Yesterday I went by Brooklyn Brewery in Williamsburg to visit their friday event where locals and tourists of all ages visit the brew-house to taste the beer, see the place and pet the fat brewery-cat lying around on sacks of hops.
In a research-paper by Carroll (Year 2000, paper on Ressource Partitioning), the enormous growth of micro-breweries in the US is explored and one of the interesting findings is that the american consumers assess the organizing of the producer and hence the organizational identity rather than the brand or advertising of the beer when they buy the drink for the evening. Consumers prefer a beer that is produced using the original receipe and they choose a brewery that produces the beer in a small workshop-like company where traditional methods and natural ingredients are the basis of the production.
After decades of shutting down local breweries through the 20th century due to massproduction from large Midwest industrial breweries pushing cheap beer on the market the last Brooklyn brewery closed the year I was born, in 1976. It was owned by the Schaefer and Liebmann family who had to give in as beer was delivered at a much lower cost and advertised on tv as “national” beer, supposedly being superior to the local brew. Less than 10 years later, in 1984, Associated Press correspondent Steve Hindy and a former lending officer at Chemical Bank, Tom Potter, founded The Brooklyn Brewery which is now a big success, exporting the authentic brew to Europe and Asia.
The Brooklyn Brewery as well as the micro-brew business in general has a strong, even dramatic heritage and history as well as a strong local presence rooted in the city in which the brew is produced (even though they didn’t have their production in Brooklyn the first years). And in many cases – like the one in Brooklyn – there is an enormous amount of will, entrepreneurship and personal power in the creation of the brewery. It was through a radical change in Steve and Toms lifes as well as in the local community that the Brooklyn Brewery was founded, hence pulling on their Reflective Authenticity, their ability to act on their own belief.
Tour in Brooklyn Brewery explaining the history of how it all started as well as the current status of the company and the brewing process.
In Denmark you can buy Brooklyn Lager and a number of other types of beer from the Williamsburg-based brew-house. And the market tendency is the same. Over the past decade there has been and explosive growth in this market with famous beers delivered from small local breweries like Refsvindinge, Nørrebro and Mikkeler.
In The Brooklyn Brewery in Williamsburg, NY, a long line of bottles from historic Manhattan and Brooklyn breweries are displayed. Many of them in very unique designs.