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DREW: The one
I'm brewing today,
the last batch of it,

is probably the closest
I've ever come [CHUCKLES]

to being satisfied
with a beer.

But that just makes
the process more fun,

when I have laurels to rest on.

What the heck
am I gonna do with all my time?

All right.

[SIGHS]

This is not proper
brewing technique.

This is brew technique.

So I'm gonna take
my sack of grain,

I'm gonna take my string.

I'm literally just gonna
plop it on in there for a swim.

There's just nothing
it can hide behind,

nothing you can hide
those off flavors behind.

There's a lot of precision
that you can put into it
if you want to.

And me, being type-A,
I wanna put it all in there.

Oh, the waiting
is the hardest part. [EXHALES]

Tom Petty knows what's up.

[FUNKY MUSIC PLAYING]

In the last year,

there have been four
new breweries opening,
every business day.

GARRETT: If you can't
put that beer out,

tasting essentially
the same every time,

that doesn't mean
you're a craft brewer,
it means, you can't brew.

There's over 10,000 wineries
in the US.

Why can't there be 10,
15, 20,000 breweries?

[PEOPLE CHEERING]

MAN: Be that taste of home.

You know when you come here, right? It's your taste of home.

We're reaching the level
of complexity where people know
they've got options.

People don't like
to talk about it,
but there's a bubble,

you know, and bubbles burst.

HOLL: US brewers
are really fearless,

and they're willing
to try anything.

Brewers, in general,
there's a lot of things
that are similar,

just as many as
there's really different.

Biggest thing they all have
in common is facial hair.

RANDY: I like
the way it smells,
I like the way it looks,

I like the way it tastes.

I like the way
it makes me feel.

HOLL: ...and they have been
homebrewers who went pro,

uh, because they wanted
to follow their dreams.

First time I ever
had a beer? All right.

Um, oh, blimey.

The first beer I ever
put in my mouth
was St. Pauli Girl.

Some sips off of my
father's Black Label.

Of course, I was 21
when I had my first beer.

I mean, let's get that straight.

My first beer
was Old Milwaukee,

and I stole it out
of my grandfather's fridge.

My first beer, most likely,
was not stolen out
of my dad's cooler,

it was probably stolen out
of my next door neighbor's
cooler, you know,

like me hopping the fence,

you know, pulling
a couple of, uh--

pulling a couple of Schlitz
out of their cooler,

and then going and drinking
with my friend in my backyard.

I remember going down
with my buddy, Chris Meth,
in the cellar,

with my mom's chopping board,
a quarter, a glass,

stealing his musette
and playing quarters,

and feeling like
I saw the gods.

My parents were very strict,

and they made me wait
for my first beer
until I was four.

And I gave it a little sip,
and then I didn't try beer
again for, like, ten years.

I was being a nuisance
at a dinner party,

and they handed me a little sip
of a Genesee Cream Ale

before sending me
off to bed.

I was probably
a whiny little brat,

and Dad was sick
and tired of me,

and at the end of this long day,
he's sitting with a bottle,
he's like, "Here, drink this."

[LAUGHING]

I remember wanting
to spit it out

and wondering why anybody
every drank that stuff.

I remember I drank it
and it tasted robust,

and hoppy and bitter,
I was like,

"Ooh, I don't know."

I take a big swig of it,
and I was like... [SPITS]

[LAUGHS]

I head back to them, I'm like,
"Oh, my God, you drink that?"

What do you need?
Onion? You need sage?

I have sage, I have onion.

[BABY BABBLING]

Daddy's cooking dinner.

-Daddy's getting done already.
-I'll do it with you.

BRIAN: I'm Brian Reed.

I'm a trade brewer
with Tenth and Blake.

I live in Milwaukee,
but I'm from Pittsburgh.

You know, beer's always
been something that's
kinda been around.

My dad is someone
who's always enjoyed

kind of experimenting with different beers going out

and kinda hunting stuff down.

So when, you know,
I was approaching
legal drinking age,

naturally, that curiosity
kinda went in that direction.

And I started homebrewing
when I was about 19.

I guess I always got
more and more involved
in homebrewing.

I became a beer judge--
a judge of beer competitions.

You know, I went to college,
finished college.

I, you know, majored
in something
completely different,

and then started
kinda poking around,

trying to find a way
into the beer business,

'cause I knew that
that's what I wanted to do.

I spent almost three years
right out of college in 2008,

when the job market was trash.

I got a job in a call center,

and I did customer service
for a cell phone provider.

And it was the most
soul-sucking, miserable job
in the world,

and I did it for three years.

And I was going
to a night shift one day,

and I was sitting
and having lunch at a bar

that was, you know,
served a lot of good beers.

I was talking to the owner
who I knew.

And I was like,
"If I go in today
and put in my two weeks notice,

will you give me
a bartending job?

'Cause I'm gonna apply
[CHUCKLES] to grad school."

And he was like,
"Yeah, sure. Absolutely."

So, then I kinda
focused on beer
moving forward.

I was lucky enough
to get a job as a...

kind of a consulting
capacity with a
start-up brewery,

which turned into
a brewery job,

which eventually
turned into a head
of brewing operations job.

I teach people about beer.

I help them to build
their confidence

in talking about beer
and tasting beer,

and expressing the things
that they are experiencing
and enjoying,

and we kinda help them
to do that.

DREW: This is like my redwell.

I don't even know
what's in it.

Probably like files
on my loans and stuff.

How to get
a retail liquor license.

There you go.
That's legal for you.

But, again, everything I did,
every focus kind of was,

"How do I turn this into beer?

How do I take that next step
to get from where I am
to where I wanna be?

How do I dig myself
out of the hole and the enormous
amount of debt?"

My name is Drew Kostic.
I live in Brooklyn, New York,

and I'm currently a clerk
to a federal judge.

I graduated from undergrad
from Colgate University
in 2008.

Homebrewing came into play,
my junior year.

We were leaving our townhouse
which was a wreck, of course,

because it was a group
of 16 dudes living in it.

And one of my friends,
my roommate, in fact,

had left what's called
a Mister Beer Kit.

It's basically like a cheap
make-your-own-beer kit

you can get at
Bed Bath & Beyond.

And he left it behind,
I said, "Why the heck not?
Let's do it."

Dug right in, brewed some,
what I considered
some terrible beer.

I actually put it
in the screw top plastic bottles

and all the carbonation
evaporated,

so it basically came out
like a honey-- honey wine,

almost like an
uncarbonated mead.

Uh, but I was hooked. I was in.

Left to move
to Poland for a year,

and that was where
I met the Barts.

Uh, two Flemish Belgians
who I lived with.

So they bring this duvel
I never had before,

and I watched these two
get into a full-on
shouting match

about the proper way
to pour it,

not even whether
it's right duvel,
not even the glassware,

but how to properly pour it
and what angle it's poured at,

and I thought,
"There's something to this."

As I moved throughout Europe
and tasted that beer,

I found there's more
to brewing than what
I'm just doing in my kitchen.

There's more to this culture.

And this happened, of course,
this is happening 2008, 2009,

as the brewery movement is
just rapidly, rapidly evolving
over here in the States.

And I just kinda came
at the right time, I guess.

RAY: One other country brewer.
It sounds too important, too.

I got involved
in the beer community
first as a drinker, obviously.

Been a beer-drinking
for a long, long time.

And I started homebrewing
in 1989.

Making home brew led me
to start writing
about homebrew,

led me to start organizing
events around beer
and homebrewing.

And so, I took over
Brewers Publications,

and fairly quickly published
the most successful title
they ever had,

How To Brew by John Palmer.

From that perch,

I basically was surveying
all of beer knowledge,

from beginning homebrew
all the way through advanced
professional brewing.

And it was in that period,
when I was transitioning out
of the brewing association

that the cicerone concept
came to me.

Anybody who's been involved
in food and beverage,

has looked at fine wine,

who's familiar with
a sommelier for wine,

you know,
who's had the idea,

"Oh, maybe we should have
a sommelier for beer, right?"

For the people
who are excited about beer,

passionate about beer,
wanna make beer
as a career,

it's a little bit
of a beacon of light for them

in terms of having
a way to say,

"I'm not just a drunk
who decided to, you know,

spend his life
around beer all the time
so he could drink." Right?

There's actually
a professional component
to this,

there's actually a knowledge
that you have to know
that's specific.

And it's actually hard
to pass the exam,
and I've done that.

And so, I think people
take great pride in that.

We have 75,000
certified beer servers,

other 2,500 certified cicerones,

and there are 11 masters.

So, when I started,
I thought maybe it'd be
like a pyramid,

a triangle kinda thing.

Turns out it's more
like a Hershey's Kiss.

[LAUGHING]

It's a very sharp--
very sharp peak
at the top there

in terms of, you know,
the number of folks who are
making it to master.

DREW: I took a position
at a large law firm,
here in New York,

um, I think something
200 attorneys worldwide,

700 in New York alone.

Was there for a year,
moved to a smaller law firm,

which was only
about 70 attorneys total.

And since then,
I've transitioned
into clerking.

