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>>Presenter: Welcome everybody. So today I'm happy to introduce Sam Calagione who is back

to visit us again for a second time here in New York. So thank you, Sam.

>>Sam Calagione: Thank you. [Applause]

>>Sam Calagione: Thank you, bud. [Applause]

>>Sam Calagione: I'm gonna move around between the podium and this chair. I'm wearing a girdle

not just to emphasize my girlish curves but I've got a ruptured disc in my back. So I'm

gonna kind of be moving back and forth and self medicating a bit

[Laughter] >>Sam Calagione: as we do this chat. I know

I'm in a place with many, with my brethren when I walked in and I emailed Adam to say,

I'm definitely still coming, I got this little issue with my back. Da, da, da, da, it's hard

for me to stand for awhile. And it was kind of like Goldilocks up there with like 4 different

chairs, this one's too soft, this one's just right.

[Laughter] >>Sam Calagione: That one looks just right

so thank you for thinking about that, Adam. Three members of the Google team that were

responsible for Urkontinent are with us; Cameron, Keith and Adam. And as questions come up that

may be a little bit to technical on the Google side for me to address during the Q and A

component of this very loose presentation, I'm welcoming them up to answer those questions

as well. So very basically, I know a number of hands went up of folks that were here the

last time I got to speak in front of this room, so I'll do real, real brief who is Dogfish,

our company, in the context of the craft brewing community and the beer industry at large then

I'll jump into the Urkontinent project and then I'll jump from that into the story around

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 in

our 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. We

opened 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

home brewers in this community and I was basically just brewing beer on glorified home brew equipment.

I had an early three keg brewing system that we did some things to to make it more, you

know, volume friendly. But right from the get go when there was all the first, the first

sort of, uh, generation of craft brewers, some awesome ones, and they were brewing really

flavorful, intensely flavorful beer in comparison to largest breweries selling in this country

which intentionally made their beer more approachable, some would say dumbed down, uh, but very,

very consistent but very samey. Frankly, most of the largest breweries that sell beer in

this country make some slight variation of the same style of light lager. And the first

generation of craft brewers came in and kind of re embraced continental styles like Pale

Ales from England or Lagers from Germany. So knowing we were starting small, we said

we're gonna do something very different, we're gonna try and embrace the entire culinary

landscape for potential ingredients to brew with and that's where that sort of motto of

'off centered ales for off centered people' came from, was that philosophy of that kind

of global approach to ingredients for brewing. If you look back in the longest history of

beer, the beer geeks in this room know the Reinheitsgebot, the beer purity act of 1516.

Bavarian government mandated beer could only be made with water, barley and hops. Yeast

wasn't included cause it wasn't discovered by Louis Pasteur in its context of how it

works in beer yet. And 90 something percent of the beer sold globally, today, commercially

roughly is kind of done in accordance with that Reinheitsgebot. I say roughly cause the

biggest breweries use a lot of corn and rice, cheaper adjuncts that, uh, instead of all

barley. But if you look back in the longer history of beer, 1516, we've, human beings

have been drinking beer for about 9,000 years. The first known, like by physical evidence,

fermented cereal based beverage, i.e. a beer, was discovered in the Jiahu dig site in China.

We do that beer in collaboration with the molecular archaeologists that vetted that

discovery called Chateau Jiahu and it's made with Sake yeast, Sake rice, Hawthorne fruits,

so that is the longest history of brewing. So this concept of beer really only being

four ingredients has only been with us about, for, for ten percent of our human brewing

timeline in the history of civilization. Yet, the recent generations just kind of assume

that beer is beer. That kind of happened until the craft brewing renaissance in this country.

The Europeans were a little bit better than we were at preserving these traditions of

brewing very inspired, very flavorful beers that were outside the light Lager, Juggernaut

style that dominates globally, but still they were existing styles. And you look at these

cultures, almost every culture around the world had its own indigenous beers and, of

course, they predated the Reinheitsgebot so they too kind of just embraced this idea of

whatever could grow in their region or their world, whatever they could pick out of their

terroir or their local ground, that's what they made beer with. A project we did, I don't

know, probably now it's been, my son's 13, it's been 9-10 years ago, was when the first

shock and awe bombing was happening and I was watching a dinosaur video with my son

to stop watching CNN and the other stuff that was dominating TV and there was, they showed

a picture of dinosaurs and da,da,da,da, before continental drift there was the one super

continent and that gave us the inspiration to do a beer called Pangaea. I was stuck in

this pretty remote little area in Montana where we were on vacation with our family

and it wasn't like I could go, do too much outside of ski and hang with my family. But

really once I watched that I put my son to bed and for the next three or four hours I

sat there using Google as a resource and I decided, you know, I wanna do a beer with

every continent included as an ingredient. Kind of our way as putting the fractured world,

that shock and awe bombing, messy world that we live in, back into one thing, you know,

a sort of cohesive thing. I did that without knowing that Antarctica was a continent, I

wasn't geography major. [Laughter]

>>Sam Calagione: I was an English major, not geography major. So that presented some challenges

as I did my Google searches for what we could include. Every other continent was fairly

easy but literally within four or five hours, that evening, sippin' beers and looking out

at the snow, we came up with this recipe and by the next morning I had emails back from,

you know, I had penguin shit or water to choose from in Antarctica.

[Laughter] >>Sam Calagione: You'd be surprised which

one we chose. [Laughter]

>>Sam Calagione: But that night, searching those ingredients, that was obviously the

real challenge. And through that search I found a US military base down there and as

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't

get beer." [Laughter]

>>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 this

awesome reverse osmosis machine that turns icebergs into awesome water, we'll send you

that." I was like, alright, I got my ingredient. [Laughter]

>>Sam Calagione: From Antarctica. So then we worked out the shipping issues and, cause

at first we we're like it's brewed with 100 percent Antarctica water, that's what I wrote

that night, and by two days later looking at UPS and da, da, da, da, da, we're like,

and every bottle has a molecule of Antarctica water in it.

