Introducing The Benefits of Keeping a Journal####
Do you want to live a life with more happiness, creativity, and clarity? Keeping a journal can help. Daily journaling is a fantastic tool to calm the mind, reflect on goals, and soothe anxiety. Here are just a few of the amazing benefits journaling can bring to your life.
1. Find Clarity
Journaling allows you to track your own thoughts and feelings in an organized way, making it easier to reflect on your observations and outcomes with clarity. Reviewing and re-reading what you’ve written will often reveal patterns and help you recognize opportunities and potential improvements.
2. Reduce Stress
Writing down your worries and anxieties can be a great way to release them and free your mind of stress and tension. When each thought and every worry is externalized, it makes them easier to let go of.
3. Reflect on Goals
A journal can be an excellent way to keep your aspirations and goals in check. Taking just a few minutes each day to reflect on your goals can help you stay motivated and on track towards achieving them.
4. Tap into Creativity
Journaling can be a great way to explore and expand your creative potential. Writing about your dreams, aspirations or even daily activities can reveal new pathways and inspiring ideas.
5. Feelings of Appreciation
Writing down your gratitude and appreciation in a journal can help you to cultivate a feeling of positivity and contentment. It helps us to focus on the good and bring more joy into our lives.
Whether you prefer writing on paper or on an electronic device, journaling can be a rewarding and beneficial practice. It has the potential to transform our lives in so many ways. Why not start your own journal and experience it for yourself? It’s early 2013, and the craft beer craze is in full swing. Excited brewers across America are filling orders for the latest hop varieties to create the popular IPAs, from Citra to Mosaic and Galaxy. Beer cans are rolling off the production line, pubs are filling up with ale on tap, and money is pouring into the breweries.
But something is amiss. The same brewers who ignited the brewing boom freeze open a can at home only to be bitterly disappointed. A sip and then a gag. What happened to the craft beer boom?
It seems the demand was high but so was the competition, causing craft brewers to cut corners and opt for cheaper ingredients to meet the production quotas. Not only did this lead to lower quality beers, but lighter bodies and flavors too. Gone was the complex hop profile that attracted beer lovers in the first place.
Unfortunately, this rapid over-expansion onto the market led to the undesired effect of a craft beer deflation. Consumers became suspicious of unfamiliar beers, and even traditional brewers struggled to stand out in such a saturated market.
What’s the lesson here? Don’t rush to duplicate what’s popular; instead, focus on producing the highest quality product. Craft brewers must remain vigilant and keep their standards high. As consumers look for more unique offerings and options, remember that the proof is in the pint. J.C. Hill and Ryan Hammond have something in common when it comes to craft beer: the unwelcome taste of fake movie theater butter. The co-founder of Monterey’s Alvarado Street Brewery and the head brewer at Oakland’s Temescal Brewing are in agreement that this artificial flavor makes beer utterly undrinkable.
Speaking of Hill, he stated, “You’d take a sip and go, ‘Wait a minute, that wasn’t there before.” Hammond echoed this sentiment in a recent interview, calling the flavor “surprisingly overwhelming” and noting that even though it is artificial, it still dominates the beer’s profile, drowning out the other flavors, including the citrusy, tropical ones.
The two brewers agree that this artificial flavor is far from desirable and it has drastically impacted the craft beer market today, forcing brewers to either choose more subtle artificial flavors or source more natural ingredients.
For Hill, the solution is simple: “I don’t think it’s a good flavor to add. In my opinion, the best flavor is always going to be a natural one.” Hammond, heeding this advice, has gone to great lengths to source the most essential natural ingredients for his recipes.
At the world-renowned craft brewery Temescal, Hammond has found a way to make sure that his beers are tasteful enough to please beer enthusiasts, while still influencing the market past the unwelcome taste of fake movie theater butter. Diacetyl, an insidious compound known for its distinctive buttery flavor, has created drama in the world of beer. It, once common at movie theaters, suddenly showed up in canned hop-filled IPAs, altering the balanced and fruity beer recipes to something buttery and gross. For 10 years this volatile compound has been a villain in the beer brewing universe. Brewers like Hill and Hammond have much to be grateful for in the wake of the diacetyl crisis. What has served as a hindrance or roadblock has been replaced by a much quieter revolution in the craft beer industry over the past five years: genetically-modified yeast. This new approach has proven to be remarkably successful and has paid dividends in eliminating diacetyl from the brewing process.
