Who The Hell Are You?
My name is Brandon Wilkinson, and I am the President and Brewmaster of The Hoppy Dwarf Brewing Company. I have been brewing for two years, volunteering at a local brewery, and I currently work a second job as Assistant Manager at a craft beer retailer. I am constantly soaking up as much information as I can from fellow homebrewers, professional brewers, distributors, and retailers in order to launch my own microbrewery startup. My partner, Robert S. Bexley, serves the company as our CFO and legal counsel.
Besides being beer geeks, we are fantasy/sci-fi geeks as well. In the establishment of the Hoppy Dwarf Brewing Company, we are looking to combine our passions for beer and fantasy and create for our customers a delicious craft beer selection with a story behind every beer!
Our primary focus is, of course, the quality of our products. The Hoppy Dwarf Brewing Company will provide artisan hand-crafted beers with fantasy themes. We wish to attract craft beer geeks by offering quality ales with premium ingredients, but also to leverage a unique marketing strategy to bring in gamers and fantasy and science fiction fans who may not normally be craft beer consumers. On our website, The Hoppy Dwarf Brewing Company, we feature a brewery news blog, but also a blog in the voice of our company mascot, a Dwarven Brewer named Brann Kegbelly. That’s the guy with the beard in our logo! He tells tales centered in our fantasy setting of Urthgardt about his adventures as a brewer, creating magical ales that saved his world. Every beer we offer will have a story behind it, and we want to include YOU in our story!
In addition to producing and selling quality craft ales, we also want it to be known that Hoppy Dwarf Brewing is committed to being a responsible member of the small business community. We will focus on sustainable brewing practices using modern water-reclamation techniques, and finding ways to repurpose our spent grain byproducts into feed for local farmers and dairies. A plan is also underway to partner with local churches to use a portion of our spent grains to bake and freeze bread for community food pantries.
What Kind of Beers Will You Have?
In our first year we will offer four recipes, one for each traditionally heroic culture in a fantasy genre: Humans, Dwarves, Elves and Halflings. Here they are in order of their release:
Dread Edd's Immortal Pirate Ale:
The legendary Dread Edd, Pirate King and Tattooed Scourge of the Blood Seas, brewed this powerfully bitter IPA with mystical hops grown on a Forbidden Isle. The preservative powers of these cones have allowed him and his pirate minions to live for centuries, defending their territory against all comers. The hops chosen for this ale will reflect notes of citrus and tropical fruit.
Blackforge Dwarven Stout:
This hearty, nourishing ale is black as the depths of Blackforge Mountain, the home of the Dwarves in the world of Urthgardt, where our tale is set. Brewed with smoked and roasted malts to conjure the smoke and fire of the forge, this ale was quaffed by Dwarven warriors to provide invulnerability for a time in heated battle.
This light, delicate ale, brewed in the style of a Belgian Blonde with the addition of honeysuckle, was created by Elvish bards, the yeast inspired by their ethereal voices lifted in song. These draughts were used to heal the wounds of Elvish warriors in battle.
The Nutty Halfling:
A once carefree and agrarian people, the halflings' homeland was horribly razed in the Great Orc Wars decades ago. Still to this day, these wee folk struggle to reclaim their link to the land, and many have turned to less noble pursuits to survive. This nut-brown ale was brewed by a halfling priestess from barley grown in hallowed soil to grant her people the power to travel unseen, protected from the eyes of their enemies. Chocolate and Victory malts dominate the flavor profile, to create a chewy, nutty, and comforting brew.
Update: A new Goal! What Do We Need?
I'm so glad you asked! :D What we're asking is to help us get started providing big beer for big imaginations.
We began this campaign with a huge goal of $100,000 but after re-evaluating our initial marketing efforts and the advice offered by the Indiegogo community, we realized that we have to refocus our strategy into smaller, attainable goals.
We consider this campaign Phase I of our strategy, and OUR NEW GOAL IN THESE LAST FEW WEEKS IS $3000.00. This will pay for our initial project costs, to include the following:
- INGREDIENTS: Without ingredients, there is no product. Because we are dedicated to create a premium handcrafted product, it’s important to purchase high-quality ingredients from the get-go, as we perfect the recipes for our initial offerings.
- BREWING EQUIPMENT: This is essential so we can fully develop recipes using reliable and efficient equipment. Our Pilot system needs to produce an ample quantity and quality of beer that we can use for free tasting events as we build awareness in the local craft beer community in the metro-Atlanta area.
- PROFESSIONAL MARKETING MATERIALS: It is important to use professional artists to design artistic representations which embody the spirit of the Hoppy Dwarf Brewing Company in its logo and other images. Because consistency of brand imagery cannot be compromised, it necessary to use the same logo, color palate, and artistic direction in all things that identify the company, such as business cards, letterhead, the website, Facebook and other social networking sites, t-shirts, stickers, glassware, etc.
- COMMUNITY OUTREACH: No amount of hard work towards the creation of a quality beverage product will matter without spreading the word! We will raise awareness in the craft beer community by blogging. Online message boards, establishing a presence at beer festivals AND fantasy/sci-fi conventions , and interacting with distributors, retailers, and most importantly, craft beer lovers! In the craft beer aficionado niche market, word of mouth is an invaluable resource that cannot be bribed or bought, but must be earned. This activity is ongoing and persistent. Schwag in the form of branded t-shirts, glassware, and stickers are essential to helping establish positive brand awareness and community goodwill until a product is able to be produced and sold. After the manufacturing begins, schwag will be used a promotional device to help maintain brand awareness and goodwill.
- INCORPORATION: Having a legal identity is as important as having a brand identity. The Hoppy Dwarf Brewing Company will be incorporated in order to attract capital investors and to provide legal protections to its owners and officers.
Whew! This is going to be an adventure alright! I’m sure there will be many stories to tell. One day we will raise our mugs together and exchange our tales! I’m sure you’ll have a few of your own, too.
Until then, my friends! Contribute if you’re able; share and Like and Tweet our story to the heavens if you’re not. And remember, above all else, life’s too short to drink bad beer!