[Laughter] >>Sam Calagione: So we get the four, five

gallon buckets every year of the Antarctic water and it has crystallized ginger from

Australia and all these different ingredients. And I, I've gotten to be friendly with Adam

through the years and got invited to speak here again a few years ago and for small businesses,

the idea for this Urkontinent which is kind of a word that I think has more Germanic history

and uses but it essentially also means Pangaea, is I think an earlier word that predates it

for what this super continent was called. When Adam approached me about seeing if we

had an opportunity to collaborate here, I thought the best way into this, because the

moment that we're at in the brewing history of America, we now have more breweries in

America than we had pre prohibition, back when every neighborhood had its own brewery

and it's impressive. In the year 2012 there's now over 2,012 breweries in the country, average

American lives within 10 miles of a brewery, amazing stats. But what's more incredible

is we're on the cusp of this, another giant surge of brewery openings. So many of us,

I'd say 98 percent of those of us that opened those 2,000 breweries, started as home brewers

and just turned our passion into our livelihood. While there's 2,000 breweries open right now

there's also 800 people that are registered in the startup phase of opening a brewery.

So here we are as craft brewers with about six or seven percent market share and we're

getting ready to have about 800 breweries open. But instead of freaking out and the

biggest craft breweries being like, "Oh, we gotta do what we can to stop them." We kind

of all came together as a community and do what we can to help them open whether it's

through our work as an association called the Brewer's Association that represents a

vast majority of small breweries in this country or individually when a brewery like ours that

might be mid-sized reaches out to make a beer with a brewery like Shorts in Michigan or

the Brewery in L.A. that are maybe, you know, less than one tenth of our size, even though

Dogfish is only one fifteenth of one percent domestic market share, we are sizable and

established now that we can use our outreach and our resources to engage with these smaller

breweries. And we learn as much as they do when we do these projects. But knowing we're,

at this moment, sort of a reflection point of an explosion of good beer, I thought it

could be really fun if we could do this project together in a way that lets us celebrate and

do a sort of tutorial without it feeling teachey or preachy on the ways that small companies

can use, not just Google, but technology that is accessible to grow because Dogfish, whether

it was the Pangaea project or today, we don't have focus groups, we don't have rooms full

of MBAs, when we decide to do a project we just decide to do it ourselves and often times

that involves a lot of online research. And much like the internet in general has been

a great leveler on the marketing side of beer; a brewery like Dogfish Head can have a social

media 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

media has done such a great job at that world that we have the presence of, I think, like

the fourth or fifth biggest American brewery online whether it be gauge it by Facebook

and Twitter or whatever she's doing that day. But the important thing is we recognize an

obligation to share with the other small breweries that are just coming online or are smaller

than us now, the ways you can be successful in business. And it's, again, not preachy

because there's as many different approaches to opening and starting and brewing beer as

there is great styles of beer that are out there. Beer is a subjective thing, we all

have different palates, so there should be a limitless, you know, landscape of different

beers that are out there. But what is important is, you know, like I said, collectively all

the small breweries are seven percent market share so we really need to stick together

and a kind of rising tide floats all ships as it gets more competitive in the beer market.

You know, a few weeks ago, Anheuser Busch InBev reached out to purchase Modelo, it's

still sort of pending a Department of Justice look at it, but for all intents and purposes,

that most likely will happen. So they'll go from having roughly a 47 percent market share

to 53, you know, overnight with one purchase. That's six percent which is about the entire

world of craft beer, all 2,000 of us, but that moment and that much market share shifted

in the time it took for those two companies to sign contracts to merge. So, God bless

em', it's a, there's competitive components that I'm not gonna go into here, other than

to say our priority as small breweries, is helping the other small breweries grow so

that small breweries can still exist. So, that's my little preaching here about what

we wanted to do with this project. So then moving into the project itself, basically

we try to make this as iterative and open as possible. And while the Pangaea project

was so much fun to do, that was just me in one room, sitting there for four nights doing

Google searches of ingredients that led to that beer and that recipe. This one, instead

of 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 point

of 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

in the actual, um, what products we used or what kind of tools we used to do that, let

me just get that list out of the way and then I can go back to speaking the way I do. A

guy from our team, Trey, runs our IT department and he was instrumental on our side in helping

these things happen because I don't often speak the same language as my friends from

Google that were on this project. So really just moving through these, these, the products

that we used, we used, and these guys can go further into how we used them as we do

this, we used Google search, obviously, for ingredient research and searching the whole

way, we used Google Docs for the online spreadsheets, documentation about the project, we used Moderator

for the initial idea submissions which I think is just a really cool component of this that

I don't thinks been done in the beer world before, and also for the voting and comments.

The fact that you don't even, you can submit something or not but you can also just click

on, if you like someone else's suggestion and that way it just became this really democratic

view of the ingredients and the process. We used Google chat as we went through this process,

we would meet up every month or so as we were bringing this toward the test batch and then

from the test batch toward the market place. We did Google Sites for the actual Urkontinent

website and we used Google Video, some people submitted videos to go along with their ingredient

submissions. We also set up our Google+ business page, my wife did, at some point during that

process and that's another important social media tool that we use. So what was really

neat about this global component is you had this influx of over 100, I think, ingredient

ideas, that came into our world, so you had the one component of how many people in the

Google universe would have liked to see that ingredient included in this beer and then

the other component of, oh shit, those things would taste horrible together.

[Laughter] >>Sam Calagione: for some of the things, every

single idea, if I could read you that list it's like a free form poem of awesome ideas

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 the

Dogfish 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 ones

that we had to just throw out immediately? Keith?

[Inaudible]

>>Sam Calagione: Poisonous, right. [Laughter]

>>Sam Calagione: We try to, you know, sort of hallucinogens and things that kill you

were pretty easy for us to knock off of that list. So there were a few of those. That wasn't

my weirdest ingredient moment, I was in Cairo a couple years ago sourcing some ingredients

for a beer we do called Ta Henket based on ancient Egyptian beers and I was at the market

place and I was horribly ineffective trying to use my Italian, gesticulating to describe

what I wanted and why and they're just kind of, and then they're like "Yeah" and we made

the agreement and I'm walking away with deer penis as an ingredient.

