Beer | KRG Hospitality

Red and black gift boxes and bows on black background

December 7, 2021by David Klemt David Klemt No Comments

2021 KRG Holiday Bottle & Can Guide

2021 KRG Holiday Bottle & Can Guide

by David Klemt

We’re bringing you new products and gift ideas for the 2021 holiday season for your specialty menus, raffles, and employee incentives.

Whether because they’re unique or leverages eye-catching bottling, labeling and packaging, you can’t go wrong with the bottles below.

In fact, you should probably consider adding some of these to your inventory and seasonal menu. A number of these bottles will attract attention from guests when they spot them on your back bar.

And, hey, we won’t tell anyone if you decide to treat yourself to one of these gifts. You’ve earned it.

Brandy

Few spirits shine more during the holiday season and winter months than brandy.

Château de Breuil Réserve Du Château 8 Year

This is the first entry in Château de Breuil’s “Hors d’Age” range, which means this Calvados is older than six years. The youngest Calvados in this release is eight years old, and there’s plenty of warming, comforting apple on the nose, palate and finish.

Hennessy V.S.O.P Privilège x Julien Colombier

This striking bottle, adorned with an original design by Julien Colombier, definitely stands out from the standard V.S.O.P Privilège.

Hine Cigar Reserve XO

This blend of 20 eau-de-vie is intended specifically to be enjoyed with a fine cigar. In particular, a fine Cuban cigar. A Cognac meant to help unplug, slow down, and enjoy the moment.

Gin

There is an incredible array of gins available that can sway even the staunchest “I don’t drink gin” drinkers out there.

Glendalough Rose Gin

The Glendalough distillery operates via three mantras: Wild foraged. Fresh distilled. Stand apart. Glendalough Rose Gin hits all those marks, particularly standing apart from other gins.

Hardshore Original Gin

There are a few ways to approach crafting a gin. Hardshore Distilling Company’s approach is to be simple in order to be complex. Just five botanicals are used in the production of Hardshore Original Gin: Tuscan juniper, coriander, rosemary, mint, and orris root.

Junipero Gin

With it’s striking new appearance, Junipero Gin’s bottle is now as bold as the liquid inside.

Mezcal & Tequila

The growth of the agave spirit category doesn’t seem like it will stop anytime soon. In particular, luxury mezcals and tequilas seem to be benefitting from consumers interested in spending more to drink higher-quality spirits.

Código 1530 Artesanal & Ancestral

As discussed on episode 57 of Bar Hacks with Collin De Laval, Código 1530 recently released two mezcals, super-premium Artesanal and ultra-premium Ancestral.

Sombra Reposé

This unique mezcal represents a world first: A mezcal aged in Bordeaux wine casks. It doesn’t hurt that the bottle is also attractive.

Tanteo Navidad

There are just 5,000 bottles of Tanteo Navidad, an ultra-premium añejo tequila infused with the flavors of the holiday season: cinnamon, clove, nutmeg, cocoa beans, ginger, and pequin chilis.

RTD

With so many hard seltzer and canned cocktail brands hitting the market, it’s difficult picking just a few standout RTDs.

Karbach Brewing

When it comes to RTDs, Ranch Water was basically destined to end up in cans. As a blend of Topo Chico, tequila and lime, Ranch Water has a legitimate claim to the hard seltzer throne. Karbach Ranch Water is available in Original, Grapefruit, Meyer Lemon, Prickly Pear, and Watermelon. It’s also produced by a brewery in a state that knows a little somethin’ about Ranch Water: Texas.

Speaking of Texas…

Shiner Tall ‘Tails

Texas’ famous brewer has entered the hard seltzer space with four expressions based on classic cocktails: Texas Mule, Mexican Martini, Watermelon Margarita, and Ruby Red Paloma.

WESAKE

Given how easily drinkable sake is, I’m surprised there aren’t more RTD sakes on the market. Four cans of Junmai Ginjo WESAKE equal one bottle.

Rum

It’s always exciting to come across something new in any spirit category. The two selections below are from countries people don’t often think of when the topic of rum arises.

Kasama

How about small-batch rum from the Philippines, aged seven years and produced by Alexandra Dorda. If that last name sounds familiar it’s likely because Alexandra is the daughter of Tad Dorda, co-founder of Belvedere and Chopin vodkas.