Clerking is
a wonderful opportunity
for a lawyer

to spend a year or two years
working with a judge

either at a federal
or state level.

I took the position
that pays far less

than a private practicing
attorney position
for the hours,

to be able to do beer school
on the side,

to be able to brew
frequently on the weekends,

to bring that day down
from a 10 to 16-hour work day,
seven days a week

to a 40-hour work week,
five days a week.

It's something I could manage,

something I could really
devote time to beer
as my second job.

We have it right there.

JASON: My name is Jason Pratt.

I'm the manager
of beer education
of MilerCoors,

and my relationship to beer
is a long, twisted one,
I guess,

but it really is something
that defines a lot of the things
I do right now.

It's a passion point for me.

I recently just found out
that I have passed
theMaster Cicerone exam,

so I'm one of 11 master
cicerones in the world.

So that's something that
I take a lot of pride in.

One of the biggest things for me is that Brian is taking theMaster Cicerone exam

at the end of October.

So I'm gonna do
everything I can
from now until then

to make sure that
I'm giving just all the help
and support that I can,

any resources that we have
available to us

to help him get there.

BRIAN: For me,
it started out as,

you know, "I wanna be
a beer educator
for a living,

so I should probably spend
some earnest time
learning about beer."

And then it kinda
started me down that path.

And after achieving, like,
certified level
and things like that,

uh, just being, I think,
probably a naturally,

you know, competitive person,
probably with a little bit
of chip on his shoulder,

I said, you know,
"I wanna go for master level."

I took it the first time
really prepared,

you know, mostly on my own.

Came up just perilously short.

So it's almost worse than
failing it by landslide.

And I'm studying to take
the master exam in October,
so we'll see.

AUTOMATED VOICE SPEAKING:
Base malts usually represent

the majority of the grest
for grain bill.

They have enough distatic power to convert their own starches

and some starch
from unmalted grain.

Distatic power of about
140 degrees lintner.

It has a mild flavor
that has a slightly grainy, honeyed flavor characteristic.

DREW: Right now,
I am a graduate student
at Auburn University,

and what my class is,
it's the Auburn Graduate
Certificate Program

in brewing science
and brewing operations.

While based at Auburn,
it's a distance
learning program

that you can do
while fully employed.

It's actually the first
of its nature
in the United States.

It's only one
of two graduate programs
in the United States

for brewing,

and with the intention
of presenting somebody

for the brewing
operations business.

So, the rest of the year,
short term,

maintain my intense focus on getting my class work done.

I mean, I want 100
on everything.

This isn't some, you know,
joke class in college,

or a side prerequisite
I have to take.

This is my life.
This is what I want
for my career.

This is what I want
to satisfy every yearning
inside of me.

And so, my goal is to be the perfect student that I can.

Short term, additionally, find an internship in the area

for part-time,

I think it's between
10 and 12 hours a week,

for my practicum aspect
of it this summer,

which, again, you know,
you can't get tired when
you're doing what you love,

so I'm not too worried about
having to focus to do
6:00 a.m. brewing sessions

or 8:00 p.m. brewing sessions.

And the long term focus
is to make Drew's Brews,

a functioning,
operating brewery.

[LIVELY PIANO MUSIC PLAYING]

The big things
that have happened,
you know, in American brewing,

you had the movement
in the 1800s

of what was essentially
a cottage industry,

that was virtually,
in many cases,

on an almost homebrewing
sort of level,

to really becoming business.

And you had, yes,
you had small businesses.

Also, one of the biggest things
was the wave
of German immigration

into United States
who brought in lager brewing.

And we got that more,
sort of, variegated
beer culture.

If you were in a place
like New York City
in, say, 1880, 1890,

what you would have seen
was the most diverse
beer culture

on the face of the Earth.

So, we had everything.

What happened is that
we had 4,000 breweries
in the United States,

and we had
tremendous diversity,

and then, the matrix,
which is modern food-making,

squeezed everything down
to a narrow channel.

And the idea is that
we're going to apply technology,

we also had the extra impetus
of prohibition.

On the other side
of prohibition, 13 years,

but the most monumental
13 years you can imagine.

NEWSCASTER: The lid
is off in many places

with the downfall
of prohibition

being celebrated in real,
old-time high alert.

Yes, and by the renewal
of all acquaintances,

hotels and night clubs

record a real prewar spirit
among those revelers.

So you come out
the other end in 1933,

and suddenly,
you have radio networks

and trucks,
and a developed road system.

And for the first time,
you have true
mass communication

across the entire United States

and the ability
to bring you the product.

And these two things together

start this process
where they say,
"Wait a minute.

If we can actually
cancel the past

in the matrix,
we make you forget
the reality."

You know, "You don't remember
what tasty wheat tasted like.

And now, we're gonna tell you,

and we're gonna tell you
there was only ever
this one thing.

And now we can sell it to you,

and we can deliver it to you and we can advertise it to you

all day, forever.

And then we have
all the money."

Right. So, is everybody
familiar with kinda
how this works?

-MAN: No.
-Okay.

Uh, what I'm gonna do is
I'm gonna pour eight beers
into glasses for you.

We can set them up
sample one through eight.

Beer number one.

The Master Cicerone exam
takes place over two days.

It's about ten hours.

They're going to answer
10 to 12 in-depth
essay questions,

participate in 12 different
oral examinations.

They're going to undertake
eight different tasting
exam panels.

We expect a master cicerone

to have the technical skills
and knowledge

to be considered
a professional peer,
a master brewer.

We also expect that
master cicerone

to have the ability
to speak with consumers

at a level that consumers
can understand and relate to.

You need to be
very knowledgeable about beers,

beer style, beer-tasting,
off flavors,

brewing, draft systems,
beer and food.

RAY: The fact that it's hard
to be a part of the group,

of that elite group
that can call themselves
a master cicerone...

[INDISTINCT CHATTER]

The goal for me is
the goal that's been there
since the day...

My second year of law school
I figured out I didn't
wanna be a lawyer anymore.

And that is to continue
down the path one more step,

and if I make that next step
and it goes right,

I'm going to continue
on the next step.

I'm cutting right down to it.

I've got two goals here.

I need to both,
finish the business plan as the founder of Drew's Brews,

and really coalesce it
into something

that is absolutely proper
to hand to an investor.

And the reason why
that's important,

is 'cause I'm planning
on handing it to somebody.

I found somebody
who is interested
in at least hearing the pitch,

at least seeing
the business plan.

On the flip side,
I'm playing student.

I need to get an internship.

So I need to both, be a lawyer
for the federal judiciary,
[LAUGHS]

and an intern,
cleaning kegs and barrels.

And then, on top of it,
be the founder of a company,

be a start-up entrepreneur,
for lack of a better word,

and convincing that investor
that what I have
is what they want.

And I need this
to be the real deal

because this could be
make-or-break
for the rest of my life.

♪ When you say "Bud"

♪ You've said a lot of things
Nobody else can say ♪

♪ When you say "Bud"

♪ You've gone as far as you
Can go to get the very best ♪

I think we need to step back
30, 40 years ago,

when the whole new-age beer
revolution started in the US.

That's when all the big
global players started
coming in,

producing "golden lagers"

with very little taste,
a lot of CO2.

Basically produced
to be only refreshing.

The whole marketing campaigns,

where the folks sing
more about what's
behind the beer

rather than
what's in the glass.

♪ My beer is Rheingold
The dry beer ♪

♪ Rocky mountain high

♪ Make it yours
Make it Coors ♪

♪ Make it yours

♪ Schmidt's
One beautiful beer ♪

Schmidt's, you're beautiful.

ANNOUNCER: Lite beer
for Miller.

Everything you always
wanted in a beer. And less.

ANNOUNCER: Just tell 'em,
"Gimme a Dixie."

They often have a tagline

that kind of explains what
they want you to be thought of.

You know, a lot of people think
Billy and I argue all the time.

Actually, we agree
on just about everything.
Right, Bill?

You bet you, George.

We even drink the same beer.
Lite beer for Miller.

Excuse me.

I'm not the same crazy coach
who used to storm around
the sidelines,

yelling at the officials,

I have learned to relax,

and I drink Lite beer
for Miller.

No wonder
you don't get no respect.

I tell you,
I don't deserve no respect.

♪ When you say
Budweiser ♪

♪ You've said it all

HOLL: In the US,
in the mid-1970s,

beer was a large,
mass-produced food item

that had no, you know,

didn't have a bunch
of flavor to it.

It had talent
behind it, certainly,

but there wasn't a lot
of inventiveness
that was happening.

And there's a guy
named Jack McAuliffe

who was a naval engineer,

worked at US subs
over in the UK,
toured around the globe.

JIM: England had
a homebrewing tradition,
and so exposed to that,

decided to start a brewery
in Sonoma, California,

and make a pale ale.

HOLL: He found
old dairy equipment,

old stainless steel,
cobbled it together,

welded it together,
and created a brewery,

got a brewery license,

and started brewing
about four barrels of beer
at a time.

His beer was called
New Albion,

and it was the defining
American craft ale.