[Laughter] >>Sam Calagione: because I was trying to get

dates and the words were very similar. [Laughter]

>>Sam Calagione: Dom fruit which is a palm fruit and then I'm walking away and I'm like

that's really neat, you know, we're gonna be able to use these dates and the one thing

I caught in translation earlier was that this ingredient would also be very good for my

sex life. [Laughter]

>>Sam Calagione: And I guess that's what the deer penis does so, um

[Laughter] >>Sam Calagione: that's a bad digression but

let's get back to Urkontinent. Know that we don't ever use that ingredient in any of our

beers. [Laughter]

>>Sam Calagione: So, oh the ingredients are up there, the list is up there. So that's

an example of the page, is that also the actual ones that we chose, Cameron, or is that an

earlier version?

[Inaudible]

>>Sam Calagione: Okay, cool, so if you kind of, you get the idea of range, and then to

the left is where people are saying, right, whether they like that idea and then we tallied

that as well and that went into our decision process. What was also neat was from around

the world, some of the ingredients were chosen two, three or four times that were submitted,

I think rooibos, right, was one of the ones that came to us, we're still in the process

of getting the cases of beer, if you were part of the Google community and your idea

got chosen we sent you, or are in the process, some people already got theirs, a case of

the Urkontinent as, for having the ingredient that was chosen. We had to narrow honey down

a little bit further 'cause there were different kinds of honey, that was one of the ones that

multiple, multiple entries. But the other part of this is how much of the editing process

informed what ended up being the recipe, especially the things that we chose not to consider because

then really, Dogfish Head had value in this beyond just the ingredients that we chose.

It allowed us to get this global sourcing of over 100 ingredients and some theories

behind why they might be good in beer and believe me, we've kept that list and we refer

to it and think about it as part of our process of coming up with additional recipes. And

really that's part of what we, as small business people, how we use Google as well, particularly

in an industry, if you're a small business person it means that you're most likely in

an industry where you're in a niche, you're not gonna be able to compete on scale or on

volume with the biggest players in your industry regardless of what they are. So in order to

stand out in an industry where you're tiny, you have to do something really different.

So I know other brewers, like myself, use Google search to do that first phase of vetting

an idea, a creative idea because you can go there and say I got this awesome idea for

beer with blah, blah, blah and you can do a quick search, "Beer with blah blah blah"

and if it's already been done it's probably not a good choice to try and stand out in

the world by doing that or beer names, you might not have an IP lawyer on your staff

at a three person nano brewery but you can come up, you can say hold on a second I'm

gonna call my brewing company, blah blah blah, that's the name and you type in blah blah

blah brewing company and before you have to go through all that official research to get

in use or trademarks and all that stuff, you can quickly look, without lawyers, kind of

parse down or work through those options. So, I know that's something that we all do

pretty regularly as small businesses. So, at any rate, there's some great ideas for

recipes that, for ingredients that came out of that, but back to our process was the hard

decisions of editing that and curating that list which we did together over some of the

video conferencing that we did. And then these guys came down to Rehoboth and we brewed the

test batch together, I don't remember what month that was.

>>audience member: August.

>>Sam Calagione: August. So that was kind of nice. When we were down there we also took

a lot of video. I think, Cameron, you were wearing the crazy go pro head thing so there's

some neat shots in the video that we did together that are super, you know, kind of Indie movie,

jumping all over the place type stuff and then we did some more nice, more formalized

editing stuff that became part of that film. And then after the test batch we sent samples,

I think, or we discussed that and you guys, some of you came back down didn't you when

it came on tap? Or didn't any of you come down in between? No? Mike maybe? So the next

process was actually the sensory component, not just did they all sound nice on a page

and we thought they could work together but how they would work together. So that's why

we do these smaller test batches and, again, not using focus groups, what we had when we

were talking about, you guys call it dog, dog fooding an idea of kicking it around and

making sure, at least internally, that these are gonna be, your coworkers are also the

best and most critical judges that you could have. And we kind of do the same thing at

our pub where we always do a test batch before we bring a beer to market, at least one sometimes

two, and I talked to my buddies at a chicken company much bigger than us that also is kind

of near us, and they were saying, "Wow that's so lucky that you get people that pay for

your R and D batches." [Laughter]

>>Sam Calagione: You know? They have focus groups where people are paid to go try their

new ideas for chicken and they were frankly like, you know, yes there's some good data

that comes from that process but let's face it, someone's in a room getting' paid to eat

some chicken they're like, "That's good! I like that one! That's good!"

[Laughter] >>Sam Calagione: you're getting paid to do

that. You kind of reverse that idea and you got hardcore beer geeks coming to our pub

in Rehoboth and now we get over 1,000 visitors to our production brewery every week. These

people make a pilgrimage from Ohio or Kentucky or there was some from Brazil there 3 days

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 to

the 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

and I don't know what the currency is there but they put out their money on the table,

I'd say about six bucks, and we give them a beer, they're gonna tell us if it sucks.

It's not like we're paying them to give us opinion, that process of actually asking,

expecting people to pay for even your R and D batches is wonderful in terms of getting

you very real feedback. So there were some tweaks that we made to the test batch. I forget

which, which spice it was that we decided was not coming through as much and we upped.

>>Adam: [Inaudible]

>>Sam Calagione: Oh, okay, as we made that call, was that based on the teas? The water

teas that we made?

>>Adam: [Inaudible]

>>Sam Calagione: Shh! Adam, we're filming here.

[Laughter] >>Sam Calagione: That creative decision that

we made to go in a different direction. [Laughter]

>> Adam: [inaudible] I'm just trying to say--. I think you referred to it as the [inaudible]

>>Sam Calagione: We called it an audible. [laughter] So, uh, what I really think actually

what we wanted to pull up forward was the wattle seed which comes from Australia which

we now we, to get it here was not easy cause it hadn't been acknowledged in a beer ingredient

before so that process of submitting that label to the TTB, the feds that, the federal

arm that regulates us, it involves an SOP, a statement of process and there wasn't really

a history of wattle seed and then finding a wattle seed producer that could get us this

much in this volume, the first guys we called in Australia was like, "Oh yeah, mate, I got

200 plants in my backyard." We're like, "We're making 4,000 cases of this beer."

