1 00:00:00,000 --> 00:00:02,636 (female announcer)   Production funding   for Behind the Headlines 2 00:00:02,636 --> 00:00:04,471 is made possible in part by.. 3 00:00:04,471 --> 00:00:07,441 (male announcer)   The Bartlett Area   Chamber of Commerce 4 00:00:07,441 --> 00:00:12,479 and its member A2H - engineers,   architects and planners creating 5 00:00:12,479 --> 00:00:15,515 an enhanced quality of life   for our clients and community. 6 00:00:15,515 --> 00:00:19,219 To learn more about   A2H's services and markets, 7 00:00:19,219 --> 00:00:21,221 visit A2H.com. 8 00:00:31,331 --> 00:00:33,600 - The growth in the local beer community tonight 9 00:00:33,600 --> 00:00:35,002 on Behind the Headlines. 10 00:00:35,002 --> 00:00:51,251 [theme music] 11 00:00:51,251 --> 00:00:53,754 I'm Eric Barnes, publisher of The Memphis Daily News. 12 00:00:53,754 --> 00:00:54,888 Thanks for joining us. 13 00:00:54,888 --> 00:00:56,890 I'm joined tonight by Brice Timmons, 14 00:00:56,890 --> 00:00:58,892 co-founder of High   Cotton Brewing Company. 15 00:00:58,892 --> 00:00:59,893 Thanks for being here. 16 00:00:59,893 --> 00:01:00,894 - Thank you. 17 00:01:00,894 --> 00:01:02,896 (Eric)   Drew Barton is co-founder   of Memphis Made Brewing Company. 18 00:01:02,896 --> 00:01:03,897 Thanks for being here. 19 00:01:03,897 --> 00:01:04,898 - Absolutely. 20 00:01:04,898 --> 00:01:07,267 (Eric)   Kevin Eble is managing   partner of Hammer & Ale. 21 00:01:07,267 --> 00:01:09,069 Thanks for being here. 22 00:01:09,069 --> 00:01:11,705 And Madeline Faber, reporter   with The Memphis Daily News. 23 00:01:11,705 --> 00:01:12,706 Thanks for being here. 24 00:01:12,706 --> 00:01:13,974 So, it was funny. 25 00:01:13,974 --> 00:01:15,976 We were talking before the show. 26 00:01:15,976 --> 00:01:17,177 You all were founded in 2013. 27 00:01:17,177 --> 00:01:20,647 And it seems like the beer community just anecdotally in 28 00:01:20,647 --> 00:01:22,649 terms of the number of brewers and just the.. 29 00:01:22,649 --> 00:01:25,485 If you go to restaurants in town or if you go to stores in town, 30 00:01:25,485 --> 00:01:27,754 there is more local beer everywhere. 31 00:01:27,754 --> 00:01:30,958 Obviously Wiseacre has made a lot of news with the possibility 32 00:01:30,958 --> 00:01:33,593 of putting a brewery in the Coliseum. 33 00:01:33,593 --> 00:01:36,029 But why beer for each of you? 34 00:01:36,029 --> 00:01:38,031 Because it's more than a small thing. 35 00:01:38,031 --> 00:01:41,401 I mean, it's a huge commitment both business wise and so on. 36 00:01:41,401 --> 00:01:42,703 And I'll start with you, Drew. 37 00:01:42,703 --> 00:01:43,704 Why beer? 38 00:01:43,704 --> 00:01:45,772 - For me, it all started in college. 39 00:01:45,772 --> 00:01:48,542 I started home brewing when I was in college and I made my 40 00:01:48,542 --> 00:01:49,543 first batch of beer. 41 00:01:49,543 --> 00:01:50,544 It was horrible. 42 00:01:50,544 --> 00:01:52,546 But I absolutely fell in love with the process. 43 00:01:52,546 --> 00:01:56,984 I knew that time, that's what I want to do for the rest 44 00:01:56,984 --> 00:01:58,352 of my life. 45 00:01:58,352 --> 00:02:00,921 I was in engineering school at the time and did not want to be 46 00:02:00,921 --> 00:02:01,922 an engineer. 47 00:02:01,922 --> 00:02:03,924 I didn't want to be stuck behind a desk. 48 00:02:03,924 --> 00:02:05,926 I wanted to make something and get it out to the public. 49 00:02:05,926 --> 00:02:06,927 - Brice, you? 50 00:02:06,927 --> 00:02:07,928 Why beer? 51 00:02:07,928 --> 00:02:09,930 - I fell in love with good beer when I was in the army and I was 52 00:02:09,930 --> 00:02:10,931 stationed in Europe. 53 00:02:10,931 --> 00:02:13,500 And when I came home to Memphis after a long hiatus, 54 00:02:13,500 --> 00:02:16,837 I was really kind of disappointed in the things 55 00:02:16,837 --> 00:02:17,838 weren't offered. 56 00:02:17,838 --> 00:02:22,275 And I got into home brewing for fun and I met my partners. 57 00:02:22,275 --> 00:02:24,845 And one day somebody came along and said, 58 00:02:24,845 --> 00:02:27,347 hey, how would you like to do this for real? 59 00:02:27,347 --> 00:02:28,348 - And Kevin, you're different. 60 00:02:28,348 --> 00:02:31,618 You're not a brewer but you have a restaurant. 61 00:02:31,618 --> 00:02:34,054 Local beers of all types and kinds. 62 00:02:34,054 --> 00:02:35,055 Why that? 63 00:02:35,055 --> 00:02:37,057 You can open lots of different restaurants. 64 00:02:37,057 --> 00:02:39,559 But why one that was so focused on beer and ale? 65 00:02:39,559 --> 00:02:43,096 - My partner and I both have a huge passion for craft beer. 66 00:02:43,096 --> 00:02:45,632 We just like the quality of it. 67 00:02:45,632 --> 00:02:48,835 We started out as, you know, quantity over quality. 68 00:02:48,835 --> 00:02:52,072 And once we decided the quality is much better, 69 00:02:52,072 --> 00:02:54,408 we decided that we wanted to open a business and Memphis 70 00:02:54,408 --> 00:02:56,410 needed something like that when we opened. 71 00:02:56,410 --> 00:02:57,411 - And why? 72 00:02:57,411 --> 00:02:58,979 Am I right that it's growing? 73 00:02:58,979 --> 00:03:00,981 It's really a lot more attention. 74 00:03:00,981 --> 00:03:01,982 Why? 75 00:03:01,982 --> 00:03:03,984 What happened in terms of a shift from.. 76 00:03:03,984 --> 00:03:05,986 And I should say, you know, we invited folks from Ghost River 77 00:03:05,986 --> 00:03:06,987 on and Wiseacre. 78 00:03:06,987 --> 00:03:08,989 Just timing wise, we couldn't get them all on. 79 00:03:08,989 --> 00:03:10,991 And we appreciate you all being here. 80 00:03:10,991 --> 00:03:14,261 Why from your point of view has it seemed to take off? 81 00:03:14,261 --> 00:03:17,831 - I think people really want to focus on a local product. 82 00:03:17,831 --> 00:03:20,534 A lot of times, these guys come in and talk about their beer 83 00:03:20,534 --> 00:03:21,535 at our place. 84 00:03:21,535 --> 00:03:23,537 And people just want to meet the brewers. 85 00:03:23,537 --> 00:03:25,539 They want to know where their stuff is coming from. 86 00:03:25,539 --> 00:03:29,276 And there has been a shift nationally from macro brewery 87 00:03:29,276 --> 00:03:30,277 to microbrewery. 