Random thoughts from the A2 Beer Wench

On The Eve of a Massacre--OR Welcome to Our Extreme World

2012-02-01T08:00:00.000-05:00

We here at Ye Olde Wolverine State Brewing Company pride ourselves on a few things. To wit:

1. Great lagers
2. Knowing how to bring the message of great lagers
3. Having an amazing space to drink said great lagers within

We also throw a mean party, but that's another story, for a later time.

But up until now, we kept it on the fairly tame side. We let our Double Fisted Doppelbock sneak up to about 8.5% ABV yeah, but for the most part our lagers are "session-able" to the max.

That changes this week.

*cue dramatic, possibly techno/grunge music tinged with the low growl of an unidentified beastie*

We bring you The Massacre.
And I quote directly from the back of the house here when I say:
This beer is as unique as they come. The brew started as an Imperial Dark Lager that clocked in at 10.5% a.b.v. Its smooth and slightly hoppy with American and German hops complimented with a kiss of and surprisingly subtle alcohol flavors. We lagered it for 4 weeks as close to freezing temperatures as we could get it before putting the entire batch into Rye Bourbon Barrels. We will age it in these American oak barrels for nearly 3 months in our brewery and at a warmer temperature to help the beer blend with the flavors of the bourbon and the wood. When the beer is deemed ready by the brewers we will move the barrels into our Cellar Room where again the beer will be aged at near freezing temperatures. This will help condition the beer further by smoothing out the flavors of such a rich concoction. Once the beer is thoroughly conditioned again we will move the beer into one of our lagering tanks and let it sit cold for as long as necessary until we've reached what we believe is the beer's optimal flavor profile. Within weeks of that our brewers will further process the beer and ready it for packaging. Once bottled, Wolverine Massacre will be a beer worthy of aging for years to come.

Yeah, I know you need some time to yourself right now. I certainly do.

Ahem.

Herein lies the lair of the Massacre, as of Thursday, 2/2/12:

Oh YEAH baby.....In the coming days we will follow the beer from fermentation to barrel, we'll move the barrels from room temp to cold then condition it for the last few days, then bottling. And it will get a kick ASS label...
Watch Wench's Space....I'll chronicle this beer's journey for the next eight months and for all y'all who plan ahead, TAKE NOTE:
Thursday, October 11.
You will be purchasing your tickets IN ADVANCE for the four packs of these 12 ounce bottles....no limit. And let the fun begin!

Who Loves Ya Baby--OR Should I Care?

2012-01-30T08:36:00.000-05:00

It's gonna be a good week around the Wolverine Brewery!

For starters, we have a great new beer in the works...one that will be fun to follow, and more importantly to imbibe later this year.

THE MASSACRE, is an Imperial dark lager we will age in Rye-Bourbon barrels for many months. As our first high gravity project, the brewers are happy to inform me that they believe it will come in at 10.5% and no doubt dark, rich, and delish. I'll be talking more about it, showing some pix of the process as it gets lovingly transferred to the proper aging containers brought from Kentucky by yours truly, moved in and out of cold and room temp lagering situations and (oh so fun) the labeling art! You see, THIS beer will be packaged and sold in 22 ounce bottles, also a first for us and it the inaugural brew of our "Extreme Lagers" series....we have some BIG PLANS here people, pun thoroughly intended. Stay tuned....pix and fun stuff will be HERE on the infamous and somewhat annoying Wench's blog.

Speaking of new beers, we have something fun and new hitting the taps soon in the form of a BLACK IPL. This as-yet-unnamed beer because we are still having collective arm rassling sessions over that will be brewed with a combination of Citra and a Hot New Hop: Zythos! Allow me to quote the Brewers:
"Citra hops produce a very soft, tropical fruit like character in ales and we don't have much experience with them in lagers but I believe we are going to extract a unique flavor and aroma out of them that will border on flowery and sweet hop character. The idea behind hoppy, black beers is to impart a depth of toastiness with an edge of roast and smooth chocolate without being acrid, astringent, or burnt. Then combining that character with the traditional citrusy hop character of Northwest American hops."

More on this later too but mark those calendars for MARCH 7 ASHLEYS WESTLAND 'cause THAT is where you can get THIS beer for the FIRST time. I LOVE using ALL CAPS for emphasis. Don't YOU?

And it's back to the sales floor as I drag my shiny new regional rep/bar manager around to a few meetings and we hash out some of the way more boring aspects of this seemingly sexy job. Yeah. It's not all hops, sunshine and roses I assure you. But it is fun.

PLUS! It's Superbowl week and while it would have been pretty damn cool to see Megatron and his sidekick the trusty Stafford Boy in Indy we can be proud of what the Lions accomplished and get ourselves ready for an orgy of new adverts, erm, a football game between I think a couple of east coast teams but I'm not exactly sure.

And YEAH, No Comment on this...:

In the Tap Room we'll have some Real Bad Ass Munchies, all free to YOU....because we care, and we want you to hang in our space with us for those ads, I mean, the game.

And no, not everybody loves me as was evidenced this week. But ya' know what? I'm learning the hard way that sometimes the more successful you are, the more folks go hatin'. And guess what? I don't care.

Onward into the last week of Jan/first week of Feb. Beer and Football! We love ya baby.
Wench

Lucius Lair Anyone?--OR I Love My Elected Officials

2012-01-25T14:43:00.000-05:00

It Is Official.

We are a "go" with our Tap Room and brewery expansion plans...well, we are a "go" as in "Yes you can do that without adding sprinklers now bring us the drawings so we can officially peruse it at our leisure."

But if you are a good follower of My lowly blog-i-verse, you realize how crucial these baby steps are in the process. And so we embark upon a new chapter, one filled with new drains, a grain room, more storage, bigger bathrooms (and the people said AMEN), and .... The officially as yet unnamed Wolverine Rental Hall.

I am officially taking naming ideas now.

So far I have:
Lucious' Lair
Legends Hall
The Official We Love Brady Hoke Room (home of the Brady Hoke Fan Grrrls and Boyz Club)

Whattya got?

In the meantime, this week brings grey skies, boring weather (poor Michigan weathermen are gonna start making shit up if we don't get some Snowy Armageddon's or something similar soon), yet more illness in the Casa de Wench (don't ask) and the pursuit of interpersonal communication perfection that I seek, daily.

I know the Howell Beer Geek will be in the Tap Room Saturday but there are no football games on for a while although the soccer leagues are ramping up overseas so you KNOW that makes this a happy Wench.

If you see any or all of us scurrying around the place with worry on our brows and tape measure in our hands, my advice is to stay out of the way for the time being, sit down, relax, have a beer, and watch the magic (or....the chaos) unfold over the next few months!

Love
newly stressed
Wench

Michigan Weather. Superbowl. Free Beer--OR Randomness on Monday

2012-01-23T14:19:00.000-05:00

Random #1:

Did YOU hear the thunder last night? I did.

The first thing that sprang into my head after registering what it was: "If it thunders in January, it will snow in May."

Try not to ponder that too closely fellow Michiganders.

Random #2:
so we have ourselves an East Coast Superbowl...again.

Cute, boy next door

vs.

Dear Lord. I just had an....never mind...

WTF niners? I mean I will admit to being torn as I love me a Manning Bro BUT ....

Anyway, onward with the commercially driven debauchery for Feb. 5! There's an EXCELLENT soccer game that day too btw: in the Barclay's Premier League....Chelsea v. Man U at 11 a.m. A full DAY of hot men...erm, athletic fabulousness at a high level.

Random #3:

FREE BEER (and wine) ON AMERICAN AIRLINES FLIGHTS? yeah, baby throwback city. Those pilots and sexy stew better be ready for me.

Wheels down indeed....

I watched the movie Desk Set this weekend and was reminded that THOSE folks knew that an office "holiday party" was "Christmas Party" complete with champagne at 10 a.m., wine in the water cooler and all sorts of serious naughty.

Wenchling Number Tres is quoted as saying:

"It's like those ladies were Wikkipedia or something!"

Random #4:
Kick Starter....hmmmm....well, I'll ponder it....

Finally Random #5:

My favorite is either: "That'll be $18"
or
"I'm developing some barrel aged cocktails..."
bahahahahaha

here's one for The Tap Room: "No, we don't have Bud Lite. Next!"

have a great week peeps...
Wench

A Word on Contests--OR Yeah. We Won

2012-01-19T15:54:00.000-05:00

With a tip of my virtual hat to the fine competition from Frankenmuth Brewing allow me a fist pump and a Hell Yeah...

yeah, he's cute and stuff but....

Ahem.

It was a dark and chilly night in Westland, and after a long trip to Grand Rapids and back wherein Wench and the Slugger bonded with plenty of windshield time on either end of a very successful pre-meeting prior to re-entry into that market (I see you Shannon Gary), we entered the first round of Ashley's Beer Throwdown....

Wolverine Brewing Fans abounded from the get go...

We posed for some pix...

Drank a few pints....

Made some new friends...

Shot some video with Dave...

And, well, we won!!!

Woo Hoo!

So now we wait for the winner of next week's round between Michigan Brewing Co. (with whom We Have History as you know if you are a proper follower) and Victory.

