As I mentioned last week, I’m going to be posting bits and pieces that, due to space constraints, didn’t make it into the 2012 Annual Guide. In this outtake, Todd Marcus, brewmaster at Cape Cod Beer, talks about how he cleaned draught lines to get his foot in the door, the brewery’s community-first ethos, and why I shouldn’t have tossed my plastic cup in the trash after a beer tasting.
I usually say I was gathering intelligence along the way (while I was working for Hyannisport Brewing Company). I even went so far as to work part-time for another local business that was involved in draught line cleaning so I could get into these bars and restaurants on the Cape, talk to the managers and bartenders, learn about their draught systems, what worked and didn’t work, what they liked in the beers that were on tap and what they didn’t like. It allowed me some nice ins later on, after Hyannisport Brewing Company closed, when I would say, “Remember when I was here to clean your draught lines and said that I was thinking about opening a brewery some day? Well, here it is, here’s my beer. What do you think?”
Cape Cod Beer started with Red and IPA. Originally, you could only get the IPA if you had the Red on tap. Having the Red and IPA together meant that if a customer tried the IPA and didn’t like it, but they were still somebody who was interested in trying a craft beer, that they’d try the Red and they’d be happy and satisfied with it. To this day, Cape Cod Red still accounts for more than half of our sales.
Recycling is huge for us—it’s a major part of who we are. We typically put out about one big black bag of trash from the brewery every week. Just about everything else from here gets recycled—all of our plastics, all of our metals. To be perfectly honest, I’m going to go pick up that plastic cup you threw in the trash on the way in here and I’m going to put it in the recycling bin. It’s not your fault. It’s just one of the things I’m going to do.
People know that if they’re going to drink our beer, that money they spent is going to stay here on Cape Cod. I’m going to get my paycheck and I’m going to go to the local hardware store, the local jeweler, the local optician. What comes around goes around.
If you look at our brewery’s retail shop—the books, the candles, the coffee, all that stuff—75 cents of every dollar we spent on retail items last year went to someone on Cape Cod. Now, nobody on Cape Cod is combing cotton to make a T-shirt obviously, but at the very least we’re using local screenprinters, local embroiderers, and as many locally sourced items as we can. We’re a great tourist destination, and we’re trying to help these cottage industries by giving them an outlet. We want to say, “We appreciate what you’re doing, trying to live here and enjoy what Cape Cod has to offer, and that you’re trying to make a living doing what you love as well.” Hopefully, as a result, those people are drinking Cape Cod Beer.