The Beer Machine has been shipping Craft Beer around the world since 1989.
We are not “newcomers” to the craft beer industry. In fact, we were involved from the beginning when craft beers were
known as Micro Brew beers. As early as 1984, Ian MacLennan became curious as to WHY big changes were occurring at that time and began to research the history of the beer market in North America. He learned that because of the prohibition period which began in 1918 and lasted through 1933, that the quality and variety of beers was greatly compromised when the industry restarted brewing and became monopolized by an industrial production model that forged a partnership with advertising giants in New York to nationally distribute a standardized product. Until President Carter in 1978 approved small
scale brewing and homebrewing in America, it was not a legal business. Ian concluded that the huge size of this American consumer market that had been denied the variety of choices that small scale brewing provided presented an enormous NEW market opportunity. This he recognized was what Harvard University has recently defined as a blue ocean strategy.
We put together a professional team of brewing experts and design engineers with the goal of making tasty craft beers without the hassle or headaches. With a strong marketing background, we knew it was important to eliminate the complexity and reduce the time required to enjoy the results. We consulted with one of the fathers of the “micro brewing industry”, Dr. Michael Lewis, professor of Brewing Science at the University of California”. Dr. Lewis wrote the text book from which master brewers learn their profession. Throughout the years since, we have added master brewers to our team with PhD degrees in the science of brewing and many years of experience at Anheuser Bush and leading regional craft breweries. The result has been our Beer Machine success story.
When home brewing became legal in 1978, many brew kits were introduced to the United States from overseas. However, they were time consuming and complicated procedures that we knew would limit the market to a “hobbyist” demographic and our experience was in consumer mass marketing. But this new “Blue Ocean Market” was enormous and strong motivation for development of The Beer Machine product line designed for the American consumer to be easy, simple, fast, and uncomplicated. These are features which have appeal to the much larger consumer beer market for producing endless varieties of fresh, naturally brewed craft beers at a cost of pennies per serving.
New showcase in the National Museum of American History features UC Davis Professor Emeritus Michael Lewis on a placard, lower right, and his “well-used and beat-up” textbook in the display. (National Museum of American History)
Canadian Roots
In the 4th quarter of 1989, The Beer Machine product line was launched in Woodwards department stores in western Canada creating a new product category for the retail trade. The Beer Machine elevated the craft from a specialty store to main street traditional retail merchandising. With sellouts in 1990 throughout western Canada, other retailers quickly came on board and by 1992 The Beer Machine was in the largest retailers from coast to coast throughout Canada selling millions of dollars in sales volume through The Bay, Zellers, Woolco, HomeHardware, Kmart, and many independent retailers. By 1994 Costco launched a pallet program and The Beer Machine
began looking South to the richest retail market in the world.
United States Market Entry
The popularity or acceptance of television infomercials and TV Home Shopping during this time period prior to the internet provided the perfect platform to launch a new product with The Beer Machines consumer benefits.
In the United States, cans of Bud and Miller at that time often cost less than bottled water and craft beers were still in the early stages of market acceptance. A generation of “Baby Boomers” had been weaned on a ubiquitous rather flavorless industrial brewed beer that tasted the same in New York as in Los Angeles and depended on the “Buzz” factor to consume a second drink. It worked ! That is UNTIL a new generation of the most educated demographic in history began to replace the baby boomers and decided they wanted flavor and quality along with the “buzz.” They also wanted something local and more environmentally friendly. Into this vast American market in transformation The Beer Machine was introduced on the
coattails of KMarts and Costco’s Canadian success story.
1993
Audrey Landers, Gold and Platinum recording artist and actress ( Afton Cooper in TV series Dallas ) and sister accomplished actress, Judy Landers (several TV series Vegas, LA Law, Happy Days, Love Boat ) celebrate introducing The Beer Machine on TV in Los Angeles.
1994
People Magazine featured The Beer Machine to hundreds of thousands of People magazine readers as the perfect Father’s Day gift for beer drinking Dads.
1995
Major department stores saw that Father’s Day was so successful that it was only natural that Oktoberfest celebrations and Christmas would also make Santa Claus’s work really easy.
1996
Micro Breweries were growing steadily across America. Beer
consumers were beginning to realize alternatives and that
independence really was possible from the same old tasteless big brand beers. Local and Fresh became the rule to seek and support. USA Today featured The Beer Machine from coast to coast for Independence Day USA 1996.
