Written by Joe Connolly, Sales Director
Strange, of course, because we were kinda like students bringing in our assignments to share with actual masters of the same craft. Rather than describing how we take inspiration from Bavarian and Franconian lagerbier tradition, we’d actually be able to share our work with the brewers, professors, and crew of the oldest brewery in the world. What would actual Bavarians think of some young lager brewery from the suburbs of Boston?“It’s an irony of the Weihenstephan brewery that the oldest remaining building on the campus, the former cloister, houses their state of the art laboratory. Under medieval vaulted ceilings, we unpacked and presented our beers to some of the world’s foremost beer experts. In practice it was not altogether dissimilar from our own sensory analysis process; a shared moment of hushed silence as each beer was presented, discussed and dissected, followed by a crescendo of voices coming together to compare notes.
As much as we wanted to claw some constructive criticism from our collaborators, little was forthcoming. Their enjoyment of Fest of Both Worlds was apparently genuine. While our collaboration is certainly not “hoppy” by American craft beer standards, the bright and inviting new world hop flavor paired with the classically drinkable festbier character won them over. What initially felt like running a gauntlet ended with toasts and the kind of shop talk brewers all over the world love to engage in.” –Jack Hendler, Co-Owner & Chief Production Officer
Photo by: www.freising.de
That’s how we found ourselves processing through the town square, over the Isar Bridge to the Freising fairground, kicking off the 92nd annual Volksfest with cans of Copper Legend, Brite as Hell, and Fest of Both Worlds in hand, an incongruity caught here in a press photo. Truly surreal moments, indeed.
Congratulations on a well-deserved trip and the praise you got in place of the constructive criticism you sought. You'll never change what motivates you. Reading your recap, I sense you will never change what motivates you. You don't want to be right; learn and learn to get it right. It is so fresh, like a newly minted lager.
Years ago at a Sherborn Inn beer-tasting event, your colleagues gathered around an eight-by-four-foot table, handing out your green Jack's Abby bottle openers, and I heard a story of several founders learning the brauen craft in Germany before the kettle adventure started in Framingham.
So much has changed in the beer world while you keep a focus that remains true to brand intent. Certain beers in your stable remain staples while you experiment with nuance and skill to create cans of Fest.
As a fan of your brands, I visit occasionally for a pretzel and mug. I see you treat visitors as guests and move us from confidence in your tastebuds to gaining trust in your sense of balance that reinforces a belief in your mission.
Members become advocates whose organic marketing extends to those who shout praise as rooftop evangelists. I'm one of those about Copper Legend.
Now, if I could only get you to offer its bounty year-round.
Thank you for the kind words! We love having dedicated lager fans like yourself!