By Steve Hindy
What do you get if you pass a journalist and a banker? A brewery, of course.
"A nice urban must have nice beer. long island ultimately has, because of Brooklyn. Steve Hindy and Tom Potter supplied it. Beer institution explains how they did it: their error in addition to their triumphs. Steve writes with a journalist's skepticism-as although he has forgotten that he's reporting on himself. Tom is even much less forgiving-he's a banker, in the end. 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 obtainable and insightful case research with incredible perception for aspiring marketers. And if that is not adequate, it's all approximately beer!"
—Professor Murray Low, government Director, Lang middle for Entrepreneurship, Columbia company School
"Great classes on what each first-time entrepreneur will event. Being down the block from the Brooklyn Brewery, I had firsthand witness to their confident influence on our group. I supply Steve and Tom's e-book an A++!"
—Norm Brodsky, Senior Contributing Editor, Inc. magazine
"Beer university is an invaluable and pleasing booklet. In essence, this is often 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 difficult as they get. What a enjoyable problem! The booklet may help not just these marketers who're beginning a company but in addition these attempting to develop one as soon as it really is demonstrated. Steve and Tom write with enthusiasm and perception approximately construction their company. it's transparent that they realized much alongside the best way. Readers can study from those classes too."
—Michael Preston, Adjunct Professor, Lang middle for Entrepreneurship, Columbia company tuition, and coauthor, The street to good fortune: the best 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 gear 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 getting into a enterprise out of ardour, in an they knew little approximately, being heavily undercapitalized, with an excessively naive marketing strategy, and their final luck, is an inspiring tale."
—Ken Grossman, founder, Sierra Nevada Brewing Co.
Read or Download Beer School: Bottling Success at the Brooklyn Brewery PDF
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Extra resources for Beer School: Bottling Success at the Brooklyn Brewery
As well as those visitor audio system and onsite schooling periods, we invited all our salespeople to the beer dinners we have been sponsoring per thirty days at American pageant Café (now Rock middle Café) in Rockefeller middle, and at Café Centro in Grand principal Terminal in long island. We built those courses with John Harding, the insightful vp for advertising of eating place affiliates (the company that owned the restaurants). With each one new yr, our neighborhood outreach and occasions grew, including a number of venues and degrees of participation that our staff might take pleasure in and study from. the yank competition occasions featured the yankee breweries we represented, and the Café Centro occasions featured the imported breweries. At those occasions, visitor audio system instructed the tales in their businesses and spoke of their beers, that have been paired with five-course nutrition. We have been aggressively cultivating an environment of participation and experimentation with foods and drinks. We took our salespeople to the good American Beer pageant in Denver, the place they observed that the Brooklyn Brewery was once a part of a countrywide flow towards larger beer. eventually, we invited Michael Jackson, writer of the realm consultant to Beer, to manhattan for distinct tastings each year. As a part of his stopover at, Michael often spoke to our salespeople approximately reliable beer and replied their questions. one hundred twenty ★ BEER institution i feel this schooling application used to be an immense motivating issue for our staff. schooling is robust. It created a heritage of self assurance and mastery inside our revenues strength that won't were there if we had trusted their promoting services by myself. We weren't simply placing them out at the chilly streets of recent York and telling them to promote those unknown beers; we have been giving them the information and the courses they had to make the revenues. such a lot of our salespeople famous that they have been gaining necessary talents that might improve their worth as salespeople for the Craft Brewers Guild and/or the other corporation for which they could paintings sooner or later. this present day, there are Craft Brewers Guild alumni in lots of key positions with beer, wine, spirits, or even sake and low businesses, round the kingdom. revenues Incentives: a strong instrument as well as inventory possession and product schooling, one other very important software that Tom and that i used successfully from day one for our Brooklyn beer revenues crew because it grew is the revenues incentive. Paying bonuses for hitting particular pursuits is crucial motivator for a salesman. through the years, we have now been in a position to concentration our humans on particular parts the place we wish to make earnings, and traditionally, they've got brought. We loved doubledigit progress for the 1st 15 years of our lifestyles, and that i imagine our revenues incentives have been an enormous issue. this day, a beginning salesclerk at Brooklyn Brewery can count on to make a base pay of $40,000 and earn not less than $20,000 in more pay via incentives. often, an incentive application had a companywide objective and a moment aim for the territory lined by means of the salesman.