Side Project Brewing (2024)

SP has been blatantly trying to appeal to a wider crowd with how hard they’ve been pushing the food truck (keep in mind SP was completely anti-food until a few years ago) and advertising frequent events like trivia and Friday night concerts.

So it’s weird to say they don’t need to build their brand when SP themselves has spent the entirety of 2024 doing exactly that.

 

The new meanings that other people are giving to words is becoming weirder and weirder.

Becoming a tighter local community hub does not equate to building a brand. These are the basic steps of making a local brewery more trafficked by locals. Breweries and meaderies all across the country do this, most of which you've never heard of (i.e. absolutely brandless businesses).

This seems more like they've finally transitioned away from relying on neckbeards traveling far and wide for hype liquid (i.e. enviably massive brand reach).

 

It literally does, but ok.


SP has never pushed this hard to go outside the neck beard crowd until this year.

 

Agree. Enjoyed all the membership beers I've had

 

I'm rubber, you're glue, it does not.

Building a brand involves expanding awareness outside of your local reach so you can distribute to new markets and generate hype around a previously unheard of product. SP needs to do none of that.

Working to keep locals steadily coming in for something other than 15%+ malt bombs or stomach lining destroyers is a lifeline to survive a new world where out of town neckbeards no longer sustain a business model.

Absolutely none of that gets accomplished at Xul in the state of Tennessee.

 

It makes so much sense that the Side Project thread is like this lol

 

Or maybe Cory is doing a friend a solid by coming to town and letting his customer base get to try some beers they normally never would?

I can’t wait to see your head explode when you find out they are brewing a collab together while in town…

 

Well aware. A little birdie told me that Cory will be putting a food truck key and a trivia card in the boil so as to spread the word and build their brand.

 

You say that SP doesn’t need to generate hype but half this thread is posts about packages sitting because SP no longer has hype.

It can’t be both.

 

Yes, actually, it can.

Because firstly, I didn't say they don't need to generate hype, I said they don't need to build their brand. Then I said that the steps they are taking are not brand building steps.

Which one of you looks at a Side Project product and thinks something different about their brand than you did last year, or the past five years?

Making their physical location more able to be frequented by local traffic is a natural progression most breweries get to much earlier. SP simply did not make that a priority early on, because of hype around their brand (notice, two different words).

Hype is entirely dead in the beer world. You can't energize enough neckbeards worldwide to keep traveling crosscountry or overseas just for pastry stouts and Missouri wild ales. So now they're doing what every other unhyped brewery under the sun decided was in their best interest when they first opened shop: cater to real human beings who live in town.

People are so obsessed with misusing the term brand these days. I blame social media. None of this is brand building, brand changing, or brand expansion.

 

Depending on how you have utilized the ignore feature, the recent thread activity is kind of hilarious and bordering on performance art.

 

And my misfit's way of life.

 

Rye BBT 2024 on the home page. Looks like a 375 again.

 

Seems to me up to this point last year there was 3-4 LC vintage releases. I can’t remember if there’s even been one this year, (not counting the Library Release)??

 

there’s been at least one. i snagged a merci b2 around the time merci 2024 was released.

 

I would imagine LC emails for Rye BBT will go out tomorrow, but who knows anymore.