Our 2nd round is March 7.

Do not worry, I won't let you forget about it. Thinking of chartering a van actually...

Stay Warm!

Wenchie

What Makes Me Happy--OR Not

2012-01-15T11:22:00.000-05:00

Things that make Wench Happy include but are not limited to:

...Fire in the fireplace on a snowy Sunday morning

...coffee already made when I rise from slumber

...Tim Tebow's team losing in the playoffs

...Tom Brady's team winning in the playoffs

...Sam Calagione getting approval to expand in Milton, DE (sheesh people seriously what else is there in Milton?)

...Mayors acting foolish over who has the best craft beer (duh)

...Yuengling

...Watching heartwarming movies like War Horse...and that one with Matt Damon and the rugby players

...getting a grip regarding "beer" and "University affiliation" (double sheesh)

...letting a year lapse between visits to Las Vegas and finding the craft beer options at casinos doubled (last year your only option was Fat Tire--this year I got drunk and lost money to my fair share of 60-Minute. And there are ton of Belgians available too)

...Sam getting pissy with the BA

...This coming week in which My beloved Wolverine Brewing shall square off in a friendly against Frankenmuth Brewing at Ashley's Westland. "Winner" has the most cumulative sales between 6 and midnight on Wednesday 1/18. I'll be there around 7 annoying the crap out of anyone ordering Frankenmuth...that is to say, supporting my team. Brewer Karl will join me.
ASHLEY'S THROWDOWN! We shall bring the revolution to the people....or at least have a fun time drinking.

or NOT:

More distribution monopolies...

Macro brewers (greed and hegemony)....

THIS AMAZING BULLSHIT (be prepared for anger--honey, can you not read? the words "pick your battles" spring to mind)

Sam not realizing when Silence Is Golden...

and

coming home from vacation...on a red eye flight. Ick.

I'll be up at the Tap Room for NFL playoffs today. I shall declare the hottest Quarterback the winner!
I love me some Manning bro so it's a close run thing on the one game...but the other? Joe Flacco by a country mile.

The Best Men Won yesterday without a doubt...

Alex Smith ponders his future as a Wench minion....

Yeah, he's a Michigan Man alright...

see ya!
Wenchie
DON'T FORGET!! SEE YOU WEDNESDAY AT ASHLEY'S WESTLAND FOR ZEE THROWDOWN!
7525 Wayne Rd.
Westland MI
Wench will be in the house.

Viva!--OR The Revolution Begins

2012-01-05T13:38:00.002-05:00

BLOG POST SECONDARY WARNING: What follows is a brief and introductory 'splaining of what the hell we are on about when we encourage you to Ask Us About the Revolution. It is in no way meant as insult to those who wouldn't touch a "lager" with their neighbor's lips. We know it takes all kinds of beer drinkers and all kinds of beer. How lucky are WE that this nation, and our very own Great Beer State has so damn many to choose from? I'm merely positioning my company a little differently. It's my prerogative. When you get your own small business and make a profit in the first year, you can bitch to me then. Otherwise, Read on and enjoy!

The word "REVOLUTION" is a strong one. It invokes emotion, at times violence, "occupy" movements, and all sorts of stuff in between. By definition, a "revolution" is "change" be it by force, or hippy sit-ins that occurs over a relatively short period of time.

Revolutions are part and parcel the human condition. Although we bitch and moan about not liking "change" I think we actually thrive on it. As if the same old same old:
Emperor
King/Queen/Prime Minister/President/Dear Leader
Taxation Structure
Social Structure
Way of Transporting Ourselves
Way to Think About Science
Wealth Distribution System
Religion
Lack of Birth Control Options
Working Conditions

Are never quite good enough, and by their nature (putting down of the many for the benefit of the few) invite, nay encourage might I even say demand Change.

Don't get me wrong all you literals out there (I see you).

I'm not in any way suggesting that a humble "LAGER REVOLUTION" is on par with gaining independence from a tyrant, or building giant railroad systems, or even allowing women to have control over their reproductive options. No.

I'm merely making the point that CHANGE is upon us.

By anyone's measure, our great nation is experiencing a MAJOR Craft beer surge. Breweries are popping up on street corners and, one would think, rest areas on the highway (that is cheap real estate people, don't laugh). In Michigan alone we are at something like 90 PLUS breweries total, with tons of news about brewing licenses bestowed and new places opening from the tip of the UP down to, well, Ann Arbor.

The Craft beer movement begun by the pioneers in California, Colorado, Delaware (where Our Dear Sam had to get a law passed to even OPEN Dog Fish Head--a brewery and a brewing rock star that by ANYONE's measuring stick is a ginormous success) took serious hold and the number of people who want a piece of that action is skyrocketing daily. The Prez himself has a home brewer in the White House Kitchen and during last year's Super Bowl insisted only regional brews be served at his party.

Sweet.

Our little corner of the revolution on West Stadium in Ann Arbor proposes a new change. One we've been spouting since opening, but without a real message other than "come drink our lagers. You will love them."

...although it SHALL be Tweeted and Facebooked

That message has worked. We are on the cusp of some Big Time Expansion the details of which I shall reveal all in good time.

Along with growth, expansion and new construction and code headaches we are fomenting our Lager Revolution.

Craft beer for many folks has been scary, unobtainable, unreachable, or, once they get their hot hands on the latest Imperial Triple Barrel Aged Old Ale Dry Hopped With Juniper Berry, Ginger Root and Anise 750 ml bottle the peer pressure is enormous to say "oh my God that is....um....yeah." Before they pour it down the drain and reach for a Macro Brewed Palate Cleanser.

Nay we say. Let us introduce you to CRAFT BEER that is accessible, and ease you up the ladder of our own, lager centric design.

Beers like Wolverine Premium, Wolverine Dark and the upcoming Wolverine Amber not only will represent a beautiful color spectrum for your glassware, but also highlight the cornerstones of our business. Of COURSE we have cool ass stuff like THE GULO GULO, our Imperial Pale Lager. And we are working on a really awesome Mexican Lager for the summer months. And the Baltic Porter? Divine and soon to be released.

This is in no way meant to alienate, piss off or otherwise force wadded underwear or twisted knickers in the esteemed drawers of those of you who adore the HUGE, or HEAVY, or SOUR, or otherwise esoteric brews that are totally the rage right now. But the growing clamor in my Tap Room among folks who DO love those but who keep saying to me "I hardly ever go to a craft brewery and LOVE everything the board. Until I came here."

I get that a whole lot.

So, this is your first heads up. More detailed info will emerge, we'll have some sweet swag to buy with the message and we are even doing a little redecorating of the Tap Room itself to remind ourselves What We Are All About.

The Lager Revolution.

Join It.
Love
Wench

Hail To The Victors!

2012-01-04T00:08:00.002-05:00

There are Mug Club memberships waiting at the Wolverine Tap Room for all "of age" members of the coaching staff and team!

woo hoo!! What a YEAR!
Go Blue!
Sugar Bowl Champs!

Dear God Don't Crush Denard

2012-01-03T23:29:00.002-05:00

He may be our only hope.

Michigan leads~

2012-01-03T21:47:00.001-05:00

In spite of themselves.

Can we score now?

2012-01-03T21:24:00.001-05:00

Please?
Denard?
Guys?

Okay I give

2012-01-03T21:13:00.001-05:00

why all the commercials???

great commercials

2012-01-03T20:56:00.002-05:00

truly Direct TV has the best commercials

Live bloggin' from Sugar Bowl North

2012-01-03T20:54:00.002-05:00

so what they scored already? Go blue!

what's wrong with the center?

Oh Crap, Seriously?--OR Yay! Time for some Resolutions

2012-01-01T10:10:00.000-05:00

In 2012 I resolve:

NOT to drink beer I don't like. I mean, you know, more than a sip to determine that it tastes like a**.

To quit whining so much about people who drink shitty beer.

NOT to let the green eyed monster grab hold of me so hard when I see all those damn comments all the "other Beer Bloggers" get on their posts. Sheesh people, let's have a dialogue here. Or not.

To Walk my dogs more. (They made me say this. They are sitting here staring at me right now. shhhhh)

NOT to lose the message. The Lager Revolution is upon us and you shall be hearing lots more about this in coming days.

To stop saying "that tastes like ass." How would I know what ass tastes like? ick.

NOT to lose sight of the goal. We have some big ones, are doing some staff shuffling to meet them and will be out in the GRAND RAPIDS AREA VERY SOON! Alert the media.

To read five books about beer. This year. Leave your suggestions Down There in the "comments" section.

NOT to make excuses. For anything or anyone.

To haul my fat lazy ass to Bikram Yoga 3-4 times a week (see: "Not making excuses.")

NOT to get aggravated when people say "Gosh you were hard to find back here!" (Duh, the place is bloody well full. I'm good. But Gosh I'm glad you were sharp enough to read the GIANT LETTERS AND SEE THE HUGE EFFING MURAL and find me...")

