Skip to main content

Is your Craft Beer worth $5 Million?

Some folks say that the craft beer bubble is gonna burst, but I think it will stick around for a while yet. Especially when your brew is worth $5,000,000.

Okay, let me clarify that a bit.

According to Wikipedia and Wikipedia Beer is the most popular alcoholic beverage and accounts for about 85% of the volume of alcoholic beverages in the US and waaaay back in 2009 (can someone PLEASE update the Canadian stats for this???) beer claimed 46% of the dollar value of alcoholic beverages. If you realize you get a lot more beer for your buck than you do for wine, that’s a lot of golden liquid that is poured.

A lot of that though goes to the macro-breweries (the brew-app Untappd categorizes a macro brewery as more than 6 MILLION barrels/year as a macro brewery, less than 200 gallons as a nano brewery, and everything in between as a micro brewery) though the craft brew market has been making such an impact over the last 10 years that the big boys are trying to buy them up.

Some craft brews are worth money, not only to the local economy, but to wherever they export their suds to. The problem is, if they produce too much, they risk losing their craft staus. I believe that this is why Dogfish Head no longer exports to Canada. So, if I want one of their seasonals, I have to travel to a place I can get it.pliny-the-younger[1]

And many people do. Stats just released show that the economic impact to Santa Rosa, California, was almost $5 Million in February 2016 thanks to 16,000 or so beer geeks. Why February? That’s when Russian River Brewing releases their craft brew Pliny the Younger (their Pliny the Elder beer has received a rating of 100/100 based on over 13000 ratings!) for the first 2 weeks, or until supplies are gone. About 61% of those were tourists, and 40% of those stayed in local lodging, in addition to spending over $70 in the brewpub. Plus, they ate, slept, fornicated and probably puked after bar hopping everywhere else. Looks like over 90% who took the survey said they’d come back again.

Not sure if I’ll see you there next year or not…I might have my beer goggles on!


Genesis of a New (York) Concept

The New York International Auto Show often sees concept cars that never make it into the market, but as Genesis revealed its New York Concept and an aggressive rollout schedule, a real car might look close to this. Genesis, the luxury offshoot from Hyundai, plans to have 6 (yes, six!) new models out by 2020 (yes, four years!), with the new G90 being released later this year.

They are taking styling cues from other luxury brands and adding their own flavour to make a, in my mind, a really cool looking vehicle. Okay, except for the vents under the taillights – they’re just… weird?

More info at

The G90 will be a new brand Genesis

Genesis Logo
Genesis Logo

Yes, not just a brand new Genesis, but the new brand, Genesis. Several years ago Hyundai came out with both a sedan and a coupe version of their Genesis. Later, an upscale version of the sedan became the Equus. Now they’ve announced that the Genesis will become a luxury brand.

A whole new platform with a new (for Hyundai) philosophy will focus on what matters most: the needs and desires of the person in the driver’s seat. The “top of the premium luxury car segment” G90 sedan is expected to drop this year, and the smaller G80 later on. Claiming new safety and convenience features on a brand new wheels-up platform they plan to catch up and surpass other luxury brands. They haven’t mentioned anything about prices yet, but if the Hyundai Genesis’ affordability (relatively speaking) is any indicator the Europeans and Japanese manufacturers should be scared.

Genesis G90
Genesis G90

More info available at

Perception, Fear and FOMO

Though it’s been a long time since I was in school, I’m an advocate of continued learning – whether it is in a formal situation or self conducted. Most of us have heard the theory that it takes 10,000 hours of deliberate practice at something to become a world-class master at a new skill, though there are various people that refute this claim. I don’t want to become a world-class master at a subject though, sometimes I just need to be in the top 30% of people with a specific knowledge in my areas of concern.

Various studies have shown that Malcolm Gladwell’s 10,000 Hour theory might not be accurate. A lot of it depends on what your area of knowledge is. While gaming, practice makes about 26% of a difference, 21% in music, but only 4% in education and for professions, practice makes only a 1% difference.

My interests are varied, so I’ve chosen a couple areas of self-imposed study as a basis. Keeping in mind that I’m a Marketing Technologist and an avid Halloweenie, I’ve decided on somethings that will help with both: Human perception in design and advertising, and the psychology of fear and FOMO. FOMO you ask? Yes, the fear of missing out – while it is significantly different than fear, I hope to draw parallels between the social aspects of the two.

There are things you can do to learn faster though. One of the important things is to discuss it and get to the point of teaching it to others. I’d like to learn enough to be able to hold a webinar on at least one of my topics, even though I don’t have a degree as a basis for either one.

I’ll try to post any findings, readings or links here on the site. Feel free to open up discussions on these topics, especially if you’re an expert or knowledgeable in an area. I’d love to pick your brain!

A Canadian Thanksgiving, Halloween style

As you may have noticed, I’ve taken the last two days off from the daily Countdown to Halloween. Today, the second Monday in October, Canada’s celebration of Thanksgiving, a festival which marks the end of harvest. In preparing for the finals of Miss dEdmonton on Tuesday evening, we’ve harvested a lot too. In this Thanksgiving post I’d like to thank everyone that has helped us, whether through physical, financial, supportive, psychological or spiritual means.

I have to thank the members of the Board of Directors – the self proclaimed Council of E-Ville – for all the work they have put in over the last year. From the birth of an idea through “what do we do next” meetings over pizza, there is a lot of work into getting a not-for-profit society running. A few of us are the public faces, but all of us have been putting in countless hours on our own pieces of the puzzle, and I thank you each – and our significant others, for without their support we’d be a far weaker team. Thanks to Ruth, Derek and Heather, Dad and the spirit of my Mother for being supportive.

