1 00:00:05,320 --> 00:00:13,839 Happy New Year and welcome to season six of Beer in Front. This is 2 00:00:13,919 --> 00:00:18,600 Beer in Front, part of the Odd Pods Media Network. Sometimes the beer 3 00:00:18,640 --> 00:00:22,320 in front of you is the best one yet. I'll talk about some old 4 00:00:22,359 --> 00:00:28,199 school beers that maybe you've forgotten about, some new beers that have the potential 5 00:00:28,239 --> 00:00:32,719 to be a classic. I'll also talk to various people around the beer world 6 00:00:33,039 --> 00:00:38,679 and get their stories all about beer. That's Beer in Front and it's coming 7 00:00:38,759 --> 00:00:48,119 up now. Happy New Year and welcome to the January second edition of Beer 8 00:00:48,240 --> 00:00:52,880 in Front. I'm your host, Dave's Alatorus and Beer in Front is a 9 00:00:52,880 --> 00:00:58,560 proud Odd Pods Media Network member. In twenty twenty four, I'm participating in 10 00:00:58,679 --> 00:01:03,280 Dry January for the first time. I was inspired to try this after talking 11 00:01:03,319 --> 00:01:07,760 with Joe and Matt's over at Go Brewing. I've talked with Joe before on 12 00:01:07,840 --> 00:01:12,719 the podcast back in August, and I really enjoy their different beer, so 13 00:01:12,760 --> 00:01:18,959 I figure now is as good a time as any to do this. I 14 00:01:19,159 --> 00:01:23,040 tried maybe six years ago. I tried it for a week and that was 15 00:01:23,159 --> 00:01:30,879 difficult. But the choices with non alcoholic beverages back then they pale in comparison 16 00:01:32,319 --> 00:01:36,400 to what you could enjoy now, so I feel with the tools available to 17 00:01:36,439 --> 00:01:41,480 me, I've got this. I'm doing this for many reasons, mostly for 18 00:01:41,599 --> 00:01:46,439 my weight and health. Since the pandemic and the start of the podcast, 19 00:01:47,040 --> 00:01:51,439 I put on forty pounds and it's time for that to go away. When 20 00:01:51,480 --> 00:01:56,319 I injured my back in August, I haven't been as active as i'd like 21 00:01:56,439 --> 00:02:01,079 to, which it's understandable, but it's still not excuse, so that's all 22 00:02:01,159 --> 00:02:07,039 on me. I've had some epidural injections in my back last week, so 23 00:02:07,120 --> 00:02:12,960 hopefully that's gonna kick in soon and I could be more active to help me 24 00:02:13,159 --> 00:02:17,400 drop this weight. If not, between the beer and diet, I'll be 25 00:02:17,520 --> 00:02:23,000 more cognizant about my health and weight. I hit the scale took a body 26 00:02:23,080 --> 00:02:28,120 pick on January first, but if you want to see that, you're gonna 27 00:02:28,120 --> 00:02:31,080 have to sign up for OnlyFans or something. You're not getting that for free. 28 00:02:31,479 --> 00:02:36,240 I'm going to update the weekly loss here on the podcast and on the 29 00:02:36,280 --> 00:02:44,479 website beerinfront dot com. I'm also tracking my sleep to see the improvement before 30 00:02:44,599 --> 00:02:49,759 and after, so i'll let you know how that's coming along as well. 31 00:02:49,919 --> 00:02:53,719 I'm confident that I'm gonna drop the weight and be healthier because I did it 32 00:02:53,759 --> 00:03:00,120 before in twenty eighteen. I dropped an easy thirty pounds and felt better. 33 00:03:00,360 --> 00:03:06,360 So while it might be a little harder now since I'm older and my sight 34 00:03:06,479 --> 00:03:09,919 hustle is beer, but it's going to happen. I'm still going to talk 35 00:03:09,960 --> 00:03:15,000 about the beer world in different beers out there. I just won't be having 36 00:03:15,039 --> 00:03:21,120 as many of them. I did some recording the last week of December, 37 00:03:21,319 --> 00:03:25,680 so I have a couple beers segments recorded, so throughout the month, I'll 38 00:03:25,719 --> 00:03:30,199 still be talking about the beer that's in front of me. I'm really proud 39 00:03:30,280 --> 00:03:35,000 of the interview with Joe and Matt, so stay tuned for that in a 40 00:03:35,039 --> 00:03:38,479 couple minutes. Thanks for listening to me. Ramble on to find out more 41 00:03:38,560 --> 00:03:52,159 on my journey and dry January, check out Beer Infront dot com in Beer 42 00:03:52,199 --> 00:03:55,479 News. This week, Jim Bean is coming out with a new line of 43 00:03:55,639 --> 00:04:02,039 Kentucky Cooler Lemonade. They're gonna have two flavor is, black cherry and blueberry. 44 00:04:02,280 --> 00:04:06,240 These are going to check in at five percent alcohol and will be made 45 00:04:06,879 --> 00:04:11,879 by the people over at Boston Beer. So look for that. That should 46 00:04:11,879 --> 00:04:16,199 be coming out this year. Goose Islands, Bourbon County brand Stout had a 47 00:04:16,279 --> 00:04:23,439 forty seven percent sales drop for a similar four week period from last year. 48 00:04:24,240 --> 00:04:28,959 Mariano's, which is an Illinois grocery store chain, they already have all of 49 00:04:28,959 --> 00:04:32,639 it marked down fifty percent, so if you didn't grab any on Black Friday, 50 00:04:33,120 --> 00:04:36,959 knowledge your chance. I'd be pissed if I dropped a ton of money 51 00:04:36,959 --> 00:04:43,000 on it to see it marked down by half. Five weeks later, Snoop 52 00:04:43,079 --> 00:04:47,480 is coming out with a line of cannabis beverages. Texas based Hill Beverage will 53 00:04:47,480 --> 00:04:53,759 make the product under Snoop's name along with Death Row Records. Prices are going 54 00:04:53,839 --> 00:04:58,800 to be between five and six dollars a can, and once again, the 55 00:04:58,879 --> 00:05:04,560 Illinois Craft Rwers Guild is having a contest called My Beer Fridge. Each week 56 00:05:04,639 --> 00:05:09,920 they'll be giving on a fifty dollars gift card to an Illinois brewery. Head 57 00:05:10,000 --> 00:05:16,920 over to the guild's Instagram page for more details. I'm Richie aka Midnight Agent 58 00:05:17,000 --> 00:05:23,279 Raw. I'm Devin aka Special Delivery Dev. We're the Supermedia Bros. Podcast 59 00:05:23,680 --> 00:05:28,399 and each week we give a comedically informative take on movies, music, television, 60 00:05:28,519 --> 00:05:32,560 pro wrestling, and much more. Check us out at supermediabrospodcast dot com, 61 00:05:32,759 --> 00:05:38,600 Apple Podcasts, Spotify, or anywhere else that you can listen to podcasts. 62 00:05:38,639 --> 00:05:46,399 Shades on We're off, be sure to catch the latest from super Media 63 00:05:46,480 --> 00:05:53,680 Bros. Wherever you listen to podcasts. Hey you there, We've got a 64 00:05:53,759 --> 00:05:57,959 question for you. Are you tired of clickbait stories and the loudest voices driving 65 00:05:57,959 --> 00:06:01,560 discussions and culture and entertainment. If so, I'm Dylan, I'm Kendall, 66 00:06:01,879 --> 00:06:06,120 and I'm Corey, and we host the podcast From the Middle. We're middle 67 00:06:06,160 --> 00:06:10,560 class guys living in the middle of America, in the middle chapters of our 68 00:06:10,560 --> 00:06:14,920 lives with points of view Somewhere in the middle. We take a more reasonable 69 00:06:14,959 --> 00:06:19,240 and centrist approach in our discussions, covering genres like comedy, culture, entertainment, 70 00:06:19,519 --> 00:06:25,639 and interviews with really interesting folks like business owners, comic creators, doctors, 71 00:06:25,959 --> 00:06:30,759 news anchors, New York Times bestselling illustrators, professional stand up comics, 72 00:06:30,000 --> 00:06:35,639 and more. We really value a relaxed and conversational podcast, one that we 73 00:06:35,800 --> 00:06:41,079 hope is so fun and laid back you'll forget you're not actually hanging out with 74 00:06:41,160 --> 00:06:45,519 us. So search at from the Midpod, just like it Sounds, or 75 00:06:45,600 --> 00:06:51,800 check us out everywhere you can find podcasts. When you're done listening to this 76 00:06:51,920 --> 00:06:57,959 show, head over to From the Middle and check them out. Always a 77 00:06:57,959 --> 00:07:01,319 great show. Hey, I'm pants Sarin, this is Stevie and I'm Augie 78 00:07:01,319 --> 00:07:05,920 and we are bfytw podcast all about playing games and having fun. Our games 79 00:07:05,959 --> 00:07:10,639 are usually based on British panel shows and game shows, but we'll play anything 80 00:07:10,680 --> 00:07:14,920 that captures our attention and imagination. Why it's right there in the title. 