Fwd: GF Beer Newsletter

[Guest guest]

Guess what? GF beer is getting ready to launch! YAY!

Hopefully it will be carried at Trader Joe's!

-- Heidi Jean

>

>In this issue, you will find:

>

>1. Preface

>2. Company Progress

>3. Availability

>4. Competition

>5. Housekeeping

>

>We hope you enjoy following our journey through the world of innovation

>and great beer.

>

>*******

>Preface

>*******

>Get ready! Bard’s Tale Beer Company is preparing to launch the world’s

>first craft brewed gluten free beers. For those who are new to the

>newsletter you can read previous editions on the website. Please use

>the link on the home page (www.bardsbeer.com). For those of you have

>been with us for a while, patiently waiting for an update, on behalf of

>the whole team, I would like to extend our sincere apologies for taking

>so long to send out this next installment of our newsletter. The last

>several months have been very hectic as we try to make this a reality.

>So we would like you all to know that we are here and working diligently

>to bring you the world’s best Gluten Free beer so you can satisfy your

>thirsty palate.

>

>***************

>Company Progress

>***************

>We plan on our official launch of the world’s first craft brewed gluten

>free beer, Dragon’s Gold, to be in late July/early August. After years

>of research and development, the beer will be ready, and provided that

>we receive our government approvals in time, we will launch. There are

>several steps to this process and it takes a long time to get the

>permits in hand. When we do, celiacs will once again be able to drink

>craft brewed beer.

>

>Last week we had a write-up in a Connecticut newspaper. You can get to

>the article through this link:

>

>http://www.stamfordadvocate.com/features/scn-sa-zebora2jun02,0,6892838.c

>olumn

>

>The celiac community will be happy to know that one of the reasons for

>our delay has been the insane amount of interest in the pioneering

>research that we have done with gluten-free grains and processing

>techniques in order to produce the beer. From this research we have

>determined that we can make other gluten-free products such as liquid

>sweeteners that can be used in cereals instead of barley malt syrup,

>baby food with higher nutritional value than traditional formulas, and

>sprouted gluten-free flours that should help overcome some of the baking

>limitations we encounter on a daily basis. We have been literally

>bombarded with requests for information from interested parties from

>private businesses to government agencies. We choose to spend the time

>exploring these situations in order to determine how we could help

>improve the overall quality of life for celiacs and non-celiacs alike.

>The cost was a delay in the release of the beer. The benefit is the

>opening of nutritional research frontiers that will serve as the

>foundation technologies for food and beverage processing in the years to

>come. Since our overall goal is providing better lifestyle

>opportunities to the celiac community through products, services and

>research we felt this path was important for the greater good of all.

>We appreciate your ongoing support during this period.

>

>**********

>Availability

>**********

>We receive a lot of emails asking where our beer will be available.

>That’s a fair question, but the truth is that it is really not up to us.

>Our customers will decide. For those that are not aware, here is a

>primer on distribution in the alcohol beverage industry.

>

>The alcohol industry is based upon a 3-tier system. The 3 tiers are

>manufacturers, wholesalers/distributors and retailers. With very few

>exceptions, every State requires that beer goes from a manufacturer to a

>distributor and then to a retailer (liquor store, restaurant, bar,

>etc.). The problem lies in that the distributor has to be convinced

>that the product will sell in order to carry the product in a particular

>area. Since most distributors do not understand celiac disease or its

>prevalence, the time we spend having to educate them significantly

>lowers our effectiveness of getting the beer to you. Since our beer

>tastes as good as other craft brewed beers, our job is a little easier.

>But, truth be told, without the strong showing of support by the celiac

>community it will always be an uphill battle. Therefore, unless the

>celiac community goes to retail establishments and distributors to show

>a strong demand for the beer, we may not be able to get our product to

>you.

>

>In order to help with this process we have posted a couple letters on

>our website (www.bardsbeer.com) on the “News” page that can be printed,

>signed and brought to your local retailers. We ask that, if possible,

>that you concentrate on Wild Oats, Whole Foods, Trader Joe’s, Hy-Vee and

>Outback Steakhouses. The idea for concentrating on these companies is

>that since they have a hierarchy of management, we will get a domino

>effect. In other words if several stores in a region start receiving

>many requests then the regional manager is bound to hear of it. If

>several regional managers hear of it, then headquarters is bound to hear

>it as well. These companies have the purchasing power to get

>distributors to carry products. Then we can get the beer to you. It is

>unfortunate, but the process starts with you. So the more people you

>can enlist, to more successful we will be in getting the beer to you.

>We have added links to these companies on our website, also on the

>“News” page, so you can use their store locators to find a location near

>you.

>

>We have received a couple emails from people stating that they are

>uncomfortable requesting products they have never tried (please see

>competition section below). Unfortunately, that is a catch-22

>situation. It is illegal in most states to ship beer directly to

>customers. Therefore, it is difficult if not impossible to sell beer to

>you by mail order or over the internet. We are aware that there beer

>companies that do ship to customers across state lines, but if they get

>caught, they will lose their permits and be out of business. They are

>taking a risk that we are not willing to take. We hope you can

>appreciate our position.

>

>***********

>Competition

>***********

>First, let us say that competition is good. We like it and we are

>excited that other GF beers are available or soon will be available.

>This is great for the celiac community as well as the beer industry.

>Though as you are all well aware, not all products are created equal.

>

>Our beers are made with 100% GF grains. Other GF beers are made from

>either honey and molasses (technically an alcohol beverage made from

>honey is called a mead and is considered part of the wine family) or raw

>buckwheat and rice syrup. In order to convert the starches of the

>buckwheat into fermentable sugars, industrial enzymes are used; which is

>pretty scary.

>

>Everybody’s tastes are different and so we expect that all the products

>will sell well, but for those looking for beer with a beer taste, aroma,

>and body you will find our product superior (yes we know it doesn’t mean

>much if it’s not available). We don’t use syrups, industrial enzymes or

>additives. Your long wait for craft brewed beer will soon be over.

>

>Remember, if you want beer, please print the letters from our website

>and bring them to your local retailers. The more requests that are

>made, the higher the probability of our being able to get beer to you.

>

>

>Cheers,

>

> Seplowitz

>CEO

>

>************

>HouseKeeping

>************

>If you were forwarded this newsletter by a friend and would like to

>subscribe, you can do so at our web site www.bardsbeer.com

>

>If you would prefer to no longer receive this newsletter please email

>info@... with unsubscribe in the subject line.

>

>******* Internet E-mail Confidentiality Disclaimer ********

>This e-mail message and any attachments may contain privileged or

>confidential information. If you are not the intended recipient, you

>may not disclose, use, disseminate, distribute, copy or rely upon this

>message or attachment in any way. If you received this e-mail message

>in error, please notify the sender immediately by return e-mail and

>delete it from your system.

>

>Bard's Tale Research Co, LLC and its affiliates do not accept liability

>for any errors, omissions, corruption or virus in the contents of this

>message or any attachments that arise as a result of e-mail

>transmission.