Phraya Deep Matured Gold Rum

When’s the last time you sipped a rum from Thailand? The answer is most likely never. A beautiful bottle of Phraya Deep Matured Gold Rum—aged seven to 12 years—can certainly fix that.

Zanj Rum Ak Zanj

The name of this expression of Haitian rum translates to “with angels” in Haitian Creole. Made using only pure sugarcane juice (no sugar added) and aged exclusively in Limousin oak barrels, Ak Zanj is characterized by caramel, fruit, vanilla and honey notes. The bottle also looks great on a back bar or home bar.

Vodka

All eyes may seem to be on tequila, mezcal and whiskey, but the vodka category isn’t resting on its laurels. There have been a lot of innovations in this space, such as revisiting traditional processes, playing with flavoring, and even sourcing very specific grapes for production.

Belvedere Heritage 176

As the name suggests, Heritage 176 is an homage to the old ways of producing vodka. To that end, this expression makes use of malting or kiln-drying rye for deeper, more complex flavors.

Hangar 1 Smoke Point

Produced in partnership with Crimson Wine Group, Hangar 1 used smoke-tinged grapes affected by Norther California’s disastrous Glass Fire to create Smoke Point vodka.

Wild Roots Vodka

This corn-based vodka is made in the Pacific Northwest and infused with more than a pound of real fruit. There are several flavors available in addition to the neutral expression, such as winter-friendly Apple & Cinnamon and Cranberry.

Whiskey

This category isn’t just immensely popular, it’s immense in and of itself. It was difficult to narrow it down to just three selections, particularly when it came to bourbon.

Glenmorangie A Tale of Winter

Your guests, staff, family and friends aren’t the only people who wear Christmas sweaters. A Tale of Winter grabs the eye during the holiday season with a label that looks like it’s ready for your restaurant, bar, nightclub or hotel’s holiday party. This Scotch encapsulates the season with notes of cocoa powder, orange toffee, clover, ginger, and cinnamon.

High West High Country Single Malt

It may be an oversimplification to call High Country Single Malt an homage to single malt Scotch but it’s still an accurate summation. When producing the distillery’s latest release, High West uses “on-the-grain” distillation, along with fresh-charred and second-use barrels during maturation.

Redemption Cognac Cask Finish

Bottled at 99 proof, this high-rye bourbon is aged in Pierre Ferrand Cognac barrels. Expect bold but elegant flavors with baking spices, rye and sweetness on the palate.

Woodford Reserve 2021 Holiday Bottle

Every holiday and Kentucky special edition bottle of Woodford Reserve has been a winner. However, I find the artwork on this year’s holiday bottle by Nick Hirst to the best yet.

Wine

Well, in particular, sparkling wine. When it comes to celebrating, it’s hard to beat the craving for bubbles.

Dom Maria

You can’t go wrong with Dom Maria Brazilian Sparkling Brut or Rosé. The packaging is sleek, modern and makes a statement. Both DM expressions are 60 percent Chardonnay, 40 percent Pinot Noir.

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A post shared by Perrier-Jouët (@perrierjouet)

Perrier-Jouët Blanc de Blancs

It’s fair to say that most people are most familiar with Perrier-Jouët’s Belle Époque bottles, adorned as they are with Japanese anemone flowers outlined in gold. However, on episode 56 of Bar Hacks, Maxime Lecocq says that when he sees someone order a bottle of Perrier-Jouët Blanc de Blancs, “they know what they’re doing.”

Yarden Blanc de Blancs

Looking for a Kosher blanc de blancs option for the holiday season? Look no further than Yarden Blanc de Blancs produced by the Golan Heights Winery, currently releasing their 2012 vintage.

Low- and Zero-proof

There are a number of high-quality alcohol-free spirts, beers and other beverages out there. With that number growing, the biggest challenge is deciding which brands and expressions to pick as gifts and add to your menu.

The County Soda Co.

Much attention is paid to the spirits in cocktails, and for obvious reasons. However, crafting the best possible cocktail requires using the best possible ingredients. The County Soda Co. crafts “soda pop for adults” by using real cane sugar and juice concentrates, and by eschewing artificial sweeteners. Proudly produced in small batches in Prince Edward County, Ontario, Canada, County Soda includes flavors such as Root Beer, Cola, Ginger Ale, Blackcurrant Lime, and Orange Cream Soda.

