Consumers having an opportunity to see how beer is brewed or even having participated in the production process are very often surprised. All the myths and stereotypes are shattered – beer appears to be a live product having a unique production way.
After all beer creation is an art. Every time from a conditionally limited number of ingredients (4!) – water, malt, hops and yeast –one must create something new and exclusive in its taste, alcohol content, colour, foam, aroma and even character. Maybe it is a bit similar to the creation of music where while creating such different compositions as a symphony, an opera or a pop song the composer works only with 8 notes. A good brewer is really an artist. Having an opportunity to see how beer is brewed or even after participation in the production process consumers are very often surprised. All the myths and stereotypes are shattered – beer appears to be a live product having a unique production way and not an industrial drink.
The studio will be a space reminding a beer workshop - a place of interactive creative process. In it we shall experiment, create new products, taste, ask the opinion of the colleagues and the future consumers. The production of the most successful products of the creative process will be started in larger amounts and they will be launched into life.
Imagine a space in which the cooked beer is heard, the smell of mash and hops and the warmth of the cooked beer is spreading, and all the equipment a mashmat, a mash tun, fermenting containers are close at hand. That is our Studio.
Here the beer lovers, connoisseurs and all who are interested will have an opportunity to both taste, familiarize with the sorts and history of beer and participate in the production process in practice. After staying in such space our visitor should feel a much bigger connoisseur of beer and beer culture. The studio ought to become a place in which ours and our partners’ most creative people could reveal themselves and create something new and interesting.
Besides beer creation will be not the only thing we shall improvise with. For partners engaged in food production we shall give a space to create various snacks and dishes, look for unique decisions matching different sorts of beer.
