In 1992, when we decided to create a pub specializing in “good” beer, there were no available statistics to indicate how small our chosen niche in Kentuckiana’s beer market really was.
Had there been such market research, I would have sifted carefully through the numbers, noted the objections of traditionalists for whom business is mathematics alone, listened patiently as my friends listed the reasons why it wouldn’t succeed … and then tossed all of it into the nearest trash can.
The business plan with respect to the beer selection at Rich O’s Public House could have been written on the back of a cocktail napkin, but we never got that far. It came down to this:
- We would stock the best beers available, although not all at once, as we knew that wholesaler, retailer and the market itself would evolve together over time.
- Starting small, we would educate constantly and help to shape our market rather than react to it.
- Superior product knowledge and unmistakable passion for good beer would define us, and our customers would embrace these tenets and pass them along to their friends.
- If only 5 out of 100 beer drinkers would ever become interested in good beer, then we’d make sure all 5 came to us … and we’d wait for the other 95 to come around.
In 1992, we became the first draft account in New Albany to sell Guinness. Pilsner Urquell followed shortly thereafter. Tap handles increased from 1, to 2, then 3, then 6, 7, 19 and now 34. The bottled beer list grew from 25 to a present total of more than 200.
At first, the emphasis was placed on imports, but as the American craft beer revolution unfolded, the balance shifted toward microbrewed specialties.
In 2002, we opened our own pub brewery and began developing new stylistic variations meant to complement the ones that already were popular. We didn’t want to compete with proven winners, but to create new ones: Light-bodied but dark-colored Community Dark, a hop monster called Hoptimus, and a homage to our nearest casino (Croupier) are just three of our brewers’ popular creations.
Many customers drink our house beers, which are brewed under the New Albanian Brewing Company moniker, but others enjoy Alpha King (Indiana), Michigan-brewed Bell’s beers, or classic imports like Ayinger (Germany) and Young’s (U.K.)
Some, like me, drink them all … but I have an excuse: Quality Control.
I suppose now that Rich O’s Public House is an institution of sorts, it’s easier to look back and neglect the hard parts and the lean times, and certainly there’ve been plenty of those, but we’ve remained true to the non-cocktail napkin plan and relied on the most important factor.
Passion.
In the final analysis, good beer is all about passion. Imports, micros, craft beers – whatever the specific brand and style, all represent something that extends beyond the “least offensive denominator” approach of the mass market, and this is as it should be.
Anyone in the state of Indiana who fulfills the minimum qualification of being 21 years of age can locate, purchase and consume a typical American-style light beer.
But to become enraptured by the hoppy caress of a microbrewed IPA, or to feel the exploding malt of a German Doppelbock – these are the reactions that speak to one’s joy and enthusiasm for those aspects of life that transcend the commonplace.
Once bitten by the “good beer” bug, it’s hard to go back and settle for the ordinary. Newly minted aficionados begin noticing savory internal addendums to chosen activities.
Beer to accompany cuisine? A crusty, garlic-laced vegetable calzone and De Glazen Toren Saison.
The changing seasons? Old Rasputin Russian Imperial Stout on a freezing, wintry day, but Franziskaner Dunkel Weizen when seeking a restorative from summer’s burn.
The time of day? Mild but flavorful Sierra Nevada Pale Ale or Anchor Steam at lunch, but maybe Mojo IPA in the evening.
A good book? Contemplative Belgian Trappist ales -- Achel, Orval, Rochefort -- to match the intricacies of David Mitchell’s “Cloud Atlas.”
Can your beer do that?
