Everything You Need To Know About The Great IPA Shortage Of 2015
An interview with CMBC leaders Ryan Krill and Chris “Hank” Henke, about running out of their flagship beer, Cape May IPA, just in time for Memorial Day…
1. What happened? Ryan: Yesterday, I was out on the road all day. I had a meeting with Senator Peter Barnes, I was in New York and I’d been in Philly the night before, so I was gone and trying to deal with different crises all day… and then Chris called me when I was about 20 minutes out and said: “There’s a shitstorm brewing.” We were out of IPA, and we had orders for 26 halves and 11 sixtels.
2. How did it happen? Ryan: We have a lot of beer, we’re just selling it. It’s all flying out the door, and it just kind of caught us off guard. The white board where we write them down isn’t even big enough to handle all the orders coming in. Chris: If we could have started brewing in the new brewhouse a week earlier, we would have been fine, but installation got delayed. What are you going to do?
2. Who can we blame? Andrew? He always looks kind of guilty. Chris: Let’s blame our accounts for ordering too much beer!
3. Are you “hopping” mad that it happened? Ryan: At least it’s not our flagship beer… oh, wait.
4. What’s the silver lining here? Ryan: We know we’re reliable and we can deliver on our promises. I came in and worked with [sales reps] Justin and Richie, and we had a little triage unit to figure out which accounts have to get the beer now and which orders we can delay slightly. We’re kegging the IPA on Tuesday, so the beer will be available very soon. Some people can wait, and some are happy to take something else in the meantime. Chris: We have 90 barrels of it, almost ready to rock. And when it’s delivered, it’s going to be ridiculously fresh.
5. For those who can’t bear to be without the Cape May IPA this weekend, what do you recommend as a comparable beer? Chris: We still have the Coastal Evacuation, our double IPA, on tap.
6. Will you miss these kind of growing pains when you hit the big-time and Budweiser is trying to buy you out? Ryan: Chris says I keep telling myself that. It is part of the charm of operating a small business, putting out these fires, so long-term, I think that I’m going to miss it. Chris: Uh, no. I won’t miss it. There’s other things to stress out about! But it’s kind of a good problem to have, right? We’re selling all the beer we have. And the sales team did a good job of calling up the accounts and talking it out.
7. How many IPA accounts are we talking about, exactly? Chris: There was 28 on the board yesterday. Add however many would have been added today, and you’re probably talking close to 40.
8. Finish this sentence. “It’s could always be worse; I’d rather run out of IPA than _____?” Ryan: I’d rather run out of IPA than get randomly inspected by the ABC. Chris: I’d rather run out of IPA than have an overstock of IPA to sit on.
9. Anything else people should know about The Great IPA Shortage of 2015? Ryan: It’s the last one we’ll have. Chris: And it will be short. The shortage will be short.
9. How long do you think it will be before you’re laughing about this? Chris: Once the IPA is in the kegs next week. Ryan: Already laughing.