Lyre’s

This innovative brand is named for a bird famous for it’s accurate mimicry of its avian peers, and for good reason. Lyre’s crafts zero-proof expressions that taste like their full-proof counterparts, including sparkling wine and RTDs. You can even purchase cocktail kits that provide everything necessary to make alcohol-free Negronis, Espresso Martinis, and more.

To learn more, fire up episode 28 of Bar Hacks with Tim Rita.

Partake Radler

Ted Fleming started Partake Brewing partially out of frustration. He made the choice to live sober but had no intention of giving up socializing in bars with friends. Unfortunately, the options for alcohol-free beer were incredibly slim. So, he founded Partake Brewing to produce 0.3-percent craft beer. The highly sought-after Partake Radler is back just in time for the holidays!

Learn more from Ted Fleming on Bar Hacks episode 31.

Q Tropical Ginger Beer

How does a tropical take on ginger beer sound? To me, it sounds refreshingly different. I’m a big ginger beer fan, so Q Tropical Ginger Beer, with its agave, mango, passion fruit, and pineapple notes, is intriguing.

Image: Tamanna Rumee on Unsplash

Two shot glasses garnished with salt rim and lemon wedges

November 24, 2021by David Klemt David Klemt No Comments

Thanksgiving Eve by the Numbers

Thanksgiving Eve by the Numbers

by David Klemt

Tonight, guests will be looking to celebrate a bar holiday that’s traditionally lucrative for operators: Thanksgiving Eve, a.k.a. Drinksgiving.

It’s difficult to imagine that any operator or hospitality worker is unaware of Thanksgiving Eve’s status.

Sure, some mark the start of end-of-year celebrations with Halloween or Thanksgiving. However, I feel Thanksgiving Eve truly ushers in the holiday season.

I’d also argue that while retailers have Black Friday and Cyber Monday, operators have the night before Thanksgiving. Yes, New Year’s Eve is also huge, but Thanksgiving Eve is considered the busiest night of the year for bars.

Interestingly, this is a holiday that benefits bars across the nation. In fact, it’s not exclusive to destination cities.

After all, the reason it’s so big, traditionally, is that people are traveling back to their hometowns. And while Thanksgiving is for their families, Thanksgiving Eve is for catching up with childhood and high school friends.

Obviously, there are fantastic bars located in cities outside of their destination counterparts. Hot take, I know.

So, does Thanksgiving Eve deserve its hype ?

The Evidence

Unfortunately, data from 2020 isn’t readily available, for obvious reasons.

However, we do have some data, largely thanks to restaurant management and POS platform Upserve.

One of the simplest ways to analyze Thanksgiving Eve’s impact is to compare it to the previous Wednesday.

Per Upserve, guest counts rose 23 percent in 2018 when compared to the Wednesday prior to Thanksgiving Eve.

Looking at data from more than 10,000 restaurants and bars, Upserve found that guest count totaled 496,883 on November 14, 2018. One week later, that number rose to 643,637.

As Upserve content marketing coordinator Stephanie Resendes says in her Thanksgiving Eve article, “More people = more money.”

Of the 10,000-plus Upserve clients whose data was analyzed, net sales were $17.250 million on the Wednesday preceding Thanksgiving Eve 2018. That number jumped to $22.296 million.

So, looking just at a relatively small sample size from 2018, Thanksgiving Eve’s impact doesn’t seem overblown.

The Drinks

According to Upserve, beer was the year-over-year winner through 2018. It saw the most growth by far on Thanksgiving Eve 2018 when compared to the Wednesday prior and the same period in 2017.

Spirits and wine, at least for Thanksgiving Eve 2018, were nearly tied for second place.

Now, looking at the data for Thanksgiving Eve 2019, spirits saw the most growth overall. Resendes shared that shot sales increased 173 percent on Thanksgiving Eve 2019 when compared to the Wednesday prior.

Tequila led the charge for spirits, rising 156 percent. Vodka saw a 144-percent boost, rum increased 120 percent, whiskey went up 65 percent, and gin saw a lift of 47 percent. For its part, beer sales rose 65 percent.

