By Anthony St. Clair
For the Oregon Beer Growler
It used to be that you just had to make good beer, but in today’s competitive industry good beer isn’t even a starting point. That’s why, in 2013, Oregon State University’s Professional and Continuing Education program (PACE) began offering their Craft Brewery Startup Workshop as a way to give fledgling brewers a boot camp-style overview of all the essentials of launching a brewery.
“There is so much more to the craft brewery business,” says Emily Henry, PACE program manager. “Our workshop covers all of those topics and ties together the business and production sides of the industry in a compact format.”
This year’s workshop was held in Eugene Feb. 25 through March 1, with the first three days at Lane Community College’s Center for Meeting and Learning, and the last two days at Ninkasi Brewing. Twenty people from Oregon and at least nine other states — including one student based in Central Asia’s Kazakhstan — came to learn from experts who had experience in everything brewing. Topics ranged from licensing and following regulations to ingredient and equipment sourcing as well as building a company culture.
“I attended the workshop to gain a three-dimensional insight into what it takes to operate, run and keep a brewery running successfully,” says Laura Dunn, who along with her fiance co-owns startup G Town Brewery in Greenville, Texas. “I am at the beginning stages of my brewery setup and wanted to gain as much knowledge as possible to know what I'm getting myself into!”
The first portion of the workshop highlighted the business and entrepreneurial aspects of planning and starting a craft brewing enterprise, including brewery case studies, with the goal of preparing students to draft or enhance their business plan. During the second portion, Ninkasi founders and key personnel offered their insights, along with stories of the good, the bad and the ugly of Ninkasi’s 10 years in the business. The course finished up with interactive sessions and a panel discussion. Course instructors were also available to review student business plans.
“You learn about ingredients, talk to real brewers. This is a good crash course for exposure to all those key areas,” says Ninkasi CFO Nigel Francisco, one of this year’s instructors. “It’s hands-on. They see the equipment, talk to the people who brew the beer and source the ingredients. They hear about our pitfalls and successes, and then can apply them to their own business.”
PACE and Ninkasi have collaborated on the workshop for four years. Henry credits the partnership’s success, in part, with Ninkasi’s willingness to pull back the curtain and give an in-depth look at the logistics of running a brewery, with sessions led by their CFO, COO, co-founder and Technical R&D and Quality team.
“Ninkasi has had tremendous growth over the last 10 years while also maintaining their core values and ethics as a business,” says Henry. “They stay true to themselves, both in their business and in their beer, and it is amazing for our upcoming craft brewery owners to see this success and the thoughtful management that is behind it.”
The workshop allows prospective brewers to “hear the challenges and opportunities in the industry as we see it in our position,” says Francisco. He credits co-founder Jamie Floyd’s background in brewing as helping Ninkasi weather startup challenges and growing pains, which may have been harder had there not been someone who was familiar with the ups and downs of the industry. “You have to think about strategy, legality, regulation, work force, how to run a brewery or pub,” says Francisco. “You might make a great beer, but when you take that next step you have to be able to make it all fit together.”
For Francisco, he knew that giving brewers insight into the financials would be a needed perspective. “You can’t grow 100 percent year-over-year for 10 years, so how do you plan for that?” he asks. “What’s a sustainable growth percentage, and what does that mean to you? Do you want to be small, big, boutique, have more locations? Pick what you want and match your strategy to the brewery you want to be.”
After all, sometimes people get into brewing simply because they want to make beer — but there is a world of difference between brewing beer and running a brewery. Many of this year’s students found the workshop eye-opening in regards to the business side of running a production brewery or brewpub.
“I gained the confidence to push forward with my business with more knowledge and expert advice,” says Texas startup co-owner Dunn. “Everything from legal information to how to design my brewhouse. I learned things I didn't even think of, such as having a ‘concept’ and the strategic planning to help organize and prepare my brewery.”
Perhaps even more important is understanding that while there are others in the industry who are willing to help, your operation ultimately is your operation — from compliance and sanitation to payroll and personnel. “Nobody is going to do these things for you,” says Francisco. “The buck stops with you.”
That’s one of the many things Laura Dunn is taking back to Texas. “It was brilliant and I would recommend anyone who is thinking of starting their own brewery business to take this course,” she says. “I came out feeling much more prepared.”
Other OSU PACE Beer and Cider Workshops:
Beer Quality and Analysis Series May 15 through June 19, online, June 19-23, Corvallis
Craft Cidery Startup Workshop June 11-15, Portland
Cider and Perry Production July 17-21, Corvallis
Origins of Beer Flavors and Styles — Check website for next year’s dates.
By Anthony St. Clair
For the Oregon Beer Growler
In today’s fast-paced industry, it’s easy to forget that the modern craft beer revolution hasn’t even hit middle age yet. At Oregon State University, the Oregon Hops and Brewing Archives (OHBA), the first brewing archive in the U.S., saves and shares the story of hop production and the craft brewing movement in Oregon.