Finally, in 2012 I resolve to:

* sell 1200 barrels of beer
* open a function room
* buy more fermentation vessels
* get a mill room built
* send out more press releases
* post more on facebook

* add the word "Amber" to "Premium" and "Dark" (think hard, you'll get this one)
*get more involved in the Brewer's Guild (they might make a "wench" position and NO I don't mean one that's me on top)

THANK YOU THANK YOU THANK YOU THANK YOU to all y'all who made 2011 so flipping amazing for us at the Wolverine State Brewing Co.

We are gonna knock your collective sox off in 2012.
Join the Lager Revolution!
Love
Wench

Who ARE These People?--OR New Year's Eve Eve Musings

2011-12-30T09:00:00.000-05:00

I really need to take down Christmas around here. I'm thoroughly sick of it. But I was that within an hour of putting it up being the cynic that I am.

I should also start in on those resolutions. Right.

Instead we are gonna have ourselves a little chat about why Michigan is the last state that needs a brewery from a different state. Let's run the numbers. By any measure, The Great Lakes State (or dare I say it "The Wolverine State") is in the top 10 and by some counts, the top 5 when it comes to number of licensed microbreweries. This is behind super heavy hitters like Colorado, Oregon, California, etc.

Michigan!
We have some of the best known breweries not just regionally:
New Holland
Arcadia
Shorts

but nationally:
Founders (keep yer thoughts about how they allocate to yerselves at this time please)
Bells

Here is what we need to succeed:
More support from Lansing. Although the Gov has been signing bills to help keep Bells' Tavern open and stuff lately, plus some good support for homebrewers.

Some more leniency with regard to self-distribution. Now I have done a bit of a 360 on this whole "distributors are mine enemy forevermore" thing. They aren't really. And frankly, I don't want to be in the business of warehousing and truck driving/delivery which they are. If I could just get them to be less "order taking" and more "sales" *see RESOLUTIONS*

Sold out beer festivals every season--oh, yeah, got that.

NOTE: back of the sign says: We "heart" Shrinkage!

Here is what we don't need:
New Belgium in our backyard.

Seriously, go to a state that is a craft beer wasteland why don't ya?

Now about those resolutions....more later!
Love Liz

In Praise of Holidays--OR How Soon Until We Crack Open That Bottle?

2011-12-25T13:17:00.000-05:00

Merry
Happy
Joyous
Peaceful
at least no one gets killed
or runs from the table crying (that's how low my bar is set but I have a houseful of teenagers)
Holiday to you ALL!!!

We had a fantabulous last week prior to Today's Big Day Off (and tomorrow's---do NOT say you were not warned we are also closed 12/26 it's on the website, get over it).

Santa, singalongs, wall to wall kids and their just inebriated enough to deal but not too drunk to drive parents, a nice relaxing yet fairly lucrative 4 hours open yesterday so's you could all get your growlers filled and tolerate the relatives.

Yeah.

It was all good.

It was a good year really.

And if they will allow it I will share photos of our party. No guarantees. The Man himself has declared this a "no holds barred party like no one is your boss (right)" sorta deal. Might take a while for us to warm up but I guarantee it shall rock.

If they let me I will share photos.

I leave you with this

My darling brother has seen fit to gift me with the most amazing Xmas bottle EVER:

Yeah.

It's chillin and we shall partake soon!

Merry
Happy
Peaceful
Be Nice to the relatives and each other
Wench

This is OFFICIALLY my favorite photo of the entire of 2011 and that includes all the ones of moi!

Santa Rocked the House--OR Yes Those Are Kids in the Beer Bar

2011-12-22T11:16:00.000-05:00

Now that is what I call a rockin' good time!
It was our annual Winter Solstice Party--celebrating the shortest day of the year and something that is no doubt pagan and (hopefully) carnal (well, it IS the "longest night of the year") on the Olde Worlde Calendar. We give it an Xmas twist of course and invite our fav family entertainer Kevin Devine and Old Saint Nick him self to join us!

Here are 2 anecdotal observations I had the opportunity to ponder through the course of the packed house event:

1. Last year (this time) I sweated every teensy detail and stressed over not having enough little kids around to make it a legit family event. Turns out we did just fine, plenty of room for everyone to enjoy themselves, dance around and sing along with Kev. This year I spent a significant portion of the day stressing over how in the heck I would cram everybody in. We did. It was tight. But fun.

Wench Loves Santa

2. Please, parents, even you uptight first-timers (I've been there) realize that a Party at a "Tap Room" even though labeled "family event" IS at a....BEER BAR. There is (shhhh) alcohol being served. If you cannot handle that or wish to shield your precious spawn from the fact that (shhhh) alcohol gets consumed by adults, stay away from Parties at "BEER BARS." to wit and overheard:
Woman, teeth gritted, face red, yanking squalling youngling by hand towards the front door:
"I can't BELIEVE you brought us to this PLACE. It is too crowded, there is beer everywhere and he is stressing OUT!"
Man, one assumes the one who spawned said stressing out child, while holding a nearly full 22 ounce glass of said (shhh) alcohol:
"Oh, Okay. Well you guys go on, I'll be home later."

I laughed until I cried I tell you.

hahahahahahahahahahahahahahaha

anyway, here are pix.

Hey---I know THAT guy!

LeDuc, Wench's Trivia KING!

enjoy and remember:
XMAS EVE we are open 12-4
growler fills are half off FOR MUG CLUB MEMBERS 2 GROWLER LIMIT PLEASE!!
we are closed XMAS DAY AND THE 26TH as we have our own partying to do thank you very much.

Post Birthday Post--OR MERCY I Need a Better Hangover Cure

2011-12-19T12:11:00.000-05:00

WARNING: If you think you have any chance of being offended by an egregious representation of male body objectification. do NOT read to the end of this post.
This is your only warning.

FIRST the most important stuff!
It has been pointed out to me that this:

Is a regular hangover miracle. Seriously the older I get the less quickly I bounce back. Gone are the days of beer plus some random clear alcohol with a vaguely sweet mixer, then tequilla shots....then up at 9 a.m., off to the gym to sweat it out and back in the classroom....with nothing but an odd craving for a slutty cheeseburger by dinner time to soak up whatever poisons were left in my system.

Oh no.

I mix at my own risk these days. See: GABF post 2011. Whew.

The ingredients in each serving of MERCY helps your body detox, boosting your body’s defenses and replenishing key nutrients lost during a night of drinking. MERCY, taken during or shortly after alcohol consumption, encourages your body to produce more glutathione, a naturally occurring substance that neutralizes dangerous free radicals and helps the liver remove toxins such as acetaldehyde, the unhealthy byproduct of alcohol and the main cause of hangovers and alcohol flush.

Poor sleep and fatigue after a night of drinking is often due to the loss of the amino acid glutamine, depleted by alcohol. Your body works hard to produce more of it throughout the night, waking up you up in the process. MERCY adds it back, so you sleep better.

Now, it could be argued that these folks are taking the logic that we all share: (repeat after me):
A hangover is nothing but de-hydration. Stay hydrated (with water) while imbibing. Bam. No problem.

They tout this as a "hangover prevention" and it must be consumed .... while imbibing.

Try MERCY with vodka, gin or Campari or mixed with champagne (a MERCY Mimosa) or white wine (MERCY Sangria). We recommend one can of MERCY for every five alcoholic beverages. Just remember that mixed drinks, such as a vodka MERCY, generally do not include a full can.

Always serve MERCY chilled or over ice.

Yeah, 'cause otherwise it tastes like last year's cough syrup you found in the back of the medicine chest in the middle of a coughing fit.

I guess I could take my gatorade, slap a pretty label with some sexy angels on it and call it something new and cool too but that, my friends, would simply be, um, "rebranding the toothpaste."

So in the interest of keeping all the Marketing Magick a Sooper Seecrit and known only to those of with the private issue Marketing Club handshakes and decoder rings, I will leave this to your own interpretation.
Mercy:
MERCY is most effective when consumed during or shortly after drinking. It’s hangover prevention, not a hangover remedy. Though some people say it helps lessen a hangover the next day, why risk it? MERCY’s light, natural citrus flavor makes it easy – have your bartender mix it with a cocktail or have a nice cold MERCY in between drinks. You can even drink MERCY at the end of the night instead of (or as well as) water.

I love this. Truly I do.

It's Red Bull, one could say. Re-named.

But regardless their website and branding sure is purty. And I'm a sucker for that.

Had a fantabulous time at the B-day Eve Bash:

Me and My New Santa!!!! You'll see what I mean soon enough.

The Drinking Club with a Running Problem and their Token WENCH

Birthday gals!

Happy Hour Guy!

Hey, is THAT F$#@ing Woody Harrelson?

And the next day was great, once I got past hangover (no Mercy in sight) and hit the Bluegrass Brewing Company located RIGHT ACROSS THE STREET FROM THE NEW YUM CENTER B-BALL ARENA YES I HAVE LOCATION ENVY.

Wench and Phil, her marketing Dude counterpart at Bluegrass Brewing Co.

A Cardinal Ale

Mr. Wench rocked the birthday this year. Fo sho

Me and Never Nervous Purvis! Loved that guy!

All in all, a solidly successful week. Now, I really oughta think about shopping, no?

Ick.