Not content to simply look at traffic and sales numbers, Upserve also split their clients into four regions. In this way, they identified who parties hardest on Thanksgiving Eve and who needs to ramp things up.

The four regions and their net sales growth from Thanksgiving Eve 2019 compared to the Wednesday prior are below:

Midwest: 34 percent
Northeast: 34 percent
South: 33 percent
West: 22 percent

Clearly, there was still growth in the Western region. However, the Midwest and Northeast led the way, with the South just behind them.

We’ll have to wait to see how Thanksgiving Eve 2021 plays out. We’re still waiting on the numbers from 2020. However, Upserve’s data shows that Thanksgiving Eve remains crucial to restaurants and bars throughout America.

Image: Alena Plotnikova on Unsplash

Array of craft beers arranged on a wooden board for sampling

October 22, 2021by David Klemt David Klemt No Comments

Here Comes National American Beer Day!

Raise a Glass to National American Beer Day!

by David Klemt

American beer drinkers, rejoice! National American Beer Day arrives on Thursday, October 27.

Celebrating America beer on this holiday, as you’re likely guessing, is fairly simple.

After all, the most important element of National America Beer Day is enjoying—*gasp!*—American beer. This is the holiday your beer program has been waiting for!

However, that begs an important question: Does America brew its own styles of beer?

German Beer Styles

People tend to most closely associate beer styles with Germany. And why shouldn’t they?

Just look at the beers Germany pioneered or otherwise made famous, not to mention Oktoberfest and German beer purity law:

Altbiers
Berliner Weisses
Bocks
Dunkels
Dunkelweizens
German Pilsners (It’s widely accepted that the Czech Republic invented Pilsner, also known as Bohemian Pilsner. German Pilsner is normally more bitter than Czech/Bohemian Pilsner, and a bit lighter-bodied. Also, remember that all Pilsners are Lagers.)
Goses
Hefeweizens
Kölsches
Lager (This is the most popular style of beer in the world. Depending on who you talk to, Britain, Bavaria, Germany or Austria invented the first lager.)
Märzens
Schwarzbiers
Weizenbocks

That’s a whole lotta beer styles, and that’s not even every style of beer credited to Germany. Therefore, it wouldn’t have been right to simply jump into American beer styles.

American Beer Styles

So, did German brewers leave anything for Americans to invent or make their own?

Of course they did! Americans have taken to beer brewing like macaroni takes to cheese (what? just go with it):

American Adjunct Lagers
American Amber Ales
American Blonde Ales, aka Golden Ales
American Brown Ales
American Hefeweizens, aka American Pale Wheat Ales
American Pale Ales, aka APAs
American Red Ales
American Stout
Cream Ales
Imperial Pilsners
Imperial Porter
India Pale Ales (Before you aim your pitchfork at me, I know the first IPAs were brewed in Britain. However, there’s no denying that the American craft beer scene has put their fingerprints all over this style with a vast array of substyles.)
Session IPAs
Steam Beers, aka California Commons (Of all styles, this is considered a wholly American creation.)

Now, before the beer snobs say that brewers in the US can’t just put “American” in front of an established beer style and claim it as their own, that’s really not what’s happening.

American brewers find inspiration in the “original” beer styles. That’s undeniable. That doesn’t mean they don’t innovate; American brewers have made some styles even more famous.

As stated above, a perfect example is the IPA. American IPA is a distinct style, differentiating itself from the original style. Additionally, it has been joined by Black IPA, Double IPA, White IPA, and other creative variations.

Celebrate National American Beer Day

Unlike debating who first brewed what beers, which countries should get to claim which beer styles, and what constitutes a unique beer style (should triple and quadruple IPAs be seen as actual styles?), celebrating National American Beer Day is simple.

At this restaurant and bar holiday’s core, all you have to do is showcase the American beers you have on offer.

If you want to go deeper, highlight the village, town, city or state each beer calls home.

And if you’d like to really go hard, pair them with uniquely American fare. Truly go HAM by pairing select beers with their hometown delicacies.

Make sure your draft lines and glasses are beer-clean and beer-ready, tap your guest database to send out marketing emails and texts, promote your celebration on social media, and let the beer flow.

Image: Meritt Thomas on Unsplash

June 16, 2021by David Klemt David Klemt No Comments

Father’s Day Food & Beer Pairings

Father’s Day Food & Beer Pairings

by David Klemt

Father’s Day is right around the corner and while it isn’t usually quite as busy as Mother’s Day, this year could be different.