And where he was in California,
he attracted a lot of attention.

The Washington Post came out,
The New York Times came out.

Educators from University
of California, Davis,

that has a brewing school,
came out,

saw what Jack was doing
and realized

that they had to change
their curriculum,
'cause up until that point,

they were basically
training brewers

to go work in large
commercial breweries
around the world.

And now they realized
that you could have these
small breweries

that are no bigger than
this apartment right here

where people could
actually, uh, make beer.

He was in business
for eight years
before he went bankrupt.

But he at least demonstrated
that, "Hey, you can start
a brewery."

Which was a weird idea.

Homebrewing was legalized
by Jimmy Carter in 1976.

I guess after prohibition,
they had, sort of,

forgotten about legalizing it
along with legalizing
home wine-making.

Then the flood gates
were open,

and people started providing
information and support
for brewers and clubs,

and so you started
to see these little
communities nucleate

around the homebrewing shops.

It's kind of the...
the place where
all the people revolved around,

and it was really
the beginning of
all of the communities

that eventually turned
into craft beer.

Are we stacking these?
Are we going for like,
the cool disheveled look?

-Like, "I woke out of bed."
-Like I don't even care.

I made my hair look like this.
[LAUGHS]

[IN HIGH-PITCHED VOICE]
I woke up like this.

[CHUCKLING]

BRIAN: The smooth pour,
the mliko pour.

So the crisp pour,
more gas, intentionally,

and the side pour faucet
allows you to control
the amount of gas

that stays in the solution.

So, when you open it wide open
and it's pouring bright beer,

and you pour that
from the beginning to the top,

and then you pour
a foam on top,

you have all this beer
below it that is
chock-full of gas.

It's a different beer.

It's a different beer
for a different occasion.

Uh, we've got seven courses
for you guys tonight,

and, uh, so it's a full
beer dinner
that we're doing here.

So what we have is a polenta.

that's gonna compliment
the inherent malt
sweetness of this beer.

So this German pilsner,
it's got that hop character
to it.

It's dry, it's got
a lingering bitterness

that's gonna cut through
any type of richness

from that kinda unctuous,
uh, chicken broth.

[INDISTINCT CHATTER]

JASON: I would say that
The Great American
Beer Festival,

is kinda like the Super Bowl,
I guess, in the brewing
industry every year.

People come in,
your beers are judged.

It's a competition,
but at the same time,

it's just a celebration
of all things beer.

BRIAN: When people say,
"What do you do?"

I hesitate to tell them
flat out

that I drink and talk
about beer for a living,

because it sounds
a little ridiculous,

and I, you know,

it sounds like kind of
a humble brag, I guess.

But, like, really,
that's a huge part
of what you do,

is talk to people about beer.

Like, get them excited
about beer.

I went to college for geology.
I love science.

I didn't know what I wanted
to do when I got out
of college.

I called a buddy I knew
and said,

"I need a job.
I'll do anything.

Just something to tide me over while I apply to grad school."

Uh, and he said, "Well,
I'm working at this
little local brewery,

and my boss today just said
we needed a keg washer
part-time."

It was the first time I'd seen a trade or a business
or an occupation

that combined everything
that I wanted to have
in a career.

So that was science, of course.

Right when you walk
into a brewery,

you see there's a big
science component
to brewing beer.

A mechanical side.

I love working with my hands, and there was pipes everywhere and electrical stuff.

And then the art side of it.

There's, of course,
a big creative component
to making beer,

with recipe formulations.

And I saw, just in two days
of working there,

I was immediately
in love with it.

So I moved over here
and I started
in this space here,

but just try to keep it
extremely simple,

and just brewed one beer,
Allagash White, draft only,

just for the local market.

Really,
for the first few years,
even in those accounts,

that were willing
to take a chance on us.

I was lucky
they were loyal to us,
'cause the beer didn't sell.

I got started in beer
by being born, [CHUCKLES SOFTLY]

uh, because I was born to
a family of brewers.

As the sixth oldest son
in a row,

destined to become a brewer.

I grew up in Cincinnati,
which, when I was growing up,

had one of the best
beer cultures
in the United States.

I was lucky when I started

because, uh, I had
a couple advantages.

I didn't really have any money,

um, and nobody wanted my beer.

So, I didn't really
overthink it.

I just said,
"Okay, I'm gonna...

First, I'm gonna
make the beer."

I need a recipe.
My dad took me
up in the attic.

He gave me
these yellowed sheets

that had the family recipe
from the Louis Koch Brewery.

I started making it at home,

'cause I'd homebrewed,
I knew how to make beer.

And then I scaled it up
by finding existing brewery

that had traditional equipment that would allow me to come in

and make my beer.

So I thought, "Okay,
now I've got this beer."

At the time, I didn't have
enough money for six packs.

All I had were loose cases
of beer,

so I couldn't sell
in stores of any kind,

I could only sell
to bars and restaurants.

Um, but, you know,
that was what it was.

So, uh, and there were five
beer distributors in Boston.

They all turned me down.

And I thought, "Well,
I don't have a choice.

I'm gonna go from bar
to bar with my beer,

and I'm gonna get people
to taste it,

and somebody's gonna take it."

VACLAV: I'm brewmaster
of Pilsner Urquell Beer.

I'm lucky man,

uh, because I was born
in the city

where was born the beer,

uh, which gives to the world
name for beer, "Pilsner."

My father, in third generation,

lots of Berka boys here as well.

And I visited old department
with him,

and I trained, of course,
uh, every single...

what is necessary to do
for brewing a good beer.

And it led to this,
on the end of this practice,

I was able to brew
my private brew
of Pilsner Urquell.

GARRETT: I am from,
originally, Queens, New York,

but I've been a Brooklynite
for a great many years.

We drank beer in college,

but the sort of secret
was we didn't like it.

We didn't actually like it.

It was just there,
like everything else,

like Kamikazes,
and, uh, and White Russians.

It was just another thing
that you could drink.

And to tell you the truth,

we drank...
we drank Budweiser
when he had money.

I didn't really start thinking about beer differently
until I got to England.

I'm like,
"I'm going to the pub."

And I discovered that beer
could be beautiful.

And it was
a complete revelation.

And homebrewing was,
at first, a necessity.

It was the only way
to get the beer
that I wanted to drink.

And I wasn't actually
interested in doing it.

And then I kind of fell in love with the process,

and the camaraderie,

and the clubs that would
grow up around it.

And at the time, I had a job,

and it was a well-payed
cushy job.

You know, I was actually
working in a law office
at that point.

When I took the job
at Manhattan Brewing Company,

my income fell by 75%,

and I was in a room
full of boiling liquid
in the middle of July

with no air conditioning.

[CHUCKLES] And I was in there
saying to myself,

"I have a degree, and I was
being paid really well.

I was saving money.

And now, I'm a plumber."

I'm not even a good plumber
who's being paid well,

like, I'm a dog's
buddy plumber.

Um, "What have I done?"

And I think that everybody
probably has that moment
that you have to recover from.

I'm sure it's the same
for every professional chef.

It's like you're gonna end up
in the kitchen, and it's,
you know, [LAUGHS]

it's a ghastly place.

You better fall in love with it.

[MACHINE HISSING]

DREW: All right.

[INDISTINCT CONVERSATION]

-Hey, guys.
-Hey.

-Here to work.
-Cool.

So it's a little nerve-wracking
starting any first job,
internship,

showing up
as the new guy anywhere,

but, you know,
within the first 15 minutes,

I got back to what
I know I do best,

which is cleaning stuff.
[LAUGHS]

Which is exactly
what I was told,

"If you wanna brew,
this is what you gotta do."

So, uh, it's a pleasant surprise
to see that it's right in line
with what I was hoping for.

This pump spins this direction
and starts on this side.

That's straight-up science.
That makes total sense.

So you can look at any pump
and tell what way
it's supposed to...

That's super awesome.

Dropped the gaskets.

Oh, yeah,
I gave you the tricky one.

So, because this pump is huge,
it's really heavy
and it's hard to line up.

-So that's how it goes.
-I was just watching him,
if that's all right.

-No, that's all right.
-[BOTH CHUCKLE]

I mean, if anything, I will...

This would jog my memory
more than anything else.

I probably won't be able
to remember the silly laws

and regulations
that I was talking
about yesterday,

but I certainly
will remember this.

[FUNKY MUSIC PLAYING]

I knew I wanted
to have my own business,

but I didn't know what
I wanted it to be.

And that's when
I discovered beer.

It was everything
that I was looking for.

When I graduated college,

I immediately got a job
at the local homebrew shop

because I just
wanted to make beer.

And it was, you know,
I made $5 an hour.

Once I could afford a car, that's it, I moved to Vermont.

I wanted to work
for Greg Noonan,

who owned the Vermont Pub
and Brewery up in Burlington.

He was a very
well-known pioneer
in the craft beer industry.

I introduced myself
to him and said,

"Everything I own
is in that car.
I wanna work for you.

I want you to teach me
how to make beer, and I'll do
whatever job you give me

if I can do that."

