Lansing Regional Chamber - - Michigan Craft Beer Update - - October 14, 2014

Lansing Regional Chamber Event 

Michigan Craft Beer Update 

October 14, 2014 

One reason that I’m glad that my company, T.A. Forsberg, Inc. is a Lansing Regional Chamber member is the wide variety of networking events offered.  They are usually quite interesting and a great way to meet other business people in the Lansing Area. 

Tonight, I’m at the MSU Kellogg Center for the Michigan Craft Beer Update.  Scott Graham, the president of the Michigan Brewer’s Guild will present a talk about the Craft Beer Industry along with two representatives from New Holland Brewing Company, Brett VanderKamp, the President and Fred Bueltmann, the Beervangelist! 

 They are serving six beers and pairing them with suggested foods. 

Griffin Claw’s Norm’s Raggedy Ass IPA and New Holland’s Paleooza are hoppy beers.  (Paleooza is a really good Pale Ale and Norm’s Raggedy Ass is a great IPA!)  These will be paired with a Jerk Pork Slider and Blackened Chicken Tacos. 

Dark Horse’s Amber Ale and Founders Porter will be paired with Grilled Tenderloin Skewers and Smoked Salmon Rosette.   

Brewery Vivant Farm Hand Farmhouse Ale and New Holland’s White Hatter will be paired with a Mini Caprese Salad and Soy Marinated Chicken Lollipops. 

The food and beers are all great; I’m a big Porter fan, but had never tried Founders Porter before.  People enjoyed the food and conversation for about an hour and then it was time for the presentation. 

Steve Schultz from the law firm that represents the Michigan Brewer’s Guild made a short presentation where he mentioned the “Beer is the biggest invention for man since the wheel.” and introduced Scott Graham from the Brewer’s Guild. 

Scott explained that the Beer Guild aims to unify and promote the Beer Industry in Michigan.  They sponsor four large beer festivals each year.

We learned that Craft Beer represents 5% of the Michigan Beer Sales and it is a growing market.  The breweries are growing and there is a lot more Brewpub activity.  There are more breweries now than at any time in Michigan’s history.

The brewers have a really open community with a lot of communication and cooperation between the brewers.

Scott then introduced Fred Bueltmann and Brett VanderKamp from New Holland.  They held a panel discussion with Scott moderating. 

They first discussed how Fred and Brett became interested in the industry.  They liked beer from a young age, but were disillusioned by how all the American beers that dominated the market were so bland and similar to each other. 

After he graduated from college, Fred learned of New Belgium brewing in Colorado and tried some of their beers.  He decided to try to make them in Michigan. 

Fred saw that the culture was ready to accept improved beers.  He compared it to how the Bread, Coffee and Cheese industries were creatively improving and diversifying their products. 

The original plan was to be a Brewpub.  While the local religious community gave them some resistance, they overcame that with respectful, open communication.  Eventually, they grew to the company that distributes their beer and distilled liquors widely.

Scott then led a discussion about decision making and the introduction of new beers.  They both believed that the best decisions involve doing things simply and avoiding overthinking.  Things work best with natural evolution.  When one beer idea leads naturally to another, creative new beers can arise.  When they deliberately try to manufacture a beer to fit a perceived market niche, they might “force” a beer that is not up to their quality standards. 

Brett specifically mentioned an orange wheat beer that did not work (with an obvious shudder!)  Fred remembered a “Red Tulip” beer that also was developed for the wrong reasons.  They have learned from these and are usually able to avoid these mistakes now.

They also mentioned how important it is to really listen to customers, employees and other participants in the industry so that you understand what they are saying, not what you want to hear.

They also talked of their distilled liquors and cited how that was an outgrowth of using grains to produce beer.

Brett let us know that they want to grow about 20 to 25% per year.  Any more of that risks bringing a lot of stress into their successful company culture and could prove to be counterproductive.

They finished up their presentation with a video where they emphasize the importance of stopping and tasting.  This is as opposed to rushing through things and not truly experiencing things (like their wonderful New Holland Beers.)

I’m a big fan of the New Holland Beers; my personal favorite is their White Hatter (Belgian IPA), but they have many other fine beers.  The Hatter series is a number of IPAs all with a unique twist.  Another personal favorite of mine is their Belgian Beer, Monkey King.  (I’m a huge Belgian fan.)

Thanks to Scott, Fred and Brett for a fine presentation and thanks to the Regional Chamber for putting this on for us. 

The Craft Beer Industry is growing strong, providing a lot of jobs and providing a lot of great beer to the people of Michigan.  They truly deserve our support!!!