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'''A specialized microbrewery and event space in Lane County, Oregon'''
'''A specialized microbrewery and event space in Lane County, Oregon'''
[[File:Arablebrewingcompanylogo.png|thumb|200x200px]]


== Summary ==
== Summary ==
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== Opportunity ==
== Opportunity ==
[[File:F4179acc5b09e8fd84edf81f8dedf66d591112c.png|300x300px]]


'''Lowell, Oregon'''
== Lowell, Oregon ==


=== A historic town poised for expansion ===
=== A historic town poised for expansion ===
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== Concept ==
== Concept ==


=== A microbrewery with a unique indoor/outdoor environment and food from rotating local food trucks ===
== A microbrewery with a unique indoor/outdoor environment and food from rotating local food trucks ==
Arable is committed to always being fully transparent in our business practices. During the site-planning phase in Lowell, we discovered that the infrastructure available for lease cannot support the daily functions of a production brewery. We have identified a site in Eugene that is move-in ready and can sustain a production brewery. We plan to have our brewery/production site in Eugene, along with a temporary tasting room.
Arable is committed to always being fully transparent in our business practices. During the site-planning phase in Lowell, we discovered that the infrastructure available for lease cannot support the daily functions of a production brewery. We have identified a site in Eugene that is move-in ready and can sustain a production brewery. We plan to have our brewery/production site in Eugene, along with a temporary tasting room.


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== Details ==
== Details ==


=== '''A year-round drink, food, and event space''' ===
== A year-round drink, food, and event space ==


==== The beer ====
=== The beer ===
Founding Brewmaster Chris Archer will manage the brewing process. Chris plans to brew a variety of beers, including IPAs, stouts, pale ales, porters, lagers, Belgians, and sours.
Founding Brewmaster Chris Archer will manage the brewing process. Chris plans to brew a variety of beers, including IPAs, stouts, pale ales, porters, lagers, Belgians, and sours.


==== The space ====
=== The space ===
We will be able to bring the community together in the family friendly environment that we will create in both our temporary tasting room in Eugene and our future tasting room out in Lowell. The 25–30 seat front of the house (with additional standing room) will be complemented by additional outdoor seating, which will be covered and heated for year-round use.
We will be able to bring the community together in the family friendly environment that we will create in both our temporary tasting room in Eugene and our future tasting room out in Lowell. The 25–30 seat front of the house (with additional standing room) will be complemented by additional outdoor seating, which will be covered and heated for year-round use.


Our concept is clean and simple, with a lived-in natural feel that elevates the beer, fosters community, and nurtures a connection. We will establish Arable’s tasting room in Lowell as a destination spot for locals and tourists alike to visit.  We also plan to work with the food truck community to set up rotating trucks to provide food at the tap room.
Our concept is clean and simple, with a lived-in natural feel that elevates the beer, fosters community, and nurtures a connection. We will establish Arable’s tasting room in Lowell as a destination spot for locals and tourists alike to visit.  We also plan to work with the food truck community to set up rotating trucks to provide food at the tap room.


==== On-site events ====
=== On-site events ===
Additionally, events are essential in promoting economic activity and building off new or continuing initiatives—they bring the community together, and also encourage people to spend money locally. Events show outsiders that the community is alive; things are happening and people care. We plan to have events, events, events!  
Additionally, events are essential in promoting economic activity and building off new or continuing initiatives—they bring the community together, and also encourage people to spend money locally. Events show outsiders that the community is alive; things are happening and people care. We plan to have events, events, events!  


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* Local events in the Lowell area
* Local events in the Lowell area


==== Off-site events ====
=== Off-site events ===
Arable plans on building a mobile tap unit. Once we have opened the tasting room out in Lowell, we plan to stage the tap unit at the lake during special boating events and local events in town to serve our beers. We will also be able to set the tap unit up at other festivals around Oregon. This will help expand Arable's visibility to a wider market base.  
Arable plans on building a mobile tap unit. Once we have opened the tasting room out in Lowell, we plan to stage the tap unit at the lake during special boating events and local events in town to serve our beers. We will also be able to set the tap unit up at other festivals around Oregon. This will help expand Arable's visibility to a wider market base.  


