Interview: Stone Brewing's Greg Koch

By Chuck Sudo in Food on Mar 31, 2010 4:20PM

Stone Brewing subscribes to a one word philosophy: Arrogance. It's a belief that their beers are simply better than all others, and that the quality of the beers the Escondido, CA-based brewery produces is so high that they stand above all others. "We aren't one of those breweries that feels as though we have to cut deals with distributors and bars to obtain placement on their menus," Stone co-founder Greg Koch said in an interview I conducted with him a week after the announcement that Stone was finally launching in the Chicago market. "We don't offer discounts or stocking incentives such as free glassware or other disposables, because we at Stone believe once you taste our beer sells itself on word of mouth. Your better beer houses understand this, which is why they're full all the time."

Starting tomorrow, Stone is celebrating its arrival in Chicago with a week of events throughout the city and suburbs that will have craft brew fans swimming in hops and malts. Stone's regular lineup of seven year-round beers will be available, as well as rare selections from their cellar that Koch and head brewer Mitch Steele are bringing to the city. Koch and I discussed the perils of dealing with Illinois beer distributors, the response of Stone's arrival from restaurants and bars, and other major plans for the brewery.

Chicagoist: Local beer fans have been begging for Stone to be sold in Illinois for years, if they haven't crossed into Indiana to purchase it. Why did it take so long to get distribution?

Greg Koch: We have a strong fundamental philosophy at Stone: The beer should represent itself. We put our energy and resources into making great beer. That's it. We don't use illegal resources to promote the brewery or our beers and some Chicago distributors and bars often have a "what's in it for me" mentality. If we go on sales calls and a beer buyer says, "If you want your beer in my bar, here's what you have to do," we don't place our beer in that bar. We don't offer the fifth keg free with a purchase of four, or give away free glassware and other stocking incentives. So when we made overtures to distributors about Illinois distribution, we wanted to work with one that 'got it.'"

C: Who will be distributing Stone in Chicago?

GK: Windy City Distribution is our distributor.

C: That's Jim Ebel of Two Brothers fame (Note: Jason Ebel is the primary owner of Two Brothers. Jim Ebel is CEO of Windy City Distribution, which distributes Two Brothers and a host of other craft beers). Why did you choose Windy City?

GK: Simply put, they get it. Their staff understand craft beers and brewing. they know the importance of proper storage, rotation of stock, and their staff is well educated on the subject of craft brewing.

C: And you're bringing the full lineup your beers to Chicago?

GK: Absolutely. The full lineup of year-round beers will be available. It's been a long time coming and we wanted to make an immediate impact in Chicago.

C: What has the response of Stone's arrival in the market been from restaurants and bars? Did you do any lobbying of notable beer experts and chefs?

GK: The response has been wildly enthusiastic. I was in town in November and we spoke with a lot of bar owners and restaurants. We conveyed our beliefs to them and asked if they would support us. we've been flattered by the response.

C: What has the response been from local breweries and brewpubs?

GK: Our typical attitude is "a rising tide floats all boats." (Three Floyds') Nick Floyd and the Ebels at Two Brothers are brothers-in-arms. Through them and others we've found that Chicago is passionate and educated about craft beer, and that everyone is interested in the promotion of the category.

C: Which of the Stone Week events are you personally looking forward to attending?

GK: I think the specialty dinner at Hopleaf on April 1 is going to be amazing. The three LUSH wine and spirits events will be very intense, with different rare beers at each location. I'm high on the Kuma's Corner appearance and the Publican.

C: There are some ambitious beer dinners associated with Stone Week. Have you always looked at brewing beer as a pairing for food?

GK: Anyone who's ever been to our compound and restaurant knows that we're advocates of our beers as complementary partners with good food. the two have gone hand-in-hand for centuries.

C: You've also been making waves about Stone setting up a brewery in Europe. Has there been any progress on that?

GK: There's been no progress on that. We're looking at proposals for locations in Europe, but there's nothing definite in the pipeline.