Genetically-modified yeast is a new and effective alternative for craft brewers. These organisms have been engineered to contain specific traits to influence flavor and aroma. The benefits of using GM Yeast are two-fold: brewers can prevent the risk of diacetyl production and it helps to produce beers with more consistent and desired flavor profiles.
Because using GM yeast helps to eliminate the threat of diacetyl, it has been widely embraced amongst craft brewers. These organisms have enabled brewers to ensure that the beer they create remain safe and of high quality, without any risk of contamination. Brewers are now able to ensure a consistent quality of every batch of beer they produce.
To conclude, the use of genetically-modified yeast has proven to be a major benefit to brewers like Hill and Hammond. It has enabled them to prevent the risk of diacetyl contamination and has allowed them to consistently produce high-quality beers. The craft beer industry can now look back on the diacetyl crisis with some nostalgia, knowing that this modern approach has been successful in promoting safety and consistent quality. Berkeley Yeast, a San Francisco biotech startup, is helping two well-known craft brewers achieve great tasting beer. Alvarado Street Brewery and Temescal Brewing are both customers, utilizing their “diacetyl-free” yeast with a very slight change to its genetic material that enables the cells to produce an enzyme called ALDC. This enzyme is useful for preventing diacetyl proliferation which may occasionally occur after canning due to yeast that hasn’t fully fermented some of the hop compounds.
Brewers looking for a GMO-free option to achieving the same result can turn to off-the-shelf ALDC, but this tends to make the process more complicated. Berkeley Yeast’s yeast provides an easier and all-natural solution for the craft brewers seeking a diacetyl-free finish.
Both Alvarado Street Brewery and Temescal Brewing have seen success with the special yeast created by Berkeley Yeast and have been able to provide their customers with better tasting beer as a result. The yeasts success is all thanks to the team at Berkeley Yeast that is constantly seeking ways to improve their products. Berkeley Designer Yeasts Now Available for Brewers
Berkeley Yeast, based in Berkeley, California, is offering craft brewers and homebrewers an entirely new way to make lagers, ales, fruity beers, and even sour beers. The company’s project management platform provides access to custom-designed yeasts with process improvements such as the diacetyl-killer, plus avant-garde flavor additions like the Tropics strain which injects guava and passionfruit overtones.
Their Sunburst strain adds pineapple notes, while the Galactic strain provides lactic acid to quickly create sour beers. Berkeley’s experiments with engineered yeast even suggest that brewers may be able to make hoppy beer without hops. As a result of these possibilities, craft brewers and homebrewers can now create beers with unique flavor profiles never tasted before in the world of brewing.
So, if you’re a craft brewer or homebrewer looking for something new and exciting, look no further than Berkeley Yeasts’ project management platform and start experimenting with some completely new flavor combinations. It’s time to toast the brewers who are shifting the brewing landscape! Berkeley yeast strains are making a big splash in craft beer production, as more and more US craft beer makers switch from traditional yeasts to Berkeley’s versatile, innovative yeasts. This is no small change — WIRED reports that craft brewers across the country are making the switch and using Berkeley strains to influence the flavor and character of their beers. The next time you hoist a craft brew, you can thank Berkeley’s yeast for helping make it special! The phrase “new normal” has become part and parcel of our lives over the past few months. Life has changed drastically due to the pandemic and what we once considered the norm is no longer so. But what does this new normal look like and how do we go about adjusting to it?
The biggest change we have all been facing is the need to adapt to new ways of working and socializing. We all find ourselves needing to sacrifice certain aspects of our day to day lives and making more time for ourselves and our families. There is a newfound appreciation for the freedoms we may have taken for granted and a newfound appreciation for the comfort of our own homes.
