In the early days of the Veteran Beer Company, I met with a wide range of industry experts in an effort to validate the concept. From the household names of the beer world to the marketing wizards who create the campaigns that are a part of the daily landscape in America, I was lucky enough to sit down and chat with some of the greatest talent in brewing. (I am pleased to say that to a person, they all loved, were inspired, and even a little intimidated by our concept.)
One of the regular marketing exercises that helps brands to develop an identity is the question, “If your brand were a single person in history, who would you like it to be?” I had my answer ready — Neil Armstrong. I’ve written about him before (and likely will again) because he embodied the characteristics we seek for the Veteran Beer Company. We’d like to be game-changers (for Veteran hiring). We aspire to be inspiring, humble, precise, and unflappable. I thought of Neil Armstrong today because we’re now fewer than 100 days from product release, and I feel that we’re accelerating towards launch, just as astronauts closing in on a celestial body accelerate as they draw nearer. We have the start dates for the initial batch’s brewing. We have delivery dates to distributors in two states. Now we’re making calls on individual retail accounts and setting up launch events.
Our lead brewer, Eric, is doing one more round of visit with some of the best-known brewers in America as he puts the final touches on his recipes before we release to the public the beers that will ever after be identified with the Veteran Beer Company. Mike, our CFO, is busily churning numbers with our investors, ensuring we’re in the best position possible to hire as many Veterans as we can as quickly as we can after launch. Jim’s working with the regulating agencies to make sure everything—from our recipes to our labels to our ownership—meet with federal approval. As it draws closer, the gravity of November 11, 2013 is accelerating everything.
These are exciting times for VBC.