[Laughter] >>Sam Calagione: You got a bunch of neighbors

with 200 plants each, like, 400 neighbors or so?

[Laughter] >>Sam Calagione: So it led to us working with

a consortium of wattle seed raising type people. [Laughter]

>>Sam Calagione: And we had to over buy, we had to commit to a certain volume which led

to some really good wattle seed ice cream at our pub.

[Laughter] >>Sam Calagione: You had wattle seed salad

special, you had, we're tired of wattle seed on its own, we like it in Urkontinent though.

But at any rate it's what contributes the almost, the dirt, it's almost it doesn't sound

good as a beer descriptor but there's a very earthy, dirt like note to this beer that we

think is really unique in beer and the roasted dark grains that give this the color in comparison

to, say, Positive Contact, really complimented that earthy notes that came from the wattle

seed. It was also a heroic effort done by the Google team to get what I think was like,

you know, three fifths of the Mountain View's honey supply that the chef keeps up on the

roof up there. But he was excited to be part of this project as well so that was another

"Oh shit" moment of ingredients to say will we really be able to get. So it's pretty ironic

that we have ingredients from around the world and our anxiety was mostly around the honey

that was coming because we wanted to make sure we used Google's honey cause that's how

we promoted it. So at any rate we do, there wasn't one Urkontinent advertisement, we didn't

pay in any traditional extent for any of the marketing of Urkontinent. We served it at

GABF, the Great American Beer Festival which is the largest single beer even in the country

put on by the Brewer's Association. I took a couple sixtels to a couple special events

that I knew would be very high impact whether it was just 60 of us beer geeks in a room

I knew it would resonate online and then the internal chatter of those folks won and the

true champions on the team getting the word out about it and, of course, the film that

we made together. So really that film was the centerpiece of sort of our marketing,

bringing this beer to market plan. So it really was just timed where folks from the Google

side shared the world, shared the word at the same moment that Mariah, my wife, kind

of blasted it out through our social media. As Adam mentioned, there was some anxiety

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.

[Laughter] >>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 allowed

this film to go out there it's one of the most viewed YouTube videos that Dogfish has

ever made. So that in itself meant that by the time the orders of this beer shipped they

were already 100 percent sold out. When it came off the packaging line the demand from

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 intentionally

so 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 fives

each 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

for making these kinds of decisions I'm sure. [Laughter]

>>Sam Calagione: But, again, if we really believe in 'off centered ales for off centered

people' as a concept then we need to practice what we preach. So our goal is to always put

as much efforts and energy into one off, you know, single time a year release beers like

Urkontinent and Positive Contact as we put behind 60 Minute. So, that process allows

us to have 30 something, 35 beers that we package every year compared to maybe the norm

of a little less than half that for most brewers but these beers act as a de facto marketing

or sales team because there's always something to talk about if you're at a retail place

and someone says, "Hey, what's new from Dogfish?" We try to make sure that every month, and

maybe two or three times a month, there's something coming up that's a limited release

and we intentionally gauge our volume to make sure that demand is higher than supply so

that these experiments continue to be exciting for beer lovers who really kind of wanna come

on this journey with us and explore the outer edges of what beer can be. So, the gang will

take questions when we get to the Q and A part but I should probably move on, I'm gonna

take a drink real quick. Does anyone have a question while I have a few ounces of beer?

[Laughter] >>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.

[Laughter] >>Sam Calagione: Um, I probably by volume

drink mostly Indian Brown, 60 Minute, Hellhound, our IPA. In the summer I drink a whole lot

of our Festina Peche which is a tart light 4 ½ ABV beer, Namaste, which is like a Belgian

white we do with lemon grass. By volume those, and then every week if something new comes

our packaging line I bring home either a 750 or a six pack or if it's one off we do every

year I still bring that home to see if it's evolving and I have a nice little library

at home and at the brewery to compare everything that we've brewed again. So, it's a fun job.

[Laughter] >>Sam Calagione: So I'll move on to Positive

Contact and I guess in between them I'll talk about that approach to collaboration for us.

And, again, I mentioned it earlier when I said collectively the small breweries have

less than seven percent market share so we recognize the rising tide floats all ships

component of our niche, of the beer industry, but collaboration in Dogfish is even more

central to our approach. You know, we think that there's a lot of good karma that comes

with prioritizing collaboration instead of competition and we catch ourselves in moments,

at meetings, talking about competitive subjects and we consciously try to stop ourselves and

bring our discussion back to, you know, what we can do that's positive. So, one of the

most positive things we think we can do is work with other companies that we believe

in and regardless of scale. And sometimes we take shit for that, you know, when we do

a beer called Theobroma, an ancient, an ancient recipe we use a tiny company called Askinosie

Chocolate in Saint Louis and we got to tell that story and share the word on Askinosie

and bring some attention to them through what we did and they shared the word and kind of

got their chocolate and our peanut butter but our peanut butter's beer and it was kind

of a one plus one equals three as it is with any collaboration because you're accessing

the group of people that love one company and turning them on to the other company so

it kind of allows both those companies awareness to grow exponentially when these new demographics,

or groups of people, are suddenly turned on to something that they didn't know about.

So, Askinosie's a no brainer, tiny little artisanal company, but when we do a beer with

Sony music, Miles Davis Bitches Brew, you know, we took some flak from that from a few

beer geeks, fellow beer geeks online saying, "Oh, you're working with Sony that'd be like

if you were working with Budweiser." And our theory there is yeah okay, but if you love

Miles Davis as an artist and he's kind of, frankly, a little bit marginalized compared

to maybe where he was in recognition for really exploring that fusion jazz, rock world that

a lot of bands play in today, this is a nice opportunity for us to celebrate that and kind

of bring Miles Davis to a bunch of hardcore beer geeks in their 20s, 30s, 40s, 50s, that

might not have been as familiar with his work. So we make sure the opportunity to collaborate

makes sense and we've said no, there was a mustard, big ass mustard company that wanted

to do a co branded thing with us and we basically just said, okay we're gonna do this, this

and this and they're like, "Oh, no, we'll use our own, a beer that we make here in this

Dogfish co branded thing just cause of the way we produce." And that was a very short

conversation cause there was nothing authentic about that process. And then, uh, compare

that to recently we talked to two different companies; I was eating pickles one night

and had [Laughter]

>>Sam Calagione: with my 60 Minutes IPA, [Laughter]

>>Sam Calagione: and I was like, dang, these go really well together.