Love to you all

Wench

Yes, this is a hot guy in something resembling lederhosen, only with a lovely holiday theme. I call him Hans. He is my Muse.

Birthday Eve. The Official Post

2011-12-16T07:12:00.000-05:00

More on THIS later...this is what we in the Professional Business of Marketing call a "TEASE." It's a technical term. Don't be afraid.

Here 'tis. Nearly 7 a.m. on the day before the day I hit, while not a milestone, a significant number of years attached to my name. Honestly, I will confess I make a big deal about this for your benefit, dear and gentle reader/follower/stalker/creeper. Not mine. Especially not This Year.

Why? You ask.

Because I've hit the age whereby I have to subtract from the year to remember what it is. I've hit the time in life when the number just doesn't matter anymore, except when you want people all "Oh my GOD I thought you were 35!" And that feels like a compliment.

I'm grateful for the last year. Lots and lots has been accomplished. One of the most important things to my mind, publishing contracts, barrelage sold and Tap Rooms filled aside, is the fact that I have gained so many interpersonal skills. I've learned patience, believe it or not and how to hold my tongue and let others hang themselves by their own ropes. Not jumping in and (over)reacting to things said or done about or to my various businesses is a serious skill I lacked and I am ever grateful for the folks who, while at times I'd like to slice off significant pieces of their important anatomy, have taught me this. I needed that, so thanks.

It's a hard thing to be reminded you are NOT "all that" but crucial in the end, to the building of one's character. I, Your Beloved Beer Wench, am a reflection of an idea, the bigger personality inside writ large and on stage every day. I exist to further not myself, but my company. But in doing so I've managed to make a lot of folks laugh, at me and themselves, teach a few things about beer, to myself and to others, and in so doing have evolved into a Personality that frankly, I enjoy.

If you don't, well, this is the internet. Click that little "x" in the box up there and close it down. Leave the rest of us to our fun. The fun that includes ogling soccer player torso. Nyah.

Merry Xmas my love...

If you are a loyal fan you know that birthdays make me a little melancholy. So now that I'm on the cusp of a number that starts with a four and ends with a five (I think, hang on let me subtract again) I invite YOU to join ME (and US) at the Wolverine Tap Room tonight. I shall be there by 4 or so and will set hourly fun specials to get you to try something new and to raise a glass in toast to The Wench. Remember, not showing up is the "real life" equivalent of hitting the little "x" on the internet. Won't hurt my feelings a bit. Just as long as that shirtless guy with the six-pack abs shows to serve Me beer.

No, I'm not everyone's cup of tea, or glass of pilsner, but I enjoy beer, writing, and making you laugh. Oh CRAP I've gotta go to the Secretary of State today...thanks for reminding me.

See you tonight!
A humbled, and Not-All-That-Wench

We Rocked It--OR No, THEY Rocked It

2011-12-13T07:30:00.000-05:00

When you open a brewery there is pretty much one thing on your mind. Beer. And for The Brain, The Man and Yours Truly, how to slice off a hunk of a crowded, plump and juicy market for ourselves.

Yes, we love beer. As a matter of fact The Man (in his days before becoming a stuffy lawyer) BREWED beer. Still likes to. My own self? I embarked on a journey, chronicled in this very forum that has brought me to a place where I find myself berating poor, innocent (and somewhat cute) waitstaff at places like (shudder) J Alexanders in the Heart of Darkness Suburbs because they don't have One Single Beer from their own state on tap. Spare me your lectures on "but that's not their market." I disagree. It should be.

I'm headed in a particular direction with this line of thinking so bear with me. However, because it's almost holiday time AND we are still honing said "direction with this line of thinking" amongst and between ourselves (the word "REVOLUTION" plays a big part) PLUS we I have an event to re-cap for you, I'll save it.

Ahem.

When you open a brewery you have one thing on your mind. And it usually does not include huge events for a major, well-respected non profit agency, a local FM Radio station that has finally found a "voice" that resonates nice and deep with Our Fair City, and a Detroit-based indie band on the cusp of something bloody huge.

No.

However, because we have such a great location, with great beers, with even greater buzz, I wanted to throw such an event.
So we did.

Dale Earnhardt Jr Jr played in the Wolverine Tap Room just 2 days ago and personally I am still buzzing about it.

Those guys (see: Free Credit Report dot Com for the "Bill paying work") are seriously and completely talented.

I would joke during that week that they were "Vampire Weekend wannabes" which worked for me 'cause I love those Oxford boys.

However, now that I've seen them perform live (IN MY BAR---*swoons*) I'm gonna say they are something along the lines of if you threw Vampire Weekend with Cage the Elephant into a room and those two had a love child named Percussion Gun. (yes I love my Sirius/XM Alt Nation and no I received no compensation for mentioning them)

Yeah.

You are gonna HEAR From these guys, mark Wench's words!

Way to go Foodgatherers Mary and Eileen and that girl with the coffee--AnnArbor's 107One's Chris, Martin, John, Tom and whoever else I forgot--nice work TRAVIS and SHAGSTER and DAN. It was a wild and crazy Sunday .

And I want more.

Don't forget! Wednesday, Dec. 21 we have Kevin Devine and SANTA in the house! Family event starts at 5 p.m. and it closes out our food drive at the Brewery. And we release Winter Lager...I think that's it but I might come up with somethin' else....

IT'S BIRTHDAY WEEK--OR you KNOW what that means, right?

2011-12-11T13:05:00.000-05:00

Ah, December...annoying and inescapable holiday music...constant input regarding conspicuous consumption...the compulsion to buy people stupid things just to say you did...and the need to consume alcohol.

I love it.

I most especially love the one week prior to the Big Day. That is to say, the seventeenth of December. That Big Day. You know the one. The one wherein Your Beloved Wench turns another year (gasp) older.

I won't kid you folks. I'm feeling (and I'm afraid "looking" *makes note for expensive surgery on Xmas list*) like 10 years have passed in the past two. It's the nature of Small Business Ownership I'm afraid. "Sweating the small stuff" is on the "to do list" daily. Comes with territory along with waking at 3 a.m. in a panic, fretting over a "regular revolt" and wondering where that foul odor is coming from, staring at a huge number on the paper that says "Expansion Cost vs. Cash Flow Reality"...you know, the usual stuff.

It's all small stuff. That adds up.

As you know, IF you are a loyal follower of yours truly we have had a bang-up year. Gang busters. Sales busting. In all measures except of course, "making friends with neighbors" a success.

Comes with a price, I will tell you. But it's been a price, so far, worth the cost in wrinkles, fat rolls and lost sleep. On the real plus side, my personal alcohol tolerance is THROUGH the roof! Not that I was ever exactly a "cheap date."

JOSH DAVIS was in the house last night. Someone really should tell him how in danger the poor boy was...what a deliciously smooth and beautiful voice all surrounded by talent (Mike Shimmin, the Rev on keyboards, and more). Lucky kid ALMOST got a "private brewery tour." but Mr. Wench held me back. He does that sometimes.

We rocked and froze for the hungry on Wednesday. The Gang was all there and Wench spoke with the radio peeps. Party tonight! You know what I mean....Jr Jr and all.

Me and Howell Beer Geek...and the nectar that is a 120 Minute Dog Fish Head IPA on draft.mmmmmmmmmmm

As we hurl ourselves headlong into Wench's Birthday Week I will use a few words that will aid you as you traverse the Monday-Saturday shopping hordes in preparation:
precious gems
expensive perfume
Sam Calagione

I include this Holy CRAP did he ever look this young picture for a reason...see: Owning a Business Theme.

Bring me any of these things and there is no telling what I might do for you!

On The Day itself I will be in Louisville. At the Yum Center. Watching Rick Pitino prowling the sidelines in his expensive suit as the Cardinals beat Memphis. After having a birthday beer brunch with my buds at Bluegrass Brewing Co. and hanging with "Ginger" my college bestie. Gonna be a FABULOUS time, for certain!

Oh, and on Friday my official Birthday EVE...we shall have CAKE in the Tap Room. Make a note. I shall choose beer specials hourly as well because it's my F$#@ing Birthday Dammit.

Check the Coming Soon Awesomeness....

cheers
exhausted
exhilerated
in need of botox
Wench
p.s. Dear Lord protect me from jumping all over this kid...

Tap Room as Forum--OR No, You Cannot Park There

2011-12-06T22:48:00.002-05:00

PUBLIC SERVICE ANNOUNCEMENT:

All loyal followers, patrons, beer drinkers, stalkers (I see you Schram), creepers, and others. The Bike Shop in front of the brewery is NOT to be considered in any way a parking option for you. Please do not park there. Ever. No matter the time of day or night. Or you risk getting towed. They have signs to that effect. Sorry for inconveniences on all sides. After banking/office hours you CAN park at Comerica or at the Board of Realtors Building. And our parking actually extends all the way down the brewery side of the building.
BE CAUTIOUS. There are small children at times trying out new bikes (even at night) and entering/leaving the sporting good store for training. Don't Be That Guy who hits a kid.
Thanks

Now, on to an evening recap.

