So what's happened with Stike since then? I caught up with Strike CEO Jenny Lewis who took time out of her busy schedule to answer a few questions via e-mail. Brewmast Drew Erhlich chimed in with some thoughts, too.
Strike Brewmaster Drew Ehrlick and CEO Jenny at the Martinez
Bay Area Craft Beer Festival last May
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Q: How have the first nine months gone starting out as a new
brewery in the Bay Area?
Jenny: It has been
incredibly busy in a good way. We’re at
festivals, events, tastings, athletic functions and other events every weekend
and a lot of week nights. There is no
free moment - literally. And it’s pretty
cool now that organizations, companies, and festivals are approaching us and we
don’t have to go seek them out like we did the first few months. Word gets out quickly about something new
coming to town, and we have a lot of enthusiastic supporters. The beer has also been well received. We’re
always trying to decide what new beer to do next, what will become year-round
and what we’ll do as a seasonal. Once we’re in our own facility, this will get
easier too. There’s not as much room for
experimentation with contract brewing, because if it hits the tanks, it is
going to be for sale.
We very quickly hit about 60 accounts. Now we’re working on
getting more chain distribution to increase sales volume. I’ve been doing a great deal of driving
trying to get word out and hit the best craft beer pubs in each city from
Berkeley to Monterrey. So again, it’s
just a lot of time getting the brand name out there, but it’s been rewarding
seeing the growth in just 8 months.
Q: When do you plan
on moving into your own brewery?
Jenny: As for moving
into our own brewery, I am working as fast as I can to close on the capital
right now and purchase equipment. Most
likely we will end up in San Jose and aim to be open and functioning by the
spring. It will be a production brewery
with a tasting room attached, so that we can hold tours and events and
tastings, but we will not serve any food.
Once we are in our own space the sky is the limit on the types of beers
that Drew will brew. I know he has an
affinity towards sours right now and wants to try barrel aging a few
things. We’re also going to do some more
beers that will appeal to the growing demographic of women drinking craft
beer. So we have a few things in the works
to launch by next summer. We’re also
planning on canning at least one or two beers, probably the Blonde to start
with. Plus, we will always have an array
of session beers available, since the Strike Session Series is an extremely
important differentiator for us.
Q: You mention plans
to appeal to women beer drinkers. What
beers do you think will appeal to women?"
Jenny: Usually when I think making more beers that
appeal to women, I think adding more session beers, possibly with some
interesting fruit combinations, and more spices. I have a lot of fun right now mixing the
beers we already have, sort of like Leinenkugels does in Wisconsin. In particular the Imperial Red and Wit go
pretty well together oddly enough. I
like being able to pick out all the different smells, spices and flavors so I
assume other women would too. We’ve been
toying with the idea of adding some local fruit beers, sourcing them in the Bay
Area and making something crazy with it.
They would be one-time releases and probably part of the session
series.
Drew: It's hard to say what specific flavors would appeal to women rather than men. I could only say that beers with more complex flavors might appeal more to women. I have read in a few places that women are much more receptive to flavors and able to pick them out better than men. I haven't heard a reason for this, and I don't know why, but it doesn't surprise me. So, as a result I think women have the ability to better savor beers and identify more of their flavor components. However, it all comes down to what that one customer likes or doesn't like. No matter how receptive a woman may be to flavors, if she doesn't like hops, an IPA won't be "her" kind of beer.
I personally think it is rather presumptuous of larger companies
who come out and say, "This is a new beer for woman!" when in reality, there is no way they can say
that all, or a vast majority of women, will like this beer. Some women may be put off by the fact that
they are trying to make a beer specifically for them, insinuating that they
can't handle their other beers, which only appeal to men. So rather than say
"we are designing a beer for women," I think it should more be a
change in perception. Something like, "We aren't creating a new beer just
for women because no two women are the same.” Women love flavor and want beers
to satisfy that. That is why the world of craft beer is perfect for women.
There are countless numbers of amazing beers that are bursting with flavor, and
with the vast number of styles to choose from, every woman can enjoy the
adventure of finding one that she truly loves."
Just like running, brewing for a living is both a lot of
hard work and a lot of fun. And the best
thing is we all can enjoy the rewards of Jenny and Drew’s hard work.
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