ESTER Invites Craft Beer Producers To Join New Flavor Intelligence Collective

NEW YORK, NY— ESTER is building a United States lab for the chemical and sensory testing of beers and development of their Flavor Intelligence database. Craft breweries are invited to join ESTER’s Flavor Intelligence Collective.

ESTER was launched in 2018 in Belgium, where the first Flavor Intelligence lab is located. The new New York-based lab facilitates analysis of more brands, allowing population of the flavor database more quickly. 

Craft breweries can join ESTER’s Flavor Intelligence Collective with as little as one beer at the early adopter price of $600 per analysis, with pre-orders receiving an additional $100 discount. Breweries who join the Collective get a full, objective sensory analysis panel assessment of the flavors and aromas in their beer following scientific descriptive methods; a chemical analysis with more than 200 chemical compounds connected to flavor and quality; product comparison juxtaposing the beers in their assortment with industry competitors; and access to the world’s most comprehensive flavor database that empowers breweries and the craft industry to grow together. 

“We want the craft beer community in the United States to come together and help us build the most complete database of scientific beer flavors ever cataloged,” says ESTER co-founder Jean Van Damme. “We are on a mission to level the playing field - making advanced flavor intelligence accessible to any brewer that is passionate about their product and wants to bring it to the people who will love it.” 

Join ESTER’s Flavor Intelligence Collective and learn more at www.ester.ai/preorder.

Interested media can contact Emily Hutto at hutto@radcraftbeer.com with any inquiries and visit Brandfolder for press assets.

ABOUT ESTER  
ESTER is building the most comprehensive beverage flavor intelligence that exists today, an AI engine to understand flavor on a personalized level. Consumers use ESTER to explore their unique flavor preferences through efficient exploration, while retailers and producers use ESTER to increase customer loyalty and sales. This integrative technology was launched in Belgium in 2018 by Jean Van Damme, Didier Vanden Broucke, and Frederik Durant, and brought to the American market in 2020. Through academic partnerships with the Verstrepen lab at the University of Leuven and Cornell University, ESTER has grown into a multidisciplinary team of scientists, data engineers, developers, and UX experts on a mission to use the latest science and machine learning technology to deliver innovation to the food system. Learn more at ester.ai.

Craft Industry COVID-19 Update - June 9, 2020

Photo by Rachel Cross

Each week we’re pleased to Zoom chat with craft communicators across the country through our #radcraftindustryrelief efforts. Last week, we talked about shifting beer sales strategies with Peter August of Karl Strauss Brewing Company and Mike Singer of Other Half Brewing Co.

Karl Strauss distributes through multiple companies, including their in-house distribution arm Karl Strauss Distributors for craft brands in Southern California. August leads Northern area sales, and offers the unique perspective of a time-honored (31 year-old!) brand making meaningful impact outside of home turf. August prioritized meaningful engagement with chain stores in the marketplace for larger brands that can accommodate the demand. “Who are the 20 percent of stores doing 80 percent of your volume?” he asked, demonstrating the value of consistent, high-volume accounts.

“More chains is a really good way to reach new audiences,” Singer adds. “Bigger placements get the product out there in front of a lot of people very quickly… or you could rent a truck and throw beer at people as you drive down the road…”

He’s kidding on that last part.

Other Half Brewing self-distributes, and before COVID sold mostly draft beer. The vessel may have shifted but Singer’s approach has not. “I’m still out in the streets and meeting with buyers personally; I’ve been masking,” he explains. “Part of my training is to always have samples to make sure our beer is getting in the right hands of people who understand the product. I use samples as part of the engagement and conversation. It would be really cool to send samples before a Zoom meeting with accounts,” he suggests to craft breweries.

We should note this RadCraft Industry Relief Zoom chat was Singer’s first. He’s oldschool— built his market for the last 14 years on personal relationships. When Coronavirus hit, he was on the phone personally calling everyone.

August was doing a lot of the same, though for transparency was furloughed from Karl Strauss until just recently. Now that he’s back to work he knows one of the biggest challenges will be selling more beer with less people. Getting distributors engaged in beer is valuable, he says. “That can be difficult when they’ve got a large book of brands, so give incentives.”