[Laughter] >>Sam Calagione: I was, and they were from

Brooklyn Brine, a small company here and that led me to explore an opportunity to work with

Shamus and the gang at Brooklyn. And, meanwhile, there's a big, there's at least one big cucumber

slash pickle company with big locations in Delaware. We thought about that for a moment

but that one didn't seem like the right fit. If they were big and local and locally owned

and weigh into the local Delmarva peninsulas community, the scaled wouldn't have mattered,

but the feeling that there was nothing that we felt warm about and my HR director was

the one that was like, "This one doesn't feel right." And that's kind of how we make these

decisions and our process at Dogfish is really demo-, democratic. We have basically seven

people that I sit with, I'm the president, my wife Mariah's the boss

[Laughter] >>Sam Calagione: the vice president, Nick,

is our chief operating officer and then VP of sales, brewing operations director and

brewmaster and HR director, we all seven sit at a table. And a few years ago they were

like, "Sam, we're all in. We don't want to work anywhere else. The one thing we would

like, though, is a little more input on the what we're doing next stuff. That's still

we know what you're good at and what you love but for us to feel 100 percent all in at the

executive level of running this company, can you kind of run these ideas [chuckles] by

us before you tell us this is what we're doing next week?" So that was probably one of the,

in 17 years, kind of the biggest moment of humility for me because I already felt like,

this is starting to feel like a self help thing over here.

[Laughter] >>Sam Calagione: I should lay down. But, you

know [Laughter]

>>Sam Calagione: I should sit in the chair. But, for me, what I recognized, a kind of

existential moment was that I'd done a pretty good job of hiring people whose skills compliment

my own and that's what was really hard as a small business, startups all about we don't

have cash, we don't have money, we gotta survive, survival mode. And then as you grow the challenges

become more about people and finding the right people to fit culturally and finding the right

people with the skill set to match your own as you try and grow this company. And I'd

done a pretty good job at that so I could just focus on what I'm good at which is a

new beer recipe, a new idea for an event, a new idea for collaboration or a project.

So I took great pride in saying I've got this part of the company but then you also have

to realize that that's kind of one of the fun parts of working at a small business and

being at the executive level, is being involved in these giant risk decisions to do something

you haven't done before. So it was a real challenge for me to listen to them and say

okay and now it's turned into this big dysfunctional sort of Italian family approach to strategy.

[Laughter] >>Sam Calagione: Where it's like, ah, and

I basically have to whine and cry, I don't cry but I whine and don't yell.

[Laughter] >>Sam Calagione: I whine and, like, I walk

up and down the room and the cliché is that I rarely say I'm gonna put my president's

hat on for this one and you know it got bad if that happened. And I rarely do it because

I know if I don't have all of them on board and wanting to push with me in the same direction,

the project's gonna have a less likely chance of succeeding. So the real goal is getting,

is convincing all, the six of them to want to do what I do, what I wanna do. Then a lot

of times that leads to us altering that idea, you know, when I did the pickle collaboration

with Shamus and Brooklyn my instinct was I really like this guy let's just trust him

we don't need a contract. [Laughter]

>>Sam Calagione: And Nick, our COO, is like, "I like him, too. I wanna do this project,

we need a contract." [Laughter]

>>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 company

and 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

know, the idea to bring food into it hadn't been done before and they really loved that

idea. So basically this beer, Positive Contact, came from Dan the automator, the musicians

from, he's in Gorillas and Deltron 3030 is the band that this one came about from and

basically this album was a pivotal album for me when it came out 11 years ago or whatever

it was, I just loved it cause it was so distinct in the world of Hip Hop cause, again, it had

a lot of that jazz and orchestration components, very like grand music for the world of Hip

Hop. And Del's like, Del the funky homo sapien is also in this band, is an amazing rapper.

So

I got the call from Dan and I was just walking around the conference room on the phone with

Dan the Automator and I'm like yeah. And so he told me, he's like, "I'm a big Miles fan."

He named his son Miles and he's like, "I love what you guys did with that and with Robert

Johnson" we did a beer with and he was a big fan of that and he's like, "Let's do something."

So, as we walked into that he wasn't a huge beer geek he was more of a foodie and so he's

like, basically I sent him every beer we make, it was about $400 worth of beer, I think 40

different beers from different vintages and it was more in shipping than just the beer

cause I wanted to make sure it got there in really good shape so I overnighted it from

Delaware to his home in San Francisco, like $600, I don't remember what it was to ship

it but it was a lot. [Laughter]

>>Sam Calagione: Shipping it overnight was not an idea I brought in front of the seven

people that I work with. [Laughter]

>>Sam Calagione: I don't think it would have gone well. I think I would have had to put

on my president's hat. So, anyway, he was awesome about it. The idea was I asked that

he drink each beer and then send me a little diary entry on his impressions of that beer

and it was also a canary in the coal mine to see if this was a project that he would

take seriously cause I know he's a very well regarded musician and probably gets pulled

in a million directions. So this is a way to see if he was really engaged and it would

be really an authentic equal sort of collaboration the way it was when we did Urkontinent with

the folks at Google. And it was neat, every single day he would, he wouldn't necessarily

finish them all cause it'd be a big champagne bottle and he'd say, "I had four or five ounces

of this. This is what I liked, this is what I didn't " and then I just asked for him to

do free form list your favorite culinary ingredients and then I met him here in New York City at

