Organic Processing Vo1.5 #5

friendly. Next they plan on upgrading to a heat exchanger which stores water heated by the brewing process to be used for cleaning, which is expected to reduce their energy needs by 10,000 gallons of biodiesel a year. But, the ultimate eco-solution that they are striving toward is to create a biomass brewery, allowing them to use their spent grains (or other carbon-neutral sources like wood pellets) as fuel, eliminating their need for fossil fuel altogether. Through a grant they were able to work with the local university to conduct a feasibility “study, and this green brewery is, indeed, possible to create. Because it is very

“I made room for these beers
because they were good, not

“It’s a great experience to team up with other likeminded companies who are trying to reach out to the same type of consumer.”

because they were organic, but

through that experience I was ^{exposed to the value of organic.}” costly, however, it may be a while till they”can put the plan into action.

Packaging. On the packaging side, they are currently using a high level post-consumer recycled board for their six-packs, but this was no easy feat. When Oswald went to his supplier asking for this, they refused, saying that there was a higher chance that the packaging would give way and basically told him it was bad business. “I ended up flat out saying, ‘Just give me the recycled board.’ If I can reduce waste that much by using recycled board, I was willing to take my chances,” he said. “If one six-pack fails because of extreme humidity, then I am sure that customer will let us know and we’ll make it right for them.”

He continued, “If packaging companies were wise they’d realize that there are many companies trying to be sustainable, so why don’t they take this product and sell it to others too? Make it a win, win, win for everyone. But, many times when dealing with these issues, you’re fighting to get people to understand that what you want to do really does makes sense.”

“Plastic Bags Are Stupid” and other Eco-Marketing. Wolaver’s environmental commitment also can be seen in their marketing methods. About seven years ago, long before everyone started selling reusable canvas bags, Wolaver’s was giving organic cotton bags away as a promotion with a big six-pack insert that boldly proclaimed “Because Plastic Bags Are Stupid.” Consumers could also buy bags for $10 and the profits would go straight to the Organic Farming Research Foundation (OFRF). They are still doing this today with variations like apple picking bags for fall or recycled bags for Earth Day.

“We can’t afford to give away kayaks or golf bags like the big guys, but these fit the brand and communicate our message without being preachy,” Oswald said.

For another Earth Day promotion, they gave away 30 Neuton battery-powered lawnmowers and offered a $50 off coupon on their website as a consolation prize for those who didn’t win. “Organic beer and clean, quiet battery-powered lawnmowers, they just go together,” Oswald said.

Lastly, but Above All, It’s Gotta Taste Great

Although organic, local and green are important elements in the Wolaver’s brand, it all comes back around to what drove Wolaver to start his company in the first place—great tasting beer. Wolaver and Oswald have seen the taste of their beer build bridges, winning over crossover customers and disbelieving distributors.

Ironically, Oswald was one of those hard-to-win-over distributors before he started working for Otter Creek, and ultimately Wolaver’s. Working as the craft beer specialist for a Budweiser group, he got a call from a Wolaver’s sales rep one day asking him to try his new organic beer.

“I told him not to waste his time coming to see me. I wasn’t interested in an organic beer. I was dead set against it. But he told me he was coming to town anyway so I let him stop by with samples. I really liked them for their quality and uniqueness,” he said. “I made room for these beers because they were good, not because they were organic, but through that experience I was exposed to the value of organic.”

Now Wolaver sees others crossing over through beers like their Oatmeal Stout, which was created in part to bring in the serious stout drinkers. “I picture someone drinking it and thinking ‘wow this is really good beer, and then turning it around, reading the label and finding out more about organic farming, sustainability and local sourcing. Each time that happens, I know I have succeeded in doing what I set out to do.”