August also stresses the significance of hosting accounts and distributor reps at your brewery location, albeit difficult at this current time with so many of them operating at reduced hours and socially distanced capacities. If you can, he says, giving them that opportunity is key. 

Engage with distributors and all audiences for that matter, Singer echoes, by telling a story about your brand. “People rally around a great products,” he says. “A story always sells, especially if your audience cares about it as much as you care about it.”

Join us on the #radcraftindustryrelief zoom!

Thursdays, 3:00PM Mountain Time

Join this meeting here; Meeting Password: 223518

BYOB and tag #radcraftindustryrelief on social

Sleeping Giant and Boulder Beer Announce Partnership; New Manufacturing, Sales, and Marketing Relationship to keep Colorado’s First Craft Brewery On Shelves

DENVER, CO— Sleeping Giant, the first dedicated contract brewing company in the Western United States, announced today a new partnership with Boulder Beer Company that keeps Boulder beers in distribution without interruption. Sleeping Giant will be manufacturing Boulder’s brands and taking over distribution and marketing of the Boulder-based institution’s beers in the marketplace.

This news comes after Boulder Beer’s announcement in October 2019 to discontinue its widespread distribution and operate solely as a brewpub. This is still Boulder’s plan, with the new addition of Sleeping Giant as a manufacturing, sales, and marketing partner. Sleeping Giant approached Boulder after this announcement to discuss possibilities, and the two breweries quickly worked together to keep Boulder’s brands on shelves.

Going forward, Boulder Beer Shake, Mojo, Buffalo Gold, Hazed & Infused, Spaceman, and Due East will be brewed and packaged at Sleeping Giant, where state-of-the-art lab and brewing equipment will ensure the quality and consistency of Boulder’s brands and this 40-year-old namesake of Colorado beer. 

“This is an exciting time for Boulder Beer,” says Gina Day, Boulder Beer Company Owner. “We are thrilled to have the brand continue its legacy and to continue to supply our loyal customers through retail markets.”

“For Sleeping Giant, this partnership was an amazing opportunity on multiple levels,” adds Matthew Osterman, President & Founder of Sleeping Giant. “We couldn’t be more proud to work with such an iconic brand, the first craft brewery in Colorado. Further, our new relationship will allow Sleeping Giant to better understand the distribution, sales, and marketing side of the business. Developing this expertise will allow us to assist our contract brewing clients, and provide yet another value-add service to our portfolio.

For more information about this new partnership between Sleeping Giant and Boulder Beer Company, contact Emily Hutto at hutto@radcraftbeer.com. 

ABOUT SLEEPING GIANT BREWING COMPANY

Sleeping Giant is the first dedicated contract brewing company in the Western United States. Catering to the craft beer community, Sleeping Giant offers a cutting-edge QA/QC program, approachable brew lengths, a variety of packaging options, and personalized customer service that sets it apart. Since the company was founded in 2015, it has supported the brewing and packaging needs of dozens of breweries across the country and grown to be Colorado's fourth largest independent craft brewery. Sleeping Giant made the 2019 INC 500 list and was also named a Colorado Companies to Watch this year. Learn more at sleepinggiant.com. 

ABOUT BOULDER  BEER COMPANY

Founded in 1979, Boulder Beer Company has been a pioneer in the craft brewing industry for 40 years. From their early days brewing in “The Goatshed” north of Boulder, to brewing and packaging for a regional audience out of their European-style brewhouse on Wilderness Place, to their recent move to scale down and focus on their brewpub operation, to now partnering with their friends at Sleeping Giant to keep the brands alive at the retail level, Boulder Beer’s passion for innovation and sustainability has seen them to their milestone 40th Anniversary and will continue their legacy in Boulder and the craft beer industry for years to come. For more information on Boulder Beer Company, contact Tess McFadden at tmcfadden@boulderbeer.com and follow @BoulderBeerCo on Facebook, Instagram and Twitter.