88 00:03:30,277 --> 00:03:33,080 And people really appreciate the hard work and effort that goes 89 00:03:33,080 --> 00:03:35,749 into making good beer. 90 00:03:35,749 --> 00:03:36,750 - The reception you get? 91 00:03:36,750 --> 00:03:38,752 I mean, when you try to go to a restaurant or you go to a store 92 00:03:38,752 --> 00:03:40,754 and say, "Hey, I've got this niche beer." 93 00:03:40,754 --> 00:03:42,756 I mean, when you guys first started, 94 00:03:42,756 --> 00:03:44,758 did they look at you like you were an alien or were they happy 95 00:03:44,758 --> 00:03:48,095 and really wanted you in their store or restaurant? 96 00:03:48,095 --> 00:03:50,931 - I would say that the reception was phenomenal. 97 00:03:50,931 --> 00:03:52,966 The community has been super supportive. 98 00:03:52,966 --> 00:03:54,968 We joked for a long time that, you know, 99 00:03:54,968 --> 00:03:57,104 being a microbrewer was the new being in a band, 100 00:03:57,104 --> 00:04:00,807 except all of the fans, at least in the beginning, 101 00:04:00,807 --> 00:04:02,809 were kind of chubby guys with beards. 102 00:04:02,809 --> 00:04:04,511 It was like being in Rush. 103 00:04:04,511 --> 00:04:05,512 [laughter] 104 00:04:05,512 --> 00:04:06,513 So, but it was a lot of fun. 105 00:04:06,513 --> 00:04:09,583 And we found everybody to be really supportive. 106 00:04:09,583 --> 00:04:14,588 I think that the industry has seen this massive growth 107 00:04:16,623 --> 00:04:20,460 because, you know, America is really kind of, 108 00:04:20,460 --> 00:04:23,864 you know, looking in itself and developing culture for the first 109 00:04:23,864 --> 00:04:24,865 time in its history. 110 00:04:24,865 --> 00:04:28,001 You know, we've been the industrial capitol of the world. 111 00:04:28,001 --> 00:04:30,003 We've been the tech capitol of the world. 112 00:04:30,003 --> 00:04:32,172 Our economy has boomed. 113 00:04:32,172 --> 00:04:36,042 And we've figured out how to make things that are, 114 00:04:36,042 --> 00:04:39,846 you know, bigger, more, faster. 115 00:04:39,846 --> 00:04:42,582 But recently we've started, you know, 116 00:04:42,582 --> 00:04:44,584 in all sorts of industries in food, 117 00:04:44,584 --> 00:04:48,989 in farming, in wine, in spirits and beer. 118 00:04:48,989 --> 00:04:51,558 Everybody is sort of saying, well, 119 00:04:51,558 --> 00:04:55,061 what about just doing it better rather than faster. 120 00:04:55,061 --> 00:04:57,097 And sometimes slower and smaller is better. 121 00:04:57,097 --> 00:04:58,598 Beer is one of those things. 122 00:04:58,598 --> 00:05:00,600 - Drew, I mean, for people who.. 123 00:05:00,600 --> 00:05:03,436 I don't know how to say this without being silly. 124 00:05:03,436 --> 00:05:05,438 But I don't mean it as silly as it sounds. 125 00:05:05,438 --> 00:05:07,507 But people who have not had a beer since maybe they had a beer 126 00:05:07,507 --> 00:05:09,509 that was one of the big national brands. 127 00:05:09,509 --> 00:05:10,510 And that is a particular thing. 128 00:05:10,510 --> 00:05:11,511 Lots of people like it. 129 00:05:11,511 --> 00:05:14,581 But it is very, very different than what you and people 130 00:05:14,581 --> 00:05:15,582 like you do. 131 00:05:15,582 --> 00:05:16,583 I mean, this is the difference. 132 00:05:16,583 --> 00:05:20,320 So, what would you say to those people who maybe had a beer, 133 00:05:20,320 --> 00:05:21,321 used to drink beer? 134 00:05:21,321 --> 00:05:23,323 Maybe they drank beer in college and, 135 00:05:23,323 --> 00:05:25,458 you know, it was all like he was joking or saying. 136 00:05:25,458 --> 00:05:27,460 You know, it as quantity over quality. 137 00:05:27,460 --> 00:05:30,130 What would you say to them about the difference of what you do? 138 00:05:30,130 --> 00:05:33,934 - You know, when people come to our tap room and maybe it might 139 00:05:33,934 --> 00:05:35,936 be a couple or a bunch of friends, 140 00:05:35,936 --> 00:05:38,171 and one of them doesn't particularly like beer, 141 00:05:38,171 --> 00:05:40,173 and they say, "Well, I don't like beer." 142 00:05:40,173 --> 00:05:42,409 Well, you can't blanket say, "I don't like beer." 143 00:05:42,409 --> 00:05:44,411 You just haven't found the right beer for you. 144 00:05:44,411 --> 00:05:46,413 And, you know, there's some people who just aren't going 145 00:05:46,413 --> 00:05:47,414 to like beer. 146 00:05:47,414 --> 00:05:48,415 That might be true. 147 00:05:48,415 --> 00:05:50,850 But there's probably some product out there 148 00:05:50,850 --> 00:05:51,851 that they like. 149 00:05:51,851 --> 00:05:54,287 There's such a variety of flavors in the craft beer 150 00:05:54,287 --> 00:05:57,624 industry that there's probably going to be something they just 151 00:05:57,624 --> 00:06:00,293 didn't even know fit that category of beer. 152 00:06:00,293 --> 00:06:03,029 And when you see a lightbulb light up, 153 00:06:03,029 --> 00:06:04,164 it's a great thing. 154 00:06:04,164 --> 00:06:06,166 - I'll go to Madeline in a second. 155 00:06:06,166 --> 00:06:07,167 It's amazing. 156 00:06:07,167 --> 00:06:09,402 In a given year, how many different beers will you put 157 00:06:09,402 --> 00:06:10,704 out, give or take? 158 00:06:10,704 --> 00:06:12,706 - In a given year, we'll do anywhere 159 00:06:12,706 --> 00:06:14,341 from 15 to 20 different styles. 160 00:06:14,341 --> 00:06:15,342 - Same for High Cotton? 161 00:06:15,342 --> 00:06:16,343 - Yeah, about the same. 162 00:06:16,343 --> 00:06:17,711 We keep ten at any given time. 163 00:06:17,711 --> 00:06:19,713 - That can be dramatically different. 164 00:06:19,713 --> 00:06:22,282 Again, so for people who are used to these kind of handful of 165 00:06:22,282 --> 00:06:26,353 really big brands, that's a totally different thing 166 00:06:26,353 --> 00:06:27,354 in many ways. 167 00:06:27,354 --> 00:06:29,422 - And that category is huge in volume, 168 00:06:29,422 --> 00:06:31,658 but very small in diversity. 169 00:06:31,658 --> 00:06:33,660 And so, we've got a much smaller, 170 00:06:33,660 --> 00:06:37,130 you know, volume-wise but our diversity is much greater. 171 00:06:37,130 --> 00:06:38,431 - Madeline? 172 00:06:38,431 --> 00:06:40,500 - Kevin, from a retail perspective, 173 00:06:40,500 --> 00:06:44,871 how do you think the appetite for beer has grown? 