AtG explains why it doesn't vend in Slugger Field.

Lastly, the BATS are a baseball team. I think It isnt that they dont care, but rather they are more interested in winning baseball games.

Actually, winning games is secondary to any professional sports franchise. Their primary reason to exist is to make money and to do that they have to satisfy their customers! Yes, winning games is obviously one of the ways they can satisfy customers, but there are certainly others. If you look at almost all of the major league venues, one thing they have in common is that they are becoming a place to eat, drink and socialize! Based on this, it seems like providing the customers with what they want (ATG beers for many of them) only makes sense as one means of satisfying their patrons.

Mr. Campbell

1. You are correct. I will be flying over in a couple of days. I will also ensure that the conditions are pristine for our beer to pour at the CBC. Fortunately, the CBC presenters are of like mind, so it shouldn't be a problem.

2. Our beer has been available in Copenhagen and many other European countries for over a year now.

3. The lines are likely new. No expense is spared for this particular festival.

4. I do not have a private jet. Yet.

5. Europeans will be able to purchase bottles of Against The Grain beer. That is accurate. However, I don't think they allow glass in soccer matches. I'm American, so I'm not hip to the Euro Futbol culture. Perhaps you are, let us know.

6. You will likely never be able to get a bottle of Against The Grain beer at a BATS game. They cannot allow glass containers into the stadium. I think that's a standard 'stadium' practice across the nation. Again, I don't know for sure, maybe you do, let us know.

7. Whats wrong with Sierra Nevada beers? Are they not up to snuff? Perhaps their pale ale is no longer good? Maybe Torpedo IPA has fallen from grace? I don't know, I spend to much time absorbed in operating a successful start-up brewery in the global craft beer market. Perhaps your insight will be a beacon of light in an otherwise, foreign land for me. If you do know whats wrong with Sierra Nevada beers, please tell me...let us all know.

8. "...much like our local markets" ...Perhaps you haven't heard or read yet, "the World is our oyster".

Lastly, Thanks for coming in and sampling our beers. I look forward to our continuing to serve you with our Golden Sowers and eventually Tumescent Erectionales (you coined that one, pat yourself on the back... I like it).

Cheers.
Sam "hopefully one nickel closer to a private jet" Cruz
Against The Grain Brewery

Sam,
I gotta admit you don't back down and I respect that. I also respect the quality of your beers. I don't believe your arguments regarding your beer in the park hold much merit except perhaps the quantity you would be required to provide and the profit you would make from it.

I do resent the fact that you will gladly send your beers to foreign lands to garner acclaim for yourself but won't make any effort to provide them across the hall for your local patrons.

I really am not your enemy but it feels like we are being big timed by El Presidente who is now assuming the role of "just a little ole brewer." Jet setting to Europe to trumpet your excellence does nothing for your local fans. Let them eat cake right?

The problem with Sierra Nevada is it isn't local. Had you recommended one of the other local brewers such as NABC or BBC or West Sixth or Country Boy or how about all of them then I wouldn't have said a word.

Please call me Shane. You've served me several beers yourself I think and never once introduced yourself. That's okay, I know who you are. You've helpfully placed your portrait looking down on your patrons for our edification.

I did in fact enjoy the sours I had there yesterday. What were they named for again?

Mr. Campell

Thank you for the compliment, but Im not sure what you think Im backing down from.

Your assertions are unfounded and frankly inane regarding AtG beer in the park.

First, in the letter you wrote to the BATS organization, you mention that AtG has 'passed the blame' on to them in explaining why. Have you not read anything that I have written or for that matter anything in the series of posts leading up to this? WE have "chosen" not to distribute beers for the purpose of being sold to the the park concessions. I have no intention of reiterating why, as it is still written on EATER. But it is a fact. A decision WE made with the intention of preserving the quality and integrity of both our beers and our brand. I don't recall ever saying that the BATS organization is not interested in putting local beers on tap in the park. Please reread the thread and perhaps you'll understand my speculation as to why there is not a big rush to bring in a small brewer sponsor. Regardless, when making an assertion about a business entity, please get your facts straight.