So he made me a waiter,
and I waited tables
for a year, and worked for free

on my days off in the brewery

until he made me
the head brewer at
the Vermont Pub and Brewery.

I was 24.
That's where Jen and I met.

She was into beer,
she was into
the restaurant business.

She was very driven as well,

and we were just
a perfect match.

We packed up the car
and we just drove to Jackson.

There was a local brewery
that was looking for a brewer,
and I got that job.

They were called
Otto Brothers Brewing
in Wilson, Wyoming.

So I redesigned
all of their beers,

created these recipes,

set up the brewery,
got it all up and running.

Jen was also working for them
setting up a restaurant.

So we were going to school.

We're getting paid to do
what we wanted to do someday,

so it was an amazing experience.

But, so we quickly realized
that we gotta get out of here,

because you're either here
for a couple of years
or you're here.

And, so that was it.

We decided we're
going back to Vermont.

Constantly, if we went out, we were looking at restaurants.

We're thinking
about what they did,

what they did right,
what they did wrong,

all the while writing our plan,
refining our plan, saving money,
more than anything,

until we found the exact,
perfect place for our pub,

and then we just went for it.

And when we opened that pub, we had 50 bucks in our account.

We were broker than broke.

And if we weren't busy,
that was it, we were done.

I grew up
in Western Massachusetts,

a little town called
Greenfield, Massachusetts.

I went to high school
that was a boarding school called Northfield Mount Hermon.

I grew up down the road
from it.

So after
Northfield Mount Hermon,

I went to Muhlenberg College
down at Pennsylvania,

a little division-three school.

And the day after I graduate,
I moved to New York City,

and then that coincided
in the moment that
I started homebrewing.

We were running a house
in 26th and 7th.

My roommates were a bunch
of actors at the time,

and I was in their apartment
that night when I first put
my homebrew on the coffee table.

It was a pale ale,
and on my way home
from the homebrew store,

there were some kind of
rotting cherries at a bodega.

I was like, "Fuck,
I'll buy those,
add them, too."

Squished them into the beer,
three weeks later,
I premiered it.

It tasted really, really good.

I stood up
on my coffee table and said,

"This is what I'm gonna do
with my life."

But my next two batches sucked.

Then I would work at night, wake up hungover the next day,

walk to
the New York City Library,

and while doing that research

is when I came across
the term"Reinheitsgebot,"

which is the Bavarian beer
purity act of 1516,

mandated that beer can
only be made with water,
hops and barley.

And that's when I said,
"Okay, that's what I want

Dogfish to stand for
and against."

Initially, it was my folks
put in, I think, 25 grand.

My orthodontist put in,
I think, 35 or 50.

And then, a guy built
a stone wall for us, Andrew.

uh, put in, I think, 50.

It was successful
from the get-go.

'95 we opened,
we were in the black
within one year.

And then, so, '96 or '97,
two years into it,

we opened a separate
production facility

maybe four miles away
form the beach where
land was a lot cheaper,

so that it could grow.

The moment we opened
our production brewery

coincided with that first
shakeout era of craft beer.

All right, time to start
the brew day.

[SIGHS]

The whole room, you're gonna
get a sweet barley smell

throughout the entire
mashing process.

While I'm doing that,
I'm gonna start
setting up my hops.

There's something
oddly satisfying about
putting your thermometer

through each portion
of the work,

and every single reading
coming out at 152.1, .2.

[EXHALES] The nerd in me
has never been so satisfied.

I love the creative process,
I love working with my hands.

Classically, there's just
four ingredients,

water, malted barley,
hops and yeast,

that you can combine
in endless combinations

to produce really an infinite
number of flavors.

Beer is, the idea comes first,

and it's in your head,

and then, you create
out of the things that
you gather from elsewhere.

So brewing is much
more like music.

And in that, I always
like to say that it is
much more human.

KIMMICH: I love the smell,
the process of making it
and creating it,

and the artistic freedom.

SAM: Beer is liquid food.

There's no reason you can't be as limitless and dynamic

with your recipe and choices
on a beer recipe,

as you would for an entree
on a plate.

RAY: Well, any artist,
you know, you need to
play with your materials.

You need to do things
that don't have as their focus

a polished, fine,
finished product,

but more something
you're kinda messing around with

to see how it will turn out.

Every time you do this,

you learn something
a little bit different,
a little better.

Putting ingredients together

and just sort of
transform into something,

there's just sort of
a magical thing to it.

The whole goal here
is that, a huge part of
the Cicerone exam,

or the Master Cicerone exam,
in particular,

is about describing flavor.

This gives you a chance
to describe flavors

in a setting that's
a little bit abnormal,

a little bit outside of beer.

[CHUCKLING] We're gonna have
some fun with some of
these BeanBoozled jelly beans.

Monday is either
toothpaste or berry blue.

Tuesday is going to be
either barf or peach.

If you can't have a little fun
with this stuff, then what
are you doing it for?

A huge part of the exams
coming up

is gonna be just being able
to understand or diagnose
the flavor of anything,

whatever it is.

So, um, [CHUCKLING]
what we're gonna do

is actually have you guys taste
some jelly beans, all right?

Try to figure out
what flavor of jelly bean
you're dealing with,

um, and at the end,
we'll kind talk about
what jelly beans are which

and go from there.

I...

-Oh.
-[JASON LAUGHING]

Oh, it's defining--

Hey,
it's describing flavor, man.

I don't know, it's gross.

It tastes like garbage.

-Garbage, sulfur... God.
-[JASON CHUCKLING]

JASON: Ready?

All right. Here we go.

So let's start with Sunday.

-Yeah, yeah.
-What'd you get for that?

I said pear,
perfumy floral palm fruit.

Okay. Okay, Thursday.

I said burnt popcorn,

toasted sesame, sesame oil,
toasted peanut.

WOMAN: Mine was like chocolate
with milky...
It was kinda creamy.

So you got chocolate pudding.

[LAUGHS] That's what
it was like.

[LAUGHING] You got one.

BRIAN: You're a real asshole.

[LAUGHING]

It was canned dog food.

[WOMAN LAUGHING]

Okay, and then,
finally, Saturday.

Um, I said bright tropical
fruit, coconut, pineapple,
pina colada, suntan lotion.

[BOTH LAUGHING]

-Yeah, that's pineapple.
-Cool.

I swear I thought
I had coconut.

I think that's a...

I think it was
the suntan lotion.

Yeah, there's a pina colada
jelly bean, too, I think.

But yeah, this was...

Yeah, it was like
crushed pineapple
or something like that.

DREW: Brewdies are the local
south Brooklyn
homebrew club

that we meet
at a local bar around here.

So the beer
I'm bringing with me

is gonna be
cucumber mint pilsner.

Is this from the barrel
over at Greenpoint?

MAN: Yes.

Ah, this is the one
that you guys pulled up?

Oh, cool. I'm excited
to try that.

-But then, nobody here put in...
-No?

-Well, I did, but I competed...
-MAN 2: You're fine.

The worst error. The worst.

I put in, like,
four gallons instead of five.

[INDISTINCT CHATTER]

I had nightmares
for months afterwards.

MAN 3: You want me
to try your beers?

Yeah, I guess so. Yeah.
I think we're all ready.

[INDISTINCT CHATTER]

DREW: Yeah, you don't want
too much, you know.

Um, what's the base mint?

Um, it's a pilsner.

So that's the biggest problem,

is I can't hide anything
behind a pilsner, you know?

I think some dry mint
or something like...

-Oh, that's interesting.
-Something like that,

like, you'll still get a ton
of mint character without
a lot of the green mint.

Yeah, because it's
been dried out.
Ah, I wonder.

It's kind of overwhelming.

-Yeah, it's just too much.
-So, if you scale better...

I'm gonna have to,
and this is the thing,

I wanted to add all these
all in at once,

but I think you're right.

I'm gonna have to just
brew five gallons

and do five one-gallon
batches of it

and just kind of figure out
what the heck's going on.

All right, I gotta wake up
real early tomorrow.

Start doing some homework.

-Good seeing you.
-Cheers, Brice.

-Appreciate it.
-MAN: That's your name?

[LAUGHING]

Yeah, cheers. Thank you, guys.
Much appreciated.

The problem is the cucumber
just came in
so incredibly strong.

What a lot of people
don't realize is
that brewing lagers,

actually is significantly
more difficult
than brewing ales

and also takes
significantly more time.

Every good brewer
loves a great pilsner.

VACLAV: Yeah, in the place,

when was born this beer,
in this year, 1842,

and it was about
260 families

who founded this brewery.

And they invited from Germany,
uh, a young brewmaster,
Josef Groll.

And Josef Groll
combined these three
ingredients together

and it led to this
nice golden color

and a little bit caramel aroma
of Pilsner Urquell.

And Josef Groll opened
the barrel and showed
the result,

and the beer was clear gold
with nice head.

After first sip,

they recognized that
this is gift from God.

Pilsner was like the killer app
[LAUGHS] of its time.

Uh, it, you know,
raced across,
you know, Europe

uh, like wildfire.