Birreria, the brew pub that Dogfish and two Italian breweries do the brewing, we're the

brewing sort of collaborators on the Birreria project, we just opened another one in Rome

with Eataly stores here and in Rome. So I met Dan the Automator up on the roof, I brought

a bunch of the ingredients that I thought from his list would work well in a beer, I

had cheese graters and tea steepers and paring knives and we just sat there and I took the

base beer of his four favorites beers of the 40 that we use and we just sat there and put

the different ingredients in those four beers. Alcohol acts as a solvent, strips kind of

the flavors and oils out of that ingredient and gives you a rough idea of how it'll contribute

to that beer. So, from that we were able to kind of do what our process was and figure

out what ingredients worked well together and really Fuji Apples, Cilantro and Cayenne

pepper actually proved to go really well together. And we've never commercially done anything

that's cideresque and to do this beer with a very high percentage of apple, making it

a hybrid between the worlds of a cider and a beer was something new and exciting for

us so, again, an opportunity to learn from our collaborator of something we might not

have known ourselves. So then the idea was, you're a foodie, how about this, if you come

up with four original sort of dub versions of the songs on the next album, let's, for

now, put them on CD, we'll do the test batch at the pub, we'll send out bottles of the

test batch to our favorite chefs, you pick a few and I'll pick a few, with the music

and we'll ask them to put the music on, drink one of the bottles and then think about the

other, the, the beer and the music and what food would go well with that. So we chose

five chefs from Mario Batali to David Chang and some great chefs and they all, again,

were all in on the project and sent us their notes and their thoughts and we asked to do

a recipe for six people, cause the idea was we wanna sell this as a box set, like you

would with music but our box set came with six beers, a vinyl album, on the sleeve of

the album was recipes from six people from the five chefs. And you can imagine the dozens,

no, hundreds of hours that my co workers and I had to spend putting a vinyl record into

a six pack, hand taping it with duct tape that we wrote

[Laughter] >>Sam Calagione: Positive Contact on the duct

tape. We sent out four cases around the country on pallets randomly to test that vinyl would

last, if it made a trip to Arizona and back, again, a shipping decision that I did not

vet [Laughter]

>>Sam Calagione: through the seven of us. And it worked. And then we even policed through

social media what happened once that beer was released in the market place, meaning,

that one UPC code on it, our intention was for it to be one product but some retailers

were a little less than ethical and chose to open that bottle, open that case up, sell

them individually which means those people would not get the album, would not get the

opportunity to do that among their friends, so what was so awesome, again, about harvesting

that world of social media as a small company, as Mariah sat there for days after that release

and watched beer lovers narc on the retailers that did this.

[Laughter] >>Sam Calagione: And then all we could do,

cause it would be price fixing if we called them up said you can't do that, you assholes,

we can't do that cause it would be price fixing. So our message was, "We'll be very disappointed

in any retailer that decided to do this and we hope you guys, as beer lovers, will voice

your disappointment as well." And other than like a couple regions of the country, most

people were pretty good at respecting that decision to keep that as one whole beer. Now,

will we ever do that again and go through that bottling and putting an album in? Perhaps

not. [Laughter]

>>Sam Calagione: But our commitment, we have other, we have 'off centered ale for off centered

people' and 'analog beer for the digital age' and those are sort of our two rallying cries

and we will continue to do projects with the vinyl and with other musicians we love. So,

I think I'm pretty close to the Q and A part of the presentation and I'd rather just, let's

just open it up and if you guys have any questions at all, this will give me another opportunity

to have another sip of beer.

>>male #2: So the Google collaboration beer seems to be sold out everywhere, hard to get,

are there any plans to increase production and get this into the hands of people looking

for it?

>>Sam Calagione: We would love to. From what I understand, Keith is mostly responsible

for that. [Laughter]

>>Sam Calagione: I don't know from here how he's buying them in Kentucky but that's pretty

cool. Again, this is one that we love keeping demand in front of supply but we realize the

challenge when most of, a lot of folks from within the Google community couldn't get access

to this as well. We tried to send out to what areas, you know, we tried to send more to

New York, we intentionally found retailers around your California location and asked

them to stock up but it's a real challenge cause, again, at retail we have to make the

beer available to everybody, that's also federally mandated. It's barely answering your question.

The better answer would be we'd love to do this beer again someday and I don't know when

that day will come.

>>male #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: It used to be me and then two years ago we hired our first graphic design

guy and I loved that job and it was kinda like a, and I still, I painted the Urkontinent

type face and then brought that word in all the different fonts, kind of representing

all the different folks that, each letter's from a different font and then I brought that

to our graphic designer and from that, you know, using that color scheme the label developed.

So I still love staying very involved in that. I came up with our sort of ransom letter type

font called doggy, which was basically a 19th century stamp set that I just cut and paste

and scanned in to create a font and then I came up with our logo and that outer broken edge kind of, you

know, trying to talk about the, you know, looking kind of rustic. So I still love being

involved in that art project. Our challenge at our company is you don't want just the

art on the label to be perceived as the art of what we do so we kind of need to recognize

that every different department contributes toward that perception of how unique our brand

is. So we don't really put on a pedestal, the brewers or the guys that do the art, everyone's

kind of helping to get that beer to market. So, yeah, I don't know if that answered it

but.

>>male #3: Yeah, thank you.

>>Sam Calagione: Yep.

>>male #4: I'm a few drinks in so forgive me if this comes our slurry.

[Laughter] >>male #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.

I'm thinking specifically about cast gauging or whiskey casts that are really popular,

some of the ways you're thinking about expanding that.

>>Sam Calagione: Yeah, we're, right now the vast majority of the commercial brewing equipment

is stainless steel because it's sterile and, you know, easy to clean, very durable, but

long before stainless steel there were lots of other materials used in the world of brewing.