81 00:07:15,600 --> 00:07:18,600 You'll never guess what the F stands for before we get to the interview. 82 00:07:19,360 --> 00:07:24,879 Since Joe was on before, I didn't want to do the whole Batman origin 83 00:07:25,000 --> 00:07:30,480 story again. Go back to August and listen to the Go Brewing episode if 84 00:07:30,480 --> 00:07:34,879 you want to find out more details on how they got started and the brewery 85 00:07:34,920 --> 00:07:42,079 itself. All right, welcome back. Many people take time off from beer 86 00:07:42,199 --> 00:07:47,399 alcohol after the holidays and participate in Dry January in twenty twenty four. There 87 00:07:47,399 --> 00:07:51,240 are many more choices out there than just even a few years ago. Go 88 00:07:51,399 --> 00:07:57,600 Brewing open to Naperville, Illinois. It's sixteen fifty five Quincy. And while 89 00:07:57,639 --> 00:08:01,639 I haven't tried every na brand out there, I've tried a lot, and 90 00:08:01,680 --> 00:08:05,519 in my opinion, Go is the best one out there. Joining me is 91 00:08:05,600 --> 00:08:07,879 Joe and Matt. Joe is the president and filed group of Go Brewing. 92 00:08:09,160 --> 00:08:11,600 Matt is the head of sales all right, Matt is the head of sit. 93 00:08:13,319 --> 00:08:16,079 Joe is on with head brewer James back in August. This time I'm 94 00:08:16,199 --> 00:08:20,399 at the brewery. Gentlemen, thanks for taking time out to talk today. 95 00:08:20,519 --> 00:08:24,680 Our pleasure. Yeah, thanks for stop it in and oh yeah, before 96 00:08:24,720 --> 00:08:30,680 we get started, this place is outstanding. What a great tap room. 97 00:08:30,720 --> 00:08:35,279 You guys have everything here inside and now great job on the tamp room, 98 00:08:35,720 --> 00:08:39,720 thank you. Yeah, it was really important for us to invest a lot 99 00:08:39,799 --> 00:08:43,679 in a log experience for people, and looking at the tap rooms around here, 100 00:08:43,679 --> 00:08:48,360 wanted to differentiate herself with the ability to have music and a nice stage 101 00:08:48,879 --> 00:08:52,799 and also not only have really good selection of at aviers a chap, but 102 00:08:52,919 --> 00:09:00,120 I have some of the best not or some of the best alcoholic peers that 103 00:09:00,159 --> 00:09:01,519 are in the Chicago area as well. Yeah, I saw you had hot 104 00:09:01,600 --> 00:09:05,799 Butcher you have with Solemn Oath which is right across the parking lot here. 105 00:09:07,240 --> 00:09:13,320 So yeah, no, just a revolution. The best tap room is nothing 106 00:09:13,360 --> 00:09:16,320 without the beer. You could have the greatest place in the world. But 107 00:09:16,639 --> 00:09:18,919 if the beer is not good, no one's coming in. But the beer 108 00:09:20,039 --> 00:09:24,039 part is really dialed in. I've talked before on social media. I believe 109 00:09:24,039 --> 00:09:28,759 we thought that the New School Sour, of all the ones that I had, 110 00:09:28,799 --> 00:09:33,279 I'd have to say, that's been my favorite so far. I see 111 00:09:33,320 --> 00:09:37,039 you have like a holiday version of that. How have those been selling? 112 00:09:37,559 --> 00:09:41,039 The holiday versions off to a great start. Let's just wrapping up. We're 113 00:09:41,039 --> 00:09:43,519 gonna run out of it right in time for the new year. Okay, 114 00:09:43,960 --> 00:09:48,440 we'll do more of those pilot batches. We really use that experiment on DTC 115 00:09:48,519 --> 00:09:52,720 so direct to consumer. Our traditional wholesale distribution partners aren't going to carry all 116 00:09:52,759 --> 00:09:58,279 of our releases right as we build up a court, but we've we've brought 117 00:09:58,279 --> 00:10:01,879 it some festivals. Clid, our partner here in the Naperville area, has 118 00:10:01,919 --> 00:10:05,919 a little bit of distribution in some of their better retailers. But yeah, 119 00:10:05,759 --> 00:10:09,879 the Sour family continues to grow. And Joe likes to tell this, I'll 120 00:10:09,919 --> 00:10:13,879 steal a story from him. But during the summer and the key festival period, 121 00:10:13,919 --> 00:10:20,320 we were challenging consumers the blind test ours versus a traditional leaded sour, 122 00:10:20,840 --> 00:10:24,320 and that one had the highest rate. New school Berry, who's about fifteen 123 00:10:24,320 --> 00:10:28,159 to fifteen experience spiritunker is getting wrong. Say this one's got alcohol. It 124 00:10:28,399 --> 00:10:31,360 was ours and it's been an or vice versa. Yeah, that one. 125 00:10:31,519 --> 00:10:33,240 I mean when I first had it, I picked it up. I think 126 00:10:33,240 --> 00:10:37,759 it was in bottles and cans in the city. And you know that was 127 00:10:37,840 --> 00:10:39,279 after I talked to you before. So I'm like, all right, I 128 00:10:39,320 --> 00:10:41,080 see you think got a new one. Let me try this. I'm like, 129 00:10:41,600 --> 00:10:43,519 oh, yeah, that's good. You know. I gave some of 130 00:10:43,559 --> 00:10:48,720 my wife who liked sours, and then he been you know, talking with 131 00:10:48,840 --> 00:10:52,039 like various people about na beer. As you go. I'm like, you 132 00:10:52,120 --> 00:10:56,360 gotta try this one. So I gave it a couple of way to like 133 00:10:56,519 --> 00:10:58,120 my friends and even my coat workers. I'm like, oh no, you 134 00:10:58,120 --> 00:11:01,559 could drink this here them it's not alcohol, all right, and they were 135 00:11:01,600 --> 00:11:05,960 like where can I get this at? So yeah, I think once people 136 00:11:05,000 --> 00:11:07,919 try it, they're it. Yeah. The ginger version of the holiday glen 137 00:11:09,279 --> 00:11:13,799 is just perfect for the season. It's it's winter warmer and the blend of 138 00:11:13,799 --> 00:11:16,320 fruit and spice is really Yeah, there's spice, there's cranberry in it orange. 139 00:11:16,360 --> 00:11:20,799 It's actually one of my favorite beers that okay, we've ever made. 140 00:11:20,080 --> 00:11:24,360 I absolutely love it. You should definitely try it. Okay, if you've 141 00:11:24,399 --> 00:11:28,759 had it yet, no one yet something here, all right, We'll make 142 00:11:28,759 --> 00:11:33,120 sure you have something because to Matt's point, we're running out and okay, 143 00:11:33,480 --> 00:11:35,279 that's the coolest thing though. We were able to think of a style, 144 00:11:35,399 --> 00:11:39,240 launch it within a month, and then test it see how it does on 145 00:11:39,399 --> 00:11:45,120 market. Because we're able to have it not just a sample in our tap 146 00:11:45,240 --> 00:11:50,840 room, we're able to really sell it across the US. So, as 147 00:11:50,879 --> 00:11:54,600 I was telling you earlier, we had more sales last month on our website 148 00:11:54,600 --> 00:11:58,840 in California than we did it in Illinois, which is pretty cool. Yeah. 149 00:11:58,159 --> 00:12:03,120 Are you going to do like different variants of that throughout the year, 150 00:12:03,159 --> 00:12:07,080 like maybe a spring one, a summer one, and keep the barry one. 151 00:12:07,159 --> 00:12:11,080 But so yeah, yeah, so we have that has done a really 152 00:12:11,120 --> 00:12:15,720 good job having been in the space for a long time looking a hat at 153 00:12:16,039 --> 00:12:18,519 at seasonal beers, and the sour is going to be its own seasonal beers. 154 00:12:18,600 --> 00:12:22,679 We'll have a variation on that sour three to four times a year. 155 00:12:22,240 --> 00:12:26,679 Last year we also had the well last year, I should say this year 156 00:12:26,759 --> 00:12:28,919 when this comes out, maybe it'll be last year. Yeah, this is 157 00:12:28,000 --> 00:12:31,519 coming out January seventh, Okay, perfect, So we'll have the We had 158 00:12:31,559 --> 00:12:35,840 the Guaba sour right which was which was a fan favorite as well. So 159 00:12:35,879 --> 00:12:39,480 it seems like we really do a good job with the sours. Full credit 160 00:12:39,519 --> 00:12:43,720 to our brewers. Definitely not definitely not me, but it's you know, 161 00:12:43,759 --> 00:12:48,000 it's it's a lot of fun. And to your point, that's the one 162 00:12:48,000 --> 00:12:50,559 that I would give to people for two reasons. One, if someone says 163 00:12:50,559 --> 00:12:54,720 they don't like beer, that's actually really good ones to have them try. 164 00:12:54,879 --> 00:12:58,639 Yeah, and then and then secondly, it's one that you really can't tell 165 00:12:58,679 --> 00:13:01,799 that there's not I'll call it it. Yeah, like the one I'm having 166 00:13:01,879 --> 00:13:05,759 now that you pour it is the grapefruit ipa. This one is this is 167 00:13:05,840 --> 00:13:09,720 bringing you back ten years ago when grapefruit IPAs were sculping day, Yeah, 168 00:13:09,919 --> 00:13:13,559 sculping, and yeah, everybody had a great fruit ip a. But no, 169 00:13:13,679 --> 00:13:18,240 this one's really good. You have two on ipa and a pail. 170 00:13:18,080 --> 00:13:22,639 Yeah, I mean, truth be told, we were making our grapefruit ipa 171 00:13:24,200 --> 00:13:28,799 and our young brewery is you know, we don't get it right all the 172 00:13:28,840 --> 00:13:31,360 time. But we there was nothing wrong with the beer. It tasted great. 