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== Business model ==
== Business model ==


=== A community-focused business model ===
== A community-focused business model ==
The vision of Arable is centered around the community of the tasting room and on-premise sales. This will allow the business to have an immediate and direct connection with its patrons. The company will derive sales from the sale of beer, wine, food, and merchandise.
The vision of Arable is centered around the community of the tasting room and on-premise sales. This will allow the business to have an immediate and direct connection with its patrons. The company will derive sales from the sale of beer, wine, food, and merchandise.


==== ''Beer:'' ====
''Beer:''
 
The company will sell high-gravity and low-gravity beers. High-gravity beers include IPAs and stouts and will be sold for between $6 and $7. The average cost of goods sold percentage for high-gravity beer is roughly 12%. Low-gravity beers include pilsners and lagers, and the company will sell them for between $4 and $5 per pint. The average cost of goods sold percentage for low-gravity beer is roughly 8%.  
The company will sell high-gravity and low-gravity beers. High-gravity beers include IPAs and stouts and will be sold for between $6 and $7. The average cost of goods sold percentage for high-gravity beer is roughly 12%. Low-gravity beers include pilsners and lagers, and the company will sell them for between $4 and $5 per pint. The average cost of goods sold percentage for low-gravity beer is roughly 8%.  


==== ''Wine:'' ====
''Wine:''
 
Arable will sell wines from local Oregon wineries, with a rotating selection of 3 or 4 varieties. It will sell the wine by the glass with an average price of $8 per glass. The estimated cost of goods sold percentage for this revenue segment is estimated to be 37.5%
Arable will sell wines from local Oregon wineries, with a rotating selection of 3 or 4 varieties. It will sell the wine by the glass with an average price of $8 per glass. The estimated cost of goods sold percentage for this revenue segment is estimated to be 37.5%


==== ''Food and non-alcoholic beverages:'' ====
''Food and non-alcoholic beverages:''
 
The company will not have a full kitchen in the tasting room, but it will offer a variety of cold foods, bags of chips, and soups and chilis. Once we have opened the tasting room out to Lowell, Arable Brewing will also work with the Dexter Lake Club’s Rattlesnake BBQ restaurant to provide several of their pre-made sandwiches. The average cost of goods sold is expected to be 80%.
The company will not have a full kitchen in the tasting room, but it will offer a variety of cold foods, bags of chips, and soups and chilis. Once we have opened the tasting room out to Lowell, Arable Brewing will also work with the Dexter Lake Club’s Rattlesnake BBQ restaurant to provide several of their pre-made sandwiches. The average cost of goods sold is expected to be 80%.


==== ''Merchandise:'' ====
''Merchandise:''
 
Arable will sell branded merchandise that includes t-shirts, sweatshirts, hats, and stickers. The average price of merchandise will be $30.  
Arable will sell branded merchandise that includes t-shirts, sweatshirts, hats, and stickers. The average price of merchandise will be $30.  


[[File:10efde2a2dba50ad00e509328c79f152347986a8.png]]
=== ''Locations & Facilities'' ===
 
[[File:6eed7ef05704deae0e9fb10c73107d90bec3982.png]]
 
=== Operations plan ===
 
==== ''Locations & Facilities'' ====
The company will lease one space in Eugene that will house both its brewhouse and the tasting room. This unique model will give patrons the ability to be “in the brewery” while drinking the beer that was brewed there. Once the infrastructure is available for us in Lowell, we plan to open a tasting room in downtown Lowell, creating a destination spot for locals and tourists alike to visit.  
The company will lease one space in Eugene that will house both its brewhouse and the tasting room. This unique model will give patrons the ability to be “in the brewery” while drinking the beer that was brewed there. Once the infrastructure is available for us in Lowell, we plan to open a tasting room in downtown Lowell, creating a destination spot for locals and tourists alike to visit.  