After all, states and provinces are reopening, and the weather is getting warmer. In fact, Governor Andrew Cuomo announced yesterday that restaurants and bars are no longer subject to social distancing restrictions.

And hey, who isn’t looking for an excuse to get out and return to restaurants and bars?

Now, I’m going to assume that most operators who plan to celebrate Father’s Day this weekend have their promotions in place. However, to help give those promos a boost, I want to share beer pairings for classic Father’s Day menu items.

Of course, these pairings work well on any day of the week, and they’re in no way limited to dads. Anyone who enjoys beer will appreciate operators putting an emphasis on food and beer pairings.

Burgers

One of the most popular foods, particularly for those seeking out comfort, burgers and an array of beers go together. For a classic hamburger, suggest an IPA, APA or Lager. Known for your mushroom and Swiss cheese burger? Brown ales, amber ales and porters work well. Pale ales go well with bacon burgers, and wheat ales and Witbier pair with veggie burgers.

Chicken

Fried chicken is certainly right up there with burgers in terms of comfort foods. And it’s certainly great for Father’s Day. Suggest pairing fried chicken with a Kölsch, Märzen, Helles, and Hefeweizen. For barbecue chicken, recommend a light lager, Pilsner, Saison, Hefeweizen and Witbier. Honey glazed chicken (baked or as wings) work very well with a Kölsch.

Pork

If you have ribs on the menu, there are a few ways to go with beer pairings. Porters, stouts and German lagers are medium- to full-bodied and can stand up to bold, rich flavors and compliment smoke. On the other hand, pale ales and IPAs (lighter versions tend to work better) are lighter but can compliment barbecue flavors as well. Porters and American pale ales sip well with pulled pork sandwiches. A Märzen, Hefeweizen or Porter pairs nicely with pork chops.

Steak

Just like there are several cuts of beef for steaks, there are several beer types that pair well with steak. Brown ales, stouts, porters, IPAs, lagers and IPAs work well for different reasons. Cuts that are more flavorful (ribeye, top sirloin, porterhouse, T-bone) pair well with darker beers (generally speaking). But cuts like filet mignon, known to be lighter in flavor, work well with lighter beers (some lagers and IPAs).

Seafood

Much like steak, seafood presents plenty of variety for beer drinkers. You’ll find that Pilsners compliment many different types of seafood. Generally speaking, lobster dishes pair well with a Pilsner or an IPA (that isn’t too assertive). Pilsners work great with an array of fish, so suggest one with your fish and chips or tilapia. When it comes to many crab dishes, lagers and—yep—Pilsners are excellent recommendations. Wheat beers pair well with mussels, and sours and Goses drink well with oysters.

Grilled Vegetables

When it comes to grilled and charred vegetables, dark beers with roast coffee, malty and chocolate flavors pair very well. Imperial stouts can certainly hold their own with grilled, roasted and charred veggies. However, black lagers and porters are lighter than imperial stouts with similar flavor characteristics, meaning they won’t overpower the vegetables.

Of course, the best way to make winning pairing suggestions is to try them yourself. Even better, include kitchen staff, servers and bartenders and get their feedback. There’s no substitute for being able to make pairing recommendations based on personal experience.

Image: Edward Franklin on Unsplash

April 9, 2021by David Klemt David Klemt No Comments

2020 Craft Brewing Production Infographic

2020 Craft Brewing Production Infographic

by David Klemt

The Brewers Association‘s latest report and infographic reveal 2020 small and independent craft brewery production numbers.

Like their restaurant, bar and brewpub cohorts, brewers are facing enduring struggles due to the Covid-19 pandemic.

However, the Brewers Association did find some good news.

First, the challenges.

Overall Market Drop

The BA’s report reveals that small and independent craft brewer production is down nine percent from 2019. Overall, draught beer sales dropped 40 percent last year.

That equates to an overall market share of 12.3 percent in 2020. Comparing 2020 to 2019, that’s a decline of 1.3 percent.

Unfortunately, 2020 craft brewer numbers also reveal significant job loss for the industry. In comparison to 2019, direct craft beer jobs are down 14 percent.