173 00:13:31,399 --> 00:13:35,279 It just wasn't our great fruit IPA. So we're like, what can 174 00:13:35,320 --> 00:13:37,919 we do differently with this beer of salvage yet and it allows us to create 175 00:13:37,960 --> 00:13:41,159 a beta beta grapefruit So we're probably not going to have that one again, 176 00:13:41,320 --> 00:13:45,759 okay, but it was a really good one to test, and it was 177 00:13:45,879 --> 00:13:48,679 it was a little bit whiter. It ended up being more of a of 178 00:13:48,720 --> 00:13:50,559 an ale. Okay, but yeah, no, this the grapefruit IPA. 179 00:13:50,639 --> 00:13:54,600 If you remember the sculping days and all of that, when everybody who is 180 00:13:54,639 --> 00:14:00,320 it Sammy Adams had their rebel i PA grapefruit and I think every one was 181 00:14:00,360 --> 00:14:03,679 putting it out. This one here, this is what called jib jib jab 182 00:14:03,759 --> 00:14:07,240 jab jeb jeb okay, the great for IPA, top notch. This is 183 00:14:07,279 --> 00:14:11,080 one you need to pick up as well. You have according to the website. 184 00:14:11,080 --> 00:14:15,960 Then I looked at it last week. You have like fourteen different beers 185 00:14:15,960 --> 00:14:18,559 on in cans right now. We do. Yeah, we're always rotating in 186 00:14:18,600 --> 00:14:22,480 and out of the beers. We have some core styles and then we have 187 00:14:22,559 --> 00:14:26,720 some experimental beers always, but yeah, there's about fourteen, okay, and 188 00:14:28,120 --> 00:14:33,279 are all of those available on tap or so what we're doing now is we'll 189 00:14:33,279 --> 00:14:35,759 make one to two CAGs of all of our beers. Okay. Once it's 190 00:14:35,759 --> 00:14:39,440 gone, it's gone, so they rotate out. Not all of them are 191 00:14:39,720 --> 00:14:45,759 available today, most are, but some. If we have cans left, 192 00:14:45,759 --> 00:14:48,480 we'll sell the cans in our tap room as well. Okay. Cool. 193 00:14:48,720 --> 00:14:54,679 When I first started drinking NA beers years ago, and maybe it's just me, 194 00:14:54,840 --> 00:15:01,440 or maybe it's a lot of people, my initial thought process was to 195 00:15:01,600 --> 00:15:05,320 compare it to a regular beer, which it's not fair. It's not fair 196 00:15:05,399 --> 00:15:09,840 to the any brewery. It's that fair of the regular brewery. How do 197 00:15:09,919 --> 00:15:15,360 you get people to change that mindset and just appreciate what's in the glass? 198 00:15:15,480 --> 00:15:18,679 Like discrape for ipa phenomenal, But how do you get people to change that 199 00:15:18,759 --> 00:15:24,440 mindset where you know this isn't a Sierra Nevada plao, this is just a 200 00:15:24,519 --> 00:15:30,559 really good paylo that happens to be non alcoholic. A loaded question, but 201 00:15:30,639 --> 00:15:33,879 a great question, I think Joe pointed at me. I'll give you my 202 00:15:33,960 --> 00:15:39,840 personal experience with the audience of one, but I think first and foremost the 203 00:15:39,639 --> 00:15:43,399 comparison being unfair. Is alcohol. Ethanol has a taste to it, right, 204 00:15:43,440 --> 00:15:48,799 Yeah, it impacts your taste buds, the way your body processes it. 205 00:15:48,279 --> 00:15:54,279 So it's really about how do you overcome the expectation of that. And 206 00:15:54,360 --> 00:16:00,200 we are finding more and more consumers gravitating towards the category for variation I do 207 00:16:00,279 --> 00:16:03,799 for reasons, and Joe's really good at capturing this data and we're learning more 208 00:16:03,799 --> 00:16:08,320 about our customer base and now we have to educate and that coincides with making 209 00:16:08,360 --> 00:16:12,879 better beer. There was a time in craft beer called twenty years ago where 210 00:16:12,879 --> 00:16:17,639 the tides really started to rise really quickly and everyone was just kind of making 211 00:16:17,720 --> 00:16:23,720 better beer simultaneously, and the craft industry was sharing secrets and recipes and hop 212 00:16:23,799 --> 00:16:27,559 contracts and here's what we learned about how this east interacts with this hop. 213 00:16:27,960 --> 00:16:32,440 And that's kind of happening in a right now. It's a much smaller community, 214 00:16:32,960 --> 00:16:37,000 and you know, we all have our processes and certainly don't want to 215 00:16:37,000 --> 00:16:42,000 share everything, but we're we know that horizon tide will raise all ships, 216 00:16:42,080 --> 00:16:47,279 absolutely, and we're making better beer today than we did yesterday, and so 217 00:16:47,360 --> 00:16:51,720 are our peers. And that's a lot of people's first experience with NA verse 218 00:16:52,919 --> 00:16:56,759 our father's na which was not to be disparaging of old duels or the core 219 00:16:56,799 --> 00:17:00,679 domestic products, but they kind of bland and less flavorful. Right. So 220 00:17:02,879 --> 00:17:07,079 I have a working theory that there is a generation my age in mid thirties 221 00:17:07,079 --> 00:17:11,880 and mid forties that are exiting the They're starting a new chapter in their life, 222 00:17:11,920 --> 00:17:15,240 whether it be parenthood, you know, they're making wellness changes. And 223 00:17:15,799 --> 00:17:19,519 we grew up on craft beer, and now when we want to find ways 224 00:17:19,839 --> 00:17:26,200 to balance our relationship with alcohol but still find those flavors, these great nacraft 225 00:17:26,240 --> 00:17:30,119 breweries like ourselves are popping up, and it tricks your brain because you can 226 00:17:30,279 --> 00:17:33,240 you don't have to be sober, you can you can reduce your consumption by 227 00:17:33,240 --> 00:17:37,200 finding these great flavors like you just did with that great fruit ipa and and 228 00:17:37,559 --> 00:17:41,200 then you start to realize you don't need the alcohol and you can enjoy it 229 00:17:41,279 --> 00:17:47,279 with food and all the ways. Traditional beer is magic, so is an 230 00:17:47,319 --> 00:17:52,599 A. So we definitely have an education component to bring people into the category. 231 00:17:52,000 --> 00:17:57,839 But quality discipline. We're not we're not the elking, we're not contract 232 00:17:57,880 --> 00:18:03,200 brewing. Right, you saw our house here, So putting out world class 233 00:18:03,240 --> 00:18:06,480 product which a craft consumer has come to expect. You know, the days 234 00:18:06,519 --> 00:18:11,480 of having inconsistent flavor profiles are long gone, so we hold ourselves to a 235 00:18:11,480 --> 00:18:15,559 similar standard. And I think that as the world changes, were our consumer 236 00:18:15,599 --> 00:18:23,119 basement and girl even now national brands are coming out with any products where even 237 00:18:23,200 --> 00:18:27,039 Sierra Nevada they're rolling out one. I think nationally it will come out this 238 00:18:27,160 --> 00:18:32,880 month in January, which I kind of see is like in the long run 239 00:18:33,319 --> 00:18:37,279 good for companies like Go where like in the beer world, people will try 240 00:18:37,319 --> 00:18:41,160 something and then well we all want to gravitate towards local. How do you 241 00:18:41,279 --> 00:18:45,640 see the national companies coming out with more in a products? Yeah, I 242 00:18:47,240 --> 00:18:51,880 think to your point, it's a really positive thing. What we wanted to 243 00:18:51,920 --> 00:18:55,680 do early on is being known for just not alcoholic beer. See. You 244 00:18:55,720 --> 00:19:00,880 know when you see our logo in the Island Eddie grocery store and you check 245 00:19:00,960 --> 00:19:03,359 us out a line, you know, any product then you buy from us 246 00:19:03,440 --> 00:19:07,200 is going to be nonalcoholic. Yeah, and that allows us to create a 247 00:19:07,279 --> 00:19:15,559 wide spectrum of beers where people also know that it's high quality, there's there's 248 00:19:15,920 --> 00:19:22,880 natural ingredients in there. If a beer let's say it's made with German hops, 249 00:19:22,920 --> 00:19:26,079 like we use those same hops, so we don't we don't modify anything. 