174 00:06:44,871 --> 00:06:47,274 Or whatever the liquid form of appetite is. 175 00:06:47,274 --> 00:06:50,777 Have you noticed that with an increase in breweries, 176 00:06:50,777 --> 00:06:53,313 have more beer drinkers come about? 177 00:06:53,313 --> 00:06:57,484 - Nationally, it's such a huge thing right now with craft beer. 178 00:06:57,484 --> 00:06:59,920 So, people really want to focus on local beer. 179 00:06:59,920 --> 00:07:02,055 So, you know, these guys are putting out a ton of beer. 180 00:07:02,055 --> 00:07:04,090 And people just flock towards it. 181 00:07:04,090 --> 00:07:07,360 I mean, everybody wants the new, fresh thing and that's 182 00:07:07,360 --> 00:07:09,429 interesting with craft beer because there's always 183 00:07:09,429 --> 00:07:10,430 something new. 184 00:07:10,430 --> 00:07:13,867 So, you're always finding new tastes and new styles. 185 00:07:13,867 --> 00:07:16,169 Honestly, the same styles are vastly different 186 00:07:16,169 --> 00:07:17,170 from brewery to brewery. 187 00:07:17,170 --> 00:07:19,506 So, there's a huge demand for it. 188 00:07:19,506 --> 00:07:22,709 And it's gotten busier and busier over the last three 189 00:07:22,709 --> 00:07:26,246 years, especially in Memphis when we're kind of catching up 190 00:07:26,246 --> 00:07:28,315 to a lot of other places in the country. 191 00:07:28,315 --> 00:07:30,317 And it's really a fun time for craft beer right now in Memphis. 192 00:07:30,317 --> 00:07:32,319 - What are some ways that you have changed the lay out or 193 00:07:32,319 --> 00:07:34,321 offerings at Hammer & Ale to reflect changes in demand? 194 00:07:34,321 --> 00:07:38,425 - It's usually, again, just trying to keep it as new and 195 00:07:38,425 --> 00:07:45,432 fresh as possible. 196 00:07:45,432 --> 00:07:48,401 Unfortunately for these guys, they have to make the new thing. 197 00:07:48,401 --> 00:07:49,436 We just have to sell it. 198 00:07:49,436 --> 00:07:53,773 So, it's just trying to keep everything up to trend. 199 00:07:53,773 --> 00:07:56,843 And, you know, lately it's been sour beers have been super huge. 200 00:07:56,843 --> 00:08:00,347 And, you know, there's more of a shift away from Belgium beers, 201 00:08:00,347 --> 00:08:02,349 which were popular a year ago into sour beers. 202 00:08:02,349 --> 00:08:04,651 So, just trying to find what people like and trying to keep 203 00:08:04,651 --> 00:08:06,886 those on tap while not forgetting about things that 204 00:08:06,886 --> 00:08:07,887 people enjoy. 205 00:08:07,887 --> 00:08:09,622 - And is there.. 206 00:08:09,622 --> 00:08:11,624 Let's talk about competition for a second. 207 00:08:11,624 --> 00:08:14,227 There are more breweries now than there were however many 208 00:08:14,227 --> 00:08:15,228 years ago. 209 00:08:15,228 --> 00:08:16,229 Is that a good thing? 210 00:08:16,229 --> 00:08:18,231 And are there more competitors to you, 211 00:08:18,231 --> 00:08:21,334 to Hammer & Ale, out there and is that a good thing? 212 00:08:21,334 --> 00:08:22,335 - Absolutely. 213 00:08:22,335 --> 00:08:24,337 I mean, competition is always better. 214 00:08:24,337 --> 00:08:25,338 It makes us better. 215 00:08:25,338 --> 00:08:26,339 It makes every brewery better. 216 00:08:26,339 --> 00:08:28,742 I mean, there's so many more breweries now than there was ten 217 00:08:28,742 --> 00:08:29,743 years ago. 218 00:08:29,743 --> 00:08:31,745 - From your point of view, I mean, 219 00:08:31,745 --> 00:08:33,747 is it like, you know, some people say, 220 00:08:33,747 --> 00:08:35,749 well, you get all these restaurants and now they're 221 00:08:35,749 --> 00:08:36,750 competing against each other. 222 00:08:36,750 --> 00:08:38,985 Other people would say, hey, if you're at Cooper-Young or you're 223 00:08:38,985 --> 00:08:41,054 in Overton Square and there are a bunch of restaurants there, 224 00:08:41,054 --> 00:08:42,455 that draws more people. 225 00:08:42,455 --> 00:08:43,990 They get more into local food. 226 00:08:43,990 --> 00:08:46,559 Is it the same dynamic from a business point of view 227 00:08:46,559 --> 00:08:47,560 with beer? 228 00:08:47,560 --> 00:08:50,096 - Yes, only it's a national dynamic. 229 00:08:50,096 --> 00:08:53,600 Instead of thinking about the neighborhood drawing more people 230 00:08:53,600 --> 00:08:55,602 because there are most restaurants there, 231 00:08:55,602 --> 00:08:57,604 you need to think about a city drawing more tourism, 232 00:08:57,604 --> 00:09:00,874 more frankly people moving to cities. 233 00:09:00,874 --> 00:09:02,876 You know, one brewery in Memphis.. 234 00:09:02,876 --> 00:09:07,080 And, you know, we were a one brewery town from 2009 to 2013. 235 00:09:07,080 --> 00:09:09,883 No one really talked about Memphis beer back then. 236 00:09:09,883 --> 00:09:12,819 The guys at Ghost River, all good friends of mine, 237 00:09:12,819 --> 00:09:16,423 you know, struggle along and sort of forced everybody 238 00:09:16,423 --> 00:09:17,690 to pay attention. 239 00:09:17,690 --> 00:09:20,360 And then in 2013, we opened. 240 00:09:20,360 --> 00:09:21,795 Drew opened. 241 00:09:21,795 --> 00:09:22,896 Wiseacre opened. 242 00:09:22,896 --> 00:09:26,065 And all of a sudden, the newspapers are paying attention. 243 00:09:26,065 --> 00:09:28,168 The tv media is paying attention. 244 00:09:28,168 --> 00:09:30,370 And we're suddenly finding ourselves with national 245 00:09:30,370 --> 00:09:33,406 publications coming and doing stories about Memphis being in 246 00:09:33,406 --> 00:09:35,675 the top 20 beer cities in the United States 247 00:09:35,675 --> 00:09:36,776 and things like that. 248 00:09:36,776 --> 00:09:38,778 - How much do you sell outside of Memphis? 249 00:09:38,778 --> 00:09:40,780 - We don't sell anything outside of Memphis. 250 00:09:40,780 --> 00:09:42,949 Well, outside of Shelby County. 251 00:09:42,949 --> 00:09:44,017 - Yeah, outside the area. 252 00:09:44,017 --> 00:09:45,018 You, too? 253 00:09:45,018 --> 00:09:46,519 - Not a single drop outside. 254 00:09:46,519 --> 00:09:48,188 - And what does it take? 255 00:09:48,188 --> 00:09:50,190 This is a strange question but bear with me. 256 00:09:50,190 --> 00:09:52,625 I know on a national level, to get into big grocery stores.. 