FORT COLLINS, Colo. — To adapt a well-known riddle, if a great beer is brewed, but nobody drinks it, is it still a great beer? That’s the question the owners of Fort Collins Brewery, Tom and Jan Peters, asked themselves going into the brewery’s tenth year of operation.
Since purchasing the brewery in 2004, Tom and Jan have focused on improving the quality and diversity of FCB’s beers: building a new brewery from the ground up in 2010 and investing heavily in new equipment, including a state of the art bottling line in 2007 and a new 50 barrel automated brewhouse (the vessels used for actually brewing the beer) that will be installed in the summer of 2013.
“We’re very proud of the beer we make and the strides we’ve taken to get to this level of quality and consistency,” says Tom Peters, President of Fort Collins Brewery. “We’ve seen steady growth over the last ten years, but it’s been mostly through word of mouth and the efforts of our sales team on the ground. Now that the beer is where we want it to be, we want to fly our flag higher and spread the word about what we’re doing here.”
To that end, Tom and Jan hired Charles Stanley to fill the role of Marketing Director for FCB. Stanley, the former Strategic Projects Manager for Upland Brewing Co. and editor and publisher of the book A Six Pack of Stories, comes to The Fort Collins Brewery with several years of experience in the beer realm.
“I couldn’t be more pleased with the beer and the team that is making it,” says Stanley. “The quality of the liquid is great, and there’s a great culture here. The only thing FCB has been missing is someone to tell the world about it. The beer we’re making here is top tier, and I want to see FCB’s place in the minds of craft beer drinkers match that.”
Stanley plans to spend his first months with FCB systematizing and consolidating FCB’s existing marketing efforts and building strong relationships with the media and local organizations that make up the cultural fabric of FCB’s markets, especially in Colorado’s Front Range. Once the groundwork has been laid, he plans to get creative.
“Ultimately I want to tell the story of FCB, give people new and fun opportunities to interact with our brewery and our beer, and provide support for the bars, restaurants, and stores that carry our beer,” says Stanley.