Sunday, September 15, 2013

G/I/A/A (Adroit Theory Brewing)

So creating buzz and excitement around a new craft brand is often the hardest part of getting a new brewery off the ground. Simply being a new brewery means nothing to the public anymore. There is constant murmurs about new breweries and this bubble scare concerning local brands. So bury your brand in the dark corners of social media and reach out to the famished consumer. The consumer who is happy with new brewers who can produce solid beers according to style guidelines, but we want more. Our minds and palettes have been blown for years, and we want the next extreme, and we found it!

I had glimpses from respected sources here and there. I finally got an in when a fellow snob at work got his taste tester kit. How? I wanted to shape the future, let me taste test! So I sent the required email and got on the list. A bit of time went by and a package turned up on my porch at first glimpse I was so excited my wish had come true. I got a test batch of GIAA, an IPA aged on ash. This definitely was an experience I had to share with Nathan. Nathan is a coworker who is deep into BA and had recently done a bit of trading that put me out of the realm of having something to contribute, until now.

I went to his house this time, he had offerings from 3 Floyd's and Russian river. The complex beers flowed, we had an aim for getting into his sours but started with this. Hoppy nose with a subtle strange ash flavor, that finished mellow. There was such a play happening, it was unlike anything we had recently. This wasn't the final draft! There could be something more delightfully complex, this is just 1 of 5 versions of this beer. One thing Adroit Theory has full control over is the marketing and brand image. Cloaked in mystery, this brand will be in high demand once their products go retail later this year. They are rumored to be doing a members program by mail order like the bruery does in California. Sign me up! I will definitely keep my finger in the pulse of this one. Please send me another sample. I'd really like to try the stout they sent out. Keep up the great work, and I will keep preaching your gospel. Cheers