250 00:19:26,640 --> 00:19:30,920 And I think because of that and the beers that we've made thus far, 251 00:19:30,960 --> 00:19:34,480 our name is associated with good quality at A. So the more that 252 00:19:34,559 --> 00:19:41,519 people can try an NA product of a brand they love and now now they're 253 00:19:41,640 --> 00:19:45,359 thinking, hey, n A beer, isn't that bad, they'll see go 254 00:19:45,480 --> 00:19:48,920 brewing and associate that with a good quality at A. Nika Twat can try 255 00:19:48,960 --> 00:19:52,119 a wide variety of the beers. Yeah, I mean you have everything from 256 00:19:52,559 --> 00:19:56,960 pills, mirrors to the IPA we just discuss. It's the one I'm going 257 00:19:56,000 --> 00:20:00,920 to have now is you're stout. Yeah, that's our donut stout beards not 258 00:20:00,960 --> 00:20:03,880 even out yet, So you're special. You're the first one tasting it. 259 00:20:03,759 --> 00:20:08,440 Right, I haven't even tried that. It smells really good while you taste 260 00:20:08,480 --> 00:20:11,079 that. I'll add a little bit of color to what Joe is saying too, 261 00:20:11,160 --> 00:20:15,880 like the national brands playing in the space is absolutely a good thing, 262 00:20:17,000 --> 00:20:19,759 right, I'll echo it. Because our category is under indexed, it's one 263 00:20:19,759 --> 00:20:25,960 of the fastest growing categories in adult beverage and it's one of the smallest segments 264 00:20:26,039 --> 00:20:30,200 as far as shelf space is considered in adult beverage, So there's this massive, 265 00:20:30,400 --> 00:20:33,359 massive growth happening. It is those guys come to play in the category, 266 00:20:33,359 --> 00:20:37,880 it validates it, and what we're seeing from national account buyers is a 267 00:20:37,960 --> 00:20:41,519 willingness to expand that category for the first time in a long time. So 268 00:20:42,240 --> 00:20:45,400 it's nice to have him play in the in the space as well. Yeah, 269 00:20:45,440 --> 00:20:49,200 I mean, I'm looking forward to trying the Sierra Nevada one because one 270 00:20:49,519 --> 00:20:52,799 and you know, everything Sierras put out for forty years has been, you 271 00:20:52,799 --> 00:20:56,119 know, phenomenal. So I'm assuming they're going to do a great job on 272 00:20:56,359 --> 00:21:00,400 NAC So I know when that bowles out, I'll definitely have to try it 273 00:21:00,400 --> 00:21:03,799 because I've read good things about I think they're gonna do a golden and an 274 00:21:03,880 --> 00:21:10,000 ip a, so be interesting to try it. This stout really good. 275 00:21:10,279 --> 00:21:12,680 Now you said you're gonna add mapel to this down the road once it's done, 276 00:21:14,039 --> 00:21:17,000 Yeah, okay, yeah, so that's and Mabel to it. Obviously 277 00:21:17,039 --> 00:21:18,480 we have to carve it up yeah a bit, but yeah, it has 278 00:21:18,559 --> 00:21:22,559 really good flavor. I mean, the roasted malt on this is phenomenal. 279 00:21:22,880 --> 00:21:27,000 This tastes really good. So when this comes out, you need to grab 280 00:21:27,000 --> 00:21:32,079 yourself the doughnut stout this is. It's going to be called donut Kill My 281 00:21:32,200 --> 00:21:37,599 Vibe. Donut Kill Me. My dog has that shirt. Its yeah, 282 00:21:37,720 --> 00:21:41,440 donut kill My Vibe. That's cool. Yeah, that was a contest. 283 00:21:41,480 --> 00:21:45,640 We had naming contests. So yeah, a lot of fun I noticed, 284 00:21:45,680 --> 00:21:51,319 Like walking through it on the website, you have an electrolyte water hop waters 285 00:21:51,359 --> 00:21:56,400 now seem to be all the rage. Is that something you're gonna have down 286 00:21:56,480 --> 00:22:00,000 the road to further, you know, enhance your brand in the NA world. 287 00:22:00,319 --> 00:22:03,279 It's it's possible. We're not you know, we don't like to follow 288 00:22:03,400 --> 00:22:06,960 trends. Yeah, we like to get in front of them a bit. 289 00:22:07,240 --> 00:22:11,200 And it's it feels saturated without water. That doesn't mean we're not going to 290 00:22:11,240 --> 00:22:15,799 make one. Electrolyte water and functional water is something where I could see us 291 00:22:15,839 --> 00:22:19,759 doing more of, like flavored electrolyte babrias Okay that maybe has like a beer 292 00:22:19,759 --> 00:22:26,359 component. We also have a gluten free beer with adaptogens coming out next week, 293 00:22:26,720 --> 00:22:32,200 so I have Ashrogada in it and alth the innine. So those are 294 00:22:32,240 --> 00:22:36,079 properties that will help you relax. So it actually has a functional component. 295 00:22:36,200 --> 00:22:41,960 So I think because we're at a we we are, we can have the 296 00:22:41,000 --> 00:22:47,319 liberty to try it to do other things. And that beer that I'm talking 297 00:22:47,359 --> 00:22:52,880 about is going to be called our Freedom Amber and it's going to be a 298 00:22:52,920 --> 00:22:56,680 gluten free beer as well. So that's something that's really taken off for us. 299 00:22:56,240 --> 00:23:00,359 We didn't even realize this when we started making them, but you have. 300 00:23:00,799 --> 00:23:04,519 We'll have now two beers crafted without gluten, and there's not many, 301 00:23:04,640 --> 00:23:10,039 not all Colic breweries that are making them crafted without blow it actually not using 302 00:23:10,160 --> 00:23:11,920 barley, so we don't use barley at all, all right, so it's 303 00:23:11,960 --> 00:23:17,759 truly made without any including ingredients. Now. The first one that was Freedom 304 00:23:17,839 --> 00:23:19,559 Cali paying Frea Kelty. I think they had that when I talked to you 305 00:23:19,640 --> 00:23:22,880 last time in August. Yep, you know we were talking before and I 306 00:23:22,920 --> 00:23:26,279 heard you on Rod Jay. You were mentioning, you know, handing people's 307 00:23:26,279 --> 00:23:30,319 samples of the sour. Is that something you're going to do further on down 308 00:23:30,359 --> 00:23:34,039 the road, getting more festival this year in twenty twenty four. Do you 309 00:23:34,119 --> 00:23:40,640 do like tastings and grocery stores or bio shops and will be if you're in 310 00:23:40,640 --> 00:23:42,720 the Chicagoland area. If you're listening to this, you know, I assume 311 00:23:42,960 --> 00:23:48,079 you're close by. But we'll have multiple Saplings and every Binnies in the Chicagoland 312 00:23:48,119 --> 00:23:52,039 area throughout the month of January. We have a great partner on Ohio giane 313 00:23:52,079 --> 00:23:56,599 Eagle, who's launching our brand, and there'll be Saplites and thirty five stores 314 00:23:56,920 --> 00:24:02,640 in the northern Ohio area. Just got approved for Great Taste in Midwest Man 315 00:24:03,279 --> 00:24:07,200 which would be awesome Beer and Cheese festival in Wisconsin, a few others. 