RESUMING FROM PART I

(Photo by StudioSchulz.com)

TW: Arrogant Bastard is a bold name for a bold beer. It seems like that would be the fun part, deciding how aggressive to be, how far to push it…

Koch: It is fun, but what we try to do is name the beers so they appropriately and effectively communicate the beers themselves. Arrogant Bastard is a great example, but sometimes it’s best to be simple and straightforward. Stone IPA lets people know that, “Yep it’s an IPA. And yep, it was brewed at Stone.”

TW: Do you feel like you’re part of the American craft beer renaissance? It’s a lot easier these days for anyone who desires to find killer beer…

Koch: We certainly feel that we’re part of a greater whole. I created and produced the “I Am A Craft Brewer” video. It says exactly what I feel about the industry. I am a fanboy beer-geek and I admire all these people making these amazing beers. They’re friends, and I love their work. I wouldn’t even call it a friendly competition; I consider them compatriots. If you come into our restaurant, you’ll find 32 beers on tap, but only 8-10 of them are Stone. We want to share and showcase all these great selections. You’ll find zero fizzy yellow beers.

(Photo by StudioSchulz.com)

TW: With all of these craft breweries, do you think American beer palates are improving?

Koch: I believe people inherently have good taste, but we can get programmed. Look at the beer that’s advertised on television. People have to want to be unprogrammed, and they need that chance of discovery like my serendipitous Anchor Steam at Al’s Bar. Today, there are so many more opportunities for that first encounter with amazing beer that the number of good beer drinkers is multiplying.

TW: Is it true you want to plant a Stone flag in Europe?

Koch: Yes. We are openly discussing the possibility of opening a brewery in Europe. To my knowledge, no American craft brewer has ever even talked about it. I think the likelihood is decent, because in places like the UK and Germany, beer sales have been in decline for the last couple of decades. They can’t afford to be provincial. We’ve already been contacted by the British and French embassies, they want to help connect the dots. Stone represents a fresh face and a new approach.

TW: Any new beers you recommend we check out?

Koch: The Stone Sublimely Self-Righteous Ale. At the beginning of March, it’s going from an occasional to a full-time beer. Stone fans are ecstatic.

(Photo by StudioSchulz.com)

TW: Looking back, did you learn anything at USC that’s impacted your career?

Koch: I learned that I’m an entrepreneur, which means my grades weren’t all that great.

TW: I was surprised to learn you aren’t a sports fan because beer and tailgating go hand-in-hand–

Koch: It’s our philosophy to make great beers and it’s up to people to decide when and how they want to enjoy it. We don’t do any advertising. I think it’s the height of silliness to tell people “this is when you do that.” If you want to drink excellent beer, we have it. If you want compromise your standards and drink yellow nonsense, then you’re probably not our customer anyway, so what do we care?

TW: What dreams do you have for Stone Brewery?

Koch: I’d love to see Stone on tap in-and-around the Southern Cal campus. That would be awesome.

TW: What’s the hold up there?

Koch: Ask the bar owners. I don’t know. Maybe people at USC have an inclination to the poser green bottle imports? Or the poser clear bottles with the limes shoved down the neck? I’d hate to believe SC’ers don’t like to do anything more than scratch the surface of mass consumerism.

TW: Thanks for taking the time with TrojanWire, we’re big fans of Stone Brewing.

Koch: As a Trojan, it’s a huge honor. And as a beer lover, it’s a great privilege getting to do what I do.