How to pronounce “dogfish” in English

Dogfish Head-- so Sam Adams does 2.7 million barrels a year.Dogfish Head does about 300,000.And so Stone does about 360,000, Bell's is 400,00.

Sierra Nevada was really going gangbusters.Dogfish Head came on line.All these great breweries, but then everything kind of burst.

were here the last time I got to to speak in front of uh in this room uh so I'll do real real brief who who isDogfish our company in the context of the craft brewing community and the beer industry at large uh then I'll jump intothe your continent project and then I'll jump from that into the story around the other beer that we're serving besides

know what ended up being the recipe especially the things that we chose not to consider uh because then really ourDogfish Head had value in this Beyond just the ingredients that we chose it allowed us to get this Glo Globalsourcing of over a hundred ingredients and some theories behind why they might be good in beer and believe me we've

it actually got to retail so a wonderful uh challenge uh but intentionally so andDogfish does this all the time our our we don't want to be just 60-minute brewing company our Flagship beer we'reprobably the only sizable top 20 Craft brewery that high-fives each other when the percentage of our our uh Revenue

for ingredients that don't usually go into beer; all 100 of them had their merits. Really then our job became sort of curators of that recipe, the Google team sat down with theDogfish team and this over 100 list of ingredients and we started whittling it away for what things would work well together. So I forget, can you remember any of the really weird onesthat we had to just throw out immediately? Keith?

that in traditional ingredients so here you have a world where this tradition has Tak hold and so a brewery likeDogfish Head uh comes in and wants to color outside the lines and we'repainted as uh you know uh being a bunch of anarchists but you know which is fine

New Belgium does a million.So Dogfish Head has never before experienced non-double digit growth.

job became sort of curators of that recipe the the Google team sat down withthe dogfish team and this over a hundred uh list of uh ingredients uh and and uhwe started whittling it away for what things uh would work well uh together um

So you could be creative and not suck.from Dogfish, and Vinnie from Russian River Brewing Company.

Sam Calagione: Positive Contact on the duct tape. We sent out four cases around the country on pallets randomly to test that vinyl wouldof Dogfish's size has giant tanks, relatively big tanks outside and we look, to the local community, like a big brewery and there's other much smaller breweries within 100 miles

use and not just Google but technology that is that is accessible to growbecause you know Dogfish whether it was the pan project or today we don't havefocus groups we don't have rooms full of mbas when we're we decide to do a project we just decide to do it

Brewing Company and I've Googled that someone's already got that you can't use that name um but you know there was someconcern because obviously Dogfish had was making the beer all ourselves as professional Brewers and we understoodthat the LI liability was there my hats off to to Google that they still allowed uh this film to to go out there and uh

Central to our approach you know we think that there's a lot of car Good Karma that comes with prioritizingin this Dogfish co-branded uh thing just because of the way we produce and that was a very short conversation because

Central to our approach you know we think that there's a lot of car Good Karma that comes with prioritizingprocess at Dogfish is really democ Democratic We have basically seven people that I sit with I'm the president

So, if we dropped off a case of beer, we actually lost probably--I think I calculated it once, but only once because it was too painful to do again--we were losing about five bucksAnd both Dogfish Head and Victory have already re-brewed, but not yet re-released their versions 'cause we all three brewed it at each one of our three breweries.

Which leads to talking a moment about the Saison du Buff.Sam Calagione from Dogfish Head on the left.Me in the middle and Bill Covaleski of Victory Brewing Company on the right.

So you could be creative and not suck.And I do find Dogfish Head here a little bit but only a couple of their varieties.

So you could be creative and not suck.Male #8: Even Dogfish Head which is fairly aggressive.

the distributors was such that we probably could have made twice as much and still immediately sold it out before it actually got to retail. So a wonderful challenge but intentionallyso and Dogfish does this all the time, we don't wanna be just 60 Minute Brewing Company, our flagship beer, we're probably the only sizable top 20 craft breweries that high fiveseach other when the percentage of our revenue based on our best selling beer goes down in a year. Like, we got down to 47 percent! You know, you get fired if you ran a public company

Sam Calagione: Positive Contact on the duct tape. We sent out four cases around the country on pallets randomly to test that vinyl wouldmale #3: Dogfish Head has a really distinctive look in branding. Do you guys have an in house designer that makes all your labels?

