So You Want to Start a Brewery?

So You Want to Start a Brewery?: The Lagunitas Story Paperback – October 1, 2014
Author: Visit ‘s Tony Magee Page ID: 1556525621

Review

“If you really want to understand what makes craft brewing fundamentally different and more recklessly thrilling than its plodding industrial counterparts, it’s hard to find a better spirit guide than Tony Magee. This is not a how-to business book, but a stream-of-consciousness sermon on one man’s ongoing trip into the unknown as he creates and continues to shape the destiny of one of the more iconic craft beer brands anywhere. There’s no glib advice here. Tony insists that we all find our own unique way to success, but it sure is enlightening being along with him for the ride.” —Randy Mosher, author of Tasting Beer

“Forget the title—this book will be as interesting to a teetotaler as it is to a beer geek. In So You Want To Start A Brewery, Lagunitas founder Tony Magee waxes poetic about the beginning days of Lagunitas. It really has nothing to do with brewing beer. It’s all about taking chances, and the trials and tribulations that inevitably follow. If anything, it’s an adventure story. I received a copy and was blown away at how much fun the writing is in this book." —Paste magazine

"Magee’s account of the company’s founding – and near-floundering –  reads less like a dry history than a breathless adventure script. With candid honesty throughout, there is no denying that this is a story from the heart." —ChicagoFoodies.com

“Documents the seemingly simple but uniquely savvy thinking Magee used to turn a six-barrel brewhouse into a top craft brewer. Instructive and inspiring for entrepreneurs of all stripes.” —Ray Daniels, director, Cicerone Certification Program, and author of Designing Great Beers

“A must read for aspiring brewers, beer aficionados, and entrepreneurs alike. This is a tale of perseverance and patience; creativity and wisdom; innovation and insight; and shared through the lens of an unlikely beer genius who cultivates his brand through a symphonic approach.” —Brett Joyce, president, Rogue Ales

“Like the beer of the brewery he founded, Tony Magee’s voice is original and provocative. Read this book.” —Tom Acitelli, author of The Audacity of Hops 

“All brewers think they can write, but Tony brings his unique and entertaining beer story to life in such a funny, breezy, yet thoughtful way that reading it feels like you’re having one of his IPA’s with Hemingway and Gore Vidal in a Key West bar. I read it cover to cover in one sitting and found myself laughing out loud throughout.” —Harry Schuhmacher, publisher, Beer Business Daily

“Unconventional brands come from unconventional people. Drawing from music and literature, Tony Magee sees the world in a way that most completely miss. He has poured his heart and soul into Lagunitas and we are all richer for it.” —Keith Greggor, co-owner & CEO, Anchor Brewing Company

“Tony is one of the most unique characters in all of craftdom, rising fast to become one of the top US craft brewers in recent years. He’s wicked smart and has a way with words; here’s his story told in his own inimitable fashion.” —Benj Steinman, Beer Marketer’s Insights

"Highly recommended for readers who are interested in beer, business tales, or even humorous and narrative American nonfiction." —Library Journal

"Tony Magee is quite the craftsman, not only with beer, but also with this wonderful and revealing read. Magee is as much an artist with words as he is with malt and hops." —All About Beer magazine

"Magee's writing, an entertaining and at times hilarious mix of Hunter S. Thompson gonzo-babble and Neil Young Waging Heavy Peace stream of consciousness, grabs the reader by the cojones (and if you weren't endowed with them, you acquire them quickly) and drags them along the cacophony of trials and tribulations rendering the biblical Job something of a slacker. Spoiler alert: it all works out. Somehow. Get this book." —Celebrator Beer News

About the Author

Tony Magee is the founder and CEO of the Lagunitas Brewing Company.

Paperback: 224 pagesPublisher: Chicago Review Press (October 1, 2014)Language: EnglishISBN-10: 1556525621ISBN-13: 978-1556525629 Product Dimensions: 6 x 0.5 x 9 inches Shipping Weight: 14.1 ounces (View shipping rates and policies) Best Sellers Rank: #24,522 in Books (See Top 100 in Books) #17 in Books > Business & Money > Industries > Restaurant & Food #28 in Books > Cookbooks, Food & Wine > Beverages & Wine > Beer #35 in Books > Cookbooks, Food & Wine > Beverages & Wine > Homebrewing, Distilling & Wine Making
This is one of those books that you may not need, yet it has the immense potential to become a must read just because of its sheer curiosity value. Of course, enjoying alcohol for its taste rather than its numbing effects may help too! If you have ever wanted to start your own microbrewery, distillery or cidery then it is even better!

Unless you are based in the United States, a fair bit of this book won’t be so relevant even if you are absolutely determined to make and sell your own alcoholic beverages on a small scale. The book can’t be a world expert on the individual licensing practices and business customs of your locality: even in the U.S. it would struggle as many things can and do vary between states. Yet as a general book, giving general information about a fascinating subject, it still can be a great thing. For those in the U.S. it may additionally give some pointers towards the legal and bureaucratic side of things, but you are, let’s be honest, hardly going to base your legal due diligence solely on a twenty dollar book!

Perhaps the best part of this book is its use of real-world examples; interviews from people who are doing this for a living, sharing their experiences both positive and negative. No doubt a few prospective business owners have a rose-tinted, romantic view about owning a microbrewery or similar venture, so if the book can throw a bit of cold water (beer? wine?) over you at the same time, whilst still providing focussed encouragement and cautious advice, should that be a bad thing?

This reviewer is neither based in the U.S.

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