by Cody Fague and Isaac Arthur (as found on craftbrewingbusiness.com)
This piece is aimed at established breweries. Whether you’ve been brewing for five years, or for 25, rebranding can be an important step to reflecting positive changes and growth to your audience. But it’s not something to be taken lightly and there are some important factors that should drive the decision. Let’s talk about some of these reasons as well as additional issues to consider before undertaking the process.
Starting off, businesses don’t rebrand just for the sake of rebranding. “Hey, it’s Tuesday. Let’s spend $50K!” There’s got to be a problem you’re trying to solve, or an opportunity you can’t pass up. Some reasons a brewery may consider rebranding:
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State’s craft brewers pack $265M punch
By SUSAN MONTOYA BRYAN
ALBUQUERQUE – That frosty tide of smooth, golden brown craft beer has finally come in, and it’s helping to quench this drought-stricken state’s thirst for jobs and economic development.
Santa Fe Brewing Co. is one of the few New Mexico breweries that offers beers in cans.
Red Door Brewing Co. owners Matt Biggs, right, and Jeff Hart discuss their plans while setting up a new brew house and taproom in Albuquerque. Dozens of breweries and taprooms have popped up in New Mexico in recent years, and state lawmakers say the burgeoning industry has the potential to boost economic development.
Although New Mexico’s microbrewery industry is small compared with other states, it is known for producing unique products like green chile beer, said Chris Goblet, New Mexico Brewers Guild executive director, during a tour of Tractor Brewing Co. in Albuquerque.
Dozens of microbreweries and taprooms have popped up around New Mexico in recent years, the state’s universities and colleges are developing fermentation-science programs and other classes aimed at the brewing industry, and local brew masters are bringing home some of the most coveted international accolades for their creations.
“When we keep popping up in the news and bringing home medals, people start scratching their heads and saying ‘What’s that all about?’ They’re curious about what’s going on in New Mexico,” said Chris Goblet, executive director of the New Mexico Brewers Guild.
The brewery scene is anything but new in states such as Oregon, Colorado and California, but federal census data shows the industry continues to boom. There are now more than double the breweries nationwide than there were just five years ago, and shipments topped $28 billion in 2012.
A late bloomer, New Mexico represents the frontier of beer, Goblet said.
The state will never have the population to support the hundreds of breweries and taprooms other states have, but industry experts say there’s more room at New Mexico’s smaller breweries to experiment and create beers that would be hard to replicate elsewhere.
Examples range from the gold-medal IPAs at La Cumbre Brewery in Albuquerque to the IPAs and cactus stout offered by Santa Fe Brewing Co., the lager made with house-roasted green chilies at Roosevelt Brewing Co. in Portales and the native-hops-infused brews crafted by the monks at the Christ in the Desert Monastery in northern New Mexico.
New Mexico’s three dozen breweries employ thousands of workers and have an economic impact of some $265 million, according to the national Brewers Association. While New Mexico is nowhere near the top when it comes to state rankings, elected leaders say the potential cannot be ignored given that more than a dozen new breweries are in the planning stages, and some established breweries want to open new taprooms and distribute their products beyond the state’s borders.
Just last month, Gov. Susana Martinez and other state officials turned out for a ribbon-cutting ceremony for the expansion of Blue Heron Brewery in Española.
The neighborhood used to be dead, said Sen. Richard Martinez, D-Española.
“This new brewery comes in. It’s serving food, and it’s packed. It has revitalized part of our town,” he said.
It’s the same scenario in the state’s largest city, where breweries and taprooms have spurred new commercial and residential interest in industrial areas near downtown and other parts of the city that are now on the list of hot spots.
Sen. Jacob Candelaria, D-Albuquerque, said food trucks are now fixtures along the brewery circuit, and other small businesses are opening to fill the need for packaging and distributing.
Santa Fe Brewing Co., the state’s oldest brewery, has plans for a $10 million expansion.
Alana Jones, the brewery’s general manager, described the industry’s growth as phenomenal. Just eight years ago, the brewery had a handful of employees. Now, there are 40.
David Hargis, head brewer at Tractor Brewing in Albuquerque, said his two-employee operation has grown from 350 barrels a year in 2010 to about 4,000 barrels and 80 employees.
One of the newer operations in Santa Fe, Duel Brewing, has started an online fundraising campaign aimed at boosting production threefold. At the monastery, the Abbey Beverage Co. is busy shipping the monk’s beer as far as Ohio and Arkansas and has just released a new signature beer.
State legislators are considering changes to state liquor laws, and Sen. Michael Padilla, D-Albuquerque, said they need to be careful not to put up any walls that would discourage the burgeoning industry or hamper its ability to export home-grown beers.
“This could be a wonderful thing for New Mexico,” Padilla said.
An 82-year-old woman became friends with a church pastor when they worked together on the board of a charitable organization. The woman gave the pastor full power of attorney to manage her personal affairs in the summer of 2010.
During the time he had the power of attorney, the following financial events occurred out of the woman's accounts:
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By Keith Gibbons (as found on www.craftbrewingbusiness.com)
The science of commercial beer goes beyond the chemistry of brewing. The process of packaging it is an equally impressive engineering feat, requiring bottling, canning, kegging, labeling, sorting, accumulating, boxing, palletizing, shipping and so much more in between. Visit a packaging and distribution center at a brewery like New Belgium Brewing Co. and the automation of the packaging process can look a little like an ultra-complex Rube Goldberg Machine.
As craft breweries grow, their bottling, canning and packaging lines will become interconnected chains of automated systems ranging from filling lines and labelers to bottle conveyors and case erectors. The process of engineering and re-engineering these packaging lines (as brewers grow) can be quite complex and expensive. To help prepare upcoming brew barons for their future packaging needs, we tapped the big brains of some of the industry’s most successful craft brewers and some of the industry’s most well-respected manufacturing brands. Those awesome insights are below, ranging from production systems engineering to packaging hall design. We raise a hearty toast of thanks to everyone involved.
The importance of preventive maintenance
Matt Smith, packaging manager
Ninkasi Brewing Co. (Eugene, Ore.)
Whether you own a shiny brand new packaging line or a boneyard of random packaging equipment, there is one important item to keep focus on. That item is preventive maintenance. It’s the only way to avoid machine failure and to help prevent future breakdowns. Greasing the same zerks every week may seem redundant at times, but something so small will help ensure the longevity of your packaging equipment.
Initiating a preventive maintenance schedule is fairly easy to create and implement. A good place to start is to go through all of the current machine manuals on hand, and review and record the recommended maintenance schedules listed in those manuals. An even better idea would be to call the machine manufacturer just to make sure all of the information in the manual is accurate and up to date. If no manual can be found, then contacting the machine manufacturer is the best option for replacement. Gather all the information you can and make a specific three-ring binder for each machine with all of the scheduled repairs and overhauls listed very clearly for the operators to understand. This will also help maintenance personnel know which machine needs attention and how frequently. Setting a specific date every week or month for scheduled maintenance is another great way to ensure your packaging equipment will last and perform how you need it to.
Staying on top of preventive maintenance will not only prolong machinery life but will also improve the quality of the product you are packaging. Cheers!
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NEW Texas Hill Country Wineries Brochure is Out! It Features 42 Wineries, a New & Updated Map, & 28 Eat, Sleep, Travel Partners. You can download (.PDF) it here: http://texaswinetrail.com/images/uploads/misc/FINAL2014Brochure.pdf