316 00:24:07,200 --> 00:24:11,279 So we're we're actively finding our niche where where we make the most sense and 317 00:24:11,279 --> 00:24:15,039 where we don't. Like, we've kind of find out that we don't. 318 00:24:15,160 --> 00:24:17,839 We thought we're gonna play really nice at golf events and stuff that not so 319 00:24:17,920 --> 00:24:21,400 much the people there for a reason out right afternoon when they're getting off of 320 00:24:21,440 --> 00:24:26,480 work. But yeah, we we are definitely finding the festival go we're at 321 00:24:26,519 --> 00:24:30,400 traditional beer fest is seeking us out and we're we're having great feedback, and 322 00:24:30,440 --> 00:24:36,119 then we'll look to activate some larger partnerships to get into some of the music 323 00:24:36,200 --> 00:24:41,200 festivals and sponsored events as well. Yeah, I think with like beer fests, 324 00:24:41,279 --> 00:24:44,319 a lot of people just go in there and they're like, all right, 325 00:24:44,359 --> 00:24:48,440 I've got two hours. I'm gonna pound down everything I can. I 326 00:24:48,480 --> 00:24:51,680 think having you there would be good, Oh okay, good, I could 327 00:24:51,680 --> 00:24:53,680 take a little break for us. So at the very end they come to 328 00:24:53,759 --> 00:24:56,519 us, they swarm, Yeah, you know for sure. So yeah, 329 00:24:56,599 --> 00:25:02,599 those those can be polarizing for sure. Like initially when people are coming by 330 00:25:02,640 --> 00:25:07,119 you, they you know, in my experience, they some folks will look 331 00:25:07,119 --> 00:25:11,960 at you as if they're sober and you're trying to feed them alcoholic beer, 332 00:25:11,960 --> 00:25:14,240 and They're like, get away from me with that, and I'm like, 333 00:25:14,279 --> 00:25:18,400 you're gonna be perfectly fine. But at the very end of those fests were 334 00:25:18,759 --> 00:25:21,400 really popular, I could say that. Yeah, even at Fault Bab, 335 00:25:21,440 --> 00:25:25,000 which you wouldn't think, I know, they had revolution did a hot water 336 00:25:25,119 --> 00:25:29,559 line. Yeah, and they had a logger spot that the lyington there were 337 00:25:29,680 --> 00:25:34,480 just as long as they were for some of the beer brewers lagers. Uh. 338 00:25:34,599 --> 00:25:40,480 Yeah, Well we're seeing we're starting to see events with the reputation full 339 00:25:40,480 --> 00:25:42,960 Bab like one of the one of the most anticipated events of the year in 340 00:25:44,079 --> 00:25:48,799 your world, start to investigate an autocoholic category. Yeah. And and we 341 00:25:48,799 --> 00:25:52,960 were a little early to investigate it this year, but there's there's opportunity down 342 00:25:52,000 --> 00:25:56,839 the road to contribute in a major way to those and having an area where 343 00:25:56,119 --> 00:26:00,519 consumers who are looking to moderate and have an option there. Well, that 344 00:26:00,640 --> 00:26:03,960 was going to be one of my later questions, but since you brought it 345 00:26:03,039 --> 00:26:08,480 up, the brewing techniques have grown leaps and bounds for Anna beer just in 346 00:26:08,519 --> 00:26:12,920 the last couple of years, and the different YEA springs are out there that 347 00:26:12,960 --> 00:26:18,359 you can use. Do you see something like being able to do a barrel 348 00:26:18,400 --> 00:26:22,599 age that's no alcoholic while you still have those you know, barrel notes in 349 00:26:22,640 --> 00:26:26,279 the beer. Yeah, one hundred percent. We tried. We were gunna 350 00:26:26,319 --> 00:26:30,079 this year. We just ran out of time, honestly, But it's absolutely 351 00:26:30,160 --> 00:26:33,720 possible. I think for something like that. Deall game is a is a 352 00:26:33,759 --> 00:26:37,680 good method, and we don't use that method today. To be fun to 353 00:26:38,240 --> 00:26:42,440 experiment with that as one of our first dauplized beers, okay, but we 354 00:26:42,480 --> 00:26:48,119 don't have any concrete plans. It's aspirational that we get it done in twenty 355 00:26:48,119 --> 00:26:49,359 four, all right, but with our growth, I don't know that we're 356 00:26:49,400 --> 00:26:52,240 going to be able to squeeze it in this year. Yeah, Yeah, 357 00:26:52,480 --> 00:26:56,079 are there any other trends that you see or like, what do you have 358 00:26:56,200 --> 00:27:02,440 coming up this year that's going to be different. Joe talked about the seasonal 359 00:27:02,480 --> 00:27:07,279 sour release, so that'll continue to let us explore that new school line. 360 00:27:07,559 --> 00:27:11,960 Spoiler alert, Wabba will come back in the spring and we'll work out a 361 00:27:11,000 --> 00:27:15,400 variation with summer because Berry is in the full time rotation. So here you 362 00:27:15,440 --> 00:27:21,480 can find that. We'll be a Mariato's in January in biddies right now, 363 00:27:21,559 --> 00:27:23,839 so that that is a grocery brand kind of more of a core brands. 364 00:27:25,039 --> 00:27:30,559 Our Double I Pa is huge for us. So that is a beer that 365 00:27:30,880 --> 00:27:36,599 is hard to tell that there's not all call it and many many people haven't 366 00:27:36,599 --> 00:27:44,000 they gravitated to it. There's a lot of like phenoalenal Facebook groups and organizations 367 00:27:44,079 --> 00:27:48,240 that are just they strictly just talk about not al caolling beer. And I 368 00:27:48,240 --> 00:27:51,880 can tell you that that beer is among the most acclaimed beer that we have, 369 00:27:52,039 --> 00:27:55,680 and that's on the market period, and I think it's because it's just 370 00:27:56,000 --> 00:28:00,599 so flavorful. Hop forward. We use Ciitra mosaics, a town of hops 371 00:28:00,599 --> 00:28:03,680 in there, same as everyone else. You're just the same as everyone else, 372 00:28:03,759 --> 00:28:07,160 and it's and it tastes like a regular beer. And this was a 373 00:28:07,599 --> 00:28:12,400 this was an example of a of a beer that we just wanted to do 374 00:28:12,440 --> 00:28:18,160 a test on. So we talked to a retailer that specializes just in non 375 00:28:18,160 --> 00:28:22,319 alcoholic beer. They are not non alcoholic beverages. They have they have at 376 00:28:22,359 --> 00:28:26,920 a bottle shop and we asked them, We're like, what's selling and they 377 00:28:26,240 --> 00:28:30,039 toasted, they toast Double I p A's fly off the shelf. So we 378 00:28:30,119 --> 00:28:33,839 decided to make one and within a couple of weeks it was sold out, 379 00:28:33,839 --> 00:28:37,079 and we're like, we have something here and we haven't been able to keep 380 00:28:37,079 --> 00:28:40,599 it in stock. But that's a great example of us being able to do 381 00:28:40,640 --> 00:28:42,440 a test. And now that beer is going to be sold in Ohio and 382 00:28:42,519 --> 00:28:49,319 market in Chicago pretty soon, hescon in Wisconsin. So so it's it's a 383 00:28:49,960 --> 00:28:52,640 that directing caturo out's just a really good way to test the market. So 384 00:28:52,799 --> 00:28:56,359 we pair you pair the Double I PA with an expanded tour line, the 385 00:28:56,400 --> 00:29:02,160 Freedom adapt Gen, the Freedom Growth line, and then we are we released 386 00:29:02,200 --> 00:29:04,400 some seasonals this year. We did it first October Fest. Yeah, so 387 00:29:04,720 --> 00:29:08,039 it would be told out in like four days. So we we're building into 388 00:29:08,519 --> 00:29:12,559 a fully functional seasonal lineup which will allow us some innovation and some surprises along 389 00:29:12,599 --> 00:29:17,319 the way. And then we never were never sleeping, so we carved out 390 00:29:17,319 --> 00:29:21,680 a little bit of space in our forecast just strictly for innovation and let our 391 00:29:21,680 --> 00:29:25,160 brewers do what our brewers do. So it's it's a lot. We have 392 00:29:25,160 --> 00:29:29,519 a lot of cooking cool all right. Next up, I'm having head On 393 00:29:29,640 --> 00:29:33,400 American Week. This is with orange Peel. I think this is really good. 394 00:29:33,480 --> 00:29:37,759 Can you guys tell everyone a little bit about the head On fair Away. 395 00:29:37,440 --> 00:29:41,400 That was one of our first five beers that we came out with. 396 00:29:42,279 --> 00:29:47,960 It used to be with Hear and we decided to make it into a week 397 00:29:48,000 --> 00:29:52,720 here just by fighting the ingredients. But you can you can see that it 398 00:29:52,759 --> 00:29:56,319 has like really nice head to it. It has still a little bit flavors 399 00:29:56,319 --> 00:30:00,440 of the orange peel in it, and yeah, it's just a really solid 400 00:30:00,440 --> 00:30:04,960 beer. Yeah that's another one. It's just outstanding. Like I saw on 401 00:30:04,960 --> 00:30:10,759 the website, you do like mix so you have like holiday sample packs and 402 00:30:11,279 --> 00:30:15,680 I think one for dry January. Do you normally do like a variety mixed 403 00:30:15,720 --> 00:30:19,640 pack that you sell, whether it's here at gop ring dot com or nationally, 404 00:30:19,880 --> 00:30:25,119 not really on our website unless it's part of a sample pack, like 405 00:30:25,119 --> 00:30:27,920 okay, like Super October we did one, we did an advent calendar beer. 406 00:30:29,680 --> 00:30:33,319 We're gonna do a dry January bundle. For a few reasons. It's 407 00:30:33,319 --> 00:30:37,359 hard for fulfillment to just keep it going. Yeah. Secondly, we're typically 408 00:30:37,400 --> 00:30:41,960 running out of something within there, you know, or just try to predict 409 00:30:41,039 --> 00:30:47,720 volume because we have so many sales channels Amazon, we have our Pure Club. 410 00:30:48,440 --> 00:30:52,960 We have about five hundred members in today that get recurring memberships. We 411 00:30:52,039 --> 00:30:59,000 have as the online website, we have online full sale, and then of 412 00:30:59,039 --> 00:31:04,200 course we have regular wholesale y. Yeah, the consistency of a mixed pack 413 00:31:04,319 --> 00:31:07,759 is better found on some of her partners, like Amazon has a really nice 414 00:31:07,759 --> 00:31:11,799 selection that you can try multiple styles if you're outside the Chicago End area. 415 00:31:12,359 --> 00:31:18,079 But hat On is usually found in those because it offers wonderful variety and it's 416 00:31:18,119 --> 00:31:19,720 one of it. It's a fan favorite and it comes to like thirty calories. 