On 13 June, at 5am on a wet and wintery morning myself and two friends were teleported to Valley Brewery in Noordhoek to brew South Africa’s first imperial red india pale ale, under the expert guidance of brewmaster, Greg Crum.
At least that’s what it felt like.
Our initial very sketchy plan, appropriately discussed over a beer, was:
- We conceptualise a beer.
- We brew it, bottle it, label it.
- We sell it on Rob’s site and use his various other sales channels and connections.
- We don’t focus on making money, we focus on making memories.
- And of course we have a lot of fun in the process.
Sam owns an awesome online education business called GetSmarter, whilst my job involves designing and selling digital products. Needless to say we leant very heavily on Rob’s network, expertise and experience.
The idea of working on a project completely removed from my line of work excited me, and acted as a useful experiment to see how applicable Sam and my varying online business background, coupled with our industry naivety, could be mashed together with Rob’s beer wisdom to create and market something truly different and disruptive.
Fast forward to today
We sold out of our first 450l batch in a little over a week, it was one of the most expensive beers ever brewed in South Africa given it’s variety of hops and malts. We’ve subsequently brewed another 450l batch. We’ve received great praise from beer enthusiasts and also received some good press.
We have no idea what shape this side project will take. We all are fortunate to be running successful businesses and are cautious to overcommit ourselves, whilst also being very weary of the business with friends trap. Our aim is to have fun. All the while we are very aware craft beer is an emerging and exciting industry in South Africa, and we have the collective resources to take this to the next level.
For now we are the Experimental Brewers.