6/8/2023 0 Comments Urban artifact![]() ![]() The Urban Artifact team jokes that Kollman Baker spends an unhealthy amount of time with Untappd reviews. ![]() The decision to lead with fruit flavors and tartness was partially informed by sales numbers, partially from taproom feedback, and partially from every brewer’s frenemy: Untappd reviews. So this barrier to entry is a lot lower, which helps.” Peach, Love, and Understanding You’ve got to know what a Munich helles is, and what those words mean, to know what that taste experience is going to be like. “You don’t need to know what a raspberry sour ale is to know what it’s going to taste like. “It’s ease of flavor and understanding,” Kollman Baker says. Because the beers are so fruit-forward, they appeal to more people in a way that cocktails, kombuchas, or even juices might. However, somewhat counterintuitively, zeroing in on one beer specialty has expanded Urban Artifact’s customer base to drinkers who wouldn’t otherwise be beer fans. “They are being very strategic with positioning … to where they aren’t dependent only on beer geeks to like their beer.”īecause of this stylistic focus, the Urban Artifact taproom isn’t necessarily the kind of place where the whole neighborhood gathers to watch a baseball game. “That popularity certainly extends beyond just a cult following,” says David Nilsen, a beer writer, observer of the Ohio beer scene, and certified Cicerone who lives near Dayton. Distributed around Ohio, the beer also ships directly to fruit-beer enthusiasts in 10 states, building the brewery’s national reputation. Honing this specialty has propelled the brewery to more than quadrupling its production between 20, finishing last year at 10,200 barrels. Today, Urban Artifact is one of the country’s best-known producers of heavily fruited, kettle-soured beers-and better yet, they’re the kind that don’t explode on shelves because the fruit ferments out fully. Instead, the brewery doubled down on what drinkers were excited about: fruit. We spent a long time perfecting using Brett in our brewery, and now we don’t do any of it.” “People didn’t like Brett beers,” says Bret Kollmann Baker, cofounder and COO of Urban Artifact. In fact, those beers were hardly connecting with drinkers at all. Not long after opening in 2015, the brewery’s leadership learned that the long-fermented, barrel- aged, mixed-culture beers on which they had based their business just weren’t selling the way they’d hoped. ![]() Cincinnati’s Urban Artifact learned the art of the pivot years before the rest of the world was forced to do it. ![]()
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