 --> 01:20:02,760
If you allow me, there's also an non-economic impact
840
01:20:02,760 --> 01:20:06,420
of that phenomenon, which has to do with the human nature
841
01:20:06,420 --> 01:20:07,940
and who we are.
842
01:20:07,940 --> 01:20:10,313
Are we the creative human beings?
843
01:20:11,150 --> 01:20:13,170
Especially this is a very relevant discussion
844
01:20:13,170 --> 01:20:15,690
with the artificial intelligence coming.
845
01:20:15,690 --> 01:20:18,660
So are we or are we homo creativus
846
01:20:18,660 --> 01:20:21,990
or are we becoming consumers?
847
01:20:21,990 --> 01:20:26,590
We all grew up basically getting taught
848
01:20:26,590 --> 01:20:28,600
you need to finish your school,
849
01:20:28,600 --> 01:20:30,290
you need to finish your university,
850
01:20:30,290 --> 01:20:32,490
you need to finish your master's.
851
01:20:32,490 --> 01:20:36,460
You need to get in the best position in the best company
852
01:20:36,460 --> 01:20:40,570
to get a nice salary to one day get married
853
01:20:40,570 --> 01:20:43,640
and to have kids and a car and a family and so and so.
854
01:20:43,640 --> 01:20:47,910
Which is basically the comfort zone for every human being.
855
01:20:47,910 --> 01:20:50,260
Everyone likes to be in the comfort zone.
856
01:20:50,260 --> 01:20:54,790
So I followed this whole thing, finished my school, my uni,
857
01:20:54,790 --> 01:20:56,010
so, so, so,
858
01:20:56,010 --> 01:20:58,400
started joining really the companies.
859
01:20:58,400 --> 01:21:00,510
Then I went from a junior position
860
01:21:00,510 --> 01:21:02,290
to a really nice big position
861
01:21:02,290 --> 01:21:05,520
that I was earning actually good amount of money.
862
01:21:05,520 --> 01:21:09,000
But during this whole 13 years of working for a corporation,
863
01:21:09,000 --> 01:21:13,150
I lost a lot of my manners.
864
01:21:13,150 --> 01:21:15,800
I lost a lot of my personality
865
01:21:15,800 --> 01:21:19,320
because in the corporate life, there's no mercy.
866
01:21:19,320 --> 01:21:20,840
Well, it doesn't exist.
867
01:21:20,840 --> 01:21:23,920
So that's why I was always hating to be in a corporate life
868
01:21:23,920 --> 01:21:26,000
because it kills your creativity.
869
01:21:26,000 --> 01:21:27,970
It kills what you actually want to do.
870
01:21:27,970 --> 01:21:30,730
It kills your morals that you grew up.
871
01:21:30,730 --> 01:21:32,030
It change your personality.
872
01:21:32,030 --> 01:21:34,637
It change how you actually should be.
873
01:21:34,637 --> 01:21:37,387
(hammer banging)
874
01:21:47,790 --> 01:21:49,820
In your bedroom, I had a lot of opportunities,
875
01:21:49,820 --> 01:21:51,520
but in the end it gets pretty large
876
01:21:51,520 --> 01:21:54,277
and I've always felt like a small brewer.
877
01:21:55,720 --> 01:21:59,100
I got stuck in meetings and other people had the fun for me.
878
01:21:59,100 --> 01:22:01,300
I'm like, maybe I should have the fun again.
879
01:22:03,710 --> 01:22:07,180
I talked with a lot of other brewery owners
880
01:22:07,180 --> 01:22:08,930
and it was really beautiful to discover
881
01:22:08,930 --> 01:22:11,220
what was happening in American craft
882
01:22:11,220 --> 01:22:14,133
and what niche could I fill in now?
883
01:22:16,530 --> 01:22:18,993
I chose really to go very, very small.
884
01:22:30,830 --> 01:22:32,100
Currently we're the smallest one
885
01:22:32,100 --> 01:22:34,223
from the 22 breweries in our town.
886
01:22:36,800 --> 01:22:39,010
We are complete rotators.
887
01:22:39,010 --> 01:22:41,850
Our beers are always new every weekend.
888
01:22:41,850 --> 01:22:43,100
We're only on the weekend open.
889
01:22:43,100 --> 01:22:44,633
We only have four new beers.
890
01:22:46,050 --> 01:22:47,253
So slight sour bit.
891
01:22:48,230 --> 01:22:49,380
Every weekend.
892
01:22:49,380 --> 01:22:50,663
Sun-dried tomato.
