There’s something rugged and romantic about the Wild West.
Beyond the dusty plains and horseback rides under the gleaming sun, there’s an ideal of self sufficiency, born from the created reality of Manifest Destiny. It wasn’t necessarily about going it alone, but recognizing the opportunity to make something of oneself in the midst of everyone else doing the same.
To seize a moment when odds were stacked against you.
Kind of like business.
“We were all standing around one day, lamenting hops,” said Lonerider Brewing Company CEO Sumit Vohra, recalling a conversation that led to the creation of a potentially record-setting beer. “I’m saying to my team, ‘I can’t believe we’ve got to a point where we can’t find hops.”
Of course, that’s not entirely true. Vohra and his brewery staff could certainly find hops to use for their Shotgun Betty Hefeweizen, Sweet Josie Brown Ale, Peacemaker Pale Ale and even their IPA, Addie’s Revenge. It was just the fact things were getting a little harder.
“Our brewers have to predict our production levels two years down the road to contract hops now,” Zohra said. “That’s the business reality of it.”
Which led to a decision that may have been part parody of the situation or part marking inspiration, but really just an excuse to play.
It was a fitting chance to explore the outlaw theme of Lonerider.
It was an opportunity to create a traditional, American beer, utterly untraditional in its conception.