This change can be difficult to adjust to, but fortunately, there are ways to make the transition easier. Establishing a routine and setting specific goals to achieve each day gives us structure and purpose. Seeking out activities and hobbies and surrounding ourselves with supportive people will also ease the transition. Finally, it’s important to accept that these changes are temporary and to keep an open mind for what the future may bring.
The new normal may not be the same as it used to be, but it doesn’t mean it has to be negative. Let us embrace the opportunity to brighten our lives and support one another during this period of adjustment. Celia Ford is an inspiring example of resilient leadership. Born and raised in Poland, she quickly recognized the opportunity to create change for the better and was eager to take it.
After attending college and completing her studies in architecture, engineering, and science, she founded a construction company in Warsaw, Poland. Her goal was to design and build housing for people who had little or no options for proper shelter. Through her hard work and dedication, Celia was able to provide a safe and comfortable place to live for over 500 families.
Celia also took it upon herself to create and lead an urban development project that focused on improving the quality of life for her fellow citizens. The project included the construction of a playground, park, and sports facility as well as improvements to infrastructure and public transportation.
Celia’s accomplishments are truly admirable. She is a prime example of how anyone can make a difference in their community by taking initiative and believing in themselves. Celia’s story serves as an inspiration to us all to make a difference and positivity anywhere we go. It’s time to start thinking differently about the way we work. Technology is developing rapidly and it is becoming much easier to get creative with our work processes. We can use robotics, automation and virtual assistants to increase our efficiency, as well as make our work more enjoyable. Here are a few ideas on how to get more creative with your work.
**1. Automation**
Automation is a great way to save time and decrease errors in your process. With automation, you can increase the efficiency of your tasks and prevent costly mistakes. Automation also helps to accelerate the workflow and makes it simpler to manage your work.
**2. Robotics**
Robotics is becoming increasingly popular in the workplace. It offers a variety of practical applications and can make jobs easier to perform. Robotics can be applied to a variety of tasks, such as manufacturing and packaging, and can even help to improve the quality of products.
**3. Virtual Assistants**
Virtual assistants can make your work much easier and faster. With virtual assistants, you can delegate certain tasks to them, saving you time and effort. They can also help to improve customer service, as customer service is often the most difficult and time-consuming part of running a business.
**4. Augmented Reality (AR) and Virtual Reality (VR)**
AR and VR are becoming popular in the workplace as they make tasks easier to understand and more immersive. With AR, you can virtually expand your work area and make better use of the space you have. Similarly, VR can help to increase employee engagement and improve work quality.
By making use of new technologies such as automation, robotics, virtual assistants, AR and VR, you can get more creative with your work and help to make your business more efficient. These technologies can help to cut costs, reduce errors and improve customer service and overall productivity. A few weeks ago, I had the pleasure of interviewing Amit Katwala, a global leader in the sports industry. In his career, Amit has helped launch some of the world’s leading sports franchises in India and across the globe. He’s also worked as a consultant, project manager, and strategy and consulting consultant for various sports organizations around the world.
Our conversation covered what drives success in the sports industry, and how to create an impactful business development model.
Amit shared that to reach success in the sports industry, it is critical to develop a model that ultimately provides an unforgettable fan experience. This means being fan-centric in order to demonstrate a true commitment to fan engagement. Demonstrating true engagement not only builds trust and loyalty, but also creates a long-term commitment to fans.
Amit also shared his insights on building a winning team. He noted that there are two key elements to assembling a winning team: recruiting talented people and creating a culture that fosters collaboration, creativity, and innovation.
Finally, we discussed the importance of the customer experience. Amit emphasized the need to focus on customers’ needs and wants in order to create an ongoing and positive relationship. He noted that the customer experience should be one that is memorable, satisfying and creative.
Overall, it was an incredible and valuable experience to speak with Amit and learn from him.
####Interview with Amit Katwala####
Q: What advice do you have for those interested in the sports industry?
