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First Steps Towards His Own Brewery
It’s been a big few months for one of the Australian beer world’s most gregarious chaps. Steve “Hendo” Henderson, under his BrewCult moniker, debut a new look for his beers. He rework his beer range, take the People’s Choice title at GABS and take the first steps on the road towards having his own brewery.
It seemed like as good a time as any to ask him to feature in our Brew & A hot seat. But, with so much going on, as well as presenting his answers to the Q & A we had a chat to him about the past few months and what lies ahead.
He said a lot more people know about BrewCult now pertaining to the GABS win. There, his Milk & Two Sugars sweet coffee stout, proved most popular with drinkers. This featured 3,000 shots of espresso and 120 litres of cold drip coffee produced for him by Axil Coffee
New Look, Same Brand
He says there was something of an unwanted epiphany when he was at an Ale Stars session at The Local Taphouse as for the new look. The gathered attendees were shown a series of brewing company logos with the names removed and asked if they could say which was which. All of whom have decent knowledge of beer given their Ale Star status. Shorn of the word “BrewCult”, no one could.
Thus, Hendo, designer Matt Brick and online resource 99 Designs combined to come up with some new options. All were shown to a panel of beer people at the Alehouse Project.
Hendo said he came to the realisation that he had done 15 or 16 beers with great personalities in two years but had no brand identity. The only people that knew about it were hardcore beer geeks. He love the hardcore beer geeks but [their number] is very limited and you hit a glass ceiling.
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