On The Shoulders Of Giants
Collaboration Series: On the Shoulders of Giants
Sir Isaac Newton once wrote “If I have seen further, it is by standing on the shoulders of giants." As an all-sour beer company starting out in a thriving craft beer revolution, this quote has struck a chord in our hearts.
Take a moment to think about your favorite craft beer, your most memorable brewery visit, and the friends you’ve met through your shared interest in craft beer. The craft beer revolution that we enjoy today has grown and flourished through the hard work, passion, and dedication of the brewers and pioneers who paved the way for those of us who are starting breweries today. We have the utmost respect for those who have come before us and shaped the amazing craft beer industry that we have today.
In honor of those who have contributed immensely to the growth of craft beer, we are starting our first collaborative series of beers, called “On the Shoulders of Giants”. In this series, we will collaborate with a person (aka a “giant”); someone who has significantly and positively changed the landscape of beer. Once we have blended and released a beer with one of the “giants”, we will work with that person to select the “giant” for the next collaboration in the series. In our first installment of On the Shoulders of Giants, we collaborated with our personal “giant”, Pete Slosberg.
Our Giant: Pete Slosberg
Pete Slosberg co-founded Pete’s Brewing Company in 1986. His flagship beer, Pete’s Wicked Ale, was an American Brown Ale that was made with an all-malt recipe and a focus on quality ingredients. In a time when craft beer awareness wasn’t nearly as prevalent as it is today, Pete understood that education about craft beer was paramount to understanding awareness about craft beer. In order to promote better understanding about beer, Pete created “Pete’s Landscape of Beers”, an educational tool that he used to “teach anyone to be expert in craft beer in 10 minutes”. When hiring a new employee, the offer letter included three books, and the new hire was required to take a beer test on their first day with the company. In a time when 6 packs were the norm, he was among the first package his beers in a 22 oz. bottle as a core strategy for the packaging (take a moment to think about how much of an impact that has had on how we try beer today!). And what about cans? Pete was among the first craft breweries to put his craft beer in cans, which eventually could be enjoyed on four different airlines. In a time when seasonal varieties were limited to just a Christmas or pumpkin beers, Pete was the first to offer four different seasonal beers. Pete's Brewing Company was the first to sponsor the Ninkasi Award through American Homebrewers Association, an award given to the most awarded homebrewer at the National Homebrewer's Conference. Part of the prize included being the first homebrewer to do a collaboration that was released nationally. When KQED hosted a beer fest in the early 1990’s and asked Pete for a donation, he auctioned off a dinner with himself, instead of the traditional case of beer or shirt. Greg Koch and Steve Wagner won the auction and joined Pete for dinner, a few years before they went on to found Stone Brewing Company. When Facebook and Twitter weren’t yet an option for communicating with his followers, he created an ad campaign in 1994 that the NY Times said was one of the top 10 nationally, across all companies. When Pete heard he was going to be a first time grandfather, he approached Drie Fonteinen about blending a special sour beer in honor of his grandson's birth, a beer that could be cellared for 20+ years for that generation. Armand and Lydie thought it was a crazy idea, but supported it. For the first time ever, Armand blended a beer from only his worts. This inspired Armand and Lydie to create their own unique offering from this blend, Armand 4, Spring. In a time when the options for craft beer were few and far between, Pete did things his own way. With 10 years of over 100% growth and making the Inc. 500 list for fastest growing private company, Pete’s Brewing Company was a force in craft beer that changed the idea of beer as we know it today.
In our first installment of “On the Shoulders of Giants”, we gave Pete the keys to our barrel house, and let him create his perfect sour. After tasting though countless barrels, Pete decided to create and blend a dark sour beer with sour cherries. Pete chose the barrels, blended the beer, added the sour cherries, bottled the beer, and visited often to check-in on his blend. With rich notes of dark chocolate and cherries, this beer is arguably one of our most sour beers yet. With the recent birth of his granddaughter McKayla, Pete created this beer with the intention of sharing these bottles with McKayla on her 21st birthday, in 2034 (we can’t guarantee this beer will age that long, but will definitely be tracking it’s progress over the years!).
A Message to Pete
Thank you for all you have done in craft beer to create an environment where a few guys with the crazy idea of starting an all-sour brewery have a chance to share our passion with the world. If we have seen further it is by standing on your shoulders.
Jay, Alex, and Brad