There’s no doubt that we’ve learned a ton in the process of starting a brewery. With most of us here at Braxton coming from industries other than beer, I often share some of the things that stand out to me as the most interesting things learned in conversation with others. Today’s blog post might be the most interesting learning of 2015.
You see, we love our brand. We love everything about it – how it looks, how it feels, and how it communicates everything from our company’s history and vision to products and services. As we grow, we look for unique ways to bring this brand to life, but there’s one thing that’s been bothering me since we launched our brand, and that’s our tap handle.
To truly understand where I’m coming from I wanted to provide a brief history of this seemingly meaningless stick at bars and restaurants. You see, in 1933, after Prohibition it was fairly common for bars to advertise a certain beer, but pour customers a different, lower-quality one. Once the government got hold of this news, they passed a law requiring bars to identify the beers served on tap. Which led to breweries creating ball knobs with their logos as tap markers. Later, breweries realized the marketing potential for these handles and started crafting bigger, more attractive ones.
When we launched, we were so excited about making a unique tap handle that we brought our iconic hop eagle to life in 3D form through 3D printing. The handles were heavy, and seemingly broke at the pull of a pint. Even more so, they were incredibly expensive to produce which leads me to the mind blowing learning – just how expensive tap handles are. Not only that, they seem to get lost frequently, or broken.
We then replaced our 3D printed handle with the blade we’ve used today. These blades served a purpose, but they were quite lackluster on the tap only showcasing the beer brand in a standard shape. However, i’m thrilled to finally say that our new handles are finally in! Over the past six months we’ve been working to bring that Hop Eagle to life while showcasing our beer brands, and we think we’ve done just that!
Over the next few weeks, you’ll begin to see these beautiful new handles pop up at all of our bar and restaurant partners. We couldn’t be more excited about finally having a tap handle that fits in with our brand. We hope you enjoy them as much as we do!