In the search of suitable sideproject I came up with an idea how to bridge the regional interest for digital startup culture with the urban hunger for quality craft beers. Aiming to start a low-key project I want to reverse the global pull for traditional regional brews with a local-to-global approach by starting to represent small privately-owned breweries online.
The project centers on a lifestyle blogzine representing the heritage, background and surrounding culture of the local brewery. The style is following A Restless Transplant in terms of outdoor affiliation and Hops Hysteria in terms of beer-related content. Stories will incorporate the current glossy Instagram look and be big on photography. Along with the blog, a shop system will be built in, allowing to link products directly and ensuring a stringent shopping experience using Geode WP Theme (see above).
The business model is based on exclusive retail rights for online and foreign distribution allowing for three income streams. This is possible through the current regional focus of the beer partners. The first income stream comes via direct sales. Secondly, breweries would be charged a small fee the digital marketing in the blog. The most interesting income could be derived by selling to bars globally being able to promise exclusivity in their area. Bars or restaurants would be the only ones selling this specific beer in the state, country or even continent. This feature, mixed with over 200 years of brewing tradition, could both drive interest and resell prices. And in the long-term help small private regional breweries like Held Bräu stop becoming part of the current brewery foreclosure trend.