A: First, make sure you understand the customer experience – their needs and desires – in order to create a memorable and satisfying experience. Second, identify and recruit talented professionals to build a winning team that is collaborative, innovative, and creative. Finally, and most importantly, be fan-centric and truly commit to fan engagement. If you’re looking to brew one-of-a-kind beer that stands out, take a lesson from Cellarmaker Brewing in San Francisco. As head brewer, Tim Sciascia, explains: “The diacetyl-free Chico yeast from Berkeley—that’s pretty much exclusively what we use in-house for our beers. The crew at Berkeley is messing around at a level that’s just so far beyond what anyone else is doing.”
Brewers who use the Berkeley-made diacetyl-free Chico yeast are taking their beer to the next level. Brewers pride themselves on creating unique flavors and bold taste profiles when they use this yeast, knowing that the flavor it brings to their beer is hard to replicate elsewhere. This is why Cellarmaker Brewing have chosen to use the Berkeley-made diacetyl-free Chico yeast to craft their signature beers.
For beer lovers, the Berkeley-made diacetyl-free Chico yeast is worth seeking out. When you taste a craft beer that uses this yeast, you’ll taste a flavor that has been perfected to the highest level. From citrus and floral flavors to earthy and fruity, the Berkeley-made diacetyl-free Chico yeast will give your beer a complex and unique flavor that’s sure to impress even the most discerning palette.
So, if you’re looking for ways to up your beer game and create a truly one-of-a-kind brew, make sure to add the Berkeley-made diacetyl-free Chico yeast to your list of must-haves. With its unrivaled flavor, it’s sure to leave your beer drinkers wanting more. Berkeley Yeast, a startup that produces nonconventional beer yeasts, has sparked some controversy among beer enthusiasts and hop farmers. Traditionalists and farmers have argued that the company is compromising the thoughtful, centuries-old process of beer production, as well as threatening the future of hop farming.
Three microbiology PhDs created Berkeley Yeast prior to gaining the loyalty of several award-winning brewers. Little did they know, however, they would be met with resistance and criticism by some beer makers and hop farmers. Despite the issues, the company continues to push forward with its mission of making brewing more accessible and effortless.
It’s safe to say that Berkeley Yeast has managed to shake up the beer world – and in more ways than one. The company has transformed the industry, opening up opportunities for smaller brewers to have access to the same products and resources as larger, better-funded breweries. It has also disrupted traditional farming practices, disrupting the legacy of and demand for hops.
Though Berkeley Yeast may not have pleased everyone with its innovations, it has certainly changed the beer industry for the better. Charles Denby was no stranger to dabbling in the STEM field of work during the week, and letting his creative juices flow through a hobby on the weekends. During one of his home brewing sessions, Charles realized that hops were the most expensive ingredient, thus driving him to think about how his two activities, hobby and day job, could come together.
In the midst of the mid-2010s, Charles decided to use his garage to design his dream of combining the two, introducing the startup that transformed the field – from yeast engineering to hops engineering.
Years later, Charles’s invention continues to inspire and spark interest in the field of biofuels, as well as the hobby of home brewing. Thanks to Charles and his creative ingenuity, hops engineering is now on the rise and people from all different backgrounds can appreciate the unique aspect of a combination of science and hobbies. Denby was inspired to explore engineered yeast strains that could replace the need for hops to make beer. He explains, “The idea hit me like lightbulb. What if I could modify a yeast strain to produce the flavor compounds in beer that would usually require hops? That way, we could reduce the natural resources necessary for the brewing process.” He looks at the prospect as an innovative way to make beer production more sustainable. DENBY BRINGS THE FLAVOR HOME WITH BERKELEY YEAST
Denby Nestor, a doctoral student in Berkeley’s Molecular and Cell Biology Department, wanted to find a way to make beer more flavorful. After attending a brewing science class sponsored by a local craft brewery and learning about the differences among yeast strains, he had an epiphany: instead of relying on hops to add flavor, brewers might be able to use yeast that’s been genetically selected for the flavor they want to achieve — all without added ingredients.
Denby started exploring that idea with labmate Rachel Li, who turned the idea of yeast that makes hop flavors into her doctoral thesis. They founded Berkeley Yeast in 2017 with fellow biologist Nick Harris, whose expertise is in genome editing and strain optimization.