257 00:09:52,625 --> 00:09:54,894 So, for the big soft drink companies and so on, 258 00:09:54,894 --> 00:09:57,797 it's really difficult and kind of.. 259 00:09:57,797 --> 00:10:00,099 It's a much more complicated business than people realize in 260 00:10:00,099 --> 00:10:03,803 terms of big companies buying shelf space and paying to be 261 00:10:03,803 --> 00:10:04,804 at eye level. 262 00:10:04,804 --> 00:10:06,806 There's a reason certain products that sell a lot are at 263 00:10:06,806 --> 00:10:08,808 eye level when you go in the grocery store. 264 00:10:08,808 --> 00:10:09,809 That's not coincidence. 265 00:10:09,809 --> 00:10:11,945 What is it like for you as a local person trying to get into 266 00:10:11,945 --> 00:10:15,281 national kind of chain stores, chain grocery stores? 267 00:10:15,281 --> 00:10:18,418 - Well, for us at Memphis Made and a similar thing 268 00:10:18,418 --> 00:10:20,420 for High Cotton, we both self-distribute our beers. 269 00:10:20,420 --> 00:10:22,422 So, we take the beer out of our cooler, 270 00:10:22,422 --> 00:10:25,024 we put it on our van we take it out to the retailers. 271 00:10:25,024 --> 00:10:28,161 And so, it's a much more personable relationship with 272 00:10:28,161 --> 00:10:29,229 these companies. 273 00:10:29,229 --> 00:10:32,732 A lot of people told us we couldn't get into Whole Foods. 274 00:10:32,732 --> 00:10:34,767 We've got accounts at Whole Foods now. 275 00:10:34,767 --> 00:10:37,003 And it's a lot of paperwork. 276 00:10:37,003 --> 00:10:40,173 You know, it takes a lot of time to make sure that we keep up 277 00:10:40,173 --> 00:10:43,843 with the things they need us to do to be on the shelves. 278 00:10:43,843 --> 00:10:50,183 But these bigger box stores have shown the flexibility to work 279 00:10:50,183 --> 00:10:51,451 with a smaller company. 280 00:10:51,451 --> 00:10:52,452 - Your experience? 281 00:10:52,452 --> 00:10:55,355 - Yeah, so, we recently started releasing the cans. 282 00:10:55,355 --> 00:10:57,357 You know, individually packaged beer. 283 00:10:57,357 --> 00:11:00,460 And everybody said, oh, this is going to be impossible for you 284 00:11:00,460 --> 00:11:01,628 to deal with big retailers. 285 00:11:01,628 --> 00:11:06,232 And some big retailers, national chains have been difficult. 286 00:11:06,232 --> 00:11:09,035 But it's not because they're resistant. 287 00:11:09,035 --> 00:11:11,037 It's because they have an entrenched bureaucracy that you 288 00:11:11,037 --> 00:11:12,038 have to work through. 289 00:11:12,038 --> 00:11:13,039 It just takes time. 290 00:11:13,039 --> 00:11:16,109 But Whole Foods, you know, they have that same sort 291 00:11:16,109 --> 00:11:17,110 of bureaucracy. 292 00:11:17,110 --> 00:11:19,646 There's a national system you have to go through to get any 293 00:11:19,646 --> 00:11:21,147 product on their shelves. 294 00:11:21,147 --> 00:11:24,350 But what we found is that the people making the decisions 295 00:11:24,350 --> 00:11:26,352 there have been, you know, really friendly, 296 00:11:26,352 --> 00:11:27,353 really supportive. 297 00:11:27,353 --> 00:11:29,355 I think we actually have more shelf space at Whole Foods, 298 00:11:29,355 --> 00:11:31,024 us and Wiseacre. 299 00:11:31,024 --> 00:11:33,593 I think we have more shelf space at Whole Foods than any other 300 00:11:33,593 --> 00:11:35,128 craft brand. 301 00:11:35,128 --> 00:11:38,464 - And for you, for people who don't know what a growler is, 302 00:11:38,464 --> 00:11:39,465 describe this. 303 00:11:39,465 --> 00:11:40,466 It's a strange thing. 304 00:11:40,466 --> 00:11:44,270 I mean, I grew up in the Seattle area and I go back and visit. 305 00:11:44,270 --> 00:11:47,106 A friend of mine walks into a bar with this gigantic. 306 00:11:47,106 --> 00:11:50,009 I couldn't figure out what he was carrying. 307 00:11:50,009 --> 00:11:51,844 And I was a dumb person. 308 00:11:51,844 --> 00:11:53,179 I didn't know what that was. 309 00:11:53,179 --> 00:11:54,214 It was a growler. 310 00:11:54,214 --> 00:11:55,214 Talk about that. 311 00:11:55,214 --> 00:11:57,216 - So, growlers are just a good way to get fresh, 312 00:11:57,216 --> 00:11:58,217 draft beer at home. 313 00:11:58,217 --> 00:12:00,420 It's not packaged except in kegs. 314 00:12:00,420 --> 00:12:02,422 So, it's, literally, you know, taken out, 315 00:12:02,422 --> 00:12:04,490 like Drew said, from the cooler to us. 316 00:12:04,490 --> 00:12:06,492 And we pour it on tap into the bottle. 317 00:12:06,492 --> 00:12:08,494 You drink it at home and bring it back. 318 00:12:08,494 --> 00:12:10,496 It's kind of like the old, you know, 319 00:12:10,496 --> 00:12:11,497 the milk thing. 320 00:12:11,497 --> 00:12:13,499 You get it delivered, you drink it, 321 00:12:13,499 --> 00:12:14,500 you leave the bottle. 322 00:12:14,500 --> 00:12:15,501 You use the same bottle. 323 00:12:15,501 --> 00:12:17,503 So, it's a good way to get out and try new things without 324 00:12:17,503 --> 00:12:20,039 having to spend money on a six pack and stuff like that. 325 00:12:20,039 --> 00:12:22,041 So, it's a little bit less than a six pack, 326 00:12:22,041 --> 00:12:23,042 64 ounces. 327 00:12:23,042 --> 00:12:26,913 But, again, it's fresh draft beer that lasts a few days once 328 00:12:26,913 --> 00:12:28,047 you open it. 329 00:12:28,047 --> 00:12:30,683 But it's just a good way to try new things. 330 00:12:30,683 --> 00:12:32,852 And, you know, it's cool. 331 00:12:32,852 --> 00:12:34,020 They're hip. 332 00:12:34,020 --> 00:12:35,021 - Can anyone do that? 333 00:12:35,021 --> 00:12:37,023 I mean, can any bar do a growler? 334 00:12:37,023 --> 00:12:38,024 Or do you have a.. 335 00:12:38,024 --> 00:12:40,026 - We have a special license to do it. 336 00:12:40,026 --> 00:12:42,362 So, we have the ability to sell off premise with growlers and 337 00:12:42,362 --> 00:12:46,766 sell on premise and have draft beer at our bar. 338 00:12:46,766 --> 00:12:49,335 - Drew, you cut your teeth at some established breweries. 339 00:12:49,335 --> 00:12:52,972 Could you speak about how Memphis' local market compares 340 00:12:52,972 --> 00:12:54,307 to some of our peer cities? 341 00:12:54,307 --> 00:12:56,309 - I thought you were talking about my chipped tooth at first. 