Tonight we packed the joint for the Michigan Radio (that's 91.7 on the old FM dial) Issues and Ale (NO! Lager) event. It was a lively crowd of teachers and interested parties conversing on the state of the educational system in Michigan. I myself enjoyed it very much...that is until I had to deal with the parking crisis that arose. I do remember a pretty funny something about Proposal A being a marriage proposal instead of Proposal B. Otherwise, it was sort of a blur of stress.

Oh hell, are those my thighs? shit.

That said, I loved the vibe and energy we gained from the event. Most especially when I ran out of fingers to use to count the people who said "I've never been here before but now that I know where it is...I'm am so coming back!"

Yeah.

In the Marketing world that is what we call a "Slam Dunk." It's a technical term. Don't be intimidated.

And I got to be all Fan Grrl-ish around (omg) Jack Lessenberry. I will never be the same again. I am NOT kidding.

Thanks again Steve, Steve, Jack and the gang. You guys rock.

Election Night 2012--Here We Come!

Now, for tomorrow, prep your FM dials to 107.1 around noon as I will be Rockin' for the Hungry with my helper elves and the guys on the radio!

cheers
A still slightly miffed, yet easily mollified,

Wench

The Week Ahead--OR Where is the Caffeine Karl?

2011-12-05T10:33:00.000-05:00

Yuck. Seriously. What is with the rain? I mean, if it's gotta precip in DECEMBER it might as well be snow, right? Okay, weather talk over. Let's get down to it.

We have One Very Seriously Busy Week around the old Wolverine State Brewing Company:

to wit:

Tuesday we are hosting the local public radio gang (WUOM) for an Issues and Ale (uh, no lager) forum. The title for this event is “How Michigan Learns,” and it will focus on the future of K-12

education in Michigan. What’s the best way to prepare today’s students for the global economy? What would Michigan citizens like to see changed about our education system?

What’s working in our community? This event will provide an opportunity to hear from experts with diverse backgrounds in the field of education, and provide feedback on the issue.

Michigan Radio Senior Political Analyst Jack Lessenberry will host this discussion. Panelists for the event will include:

Tom Watkins – Former Michigan Superintendent of Public Instruction

Doug Ross - Founder of Detroit's University Preparatory Academy charter school

Michelle Herbon - Senior Consultant- Education Policy, Public Sector Consultants

John Bebow – Executive Director, The Center for Michigan

The public is encouraged join in with their questions and comments. The Center for Michigan will be using audience polling technology to gather feedback from the audience, which will be used to help tell state leaders what Michigan citizens want from our education system.

Admission to the event is free.

The Issues & Ale event series provides an opportunity for people to engage in discussions about the state’s most important issues…..in an informal atmosphere. Previous events in the series have been held in Ann Arbor, Grand Rapids, Lansing, metro Detroit and Holland, with topics ranging from campaign ads, to priorities for state government, to renewable energy.

Yikes! I am SUCH a Jack Lesseberry Fan Grrrrl.....I will attempt to contain myself.

Wednesday we kick off our Food Gatherers food drive in the Tap Room. Not only can you bring in 2 bags of LEGIT non perishables (yeah, keep your damn cans of hominy in your own cabinet) to get 1/2 off a Growler fill (limit 2 growlers) we our own selves will be volunteering down at the South Maple Kroger for the Rockin' for the Hungry food drive that goes on all week on Ann Arbor's 107.1! We'll be there from 11:45 a.m. - 1:30 p.m. taking your donations and heaving them up on the back of a semi, all for Food Gatherers!

Our Food Drive in the tap room runs until Dec. 21.

IT'S A LIVE MUSIC WEEKEND in the Tap Room~

Friday: Lindsay Lou an the Flatbellys

Saturday: local fav Josh Davis and Fool Rooster

And

wait for it...

Sunday, at 6:30 we welcome DALE EARNHARDT JR JR to the Tap Room! This nationally known band (seen the Free Credit Report dot Com commercials? yeah.)

We are hosting the Rockin' For the Hungry Official After Glow Party in conjunction with Ann Arbor's 107 One, Kroger, Foodgatherers, and Green City. YOU WON'T WANT TO BE LATE FOR THIS. We anticipate a full capacity crowd! here's a taste.....

Excuse me while I go chase Karl the Brewer down for more coffee...

hey...Karl...why are you running away? Come back here!

spotted! the dark!

Oh...So get your tix and flights to NOLA, and get ready to party with the Wolverine This week!

Wenchie

Beer Dinner from the Arm Chair--OR Now THAT was Fun!

2011-12-02T09:44:00.000-05:00

Greeting and thanks to all of you who joined us at Quarter Bistro for the first annual Westsiders Holiday Beer Dinner!! *APPLAUSE*

We had six courses of amazingly well-thought out pairings for six of our beers, a full house, a raffle, some familiar faces and some new ones....

here is the photographic evidence:

subtly cool, and understated table decor...

requisite Swag Display...

Chef...hard at work...

First course...roasted chickpeas and amazingly spicy flatbread (served with Premium Lager)

The kids table?

The gang plus Dave...

Zee beer...

Matt, still running his mouth...

Fun! and Dave taking pix...

Great room full of beer and food and peeps.

Yet ANOTHER kid's table...

more beer...

Prizes!

Why yes that is my halo...

and finally....DESERT!

BEER WENCH Chocolate Cheesecake with Faustian Stout Baltic Porter.

A Success...Mark your calendars.

The DEAD OF WINTER BEER DINNER at the Tap Room, with comfort foods catered by From the Hearth Catering will be:

Sunday, February 19!

have a super weekend!

(Yes I got my haircut)

Football Hangover--OR Just Another Weekend in the Tap Room

2011-11-27T10:09:00.000-05:00

Greetings all.
Forgive me if my voice sounds a little ... scratchy. Yelling for 3 hours will do that to a girl.

As expected we had ourselves a GLORIOUS weekend around the Wolverine State Brewing Co. and its attached beer bar of fun and football.

For one: it is FESTIVE--positively dripping with good cheer and holiday fun-type crap all over the place. Thanks to Wenchlings for their help before the grand feast on Thursday.

For two: Black Friday rocked, with happy non-shoppers drinking and carousing as usual. I love Fridays in the Wolverine Tap Room don't you?

For three: about that game? Yeah. After stepping into Lake Ladies Room at 6:30 Saturday morning and convincing myself that it was neither Armageddon nor (or?) sabotage --- merely a toilet that had an identity crisis and wanted to "play fountain" for a few hours -- and cleaning like it was winter 2011 (when I did it a lot) we opened doors to a huge and lovely Michigan Rugby affiliated party. My new BFF Dave not only hosted, he convinced the toilet that being a "fountain" risked its place in the universe and boy can that man host a party!

My to fave Daves!

And once the Bad Ass Munchies were in the house, and we neared kickoff we were rocking the joint!

Fun when we win one. Ever funner (more fun) when it's against the Suck-eyes.

Okay enough of all that. Onward. Coming up this week:
BEER DINNER AT QUARTER BISTRO. about 6 tickets are left. Thursday, Dec. 1 at 6:30 at QB.
Gonna Be a Blast and one you don't wanna miss.

ISSUES AND ALE (NO! Lager) in the Tap Room Tuesday, Dec. 6.
Be there (see way cool flier below--because we are all about the Way Cool Fliers.)
and a live music calendar note too....

One beer note: YOU MUST COME IN AND TRY THE PRETTY WOMAN! Brewer's Hopped up Session wheat IPL is a winner. Made with wheat, oats and 100% Warrior Hops....you know I love it. You will too.

Have a fantastic first week of shopping or whatever the hell it is you do after Thanksgiving.
Me? I'll be drinking and plotting ways to make you do the same--with me.

Jeff making a no-doubt lewd hand gesture during Wednesday Night Motor City Trivia

Wench

What Brewers are Thankful For--OR get out of our face with that camera phone

2011-11-23T10:50:00.000-05:00

Just a fun little something for you fine fans/followers/etc. today.

We are doing a little bit of bottling of Premium so--since everybody's good and busy, I thought I snap some pix and ask a simple question:

What are YOU thankful for....?

First and foremost...Brewer! What are YOU thankful for...?

"Family"

And you...Ricardo Official Helper Extra-ordinaire?

"My health" (I'll spare you the second thing he's thankful for)

And You, Other Brewer Guy?

"People who enjoy drinking beer"

And finally, The Man -- who shed his Big Shot lawyer suit to catch bottles coming off the line?

"Resurgence of the Michigan Football Program"

Um, no one is thankful for ME? Seriously.

There you have it....I'm gonna capture a few more of these later today at Trivia Nite in the Tap Room.

cheers

Wench

Epic...Jokes--OR Time For The Big Game!

2011-11-22T10:15:00.000-05:00

READER WARNING: THE FOLLOWING CONTAINS JOKES AND PHOTOGRAPHIC IMAGES CASTING EXTREME ASPERSIONS ON A SCHOOL IN THAT STATE JUST SOUTH OF THE GREAT BEER STATE. NOT INDIANA. IF YOU ARE INCLINED TO BE A JERK ABOUT THIS, SPARE ME. OR BETTER YET, SKIP THIS POST AND RETURN ON THURSDAY FOR A SWEET, LOVING "WHAT I'M THANKFUL FOR V.2011" INSTEAD.