Using cutting-edge technology and the latest research on the genetic and metabolic makeup of beer-making yeasts, Berkeley Yeast offers brewers access to a wide range of yeast strains that can be tailored to their specific flavor needs. Through customized combinations of genes, the group can craft new yeast strains to provide brewers with precisely the flavor they want — from grapefruit to citrus to passionfruit.
Denby and his team believe their vision will make craft beer more widely available. By giving small-scale brewers access to personalized flavors without added ingredients, more brewers will be able to bring delicious, unique beers to the market.
Berkeley Yeast already has an impressive selection of yeast strains, and the team continues to develop more. Thanks to Denby, Rachel and Nick, brewers can now get the flavors they want without added ingredients — and tap into what makes craft beer so exciting and delicious. Today, Denby and Li’s project is being hailed as a potential game-changer for the beer industry. Their innovative work, which was published in a peer-reviewed paper in 2018, described experiments to create a strain of yeast that created the same flavor compounds as hops. This yeast, produced using the Crispr genome-editing technique and DNA sequences from mint and basil plants, passed taste tests conducted by California craft brewer Lagunitas. According to the paper, when compared to conventional brews, the beer made with the engineered yeast tastes similarly hoppy without the resource-intensive nature of hop farming. In the US, the paper estimates that hops consume 100 billion liters of irrigation water every year. If Denby and Li’s findings prove successful, their work could revolutionize how beer is made and consumed around the world. Achilles was an ancient Greek hero whose story is told in Homer’s epic poem, The Iliad. He is most famous for his prowess in battle, particularly his invulnerability to harm in his vulnerable heel. His story is known to all who learn of the Trojan War, as it was tragically cut short by a single arrow to his ankle. But there is more to the man than his Achilles Heel.
From his humble beginnings as a poor shepherd, Achilles rose to the heights of heroism through his courage, strength, and skill in battle. Beyond his famously vengeful and defiant attitude, Achilles was a brilliant tactician, often leading assaulting forces himself, using his insight and daring to achieve success against long odds.
He was also said to possess great empathy for his fellow warriors, being one of the few characters in The Iliad who spares his enemy when given the opportunity. Achilles understood the human element of warfare, and the heavy toll it takes on the lives of those involved.
Though it is his legendary battle prowess and tragic downfall that occupy the pages of The Iliad, Achilles’ legacy should not be restricted to these alone. He was an undeniable hero; A master strategist, keenly aware of not just war, but life itself. – A True Motorsports Legend
Celia Ford was a pioneering figure in the world of motorsports. She was the first female driver to win a major race in North America – the 1977 24 Hours of Daytona.
Ford’s racing career began in her early twenties and was soon sponsored by Firestone, allowing her to experience the competitive wonders of international racing. From 1975 to 1985 she racked up highly impressive results across a variety of racing series, including becoming the first female to compete in the Formula Super Vee Championship and leading Canada’s National Sportscar Championship for two consecutive years.
But it was in 1977 that Ford cemented her place in racing history. She won the 24 Hours of Daytona race after driving almost 17 hours in a Porsche 935. Her win was testament to her unprecedented talent and commitment to motorsports.
After retiring in 1985, Ford continued to be involved in the world of motor racing, with her work as a technical consultant for Mazda Motorsports and online magazine ‘Inside Track’ acting as a bridge between novice racers and the professional world of motorsports.
Celia Ford is a true legend, and her legacy lives on today in the sport she so passionately pursued. She showed that dreams can be achieved no matter the odds, and was a genuine pioneer in the sport. Her amazing skill and ambition should always be remembered. Vacationing During the Pandemic: What You Need to Know
The pandemic has presented many challenges for people who want to travel. It’s important to be aware of the safety measures put in place to protect travelers and their destinations. Here’s what you need to know before you book your next vacation:
– Check policies and restrictions before you go. Every country and region is handling the pandemic differently, so make sure to check local regulations and restrictions before you book your trip.
– Choose your destination wisely. Look for destinations with low coronavirus infection rates and favorable safety precautions, such as temperature checks and mask requirements.