When people saw
for the first time
a beer that was clear,

uh, and golden,
rather than dark and murky,

people lost their minds.

They were like,
"We've never seen
anything that beautiful

in our entire lives."

And the thing was over.

Right then and there.

It's like,
"That's the one we want."

It looks like gold.

Pilsner's an
interesting category

'cause we've seen a lot of
activity in that in the craft
sector for the last year.

Uh, so it seems to be
having a bit of a resurgence.

It seems like pilsner's
having its time,

um, which is ironic

because for so many craft
brewers, going back to that
first and second wave,

lagers and pilsners were
the opposite of craft beer.

Craft brewers who needed
to make beers faster
and cheaper,

but also wanted more
flavor and experimentation
started making ales.

I think pilsner
was underrepresented

in the formation of craft beer
for a couple of reasons.

Um, number one,
the equipment cost

and the attention to process
probably was lacking

in some people that were
looking to build
a rudimentary brewery

and get high flavor.

You hear a lot of, you know,
"I only drink craft,
I don't drink crap."

And they're trying to imply
that those mass-produced
light lagers

or American adjunct lagers
is inferior.

And nothing could be
further from the truth.

Those are technically
perfect beers.

Those are beers where
tens of millions of barrels

of the same beer
is brewed every year

at multiple locations
around the country,

and they all taste
exactly the same.

That is a huge
scientific achievement.

We now have these factors
that make it possible
to make lager.

Uh, and so people
are looking at lager
and pilsner as like,

"Well, maybe it's not
such a political thing.

Maybe it was a matter
of constraints [LAUGHS]
that I couldn't make those.

Maybe I'm actually interested
in those beers
now that I can make them."

DREW: We're here
in the lower east side

to kinda cut through
and explore
some of the bars here.

DREW: Kids.

Oh, hey there, Jeremy.
It's good seeing you.
How are you guys?

Good to see you around here.

DREW: Interboro.

Is that the one
that the gals had?

MAN: Where is Interboro?

It's out in Bushwick.

I mean, the scene's running.

It's going nuts, obviously,
here in New York.

We've got so many
different breweries coming out.

Gentlemen, lady.

3:45. I'm keeping
any of the conductors
on schedule.

We're going 3:45
to Randolph Beer.

Oh, why, thank you, sir.

Right there is Drew
with that Leonardo himself,

with cool sunglasses,

with a most...

Yup, there it is.
Yup, see that?
You know that shot.

Drew is...

He literally symbolizes
people doing what they wanna do.

People following their dreams.

People finding a passion,

developing that passion,
honing in that passion,

and turning it into a career.

And if we could all do that,
then we'd all be very lucky.

So it's pretty cool
what he's doing.

DREW'S FRIEND: I mean,
I used to live with Drew.

Drew's one of the best friends from college,

and spent a lot of time
living together

when he was working at
these corporate law firms.

He's going into this
because it's a passion,

and wherever it takes him,
that's where he goes.

And in a very admirable way,
he makes decisions.

You know, he's not scared
of making a decision.

We're also a fan of craft beer.

And, it's a pretty
competitive space,
you know?

It's not what it was
15 years ago.

And so, to the question

of what kind of opportunity
there is out there...

I think he's gonna kill it.

I think he's a beer nerd.

He comes in here
and he gets a raging boner

because he sees the beer list.

He's... He's gonna
do a good job.

I think it's his passion.

Definitely not law.

This is
a barrel-fermented saison.

Well, what about this guy, huh?

MAN: Nerd alert. Nerd alert.

Yeah, that's getting nerdy.
That's getting nerdy.

[MACHINE BEEPING]

I wanna somehow create
a meme where I'm going,

"Om-nom-nom-nom."

Just to get the bottom of it.
Like this,
like with your mouth open.

It smells...
It smells like you're in an IPA.

Like, I mean,
like, really in one.

Like swimming in beer.

-God.
-So creepy.

It's crazy.

TOUR GUIDE: Okay, now,
what we normally do...

That hammer mill
takes those hot cones

and grinds them up.
Go and grab some.

What I want you to see,
it's relatively coarse.

It's a misnomer when people
say we grind it
to a fine powder,

but we don't.
A lot of people do.

-You know Seco?
-Uh-huh.

-TOUR GUIDE: It's about 3,200.
-Wow.

So, again, these two rows,
go ahead and grab a cone.

BRIAN: It is a very hardy one.

It's a very hardy one
as far as the cone structure.
Yeah.

Compared to the sterlings
in there, much more delicate.

Yeah.

[INDISTINCT CHATTER]

Look at you.

-Ooh lar-lar.
-Look at that. So artistic.

All right, so how we doing
so far, guys? How's this trip?
Decent?

For those people on the teams,
people that know me well,

this stuff's not wasted on me.

Like, I live this stuff.

Going out on those hop fields,
it's a different experience.

You can read about it,
you can learn about it
in beer immersion,

you can do it in all
these different ways,

but until you get to see,
touch, feel, right,

this is the way that adults
really kinda anchor
those memories.

I was thinking about, you know,
having young kids now,

and going through, like,
experiences you've had
with them,

like, you know,
holidays at Christmas,

you know, it's exciting
as a little kid.

And then you get to experience
with your kids, and you're like,

"Oh, my God,
this is a new entire thing."

And so this week, I am
trying to make
a conscious effort

to experience it through
other people's eyes
a little bit.

Hopefully, being able
to enhance that, at least
in some small ways, so...

-All right, German...
-German style lager...

Yeah, give it a taste.

-Super clean, unfiltered.
-Oh, yeah.

-Oh, wow, it's super clean
for unfiltered.
-Yeah, yeah, yeah.

DREW: We're going to
New York City Brewers Choice.

They've got visiting brewers,
they've got people
bringing food.

There's just... there's a lot
of action going on,

and I see it kind of
as a celebration

of what's gone on
in the past year
here in New York City

in terms of
the rising beer scene

and just how powerful
it's gotten,

but also kind of a celebration of where it's going
in the future.

Don't you have a child
at home you should
be dealing with?

What's up, bro?

-Anywhere, man. Doing well.
-Good to see you.

What do you got?
Oh, you have a kolsch.

Good kolsch.
Brewed-style kolsch.

We also have a giant hop sour.

You don't get vegetal,
you get a little grassy...

Yeah, that vanilla bean
just rounds it out
at the end.

BREWER: I didn't use
any extracts over there.

Nothing, yeah? Wow.

Are you guys near
at New York State Farm?

We are at New York State Farm.
We're opening April 1st.

It's been up for 36 weeks now.

I was just gonna say,
you're at 36th street?

I was just doing a talk
at a high school over there

about both brewing
and being a lawyer,

-so go figure. Yeah, man.
-What's your name?

-Drew.
-Drew? Merlin.

I've met these individuals,

I can collaborate
with these individuals.

I can learn about
what these guys have done,

and I'm gonna turn that
into who I am

and where I go from.

And that's the beauty of it.

Every step I take,
every brewer I discuss,
every beer I sniff

puts me one step further.

This is why I'm not
sitting in the office.

The reason why I'm gonna be
sitting in the office
in a couple hours

is so that I can
be here again.

And that's really
what it's all about.

This is it.

What's up, man?

This is it. Ha!

[FUNKY MUSIC PLAYING]

JIM: Bartenders tasted it,

you know, they didn't
really know
what to make of it

because it was so different.

And they liked it,

but they weren't sure
if it was, like,
okay to like it.

Some of them would just, like,
follow, uh, their palate

and listen to what their palate
was telling them.

And they would, "Hmm."

Uh, you know, and when
I would close the sale,

was, you know,
again they'd taste it,

and I'd say, "Do you think
it's good enough to offer
to your customers?"

And some said yes.

ROB: I didn't have
a lot of overhead.

I just had me
for an employee.

Didn't have fancy equipment.

So we just kinda
hunkered down and did
our thing for ten years.

We are having our best year ever
in the State of Maine

despite the fact
that in the last ten years,

we've gone from about
25 breweries to nearly 100.

We have more people coming out to the brewery

than we've ever had before,

and more breweries
in this industrial park.

So, despite the fact
that there are all these
breweries opening up,

there seems to be enough
business to go around.

GARRETT: Eventually,
I became head brewer.

I became pretty well-known
for the beers, you know,
that I was making then.

Uh, I was getting together
with David Bruce,

who started the brewpub
movement in the '70s.

I came to Brooklyn Brewery and brought those guys with me into Brooklyn Brewery.

I feel that some of the things that Brooklyn Brewery does

are at that top,
you know, of the pyramid.

For example, we were the brewery
that invented collaborations,

and that is now
a standard part

of the craft-brewing culture.

I'm really proud of that.

I get a chance now to hang out with people who have been
heroes to me.

And then somebody else
comes along and tells you,

"Oh, I read your book
and that inspired me
to get into beer,

"and now I've been
a brewer for five years."

You wanna burst into tears.

SAM: Right around '99,
late '99, 2000,

we started bottling
90 Minute IPA.

