
Continuing in my series of interviews with breweries, I contacted one of my local favorites, Summit Brewing Company. I had some email exchanges with their PR person, Carey Matthews, who sent my questions along to the owner of Summit. I also arranged to have a tour with Carey, which was nice because I got an opportunity to talk with her about the brewery, the company and check out some areas not normally included on the public tour. It was a really neat experience, and Carey was nice enough to spend an hour and a half answering my questions, showing me around, and just bullshitting about beer.While I'd seen most of the brewery before, one of the places not normally
shown was the lab. I got to spend some time talking to a woman who does quality control for the brewery, which was really interesting. Since I'm not really a journalist, I wasn't smart enough to record and then relay the information. But it was really cool learning about all the steps Summit takes to make sure they have a quality product. They sample at about every stage and pull a bottle off every run to test it. There was some other quality technical information that would have been nice for me to report...but again...I'm an amateur at this, so I apologize. It was quite interesting though! It was also cool to learn that they have teams of people from the brewery who
have tastings each week. The teams rotate and they have tastings where they either break down a style, competition, or their own beers. Everyone at the brewery goes through a course on how to properly taste beer when they start.Again, I was really impressed with how accommodating and nice they were at the brewery. This post is going to be long enough, so I'll just go ahead and post the interview below: (I apologize for the funky formating)...
What was the beer landscape like prior to Summit’s founding and how hard was it to establish yourself as a craft brewery in the mid 80s?
When we were conducting market research in the early 1980s, we found that Minnesota had a very minimal representation of craft or import beer. The few beers that were out there included Bass Ale, Guinness, and Heineken for imports, and really only Anchor for American craft beers. The awareness of craft beer was pretty sparse on the customer and retail level, but there was some interest if you looked for it. The beer wholesalers were highly skeptical of this “craft beer” idea-they treated us like a bunch of deviants for not making the infamous American light lager. No one would touch us so we self-distributed the first 9 months. We were 100% draft at that time. It took us about 7-8 months to get 50 draft accounts. Once we had those and started bottling our beer, then wholesalers finally took us on. It is easy to forget that it took a lot of sodbusting to get Minnesota on board with a hoppy, craft beer 21 years ago.
How did Summit grow to the size brewery you are now?
That is easy to answer in one word: our customers. We were not hell bent to build a brewery like this or to grow to this size, but our customers demanded it. They defined our rate of growth and the size we are today. We have always been product driven versus being just a marketing machine. Word of mouth has always been the strongest marketing tool we’ve had. In the early days we did our share of guerrilla marketing to get people to find out about us. We would go to bars that didn’t serve our beer and leave Summit coasters on the tables so that the next customer would ask for our beer. Believe it or not, it did get some places to pick up Summit. The other piece was that from the beginning we really focused on a quality, consistent product, which was very different from a lot of the other breweries that got started in that first wave of craft beer in the 70s and 80s. Our customers became so loyal and helped us grow because they knew that each bottle of Summit would taste as great as the last.
What do you think about the growth of craft brewing in Minnesota and what do you think the future holds for the market?
Minnesota lags behind other regions in terms of craft beer. About 70% of draft beer served in this state is still light beers. The upside of this is that there is huge potential for growth and conversion of those drinkers to the “dark side”. And let’s face it, once you convert to full-flavored beer, you rarely turn back. Change has been slow here, but we actually have some pretty sophisticated and educated beer drinkers. You are seeing more and more of those great “beer bars”, those pubs that really focus on craft and import beers. As for our own growth, we’re still only 1.8% of the beer market in Minnesota! You sometimes hear that Summit is everywhere, but that is a bit of a skewered perception. From the beginning, we’ve always focused on the on-premise market, which is why you see a lot of Summit tap handles at metro bars and restaurants, but we’re still such a small segment of total beer sold in the state. On a national level, craft beer is seeing about 12% growth while the big brewers are somewhat stagnant. This can make us all hopeful!
What kind of things does your brewery do to be sustainable?
Our spent grain, hops, and proteins get picked up by a local farmer from Jordon, MN. We recycle all corrugated and other paper materials. We recycle shrink wrap and plastic straps.
Pallets are reused and returned to manufacturers. We carbonate naturally so less CO2 is released into the environment. Our glass bottles are composed of 30% recycled glass and we recycle any glass used at the brewery. We try to cultivate local or regional sources for our vendors. Any future improvements to the brewery will definitely be focused on efficiency and conservation.
How did you get hooked up with Finnegans and could you discuss a little bit of what Finnegans is doing?
Jacquie Berglund, the founder of Finnegans, approached us when James Page Brewery started to struggle. At that time, Page did the Finnegans draft and Schell’s did the bottles. As you can imagine, she wanted to streamline and consolidate the operations. At that point we had only done one other contract brew and we swore we wouldn’t do another, but Jacquie’s mission and business plan were very appealing. We felt it would be great to support a brew whose profits went 100% to charity. Definitely check out their website at www.finnegans.org to find out what they are up to.
How far does your distribution extend and where do you plan on expanding to?
We are in 13 states currently-PA, KY, OH, MI, IL, WI, SD, ND, IA, NE, CO, MT, and of course, MN. We are considering some new markets , but want to be smart about that growth. One, we need to be able to manage expansion and two, we don’t want to change our core values as a craft brewer in order to gain new customers.
How has the response been for Summit in the Chicago market? Do you have other beers in that market other than Hefeweizen
All of the Summit beers are available in the Chicago area, but our Hefe Weizen, Extra Pale Ale, and seasonals are the most popular.
What advice do you have for homebrewers?
Always use a healthy, viable yeast culture, move from filling bottles to filling small kegs, and always keep things clean! For homebrewers interested in moving in a commercial direction, schooling is an absolute must. Places like the Siebel Institute in Chicago really give you a great base for technical consistency and brewing on a commercial scale. The other piece is that when you are a homebrewer, it is all about process. When you start doing it for money, there is the whole other business side you have to manage, in addition to just making the beer.
Do you have plans for the future to include organic materials in any of your brewing?
There is nothing in the near future, but it is being talked about. We do not currently produce any organic beer, but the way we make our brews is not highly processed, we don’t do things like pasteurization, and the raw materials we use are a very wholesome type of food. Craft beer being just four natural ingredients makes it a pretty good product to begin with!
What other styles of beer might we see Summit adding to their line in the future?
We plan on releasing another Limited Release beer by the end of 2008, but the style is top secret! Other new things:
-The return of Hefe Weizen this summer, along with the Scandia Ale.
-We have started packaging Extra Pale Ale in our new 22oz bottle. You’ll also see Maibock in the bomber as well.
-Our cask-conditioned ale program is in full swing at beer festivals and special cask ale nights at area bars. Be sure to visit www.summitbrewing.com for the next one near you!