342 00:12:56,309 --> 00:12:57,310 [laughter] 343 00:12:57,310 --> 00:12:58,311 Yeah, it's.. 344 00:12:58,311 --> 00:12:59,312 I did. 345 00:12:59,312 --> 00:13:01,314 I started brewing in 2005 in Asheville, 346 00:13:01,314 --> 00:13:03,316 North Carolina at French Broad Brewery. 347 00:13:03,316 --> 00:13:08,287 And when I started out there, there were four breweries 348 00:13:08,287 --> 00:13:09,956 at the time. 349 00:13:09,956 --> 00:13:12,458 Bosco's was the only thing in town in Memphis at the time. 350 00:13:12,458 --> 00:13:14,160 Ghost River hadn't opened up yet. 351 00:13:14,160 --> 00:13:18,097 And so, I got to see that industry grow quite a bit. 352 00:13:18,097 --> 00:13:19,499 You know, by the time I left the river, 353 00:13:19,499 --> 00:13:20,333 a dozen breweries.. 354 00:13:20,333 --> 00:13:22,468 I think it's over two dozen breweries in Asheville now. 355 00:13:22,468 --> 00:13:28,708 And so, I mean, I was in on the sort of the front line in 356 00:13:28,708 --> 00:13:32,045 Asheville and certainly the front line here in Memphis. 357 00:13:32,045 --> 00:13:34,814 And so, I could see where the potential can go. 358 00:13:34,814 --> 00:13:37,216 And we've certainly got the customer base for it. 359 00:13:37,216 --> 00:13:40,586 I think this industry move could have happened a long time ago. 360 00:13:40,586 --> 00:13:44,290 It just took a while for all of us to figure it out. 361 00:13:44,290 --> 00:13:48,861 But yeah, there's definitely a lot of growth potential. 362 00:13:48,861 --> 00:13:53,132 - Where do you see beer culture, brewing culture here in town 363 00:13:53,132 --> 00:13:58,838 evolving and how far are we away from reaching peak beer? 364 00:13:58,838 --> 00:14:01,607 - Like saturated market and too many breweries? 365 00:14:01,607 --> 00:14:02,608 It's a tough one. 366 00:14:02,608 --> 00:14:04,010 I don't think.. 367 00:14:04,010 --> 00:14:08,347 The saturation point is very difficult to say when that's 368 00:14:08,347 --> 00:14:09,349 going to happen. 369 00:14:09,349 --> 00:14:11,350 The more breweries that are going to be here, 370 00:14:11,350 --> 00:14:14,353 the more breweries that are going to have to look at selling 371 00:14:14,353 --> 00:14:15,855 their beer outside of here. 372 00:14:15,855 --> 00:14:17,857 There is only a finite number of people, 373 00:14:17,857 --> 00:14:19,859 you know, that can do selling here in town. 374 00:14:19,859 --> 00:14:21,994 But, I mean, as long as your business model is solid and you 375 00:14:21,994 --> 00:14:27,734 make a good product, there's no reason that dozens of breweries 376 00:14:27,734 --> 00:14:28,935 couldn't open in this city. 377 00:14:28,935 --> 00:14:30,436 - Same question for you. 378 00:14:30,436 --> 00:14:31,637 I love this phrase "peak beer". 379 00:14:31,637 --> 00:14:36,809 - This is something that's being around the national brewing 380 00:14:36,809 --> 00:14:37,810 community for a long time. 381 00:14:37,810 --> 00:14:39,612 And I think the answer is no. 382 00:14:39,612 --> 00:14:43,282 Craft beer across the nation is on a continued uptick. 383 00:14:43,282 --> 00:14:47,754 We're on track collectively as an industry to have 20% market 384 00:14:47,754 --> 00:14:50,690 share by the year 2020 on a national level. 385 00:14:50,690 --> 00:14:53,793 Twenty-percent market share is considered something. 386 00:14:53,793 --> 00:14:56,195 You know, five years ago people thought that was impossible. 387 00:14:56,195 --> 00:14:58,364 They thought, oh, craft beer is this niche market. 388 00:14:58,364 --> 00:15:00,366 It will never have more than five percent of the industry. 389 00:15:00,366 --> 00:15:02,368 Then it was never more than ten percent. 390 00:15:02,368 --> 00:15:03,369 We're on track for 20 steadily. 391 00:15:03,369 --> 00:15:06,139 And frankly, it's, you know, the growth 392 00:15:06,139 --> 00:15:07,273 has been almost exponential. 393 00:15:07,273 --> 00:15:09,275 Memphis, however, is uniquely poised to be I think 394 00:15:09,275 --> 00:15:10,276 a national brewing center. 395 00:15:10,276 --> 00:15:12,278 The simple fact is we do have the best water in the United 396 00:15:12,278 --> 00:15:13,279 States, hands down. 397 00:15:13,279 --> 00:15:14,280 It is cheap. 398 00:15:14,280 --> 00:15:15,281 It is abundant. 399 00:15:15,281 --> 00:15:17,283 We are sitting on a major distribution hub. 400 00:15:17,283 --> 00:15:19,285 I mean, we are the nation's distribution hub. 401 00:15:19,285 --> 00:15:24,290 We have inexpensive real estate and a labor market that is 402 00:15:32,198 --> 00:15:35,067 readily trainable and not terribly expensive. 403 00:15:35,067 --> 00:15:39,739 Meanwhile, the craft brewing meccas of Denver, 404 00:15:39,739 --> 00:15:43,376 California, Oregon are all unbelievably expensive 405 00:15:43,376 --> 00:15:44,377 real estate. 406 00:15:44,377 --> 00:15:48,014 They have very expensive labor markets. 407 00:15:48,014 --> 00:15:51,017 They do not have good distribution networks 408 00:15:51,017 --> 00:15:52,251 compared to Memphis. 409 00:15:52,251 --> 00:15:54,787 And with the exception of Oregon, 410 00:15:54,787 --> 00:15:56,789 they're all running out of water. 411 00:15:56,789 --> 00:15:59,058 And the treatment of the water that they do have is a 412 00:15:59,058 --> 00:16:01,227 tremendously expensive process. 413 00:16:01,227 --> 00:16:04,530 Whereas we can bring water out of the tap, 414 00:16:04,530 --> 00:16:07,433 remove the chlorine, and brew beer here. 415 00:16:07,433 --> 00:16:09,435 They've got to do, you know, this expensive 416 00:16:09,435 --> 00:16:10,636 reverse osmosis filtration. 417 00:16:10,636 --> 00:16:12,638 When you think about doing that for, 418 00:16:12,638 --> 00:16:15,541 you know, hundreds of thousands of gallons of water, 419 00:16:15,541 --> 00:16:17,410 that is pricey. 420 00:16:17,410 --> 00:16:19,645 - And the water thing is interesting. 421 00:16:19,645 --> 00:16:21,647 I mean, you know, there's a whole push. 422 00:16:21,647 --> 00:16:24,750 The Chamber of Commerce are pushing this water is a resource 423 00:16:24,750 --> 00:16:26,752 as an economic development resource. 424 00:16:26,752 --> 00:16:27,753 But you were nodding your head. 425 00:16:27,753 --> 00:16:28,754 I mean, the water.. 426 00:16:28,754 --> 00:16:29,755 You've worked in other places. 427 00:16:29,755 --> 00:16:31,190 The water here is great? 