We do, we have the largest brewing wooden vessels built in America since before prohibition,

we're adding another palo santo wood which is a Paraguayan dark wood, 10,000 gallon wooden

brewing vessels. But we are playing around outside of that. We just did an ancient ale

with our Italian, the two brewers that we do Eataly with and we went to ruins, Etruscan

ruins outside of Rome and we vetted, sort of looked at those tombs and the materials

that were either written about coming from that culture or actually still had evidence

at the tombs were bronze, wood and terracotta and so our three breweries are doing the exact

same recipe but fermenting the beer with different material. So, Baladan's doing their fermentation

on wood, we're using bronze in our fermenters and then Birra Del Borgo just built these

beautiful huge terracotta fermenters. So in a way you kind of look at the whole culinary

landscape for ingredients we need to also kind of be looking at, you know, every potential

surface to use for beer as well.

>>male #5: How did a guy from Delaware get involved in Eataly?

>>Sam Calagione: Okay, um, yep. [Laughter]

>>Sam Calagione: Well,

>>male #5: You seem the only non Italian company down there.

>>Sam Calagione: Yeah, well that basically, that relationship didn't start with like Mario

Batali or what was happening here, it started with Salon De Gusto which is the bi annual

slow food conference that happens in Turin which is the, you know, birthplace of that

movement, that movement slow food was kind of in response to them trying to put a McDonalds

in downtown Rome and the Italians rioted. [Laughter]

>>Sam Calagione: Which is pretty cool. So it kind of birthed a modern era of sort of

the locavore thing, or at least the earlier modern version, I mean, again, craft brewers

were brewing beer with whatever was indigenous and local 10,000 years ago so locavore wasn't

invented by fucking hipster in Brooklyn three years ago.

[Laughter] >>Sam Calagione: It's been going on for 10,000

years. So I was invited to speak at the Salon De Gusto maybe every other year for maybe

the last 7 or 8 years and there's an awesome Italian craft beer pavilion over there and

I, of course, would have some beers with these guys and just realized that they were, you

know, brothers in arms and very creative and using tobacco and rare grains and tree resins

in their beer. So I really hit it off with two of them and then those are two brewers

that are involved in Eataly, the retail company that's owned by a family over in Italy and

when Eataly, as a family, started to decide to open one in New York as their first American

Eataly, they said we love these Italian brewers, we love, you know, we get along really well

with Sam even the owners of Eataly I hung out with over there, they're like, "how about

you three open a brewery in this Eataly instead of just having a real good craft beer program?"

So, then, and Mario Batali and Joe Bastianich their American partners, so that's when I

got to know them. But it mostly started with a relationship with the Eataly family owners

and those two Italian brewers. And the one we opened in Rome, I think it's the biggest

single retail location in the world, the store in Rome just took over a giant train station

and we have a similarly sized brewery in the one there. I really kind of helped, I kind

of oversaw the installation and vetting the brewing equipment decisions here since I'm

a lot closer and they're doing that for Rome. It's a fun project.

>>male #6: So, what percent of beer batches would you say don't make it past the testing

phase at the brew pub?

>>Sam Calagione: Um, let's see, um, we always have a program where we're just kind of throwing

stuff against the walls to see what works without a goal of considering it for potential

wide distribution. Those are just like fun, creative flex your muscles, get input from

other brewers and make sure there's always fun small batches that we only do at the pub.

So a lot of them that we do at the pub are never brewed with the intention of national

distribution, they're one off, just fun. But usually it is, I usually work on what I think

would work well to come to market and there's usually two or three test batches. We did,

you know, and sometimes they don't work, I tell the story often about one we did with

wheat and lavender and peppercorns and there was way too much lavender and the first comment

card from someone that bought it came back and said it tastes like tongue kissing Laura

Ashley. [Laughter]

>>Sam Calagione: So there's another where we did, a beer called Immort Ale, 11 percent

alcohol and aged on wood and the first comment was, this was in '96 we were doing wood age,

peat smoke and barley beers and some of them were maybe ahead of their time and some of

them just sucked. [Laughter]

>>Sam Calagione: We're doing one right now that, I dont think it's on tap right, yet,

but it's called Hot Thoup, T-H-O-U-P exclamation point, and I got the idea for it when my nephew,

who's only like 3, my sister was buying, they were buying a, they were getting a Labrador

Retriever dog and they asked the kids what they wanted to name the dog, they decided

on another name but the 3 year old kept saying, "Hot thoup! Hot thoup!"

[Laughter] >>Sam Calagione: And they're like, "It's not

time to eat" and he's like, "No, doggie! Hot thoup!"

[Laughter] >>Sam Calagione: So I laughed at that and

I'm like, wait a second, you know, so we did a beer with carrots and ginger that we think

would be really good soup, obviously used a lot in soup recipes, but we got the fermentables

from carrot juice, pure, unpasteurized carrot juice and the beer has an awesome orange hue

to it. Whether a beer called "Hot Thoup" made with carrots is gonna sell, I don't know.

[Laughter] >>Sam Calagione: The brewers aren't psyched

about it. They don't wanna see us do thousands of batches of Hot Thoup beer.

[Laughter] >>Sam Calagione: but that's one that I hope

people like.

>>male #7: So, what actually is it about the really large mass market that makes them taste

so bad? Why is it? [Laughter]

>>male #7: What practical part of the brewing process is it that is difficult to scale up?

Cause everyone seems to agree that the small microbreweries, craft breweries, have much

better beer.

>>Sam Calagione: Right, well, I mean, that's, you know, the biggest breweries make some

of the most consistent, quality consistent oriented beers in the world, that's how they

got to be the biggest breweries. I'm, I'm, I'm a beer geek and I'm not a beer snob, I

might not buy the beer from a giant brewery but after mowing the lawn or after a hockey

game, I love an ice cold can of Labatt's and I'll drink, I'll drink pretty much any beer

that's in someone's fridge if I'm having beers that night and I'm at their house.