Sam Calagione: Positive Contact on the duct tape. We sent out four cases around the country on pallets randomly to test that vinyl wouldour approach at Dogfish is really there's no use in doing what's already been done.

I had a beer that was once brewed with grilled beef hearts.There was a beer that Dogfish Head did that was brewed with moon dust.Everything is on the table.

Selling out to big brewers.I recently became aware of Dogfish Head's Ancient Ale Wine doing crazy things like resurrecting Nordic grog.

fish heads approach uh to business all these projects are are examples of uh ofcollaboration um so starting with Dogfish we are now 17 years uh young weopen in uh 95 I think I was about 25 years old when we opened and we were the smallest Brew in the country when we

contact me type thing and by the next morning there was a hell yeah we're all home Brewers down here cuz we can't getVeer uh we totally know Dogfish if you send us some some bottles of this we'll take a picture of us on the actual SouthPole drinking it he's like we got this awesome reverse osmosis machine it turns icebergs into awesome water we'll send

the other beer that we're serving besides Urkontinent tonight which is our Positive Contact. And then also kind of weave in just the overall importance of collaboration inour industry but more specifically in Dogfish Head's approach to business. All these projects are examples of collaboration. So, starting with Dogfish, we are now 17 years young. Weopened in '95, I think I was about 25 years old when we opened and we were the smallest brewery in the country when we opened in Rehoboth Beach Delaware. I know there's a number of

I went further into their website world, I found like a 'contact me' type thing and by the next morning there was a "Hell yeah! We're all home brewers down here cause we can'tget beer." Sam Calagione: "We totally know Dogfish; if you send us some bottles of this we'll take a picture of this on the actual South Pole drinkin' it!" He's like, "We got thisawesome reverse osmosis machine that turns icebergs into awesome water, we'll send you that." I was like, alright, I got my ingredient.

Sam Calagione: Go ahead. No? You wanna wait til the end?male #1: What's your favorite Dogfish beer?Sam Calagione: It's usually the one I'm drinking when I'm asked that question.

a gun and the bullet will bounce to the ground uh it was also incidentally a pre-renaissance cure for Syphilis so youuh we also if you go to dogfish.com you can learn a lot about our company um and uh we uh we have tours that you can sign

and even the CEOs of Miller, Coors, and Heineken.Sam Calagione, founder of Dogfish Head said, "Balance-- it's a desired trait in the brewery world, that perfectly comforting zone created through the interplay of hops and barley.Steve Hindy has found the equivalent space as a beer journalist/brewing pioneer in his book, 'The Craft Beer Revolution.'" So here he is.

so we recognize the you know Rising tide floats All Ships component of our nicheof of the the beer industry but collaboration in Dogfish is even more uhCentral to our approach you know we think that there's a lot of car Good Karma that comes with prioritizing

Google searches of ingredients that led to that beer and that recipe. This one, insteadof a bunch of beer geeks from the Google and Dogfish side just sitting down saying, "I like this. I like that," we said why don't we try and make not just, the reference pointof Urkontinent is obviously a global reference point, let's make the actual conceptionalization of the beer as global as possible. So what I'll do is since it's hard for me to talk

ourselves and often time that involves a lot of online research and must much like you know the internet in generalhas been a great leveler on the marketing side of beer a brewery like Dogfish Head can have a social mediaworld that's nearly as robust as the largest breweries we're like I don't know 20 something biggest Brewery in the country but my wife Mariah who runs all

one room sitting there for four nights doing Google searches of ingredients that led to that beer and that recipethis one instead of a bunch of beer Geeks from the Google and Dogfish side just sitting down saying I like this Ilike that we said why don't we try and make not just the the the the reference point of our continent is obviously a

that the LI liability was there my hats off to to Google that they still allowed uh this film to to go out there and uhit's one of the most viewed uh YouTube uh videos that Dogfish has ever made uhso that in itself meant that by the time the orders of this beer uh shipped uh they were already 100% sold out when it