428 00:16:31,190 --> 00:16:34,527 - It's a great base for doing those variety beers I was 429 00:16:34,527 --> 00:16:36,529 talking about before where, you know, 430 00:16:36,529 --> 00:16:40,700 we don't have a lot of minerals that we have to then take out to 431 00:16:40,700 --> 00:16:43,135 make a particular beer taste a particular way. 432 00:16:43,135 --> 00:16:44,604 It's very basic to start with. 433 00:16:44,604 --> 00:16:47,039 And then we can add different minerals to enhance the flavor 434 00:16:47,039 --> 00:16:48,507 profile of the beer. 435 00:16:48,507 --> 00:16:50,610 - You talked about license with the growlers and I'm going to 436 00:16:50,610 --> 00:16:51,611 start with you. 437 00:16:51,611 --> 00:16:54,113 How are you all, if at all, impacted by the wine 438 00:16:54,113 --> 00:16:55,114 in grocery stores bill? 439 00:16:55,114 --> 00:16:57,450 We're not talking about wine but there was more to that bill in 440 00:16:57,450 --> 00:16:59,752 terms of distribution and high gravity 441 00:16:59,752 --> 00:17:01,921 or high alcohol content beer. 442 00:17:01,921 --> 00:17:02,922 How did it impact you? 443 00:17:02,922 --> 00:17:04,090 -It hasn't affected us yet. 444 00:17:04,090 --> 00:17:06,859 January of 2017 is when it affects us where, 445 00:17:06,859 --> 00:17:10,596 from my understanding, beer will just be beer up to a certain 446 00:17:10,596 --> 00:17:12,665 percentage, which is going to be higher than what it is now at 447 00:17:12,665 --> 00:17:14,000 6.2% alcohol. 448 00:17:14,000 --> 00:17:17,603 So, in order to sell higher, you have to have a liquor license. 449 00:17:17,603 --> 00:17:19,739 And we don't have a liquor license. 450 00:17:19,739 --> 00:17:22,875 We just sell beer up to 6.2%. 451 00:17:22,875 --> 00:17:25,778 So, once that law changes, I believe it piggybacked on the 452 00:17:25,778 --> 00:17:27,780 wine and liquor in grocery stores, 453 00:17:27,780 --> 00:17:29,782 we'll be able to sell higher alcohol beer. 454 00:17:29,782 --> 00:17:32,151 So, as of now, it really hasn't affected us that much. 455 00:17:32,151 --> 00:17:33,853 But it will shortly. 456 00:17:33,853 --> 00:17:38,758 - Yeah, as a brewer, how does that impact you? 457 00:17:38,758 --> 00:17:39,759 - So, we have a similar.. 458 00:17:39,759 --> 00:17:42,094 It's going to affect us similarly. 459 00:17:42,094 --> 00:17:44,864 But what I guess I'd say and I'll put on my lawyer hat 460 00:17:44,864 --> 00:17:45,865 for a second. 461 00:17:45,865 --> 00:17:49,568 This law was passed along with the wine in grocery stores law. 462 00:17:49,568 --> 00:17:52,171 It goes into effect January of next year. 463 00:17:52,171 --> 00:17:55,141 And the definition of beer in the state of Tennessee is going 464 00:17:55,141 --> 00:17:56,142 to change. 465 00:17:56,142 --> 00:17:58,911 It used to be that beer was alcoholic beverages, 466 00:17:58,911 --> 00:18:02,148 malt beverages that were five percent alcohol by weight, 467 00:18:02,148 --> 00:18:05,184 which is a really weird way to measure that, or less. 468 00:18:05,184 --> 00:18:07,887 That number is being increased to eight percent, 469 00:18:07,887 --> 00:18:10,256 which is basically ten percent by volume. 470 00:18:10,256 --> 00:18:13,059 So, when you think of, you know, a Budweiser, 471 00:18:13,059 --> 00:18:15,061 that is a five percent beer. 472 00:18:15,061 --> 00:18:17,964 A lot of the stuff that we make runs between four 473 00:18:17,964 --> 00:18:18,965 and six percent. 474 00:18:18,965 --> 00:18:21,434 And now we're going to be able to move into these so-called 475 00:18:21,434 --> 00:18:24,003 high gravity beers that are higher alcohol. 476 00:18:24,003 --> 00:18:26,305 And you can do a lot of cool things with that. 477 00:18:26,305 --> 00:18:28,307 There's a lot more flavor you can pack in. 478 00:18:28,307 --> 00:18:31,210 - So, it is flavor, not just alcohol content and I get drunk 479 00:18:31,210 --> 00:18:33,212 faster or some kind of, sort of, I don't know, 480 00:18:33,212 --> 00:18:35,214 you know, college kind of thing. 481 00:18:35,214 --> 00:18:36,215 It's more.. 482 00:18:36,215 --> 00:18:37,216 There's more to it. 483 00:18:37,216 --> 00:18:39,218 - These beers are definitely not, 484 00:18:39,218 --> 00:18:41,787 you know, college beer bust kind of beers. 485 00:18:41,787 --> 00:18:44,523 They are much more expensive to make, 486 00:18:44,523 --> 00:18:46,525 which means they're much more expensive to buy. 487 00:18:46,525 --> 00:18:49,295 They tend to have higher alcohol content but they also tend to 488 00:18:49,295 --> 00:18:51,630 have a lot more body, a lot more character. 489 00:18:51,630 --> 00:18:52,732 People drink them slower. 490 00:18:52,732 --> 00:18:54,300 They will usually.. 491 00:18:54,300 --> 00:18:56,802 You might really think of it more like somebody buying a 492 00:18:56,802 --> 00:18:57,970 bottle of wine. 493 00:18:57,970 --> 00:19:00,006 You know, you don't say just because wine has more alcohol 494 00:19:00,006 --> 00:19:02,408 than beer that people are buying wine to get drunk. 495 00:19:02,408 --> 00:19:03,409 That's silly. 496 00:19:03,409 --> 00:19:04,410 - Yeah. 497 00:19:04,410 --> 00:19:06,779 Your take on the new law and the impact on your business beyond 498 00:19:06,779 --> 00:19:08,381 what they described? 499 00:19:08,381 --> 00:19:12,752 - We're looking forward to being able to provide some of that, 500 00:19:12,752 --> 00:19:14,754 especially at the tap room. 501 00:19:14,754 --> 00:19:19,225 When the law changes in January, we will offer tap room only 502 00:19:19,225 --> 00:19:20,960 higher alcohol beers. 503 00:19:20,960 --> 00:19:22,962 And that's only because we're going to only make it 504 00:19:22,962 --> 00:19:23,963 in small volumes. 505 00:19:23,963 --> 00:19:25,965 Like Brice said, it's a different.. 506 00:19:25,965 --> 00:19:29,368 It's not a different process it just takes longer than it does 507 00:19:29,368 --> 00:19:30,369 higher alcohol beers. 508 00:19:30,369 --> 00:19:32,505 It takes longer to condition out. 509 00:19:32,505 --> 00:19:34,640 We don't have time for beer to sit around like that. 510 00:19:34,640 --> 00:19:37,443 So, we can make it in a smaller volume and have it available 511 00:19:37,443 --> 00:19:38,444 just at the tap room. 512 00:19:38,444 --> 00:19:40,446 - And a tap room, and then I'll go to Madeline. 