417 00:31:19,839 --> 00:31:23,519 Yeah, so you would never one, you would never know it's na 418 00:31:23,559 --> 00:31:27,400 you would never know it's thirty galleries because it has a great mouth feel to 419 00:31:27,519 --> 00:31:33,519 it as well. It's not like drinking some water down light beer. This 420 00:31:33,640 --> 00:31:37,839 is really flavorful. I won't tell the story on that beer because I don't 421 00:31:37,839 --> 00:31:40,559 know it as well as Joe does, but this is one of the stories. 422 00:31:40,599 --> 00:31:44,640 All our beers are named after an inspiring person human being, and the 423 00:31:44,680 --> 00:31:47,720 storybrand had onunds really cool. So if you go to the website look at 424 00:31:47,759 --> 00:31:49,119 hat On and read the story, I'll give you a little bit of the 425 00:31:49,119 --> 00:31:55,519 inspiration find it. Yeah, it's named after a girl lady named Amy Purty. 426 00:31:56,079 --> 00:32:00,720 She had a brain disease since she was nineteen years old. Man and 427 00:32:00,079 --> 00:32:07,039 perfectly healthy yellow lady just woke up and she's pretty much paralyzed. Any amputator 428 00:32:07,240 --> 00:32:13,599 likes she it since went on was on Dancing with the Stars and should have 429 00:32:13,640 --> 00:32:19,640 been winning it or was runner up, was runner up, and she she 430 00:32:19,839 --> 00:32:22,319 competed in the Olympics as a shielboarder as well. So it's like head On 431 00:32:23,119 --> 00:32:27,480 has a lot of different meetings, but what is just when you have adverse 432 00:32:27,559 --> 00:32:30,440 in your life and you have challenges, it's like head On, Like, 433 00:32:30,680 --> 00:32:32,759 yeah, like there's some times, you know when I'm skiing and I'm going 434 00:32:32,799 --> 00:32:37,799 down that black Diamond for the first time I looked down at It's like, 435 00:32:37,839 --> 00:32:40,359 hey, there's there's no way out but through. And that's exactly what kind 436 00:32:40,400 --> 00:32:45,680 of an amous philosophy in life and something we respected. So we decided to 437 00:32:45,759 --> 00:32:49,440 devote a beer and oh, Aspy buy her well, did a great job. 438 00:32:50,000 --> 00:32:53,000 You mentioned dright January, we're talking about mixed packs. This episode comes 439 00:32:53,039 --> 00:33:00,960 out on January second. What advice do you have to anyone that's gonna participate 440 00:33:00,000 --> 00:33:04,839 in Dry January, especially for the first time. Yeah, I have a 441 00:33:04,880 --> 00:33:08,000 lot of tips. In fact, you can go to our websites and on 442 00:33:08,039 --> 00:33:13,200 the home page you'll be able to click to get the Dry January tips by 443 00:33:13,200 --> 00:33:16,559 the time this episode comes out. Honestly, the first thing a little self 444 00:33:16,599 --> 00:33:22,319 serving, but it's very very true. Think about an eight beersli a beverage 445 00:33:22,359 --> 00:33:27,160 to enjoy, but a tool for your toolbox. You're gonna have massive cravings 446 00:33:27,799 --> 00:33:30,279 your body if you're anything like me and I know Matt as well, Like 447 00:33:30,480 --> 00:33:36,720 we've been drinking for decades at this point, so the five o'clock like craving 448 00:33:36,880 --> 00:33:43,599 is real. It's your body's conditioned to wanting alcohol, your body's conditioned to 449 00:33:44,160 --> 00:33:46,359 the reward at that end of a work week. Yeah, so when those 450 00:33:46,440 --> 00:33:50,400 craving has come, just because you're in a challenge doesn't mean they're going to 451 00:33:50,440 --> 00:33:53,839 go away. You having a tool like a like a no alcoholic gear is 452 00:33:54,319 --> 00:33:59,119 really important. So makes you stock about our beer, but also take this 453 00:33:59,240 --> 00:34:01,519 time to look at all the amazing eddy options out there. There's a lot 454 00:34:01,599 --> 00:34:07,079 of cool mocktail type yeah things, there's the stuff in it. Can like 455 00:34:07,119 --> 00:34:10,760 I can make a martria that gets like ninety eight percent there and that's no 456 00:34:10,880 --> 00:34:16,599 alcoholic. So that's one two. I would replace the habit of not drinking 457 00:34:16,760 --> 00:34:22,599 with something that's positive. So one habit. Like many times we start the 458 00:34:22,679 --> 00:34:25,119 year, we have this huge list and we want to meditation, cold bats 459 00:34:25,239 --> 00:34:29,719 and and saunas, and we're gonna do all these things right and the and 460 00:34:29,760 --> 00:34:34,559 the problem with that is you put so much on yourself that if you start 461 00:34:35,280 --> 00:34:37,239 missing some of those things you wanted to do, you feel like you're failing. 462 00:34:37,280 --> 00:34:40,360 And then and then you throw the towel on on everything. So my 463 00:34:40,840 --> 00:34:46,039 philosophy is like pick one positive habit while that's working out or or eating healthy, 464 00:34:46,199 --> 00:34:50,880 whatever it is, and just start to tether the habit of not drinking 465 00:34:51,559 --> 00:34:54,199 with this positive habit. Okay, So that that's me is huge, And 466 00:34:54,239 --> 00:34:59,400 then I think, three, get something on your calendar. Like for me, 467 00:34:59,559 --> 00:35:01,840 I know that I'm going to have a race March seconds, and every 468 00:35:01,960 --> 00:35:05,800 damn motivated to work out because I want to be prepared for that race. 469 00:35:05,880 --> 00:35:07,840 You know, if you don't have something on the caliber, it's kind of 470 00:35:07,880 --> 00:35:10,760 hard to be motivated. Yeah, do you. I mean you talked about 471 00:35:10,840 --> 00:35:16,440 the mock tails and everything else, So you advise people obviously to drink go 472 00:35:16,599 --> 00:35:21,800 brewing, but that wouldn't be like a hindrance to somebody, Like it's so 473 00:35:22,000 --> 00:35:27,000 close to tasting like real, like maybe stick with something else. That was 474 00:35:27,119 --> 00:35:30,079 the whole point of it. Yeah, So thirty percent of our customer base 475 00:35:30,159 --> 00:35:32,199 is sober. Okay, so takeing a hint from them that, like, 476 00:35:34,119 --> 00:35:38,159 you're able to now consume great at a options, which is why this category 477 00:35:38,239 --> 00:35:42,840 is popular. Iscah, you're not missing a lot anymore. Yeah, because 478 00:35:42,840 --> 00:35:45,599 if you like the taste of beer, you like that that flavor that you're 479 00:35:45,639 --> 00:35:50,920 filling this void in your life by having a beer, like you're not you're 480 00:35:51,000 --> 00:35:54,239 not sacrificing taste. In fact, like to see your earlier question, on 481 00:35:54,800 --> 00:35:59,280 people gravitate, gravitating for the taste of that age beer, and it's not 482 00:35:59,360 --> 00:36:04,159 really fair because you're comparing it to an alcoholic beer. Reality is like the 483 00:36:04,320 --> 00:36:07,719 flavor profile. I think many people are changing to something a little lighter. 484 00:36:07,880 --> 00:36:12,000 Like we were through days of like real heavy, hazy IPAs that I still 485 00:36:12,159 --> 00:36:14,440 love. I said three or four of them. Now I drink half of 486 00:36:14,519 --> 00:36:16,440 one and I'm like, oh my god, I feel full, i feel 487 00:36:16,440 --> 00:36:21,400 bloated. So that's why I think people are gravitating more toward loggers. Well, 488 00:36:21,400 --> 00:36:24,239 if you think about that trend and eight beers are just a little lighter. 