Second, your assertion that the good beer drinking folks of Louisville are being 'big timed' by this 'little ole brewer'.
Without having even a blink of information, you claim that we are taking advantage of our customers that are also baseball fans.
Did you know, that in order to maintain our concept (of which we have no intention of deviating, as it is core to our business growth and success), we must be able to turn beers in no more than 4 weeks. Considering our current spacial limitations, do you realize the difficulty in doing so and that export to some locale is necessary to move liquid at the appropriate rate? Probably not.
Also, do you realize that the beers that are shipping away are always served in Louisville before they ever hit another market because of this. So essentially, the Louisville market gets the latest, greatest, and most importantly, freshest beer possible. Probably not.
Do you realize what a small brewer actually is? Did you know that we are possibly one of the smallest producers of craft beer in the state (this of course excludes the nanos)? With our production being limited to the cooperage space we have and our markets in KY being primarily Louisville and select bars and liquor stores around the state, we are actually still very small and limited. Keep in mind, one location and what you see is what you get in a location like this. Probably not.
Id say that you are blinded by the fact that we do produce a large variety of beers, but hey, who expects you to know anything when you make these assertions?
Did you know, that our invitation to the CBC is not only an honor for us, but also and opportunity to spread the word that Louisville is capable of producing quality beers and that the attention will ultimately have a positive impact on the area and how other beer businesses view it? Hopefully bringing the interest of some more breweries, brewery talent, beer festivals, etc. Probably not.
Id venture to say that you are often shooting from the hip on the nonsense you've espoused about beer and ultimately need attention or validation. Let me give you some advice, wanting attention is not a bad thing. You shouldn't feel so ashamed about it that you pick and attack to get a rise from folks. Instead, do something positive, you're so hung up on beer...start a brewery. Make as much beer as possible and try to sell it to the BATS...oh thats right, they dont buy beer...its the concessions management company. Then, once you have an idea of whats going on, get on here or contact EATER and ask for them to interview you. You'll get attention. We all do, thats what its all about...right.

Or instead, perhaps when you take a swing at this, you will understand that there are many more issues (much like operating any business) that arise and impact your decision making process. Perhaps you will understand that just because you want things to be your way, it may not be possible and jive with whats best.
Whether you like it or not, some products are not made with the intention of being broadly available Do you get pissed that you cannot get some artisan food items at Kroger? I hope not. Are you pissed that you cant get your Vera Wang purse at Walmart? I hope not. Is it big timing when you cant get Edward Lee to cook at KFC every night of the week? I hope not.
Im glad you like our beers and are so bent that you will go to these lengths to express your love, but the topic is tired and worn. WE have no intention of allocating kegs of beer for the park, this is for all the reasons I stated on EATER and in this thread. Its just not what we do. Take it or leave it.

As to Sierra Nevada not being local. So what. Use your skills with the pen and draft a letter to the other local breweries and ask them why they have not bought the scoreboard. Chances are the response will be the same for all. Regardless of Sierra Nevada's home-base, the beer is phenomenal...every single time. Its about good beer, right?

Well, it must have taken some time to generate this lengthy response to my last post. For that alone I feel a little guilty. You're right, I'm sure there are plenty of details that I'm not privy to about your operations. I am trying to figure some of them out. I'll try to filter out some of the insults in this to see if I can.

From the beginning going back to the Fool's Pour thread your responses have been condescending and vaguely insulting so I admit I've been giving you some attitude back. Your latest response ups the ante considerably and your right about one thing, it is getting a little tired at this point.

I suppose you think I'm prosecuting some kind of vendetta against AtG or you personally, but let me say, I very much enjoy Against The Grain beers, drinking them at the Main St facility usually once a month sometimes more. I know you are talented brewers and I wish you no harm.

My respect for your cask program alone would bring me there if nothing else did. I am frustrated by some aspects of your operation but it is only because I enjoy the other aspects so much that I care enough to be so vocal about my frustrations.

