The American craft brewing industry is extremely cohesive, with businesses mirroring each other from the West Coast to the East Coast, North to South, Alaska to Hawaii. Even so, San Diego is very unique. With more than 100 brewhouses having opened throughout the county over the past 25 years, the question we hear most is about competition within the industry. It’s an understandable inquiry (imagine having 100 cheese-makers in one county…yeah, we’re looking at you, Wisconsin!), but it always makes San Diego brewers scratch their heads. For the most part, we really don’t see other breweries as competitors. To us, they are our comrades in the fight for the rise in awareness and availability of high-quality beer in a world dominated by macrobeer. That’s the great thing about artisanal industries like craft beer—just like us, our compatriots are working on bettering the craft, and each great new beer gives us, and other breweries opportunities and ideas. It’s a “collaboration not competition” mindset, a constant alliance and source of inspiration among our breweries. We’ll admit that it’s far from the norm for most industries, so one feels compelled to pose the question: How did such a unique business culture arise?
We put in a full year of planning, effort and beer wrangling to make the annual Stone Anniversary Celebration & Invitational Beer Festival the best and biggest it can be. Considering it’s the largest annual beer fest on the West Coast, we’re inclined to believe we do a hell of a job. We just wish it didn’t go by so quick. In less than 24 hours, we blow through 364 days’ worth of work and just about as many (but even more) kegs! Take, for instance, this year. Over 50 breweries from around the country showed up and brought 187 beers. And that’s all in addition to the 50 Stone beers we busted out to celebrate 18 years in the craft brewing biz! It was the kind of fete we wished every fan that helped us get to this ripe (young?) age could have participated in. But alas, even with nearly 8,000 tickets sold (and more than a quarter million dollars raised for charity, thank you very much), some will only experience this special day via this blog post. So, we’re going to go as in depth as possible so those who couldn’t make it know what to expect when they hopefully come out next year, and those who did join us can have fun reliving the Stone 18th Anniversary Celebration & Invitational Beer Festival.
We can see the headlines now: Stone makes another IPA! The world is shocked at such a divergence from a company that hardly ever explores hoppy beer styles. Yes, that’s sarcasm! Obviously, no one will be shocked to discover we’re making yet another aggressive IPA. We’ve never tried to hide our lust for hops. Heck, we freely fly our hophead flag. But we’re sure the question will arise. Stone has already made a bunch of IPAs, so why make another. Isn’t the already lupulin-obsessed market saturated with hoppy beers? And who says the world needs another IPA, anyway? We do!
It’s easy to look at craft beer as some sort of underground club, with all of the secret passwords (Reinheitsgebot?) and acronyms (IBU, OG and CO2 to name a few). Plus, you know some particularly beer geeky bottle-shares must have unique and complicated (if not completely dorky) handshakes. But once you get into the world of beer, it isn’t so intimidating. The hardest part is becoming aware that the world of craft beer exists at all. Having a guide already privy to the lingo, hot spots and best brews makes things a lot easier. Nearly every craft beer fan has a good-hearted shepherd to thank for taking the time to expose them to something better, and we want to recognize these people for the good they do. To put it simply, by selflessly guiding people toward the promised land, they make the world a better place. That’s why we’re asking you to take a moment to call them out for their good deeds on social media. Go online and tell us who showed you the light by telling your story and tagging them on Facebook or calling them out on Twitter using #craftbeershepherd. When doing so, take a second and ponder where you would you be without them—perhaps falling for gimmicks like Vortex bottles, black crowns, crafty branding and subsisting solely on American adjunct-laced swill. Praise be to the #craftbeersheperd!
By now, many are familiar with our newest brewing foray, the Stone Stochasticity Project. But even two brews in, you may not be familiar with the term “stochastic,” especially in the context of brewing. The definition of stochasticity is wordy and probably only truly makes sense if you’ve studied Probability Theory in depth (Hitchhiker’s Guide to the Galaxy doesn’t count—that’s Improbability Theory), but even our one-track minds picked up on the potential and complexity of this idea. In layman’s terms, stochastic is a non-deterministic, or random, state. So, why not just say that? For one, the scientific background would be lost, and random just doesn’t have the same ring as Stochasticity, nor all the connotation. Two, the Stone Stochasticity Project is much more than just brewing beer. It involves delving beyond what most people think about beyond beer’s four main ingredients. So where does that leave us in our ever-evolving quest for good craft beer? Right at the newest member of this series, Stone Stochasticity Project Quadrotriticale, a beer that holds up to the stochastic and technical nature of this venture.
Even in the exciting brewing industry, starting a new job is a little daunting. Like any job, all the new people and pre-established dynamics can be tough to get a grip on…and then there’s all the work that has to be done on top of that. But add in the hundreds of new people and 18 years of pre-established liquid lore and well-documented ideologies associated with Stone Brewing Co., and it makes for a few abdominal butterflies. Even coming from a smaller but plenty reputable brewing company (well, two, technically, having worked for two brands under one roof, Port Brewing Co. and The Lost Abbey), this was a formidable new career undertaking to say the least. Thank goodness for what may possibly be the best employee orientation in the world—or at least the brewing industry.
Acting as a refreshing wind in an industry formerly dominated by watery lagers, craft breweries quench imbibers’ thirsts while also fueling their minds and imaginations. A stroll through any Stone Brewing World Bistro & Gardens restaurant, Stone Company Store or even our flagship brewery, will turn up Stone-inspired artwork and aesthetic touches ingrained in those facilities’ architecture and design. While our signature style and imagination are highly visible to the public, for the most part, only members of Team Stone get to see the creative pieces designed for us by our fans, many of whom use Stone and our beer as their muses. Luckily for us, many of these artists gift us with their creations, allowing us to populate our venues with collections of fan-made art, ranging from sculptures to skateboards. We cherish their work and generosity, and are happy to share some of the fruits of their inventive labor with you here.