The Eugene site is virtually move-in ready. Arable will need to make a few leasehold improvements to the space totaling $21,500. The company has submitted an LOI to the property landlord, and will have an executed lease for the property before the closing and disbursement of the start-up financing.
The Eugene site is virtually move-in ready. Arable will need to make a few leasehold improvements to the space totaling $21,500. The company has submitted an LOI to the property landlord, and will have an executed lease for the property before the closing and disbursement of the start-up financing.


==== ''Staffing'' ====
=== ''Staffing'' ===
The founders of Arable will solely handle the operations of the business in the first year of operation, with the exception of part-time seasonal tasting room staff. In his position at the Eugene brewery, Ninkasi, Chris operates a brewhouse and cellar of the same size on his own. He also manages the beer from conception to packaging. With this knowledge, Arable feels confident Cam and Chris can manage every aspect of making beer from start to finish while ensuring the highest quality.  
The founders of Arable will solely handle the operations of the business in the first year of operation, with the exception of part-time seasonal tasting room staff. In his position at the Eugene brewery, Ninkasi, Chris operates a brewhouse and cellar of the same size on his own. He also manages the beer from conception to packaging. With this knowledge, Arable feels confident Cam and Chris can manage every aspect of making beer from start to finish while ensuring the highest quality.  


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# In year three, Arable will hire one full-time and two part-time tasting room staff members. It will also hire a full-time cellarman.
# In year three, Arable will hire one full-time and two part-time tasting room staff members. It will also hire a full-time cellarman.


==== ''Equipment & tools'' ====
=== ''Equipment & tools'' ===
Arable Brewing will purchase the furniture, fixtures, and equipment that it will need for its operation. The total cost of these items is expected to be $142,550 and includes everything needed for both the brewhouse and the tasting room. The furniture, fixtures, and equipment that will be purchased includes:
Arable Brewing will purchase the furniture, fixtures, and equipment that it will need for its operation. The total cost of these items is expected to be $142,550 and includes everything needed for both the brewhouse and the tasting room. The furniture, fixtures, and equipment that will be purchased includes:
{| class="wikitable"
{| class="wikitable"
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The above are examples of the high-level capital purchases that we will need to make in year 1.
The above are examples of the high-level capital purchases that we will need to make in year 1.


==== ''Distribution'' ====
''Distribution''
'''''Arable will not be partnering with any third party distributors. We will only self-distribute draft beers to selective establishments and collaborative partners. Third-party distribution is expensive, and they do not have the brewery's best interests in mind.'''''
 
''Arable will not be partnering with any third party distributors. We will only self-distribute draft beers to selective establishments and collaborative partners. Third-party distribution is expensive, and they do not have the brewery's best interests in mind.''


=== Financial plan ===
=== Financial plan ===
''Key assumptions''


==== ''Key assumptions'' ====
The assumptions used in the creation of the financial forecast are based on the extensive firsthand experience of the founders. Two of the founders have 16 years of experience working in craft breweries, with both having worked at the largest brewery in the region. The owners have used this experience to develop the realistic revenue, expense, and profit projections found in the forecast.
The assumptions used in the creation of the financial forecast are based on the extensive firsthand experience of the founders. Two of the founders have 16 years of experience working in craft breweries, with both having worked at the largest brewery in the region. The owners have used this experience to develop the realistic revenue, expense, and profit projections found in the forecast.


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In order for Arable to be successful, we must be able to produce top-quality beers of all styles. An essential part of being able to make that happen is a quality brewing system. This will allow our team to have better temperature control and yield better volumes. This will require capital to purchase the necessary equipment. This is a list of top-level equipment essential to our success. This equipment pricing was an average of prices from the brewery supply website probrewer.com.
In order for Arable to be successful, we must be able to produce top-quality beers of all styles. An essential part of being able to make that happen is a quality brewing system. This will allow our team to have better temperature control and yield better volumes. This will require capital to purchase the necessary equipment. This is a list of top-level equipment essential to our success. This equipment pricing was an average of prices from the brewery supply website probrewer.com.