'Cause 90 Minute is
the first bottle that said the words "Imperial IPA" on it.

In the same month,
we also released Midas Touch,

which is the first,
sort of, ancient ale.

A modern beer
packaged and distributed,

referencing using
molecular evidence,

a beer that was brewed
centuries ago.

And at that moment,
we went from being these freaks
in the beer industry,

You know, "Dogfish,
you put raisins in your beer.

You put coffees.
You're disrespectful."

to, I think, Esquire
called 90 Minute the best
IPA in America that year.

People Magazine,

Today Show did stories
onMidas Touch.

And we've been fortunate
for 20 years

that that innovation
and that refusal to discount
or homogenize our beer

really started paying off
around '99 to 2000.

KIMMICH: And we're
the new place in town,

so everybody wanted
to try it.

But if we had sucked,
they wouldn't have come back.

And so we just got
busier and busier

month after month,
year after year,

to the point where
we would just be full.

Twenty minutes
after we open, we're full

until last call
and the kitchen closed,

and then that was it.

The next day, you do it again.

And that was our success.
Word spread quickly.

People talked about our beer,
they talked about our food,

about the restaurant,
everything about it.

And it just got
crazier and crazier

until we decided,
finally, Jen convinced me,

"Let's open
a production brewery."

And thank God we did,
'cause the pub got wiped out
on a Sunday night

in tropical storm Irene,

and Tuesday morning
was our first canning run
of Heady Topper.

And at the time,
when we started packaging
Heady Topper, there...

A double IPA
in a 16-ounce can

in a four-pack was
pretty much non-existent.

Now, you know,
it's kind of expected.

You know, there's a lot
of breweries out there

putting double IPAs
in 16-ounce cans
in that four-pack format

and to us, it's the perfect way to do it.

You know,
it's your own 16-ounce keg.

Perfect, every time.

You know, a big motivator's
'cause Jen and I wanted
to create our own jobs.

we wanted to be our own bosses.

I was done with crappy bosses.

If it was gonna be anything,
it would be up to us,

and we would create
the atmosphere that
we would wanna work in.

And we've carried that
throughout every one
of our projects.

So I've made the mistake
in the past of, uh...

of studying, like,
on the couch or whatever.

That last owners
of this house have this set up.

It's like a little
kinda office space,

so I found that if I...
just when I'm up here,

study 100% of the time...

So these are--
I tried to do
color-coded ones,

like the, you know,
obviously pear-colored beers

versus the yellow.

The amber-ish colored beers
are in red.

If I'm looking for
one particular one
and I know that it's yellow,

then I can go, "Okay."
You know what I mean?

I can pick through
pretty quick.

I have, you know,
between five and eight,

um, commercial examples from...

usually from
three different countries.

Uh, and then, on the back,

I'll have some
comparative stuff

and maybe some, um,
historical stuff.

And if there's anything
that I...

like as I'm researching
the style, find...

it's something that's new to me
that needs to be committed
to memory, I'll put on those.

An ounce of golden.
Half an ounce of rum...

So, right now, I'm pulling out
a series upon series of hops,

different styles of hops here,

just to find two
that I'm interested in,

if they have it.

Uh, for the beer style
that I'm trying to brew,

which is gonna be
a brown ale
brewed with spices.

A brewmaster is like
the chef in a kitchen.

Everything from
the concept of the beer,

the ingredients, the kitchen.

In a brewery, there's somebody
that is responsible

for purchasing
the ingredients,

for developing the recipes,

for maintaining the quality
and consistency of the beer

in adherence to those recipes.

GARRETT: Everything that
goes into it

from start to finish
until it lands in your glass

and you're happy,
that's the brewmaster.

The way that I often put it
is I am the liquid,

and the liquid is me,

and there's nothing about it
that I don't care about,

and there's nothing about it
that I ought not to know.

Brewmaster, yeah,
this is funny joke

because you are responsible
for everything.

To check whether quality
of malt is okay, whether brew
is in good phase,

whether fermentation
run properly,

whether by maturation
the beer has the...
this delicious taste.

Brewing, this is
never-ending process,

twenty-four hours,
whole year, each day.

If someone is willing
to call themselves
a brewmaster,

they better come correct
and prove it

by brewing amazing beer.

And whether it's just
a dude in his kitchen

that says, "I'm the fucking
brewmaster of my house,"

if the beer is good,
that person deserves
that title.

So I don't want it to be
completely knocked out.

I still want
a little bit of solid in there.

just so that there's...

it doesn't all blend in
and completely douse the beer

and change the consistency
of the beer.

I wanna have
a little bit of
"something" something

that I pull out in the end, too.

-This is just...
-[BLENDER WHIRRING]

Like MacGyver's sparging.

This is just kind of
been made up as the process
is going on.

This is just learning
how to work with it,

seeing what's gonna work best,
and if it doesn't work,

learning how to figure out
a new method to make it work.

Well, my apologies to all
of my fellow Poles out there.

This is not Polish vodka.

If I had it, I would've
definitely used it.

Nonetheless, Na Zdorovie!

Let's kill any micro bacteria
we got going on in here

and make us some nice
melon addition.

All right.

We got our ounces
of vodka in there.

We're gonna make sure
that's gonna be dispersed
a little bit.

We wanna make sure
all of our melon gets
a little play with the vodka.

You know, this is basically
like Spring Break going on
in here right now.

And when done with Spring Break,

it's time to enter
the frozen period.

We're gonna leave that guy
in there for three days.
The freezing process.

In addition,
the vodka we got here

is gonna help kill
any microbes, get any
bad bugs out of there

to make sure that nothing
but pure, beautiful melon
hits my beer.

People typically hate coming
into places like this with me

'cause I end up staring
at the shelves for,
I don't know,

I mean, a half-hour,
hour or past,

I"m just kind of wandering
up and down the isles,
looking at stuff.

A lot of times, I'm doing
the descriptive panel
for Brian.

These are the beers I'll grab
to kind of push them outside

and see how good they are
at picking up
random flavors in beers

'cause Dogfish Head
put just about anything

you can ever imagine in a beer,

so they're always kinda fun
to include in those things.

You sit down here and you
got stuff from 5 Rabbits
in Chicago.

Um, and then all
the way down here,

you've got stuff from Belgium,
right, so duvels,
one of the classics,

and probably one I'll pick up
for the tasting stuff
with Brian tomorrow,

'cause it's such a great example
for Belgian Strong Golden.

You can imagine being
the average consumer
that comes in here

and you see there's
just sea of beers,

and it's hard to know
which ones you're gonna like,

what the flavors are,
anything like that,

if you're not
familiar with beer styles.

So seeing you're having
something that pops
off the shelf,

can really kinda draw
the attention in for
a lot of these brewers

and encourage people
to try their beer,

if nothing else,
because it's got
cool packaging.

[ACOUSTIC MUSIC PLAYING
ON SPEAKERS]

Every night,
4:00 a.m., I'm awake.

"What did I forget
in that spreadsheet?

"Wow, what about this cost
of this employee?

"Have I thought about that tax?"

And there's just so much
[CHUCKLES] that goes into
planning a business,

and then, on top of that,
to plan a brewery.

It's mind-numbing
and daunting at the same time.

I don't know, I'm making this
all up as I'm doing it.

This is all projection.

And being type-A,
being risk averse,
being a lawyer,

you don't do that type of stuff.

And so I'm sitting here,
freaking out

about whether or not
anything that I've said in here

will actually translate
to the real world.

Physically, I can print out
this document right now,
and I can read through it,

and the spelling
is probably pretty good,
and the grammar's okay.

But do I feel like I'm right
or confident in it?

[SIGHS] That's
a freaking tall order.

Put your headphones on.

BRIAN: Well,
I'm gonna go upstairs. [LAUGHS]

And if I hear a can crack
instead of a bottle open

or if I hear a cork pop,

it's gonna give me
context clues.

So, yeah, I get them out.

Yeah, um...

He'll send me out or his boss
will send me a list of things
to buy.

Um, normally,
he doesn't know what I have.

So it's kind of like
just from helping him study,

I know a lot of
the classic examples
of the styles.

He missed it
by so close last time.

I feel like...

I don't know, I feel like
he's gonna nail it this time.

All right.

BRIAN: All right. You're gonna
give me the bad news?

-WIFE: Are you ready? Go ahead.
-BRIAN: Yeah.

Oh, you're gonna put me
on the spot,
make me guess first?

Let's see you work.

Um, so the first one,

uh, I said either...
I said cream ale.

-It's kolsch.
-Is it kolsch? Okay.

Number two, uh,
toasty malt, Munich-y.

Uh, I said Marzen.

Oktoberfest, yeah.

BRIAN: Yeah, what is it?

Which one?

Spaten Oktoberfest.

Number three,
dark but really low roast.

I said Schwarzbier.

-Yep, Kosritzer.
Craft Kosritzer.
-Nice. Kosritzer.

BRIAN: So the last two,
I said German pilsner.

-Yeah, Krombacher.
-Okay.

Number six was hard. Um...

Is it Dortmunder?

