What does the word growth mean to you?
Does it mean increase in size of business via foot print of actual buildings? Does it mean increase in sales number? Volume? Audience reach? Additions to crew, products or territory?
Growth is an interesting and seemingly taken-for-face-value word. What I mean to say is that growth is different for everybody, yet there seems to be a universal feeling that growth is good.
All growth is not good growth. Just like all press is not good press. Growth has to be smart on several levels; not just to increase who has access to your beer. It needs to be thoughtful; not simply an idea thrown at the wall to see if it’ll stick. It should be responsible; the world is in need of civility and responsibility and care more than any more ‘stuff.’
“Give me your tired, your poor,
Your huddled masses yearning to breathe free,
The wretched refuse of your teeming shore.
Send these, the homeless, tempest-tost to me,
I lift my lamp beside the golden door!”
What if we adapted this to reference beer? Try this:
“Give me your tired, your thirsty,
Your rushing masses yearning to drink free,
The lovely flavors of a perfect pour.
Share these, the tasty, quali-tee with me,
I lift my glass inside the brewery door!”
We must tread carefully. The planet is limited in what we can take from it and, like the hallowed Ellis Island, we must have a serious regard and respect for what beer requires and how to exercise diplomacy for all to experience.
So it is with all due respect I give a nod to the creativity and progress delivered by innovative, responsible and quality driven beer people in America. Be cognizant, mindful and cautious when we strive for whatever more might be. Growth is a funny thing. Handle is wisely.