893
01:22:51,860 --> 01:22:53,203
Exclamation mark.
894
01:22:56,774 --> 01:22:57,607
Whoa.
895
01:23:05,917 --> 01:23:09,000
(machinery whirring)
896
01:23:20,553 --> 01:23:24,470
(speaking in foreign language)
897
01:23:39,249 --> 01:23:41,749
(funky music)
898
01:24:40,690 --> 01:24:45,690
(audience applauding)
(bright music)
899
01:25:11,321 --> 01:25:16,321
⪠When I was younger, I knew where I wanted to go âª
900
01:25:18,774 --> 01:25:23,774
⪠I set my dreams, set my path, and set my goals âª
901
01:25:25,020 --> 01:25:27,907
⪠And those goals ruined my way âª
902
01:25:27,907 --> 01:25:32,210
⪠I should have stuck it out, gave up anyway âª
903
01:25:32,210 --> 01:25:34,356
⪠'Cause all my life all I knew âª
904
01:25:34,356 --> 01:25:37,981
⪠Is that's my destiny âª
905
01:25:37,981 --> 01:25:40,723
⪠You see âª
906
01:25:40,723 --> 01:25:43,979
⪠Party people never gave up âª
907
01:25:43,979 --> 01:25:46,106
⪠Never gave up âª
908
01:25:46,106 --> 01:25:47,716
⪠Never gave up âª
909
01:25:47,716 --> 01:25:49,691
⪠Never gave up âª
910
01:25:49,691 --> 01:25:51,343
⪠Never gave up âª
911
01:25:51,343 --> 01:25:53,372
⪠Never gave up âª
912
01:25:53,372 --> 01:25:56,039
⪠Never gave up âª
913
01:26:10,377 --> 01:26:12,358
⪠In all the years that have passed âª
914
01:26:12,358 --> 01:26:17,358
⪠I'll now think back âª
915
01:26:17,650 --> 01:26:19,690
⪠I've got no worry for his soul âª
916
01:26:19,690 --> 01:26:23,785
⪠Just after when âª
917
01:26:23,785 --> 01:26:26,853
⪠And those things really in my way âª
918
01:26:26,853 --> 01:26:31,178
⪠I just knew that I would give up anyway âª
919
01:26:31,178 --> 01:26:33,510
⪠'Cause all my life all I knew âª
920
01:26:33,510 --> 01:26:36,991
⪠Is that's my destiny âª
921
01:26:36,991 --> 01:26:39,955
⪠You see âª
922
01:26:39,955 --> 01:26:41,542
⪠Party people never gave up âª
923
01:26:41,542 --> 01:26:42,902
⪠Never gave up âª
924
01:26:42,902 --> 01:26:44,954
⪠Never gave up âª
925
01:26:44,954 --> 01:26:46,613
⪠Never gave up âª
926
01:26:46,613 --> 01:26:48,503
⪠Never gave up âª
927
01:26:48,503 --> 01:26:50,360
⪠Never gave up âª
928
01:26:50,360 --> 01:26:52,411
⪠Never gave up âª
929
01:26:52,411 --> 01:26:54,272
⪠Never gave up âª
930
01:26:54,272 --> 01:26:56,939
⪠Never gave up âª
931
01:27:23,697 --> 01:27:25,636
⪠Never gave up âª
932
01:27:25,636 --> 01:27:27,247
⪠Never gave up âª
933
01:27:27,247 --> 01:27:29,258
⪠Never gave up âª
934
01:27:29,258 --> 01:27:31,089
⪠Never gave up âª
935
01:27:31,089 --> 01:27:33,136
⪠Never gave up âª
936
01:27:33,136 --> 01:27:34,585
⪠Never gave up âª
937
01:27:34,585 --> 01:27:36,633
⪠Never gave up âª
938
01:27:36,633 --> 01:27:38,235
⪠Never gave up âª
939
01:27:38,235 --> 01:27:40,229
⪠Never gave up âª
940
01:27:40,229 --> 01:27:41,875
⪠Never gave up âª
941
01:27:41,875 --> 01:27:43,992
⪠Never gave up âª
942
01:27:43,992 --> 01:27:45,622
⪠Never gave up âª
943
01:27:45,622 --> 01:27:47,743
⪠Never gave up âª
944
01:27:47,743 --> 01:27:49,273
⪠Never gave up âª
945
01:27:49,273 --> 01:27:51,377
⪠Never gave up âª
946
01:27:51,377 --> 01:27:52,986
⪠Never gave up âª
947
01:27:52,986 --> 01:27:54,736
⪠No âª
71677
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