Oh...um..and I'm male objectifying again.

All Right everybody just CALM DOWN...you, over there, sit and listen to Wench a minute.

Now we have gots our selves an EPIC weekend ahead.

1. Thursday: Lions v. the Pack and yeah, Matt and Megatron might pull it out. Plan your meals accordingly. Kick off from Ford Field is 12:30. I will put aside my completely innapropriate obsession with Aaron Rogers('s ass) and do my duty by the MIGHTY LIONS!

Stafford can't help it he's not as cute as Rogers. But when it comes to the Lions, Wench will shield her eyes from the lovely Aaron for the day.

2. Black Friday: For some of you whack jobs that means actual shopping because you are closeted sado masochists and this is the only legit outlet you have once a year for your sickness.

For the REST OF US...it means BEER. And lots of it. The Tap Room is here to serve YOU on Black Friday, like always so drop off the crazy friends at the mall and run, don't walk, at noon for some great Wolverine Brews and Pilar's Tamales.

3. Saturday...let's see...*taps chin*....what is happening Saturday....Oh. Yeah. That Game.

No Pressure Brady, Denard and the gang but, ah, you'd better pull this one out of your collective arses. I refuse to let the following jokes and photos go un supported!

Go. Blue.

mmmm....Buckeyes really loosen me up....

A guy in a bar leans over to the guy next to him and says, “Wanna hear a Buckeye joke?” The guy replies, “Well, before you tell that joke, you should know something. I am 6′ tall, 200 lbs. and I am an Ohio State graduate. The guy sitting next to me is 6’2″, 225 lbs., and he is an Ohio State graduate. The guy right next to him is 6’5″, 250lbs., and he is also an Ohio State graduate. Now, you still wanna tell me that joke?” The first guy says, “No, not if I’m going to have to explain it three times.”
It was reported that the Ohio Football Coach Jim Tressel will only be dressing 40 players for the Michigan game …the rest of the players will have to dress them selves.

Did you hear that the Ohio State University library burned to the ground? All five books in the library were completely destroyed and the football team is really upset by the fire; they hadn’t colored in two of the books yet.
Q: What does the average Ohio State University student get on his SAT? A: Drool.
Q: How do you get an Ohio State Graduate off your front porch? A: Pay him for the pizza.
Q: What did the OSU grad say to the Michigan grad? A: “Welcome to McDonald’s. May I take your order please?”

Q: Why is ice no longer available at Ohio State football games? A: Because the senior who knew the recipe finally graduated.
A young man hired by a supermarket reported for his first day of work. The manager greeted him with a warm handshake and a smile, gave him a broom and said, “Your first job will be to sweep the store.” But, I’m a OSU graduate,” the young man replied indignantly, “I even played football there!” “Oh, I’m sorry. I didn’t know that,” said the manager. “Here, give me the broom, I better show you how”.

Two Ohio State football players were hootin’ and hollerin’ while partying on campus when a bartender asked them why they were celebrating. The smart one said proudly that they had just finished a jigsaw puzzle and it only took them two months. “Two months?!” exclaimed the bartender. The Buckeye proudly replied, “Yeah, the box said 4 – 6 years!”
A Buckeye football player was almost killed today in a tragic horse back riding accident. He fell from the horse and was nearly trampled to death. Luckily, the manager of the Wal-Mart came out and unplugged the horse.

A little boy and his mother were walking through an Ohio cemetery when they came upon a headstone that read: “Here lies an OSU graduate and a good man.” The little boy asked his mother, “Mommy, why did they bury two people in there?”

Coaches Jim Tressel and Lloyd Carr are walking down the beach talking about the rivalry between Ohio State and Michigan. As they are walking, Lloyd trips over something in the sand. Upon closer inspection it turns out to be a genie’s lamp. “Who disturbs me?” asked the genie. Jim and Lloyd both say they did. “You will each get one wish,” said the genie. Jim offers to go first. “I want an impenetrable wall built around the entire state of Ohio so that none of those stupid Michiganders can ever get in. I want it as far down into the ground as it is high and I want it to be completely sealed in so that we can finally have our peace!” The genie grants the wish to Jim and his is instantly whisked away to his new paradise. The genie now tells Lloyd he’ll grant him one wish. Lloyd says, “Fill it with water.”

Go Forth and consume poultry, drink beer,

cheer for the Lions and the Wolverines!

Wench will surely see you at some point this weekend!

*ducks and hides from her sister Wench*

Who Likes Beer?--OR Yeah. Who Doesn't?

2011-11-18T19:38:00.000-05:00

Johann Sebastian Bach did apparently. And he was one talented dude. Wherefore doth this eminate fair Wench you ask?

Well, the Wenchlings are so trained to hear words like "beer" and tap me on the shoulder it was cool this morning to hear a public radio report from Some Guy who was telling us what now dead musician-composers he'd invite to Thanksgiving Dinner. Eschewing the obvious sexiness of Wolfgang Amadeus and the apparent ingrained crabbiness of Beethoven..he went straight for Bach. Bach gets a bad rap as an ugly dude in a wig because, amazingly there is only one decent portrait of the guy. Old. In a wig. Bach, however was a quite the man about town. He was a handsome devil, got himself something like 20 kids, AND...wait for it... Loved to drink Beer. A LOT of beer. Cool. He's my man of the day.

So in Honor of The Handsome Dead German Composer who loved his brews:
(prepare for chills---and if not at least humor me I'm in a classical music mood today)
and you absolutely can Never (ever) go wrong with this:

Now, we all know the AbInbev guys are all about the beer. Well. The money from beer. But hey, so am I--about both, that is....so it was with much interest I eyeballed this from the ever diligent dudes at beernews.org. Apparently,

For those who are unaware, ABI doesn’t believe it is getting adequate focus on their brands from their wholesaler network… I guess in their view the reason Bud and Bud Light are down is because their wholesalers aren’t performing… they’re losing focus as they chase other brands and suppliers. Sorry corporate guys, you’re barking up the wrong tree if you believe that. Look at Coors Light… it is sold and distributed by wholesalers with MANY other brands but somehow it is growing. Therefore ABI wants to head back to the “100% share of mind” ranch for their distribs.

This from John Conlin of "Conlin Beverage Consulting"

The plan of action, as a result of that viewpoint, is to push toward “exclusivity” meaning more focus on selling ABI-owned brands. The landscape consists of wholly-owned AB distributors, partially-owned AB distributors and completely independent AB distributors. As you go down that line, distributors are likely to have a different view on independent brands, some of which are in the craft beer segment.

Huh. Somebody's sweatin' the craft methinks. Well...no. They are actually sweating the liquor. But I agree with the beernews.com dudes...that "indie wholesalers" will only benefit when ABI starts holding yard sales for brands that don't perform.

hmmmm...

Took part in a fun fundraiser for Mott's Children's Hospital today...Dogs and Suds...watch us!

CALENDAR NOTES:

TUESDAY DEC. 6 we will host "Issues and Ales (Lagers)" with WUOM at the Tap Room...watch for more details but the focus will be Michigan's Educational Outlook.

They have yet to update their site to reflect Yours Truly's Lager Centricity...but they will...oh yes...they will.

SUNDAY DEC. 11: will host the Foodgatherers Rockin for the Hungry Afterglo party with Dale Earnhardt Jr Jr. Don't get the reference? Watch (or re-watch) Taladega Nights! These dudes will appear on David Letterman in January...or so I'm told.

and....

GO BLUE!

We will have a few delish brunch-style munchies tomorrow, Tap Room opens at 9 a.m. for the noon kick off!

And again I say

Go Blue

Wench

and if anyone actually reads this far down, raise a glass in toast to me this week. I am in possession of not one, not two, but THREE "close but no thanks" rejections from publishers. I'm not feeling that anymore kids, I can tell you. (sad emoticon face)

Why Be Serious?--OR Random, Soccer Players and Beer News

2011-11-15T17:45:00.000-05:00

Is it just me, or is it bloody HOT on November 15? Okay, never mind, no whinging about weather. It'll be cold and crappy soon enough, true? I'm feeling feisty today kids, perhaps the result of the fever I'm running but you shall reap the benefit. Ready?

So we are on the cusp of the busy holiday shopping season and you all know what THAT means? Yes. It means it is time to drink more beer.

So as a reminder, just print out this handy dandy cheat sheet of our daily specials and post on your fridge:

And lest you think I'm not being true to form, here is a you tube vid I really like right now:

You know just take your righteous eye rolling and remember... I am sick (of body) and can only be cheered by soccer torso...look! another one!

Whew....is it gettin' hotter in here?
you know you love me.

And lastly, I'm following with interest a story about our beloved uber-macro: AB InBev and their latest attempt to franchise beer. Seems they believe that opening a bunch of cutsey "Belgian Beer Cafes" will enlighten the masses about said currently popular brew style. You know how I feel about Belgians, kids, but as a marketer I get their appeal, if not their taste. As a matter of fact, I'm enjoying on my Brewers' Hoppily Magnificent Insolent Mink IPA's because, well, I'm sick as a damn dog and believe that only alcohol can save me as I read this crazy shit:

For beer aficionados, Belgium is a paradise. The small country produces hundreds of different brands of beer, in all different styles. In the United States especially, Belgian beer has gained a real reputation over the years.