The people that I have met either virtually, on the phone, or in person that have showed support for our plans, thank you too. This includes not only the people that have attended a meeting or an event, sponsored us, given us ideas, contacts or tips, but the Halloween community in general for their support and suggestions.

There are many members of the social media in Edmonton that have help us as well – especially in mentorship. Thanks to Mack, Debra, Britney and Shawna for all your help, tweets, retweets and ideas (plus the hundreds of others who have done the same).

We want to thank the sponsors for all they support they’ve offered – there will be more thanking with specific links to you shortly. Hey, I need something write about on other days too! 🙂

The other societies, organizations and groups that have helped us is also a large list everyone will be covered this month too. There are also those that have contacted us looking for information on any of these other groups, or even just looking for a picture or a group of zombies to appear somewhere.

There are actually too many to thank individually – every person that has heard the name and has enjoyed the idea of dEdmonton, whether you are from this city or not – is deserving of thanks. Please keep telling others about it! I’m thankful that we mention it and someone has already heard of it.

And thank you, my dear readers. Enjoy your holiday – I’m just thankful I have another day to prepare…

These paths might not lead to Grandma’s House

I’ve been faithfully participating in the Countdown to Halloween by writing a blog post every day and I realized that it’s a little hypocritical of me – here I am co-chair of dEdmonton, a festival that is promoting the whole month of Halloween, and I’m counting down to a day… Oh well, at least I’m not trying to move Halloween – yes, that’s what I said. Read what Ghoul Friday says about it and let the world know your opinion.

So far my blog posts have mostly been about people I know, but this will change. There are still a bunch that I have to thank and talk about (no Boo, I DID NOT forget about you) but today I want to tell you about a local event that starts tonight – the Haunted Hike.

In 13 hours from right now they open for their first hike of the 2009 season, and it promises to be scaaary. Located just East of Sherwood Park Alberta they have a one-of-a-kind trail walk that is designed as a family event – and kids must be accompanied by their adults at all times. You walk though a woodland trail surrounded by the eeks and creeps abundant in this natural environment. Yes, that’s right, an outdoor haunt, in Alberta, in October. Dress appropriately. And admission is a monetary donation to the Stollery Children’s Hospital Foundation, so help contribute to the thousands of dollars they raise every year while getting scared.

Keep an eye on the dEdmonton Halloween Giving section if you like the “scaring for charity” idea, there are more events happening this year than every before.

If you do like outdoor events, check out the Farm of Fear. After October 17th, the Edmonton Corn Maze transforms. For 8 nights the neighboring farmyard, an old barn and parts of the corn field become Edmonton’s most original and scariest Halloween Event.

You never know what will be around the next corner on either of these paths, but it’s probably safe to say it’s not Grandma’s House…

The Undead and Miss dEdmonton

Just a quick post today as I have been busy helping others get ready for the Miss dEdmonton finals next Tuesday. Have you seen all the videos yet? Watch them and vote on your favourites so that the judges know who the vox populi like:
Brandy JO
Vampire Dark Rose

We’d also like to thank another sponsor who has been helping us, Paul Preston from The MediaList Ltd. He’s graciously donated some of their services to help the world’s press, specifically Canadian press, know about both Miss dEdmonton and the whole dEdmonton festival.

This week I’ve been mentioning artists – yes, I want to win their prizes in Grimvisions Ghastly Halloween Giveaway 2009, so you’d better enter soon – and today I’m going to tell you about a different kind of artist – an audio artist.

Morbius Kromwell has been doing sound effects for a long time, and has more music than you can shake a wand at. Check out his website, subscribe to his podcast, follow him on Twitter and enjoy his aural pleasures. It’s better you listen to him than me tell you about him anyway.

Going to The Shadow Farm

Artists who love the spooky, the creepy and the eerie abound around this time of year, and I’d like to hilight another today – the proprietor of The Shadow Farm
Dave The Dead describes himself:

I have been an avid Halloween yard haunter for many years. As my hobby has grown, I have developed a taste for eccentric characters and deep backstories. I have learned a ton since I first decided to build my own scary stuff, and have attempted to take my building to a new artistic level with each new piece.

As you go through his site you see that he makes not only small pieces, but large, yard sized haunt pieces as well, and he pays special attention to each and everyone one of them.
In addition to his creatures, some of which are on sale at this Etsy store, he also generously guest blogs and has created a creature especially for GrimVision’s Ghastly Halloween Giveaway 2009. Read all the contest rules and then enter the contest so that you too may be enlightened by his creature’s darkness.

Not all Unicorns are light and fluffy

I marvel at artists that can bring their deepest, darkest imagination to life – especially sculptors. This year I’ve been marveling at the work that King Unicorn brings into this, and probably some other worlds.

Whether it’s creating models that other artists can finish, turning a Barbie into a zombie (can’t wait to see this one!) or making the prop that I want to win, the Tomb of Ill Wonder, for someone else’s contest, he summons his work from his soul and puts it into his creations.

You should follow him on Twitter as well – he’s a nice guy and a active member of the art and Halloween communities online – especially FridayNightArtDorks. There is someone with the same name on Facebook, but beware, it’ not a real King Unicorn!

After you finish fawning over his work, get yourself over to Grimvisions Ghastly Halloween Giveaway 2009 and enter. Now. You only have a few days let to get up to 13 entries!