[[File:2821bb73fdeac4be28c053a6c3ed32fc2d2ea8e.png]]
* 5 bbl Brew System = $65,000.00  
 
* Equipment shipping costs= $5,000  
* 5 bbl Brew System = $65,000.00
* Keg shells= $3,500  
* Equipment shipping costs= $5,000
* Keg washer= $4,000  
* Keg shells= $3,500
* Mill = $500.00  
* Keg washer= $4,000
* TC Clamps = $1,000.00  
* Mill = $500.00
* TC Gaskets = $300.00  
* TC Clamps = $1,000.00
* Hoses = $600.00  
* TC Gaskets = $300.00
* Process Pumps = $1,000.00  
* Hoses = $600.00
* Air Compressor = $1,000.00  
* Process Pumps = $1,000.00
* Glycol System = $9,000.00  
* Air Compressor = $1,000.00
* Wort Chiller = $1,000.00  
* Glycol System = $9,000.00
* CO2 Valves = $450.00  
* Wort Chiller = $1,000.00
* Carbonation Stones = $300.00  
* CO2 Valves = $450.00
* O2 valves = $100.00  
* Carbonation Stones = $300.00
* Boiler = $10,000.00  
* O2 valves = $100.00
* Scale = $200.00  
* Boiler = $10,000.00
* Fermentation vessels 5bbl = $12,500.00  
* Scale = $200.00
* Water hoses = $300.00  
* Fermentation vessels 5bbl = $12,500.00
* Buckets = $50.00  
* Water hoses = $300.00
* Mash paddle = $100.00  
* Buckets = $50.00
* Rubbermaid trash cans = $250.00  
* Mash paddle = $100.00
* Big buckets = $100.00  
* Rubbermaid trash cans = $250.00
* Ladders = $300.00  
* Big buckets = $100.00
* Equipment cost total estimate=$116,550
* Ladders = $300.00
* '''Equipment cost total estimate=$116,550'''


Revenue by Month
Revenue by Month
[[File:E2ad593448a02a80eb27131cc66e7cd6546438d2.png]]


Expenses by Month
Expenses by Month
[[File:E14455b6286e021ef5c677cd263922c2e3ee8cab.png]]


Net Profit (or Loss) by Year
Net Profit (or Loss) by Year
[[File:A5df1710bf85c77ac9e46d0662f8c3c5f6c0b2a.png]]


Projected Profit and Loss
Projected Profit and Loss
[[File:30466e0cf0cba747e6cc144e947c168a2c5ad09c.png]]


Projected Balance Sheet
Projected Balance Sheet
[[File:8d65e037b50c02c31592fc523b049b4d5d4861e.png]]


Projected Cash Flow Statement
Projected Cash Flow Statement


[[File:79608360c9f7f2f8b4c161ba146a480faa0e89b9.png]]
== Traction ==


== Traction ==
== Building the ==


=== Building the Arable Brewing brand ===
== Arable Brewing brand ==
[[File:B43f7c2d880adf43eeb93c405b0a18e12c5fcef6.png|437x437px]]
We have hosted numerous "pop-up" sample tasting events that were very successful. We have a growing fan base that is always excited to try what we come up with next.
We have hosted numerous "pop-up" sample tasting events that were very successful. We have a growing fan base that is always excited to try what we come up with next.


Our last event drew approximately 100 guests.
Our last event drew approximately 100 guests.
[[File:712a3a0f4b51e05e511b4fe3d249661a104122c7.png]]


== Market ==
== Market ==


=== Targeting Eugene and surrounding areas in Lane County ===
== Targeting Eugene and surrounding areas in Lane County ==
According to the United States Census Bureau, Lane County is home to 373,340 residents with a median annual household income of $52,426 and a mean annual household income of $70,956.
According to the United States Census Bureau, Lane County is home to 373,340 residents with a median annual household income of $52,426 and a mean annual household income of $70,956.


