By Pete Dunlop
For the Oregon Beer Growler
Portland Beer Week returns for 2017, its seventh year, with a calendar packed full of events, as well as some new twists. It runs Thursday, June 8 through Sunday, June 18.
This year’s official beer is Hop Berry IPA, brewed with marionberries by Culmination Brewing. It will be available on draft and in limited-edition bottles at Whole Foods Markets and other beer-centric retailers in the Portland area.
Although beer is the main focus, Portland Beer Week extends that theme. It features a variety of activities that happen alongside opportunities to enjoy great beer. The event is effectively a celebration of Portland’s beer, food and arts culture rolled into one.
“Our goal is to showcase the world of beer in the greatest beer city on earth,” said Ezra Johnson-Greenough, Portland Beer Week founder. "We do that through brewer’s dinners, tastings, educational seminars, festivals, games and more.”
One of the big additions this year is an indoor Marketplace at the Kickoff Party, Thursday, June 8. Beer-related merchandise will be available for purchase along with free food and drink samples. The party will be split across two separate levels: the Exchange Ballroom and the Cascade Rooftop, which features spectacular views of the city.
“I’m really excited that folks like the Oregon Cheese Guild are joining us and our collaborative beer and food project vendors like Salt & Straw ice cream and Blue Star Donuts,”
Johnson-Greenough said. “Kickoff attendees can sample spirits, chocolate, jerky, hop candy. We’ll have beer schwag, too.”
Another addition this year is the Dinner Series, which features a handful of collaborations between top local breweries and chefs. Organizers have built the schedule to avoid piling up dinners on the same date.
“I’m looking forward to Firestone Walker at Hair of the Dog, Culmination Brewing at The Woodsman, Block 15 and Ruse at an Imperial Session pop-up dinner and Modern Times at Pizza Jerk,” Johnson-Greenough said.
Returning this year is the Seminar Series, presented by Oregon State University and the HR Group. Several forums will explore subjects like beer industry branding, starting and building a brewery from nano to production, sustainability in brewing, barrel-aging beers and the making of sour and wild ales.
The beer event schedule jumps into action shortly after the Kickoff Party with the Fruit Beer Festival at Burnside Brewing, Friday, June 9 through Sunday, June 11. Billed as the premier showcase for brews spiked with fruit, the all-age event also features local vendors, food, DJs and non-alcoholic drinks.
“We’ve moved back to Burnside after last year’s experiment in the Park Blocks,” Johnson-Greenough said. “We’re spreading the beer stations out and the venue will have more shade and seating than in previous years at Burnside. We’ll also have more help at check in to speed entry.”
Next up is Masters of IPA, an invitational event highlighting 14 of America's best brewers of the hopped-up style. It moves to a larger venue, Ecliptic Brewing, and includes collectable glassware and meet-the-brewers sessions on Friday, June 16.
The Rye Beer Fest, in its sixth year, returns with a new date and venue: the Happy Valley Station indoor/outdoor food cart pod and taproom on Saturday, June 17. The all-age event will feature more than 20 beers and 18 food carts.
Portland Beer Week’s official finale, Snackdown, is back for a second year on Sunday, June 18. Presented by Gigantic Brewing and taking place in The Evergreen event space above Loyal Legion, it offers more brewer and chef pairings.
“It’s going to be another great year for Portland Beer Week,” Johnson-Greenough said. “We’re reaching out to tourists and casual beer fans in our marketing efforts and it seems like we’re getting more of those folks. Attendance has been increasing every year and I’m confident it will again.”
Follow Portland Beer Week’s social media channels for updated news and information. Advance tickets for most events are available online.
By Aaron Brussat
For the Oregon Beer Growler
If you think of Portland’s beer scene as the sun, Portland’s beer festivals would be its solar flares, sunspots and cosmic wind. It’s always burning — exothermic blasts of molten malt, hops, yeast and beards swirling and bubbling with every new beer release party. A tower of foamy fire appears on the horizon; we shield our eyes and say, “Oh look, a beer festival!”
Every beer festival fills a niche, and many open beer drinkers’ eyes to what lies just beyond their experience, that errant bottle in the back of the fridge. Portland Farmhouse Weekend provides a city-wide opportunity for beer lovers to go deep into a largely misunderstood sect of beers. The “Weekend,” set for Friday March, 31 through Sunday, April 2, is an extension of the Portland Farmhouse & Wild Ale Festival, now in its fifth year, held at Saraveza Bottle Shop.
To say that founder Ezra Johnson-Greenough has a few beer festivals under his belt is an understatement. He’s been conceiving and organizing events in Portland for years. Johnson-Greenough started the Portland Fruit Beer Fest, and his fingerprints are all over Portland Beer Week and many other tap-related happenings. Some are annual; others spring up and are gone, not unlike styles of beer on a taplist suited for today’s fickle consumer.
Johnson-Greenough’s goal for the Farmhouse & Wild Ale Festival is to “make it the best fest of its kind. We’re increasing the size of tents, hours and beer. The last couple years have been more stagnant. There was no marketing budget for the fest.”
