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Last week we had the chance to bring Solemn Oath to pour beer in Los Angeles as part of a truly unique event called Uppers & Downers. Michael Kiser of Good Beer Hunting and Intelligentsia teamed up for the first in what will be a series of events highlighting the past, present, and future of beer brewed with coffee.
Here are the details.
Either way, the leaves are changing, the harvest is upon us, and it is no longer 116 degrees fahrenheit in the taproom. Oktoberface is already available, Salty Beard made its debut, and more fresh beer is on the autumnal horizon. Here goes.
The easy answer to give is that it's a tangible product distinguished by passion, quality, and attention to detail. But ice cream is also a tangible product. It's made by brilliant artisans with dedication and love. Why isn't there an enthusiastic, far-reaching culture built around seeking out the world's finest frozen cream-based sweets? Why don't you and your friends plan weekend trips with the idea of hitting six ice cream shops across three states? For some reason it's different. For some reason with beer you sense a connection.
What makes this man tick? What does he look for on his beer ops team? And who the fuck is Electric Six? Questions. So many questions. Actually, just ten.
For the foreseeable future, we will be releasing two beers per month in limited volume. Until sold out, 22 oz. bottles will be available at the Solemn Oath taproom as well as many of your favorite liquor stores across the Chicagoland area. We ask that you contact your local liquor store directly regarding their availability of Solemn Oath releases.
In its first year they've been able to draw 75+ breweries who are coming on board to pour over 180 beers. General admission tickets are a reasonable $45 and the VIP offerings are already sold out. Back in March, Michael Kiser of Good Beer Hunting sat down with Josh to gain some insights into his passion and drive to bring this project to light.
First, let's talk about indie music song titles. They're in the same grave as Family Guy's non-sequitur gags. Dead. Let's put them to rest.
I know you're a pro, indie music guy. Pro enough to drive around the country through the night for months on end in an Econoline with six other dudes who haven't showered all week, rationing out your McDonald's money and scheming to steal their share of the merch sales. No, you're right man, you need seven musicians for all that texture. But with such business acumen how can you be so blasé about the names of the products you're putting out in the world? It all starts with identity. The chain is only as strong as its identity; you shouldn't throw bricks if your identity sucks; a bird in hand is worth your identity, etc. Simple marketing, people. Read up.