– Make sure your accommodations are taking safety seriously. Before booking your accommodations, verify that they are taking steps to keep their guests safe, such as regularly disinfecting surfaces or providing individual hand sanitizing stations.
– Be prepared to follow safety guidelines. Research the safety guidelines and requirements of the local area to ensure you stay compliant.
– Look into travel insurance. Travel insurance can help cover costs if you need to cancel or cut your trip short due to coronavirus restrictions.
– Practice safety during your travels. Remember to adhere to all local regulations, stay up to date on the latest travel safety advice, keep your distance when possible, wear a face covering, and wash your hands often.
Before jetting off on your next vacation, make sure to do your research and take the necessary safety precautions to ensure you and your destination stay safe. Video: 5 Essential Tips for Doing Your Taxes
Are you feeling overwhelmed by the prospect of doing your taxes? While there’s no single approach that can help everyone, here are five essential tips for doing your taxes this year.
1. Get Organized – Start with a simple filing system that allows you to quickly access relevant documents such as invoices, deduction documents, and receipts. Use folders, binders, or an online document storage system to keep everything organized and easily accessible.
2. Learn the Rules – You don’t need to become an expert on tax rules, but it’s important to know the basics. You may need to understand qualifying deductions to claim your refund or how to adjust your W-4. Understanding the big picture can help you maximize your deductions and credits.
3. Utilize Software – Using tax software is a great way to streamline the filing process. There are many reputable options to choose from. In addition to helping you file, many platforms will provide guidance and explanations for questions you may have about deductions and credits.
4. Double Check Your Math – Mistakes in math can result in an inaccurate return. Take the time to ensure that all of your calculations are correct before you submit your return.
5. Create a Plan – For the upcoming year, set up reminders (on your phone or calendar) to document all of your expenses and deductions throughout the year. This can help you maintain accurate records and make filing much easier when next tax season rolls around.
Make doing your taxes easier and less stressful. Follow these tips and see the difference it can make! The idea of hoppy-tasting but hop-free beer could be beneficial for brewers and the environment alike, according to the startup cofounders. While the potential benefits sound promising, the news has come as a threat to hop farmers, who worry that the brewing tradition dating back to the 11th century will be compromised. It is indeed a dance of microorganisms, farmers, brewers, and hops that make the beer-making process what it is.
The hop-free beer, brewed with engineered yeast, could mean a significant change to the landscape of the beer industry. Breweries heavily rely on the microscopic hop flowers and its bitterness, aroma, and flavor that bring a unique character to every beer. This could be something that the engineers yeast cannot mimic or replace in the same way.
Despite the potential impact on the hop farmers, it can’t be denied that hop-free beer have its own advantages. The environmental impact of brewing will be minimal, as hops are grown mainly in water-scarce regions, and the company will save on resources too.
At the end of the day, it is up to brewers to decide the best route for their businesses. But it is hard to deny, none of these possible solutions have a zero-cost impact. Podcast Transcript
Today we are joined by Jeremy Marshall, the head brewmaster at Lagunitas, and Bryan Donaldson, the brewing innovation manager, to discuss Berkeley Yeast. Berkeley Yeast is a new yeast that was developed with the intention of making beers without hops. This caught the brewing industry by surprise and drove hop farmers to call the developer asking why they were looking to eliminate hops.
Jeremy and Bryan explain that early on, Berkeley Yeast pivoted. After interviewing more than 100 brewers, it turned out that while many wanted to reduce the usage of hops for cost reasons, there wasn’t much interest in eliminating hops completely.
Jeremy states, “one guy stood up at a hop conference this year and said, ‘We don’t like these yeasts, because these yeasts can make hop flavors. This is the Beyond Meat of beer.’” Beyond Meat is a plant-based meat alternative, and this quote goes to show the level of surprise and concern that hop farmers had about Berkeley Yeast’s development.
It has been a fascinating development in the brewing industry, and I’d like to thank Jeremy and Bryan for speaking with us today. It has long been known that the flavors in beer come from the combination of malt and hops. But now, thanks to innovative research done by scientists at the University of Berkeley in California, the flavors of hops can be enhanced even further.
