Many existing businesses can fall into one of two types: the private owned mom and pop shop, and the widely known commercial brand. There are advantages and disadvantages to both. Mom and pop shops are cozy and personal, but sometimes have restricted hours and limited locations. Commercial business products are priced conveniently and are widely available, but the company lacks a relationship with the customer, and often takes advantage of the middle and lower classes to keep prices affordable. Mom and pop shops rely on the local community and word of mouth to support their business. Commercial businesses rely on paid advertisement through many different platforms. Breweries are no different.
The nature of breweries, however, always seems to lean toward growth, while many privately owned shops and restaurants are satisfied with staying small. Almost every brewery I've been to has either just expanded, is currently expanding, or has plans to expand. But it's not about locations, it's about output - how much beer they can make and distribute within a period of time while maintaining quality and consistency. This is how microbreweries (breweries that produce less than 15,000 barrels per year) slowly become one of the giants like Anheuser-Busch (though that destination is not always desirable). Many breweries keep their mom and pop likeness by pledging to focus on quality rather than quantity. Some are even able to achieve both. But regardless of their size and level of corporate domination, as long as they continue to produce good beer, customers will keep knocking on their door for more, and perhaps a tour!
Sam Adams Brewery - Boston, MA
The Sam Adams brand meant something quite different to me before I ventured to Boston, Mass to take their tour. My perception of their company was a product of their advertisements depicting burly, bearded men in overalls that are passionate and serious about their beer. The commercials often mention the founder and brewer, Jim Koch, who is celebrated as a pioneer of the microbrewery movement, which made me believe this brewery must be a little smaller than I thought. I'm watching all of these earth tones and crafted suds float by on my screen, and I'm feeling all cozy inside. BAM! It's that mom and pop feel, but with many times the output and availability.
It wasn't until I walked into the brewery that I realized my skewed perception was a result of expensive, well done advertisement. Their claims are all true, but the things they said with everything but words were a lie. Through their ads, they veiled their gigantic commercialism with that mom and pop feel, which was completely vacant from the reality of their brewery. It seemed their ads were reminiscent of how the brewery was years ago. But that coziness had long since been chased out by the cold wind of corporate apathy.
The brewery is smack-dab in the middle of a Boston suburb, as a grand meatball amongst the spaghetti of many one way streets. Walking up to the brewery, I realized the company has spent a lot of dough on this place. It was crowded with tourists from other states and countries, but not so much that movement was inhibited. My eyes were overwhelmed with the sight of countless banners and displays of beerchievements, history, and interactive screens that blared ads and informational blips. The amount of money they spent on making this place look nice has got to be at least six figures long. The earth tones, beards, and honest-sounding quotes weren't fooling me anymore. This place is sooooo commercial.
Luckily, my new found perception didn't change how their beer tastes, and I was still enjoying myself very much. The tour was free, but started out with a voluntary donation to a local charity. They may have a lot of money and come off a bit impersonal as a company, but they're definitely not greedy. We proceeded to a room where the guide explained the brewing ingredients, and actually had barrels full of hops and two kinds of barley to pass around for smelling/tasting. Very unique! We continued to the brewing room testing laboratory. Turns out, this brewery tour isn't even of an actual production brewery, but of the place where they invent/perfect their beers. The guide mentioned the lab workers and a bit about their processes. It was all a bit weird, but cool nonetheless. This also meant there were no bottling/canning lines to watch, and that lovely, malty scent I so look forward to was absent from the air. It was saddening, but the promise of free, delicious beer kept me interested.
The guide was friendly, funny, knowledgeable, and well rehearsed, but seemed a bit insecure when someone asked questions that were out of the ordinary. He would choke up a bit, and say "uhhhh" a lot, but he was able to get through the answer. There was also a group of incredibly obnoxious 20something women that he allowed to walk all over him in the tasting room. He wasn't the best at controlling the crowd, but such is the product of a volunteer. When he wasn't being talked over by rude women, or spooked by weird questions, he was a great tour guide (and handsome too!).
The tasting room was furnished with several tables surrounded by chairs, and a large, ornate bar. The excitement built as we watched one of the workers fill pitcher after pitcher of beer, all for our tasting pleasure. The guide continued his spiel by teaching us how to properly taste beer. We were all given a tasting glass to keep, and were allowed to fill them family style, as we shared a pitcher or two per table. We tasted the Boston Lager, Harvest Pumpkin Ale, and Alpine Spring. I was surprised they were giving us pumpkin ale in late January, but I couldn't have been happier! I've tried probably six different pumpkin ales in my life, and this one is now my top favorite. I would accustom the experience to something like taking a giant chomp out of a pumpkin, and then that chomp magically turning into delicious beer in my mouth. It actually tastes like pumpkin instead of just a bunch of pie spices. The flavor is rich, but not overbearing. Everything is balanced and perfectly flavored. I was sad it was January and not October.
Though it wasn't actually part of the tour, we were told that if we took their free trolly to Doyle's Cafe and ordered a pint of Sam Adams, we would get to keep the beer glass. I'm a sucker for a good deal, so I indulged. The trolly was like a party bus, and the driver was hysterically funny. If you ever go on this tour, the trolly ride to Doyle's is a must!
Ok, so the brewery tour isn't at an actual production brewery, and the feel is a bit corporate, but I think they've done a good job of not forgetting their roots as a little microbrewery. They're not greedy, and they spent a lot of money on giving out free beer, free tasting glasses, and free tours of their expensive facility. I had a blast, and found a new favorite beer. A trip to Boston is not complete without a tour of the Sam Adams... uhhh... brew-atory!
Happy Touring!
Next Up: Weyerbacher Brewery - Easton, PA
Next Up: Weyerbacher Brewery - Easton, PA
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