This says a lot about the popularity of the event; Saturday’s general session last year was packed shoulder-to-shoulder with people vying for tastes of rare beers from big names like The Ale Apothecary and Jester King Brewery.
In expanding the festival, Johnson-Greenough has also expanded the concept. On top of Upright Brewing’s eighth anniversary party, beer releases and educational seminars around town, Wander Brewing, from Bellingham, Wash., will bring its 25-barrel coolship to town for a collaboration brew with Breakside Brewery. The project will generate beer for the event in coming years.
The festival includes a beer release specifically for attendees. Last year, The Commons Brewery produced The Croze, a pale beer fermented in open-topped barrels (croze is a cooperage term referring to the groove at either end of the barrel that holds the head in place). This year’s very limited release is a lambic-style beer from Logsdon Farmhouse Ales. Brewer Shilpi Halemane, who’s been at the Hood River brewery a year-and-a-half, started a program of beers brewed in the “Methode van Lembeek” with veteran wild ale brewer Curtis Bain. For the festival, “We thought it might be nice to showcase and sneak preview a single barrel that tasted really good.”
The beer, Saraveza Sour, is brewed with Pilsner malt, raw wheat and aged hops. The brewing process uses a multi-step mash (raising the temperature several times to activate different enzymes) and a two-hour boil. The beer is transferred from the kettle to a coolship — a wide, shallow metal vat open to the country air. There it picks up a bevy of microscopic hitchhikers that will eat their way through the complex sugars in the wort. The inoculated wort is transferred to conical fermentors for two weeks before it is racked into used American oak barrels.
The final product is “in the 5.5% alcohol range. It is tart and Brett-forward with a funky aroma, very clear and bright. It has a classic lambic profile; that’s kind of the goal.”
More and more breweries in the country are experimenting with spontaneous fermentation. They pay homage to the classic Belgian appellation while showcasing the “terroir” of local yeast and bacteria. The wort can be produced in the same way anywhere, but it is the surrounding air that ultimately gives the beer its personality.
What Is Farmhouse Beer?
In our modern era of opaque, flesh-colored IPAs that taste like the Tropicana test kitchen, it’s easy to lose sight of the creative work being done with Oregon’s state microbe Saccharomyces cerevisiae (ale yeast) and its cousins Brettanomyces (a “wild” yeast), Lactobacillus (a common fermenting bacteria), and others — the fermenting family tree is more like a forest.
Most brewers will credit Saison Dupont as the godfather of farmhouse-style beers. It was first imported to the United States in the 1980s, and helped to usher in the idea of beer as a flavorful beverage. It defies accurate reproduction by way of its yeast, which some speculate to be a blend of strains. With a simple malt and hop regimen, the beer gets its particular spicy-fruity profile from unusually high fermentation temperatures.
The new, Americanized genre of “farmhouse” beers encompass a range of styles, flavors and colors, as their origins are multifarious and knotted in untold agrarian histories.
“I like how broad a term it is for the range of things you can use,” says Halemane. “I dislike it for the same reason. If I read a description and it says ‘farmhouse ale with cherries,’ that could mean anything.” At Logsdon, “By virtue of brewing it in a barn, we could make anything and call it a farmhouse ale.” Very tricky. Overall, the farmhouse flavor relies on the characteristics of fermentation and is augmented with the brewer’s choice of malt, hops, wood, fruit and/or spices.
The Farmhouse & Wild Ale Festival has one rule: only U.S. farmhouse-style beers.
“There’s no reason to discriminate if it was made on a farm or not,” says Johnson-Greenough. “It matters how good it is. I’m looking for yeast-forward, Belgian-inspired beers from breweries known for their farmhouse beer — mostly. It’s a very exciting year because there’s more and more options.” Some of the breweries making their debut this year include Alesong Brewing & Blending, Astoria’s new Reach Break Brewing, Wolves & People Farmhouse Brewery and Yachats Brewing.
Learn more about Portland Farmhouse Weekend at portlandfarmhousefest.com.
A discussion on brewery distribution took place during Portland Beer Week in June. Panelists included (from left to right) Derek Hass from Columbia Distributing, Eric Banzer-Lausberg from Migration Brewing, Marty Ochs from E3 Craft Strategies and Bob Repp from General Distributors. Photo by Patty Mamula
By Patty Mamula
For the Oregon Beer Growler
Any brewer who’s considering distribution needs a solid plan, said Derek Hass, director of craft and import at Columbia Distributing. Hass was one of four panelists at the “Distribution: The Struggle is Real!” workshop, held at The Labrewatory in Portland during Portland Beer Week in June.
More than 40 people crowded into the brewery testing lab and bar to get the inside story on distribution. About half the brewers there were self-distributing, while others had a distributor or didn’t distribute at all. Several were in the planning stage of a brewery and four of them were anywhere from a few months to a year away from opening.
