Call it a bit of myopia combined with poor planning 🙁
There’s nothing more painful than working to build a brand and then basically flushing it down the toilet as it’s starting to take hold but sometimes the landscape changes and you have to change with it, especially if it means only a temporary setback in the present necessary to facilitate greater success in the future. This is one of those times.
Like so many craft beer-centric endeavors of yore, BeachinBrews.com was an idea for a stereotypical beer blog that originated between neighbors over a couple of cold ones back around 2012. Unfortunately, like so many ill-conceived, alcohol fueled illusions of grandeur, it went exactly nowhere for quite some time; long after domains were purchased, hosting acquired and hours were spent creating logos and other branding collateral slated to be the next big [no]thing. On the bright side, a lot of good damn beer was consumed in the process.
Fast forward a couple years and neighbors move away, priorities change and other pursuits command attention but the one thing that remained constant was the quest for, and consumption of, good damn beer. Then one day during a lull in my professional exploits I realized that the craft community had swelled considerably since I was first introduced and at some point, in a moment of craft beer-induced clarity (When was the last time you heard THAT group of words strung together?), I realized there was a feasible path forward for a legitimate foray into the culture, and not via the “same old, same old”. After all, why would I even want to compete with folks already killing it covering local craft? The answer and general recipe for success as is true in most any industry is to identify a void, then fill it.
Huh… I know a thing or two about video production…
So, about a year ago I decided to resurrect my “professional” pursuit of San Diego craft using the digital infrastructure already in place for BeachinBrews but with video as the cornerstone. Even then the little marketing voice inside was telling me that this was not the right brand to represent what was in reality a completely different concept than originally intended but again, the infrastructure was already there and I wanted to get moving immediately. Corner officially CUT 🙁
A few months and countless beers later, the Inside The Craft moniker emerged as the correct and obvious choice for what we’re trying accomplish but the BeachinBrews brand was already doing respectably on Facebook and Twitter (not to mention I already had the shirts) so for a time I thought I could just maintain it as the controlling body responsible for production of Inside The Craft. Insert game show buzzer here indicating a wrong answer and loss of cash and prizes. Crap.
This brings us to the present and the arduous task of attempting to “move” everyone over to Inside The Craft so that the catchy but somewhat ambiguous BeachinBrews (John Q. Public keeps asking me if it’s a bar when they see my shirt) can go back to taking it easy until such a time I can find something else to do with it.
So yeah… Facebook, Instagram, Twitter and your emails. Help me let BeachinBrews go quietly into the good night and redirect your digital appendages over to Inside The Craft.
You’ll be glad you did and I’ll sleep a lot better 😉