513 00:19:40,446 --> 00:19:42,448 For those who don't know what a tap room is, 514 00:19:42,448 --> 00:19:43,449 it is.. 515 00:19:43,449 --> 00:19:45,451 - A tap room is when you can actually come up to the brewery 516 00:19:45,451 --> 00:19:46,452 and drink. 517 00:19:46,452 --> 00:19:48,454 We actually built a bar around the brewery so you can come in 518 00:19:48,454 --> 00:19:50,456 our place and, you know, sit at the bar, 519 00:19:50,456 --> 00:19:52,458 see the brewery right there beside ya, 520 00:19:52,458 --> 00:19:53,459 and drink a beer. 521 00:19:53,459 --> 00:19:55,461 You know, often times I'm up there having a beer 522 00:19:55,461 --> 00:19:56,462 with everybody. 523 00:19:56,462 --> 00:19:57,463 It's right there. 524 00:19:57,463 --> 00:19:58,764 - You all have one, same thing. 525 00:19:58,764 --> 00:20:01,000 - Yeah, we have a tap room. 526 00:20:01,000 --> 00:20:03,836 We have a large event space. 527 00:20:03,836 --> 00:20:07,173 We've literally had weddings in the brewery, 528 00:20:07,173 --> 00:20:09,809 which, you know, cheap -- free PR. 529 00:20:09,809 --> 00:20:11,243 I'll plug it in. 530 00:20:11,243 --> 00:20:14,480 But yeah, you can rent an event space that's got, 531 00:20:14,480 --> 00:20:17,416 you know, huge windows that look in the brewery. 532 00:20:17,416 --> 00:20:18,851 - And you don't get pushback. 533 00:20:18,851 --> 00:20:21,787 You're kind of competing with him when you do that. 534 00:20:21,787 --> 00:20:23,255 And he's selling your beer. 535 00:20:23,255 --> 00:20:27,026 But is it, again, back to this thing of it's a virtuous circle 536 00:20:27,026 --> 00:20:29,028 because it's more people drinking beer 537 00:20:29,028 --> 00:20:30,029 and getting educated. 538 00:20:30,029 --> 00:20:33,165 I mean, because Ghost River is about to build a tap room. 539 00:20:33,165 --> 00:20:34,633 Wiseacre has a tap room. 540 00:20:34,633 --> 00:20:36,635 They're talking about this Coliseum, 541 00:20:36,635 --> 00:20:37,636 really big tap room. 542 00:20:37,636 --> 00:20:39,772 But those don't compete or those don't hurt your business? 543 00:20:39,772 --> 00:20:41,540 - Not really, no. 544 00:20:41,540 --> 00:20:44,243 We actually kind of like it because we can sell everybody's 545 00:20:44,243 --> 00:20:45,244 beer at once. 546 00:20:45,244 --> 00:20:47,246 They can only sell their own beer at Memphis Made. 547 00:20:47,246 --> 00:20:49,248 They can only sell their own beer at High Cotton. 548 00:20:49,248 --> 00:20:51,250 So, we have an opportunity to sell everybody's beer. 549 00:20:51,250 --> 00:20:53,886 So, you know, no offense to you guys but, 550 00:20:53,886 --> 00:20:55,888 you know, sometimes people just don't want to drink one Memphis 551 00:20:55,888 --> 00:20:57,890 Made and then another Memphis Made. 552 00:20:57,890 --> 00:20:59,892 And so, people want to try variety. 553 00:20:59,892 --> 00:21:01,894 So, we don't really see it as competition. 554 00:21:01,894 --> 00:21:03,896 - Madeline, about five minutes left. 555 00:21:03,896 --> 00:21:04,897 - Yeah. 556 00:21:04,897 --> 00:21:06,899 So, the big news obviously is Wiseacre is looking to expand a 557 00:21:06,899 --> 00:21:12,138 lot and has expressed interest in renting the Coliseum for a 558 00:21:12,138 --> 00:21:14,006 30-year lease. 559 00:21:14,006 --> 00:21:17,309 What I think is interesting about Wiseacre's big move is 560 00:21:17,309 --> 00:21:20,880 that what's developed alongside craft brewing is this buy local, 561 00:21:20,880 --> 00:21:22,781 support local kind of movement. 562 00:21:22,781 --> 00:21:26,685 And with Wiseacre trying to bring on more volume, 563 00:21:26,685 --> 00:21:29,021 more capacity and sell outside of Shelby County, 564 00:21:29,021 --> 00:21:34,460 you know, unlike you all, does the shift from a craft brewery 565 00:21:34,460 --> 00:21:39,565 to a mass craft brewery, does that support Memphis' local 566 00:21:39,565 --> 00:21:47,106 breweries or will this Wiseacre stand on its own? 567 00:21:47,106 --> 00:21:48,107 - Absolutely. 568 00:21:48,107 --> 00:21:50,109 It's going to be good for the brewing community. 569 00:21:50,109 --> 00:21:52,111 And first of all, I mean, the shift from.. 570 00:21:52,111 --> 00:21:55,281 I wouldn't go so far as to say that they've reached that mass 571 00:21:55,281 --> 00:21:56,282 craft brewing. 572 00:21:56,282 --> 00:21:58,884 I think they're about 22,000 barrels a year right now, 573 00:21:58,884 --> 00:22:00,119 which is still.. 574 00:22:00,119 --> 00:22:02,121 You know, that's a good size brewery. 575 00:22:02,121 --> 00:22:04,657 But it's, you know, not top 20 or anything. 576 00:22:04,657 --> 00:22:06,659 Now their goal, I think, is to, you know, 577 00:22:06,659 --> 00:22:09,328 change to 100,000 barrels of production a year. 578 00:22:09,328 --> 00:22:12,865 And that would put them in the top 15 in the United States. 579 00:22:12,865 --> 00:22:15,301 And I hope they do it. 580 00:22:15,301 --> 00:22:20,306 You know, what we've seen in other cities where one brewery 581 00:22:20,306 --> 00:22:22,141 really takes off in that way. 582 00:22:22,141 --> 00:22:23,275 And Wiseacre has had.. 583 00:22:23,275 --> 00:22:25,511 You know, they've got a phenomenal investor group. 584 00:22:25,511 --> 00:22:29,181 You know, the Bartosch brothers are experienced in the industry. 585 00:22:29,181 --> 00:22:30,182 They know what they're doing. 586 00:22:30,182 --> 00:22:32,184 A lot of us, you know, started out as hobbyists. 587 00:22:32,184 --> 00:22:35,354 Those guys, and well Drew is a professional. 588 00:22:35,354 --> 00:22:36,355 - It's you. 589 00:22:36,355 --> 00:22:38,357 - The rest of us sort of as hobbyists. 590 00:22:38,357 --> 00:22:44,864 But, you know, those guys have had a plan from day one 591 00:22:44,864 --> 00:22:45,865 to be big. 592 00:22:45,865 --> 00:22:50,869 And I think that what we've seen in other cities is when one of 593 00:22:50,869 --> 00:22:53,939 the breweries gets big, the smaller breweries end up being 594 00:22:53,939 --> 00:22:55,941 able to sort of be niche markets. 595 00:22:55,941 --> 00:22:58,010 And the big brewery becomes a draw. 596 00:22:58,010 --> 00:23:02,948 The little breweries become sort of the interesting exhibits in 597 00:23:02,948 --> 00:23:05,818 the museum. 