So I say peace Sam. I will cease to be a minor burr under your saddle. If you don't want to have AtG beer at the ball park under current circumstances, that is indeed your prerogative. If it's not a money maker for AtG or if it would cause your other operations to suffer trying to fulfill the account then it's a sound business decision. You could have just said that initially. It's hard for me to accept your highfalutin excuses when you name your beers after farts, shit, and deviant sexual acts.

I'm expecting a reply from the Bats in the next 24 hours. I will forward their response to my query and that will likely be the end of it at least for me. I love to go the the ball park and I love to drink craft beer. Doing both would be ideal. It doesn't have to be AtG beer. Beer from BBC, NABC, etc would be equally great. I've never been much of a Sierra Nevada fan but even that would be preferable to nothing.

I will not be okay with having my beer glass under filled and I will not suddenly be able to countenance the demeaning names you seem to relish giving your beers but I can be more tolerant of both in the future.

I have no real leverage here but I would ask one thing if possible. I will introduce myself to you the next time I'm in and if you have the time, I hope you will give me a few minutes. Not for me to tell you what I think you should do to make AtG what I want, but to help me get what you're trying to do.

Either way, I wish AtG good fortune at the CBC and congratulate you for being chosen to participate in the prestigious event. Cheers and peace!

Yes, winning games is obviously one of the ways they can satisfy customers, but there are certainly others. If you look at almost all of the major league venues, one thing they have in common is that they are becoming a place to eat, drink and socialize! Based on this, it seems like providing the customers with what they want (ATG beers for many of them) only makes sense as one means of satisfying their patrons.

Thank you for this. For a moment there, I thought I was the only person on the planet with this point of view. Sam continues to hold that no one in the park cares about craft, anyway. The evidence here and elsewhere simply doesn't support his claim.

Use your skills with the pen and draft a letter to the other local breweries and ask them why they have not bought the scoreboard. Chances are the response will be the same for all.

(Deep sigh)

As a consistent supporter of AtG from its inception, this is just a tad disappointing. The way I'd have said it:

Selling craft beer inside the ballpark isn't what we want to do, but we're solid with the many baseball fans who love locally brewed craft beer and would like to drink it while watching ballgames, and we're as one with our local brewing brethren who feel that an improved craft option would be exciting for everyone concerned.

For more thoughts on general matters pertaining to (a) craft in the ballyard, and (b) narcissism in craft beer, here are my columns of the past two days. Note that my appreciation for AtG's work and my esteem for its founders is undiminished, and I wouldn't even think of turning down a joy ride in Sam's private plane of the future, although it is my preference that the beer being served by the attendant is AtG's and not Sierra Nevada's. Does altitude affect draft beer?

(a) The Sahara of Slugger Field: http://louisvillebeer.com/blog/2013/04/15/the-sahara-of-slugger-field/

(b) ON THE AVENUES: You gaze at your own reflection, all right: http://www.cityofnewalbany.blogspot.com/2013/04/on-avenues-you-gaze-at-your-own.html

Come on, beer people...can't you sit down and have a beer or something and make nice?

[Robin Garr]

Come on, beer people...can't you sit down and have a beer or something and make nice?

Makes sense to me, a Bats fan who loves craft beer. Sit down, have a beer, and plan the revolution or something, but let's don't eat our own young ...

Thank you for your reply James. If I mis-characterized the crux of Mr Cruz's points about why his beer wasn't being offered in the park then the fault is mine.

I actually disregarded his comments concerning his lack of faith that his beer could be transported, stored, and dispensed at the park in a competent manner as silly. His comments that the park was an unsuitable location for enjoying his beers unfettered (whatever that means) was also just chaff. His concern that the Bats would overcharge for the beer or that the Bats were unconcerned with the products they sold to their patrons as "only winning" was important - again just so much background noise.

The only excuses that held any merit were in my opinion, that the quantity of beer the Bats would require were too much for Against The Grain to provide and that it would not be worth it for either you or Against The Grain to offer their beer. As Mr Cruz did not explain the logistics that were the basis for that conclusion I was hoping you could.