The appetite of American retailers for new products advertised on television resulted in large orders from department store retailers from every corner of the United States which today have been consolidated into the Macy’s organization. Catalogs, Sky Mall promotions, Sharper Image, and Costco along with thousands of independent retailers throughout the United States drove millions of dollars in retail sales and caught the attention of international markets. New technology, the internet and ecommerce were on the Horizon but at this time 2001 – 2002 after the “Dot Com Bust”, International markets presented
very compelling new opportunities.
World Wide Expansion
1 ) No restrictive regulations against equipment and beer making ingredients !!
2 ) The Beer Machine is the fastest brewing method possible because it performs all the beer making procedures of fermentation, carbonation, and conditioning simultaneously within 7 – 10 days. No bottling or subsequent steps are required.
3 ) Makes All varieties of Craft Beers for less than .75 per serving.
4 ) Generated retail sales volume around the world approaching 100 million dollars.
5) The growth of e-commerce distribution facilities globally has created new international opportunities.
The Distribution Pipeline
The early success with The Beer Machine in the American retail market attracted many international buyers at trade shows and provided an opportunity to not only grow internationally but also eliminated the need to capitalize to support that growth as well as validating assumptions regarding the potential value of the product line. It required substantial more capital to support the growth potential in the North American market and international distributors paid cash before product shipments left the factory. This enabled further growth without further finance.
Kiev, Ukraine
During the subsequent few years, The Beer Machine product line attracted distributors and sales representatives in more than 20 countries. The network of distributors for The Beer Machine product line extends literally around the world. The Craft Beer movement has also had a strong influence and loyal influence in many Global Markets. This is because the fundamental reality is that a beer – any beer tastes best when it is consumed fresh and closest to where it was brewed. Germany with more than 1500 breweries and at least one in every town has long proven this as true.
The Beer Machine product lines network of distributors and retail opportunities throughout the world has evolved along with the changes in retail distribution and most importantly the potential afforded by social media that is continually growing. The ongoing transformation of the beer market to Craft Beers insures many future opportunities. Todays e-commerce enabled websites provide a source of ever expanding inquiries for new markets and growth in both consumers and distributors for The Beer Machine product line.
Chile TV (Spanish)
The growth of Amazon has also provided new opportunities in Asia as well as Europe and in particular the United Kingdom and Scandinavian markets.
The business plan of Global Beerco is based on capitalizing to maximize net revenue by offering an upgrade of the current product line with the IoT (internet of things) technology and pivoting to a social media marketing platform that continues to expand the distribution pipeline The Beer Machine has developed. The simplified process for brewing beer developed with Dr Michael Lewis has been well accepted by consumers around the world as the simplest, fastest and most convenient method of making and enjoying many different flavors and styles of craft brewed beers all at a fraction of retail prices.
Denmark
Poland
Norway
St. Petersburg, Russia
Riga, Latvia
Birmingham, England
In-Country Publicity
In-Store Promotions
Global BeerCo understands what a partnership is – it’s between two parties in one marketing window. You cannot have a
true partnership with several parties in the same market. An example of a very successful retail partnership with The Beer
Machine product line is Target Australia’s 272 store retail promotion for Father’s Day 2011 which exceeded Target’s own
projections by 160%. Sales for Christmas 2011 were well into seven figures with all sales at full retail margin.
Brewmasters Dry Wort
EagleWatch has been providing the Brewmasters Dry Wort™ to the brewing industry since 1992 and because of EagleWatch high volume production the cost of brewing ingredients is very reasonable compared to alternative suppliers. Brewmasters Dry Wort™ is the same ingredients produced by breweries and known as “brewers wort”. The “brewers wort” consists of all the ingredients for fermentation and is made in the “Hot Side” of a brewery. The Brewmasters Dry Wort™ is the same ingredients with ONLY the water removed to provide a stable product that simplifies handling, storage and shipping. For the Beer Machine we pre-blend selected hop varieties, package it in single use quantities, which we call Beer Mix.
At our production facilities, when the brewer’s liquid wort is ready for fermentation, we remove the water so the wort becomes a light powdered mixture which is then delivered as the Brewmasters Dry WortTM or Beer Mix. EagleWatch’s contracts with ISO 9002 certified production facilities are suppliers to several Fortune 500 companies. The powdered Brewmasters Dry WortTM simplifies the creation of an UNLIMITED VARIETY of styles and flavors of beer eliminating high labor preparation and operating costs resulting in our customers maximizing profits.
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