Dogfish Head continues to occupy an iconic place in my own personal history and relationship with craft beer. 90 Minute was the first Double IPA that I fell in love with, years before I ever tried Heady Topper, Pliny, or Abner. After reading founder Sam Calagione’s book “Brewing up a Business,” I was inspired to start laying the foundation for my own beer business. Sam’s TV show, although pretty dorky at times with his terrible rapping, painted a picture of a world I saw myself in; a field of creativity, drive and extreme passion. I don’t drink 90 Minute as often these days, but I continue to be impressed by Dogfish Head Brewery’s unique approach to brewing and I appreciate Sam’s commitment to the independent craft brewing community. Of course, Dogfish Head is by no means a small company. They employ hundreds of people and have a brewing operation that is much larger than anything I have ever seen in person, with the exception of my visit to Golden, Colorado as a teenager. However, our recent visit to the Delaware brewery, brewpub, and inn further solidified my respect for what Sam has built.
The following are photos I snapped from the visit juxtaposed with some of Sam’s own words from “Brewing up a Business.”
Dogfish Head’s humble beginnings – The 10-gallon brewing system which was the genesis of Dogfish Head Brewery.
“My original brewing system produced 10-gallons of 0.3 barrels per batch. When brewers I met while visiting other breweries would stop by the brewpub, I felt like a boy among men. I suffered from an acute case of brewery-envy, but I would not be discouraged. It’s not the size of your brewing system that matters; it’s what you do with it…or so they say.”
The very first 10-gallon brewing system now lives alongside the current (slightly larger) system.
“Brewing has continued to be a great outlet for my artistic expression. But I’m proud to say I’m the least technically proficient brewer of the many brewers who work at Dogfish Head today. I am better at conceptualizing recipes and beer ideas than I am at physically making a batch of beer. I still brew occasionally for two reasons: so I can call myself a brewer with a straight face, and so I can continue experimenting with new recipes, which is a strength of mine.”
“My inmost thought when I was first enrolled there (Northfield Mt. Hermon School) was: ‘Rebel against authority in order to express yourself.’ This is pretty much the same defining instinct that drives me today, but I’ve been fortunate enough to find a constructive outlet for this angst. I’ve created a company that subverts the definition of beer put forth by the so-called authorities at Anheuser-Busch and Coors.”
“The other line in the sand that we drew is refusing to sell to private equity. About two years ago, we were approached with a number that Mariah and I could have retired very comfortably with forever, and we said no. We’ve been approached by folks on Wall Street who wanted to take us public, and we said no. We want to try to keep this a family business, with the hope that someday maybe we can make it last into the next generation–and we want to keep this a company that’s owned by the people who run it.”
This photo doesn’t really capture how immense the Dogfish Head warehouse is. It is incredible to witness in person.
Every batch that is brewed is saved in here for quality control. Sam also has a private cellar where he ages various releases. Some are a decade old.
“The sheer magnitude and sameness of mass-produced and mass-marketed goods that Americans have grown to expect can be really disorienting…This is the big-box retail reality that the alt-commerce businessperson is up against: the awe-inspiring, ubiquitous presence of these stores and the homogenizing effect they have on the consumer landscape…People patronize these places because they are easy and predictable. While many people wish to simplify their lives on some level, you must have faith that some people are not always looking for what is easy and predictable to bring joy to their lives. The humble success of Dogfish Head specifically, and the craft brewing industry in general, is a tribute to this faith.”
The Steampunk Treehouse moved to the entrance of the brewery in 2009.
“Effective brand building, like effective writing, revolves around a few central ideas. Developing believable, interesting characters–these are your products. An effective and easy-to-follow narration–this is your advertising and marketing. Strong plot development–this is your business plan and budgets. Singular and memorable writing style–this is your brand identity.”
“We recognize that we aren’t brewing for the status quo. We recognize that the average beer drinker will probably never try our beers, even if we were to have a significant 5, 10, or 20 percent market share in the United States. We are “off-centered,” meaning that we’re not going to appeal to the majority. That said, we’ve been able to carve out a very healthy niche, growing by catering to a very small but increasing and very engaged minority beer drinking population–those who want more flavor, more diversity, more complexity, and more food compatibility in the beer.”
Where it all started – Dogfish Head Brewing & Eats in Rehoboth Beach
“I first decided to open my brewery when I was 24 years old. I was very focused from the moment I made this decision. I read everything I could about breweries and restaurants. I worked as a brewer’s assistant as I wrote my business plan. I wrote a menu and tested different pizza-grilling techniques on my backyard barbecue. I made pilot batches of beer and developed recipes, homemade labels, and brand names. I met with countless banks and raised all of the money to open the business. I signed off on the loans and was personally responsible for the debt.”
A very fresh batch of 120 Minute! That’s how we got started on a very cold afternoon.
Ingredients & Directions for
sampling, exchange, exampling,
The ingredients in our recipes come from
The earth and the oven,
They come from interfering
and letting be.
We use organic and natural
ingredients wherever possible
and our recipes are blissfully inefficient.
We spend premium prices on
the finest barley, hops, and herbs.
We use no extracts.
For us, brewing is not a process
but of imagination and passion.
We wrap our hands around plastic
shovels to clean out our mash tuns.
We wrap our hands around sticky
clumps of whole leaf hops
and toss them into the boil kettle.
We wrap our hands around our work
because we are proud to make
something with our own hands.
We hope you enjoy drinking
Dogfish Head Craft Brewed ales
as much as we enjoy making them.