-Yep.
-Is it? Nice.

I said Helles or Dortmunder.

-Damm.
-Damm. Nice.

And that little oxidized helped.

-WIFE: All right,
you got six done.
-Yeah.

This is our life, pretty much.

WIFE: Yeah, this is it.

Sometimes,
they don't go as well.

Our recycling can
would indicate that we have
a lot crazier life than...

I know, yeah.

There's the people who
take up the recycling product,

"These people
party their effin' faces off."

-But, little did they know,
-We keep them awake,
that's for sure.

the vast majority of that beer
goes down the drain. [LAUGHING]

We just put in milk jugs,
just leave them around as tips,

although just mixed up
all in there.

Yeah.

I'm a Connecticut boy,
so I'm on my way out
to Connecticut.

I got a lot
of friends out there,

and I lucked out, through
a friend of a friend,

putting me in touch
with this man, Danny Moses.

He's a character in
the movieThe Big Short.

He seems to have
quite a comprehension

of the economy, investing,
the hedge fund market,

and just generally
financial numbers overall.

-Danny?
-Hey, Drew.

-Drew.
-How are you?

-Pleasure to meet you.
-Very nice to meet you.

-Come on in. Absolutely.
-Thank you so much
for having me.

Come on in.

Have a seat right there.

Did you bring me some samples?

-I certainly did.
-Atta boy.

[STUTTERS] So I did
the key fact sheet,

and this is kinda like
the full thing and the entire
background of everything.

But, as you said,

-first, the good stuff, right?
-Right. Exactly.

I did get a chance
to read through a lot of it.

I wrote down some notes,
so I was able to get
a better idea.

Oh, I really appreciate that.

Thank you so much
for taking the time
to look at it,

you know, for having me here.

-This is... this is my dream.
-That's great.

This is my happiness,
and I really think

this is where I see craft beer
going in the future.

Craft beer
and craft beer cocktails,
which is even more important.

So, to make sure
I don't give you
any bottle bombs.

So this is gonna be
the Bollywood Brown Ale.

What this guy has
is it's a brown ale

with cardamom cloves
and cinnamon in it.

It comes in almost like
a winter warmer for you.

So I don't know if you
wanna do some glassware

or you're happy to swig
straight out of the bottle.

If you think
out of the bottle's good.
I'll do it out of the bottle.

Absolutely.

That's great. Really good.

Right now,
quality is such a key...

Quality and authenticity
are such key aspects
of this world,

of, frankly, the slow
food movement as a whole,

and if you bring quality
into both sets of products,

whether it'd be
the Drew's Brews
or the Drew's Booze,

that then uses
the Drew's Brews...

Try saying that
three times. [CHUCKLES]

That's where you're gonna
find a cross-pollination
of market segments,

and you're gonna find
both the cocktail drinker,

who is looking
for exploration,

because that's what we're
hearing from the industry,

cocktail drinkers are looking
for new things to try out.

Craft beer drinkers,
you can't stop them
from trying new things.

It's always,
"What do you have for me next?
What do you have for me next?"

This provides
that next step immediately,

but also provides an opportunity
to continuously change
that next step,

whether it's changing
the beer flavor,
as in altering that,

altering creating
an all-new cocktail
for the beer,

working together
to both break down walls

in the sense that,
you're a cocktail drinker,
I'm a beer drinker.

There's no longer
a differentiation
between the two of us

because we're branching out,
we're exploring,

but we're doing it
in a familiar capacity,

whether you're doing it
in the cocktail and I'm doing it
with beer in a cocktail.

So I got the whole
kinda what you're trying to do,

you know, exploration and beer
and so forth.

So, that's great.
I like the concept,
I like the name,

I like the variety,
I like the entire idea.

Where I think there's issues,

you still will need
to hire some key employees.

I have no doubt
that you can find them,

but to have to hire
the employee,

tell them they're not
gonna take salary,

and make them invest
in the company
in some form or fashion.

And knowing that they won't
be able to draw salary

probably for at least a year,
a year and a half, so forth,
that's tough,

because the person
you're probably getting,

unless it's
a very wealthy person

who just loves the business
and wants to be a part of it,
which is possible,

that seems a little far-fetched.

I would focus on,
"This is my passion.
I make a great beer.

Those two things together
can ultimately lead
to massive success

if I can operate."

Just from an
operations perspective,

saying you're gonna use
a used van for $15,000

and deliver the beer
to restaurants locally,

that's practical, right,

but it's kind of
a small-thinking detail

in terms of how
you're gonna run the business.

It's kind of glue, you know--

glue and paste in putting
the thing together
to a degree.

-You know what
I'm saying? Like...
-Oh, absolutely.

But again,
that's not a bad thing,

I just think you need
to take a step back

and look at the business
in its entirety
as a business.

I completely understand
and appreciate your criticism.

That is definitely something
that I'm gonna take
into consideration.

So, I don't think
this is something right now,

under this business plan
and under this stage,
that I would invest in.

-I would invest in you. Okay?
-[LAUGHS] Much appreciated.

But in this business plan,
as it stands right now,

I don't think it's
something that I would do,

but I think you're gonna
make this into something.
I really do,

um, because the beer is...

what is it? 40% alcohol?

I can't really
get my words out
at this point.

-[LAUGHING]
-But, uh, no.

But, um, I think, um...
I think it's great.

I probably should take
my keys by myself.

I can throw
the bottle caps away.

-That'd be wonderful.
Thank you.
-All right.

This way.

It's a beautiful house,
by the way.

Yeah, I can do that.

Well, if you get lost
in the Wilner Westport,
give me a ring.

I'll keep in touch
and I'll shoot you
that email.

That'd be wonderful.
Thank you so much.

-Have a great weekend.
All right, then.
-Take care.

Wow. Uh, God.

Um, I'm just...

I'm taking this all in.

Yeah, that went...
That went well.

Of course, there's no
investment yet,

but, yeah,
there's something there.

I've got something here,

and, finally, there's some
validation behind it.

[INDISTINCT CHATTER]

RAY: I'm Ray Daniels,

founder and directing
Cicerone Program.

And I will be one
of your oral examiners
for the next two days.

So be direct,
answer the question,

um, and stay on task.

If the examiner tries
to interrupt you to redirect,

listen to the examiner.

We're gonna be your friend
in that case.

BRIAN: You're just
feeling very tense.

You know, it's kind of
a high-stress
type of situation.

It's like everyone comes in

and everyone's trying
to pretend that they're,
like, real confident,

but no one's confident,
everyone's freaking out.

So, like, people are, like,
kinda, you know,
putting on airs,

puffing out their chests
a little bit.

A lot of kinda ego stuff
going on.

And then, by lunchtime,
it's like everyone's kind of
facade has been broken,

and is talking and chatting,
you know, as much as we can,

and just trying
to not freak out.

I mean, the kind of design
of the test is almost to just
put a lot of stress on you.

We're halfway
through day one
of the Master Cicerone exam.

In terms of
the candidate responses,

I was doing oral exams,
talking about beer styles.

And, boy,
the first candidate came in,

just really hit it
out of the park.

It's like, "Wow,
maybe this is too easy."

And then, the next
two or three, were like, "Okay, this is what I expect."

So I got pretty much
the usual range of results.

You could hardly
go wrong with those.

I mean, that's like,
it's close to universal beers,

like the brown ale or...

a typical lager or something.

It's so versatile.

BRIAN: At this point, three courses are way through,

I think a lot of people
just from talking to them,

are feeling like they're
probably out of the running,

so I'm feeling good,

and now, I'm more
on the homestretch.

[INDISTINCT CONVERSATION]

RAY: Congratulations.

You survived
the Master Cicerone exam.

And again, in some cases...

[EXAMINEES CHEERING]

I hope that you will find
it was rewarding,

and that it was
a learning experience,
regardless,

and it'll enhance your
future beer knowledge
one way or the other.

I just got to dinner
with the kids.

We go to a beer place
and walk in.

"Oh, Ray Daniels..."

He's like, "Dude, they're..."
I was like, "Yeah, I got this,
don't worry,

I'm a big fish
in a really small pond."

As my wife always says,

"Don't forget,
your only beer-famous."

[ALL LAUGHING]

-I want you to remember.
-I'm actually famous.

I want to remind you.

All right,
ladies and gentlemen,

congratulations on
completing the ordeal.

ALL: Cheers.

I mean, I'm feeling...

In my mind, I'm feeling
as good as I can feel.

Um, compared to last time,

I walked out feeling mediocre,

but thinking, you know,
I had a decent chance,

and it turned out,
I remember...

I remember a couple days
after I took the last year,
Jason was like,

"If you had to put money on it,
what would it say?
One way or the other."

And I said, you know,
he had to put a number on it.

And I said, like, "83, 84,
like, I really think
I just barely missed it.

"But I might be pleasantly
surprised and it ended up
being 83.6."

This time, if somebody said,
"Here's $1 million,
you gotta put it on yes or no."

I mean, I'd put it on yes.

RAY: Break some hearts
and make some days.

Ten phone calls to make.

