Thursday, October 10, 1996
ALCOHOL:
Microbreweries plan to revolutionize beer with their rare fresh
tasteBy Kathryn Combs
Daily Bruin Contributor
WANTED: Ambitious college graduate for the development of a
revolutionary corporation. Must have some experience in business
advertising, managing and finances. Also requires a passion for
quality microbrewed beer.
Does this sound like the ideal job? It did to UCLA alumni Jared
Cohen, co-founder and chief financial advisor for the North
American Beer Odyssey.
Established in January 1996, The North American Beer Odyssey is
essentially a beer-of-the-month club which provides of-age members
with a variety of microbrewed beers normally not available by local
means. A mail-order corporation, The Odyssey works closely with
various microbreweries in an effort to expose them to the
California market and provide the California beer consumer with
rare new beers.
According to Cohen, a revolution in consumer beer taste is upon
us.
"People’s tastes are changing in beer. People are not just going
to be satisfied with the same run-of-the-mill beers that they have
had in the past," he said. "Our company presents them with an
opportunity to get an even broader selection of beers."
"Microbrewed beers, such as Anchor Steam and North Sierra Pale
Ale, have a different taste than your average mass produced beer,"
Cohen said.
"It’s a much fresher taste with a microbrewed beer," he said.
"The beer is handcrafted and doesn’t contain as many
preservatives."
Cohen, 33, graduated from UCLA in 1985 with a Bachelor of
Science in Electrical Engineering. Following a brief stint working
for Hughes Aircraft, he then pursued his master’s degree at the
University of Michigan and ever since has been working for various
consulting firms.
The Odyssey was founded by Cohen and co-workers Ed Patterson and
Paul Myhill. The three met on a consulting job for the West Hudson
Managerial Consulting Company, a corporation originally based out
of Los Angeles.
According to Cohen, Myhill was the one who presented him with
the idea for The Odyssey.
"Paul has the passion for beer itself … he’s devoted his whole
life to drinking beer … he personally approves every beer we send
out," Cohen said.
Myhill, now the chief executive of The Odyssey, had heard of
such companies in England in various microbrewery magazines. He saw
that Cohen’s specialty in computing and Patterson’s knack for
public relations combined with the increasing popularity for unique
beers was conducive to making their ideas materialize.
"Now that we have this microbrewery revolution The Odyssey is a
more viable concept," said Cohen.
Owners and managers of local bars have noticed a definite change
in the demand for microbrewed beers.
"We’ve been open since just last January and we’re packed every
night," said Dan Giraldo, manager of the Westwood Brewery, located
on the corner of Glendon and Kinross.
"I think people that are coming in are being more sophisticated
… they’re coming to appreciate the taste for beers and the
different qualities of beers." he said.
Many agree that the microbrewed beers are becoming more popular
with students as they acquire different tastes for better
beers.
"Microbrewed beers are here to stay … Americans have a much
more discernable taste for better beers … the market is
definitely here to stay," said Marc Stanish, manager at Maloney’s
On Campus, a local bar located at Gayley and Weyburn.
Cohen concurs that the microbrewed beer is not only a trend but
the future of the beer market.
"We really want to get a strong nationwide presence … so that
we will be the first in people’s minds," Cohen said. "We want deep
penetration in each market, then expansion from those places
because we see this not as a trend but as the future of the beer
industry."
Cohen states that this is precisely the reason that The Odyssey
is a practical business opportunity. But Stanish says the
popularity of microbrews may backfire if too much is available too
fast.
" … The market is becoming saturated. On a weekly basis, we
get several microbreweries coming to us and asking us to carry
their product," he said. "There’s just not enough room … I’m
seeing (microbrewed beers) more now than ever … If anything,
you’ll see a decline in the market."