489 00:36:24,440 --> 00:36:30,159 Yeah, to Matt's point earlier, many people don't realize that alcohol has 490 00:36:30,280 --> 00:36:36,079 seven calories per gram. So to put that in perspective, everyone knows that 491 00:36:36,400 --> 00:36:40,119 that fat has four calories program, proaching has four calories. I'm sorry, 492 00:36:40,159 --> 00:36:46,840 fat has seven carbs have four, Approaching has four calories program. So you're 493 00:36:47,159 --> 00:36:52,880 you're getting a lot of wasted calories when you're drinking alcohol. I'm not saying 494 00:36:52,920 --> 00:36:55,960 that's bad, buddy, It's a fat, right. So the other fallacy 495 00:36:57,119 --> 00:36:59,719 is just to touch on it, and that's one on a tangile with something 496 00:36:59,760 --> 00:37:02,119 said as like low carb like if it's a nickel ultra, it has not 497 00:37:02,239 --> 00:37:07,159 carbs. But the calories you're getting from alcohol are far worse than the calories 498 00:37:07,199 --> 00:37:10,880 you're getting from carbohydrate carbs. But they could say low carbs, but they 499 00:37:10,960 --> 00:37:14,639 don't say, like, yeah, but all the calories in you are coming 500 00:37:14,679 --> 00:37:17,599 from all call themselves. So it's a it's this. It's one of these 501 00:37:17,679 --> 00:37:24,039 things where we highly suggest that use it as a tool of curb you're craving, 502 00:37:24,079 --> 00:37:28,119 because it's not gonna go away. Yeah. I wasn't on a mission 503 00:37:28,159 --> 00:37:32,880 of sobriety when I came to go. I was actively reducing my consumption. 504 00:37:34,639 --> 00:37:37,079 And before I even knew I was going to work here, or Joe and 505 00:37:37,159 --> 00:37:42,360 I had just met a few times. I drunk the beer in the bar 506 00:37:42,519 --> 00:37:45,599 ere and was astonished by it. Joe, Joe could tell you some very 507 00:37:45,679 --> 00:37:49,039 real stories. I ask my opinion. I was dumbfound about the quality and 508 00:37:49,159 --> 00:37:51,719 I left that day, wouldn't beer. I brought it beer home, and 509 00:37:52,159 --> 00:37:54,559 for me, that's where it stuck. I put that beer in my fridge 510 00:37:54,760 --> 00:37:58,880 and now I had twelve ven A beers in there. And the Tuesday with 511 00:37:59,000 --> 00:38:00,039 the neighbors, Hey, you want come out. We had a fified on 512 00:38:00,199 --> 00:38:05,880 kids are out. Instead of grabbing two letted beverages, I brought two gold 513 00:38:05,920 --> 00:38:10,400 beers over and drag those and didn't miss anything and miss the socialization I did. 514 00:38:10,519 --> 00:38:15,480 I reduce those calories and that those dominoes started to fall on each other, 515 00:38:15,000 --> 00:38:19,880 and before I knew it, that just had become my common practice. 516 00:38:20,000 --> 00:38:22,360 Yeah. When I was reaching for the flavor, I was having dinner, 517 00:38:22,440 --> 00:38:25,400 I wanted a beer because I was conditioned to it. Those became cold cold 518 00:38:25,599 --> 00:38:31,760 brewise or other nas. And my consumption is down. Yeah, I'm not 519 00:38:31,840 --> 00:38:36,679 sober to this day, but my MI assumption is dramatically reduced. And it 520 00:38:36,880 --> 00:38:39,000 starts with just having them innu fridge. Yeah, you know, and then 521 00:38:39,039 --> 00:38:42,400 you can make thosels of your choices. And at Joe's point, not reason 522 00:38:42,440 --> 00:38:45,519 men run a marathon or not. Everyone's gonna take a dramatic diet on topic 523 00:38:45,519 --> 00:38:49,239 win drinking. Wake up thirty minutes earlier because you don't have that alcoholic system. 524 00:38:49,239 --> 00:38:50,920 You're gonna get better, run sleep. We're gonna sit there, give 525 00:38:50,920 --> 00:38:52,159 thirty minutes to wake up and start your day. Yeah. And then also 526 00:38:52,199 --> 00:38:57,440 in that self, the compounds and those behaviors you'll find rewards for it because 527 00:38:57,480 --> 00:38:59,679 you just have more time in your day and more energy for the things in 528 00:38:59,719 --> 00:39:04,039 your life. So it's changed my life, and it was it wasn't through 529 00:39:04,039 --> 00:39:08,400 a challenge, but yeah, And if you haven't already compared before you do 530 00:39:08,599 --> 00:39:13,119 dry jail, I know it's come out dry January. But chances are people 531 00:39:13,199 --> 00:39:15,280 have some sort of fitness of ice like the Apple watch or a garment or 532 00:39:15,639 --> 00:39:21,440 a whoop. It's clear now that what happens when you're sleeping in you have 533 00:39:21,480 --> 00:39:23,920 all call in your system versus not right like it's it's very clear. But 534 00:39:23,960 --> 00:39:29,639 if you haven't tested that test it. The other thing I'll say is if 535 00:39:29,639 --> 00:39:35,480 for whatever reason you you decide to drink during dry January, don't feel like 536 00:39:35,679 --> 00:39:37,960 this is a byary thing and then completely fail, Just go back the next 537 00:39:38,039 --> 00:39:45,079 day and stop drinking and like make it. Make it dry January ish where 538 00:39:45,519 --> 00:39:47,760 you are upstating most of the month. If you just can't do it, 539 00:39:49,000 --> 00:39:51,440 but I'm telling you, if you commit to it, you can do it. 540 00:39:52,079 --> 00:39:53,199 Just take one day at a time, and I think at the end 541 00:39:53,239 --> 00:39:57,719 of the month you look back and realize what you accomplished and how good you 542 00:39:57,760 --> 00:40:00,360 feel. I did that last year. I call it damp January. I 543 00:40:00,440 --> 00:40:01,840 made it like fifteen days and it failed. But I didn't want to quit 544 00:40:01,960 --> 00:40:06,039 on the journey. So are you enjoyed you Well, I'm doing damn check. 545 00:40:06,159 --> 00:40:08,320 Yeah, I had a day where I had because you should be rewarded 546 00:40:08,440 --> 00:40:13,880 for reducing your consumption by a massive percentage over the course of a month. 547 00:40:14,000 --> 00:40:15,840 Ration fields of failure. Yeah, I know. If you were mentioning sleep, 548 00:40:15,880 --> 00:40:21,840 I know my wife will be happy because I snore like mad when you 549 00:40:21,920 --> 00:40:24,920 know I have a couple of beers, so I'm sure she'll be a lot 550 00:40:25,000 --> 00:40:29,679 happier with me at the end of the month. Yeah, we all do. 551 00:40:30,079 --> 00:40:34,440 Yeah. Back to the tap roo here before we closed, I mentioned 552 00:40:34,480 --> 00:40:37,920 earlier you guys have everything here, your outdoor reviews, great fire pits, 553 00:40:38,079 --> 00:40:43,920 bags. But one thing I noticed on the website. You got these giant 554 00:40:44,159 --> 00:40:51,039 tubs of ice. What's that about? So we wanted to make this buried 555 00:40:51,079 --> 00:40:53,400 accession of ourself and we were into you. And one of the things over 556 00:40:53,440 --> 00:40:59,960 the last high five years or so is our cold plunges. And cold plunges 557 00:41:00,119 --> 00:41:04,039 create this dopamine, the fact that you'd otherwise get maybe from all call or 558 00:41:04,159 --> 00:41:08,079 from something else, except it's super healthy. I know it sounds kind of 559 00:41:08,119 --> 00:41:12,320 crazy too, but I think it shouldn't the beer be on ice and at 560 00:41:12,320 --> 00:41:17,119 the customer both. Yeah, So so it's what it's it's doing something hard, 561 00:41:17,480 --> 00:41:22,719 right, Like I think we've conditioned ourselves to live in comfort a little 562 00:41:22,719 --> 00:41:28,559 too much, and there's nothing easy about even thinking about jumping in cold ice, 563 00:41:28,639 --> 00:41:35,719 especially in the winter. So we'll have sessions here with cold pludges, 564 00:41:35,760 --> 00:41:38,440 including wim Hof breathing. Wim Hof is a is a guy at a pole 565 00:41:38,519 --> 00:41:45,280 into kind of created this movement and how to relax in cold climate. But 566 00:41:45,400 --> 00:41:51,960 it also parallels into life because a lot of us we'll fight our we'll fight 567 00:41:52,039 --> 00:41:55,679 ourselves in times of like massive stress. If you're able to control your breathing 568 00:41:55,880 --> 00:42:00,800 and you're able to employ some of these techniques that you were earned by going 569 00:42:00,880 --> 00:42:04,320 in the cold plunge, you're able to cope with stress in a different way, 570 00:42:04,559 --> 00:42:07,199 and there's a lot to learn from that. So not only do you 571 00:42:07,280 --> 00:42:10,719 have to put yourself in a very