Construction is moving swiftly along! Here are some photos to whet your appetite. Click the photo to be taken on a magical tour of dust, pipes, and steel.
When I originally approached my friend Dan Gentle about designing a beer label for Alarmist, he had little idea how little idea I had about it. I knew what I didn't want (skulls) but that was pretty much the end of it. I had almost no idea about what kind of brand aesthetic I was looking for. I know how to build stuff, repair stuff, calculate stuff, and solve stuff. I can't design my way out of a paper bag. Come sete my bathroom at home to see what I mean.
I was so busy with brewery operations that I just didn't give myself time to really sit and think about what the Alarmist brand is. Labels and logos do not a brand make, but those are many times the first interaction a customer has with us so they are important in establishing what our brand is.
So one day, I ran across this: Campo Santo Screen-Prints. Campo Santo is a new video game developer founded by some of the people behind Panic. Yes, Panic, my original name for the brewery. Yes, that was partially where I got the original idea for the name. (No, that's not where the trademark issue came from.) I've been a user of Panic's Mac software for years. I've always loved their user interface design and their brand aesthetic. When I learned that they had founded a new video game company, I was intrigued. And that's when I found those posters they were selling to promote their first game, Firewatch.
I immediately fell in love with those posters and that led me down the path of the gorgeous Art Deco inspired travel posters from the 1920s-1940s. As soon as I saw this treasure trove, I had a better idea of what I wanted.
So I sent those links to Dan. He also professed his love for Art Deco. I also knew that I wanted the brand to project my deeply felt convictions about breaking the chains of corporate America and following one's dreams. I told Dan about a scene I remembered while working at a large corporate bank many years ago. A gigantic room full of people sitting at desks with green bankers lamps sitting on each desk. Dozens and dozens of these desks in perfectly aligned rows, and not a sound could be heard. Talk about corporate oppression.
So Dan went to work and created this:
Dan really nailed something with this design. Instead of focusing on the negative of feeling, well, entrenched, he showed Earl do something about it. I swear I've met this Earl guy before.
We've received lots and lots of compliments on this design. Buuuuut.....there is one problem: this label was originally designed for bottle labels. We bought a used bottling line, and we were going to package in standard 12 oz bottle six-packs. Since the labels were going to be paper, there were very few design limitations.
And then, just days before I was about to pull the trigger and order labels and six-pack carriers and such, I did something I'm very good at. I changed my mind. I learned some details about mobile canning from Jeremiah at South Loop Brewing (now called Hop Butcher). Without going into all the decision making process on why we went with cans, well, we went with cans. We LOVE cans.
So we began by using shrink wrapped cans because we could get them very quickly and in small quantities to start out. The plastic used for the shrink wrap labels also has few limitations, so far so good.
But shrink wrapped cans cost 3x as much as normal printed cans. Meaning cans with ink printed onto the metal. And we don't like paying 3x more for something. So we are going to begin using normal printed cans. Now here's the real issue. Printing on metal is fraught with peril. There are numerous limitations not the least of which is that we are limited to 6 colors total. 6. Not millions like on paper printing. 6.
So guess what? We have a complete new redesign for Entrenched! Yes, that's right! We changed something!
Here it is:
Earl is still here. He's still saying no to corporate bullshit. But now he has a really nice view.
We hope you like the new design. We love it!
Update 3/24/16 - We've had some retailers and distributors contact us about this. The good news is almost all of this beer is gone now. There are some pockets in the suburbs that might have some left, we're looking into it. Also, NOT ALL CANS have staled. Why? Not sure. We think it might be based on how long the beer was kept cold, but not certain. These are the challenges that a brewery faces when it starts bottling or canning. We're getting it all figured out.
Additionally, as of yesterday, all 4-packs will have a grocery story type sticker on top with the packaging date. The newest batch of cans of Entrenched won't have the stickers as we didn't have the pricing gun yet, but yesterday we were able to sticker the first batch of Phobophobia cans. Can't do individual cans yet as date printers cost $$$, but this will work for now. Also, the newest canned batch of Entrenched is awesome. No issues at all. We got this now.
Let's discuss that first canned batch of Entrenched, shall we?