In terms of small and independent brewery closures, 2020 saw 346 brewers close their doors permanently.

Some Silver Linings

There is some good news for craft beer. Not every closure is attributable to Covid-19.

Reviewing the 2020 numbers, the BA says there are 8,764 craft breweries operating in the United States. That’s an all-time high.

The breakdown is as follows:

220 Regional craft breweries
1,854 Microbreweries
3,219 Brewpubs
3,471 Taproom breweries

Impressively, the number of new craft brewery openings more than double the number of closures at 716.

Per Bart Watson, chief economist at the BA, the total number of craft breweries and openings in 2020 proves the “resilient and entrepreneurial nature” of small and independent brewers.

BA Infographic

You’ll find more information below. The BA’s infographic neatly tells the story of the association’s latest report.

Perhaps the biggest positive takeaway is the steady growth in operational craft breweries. Since 2016, the number of breweries in this category has increased by nearly 3,100.

That’s an average of 785 new brewery openings each year. Given the number of openings in 2020, it’s possible craft brewers will gain ground on the jobs lost over the course of last year.

It’s also likely production and sales numbers will see a boost in 2021 through a culmination of easing restrictions, reopening markets, pent-up demand, vaccination rates, and guest comfort levels.

Infographic: Brewers Association

Image: Hennie Stander on Unsplash

April 5, 2021by David Klemt David Klemt No Comments

This Would Be a Good Time for a Beer

This Would Be a Good Time for a Beer

by David Klemt

New Beer’s Eve and National Beer Day are relatively new American holidays closely related to prohibition and Repeal Day.

I’m sure you’re thinking, “Wait a second—Repeal Day takes place in December. What’s wrong with you?”

First, you’re right. Second, we don’t have time to get into all of that.

However, beer became legal again well before the Eighteenth Amendment was repealed.

The Cullen–Harrison Act

It’s 1933 and a United States Senator and a Congressman sponsor a bill changing the definition of “intoxicating beverage.”

The bill is aptly known as the Cullen-Harrison Act. It doesn’t legalize all beer but it makes it legal to sell beer with alcohol content no greater than 3.2 percent.

Such alcohol content, it’s thought, is so low as to not be intoxicating.

Congress enacts the so-called Beer Permit Act on March 21, 1933. President Franklin D. Roosevelt signs the act into law the next day, and it goes into effect April 7, 1933.

President Roosevelt, signing the Cullen-Harrison Act, famously says, “I think this would be a good time for a beer.”

National Impact

Beer drinkers—and very likely people just looking for a legal drink—rejoice, obviously.

Across the United States, people gather in droves outside breweries. According to reports, people will consume 1.5 million barrels of beer the day the Cullen-Harrison Act becomes the law of the land.

Fast forward to 2009. Justin Smith, who lives in Richmond, Virginia, at the time celebrates the first National Beer Day. Smith sets off a chain of events involving social media and Untappd. In 2017, Virginia officially recognizes National Beer Day.

Let’s Celebrate!

National Beer Day is accompanied by New Beer’s Eve.

The latter celebrates those brave and thirsty souls that lined up outside our nation’s breweries the day before the Cullen-Harrison Act went into effect.

We get to celebrate two beer holidays this week: New Beer’s Eve on Tuesday and National Beer Day on Wednesday.

New Beer’s Eve is an excellent day for operators to showcase their newest beers.

Both days are ideal for highlighting 0.0 and 0.5 beers, along with what we now refer to as “session” beers (5.0 percent and lower).

Oh, and don’t forget to use President Roosevelt’s famous quote when promoting these two holidays: “I think this would be a good time for a beer.”

Image: cottonbro from Pexels

January 14, 2021by David Klemt David Klemt No Comments

Athletic Brewing Co. Proves Viability of Alcohol-free Beer

Athletic Brewing Co. Proves Viability of Alcohol-free Beer

by David Klemt

Doubters and detractors of non-alcoholic beer have only to look at Athletic Brewing Co. to understand the category has a long, bright future ahead of it.

Athletic Brewing opened its first taproom in Stratford, CT, back in May of 2018. A month later, the non-alcoholic brewer signed on with a distributor to launch two of their flagship beers statewide. Two years after that milestone was reached, Athletic took over a 100,000-barrel capacity facility in San Diego once owned by Ballast Point.