Berkeley scientists had initially set out to improve the efficiency of beer fermentation by reducing diacetyl, a compound responsible for off-flavors. However, in the process, they realized that they could go beyond their initial goals and enhance the natural hop flavors as well.
This research focused on modifying yeast by adding enzymes like carbon-sulfur-lyase. This enzyme takes flavorless molecules found in malt and hops and turns them into flavorful components called thiols. These thiols create a taste in beer that is reminiscent of tropical fruits.
Through this research, Berkeley was able to develop its Tropics strain of yeast, which is commonly used for hazy IPAs. This strain contains the enzymes necessary to break down those flavorless molecules and increase hop flavor.
Thanks to the innovative research conducted by Berkeley scientists, beer lovers now can now bask in the tropical and juicy flavors of their favorite beer. Brewers have adapted to the evolution of Berkeley Yeast by utilizing new hop strains to emphasize nuanced hop flavors that wouldn’t be possible with a traditional yeast. Brian Tennis, founder of the Hop Alliance, believes hop farmers need to follow suit and “make sure we are growing what the market demands.” This shift indicates that brewers are relying on yeast to enhance hop aromas and flavors in a way that simply wasn’t possible a decade ago. It points to a potentially ongoing growth in demand for certain hop strains that work best with new yeasts. Berkeley Yeast: Craft Brewers Targeting Big Time Market Share
If Berkeley Yeast has aspirations of exposing their craft beer to the masses, they have their work cut out for them. With Anheuser-Busch InBev and Heineken dominating the US beer market, craft brewers face an uphill battle. Currently, craft beer only makes up one-fourth of the US beer market, making it an uphill run for independent brewers looking to make a name for themselves.
Despite the sizable challenge to capture market share, Berkeley Yeast has been diligently working to make its mark. As part of their endeavor to bring craft beer to the mass US market, Berkeley Yeast has been experimenting with different brews, adding new flavor profiles, and engaging their customers in the development process. Their passion for beer and dedication to quality can’t be denied.
Berkeley Yeast has also recognized the importance of connecting with their consumers. They’ve successfully leveraged technology to reach their potential customer base in ways no large beer corporation can. From creative Twitter and Instagram campaigns, to innovative mobile applications, Berkeley Yeast has made sure their craft beers stay top of mind.
By targeting the right demographics with their unique products, Berkeley Yeast is chipping away in the beer market. As craft brewers continue to grow, there’s no doubt that Berkeley Yeast will be at the forefront of the craft beer industry. Berkeley Yeast hopes to transition from a craft brewer to a dominating craft beer entity. If they can build a loyal following of beer-drinkers and increase demand, there’s no telling how much they can impact the craft brewing scene. It looks like the craft beer industry is poised to break into the big time. Major beer companies have been giving new startup’s yeasts and strains a try, although they won’t say which ones. Marshall, from the craft beer powerhouse Lagunitas, which is now owned by giant Heineken, thinks it’s only a matter of time before something big happens. He said, “Once somebody jumps in, I think it’s going to become commonplace.” It looks like change is coming to the beer market, and craft beer might finally have the chance to shine. —–
Lagunitas has something special to offer beer drinkers. The taproom at the brewery features a variety of beers made with Berkeley strains, such as the Martial Martian Express, which showcases “Uncanny Pineapple” flavors.
Unfortunately, these special brews are not readily found in grocery stores due to a hesitancy by major beer distributors. These distributors are unsure whether consumers will accept the concept of GMO yeast and remain unconvinced that skepticism from the 1990s and early 2000s has significantly lessened.
For those brewers brave enough to step out of their comfort zone and try something new, Lagunitas offers several beers made with Berkeley strains in its taproom. Give them a try! Denby has a prediction that the largest beer makers will not be able to ignore the potential for creating new flavors with engineered yeast as craft brewers have embraced. He is confident that this will take time before it is scaled in the larger industry, but without a doubt will change the beer industry. The goal of Berkeley isn’t to disrupt the tradition of using hops, rather it seeks to supplement it. “It will take a longer time to scale, but the broader beer industry is going to change,” Denby says.
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