BEEReaucracy

Nick Pavlina serving t-shirts, not beer at the Event Santa Cruz PopUp event last week

Nick Pavlina serving t-shirts, not beer at the Event Santa Cruz PopUp event last week

Last Thursday we were fortunate enough to participate in Matthew Swinnerton’s Event Santa Cruz’s PopUp event. Tasty food materialized from pop up restaurants like Mortal Dumpling, Kickin Chicken, and Lionfish SupperClub. Customers flocked to Humble Sea at the thought of sampling free beer.

“Hey, how about some beer?” participants asked.

“Hey, how about a t-shirt?” we responded.

Although beautifully crafted, t-shirts are not what customers want from a brewery. A brewery which sells shirts in place of beer is like calling a plumber to unclog the toilet who shows up to bake a cake instead. Even if the cake is awesome, your pipes are still clogged.

Jon Free from Santa Cruz Waves drops and egg of entrepreneurial knowledge on Taylor West

Jon Free from Santa Cruz Waves drops and egg of entrepreneurial knowledge on Taylor West

Believe us, we’ve been jumping through countless licensing hoops to get beer in your hand. ABC, TTB and the Santa Cruz County are the “beereaucratic” officials who determine if our beer gets poured in a glass or down the drain. A lengthy process, but we will get this beer in your hand.

Stay tuned our humble friends.


Frank KruegerComment