First, real quick: the first batch was undercarbonated. Dumb mistake, easily solved. New batch of cans is dead on with carbonation. The new batch of cans is also dead on with not doing this....
I wanted to get all the data first from laboratory analysis, but until then, I wanted to address this stupid, stupid mistake so you people don't think we're just all hype and no beer. Don't let your eyes glaze over. There is a point here.
We brewed the first canned batch of Entrenched over a period of 2 days. 20 bbl on day one. 20 bbl on day two. We canned it on Feb. 12. Both batches went into the same fermenter (we have 40 bbl fermenters). This is a common way of brewing depending on a brewery's schedule and the amount of yeast cells available to pitch into the fermenter.
During the process of boiling wort (unfermented beer), most of the oxygen in the wort goes out of solution and into the air. The problem is yeast cells need oxygen during the first part of their fermentation phase. Yeast absorb the oxygen and use it to create healthy cell membranes by creating sterols. Biochemist words, not mine. So you have to get some oxygen back into the wort. for this to happen. BUT ONLY DURING THE FIRST 24 HOURS AFTER YEAST HAS COME IN CONTACT WITH WORT*. We'll come back to that in a sec. It's a biggie.
When you brew, you have to induce oxygen into the wort (unfermented beer) on its way to the fermenter from the boil kettle. We do this with a stainless "stone". It has very tiny holes, we run pure oxygen through it, the cooled wort passes by the tiny bubbling oxygen, the oxygen dissolves into the wort, and the wort proceeds to the awaiting fermenter.
The yeast now absorbs this oxygen during the first 24 hours or so, as mentioned earlier. This is called the "lag phase". After the oxygen is absorbed (and other compounds like nitrogen), the yeast cells create healthy cell walls and then proceed with the rest of their fermentation stages.
We had never brewed two consecutive days in a row into the same fermenter. So we were out of our normal process, and that's when problems seem to happen for us.
We fully understood the fermentation cycle of yeast. When the time came on the second day of brewing, we said to ourselves, "Should we aerate the wort this time?". We went back and forth and then somehow, someway, we rationalized that we should.
Dumb, dumb mistake.
See that photo? The left is fresh Entrenched. The right? Well that was poured from the first batch of cans about two days ago. Brown. The foam is almost gray.
That is called staling. Hyper-staling. We managed to accelerate the aging/staling of our beer by MONTHS when we added oxygen on that second day.
Beer and oxygen do not mix. There are a few exceptions to this rule including barrel aging , but only in certain circumstances. The ONLY time oxygen should be present in the standard brewing process is during that first 24 hours, so the yeast can pull all that oxygen in. After that, no more oxygen. Ever.
When beer is packaged in kegs/cans/bottles, breweries go to great lengths to purge oxygen out of the container with CO2. When we transfer from a fermenter to the brite tank, we purge the brite with CO2 and then use pressurized CO2 to push the beer over. No oxygen. Ever.
When we introduced that oxygen on day two, it stayed in the wort. It combined with various compounds in the wort and formed staling compounds. Normally this would take months in properly packaged beer sitting on a shelf. In our case it took about two weeks.
When beer stales/oxidizes lots of stuff happens and all of it bad. First, for beers with lots of hop flavor and aroma, it all goes away. No hop flavor, no aroma. And the beer turns color. And the beer can taste like cardboard, but not always. It can taste caramelized, iced tea-like, and well, just bad. Real bad.
We are going to have the old and new cans of Entrenched analyzed by a large, local brewery with the facilities to do this. Once we have some data, I'll post an update.
Until then, here's the deal. If you bought those cans, and your beer looked like that, send me a message on the contact page and we'll arrange to get fresh, non-oxidized beer to you. If you come by the brewery, we'll throw in a free tour.
We apologize greatly for this stupid, stupid mistake. It will never happen again, trust me. That photo will be framed and mounted on the brewery wall as a warning to all employees about the importance of keeping oxygen out of beer. Also, the importance of not being stupid.
*For high gravity beers like barley wine, imperial stout, etc, it can be beneficial to aerate the wort with oxygen on the second day of fermentation, due to the stressful environment the yeast is under. But never for normal gravity beers, like Entrenched.