Maybe that’s why AB-InBev, the world’s largest brewer, is greenlighting a plan to open ten “Belgian Beer Cafes” in the US in the coming years. AB-InBev makes a number of well-known beers, including Budweiser.

The Belgian Beer Cafe tries to recreate the look and feel of a 1920s Belgian beer cafe. Sitting in one, you are surrounded by dark wood, tile and old beer posters.

With, say, a Stella Artois in front of you, you can almost forget that you’re in the Brussels Airport, not downtown Brussels. Stella Artois, of course, is another of AB-InBev’s global brands.

The Belgian design firm Creneau International sold the industry giant on the Belgian Beer Cafe idea back in the late 1990s.

Since then, Creneau has overseen the building of dozens of Belgian beer cafes in Asia, the Middle East, and across Europe.

Yeah, Stella Artois. Sure.

As you can imagine the Pure Belgian Society or whatever they call themselves is in a right panty-twist and rightly so, in my humble beer opinion. You can commoditize (yes that is a word) Belgian beer in my even humbler, beer opinion. But they are InBev and they shall...

full story and ravings here...join the fun! They'd better not be bringing that to Michigan...the Great Beer State...

So that's all for today. I've laid low for the last 48, and will likely spend one more day lying around feeling sorry for myself as the antibiotics kick in.

A snotty

Wench

A Wolverine Staff Meeting--You know, for the bloody marys? Jeez.

2011-11-14T09:06:00.000-05:00

FAIR WARNING: THE FOLLOWING POST CONTAINS ABJECT OBJECTIFICATION OF THE MALE GENDER. IF YOU CONSIDER YOURSELF EVOLVED ENOUGH AS TO BE POTENTIALLY OFFENDED, SKIP YOUR BEER WENCH FIX FOR TODAY. IF NOT....C'MON IN!

Ah the weekly staff meeting. Crappy office coffee. Fattening dreck on the table you really don't want to eat but do any way in a concerted effort to stay awake. Droning drivel dripping from management mouths you pretend to give a rats ass about. Trying to hide the fact that you are:
1. sexting your significant other

2. facebooking
3. playing angry birds on silent
Or
4. all of the above
while nodding your head and agreeing with whatever it was the office suck up was spewing about secret santas and canned food drives. God you hate the holiday season. And you hate staff meetings even worse.

Your eyes wander...

wonder if Susan from accounting knows her bra strap is showing?

You skip along the row of your colleagues, mentally calculating your bank balance and wondering how you could meet up with friends for a beer at lunch and not get caught. Oh, look, how cute the office love birds are sitting together today, his hand under the table, her eyes getting a little glassier than is necessary considering the discussion has turned to scintillating topics like next month's sales goals and overuse of the office copy machine for your kids' fundraising fliers...hmmm...wonder if she knows he's married?

(Wench's mind wanders...predictably

Ah yes..the office staff meeting. But you know, there comes a time in the life of a company when these damn things are just required. You gotta communicate with people and Group Text Meetings, while hip are simply not practical. I wanted to get face to face with my people, my bar staff. So the Slugger and I called a meetin'

Sunday morning he suggested, an hour before cleanup and opening duties needed to commence. About 45 minutes to an hour was all I needed I promised. Oh, and by the way, I need you to set these up WEEKLY amongst yourselves. I, La Wench of Beer, will attend them once or twice or month, just to annoy everyone in my way.

But this first one I wanted to hold...to get us all on the staff meeting page, you know, the boring one. We have calendars to discuss and what not with the uber busy holiday season well nigh upon us!

I show around an hour early, a little fuzzy from the night before, but copying my little semi-organized heart out with calendars, to-do lists and all sort of shit to drag our little group into staff meeting hell along with me. Woo. Fucking. Hoo..

At 9:57 Tanya rolls in. "Am I the first?" she asks grabbing a glass of ice water for her scratchy throat.
The meeting is to start at 10.
Of course she was. But within minutes Shaggy shambles through clutching a box from Dimo's Donuts. Right behind him, The Slugger a.k.a. Travis shows up, phone to his ear. "Dan's on his way. He had to stop for pickles..." I stare at him.

"You know," he speaks slowly as I am Old and must be treated with patience. "For the Bloody Marys." He holds up the other, more essential ingredients.

I love these guys. Truly.

So armed with Wolverine Mugs of tomato/vodka reinforcement we meet. And it is very productive.

Here are some highlights:
We will have a Kick Ass Black Friday celebration. Get your stupid shopping done if you must but join us at noon and later. We'll have some live music. And food that isn't turkey.

We have about 15 tickets left in the Tap Room for the December 1 Westside Holiday Beer Dinner down at Quarter Bistro. They have tickets too but I'm told they have even less than we do after one weekend of sales....get yours. You know. Today.

XMAS EVE we'll revive our now-famous 1/2 off growlers from 12-4 p.m. but ONLY FOR MUG CLUB MEMBERS...you might wanna sign up for our club. It's only $65. For your lifetime. Yeah.

We will start a Euchre league after the first of the year. Likely on Sundays.

We will host a DEAD OF WINTER BEER DINNER IN THE TAP ROOM on Sunday, Feb. 19.

The next Saturday (2/25) is our First Annual Official Iron Wolverine Day. Come dressed to drink 75 cent beers...IF YOU CAN STAY OUTSIDE TO DO SO. We'll have games, ice sculptures, the works--you know--OUTSIDE. Gather your polar bear hard asses and lets have some winter outdoor fun.

The next Ladies Night will around March 18. Themes are rolling around in our heads but I'll spare you the reminder I had to shoot the bar boys that this was NOT for them to pick up the ladies. IF anything I want them to hit the gym so's I can dress them in cabana boy suits for the day..fair warning.

Alas no bloody mary's or donuts greet me today. I'm all business. After bikram. But what a fun meeting that was!
cheers to my team
Wench

Photos-fun-Fest--OR Write Your Own Captions

2011-11-10T10:06:00.000-05:00

You know, I'm a busy gal. But there is nothing I love more than showing off photos from parties and fests and what not. It's in my job description actually. Right after:

General Wenchiness

you will find

Attention Whore.

So sue me. But it's all about the beer baby....and that is what this week's massive festivities and fun was about too!

For those who came too late for the delish munchies, oh well. For those who piled their plates like it was the last supper, shame on you!

Regardless...Wench loves you all and can't wait to see what Year Two Brings....

now. enough babbling on on with Le Slide show (Yeah, keep your smart assery about my sorely lacking flash quality creating SCARY EYES to yourselves. "Fancy Camera" ain't in the Wench's budget):

ENJOY! If you find one you like, copy/paste and write a caption on Facebook (be sure and tag me so I knows you did it).

Would you LOOK AT THAT?--OR Let's Build Out!

2011-11-08T10:39:00.000-05:00

Oh will you just stop with the dirty mind....anyways. Here we are. November 8, 2011. This time last year I spent my first full day running a beer bar. It was exhilarating and terrifying and...pretty well the most exhausting thing I've ever done behind birthing babies.

So in their own estimable words, Thoughts From The Brewer:
So, Brewer, how do YOU feel about hitting a year of business?
"Busier than ever. Happier than ever. Can't wait to see what next year has in store for the production team at The Wolverine State Brewing Company and all the new flavors, aromas, pitfalls, and successes that surely lie ahead."

And to celebrate the milestone, we've gathered our shiny new Second Brewer and a helpy helperton to brew a test batch of....chocolate lager. Yep. These boys, when are not screwing around for Wench's camera phone are ramping up the recipe for our New Year's Eve Neapolitan Porter. Yeah. Yum.

And from The Man his-own-self:
(it's longer. He's a lawyer. Cut him some slack)

When we opened a year ago, I had a pretty simple goal in mind: to bring my passion for lager beer styles to the public and create a place where lovers' of good beer could experience what craft-brewed lagers were all about. I just hoped to get a few people through the door and not go broke in the first year. What we actually achieved in one year's time has blown my expectations out of the water. We have won awards, received accolades from industry experts, and are on track to sell 800 barrels of beer by year-end.

But more important to me than any of that is the growing number of repeat visitors and regulars who are becoming as enthusiastic as I am about craft lager. I have nothing against ales -- I drink my fair share, and we brew a couple as well. But I think craft-brewed lagers are seriously under-represented in the market right now, because they are both expensive to make and require a lot of technical precision to produce properly. But the ability to offer a full line of lagers that are both flavorful and complex but also subtle and delicate, and to see a growing number of people adding craft lager to their stable of good beer, is more rewarding than anything else.

On the event of our first anniversary, I can only extend my deep and humble thanks to the veteran enthusiasts, the curious first-timers, the skepticl ale converts, the macro-beer crossovers, and to our great brewery and tap room staff, that have made this last year such a huge success for me, for this company, and for the craft beer industry.

We are gonna party tonight peeps. If you are a mug club member, from 4-6 you SHALL ONLY PAY $1 FOR YOUR BEER. From 6-8 YOUR MALT BEVERAGE SHALL ONLY COST $2.