uncomfortable position, but when you're in there, 572 00:42:10,719 --> 00:42:14,480 as soon as you get in that tubbed or full body's screaming, like 573 00:42:14,599 --> 00:42:16,599 getting me out, of here and it's easy to get out. But once 574 00:42:16,679 --> 00:42:22,079 you sit and relax, it's a metaphor for life right to you know, 575 00:42:22,159 --> 00:42:23,960 you could just fight something and be super tense, but if you just kind 576 00:42:24,000 --> 00:42:28,199 of let it be and you just think about it, all of a sudden, 577 00:42:28,239 --> 00:42:32,000 it becomes easier and you view it in a different way. So it's, 578 00:42:32,119 --> 00:42:36,880 uh, it's it's something that we've had here. At the first weekend 579 00:42:36,960 --> 00:42:43,360 reopened, we had a whim Hoff Cold Plunge breathing class and we and over 580 00:42:43,440 --> 00:42:46,719 the course of twenty twenty three we've probably had it. Two hundred people go 581 00:42:46,880 --> 00:42:51,000 in it, and all those two hundred people, the goal is sustain it 582 00:42:51,119 --> 00:42:54,000 for two minutes. Okay, it's about thirty five forty degrees. I know, 583 00:42:54,159 --> 00:43:00,280 it sounds nuts. And only two people out of the two hundred or 584 00:43:00,360 --> 00:43:02,159 so got out really, so they made it for at least a minute, 585 00:43:02,320 --> 00:43:07,760 okay, So it's pretty incredible. And when you're around others that do it, 586 00:43:07,000 --> 00:43:10,239 you you kind of feel this sense of obligation that you should do it 587 00:43:10,280 --> 00:43:15,079 as well. They'll whole two minutes and not one person at the end of 588 00:43:15,159 --> 00:43:16,159 it regrets it. They're all like, I want to do more. Of 589 00:43:16,239 --> 00:43:20,320 it. Yeah, some people end up buying cold plunges from their house, 590 00:43:21,159 --> 00:43:28,159 but from Andrew Huberman to many many you know doctors out lie there and much 591 00:43:28,360 --> 00:43:31,320 smarter than me attest to that. Just dramatic benefits that it can have. 592 00:43:31,880 --> 00:43:36,400 There's no one getting out, like talking about shrinkage or anything like that. 593 00:43:37,079 --> 00:43:39,119 I'm sure, I'm sure there is, but uh uh. You know that 594 00:43:39,360 --> 00:43:45,199 some of the starst people that go in a are or older females like they'll 595 00:43:45,440 --> 00:43:50,360 they'll jump in there, and you know, I think their mice at is 596 00:43:50,679 --> 00:43:53,840 is such that they know they're going to commit to the two minutes and they 597 00:43:53,840 --> 00:43:57,000 don't get out. Yeah, they deal with us for the rest of the 598 00:43:57,119 --> 00:44:00,159 lives. Exactly what's two minutes? And I yeah, yeah, Well I've 599 00:44:00,159 --> 00:44:05,239 talked about how much I like go brewing. I want you to try it 600 00:44:05,320 --> 00:44:08,639 for yourself. Thankfully, these gentlemen are hooking us up with the gift card, 601 00:44:09,119 --> 00:44:13,199 so I want to thank you for that. Send me an email Dave 602 00:44:13,400 --> 00:44:17,360 at beeringfront dot com. Put go in the subject line. I'll pick a 603 00:44:17,400 --> 00:44:21,800 winner at random, and then Joe and Matt will send you out a gift 604 00:44:21,840 --> 00:44:24,400 card so you could try go Brewing for yourself. Thank you very much, 605 00:44:24,480 --> 00:44:29,519 gentlemen, thank you, thank you very much of it. And Dave, 606 00:44:29,599 --> 00:44:32,519 I have to say, like after that first podcast, I could generally see 607 00:44:34,280 --> 00:44:37,480 your attitude toward an a beer change your bed, and you were promoting it, 608 00:44:37,679 --> 00:44:43,920 and you're the way you're supporting Go and these local breweries is incredible. 609 00:44:43,960 --> 00:44:45,519 So I want to thank you a lot for you. Everything you're doing, 610 00:44:45,719 --> 00:44:50,039 no problem, it's all you know. Like you mentioned, rising tide lifts 611 00:44:50,039 --> 00:44:53,639 all boats. I don't try to talk bad about other breweries. You know, 612 00:44:54,039 --> 00:44:57,639 sometimes there's something they may not like. I just won't mention them. 613 00:44:57,920 --> 00:45:00,800 The more people to get out and enjoy, whether it's Go, whether it's 614 00:45:01,280 --> 00:45:05,559 you know, another brewery down the street. For me, that's good for 615 00:45:05,639 --> 00:45:08,840 everybody. So I appreciate the kind words and thank you gentlemen for having me 616 00:45:08,960 --> 00:45:13,440 here. It's been a lot of fun. This is a great location. 617 00:45:14,239 --> 00:45:16,199 Once again, if you're in the Naperville area, you need to go to 618 00:45:16,880 --> 00:45:22,920 sixteen fifty five Quincy. You're open Wednesday through Sunday. Okay, so Wednesday 619 00:45:23,000 --> 00:45:28,280 through Sunday, so head over to Go Brewing, great tap room. The 620 00:45:28,400 --> 00:45:32,280 beers are all fantastic and have the sour and thank me for it later. 621 00:45:32,800 --> 00:45:36,639 Guys, thank you again. I really appreciate it our pleasure. Thank you 622 00:45:36,760 --> 00:45:45,280 so much. All Right, the beer I'm going to have now from Go 623 00:45:45,960 --> 00:45:52,920 is not just another story double IPA. This has Simco Mosaic and Citra Hops. 624 00:45:52,519 --> 00:45:58,719 Ten percent of the proceeds for this beer will go directly to the Institute 625 00:45:58,800 --> 00:46:06,280 of Non Violent Chicago. I'm really stoked about having this one after hearing Joe 626 00:46:06,480 --> 00:46:09,119 talk about it. I've heard about this one, I haven't had it yet, 627 00:46:09,480 --> 00:46:15,199 so let's crack it open. Looks good. Has that nice like I 628 00:46:15,280 --> 00:46:20,400 think they're is caramel Waltson here. It's a little darker than your typical IPA, 629 00:46:20,559 --> 00:46:23,039 but it looks very nice. Yeah, the hops are there. You 630 00:46:23,199 --> 00:46:30,199 really get that hop aroma. It smells fantastic. That's good. Nice. 631 00:46:30,239 --> 00:46:36,880 They don't list the IPUs on this, but you definitely get the bitterness there. 632 00:46:37,519 --> 00:46:42,320 And it's more like old school IPA where that bitterness hits you at the 633 00:46:42,519 --> 00:46:45,519 end on the back of your tongue. So if you're a fan of old 634 00:46:45,599 --> 00:46:50,199 school IPA's, I think this will be right up your alley. Yeah, 635 00:46:50,239 --> 00:46:53,800 that's really good. Get all of the flavors from the hops, little sweetness 636 00:46:54,280 --> 00:46:59,440 from the malt, but not a lot the hops are I think the big 637 00:46:59,599 --> 00:47:05,320 store with this one. I like it. I think this is good for 638 00:47:05,480 --> 00:47:09,119 my dry January. I'm gonna have to run over to the store and pick 639 00:47:09,199 --> 00:47:13,800 up a couple six packs of this because I think this is good. So 640 00:47:13,880 --> 00:47:17,880 if you want a beer, if you want an ipa that's non alcoholic, 641 00:47:19,000 --> 00:47:22,840 I would definitely search this one out from Go Brewing. It's called not Just 642 00:47:23,039 --> 00:47:29,800 Another Story Double Ipa. I think it's really good. I think you should 643 00:47:29,840 --> 00:47:42,360 put this one in the cards. Cheers. All right, that's going to 644 00:47:42,400 --> 00:47:45,880 wrap things up for this edition of Beer in Front. I thank you very 645 00:47:45,960 --> 00:47:51,760 much for listening, and once again to Joe and Matt over at Gold Brewing. 646 00:47:52,320 --> 00:47:54,400 I'll include the link in the show notes. If you want to sign 647 00:47:54,519 --> 00:48:00,599 up for the Go Brewing Dry January Challenge, don't forget. Send me an 648 00:48:00,639 --> 00:48:07,880 email at daveatbeerinfront dot com with go in the subject line by Monday, January 649 00:48:07,960 --> 00:48:12,440 eighth, and midnight i'll pick a winner for a Go Brewing gift card so 650 00:48:12,599 --> 00:48:15,719 you could try the beer from Go for yourself. Big thank you to Joe 651 00:48:16,119 --> 00:48:22,480 for agreeing to do this for the listeners. I'll update my website beerinfront dot 652 00:48:22,639 --> 00:48:28,000 com throughout the month on any weight loss, sleep data and overall health as 653 00:48:28,039 --> 00:48:31,679 well. Have a great week everyone, and remember sometimes the beer in front 654 00:48:31,719 --> 00:48:34,719 of you is the best one yet