Panel moderator Marty Ochs was the vice president of sales at Ninkasi Brewing Company and now heads up E3 Craft Strategies to help startups with marketing and distribution.
Ochs works with 10-15 breweries a year. “Not one has an operating budget,” he said. “You can’t go to market if you don’t know what you’re going to spend when you go to market.” He emphasized that brewers should conduct a thorough market survey when considering entry into a new market. “Spend weeks, months figuring where you want to sell, what the competitions looks like, determining a budget.”
Bob Repp, vice president of craft/specialty beverage for General Distributors, also stressed the importance of planning. “What’s your budget? Capacity? How will you differentiate your brand? When looking at opening a new market, vet the distributor there. Go out and talk to buyers at bars and retailers,” he said.
Eric Banzer-Lausberg, co-owner of Migration Brewing, represented the small, independent brewer and self-distributor. “We opened in 2010 without a budget when the economy was shit. We did all the buildout ourselves. We knew we could succeed and our beer got better and better. After a year or so, we started to distribute kegs in an old 1983 Mercedes with a door that didn’t work. It was an exciting time because it was our own beer and our own investment in distribution,” he said.
Ochs asked Hass and Repp, “How do you walk new breweries through the process, step by step?”
They said there was no formula, no handbook.
Hass said, “Every brewery we talk to is a different situation. You might have good beer, but shitty packaging or vice versa. We help you navigate the waters of the beer business.”
Repp said, “Know what your distribution and volume goals are. Do you want to be mainstream or entry level? What does success look like for you?”
Migration’s Banzer-Lausberg said, “Know who you are and where you want to go. Everyone was chasing IPA when we started. We decided to make pale ale our niche. That was our starting point. We focused internally and worked on the pub first and self-distribution second.”
Ochs said there’s a perception you’ll make tons of money self-distributing. There are, of course, advantages but also some disadvantages. Pros to self-distributing are close control of product and message, said Repp. “You can control all aspects, including when and where you will grow. And you retain your margins.” Cons are trucks, storage, cash, accounts receivable, liability, kegs and the labor to move them around. “When you’re brewing and distributing, you’re running two breweries. Still, if your goal is hyper-local, go for it,” he said.
Hass agreed and said that the mechanics, the delivery and the labor all cost money. With distribution you lose some — around 30 percent — but that’s the cost of doing business.
The watchword for the group was planning.
Ochs said, “Come to a distributor with a plan, a vision. Be honest about it. What support tools do you have? Ask what you might be missing? Tell me what you’re looking for in a brand.”
Repp said, “Know what your pricing will be. Know how much your beer costs to make. Take that pricing and build a calendar of brands with several seasonals and one-offs. Communicate to the distributor what the release calendar looks like. What incentives will you use to get the sales reps to sell your beer?”
“Know your business. We won’t be experts on your business,” said Columbia’s Hass.
Migration’s co-owner told participants the beer has to be good when building your brand. “Do not send out mediocre beer. Make sure you have ingredients. Hops. Everyone wants Northwest hops. You have to secure them now. We have ours contracted for five years. Yes, it’s scary to think this is what we’re going to make for the next five years. Cooler space is crucial. If we have a bad week of sales and don’t have cooler space, we’re in trouble. If we brew and keg it, we have to sell it.”
Sales and distribution is connected to everything, said Ochs. “Know what success is to you. Oakshire Brewing was going down a rabbit hole for eight years. Then they realized they didn’t want to be Ninkasi. Get to the level that’s right for you. Volume is not the metric. It’s about the gross profits that you bring in on the beer.”
The final tip, and maybe the best in keeping with the adage of saving the best for last, was to invest in your brand. Hass said, “Invest like you want your distributor to invest in you. Put some feet on the street.”
Ochs elaborated on this idea. “The brewery’s job is to create customers at two levels, the end consumer and the retailers.” He advised hiring someone to make marketing calls.
Hass described this as a partnership. “We need you, the brewer, to educate — to tell the story. That way you can tell the distributor that the bars want your beer. The customers want it.”
As the craft beer field becomes saturated with more and more choices, it’s increasingly important to find ways to stand out in a crowded field. Working with your distributor to market your beer will help you both sell more beer.
Q: As a brewer in Portland, why would I make another double IPA?
Migration: Because they sell. IPAs sell 4 to 1. That’s why we do it.
Columbia: Do we want more IPAs? Not necessarily. We don’t want to sell an IPA-only brewery. We can’t predict the future and it’s tricky to know. Not a lot of breweries have a flagship beer that’s an imperial expensive IPA.
General: Find your niche. Everybody comes to us with IPAs. We’re a small distributor. We work with 50 breweries now. Bar owners now are looking for sessionable beers.
Moderator: Don’t follow the market. If you’re following the market, you’re too late.
Q: Can you do some self-distribution if you have a distributor?
Moderator: Yes. Your agreement with a distributor might define an area that you want to self distribute and the area you want them to distribute. Ninkasi self-distributes in Eugene. You can have distribution by county.
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