That would be impressive growth for any brewer, traditional or non-alcoholic. But there’s another element that really highlights the explosive growth and potential of Athletic: investment rounds.

In August of 2017, Athletic raised $250,000 in seed funding. One year later, in September, the brewer raised $500,000 in another seed funding round. A third funding round resulted in $3,122,221 in December 2019. And then came March 2020: Athletic raised $17,500,000 in Series B funding.

According to a report written by Kate Krader and published earlier this week by Bloomberg, some of Athletic’s investors are celebrities, something that had remained quiet for a few years now.

David Chang, the founder of Momofuku, NFL players Justin Tuck and JJ Watt, and Lance Armstrong are some of the celebrity backers identified by Krader as Athletic Brewing Co. backers. According to Crunchbase, Blake Mycoskie, founder of TOMS Shoes, participated in the 2020 Series B funding round.

That these investments remained under the radar shows that celebrities and other investors believe Athletic and the non-alcoholic beer category is here to stay.

We’ve grown accustomed to celebrity-backed spirits and wines. At least three celebs have scored massive paydays in spirits. George Clooney and Rande Gerber sold Casamigos to Diageo for $1 billion in 2017. Last year, Aviation Gin, owned by Ryan Reynolds, sold to Diageo for a deal worth up to $610 million.

Athletic is one of the brewers we showcased in our January 1 article “0.0 to 0.5 Beers to Know for Dry January and Beyond.” We shared some of Athletic’s story and how founder Bill Shufelt was motivated to fill a void in the market. Namely, refreshing and flavorful non-alcoholic craft beers.

Shufelt, like so many people who have chosen to live an alcohol-free lifestyle or reduce their alcohol intake, still enjoys going out to bars and restaurants to socialize. Athletic and other non-alcoholic brewers offer guests a drinking and dining experience without a sacrifice in quality.

I can clearly see an opportunity for people to invest in Athletic Brewing Co., Partake Brewing, WellBeing Brewing, Surreal Brewing Company, and others moving forward. It’s obvious that craft non-alcoholic beers have a future beyond Dry January, and it’s likely more talented brewers and celebrities will enter the category. In fact, 2021 may be the Year of NA Beer.

Image: Athletic Brewing Co.

December 18, 2020by David Klemt David Klemt No Comments

How a Famous Pub Combo May Help Combat Climate Change

How a Famous Pub Combo May Show Us How to Combat Climate Change

by David Klemt

A small UK start-up has pioneered a solution to climate change that other country’s can follow.

And it centers around a wildly popular combination ordered in pubs throughout the United Kingdom.

Beer and crisps is a combination as ubiquitous in the UK as fish and chips, bangers and mash, and steak and chips.

It turns out that the pairing may be more than just a delicious drink and snack pairing—it may just save the planet.

Alright, that may be hyperbole. But one company has found a way to cut carbon dioxide emissions and reduce manufacturing waste using beer, crisps and innovation.

CCm Technologies, formerly CCm Research, is a small cleantech firm that focuses on capturing and converting carbon dioxide so it can be used by industries like agriculture and food production.

After a successful trial, Walkers, a UK brand owned by PepsiCo and based in Leicester, England, announced their intention to install CCm Technologies equipment at their factory.

The plan will work like this: Carbon dioxide captured during the fermentation process at breweries will be mixed with potato waste and converted to fertilizer. That fertilizer will be used to grow the next crop of potatoes destined to become Walkers crisps.

Walkers makes crisps (North Americans, think of them as potato chips), and the company says the plan will cut their mission by 70 percent. Breweries tend to produce significant amounts of carbon dioxide during their fermentation processes.

While the breweries that will participate in the Walkers-CCm scheme have yet to be announced, the plan will help reduce the carbon dioxide emissions they and the PepsiCo-owned brand generate.

Americans and Canadians also love beer and potato chips, so the plan has huge potential for North America, as well. In addition to Walkers, PepsiCo owns Lay’s, Tostitos, Cheetos and Fritos brands. If the circular carbon dioxide and food waste reduction plan works out in the UK, it would be great to see it implemented in the US and Canada.

In the (hopefully near) future, bartenders and servers in the US and Canada may offer guests a planet-saving yet classic combo.

Image: StockSnap from Pixabay