Ten master candidates.

[CELL PHONE BEEPING]

We went over
to the old Goodwill,
dropped some stuff off.

We're moving
back to Pittsburgh,

which we've been
trying to do, you know...

When we moved up here,
we knew it was gonna
be temporary.

Uh, we thought we'd be here
a little bit longer,

but we got the opportunity
quicker than expected

to get back and still, you know,

do the same job
that I really, really like,

so, um, or a slightly
different version
of that same job,

which is...
or thrilled about.

But it happened
quicker than expected.

Pretty much packed.
We're kinda ready to go,

uh, here in a few days.

BRIAN: I'm glad you're here.

[BABY BABBLING]

So, I did not pass the exam.

Um, so I came,
again, very close.

I did just... actually,
slightly worse than last time,

which I don't...

Still struggling in my head
as to how the heck
that happened.

I'm really surprised,
frankly, that I didn't
pass this time.

I really had
a good feeling that, uh...

I felt like I did
just a little bit better
than last time,

which is all I needed to do.

And the score didn't
play out that way,

so I might just
kind of take a year,

and come back in 2018
and take it.

Maybe if they offer
one in the spring.
I really don't know.

It seems like they're only
gonna offer one
Master Cicerone this year.

It's... It's a tough pill
to swallow,

it's tough to stay motivated
and continue doing it,

but, um...

[SIGHS]

It's really hard
to put this much
work into something

and not, you know,
make it happen,

'cause it's, you know,
you kinda...

Like I said,
no matter how you,
I guess, uh...

cut it in your head,

there's, you know,
I left points
in the table.

And when you're that close,
you really can't afford
to do that. So...

DREW: Yeah, so what we got
going on here,

this is my jalapeno saison

which I brewed
just two weeks ago

because I actually forgot
that I was brewing
for this event

or should I say that this event
was coming up as rapidly
as it was.

So I actually had
to skip work for a day

and brew this beer
on a Monday.

And so, as a result,
it's called my
Hookie Jalapeno Saison,

in honor of having to skip
being a lawyer to become
a brewer for a little bit.

Almost forgot
the most important part.

Gotta get the branding there.

It's interesting.

So normally, you come
to a festival like this

and you expect a younger crowd,

people who are a little bit
more experimental in what
they're trying in beer.

This is a much older crowd,

so it's gonna be even more
of an uphill battle,
and even more fun.

This is where the lawyer
and the brewer come in together.

The lawyer convinces you
to drink the beer
that the brewer made.

At least that's the way
I like to think of myself,

but hopefully I'll
convince some people do that.

Say, while I run down
the line...

I don't mean
to catch you guys off.

Will you just pour for me
if anybody comes up?

Yeah, thank you, man.
I appreciate it.

And I'll do the same
for you, obviously.

You get so much of that lime
on the nose,

and then everything else
come in through the rest.
Thank you, Ma'am.

Oh, shoot.
I gotta get back to work.

[INDISTINCT CHATTER]

Sorry, guys,
I abandoned my post.

All right.

Just a little.
Just a little guy.

Good.

-Let's do cheers.
-Cheers.

To jalapenos.

-What's your name?
-Drew.

And to Drew.

Drew's Brews.

I like it.

-Little surprise there, huh?
-Really kick.

Va-va-voom.

[LAUGHS] That's the best
response I've ever gotten.

-This is good.
-Yeah?

-You're a fan?
-Very good. It's different.

Different, that's what
I'm going for.

It's different. It's very good.

-Just give me a little.
-Little test.

-Thank you.
-No problem.
Thank you for trying it out.

Oh, it smells like jalapeno.

It smells like
it's gonna give you heat,

but when you taste it,
your tongue will be like,

-"What the heck just happened?"
-Whoo!

-That's...
-Give me a little bit more?

Yes, please. All right.

-There you are.
-It's hot, but it's sweet.

WOMAN: Wow.

Yeah, you guys fans?

Huge market for this.
All my kids.

So far, uh,
it's been freaking great.

I mean, I'd probably
respond the same way

if everybody walked right here
and hated my beer.

I just like being here
and interacting
with the people.

But it's been exactly
what I've wanted

in a sense that everybody
for the most part
who's come up

has come up here very quizzical, very skeptical.

I've been hauling
people from afar,

and seeing,
watching their mouths go,

"Jalapeno? I don't know
if I want jalapeno."

"No, no, you do!
Come over here."

And I think... I think
I've proselytized enough.

I've converted
a few to the flock.

In fact, I have this
lovely woman who keeps
coming back for more and more.

And that's why I'm here.

If there was just that woman
and everybody else
hated this beer,

I'd be the happiest
camper in the world.

I could stand for another
12 and a half hours.

I don't care.
This is what makes me happy.

This is why I do this.

Thank you again, guys.
Take care.

All the best, okay.

This was so much fun.
Thank you for having me, guys.

JIM: There are anthropologists
who believed

that the reason
that human beings

settled down, you know,
into communities

and created civilization
was in order to make beer.

It's so satisfying
to come up out
of that basement brewery

and to see people,
after a long, hard day of work

or whatever things that
they've been experiencing,

to sit down
and to take what you created

and to take
so much pleasure in it,

and to have that
be the blossom for friendship
and conversation and thought.

It's like collecting
baseball cards at this point.

We got to talk about
all the different styles

and places and times
you had beer.

I think it's the way
that concerts and music,

and things people love
and are passionate about,

they're now collecting
these beer stories.

And beers,
as a way of life,

just something to talk about
and relate with other people.

People wanna know
where their beer came from.

It means something to them.

If they can buy beer
from a brewery

that they know,
that they can relate to,

that's part of the community.

The fact that I have the freedom
to come up with anything
in my wildest imagination,

and a month later,
share it with beer-lovers
at our pub,

is what gets me up every day.

It really is something that
you get to do something
you're passionate about,

and that's one of the things
that I, you know,

I'm lucky enough
to wake up every day

and know that, um,
I do what I love.

If you fall in love
with something,

say, it's jazz, you know,
or it's baseball,

somebody played you
your first Coltrane record

somebody took you
to your first baseball game,

and on that day,
a little door swings open.

On the other side
is a better life.

That's what we're doing.

We're here to bring you
a better life.

That is urgent.

[LAUGHS] It's very urgent.

I'm not entirely sure
there's anything more urgent.

["BEER BOTTLE BOOGIE" PLAYING]

So, right now,
the primary fermentation
is more or less complete,

it looks like.
Uh, you don't see...

When you have what's called
"high krausen," like the peak
of fermentation,

you get a big old,
kinda cloud of, uh,
CO2 and foam,

what looks like kind of
a head on top of the beer.

♪ Beer bottle boogie

♪ I have the beer bottle boogie Way down deep inside ♪

♪ I went home that night
About half past ten ♪

♪ The door was locked
And I couldn't get in ♪

♪ I step around
To the backyard gate ♪

♪ Somethin' was a-comin'
But I ducked too late ♪

♪ I have
The beer bottle boogie ♪

♪ I have
The beer bottle boogie ♪

♪ I have the beer bottle boogie Way down deep inside ♪

♪ After a while
I began to come around ♪

♪ I got up
Over that dirty ground ♪

Break some hearts
and make some days.

♪ She had
The beer bottle boogie ♪

♪ I have
The beer bottle boogie ♪

Hi, Brian, Ray Daniels.

Doing all right.
How about yourself?

♪ Last night I was sittin'
In the diamond box ♪

♪ I was all hepped up
Like a shooting star ♪

♪ A-rockin' and a-reelin'
And acting like a fool ♪

♪ The next thing I knew
I fell off of my stool ♪

♪ I had
The beer bottle boogie ♪

♪ I had
The beer bottle boogie ♪

♪ I had the beer bottle boogie Way down deep inside ♪

♪ Well, the bartender kicked me In the seat of the pants ♪

♪ He said get out of here, boy You ain't got a chance ♪

♪ I started toward the door
The bottle was flying ♪

♪ One caught me on the head
And I started to cry ♪

♪ I had
The beer bottle boogie ♪

♪ I had
The beer bottle boogie ♪

♪ I had the beer bottle boogie Way down deep inside ♪

♪ I had
The beer bottle boogie ♪

♪ She had
The beer bottle boogie ♪

♪ Way down deep inside

♪ Last night I was sittin'
In the diamond box ♪

♪ I was all hepped up
Like a shooting star ♪

♪ A-rockin' and a-reelin'
And acting like a fool ♪

♪ The next thing I knew
I fell off of my stool ♪

♪ I had
The beer bottle boogie ♪

♪ I had
The beer bottle boogie ♪

♪ I had the beer bottle boogie Way down deep inside ♪

♪ Well, the bartender kicked me In the seat of the pants ♪

♪ He said get out of here, boy You ain't got a chance ♪

♪ I started toward the door
The bottle was flying ♪

♪ One caught me on the head
And I started to cry ♪

♪ I had
The beer bottle boogie ♪

♪ I had
The beer bottle boogie ♪

♪ I had the beer bottle boogie Way down deep inside ♪