“We do this by collecting historical materials, conducting oral histories, sharing best practices for maintaining records and assisting with historical research,” explains Tiah Edmunson-Morton, main curator for OHBA (she also blogs about her work at thebrewstorian.tumblr.com). “In line with OSU's land-grant mission, this archive focuses on local agricultural, business and heritage communities, connecting OSU to the much larger story of brewing and hop growing in our region.”
Located on the fifth floor of The Valley Library at OSU, OHBA began in summer 2013 as part of the OSU Libraries & Press’ Special Collections and Archives Research Center. Edmunson-Morton works closely with staff in OSU Special Collections and Archives, the digital production unit and library administration. A student worker aids with research and a graphic design student recently designed a beer history board game.
Edmunson-Morton has collected oral histories from notable figures such as McMenamins’ historian Tim Hills along with beer writers John Foyston and the late Fred Eckhardt. Current projects include scanning brew sheets for the first 2,000 brews at McMenamins Hillsdale, Cornelius Pass Roadhouse and Fulton breweries. Portland Brewing’s Fred Bowman granted access to news clippings about the early years of Portland Brewing, as well as photos showing the remodel of the building at the original Northwest Flanders Street location in advance of the brewery’s opening in 1986. OHBA is also collaborating with the Multnomah County Library on “Portland Brew History,” a digital exhibit featuring materials from 15 breweries.
“I feel so lucky to be working on something so fun and culturally/scientifically significant,” says Edmunson-Morton.
University, Industry Are Key Partners
It’s only natural that OHBA is part of OSU. The Corvallis public university is renowned for its hops breeding, brewing research and Fermentation Science program. Edmunson-Morton works closely with all of them, as well as the beer and cider sessions staff in Professional and Continuing Education to discover and procure new materials and stories.
In addition to oral histories with hop growers, OHBA has records from the Oregon Hop Growers Association and the Hop Research Council and is reviewing hops industry photos and research reports from the 1920s-1950s. Edmunson-Morton has collaborated with the Benton County Historical Society to convert tapes of oral histories with pickers and growers from the early 1980s. “We also scanned a set of questionnaires from that same oral history project,” she says. “That give a really interesting insight into the conditions in the fields in the 1930s.”
OHBA also sources documents and histories through newspapers and other periodicals, such as Zymurgy and The Amateur Brewer, as well as newspapers. “I’d like to continue to collect research files, pictures and publications from beer writers,” says Edmunson-Morton. “We are also looking at expanding the archive to more actively highlight and collect materials related to barley. Who knows? This may lead to a name change if we include yeast too.”
The Art of Beer
Rep. Peter DeFazio and OSU President Ed Ray were among the first to come to OHBA’s opening day for “The Art of Beer: What’s on the Outside.” Celebrating the work of brewers and artists in Oregon through beer labels, the public walk-through exhibition was planned to be open during April and May 2015, but instead closed at the end of July.
With items dating back to the early 1980s, The Art of Beer showed that labels are more than just marketing or advertising. “While the range of art on labels and coasters itself was important,” says Edmunson-Morton, “I also wanted to look at identity, branding, the process of creating art and the simple artistry that goes into … such a small bit of visual real estate.”
Beer labels are a snapshot, she explains: telling customers about the company, the taste or style of beer, the experience you are likely to have. “They are also connecting with consumers as artists, creating something beautiful and evocative,” says Edmunson-Morton. “When you saw the bottles on store shelves or labels on tap handles you were picking up clues about the beer, the brewery, etc. But when you saw those labels enlarged on a wall, they turned into something much more: art.”
However, a sort of meta-exhibition was also at work. Archivists and curators “make choices about what you see, labeling items to categorize them, grouping them with other items, and asking the viewer to consider and examine them in a constructed way,” says Edmunson-Morton. “Advertisers work in the same way by inviting you to draw a quick meaning and conclusions based on what is on the outside, and then asking you to make a decision and interpretation about what’s inside.”
A Community-Based Archive
While of interest to brewing hobbyists, professionals and academics, the archive is also part of the public’s awareness about the history of a vibrant modern industry. “People don't know how interesting and important what they have is, or think the posters they produced three years ago aren't historic,” says Edmunson-Morton. “With an archive like this, three years ago is certainly history!”
OHBA is actively asking the public, brewing industry, and homebrewing community to contribute new materials, such as photographs, news clippings, publications, books, recipes, coasters, taplists, menus, and/or any records for breweries and hop growing operations.
“The way an archive grows is by adding materials, but the way we save a history is by sharing it and telling its story,” says Edmunson-Morton. “I want this to be a community-based archive, which means that we collect materials that tell the story of the cultural and industrial communities, but also the story by the communities. It's not just my story to tell.”
Questions, donations and contributions:
Tiah Edmunson-Morton, OHBA Curator
541-737-7387 / firstname.lastname@example.org
Visit the Archives:
Special Collections and Archives Research Center, Valley Library Fifth Floor, Oregon State University
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