The American craft beer secret is out. While the rest of the world pioneered the brewing science, American craft brewers have artfully refined it – earning global recognition, not to mention a boom in craft beer exports. Stone Brewing Co. is hoping to realize its dream of going international, as the company announced plans to open a brewery in Berlin, Germany, if the brewery can raise $1 million through a crowdfunding campaign. Crowdfunding isn’t new to craft brewing, but this is the first time that a major brewery has asked for a huge chunk of change to do business overseas. On its IndieGoGo crowdfunding page, Stone explained that its cash request is necessary for it to stay independently owned without raising the funds by selling shares of the company. Still, it’s a gamble to ask for American beer fans to pay for an overseas brewery they might never get to see. Stone addresses the question head on:
Still, you may be thinking, “I have no plans to visit Berlin or the yet-to-be-determined location east of the Mississippi. What compels me to contribute?” A reasonable query. Putting some of your own skin into this grand game will net you some rather tasty rewards. Thanks to some of our craft-brewing compatriots, who are generously lending their collective might to this project, the rewards include not only a communal sense of espirit de corps, but also…beer! And not just the regular, awesome collection of beers we’re already known for around the world.
Among the more motivating rewards — $50 supporters receive a voucher for a Stone/Brewdog Collaboration beer, a Stone/Baladin collaboration or a Dogfish Head/Stone/Victory collaboration beer. For the big spenders, $30,000 will earn supporters the privilege of staying at Stone Chief Executive Officer Greg Koch’s downtown loft, and the Stone team will take you around San Diego for a deluxe beer tour and a night you’re sure never to remember. Luckily, you’ll also get a bottle of every collaboration beer to ensure that you never forget.
What do you think of Stone’s crowdfunding campaign? Is this marketing genius or does this goal stretch too far from home? Sound off in our comments below.