Craft Beer Cellar
I guess my love of craft beer started out of necessity. In college, the need to socialize often meant going to keg parties. But the beer just tasted so bad. Liquor worked but was abrasive to my youthful palate. The oppression of cheap beer consumption ended with my first sip of a craft beer. That was 20 years ago, and now I find myself almost 15 years into this vibrant industry.
To me, beer is exciting. I love the diversity of flavors, the stories of the breweries, the rich history of the beverage, and its intrinsic ties to various cultures and time periods. I’ve always been interested in the social and cultural intersection of beer in our society: the overwhelming praise or sometimes hype over a particular brewery or beer; the growth of the industry; and its many rapidly changing trends. Consumer behavior and social sciences fascinate me, and that’s why I wanted to open my own craft beer store—the opportunity to see and be a part of it all.
We opened the Craft Beer Cellar in December 2013. My friends and I often came up to Vermont to snowboard and then hit The Alchemist brewpub. But we kept wondering: why wasn’t there a great beer store in the Waterbury area? Especially considering its proximity to some of Vermont’s most famous breweries and ski mountains. We now have the opportunity to work with many domestic and international breweries, so we can curate the selection in a way that makes sense to us, to truly showcase craft beer and sell it in its best possible condition to reveal its great potential. Ultimately, we want to shepherd the craft beer experience, for those who are having their first sip to those who’ve been enjoying craft beer for 20-plus years. We love connecting with customers, and I think other than selecting beer, it’s the most important part of our business.
We have a very simple ethos: keep the store organized, be friendly, and provide knowledgeable customer service. We’ve created a family vibe here in the shop, and it’s been an incredible joy for me (and I hope for everyone who’s worked at CBC) during the years.
We’ve come a long way since I had my first craft beer, and with the industry growth starting to level out, it’s an appropriate time to take a critical look at the industry. We have several little sayings at the store to describe the unique experience of working in craft beer, including “If you’re not new, you’re old.” Trying to manage the vast amount of new beers that are offered to us weekly with an even bigger portfolio of already available brands is like trying to cater to everyone’s tastes at Thanksgiving. This isn’t a bad thing, but it requires a balancing act for the store. I want to make sure we’re giving that new brewery a shot (provided the beer is good!), but also carrying forward that same selection and quality standard our customers have come to expect. I guess ultimately that’s what beer is all about— balance. Balancing the inventory to keep it fresh, juggling the new versus established products, and making sure everyone can find what they want. I don’t think anyone wants a job that never changes, and I’m thankful to say, my job is always changing! e