Please drink responsibly. It's how we roll.

And hovering on our horizon...something you will hear a lot about....Our First Annual

Westiders Holiday Beer Dinner!

Tix available Friday in the Tap Room and at Quarter Bistro:

Must dash darling...architects are In The House...The Tap Room expansion discussion commences.....NOW!

plenty of anniversary hugs and kisses and SEE YOU TONITE!

Wench

Winners!--OR The Mostly Official Anniversary Post

2011-11-05T13:00:00.000-04:00

Firstly some housekeeping:
THANKS to all you brave souls who put fingertips to keyboard and commented on the 60k post!
Here are winners:
At Random:
S Scott Twigg.
At my Wenchie Discretion:
Obrien1988---I'm pretty darn sure I know who you are----come on by and pick up your sweatshirt!
(kisses)
oh, and one more just because:
GREG the Pourcurator!
So....either stop by but let me know first via smoke signal or simple phone call or contact me here on how ya wanna receive your swaggish goodness.

AND NOW:
Just a year ago today (ish--with liberties so don't get all calendar literal on me)....
a top ten list:
10. I was making serious effort not to hyperventilate over the fact that my liquor license was 5 days over due pushing my Official Opening Night Party back a week.

9. I was obsessing over the "big scissors" the Chamber of Commerce had promised me--I WANTED THEM BAD.

8. Was convinced that the Opening Night Greatness would be overshadowed by shitty weather, a plague of locusts, or the Michigan Liquor Control Commission's ineptness. Or all of the above. I was in an obsessive mood.

7. Was in a long downward spiral of "no exercise because I'm too busy" that I am ONLY JUST NOW climbing back from.

6. Was getting very little sleep and what I did get was interrupted by said plagues, natural disasters and liquor control commissions.

5. Had a dart wall unmarred, 2 bathrooms that didn't smell of piss, a bunch of beers untested and a whole lot of sheer force of my will and panic attacks.

4. Thought the worse thing that could possibly happen was we throw a party and nobody shows.

3. Had given up on Michigan football for the year

2. Had a bar full of clean tables and chairs, and nothing between me and a whole lot of beer pouring

And the number one thing I was doing, just one year ago today(ish)?

Praying to all I hold holy that we had done the right thing opening a small business in a minor recession, joining an already crowded and talented market of craft brewers, and fighting the urge to pull the blankets up over my head and sleep through the coming days.

How Far I've Come:
10. I don't even blink when people hop up and start dancing to live music EVEN THOUGH I don't have official permission for said activity. *makes note to self*

9. Realizes the big scissors didn't really cut very well

8. Still worries but now it's that natural disaster, glycol explosions, staff accidents with buses, and lack of media coverage or a random twitter/facebook sabotage will hijack us.

7. Is cramming my ass into jeans I have no business wearing and recommitted to Bikram and the general undercurrent of hunger that Is a Diet.

6. Still gets very little sleep

5. Has a dart wall that looks like it's been chewed on by live wolverines, pissy smelling bathrooms that are pissing me off, a bunch of VERY POPULAR beers and daily using sheer force of my will to make it all better.

4. Know for a stone cold fact that the worst thing that can happen is you throw a party an nobody shows. That, and you are ready to bottle and have no 6-pack carriers. And you have distributors clamoring for beer the brewers are making as fast as they can. And ...oh you get me.

3. Is not giving up on Michigan yet. Although as of this writing they don't look too hot against Herky.

2. Still has nightmares of nights closing, cleaning, counting money, cramping calves and waking up to do it all again. Thanks staff! I love you guys! In spite of my at times bitchiness. Comes with Le Territory.

1. I still pray, still study and partake of the competition and admire their successes, and still fight the urge to pull the blankets up and let somebody else worry about Numbers 10-2. But I can't. And I won't.

THANK YOU FOR A GREAT YEAR!
Come to our par-tay!

Mug Clubbers get amazing specials, we have a GREAT live band and Wench will endeavor not to get all teary eyed and emotional!
Yours
Le Wench

The OFFICIAL 60K POST....OR Yes. You Must Comment

2011-11-02T09:31:00.000-04:00

Whoopsie~I let it get by me.

this has nothing to do with my post. But I like it. and I am all about equity as relates to body objectification....

I've been accused by some close to me of disorganization. To them I would say: walk a mere 24 hours in my practical, unsexy shoes and see what sort of organizational style you would impose. I welcome your input.

The more "creative" I get, the less organized I become. Of that there is no doubt. I allow myself to get sucked into hours of research, reading beer blogs, studying sales numbers of "breweries who did it", poring over "how to" books. I look up and there are a bunch of unanswered emails, a few dangling elementary school silent auction items to gather up, and even a teenager or 2 of my own who feels neglected.

But I assure you there is not a single hour of a single day when my mind is NOT churning with ideas about beer, sales, marketing, promotions, events, blog subjects, social networking angles, and (yeah) topics for new books (Jesus, so sue me). I start at 6 a.m. and most nights don't force myself to leave it behind until well after 11:30 or so.

That said, I did miss a milestone. That 60,000 "eyeballs on the Wench" moment got by me! Look! It's OVER 60k already!

So here is the deal. I'm taking a page from my writer-self and offering a contest to commenters on this post.

Come along now, don't be afraid. Sidle up to the keyboard. And answer me this one, simple question:
What keeps you coming back to this blog? Beer industry stuff? Wolverine Brewing Specific stuff? My O-so-sassy sense of humor? My blatant disregard for propriety as relates to the utter objectification of the male body, most particularly the soccer player ones? Or, like SOME OF YOU I know...do you come here to get your daily dose of "eye roll?"

I will use a majick randomizer to choose ONE winner BUT....wait for it....
I will ALSO choose my FAVORITE ANSWER for yet another prize.

AT stake:
2 sweatshirts with the Wolverine State Brewing Logo on them...PERFECT For the chilly days and nights ahead of us!

Go ahead. Come out of the lurker pantry....let's interact!

Love to you all!
*thrashes around for the to-do list*
Disorganized yet creative
Wench

Is that a beer in his hand? Who gives a F$#@? Seriously I told you I was all about the equity objectification.

Oh and I would completely remiss by forgetting this:

ahem

HAPPY ANNIVERSARY MISTAH WENCH!

he's such a good sport...

We Rocked It--OR Halloweekend 2011

2011-10-30T21:30:00.000-04:00

First, allow me to point out that number over there---------->>>>>>
Yeah.
Remember kids. You are pretty damn quiet as relates to "commentary" but that's cool. I know you're out there. I hit 60k and I will make a post. MY FAVORITE COMMENTER AT THAT POINT WILL WIN SOMETHING VERY (VERY) AWESOMELY COOL. Trust me.

We had so much damn fun this weekend.

We put beer in a pumpkin.

We got our costume on.

We drank.
We at pizza (and tamales).
We watched some kick ass football (Wolverines AND Lions)

We carved some punkins.

And yeah, the WENCH WAS IN THE HOUSE! With Her Hero. Mr. Wolverine!

Love you people. We shall now fling ourselves headlong into an anniversary, a weekend of music, the wrap up of a majorly sweet football season, prep our Holiday beer dinner, and release another beer in bottles. I shall endeavor not to whine too much, but promise, when I do, it shall be properly hilarious and suitably profane.

cheers
Wench-in-costume

Fridays in the Tap Room--OR Another Ceiling Busted Through

2011-10-29T13:15:00.000-04:00

I love Fridays.

No. Really. I LOVE Fridays. Fridays are special for may of us I realize. But for we at the Wolverine State Brewing Co. they've become something VERY special. It's morphed into hands down of biggest day at the Tap Room. It has a serious local, westsider kinda vibe to it, what with Pilar's Tamales in the house each week and great crowds full of regulars, newbs, and even my kids' principals and teachers (love that).

This week we ramped it up with a special beer release: The Curcurbita Smiles is our VERY popular pumpkin spiced lager. We stuck a bunch in a HUGE punkin (properly sterilized and what not of course thank you very much) and served some from there, and from the taps.

Wench her own self tends to hang on Fridays, even though I had to be back in the place at 7 a.m. Saturday to shove a bunch of beer out the door for tailgaters (ah, noon games, thy name is "early to bed").

I chatted up my media buds, bunches of regulars and some of our fellow brewer types and met some folks who were all "Hey! Are you the wench??"

I love that. And not because I am an egomaniac as some may attest. Well I am. Live with it. But it's mostly because they were here, having a great time, drinking my brewer's amazing beers, for a solid couple of hours, IN COSTUMES already. Pardon the fuzzy light but here is a pic!

So here we are, readying the place for the Big Night.
The Pizza House buffet arrives at 6. It's free (to you). So Sayeth The Man...here, fondling his first sixer of Dark.

Costumes shall be judged at 9 p.m. by yours truly.

Beer shall be a-flowing.

Oh ... and about that "ceiling?" Let's just say a BIG THANK YOU to all of you, for helping us break yet another Friday Sales Record!
Woo Hoo! You rock. And So do We. Isn't it cool how that works?

Cheers

Wench