Sam Calagione: So that's an example of that process. So it's really also an example of collaboration not just outside with companies, but collaboration internally within our companyand how the seven of us try to work together to move Dogfish Head in the right direction.So, I learn from them every day. So, the project behind you is one that was pretty unified, yes, that they were behind doing it because it's not a giant label band and because, you

Sam Calagione: Positive Contact on the duct tape. We sent out four cases around the country on pallets randomly to test that vinyl wouldmale #4: You talked a lot about the different ingredients you use at Dogfish, can you talk a little bit about the ways you make beer.

kind of take you through our our Evolution as I mentioned as a company uh you know we started very very small andare now a little less small in the context of the beer industry we Dogfish Head have just less just under 20 12thof 1% of the domestic beer market and the biggest craft Brewer In America which is Boston beer Sam Adams has just

store for $10 they'd have to decant that volume into a Dixie cup uh you know high-end wine goes for hundreds ofdollars a bottle so craft beer really represents this great affordable luxury so Dogfish Head we're still growingwe've averaged 40% Revenue growth over the last I think six years and we're on target to do that again um I'll talk in

uh but uh but Michael Jackson is the world's foremost beer expert a writerbased out of the UK um and he wrote an article about Dogfish Head I think in 98 or 99 for all about beer magazine wherehe basically said hey you know while there might not be any stylistic reference points for what Dogfish Head

answering machine uh but there was another funny one where this guy was like he's like oh me and my buddies areat this bar right now we just want to say we've drunk Dogfish at all night we're just loving your Indian browny allright guys guys is anyone here and so we're pretty

to the barrels that it was in he did some research and figured out that it was in this Palos Santo wood uh which isjust a species of wood that's indigenous to that area and being a dogfish fan hesmuggled the Wood home uh some of it I don't know if it was in his intestines or in a

a gun and the bullet will bounce to the ground uh it was also incidentally a pre-renaissance cure for Syphilis so youpeople that would take a risk on a 12 or $13 four pack of Dogfish Head beer are already people that trust our brand

a brett yeast. Vinnie out at Russian River Brewing uses a lot of wild yeast and bacteria, a lot of barrel aging.He's doing some phenomenal beers. Sam at Dogfish, Tommy Arthur in Southern California in the San Diego area. And in a number of other brewers, Ron Jeffriesat Jolly Pumpkin does a lot. He's in Michigan with wild yeast and bacteria.

So with this, we have over 2,000 breweries that have already claimed their profile on Untappd.Here are some big ones to be named-- New Belgium, Dogfish Head, Deschutes-- all interacting with customers today on Untappd and alsointeracting with other breweries as well to see how they're doing across the board.

that involves a lot of online research. And much like the internet in general has beena great leveler on the marketing side of beer; a brewery like Dogfish Head can have a socialmedia world that's nearly as robust as the largest breweries. We're like, I don't know, the 20 something biggest brewery in the country but my wife, Mariah, who runs all our social

ago cause they were showing the Brew master show down there and they decided that's what they wanted to do with their week's vacation. If these people are gonna come that far tothe brewery then of course they're gonna say, since Dogfish has a reputation for experimentation, of course when they get to the source they're gonna say, "What's new? What haven't I tried?What's just being brewed in your pub right now?" So then these people drove from Brazil

caused by that because, of course, the idea is a Google brewing company and I Googled that, someone's already got that, you can't use that name.Sam Calagione: But there was some concern because, obviously, Dogfish Head was making the beer all ourselves as professional brewers and we understood the liability was there. My hats off to Google that they still allowedthis film to go out there it's one of the most viewed YouTube videos that Dogfish has