Thank you very much for your efforts to investigate this very current issue and your prompt response. I am impressed that the General Manager of Center Plate would go to the trouble of reaching out to Against The Grain to try to bring their very excellent beer back to the park. I have little hope that his efforts will meet with success as I believe AtG's attentions are currently focused far from their local market. Still I appreciate the efforts.

Two craft beers on tap are better than none, but I would point out that this local area is blessed with several fine brewers who might also be interested in providing your customers with a choice. May I suggest that the General Manager for Center Plate arrange a meeting at which representatives from all the local brewers, who wish, could offer their products. Of course the distributors would need to be a part this meeting as they would be a part of any effort to expand your beer offerings.

Again, thank you for your prompt response. I look forward to watching a couple of games this year and hopefully enjoying a couple of craft beers while doing it. Cheers!

Shane Campbell


On Apr 19, 2013, at 1:29 PM, James Breeding wrote:

Shane,

I have spent quite a bit of time last evening and this morning looking into your question and have summarized my findings and a course of action moving forward below.

- We currently offer two local craft beers on tap: BBC and Kentucky Ale.

- We offer a selection of over 20 nationally distributed domestic and import beers so there are many options for our fans who wish to enjoy a wider selection of beers during a Bats game.

- Last season, we did offer an Against the Grain beer at Louisville Slugger Field.

- From an article that I found on the Eater site (link pasted below) in trying to work through this question, I do not feel that Against The Grain is passing blame to the Bats or implying in any way that we are interested in only maintaining contracts with national mass produced domestic beer makers. I think Mr. Cruz offers some great insight into their product and standards of quality in how it is served that definitely present some challenges in a baseball stadium. With that said, we agree that it would make sense to have Against the Grain in the stadium if that that can agreed upon by both parties in terms of providing the beer in a way and at a price point that meets the standards of both Against the Grain, Centerplate and the Bats. The General Manager of Centerplate at Louisville Slugger Field has volunteered to reach out to our friends at Against the Grain on Monday and see if we can make this happen again.

http://louisville.eater.com/archives/20 ... stands.php

Thank you for your feedback and continued support of Bats baseball.

Sincerely,

James Breeding


James Breeding
Vice President / Business Operations
(502) 614-4522
jbreeding@batsbaseball.com

The man offered multiple satisfactory reasons why his beer is not in the stadium, as if he even owed anyone an explanation to begin with. This is coming off like you're beating a dead horse because of the whole short pour thing. Especially with the ad hominems about him globe trotting in his private jet and being to good to speak to the common folk. Just let it go man.

I actually disregarded his comments concerning his lack of faith that his beer could be transported, stored, and dispensed at the park in a competent manner as silly.

Shane,
I'm not sure why you disregard Sam's comment about lack of quality and age control. As you know I am not an avowed craft beer drinker, , but I do know a bit about our alcohol distribution system in Kentucky. ( I don't know how it works in Indiana)
In Kentucky, the alcohol has to go from the producer to a distributor to the buyer ( restaurant, hotel, liquor store, etc) in all cases. In the case of liquor sold at our Bourbon visitor centers in Bardstown, this means it has to be sold to the distributor before being resold back to the manufacturer to be sold at their own gift shop The length of time this transportation/ transfer takes is entirely up to the distributor. If AtG is concerned about the age and freshness on their beers, their concern about the quality of their product is well -founded because they would no longer control this. They've taken a great deal of effort to control all aspects of their process; I respect their desire to control this last phase too. I'm not sure how to fault anyone who chooses to offer products only at their own highest quality standards- it is after all, their product ( and in this case their passion).
Deb

Shane is like a dog on a bone. Dear god man let it go. ATG gave you all the explanation they needed to, plus some whip cream and a cherry on top. Sam has been very polite, yet you continue to hammer away.

AtG explains why it doesn't vend in Slugger Field.

Didn't Neil and Will go thru this with Wellinghurst / Brownings?
Then Paula and Anoosh with Brownings ?

http://www.npr.org/blogs/thetwo-way/2013/04/14/177212938/beer-bust-yankees-rename-craft-beer-stand-at-stadium