By Steve Hindy, Tom Potter
What do you get if you move a journalist and a banker? A brewery, of course.
"A nice urban must have nice beer. long island eventually has, because of Brooklyn. Steve Hindy and Tom Potter supplied it. Beer college explains how they did it: their error in addition to their triumphs. Steve writes with a journalist's skepticism-as even though he has forgotten that he's reporting on himself. Tom is even much less forgiving-he's a banker, finally. the interior tale reads every now and then like a cautionary story, however it is an account of a very good and welcome achievement."
—Michael Jackson, The Beer Hunter(r)
"An available and insightful case research with outstanding perception for aspiring marketers. And if that's now not adequate, it's all approximately beer!"
—Professor Murray Low, govt Director, Lang middle for Entrepreneurship, Columbia company university
"Great classes on what each first-time entrepreneur will adventure. Being down the block from the Brooklyn Brewery, I had firsthand witness to their optimistic effect on our neighborhood. I supply Steve and Tom's publication an A++!"
—Norm Brodsky, Senior Contributing Editor, Inc. journal
"Beer tuition is an invaluable and pleasing publication. In essence, this can be the tale of beginning a beer company from scratch in long island urban. The product is one readers can relate to, and the industry is as tricky as they get. What a enjoyable problem! The booklet may also help not just these marketers who're beginning a enterprise but in addition these attempting to develop one as soon as it really is tested. Steve and Tom write with enthusiasm and perception approximately development their enterprise. it's transparent that they realized much alongside the best way. Readers can examine from those classes too."
—Michael Preston, Adjunct Professor, Lang heart for Entrepreneurship, Columbia company university, and coauthor, The street to good fortune: the way to deal with Growth
"Although we (thankfully!) by no means needed to care for the Mob, being held up at gunpoint, or having our beer and kit ripped off, we certainly pointed out with the demanding situations confronted in these early days of cobbling a brewery jointly. the disclosing tale Steve and Tom inform approximately companions coming into a enterprise out of ardour, in an they knew little approximately, being heavily undercapitalized, with a very naive marketing strategy, and their final good fortune, is an inspiring tale."
—Ken Grossman, founder, Sierra Nevada Brewing Co.
Read Online or Download Beer School: Bottling Success at the Brooklyn Brewery PDF
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Additional info for Beer School: Bottling Success at the Brooklyn Brewery
And something seemingly minor, which my dad dismissed as irrelevant, intrigued me. In his youth, Steve had been voted “outstanding newsboy” in Ohio. Steve was convinced he could be the salesperson and manager we would need. Though he had no professional sales experience, I was inclined to think he did have the aptitude. Moreover, I knew that I did not. In the end, Steve sold me on his salesmanship. Most important, before either of us actually committed to the business, we began to work together, thinking through the idea privately and talking to others about it.
She seemed to be charmed by my persistence, in spite of herself. Eventually, she sent me a press kit about Milton. The sheer bulk of his PR seemed designed to scare me away. There were profiles in Time magazine and the New York Times, as well as listings of his historic work. But this only spurred me on. I continued to call the receptionist daily, talking about the weather, the news, anything to develop a relationship with her. Eventually, I wore her down. ” she said one day. “Okay. ” She put Milton on the line, and I blurted out our plan for Brooklyn Eagle Beer.
This was going to be a very tough business to succeed in, he said, and in my partner I was potentially saddling myself with someone whose only contribution was the original idea. I might have to pull the brunt of the managerial load myself, and for a long time. Was I ready for that? STEVE TELLS HOW CHOOSING A PARTNER IS LIKE A SECOND MARRIAGE ★ 17 Steve didn’t look like the ideal partner in 1986. For one thing, he was my upstairs neighbor and a friend. I was skeptical about turning a friendship into a partnership.