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== Customers ==
== Customers ==


=== Arable will be well-situated to serve these core groups ===
== Arable will be well-situated to serve these core groups ==


* Local workforce
* Local workforce
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=== Unique opportunities that occur weekly, monthly, and annually ===
=== Unique opportunities that occur weekly, monthly, and annually ===
[[File:61b4032a05ffde88a374b7127bd1fd9c3e31f43.png]]
 
* Dexter Reservoir is a very popular destination for boaters, swimmers, hikers and nature walks.
* Dexter Reservoir is a very popular destination for boaters, swimmers, hikers and nature walks.
* Lowell state recreation site
* Lowell state recreation site
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== Competition ==
== Competition ==


=== Filling a need in the Lowell community ===
== Filling a need in the Lowell community ==
Currently, locals have to drive 20–30 minutes for a craft brewery experience similar to what we will be providing:
Currently, locals have to drive 20–30 minutes for a craft brewery experience similar to what we will be providing:


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Once the tasting room has opened in Lowell, our competition will consist of other local establishments that sell beer for immediate on-premises consumption. These include:
Once the tasting room has opened in Lowell, our competition will consist of other local establishments that sell beer for immediate on-premises consumption. These include:


==== Dexter Lake Club ====
Dexter Lake Club
 
This bar offers beer and cocktails and an outdoor patio in Dexter, 2.7 miles outside of Lowell. It also has an affiliated barbecue restaurant attached. The restaurant serves barbecue chicken, pork, brisket platers, and sandwiches. Food prices range from $8 to $32.
This bar offers beer and cocktails and an outdoor patio in Dexter, 2.7 miles outside of Lowell. It also has an affiliated barbecue restaurant attached. The restaurant serves barbecue chicken, pork, brisket platers, and sandwiches. Food prices range from $8 to $32.


==== Buckhorn Tavern ====
Buckhorn Tavern
 
This establishment is located 3.3 miles from Lowell and offers domestic, import and craft beer, cocktails, and food. It is open for lunch and dinner and features video lottery machines and pool tables. The tavern services a variety of food, including appetizers, seafood, burgers, and sandwiches. Food prices range from $4 to $12.75.
This establishment is located 3.3 miles from Lowell and offers domestic, import and craft beer, cocktails, and food. It is open for lunch and dinner and features video lottery machines and pool tables. The tavern services a variety of food, including appetizers, seafood, burgers, and sandwiches. Food prices range from $4 to $12.75.


==== Hilltop Bar & Grill ====
Hilltop Bar & Grill
 
This establishment is located 10 miles from Lowell in Pleasant Hill. It offers a variety of beers, including craft IPAs, pilsners, and stouts. It sells growlers and twistee cans so customers can take beer to go. Beer prices range from $5 to $12. Its food menu is extensive and includes small plates, sandwiches, soups, salads, and entrees. Food prices range from $7 to $26.
This establishment is located 10 miles from Lowell in Pleasant Hill. It offers a variety of beers, including craft IPAs, pilsners, and stouts. It sells growlers and twistee cans so customers can take beer to go. Beer prices range from $5 to $12. Its food menu is extensive and includes small plates, sandwiches, soups, salads, and entrees. Food prices range from $7 to $26.


==== Round Up Saloon ====
Round Up Saloon
 
This establishment is located in Creswell, roughly 18 miles from Lowell. It offers a few craft options, Mirror Pond, Hefewizen, in addition to several domestic beers; Budweiser, Bud Light, Coors, Coors Light, PBR and Busch Light. It has a small food menu consisting of pizza, burgers, and appetizers. It also offers nightly dinner specials. Its food prices range from $7 to $9.50.
This establishment is located in Creswell, roughly 18 miles from Lowell. It offers a few craft options, Mirror Pond, Hefewizen, in addition to several domestic beers; Budweiser, Bud Light, Coors, Coors Light, PBR and Busch Light. It has a small food menu consisting of pizza, burgers, and appetizers. It also offers nightly dinner specials. Its food prices range from $7 to $9.50.


==== 3 Legged Crane Pub & Brewhouse ====
3 Legged Crane Pub & Brewhouse
 
This establishment is located roughly 24 miles from Lowell. 3 Legged Pub brews onsite, strictly Casked Condition Ales. They serve lunch and dinner items that include soups, salads and burgers. Food items range in price from $4 to $15.
This establishment is located roughly 24 miles from Lowell. 3 Legged Pub brews onsite, strictly Casked Condition Ales. They serve lunch and dinner items that include soups, salads and burgers. Food items range in price from $4 to $15.