598 00:23:05,818 --> 00:23:09,188 I think that it can be really good for everybody. 599 00:23:09,188 --> 00:23:11,190 - You said they're doing 20,000. 600 00:23:11,190 --> 00:23:13,192 Give or take, what do you guys do in a year? 601 00:23:13,192 --> 00:23:15,995 - We do about a little more than a tenth of that. 602 00:23:15,995 --> 00:23:17,296 - Just for comparison. 603 00:23:17,296 --> 00:23:18,597 - We're around 3,000. 604 00:23:18,597 --> 00:23:19,598 - Okay. 605 00:23:19,598 --> 00:23:21,834 Your take on the proposal at the Coliseum. 606 00:23:21,834 --> 00:23:23,135 - I'm all for it. 607 00:23:23,135 --> 00:23:26,805 You know, they'll pretty much be neighbors of ours along 608 00:23:26,805 --> 00:23:27,806 with Hammer & Ale. 609 00:23:27,806 --> 00:23:29,008 I think it'll be great. 610 00:23:29,008 --> 00:23:32,745 It's just more craft beer drinkers coming to our area, 611 00:23:32,745 --> 00:23:35,114 to come to our tap room, to come to Hammer & Ale. 612 00:23:35,114 --> 00:23:37,349 They're not going to just go to Wiseacre. 613 00:23:37,349 --> 00:23:39,351 They're not going to just come to our place. 614 00:23:39,351 --> 00:23:41,353 They're going to bounce back and forth. 615 00:23:41,353 --> 00:23:44,356 So, it's just going to be more people coming to that area. 616 00:23:44,356 --> 00:23:46,725 And not only to that area but more people coming to Memphis 617 00:23:46,725 --> 00:23:50,529 with that national recognition of their name. 618 00:23:50,529 --> 00:23:53,132 - So, what was initially proposed for the Coliseum 619 00:23:53,132 --> 00:23:54,767 was a 30-year lease. 620 00:23:54,767 --> 00:23:58,170 And as an industry that's been so explosive, 621 00:23:58,170 --> 00:24:01,140 do you think that's a little bit far sighted and what indicates 622 00:24:01,140 --> 00:24:03,142 to you that beer is here to stay? 623 00:24:03,142 --> 00:24:06,011 - I'm not even going to comment on that. 624 00:24:06,011 --> 00:24:09,581 It's their business plan and they've done well so far. 625 00:24:09,581 --> 00:24:14,219 So, you know, I think they know what they're doing. 626 00:24:14,219 --> 00:24:16,221 - I mean, there are questions, you know, 627 00:24:16,221 --> 00:24:17,222 about whether.. 628 00:24:17,222 --> 00:24:19,224 It seems to be no question they're going to invest a ton of 629 00:24:19,224 --> 00:24:21,226 money in some facility somewhere. 630 00:24:21,226 --> 00:24:22,227 And they've been, you know.. 631 00:24:22,227 --> 00:24:24,229 Frank Smith, one of the, I guess the lead investor, 632 00:24:24,229 --> 00:24:26,532 has been real clear that, look, we need to get in there 633 00:24:26,532 --> 00:24:27,833 and get feasibility. 634 00:24:27,833 --> 00:24:29,601 It may not be possible. 635 00:24:29,601 --> 00:24:31,603 And there are people who have some doubts 636 00:24:31,603 --> 00:24:32,604 whether it's possible. 637 00:24:32,604 --> 00:24:34,606 But I don't think there's any doubt that they're about to 638 00:24:34,606 --> 00:24:36,608 invest a huge amount of money, which says, 639 00:24:36,608 --> 00:24:38,610 to your point, whether it's in the Coliseum, 640 00:24:38,610 --> 00:24:40,612 which would be kind of iconic or it's in some warehouse. 641 00:24:40,612 --> 00:24:41,613 It's a huge investment. 642 00:24:41,613 --> 00:24:43,615 It speaks to the kind of thing you've been talking about. 643 00:24:43,615 --> 00:24:45,617 Meanwhile, I don't know how this impacts you. 644 00:24:45,617 --> 00:24:46,618 I'll turn to you. 645 00:24:46,618 --> 00:24:48,987 The multi-nationals, the big Anheuser-Busch, 646 00:24:48,987 --> 00:24:50,990 the Europeans, the billions of dollars worth of, 647 00:24:50,990 --> 00:24:53,325 you know, the big brand name ones are combining. 648 00:24:53,325 --> 00:24:58,030 Does that have any impact on you all? 649 00:24:58,030 --> 00:25:00,032 Does it just make it better for you because you're that, 650 00:25:00,032 --> 00:25:02,034 as Madeline said, you're that much more local when they are 651 00:25:02,034 --> 00:25:03,569 that much more international? 652 00:25:03,569 --> 00:25:08,774 - Well, so, that combination is happening mostly outside of the 653 00:25:08,774 --> 00:25:09,875 United States, first of all. 654 00:25:09,875 --> 00:25:16,849 The Justice Department is making Miller spin-off its major brands 655 00:25:16,849 --> 00:25:17,850 here in the United States. 656 00:25:17,850 --> 00:25:20,319 So, it really isn't going to have that much impact 657 00:25:20,319 --> 00:25:21,320 here at home. 658 00:25:21,320 --> 00:25:23,455 But at the end of the day, I mean, 659 00:25:23,455 --> 00:25:24,456 and no offense. 660 00:25:24,456 --> 00:25:26,625 You know, the guys that do that kind of work, 661 00:25:26,625 --> 00:25:28,694 the brewers that make that beer are highly talented, 662 00:25:28,694 --> 00:25:30,062 very, very skilled people. 663 00:25:30,062 --> 00:25:32,064 But Bud Light, Miller Light and Coors Light, 664 00:25:32,064 --> 00:25:35,501 they're all, you know, variations on beige. 665 00:25:35,501 --> 00:25:38,203 You know, if you, beige is fine. 666 00:25:38,203 --> 00:25:40,205 - We're going to end on that note. 667 00:25:40,205 --> 00:25:43,409 And the other one, Crosstown Brewing Company. 668 00:25:43,409 --> 00:25:48,447 Are there any others I should give a shout out to 669 00:25:48,447 --> 00:25:49,815 who are coming? 670 00:25:49,815 --> 00:25:52,317 There are more on the way we think but we know Crosstown 671 00:25:52,317 --> 00:25:53,318 is good. 672 00:25:53,318 --> 00:25:55,621 I'm out of time but thank you all for being here. 673 00:25:55,621 --> 00:25:57,089 Thank you for joining us. 674 00:25:57,089 --> 00:25:59,725 Join us again next week, goodnight. 675 00:25:59,725 --> 00:26:03,128 [theme music] 676 00:26:03,128 --> 00:26:08,734 (male announcer)   Production funding   for Behind the Headlines 677 00:26:08,734 --> 00:26:11,804 is made possible in part by.. 678 00:26:11,804 --> 00:26:16,508 The Bartlett Area Chamber of   Commerce and its member A2H - 679 00:26:16,508 --> 00:26:19,445 engineers, architects and   planners creating an enhanced 680 00:26:19,445 --> 00:26:21,847 quality of life for our   clients and community. 681 00:26:21,847 --> 00:26:25,551 To learn more about   A2H's services and markets, 682 00:26:25,551 --> 00:26:27,553 visit A2H.com.