[Laughter] >>Sam Calagione: But, the perception that

the larger a brewery gets the less good their beer is is a real challenge cause even a brewery

of 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

of us but the danger becomes, you know, if you go to the hardcore beer geek websites,

there's some unfortunate correlation between the scale of a craft brewery and their perception

online. It's kind of that phenomena of no one eats at that restaurant anymore, it's

too crowded. You know, where there's a reason that restaurants crowded and it's cause a

lot of people like it and just cause an early adaptor can't get in the door anymore to that

restaurant doesn't make that a bad restaurant. But there is sort of a minority voice of hardcore

beer geeks that are always, you know, we also excited for what's new but to be excited for

what's new while still championing the breweries that trail blazed on doing really exciting

stuff is really important for our community to stay healthy. And I'm sure you guys face

this in the tech world, too. If it's ubiquitous and everywhere, it's suddenly less cool but

ubiquitous and everywhere in our industry, you know, again, we're one fifteenth of one

percent market share and we get some of that backlash. So, you know, scale shouldn't play

into it.

>>male #7: But are there actual problems in the brewing process to make it bigger, like,

do you guys taste a little bit of it and adjust things along the way, things that you just

couldnt do if you were-

>>Sam Calagione: Oh, scaling our batches, you mean? Oh, I answered that question totally

wrong. [Laughter]

>>Sam Calagione: But I'm glad I shared that stuff.

[Laughter] >>Sam Calagione: Uh, yeah, we intentionally

go, we training wheel our beers, you know, dog food them at our pub in five barrel, 10

keg batch to test that. We have a 10 gallon batch that we can even test further just when

we're trying to tweak one recipe in that but we don't wanna do a bigger scale thing, we

do a little tiny one. And then we jump up to the 100 barrel brew house and now we're

building a 200 barrel next to the 100. So we've got a nice, you know, litany of brew

houses of different scales to play around with those recipes. And, yes, it's not, brewing

recipes are not just proportionally extrapolated up, you know, you still tweak hops and barley

and different things in different scale batches, it doesn't all just go up equally, you know,

when you scale the recipe.

>>male #8: A lot of us here are engineers so we're very concerned about efficiency.

So, what's the highest alcohol percentage beers that you

[Laughter]

>>Sam Calagione: The front part of your question, I didn't know it was going in that direction.

[Laughter]

>>male #8: And that you've ever made.

>>Sam Calagione: Right, we had a fun, back and forth in the late '90s, early 2000s, I

guess, where we were in coastal Delaware and it's pretty quite in that era, demand for

beers than what it is now so we spent a lot of time working on how we can make beer stronger.

[Laughter] >>Sam Calagione: by just learning, we used

it as let's learn about yeast and, you know, why aren't, you know, so we made a beer that

was 18 percent and that became the strongest beer in the world, it was Triple Bock from

Boston Beer before that, we came out with World Wide, then they came up with Millennium

and then we came out with, I don't know what but we got out of the arms race.

[Laughter] >>Sam Calagione: And we're still very proud

of our stronger beers for really holding all the details, I brought Adam a seven year old

bottle of our World Wide Stout and beers that are over nine percent alcohol, the most important

thing to say is these aren't meant to be like, "Oh, it's strong I'm gonna da, da, da drink

way too much of it really fast, look at me." And that happens on YouTube, you occasionally

see a person and it makes me cringe, nothing makes me cringe more because these beers,

you know, a light Lager or light wheat beer, light wheat ale takes about 10, 12 days to

brew, this beer doesn't even go into the bottle till it's about 2 months so as an engineer

you'll appreciate this lack of efficiency where we're tying up a tank that could have

been turned over, you know, eight times, to makes something like this and then we put

it on a shelf and now it's seven years old before it was opened to share it with a friend.

So, these beers are meant to be sipped and savored and so we do, I think we do more volume

of beers and more styles of beers over, say, 11 percent alcohol then any brewery in the

country between 120 Minute, World Wide, Fort, Old School Barleywine, so we're always, we're

very considerate of that yeast process and we, I think we're still at the point where

our quality control department is larger in people than our sales are in the field sales

people. And the last question here?

>>male #9: Musicians can be very influenced by other musicians. How much would you say

you're influenced by other breweries and what other people are doing versus just stuff you're

coming up with purely on your own?

>>Sam Calagione: Um, I'm definitely spurred on by the passion of other brewers and I'm

really proud of the collaborations that we've done with the brewers that we've done. That

beer, Extreme Brewing, that some of you got tonight, the recipe's from all kinds of amazing

breweries, from Allagash to the Brewery, from Shorts to Portsmouth Brewing. So many breweries

excite me and inspire me but what I really try not to do is be, like, is take what they're

doing and somehow absorb it into something that we're gonna do. So we only advertise

in beer geek publications and, frankly, I never read them. If they're doing an interview

I'm really proud to be part of it cause I'm doing it to support the industry that supports

us but I also really don't wanna be influenced by what else is already happening cause our,

our approach at Dogfish is really there's no use in doing what's already been done.

So in the case of, okay, Sam you're a hypocrite the volume of what you sell, your biggest

selling beer is an IPA, that's an established style, and that might be fair but we try to,

we came up with a very unique hopping approach where instead of just one or two or three

big additions, we dose continually for 60 minutes in small volumes equally, or 90 minutes

or whatever. So that was our way into an existing style that allowed us to still approach, you

know, from an off centered perspective and kind of put our little thumb print on at least

what we do. So, I really love seeing breweries that are going for it. Probably my favorites

are just the other ones like us that are, you know, brewing outside the Reinheitsgebot

box type thing. So, I won't say their names but that's kind of the ones that I'm psyched

for and then, of course, the first generation brewers like Ken Grossman from Sierra, Nevada

who I kind of recognize as a real patriarch of our movement, Anchor Brewery was a little

bit earlier and deserves mad props but that was taking over an existing, but ailing, regional

brewery that never went out of business. Ken Grossman's the first guy that kind of was

a bike repairman, sat down with a drill, built his own mash tun, started in a room this big,

so for me that was really the starting point of our movement.

>>male #9: Thank you very much.

>>Sam Calagione: Wow, this has been fun. I've learned a lot.

[Laughter] >>Sam Calagione: I should sit now.

>>male #10: Thank you so much, really appreciate it.

>>Sam Calagione: This is great. [Applause]

>>Sam Calagione: Thank you Keith, thank you Cameron.

[Applause] >>Sam Calagione: You forgot your beer.

[Applause]

The Description of Shane Welch | Talks at Google