==== The Corner ====
The Corner
 
This is a local bar and grill located in Oakridge. The establishment is roughly 24 miles from the proposed location of Arable Brewing. It serves lunch and dinner items that include burgers, burritos, and sandwiches. Food items range in price from $6.95 to $9.95.  
This is a local bar and grill located in Oakridge. The establishment is roughly 24 miles from the proposed location of Arable Brewing. It serves lunch and dinner items that include burgers, burritos, and sandwiches. Food items range in price from $6.95 to $9.95.  


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== Vision and strategy ==
== Vision and strategy ==


=== Producing and selling 5,394 gallons of beer in 2022 ===
== Producing and selling 5,394 gallons of beer in 2022 ==
With a planned opening in Fall 2022, Arable expects to produce and sell approximately 174 barrels (5,394 gallons) of beer in 2022. We expect to scale to approximately 261 barrels in 2023, and 320 barrels in 2024. We will achieve this growth through on-premise sales of draft and specialty bottled and can beers. In years 2 and 3, we will look into self-distributing draft and packaged beer to local and craft-focused bottle shops and markets.
With a planned opening in Fall 2022, Arable expects to produce and sell approximately 174 barrels (5,394 gallons) of beer in 2022. We expect to scale to approximately 261 barrels in 2023, and 320 barrels in 2024. We will achieve this growth through on-premise sales of draft and specialty bottled and can beers. In years 2 and 3, we will look into self-distributing draft and packaged beer to local and craft-focused bottle shops and markets.


== Founders ==
== Founders ==
[[File:Cam Wells .png|250x250px]]
'''Cam Wells'''


== Cam Wells ==
Co-Founder & CEO
Co-Founder & CEO


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It has always been Cam's dream to work for himself and utilize the skills he has obtained over the years. It was when he started working at the brewery that he found his calling to help start and run his own brewery. With the combined skills of his partners and himself, Cam feels that given a realistic opportunity Arable can be very successful.
It has always been Cam's dream to work for himself and utilize the skills he has obtained over the years. It was when he started working at the brewery that he found his calling to help start and run his own brewery. With the combined skills of his partners and himself, Cam feels that given a realistic opportunity Arable can be very successful.


[[File:Chris Archer.png|250x250px]]
== Chris Archer ==
 
'''Chris Archer'''
 
Co-Founder & Founding Brewmaster
Co-Founder & Founding Brewmaster


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After 10 years in the industry, involved in every aspect of production, Chris is excited to share his love and passion for beer with the world. Along with his stellar team, Chris looks forward to bringing Arable Brewing to life.
After 10 years in the industry, involved in every aspect of production, Chris is excited to share his love and passion for beer with the world. Along with his stellar team, Chris looks forward to bringing Arable Brewing to life.


[[File:Amy Wells.png|250x250px]]
== Amy Wells ==
 
'''Amy Wells'''
 
Co-Founder & CFO
Co-Founder & CFO


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Amy has dreamed of owning and operating her own business ever since her family's business closed. With the combination of their team, the skills, and the passion to succeed, Arable's success is inevitable.
Amy has dreamed of owning and operating her own business ever since her family's business closed. With the combination of their team, the skills, and the passion to succeed, Arable's success is inevitable.


=== Company history ===
Company history
 
Cam, Chris and Amy's dream of starting a brewery together was born about 6 years ago. We bought a 1 barrel "nano" brewing system to develop recipes and of course, enjoy the delicious beers we would be making. From Cam and Amy's garage, we have produced over 100 different beer recipes over the last 6 years.  
Cam, Chris and Amy's dream of starting a brewery together was born about 6 years ago. We bought a 1 barrel "nano" brewing system to develop recipes and of course, enjoy the delicious beers we would be making. From Cam and Amy's garage, we have produced over 100 different beer recipes over the last 6 years.  


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