(10/29/17 – The Leader-Herald) Central New York is making a name for itself in the brewing and winery business, and local crafters are “tapping” into the growing trend. Stump City Brewing, LLC, in Gloversville and Rogers’ Cideryard, of Johnstown, are two local craft beverage producers being featured in a series of short films. The films are part of an effort to help spread the word that this industry is thriving in upstate New York.
CNY region, a client at ABC Creative in Syracuse, has been producing Brew Central’s “Stories on Tap” since 2013, bringing together the stories, traditions and tastes behind craft beer, hard cider and spirits. The video series explains the process of each Central New York brewery with interviews and behind-the-scenes clips. The videos are being shot locally next week, highlighting everything that goes into the products of Stump City Brewing and Rogers’ Cideryard. Brew Central works to highlight the stories, traditions and taste behind the beverages in a short video.
ABC Creative Group Content Developer Brenna Vallar, said they created “Brew Central” as a way to bring attention to the hard work that goes into these products, and to also let people know they don’t have to go far from home for a great product.
“As an effort to raise awareness for the growing craft beverage industry in Central New York, CNY region and ABC Creative created Brew Central as the information hub of everything CNY beer, cider, wine and spirits,” said Vallar.
Stump City Brewing, owned by Casey Oare, Jerry Sherman, Nick Sherman, and Matt Sherman, produces a beer brewed with New York State grain and hops. Matt Sherman said the exposure from the series is something they are excited about, hoping it will help spread the word about who they are and what they do.
“Stories on tap is a great way to really show what a brewery is all about, the beer is very important and we are passionate about it. But, the story behind the beer can be very important, too. They are one of the few [who] really allow us to show that to a broader audience,” said Sherman.
Sherman said the importance of Brew Central videos is significant because it makes their story accessible. He said the most obvious way for people to learn their story is to visit Stump City Brewing, but acknowledges that is not always possible. He said the video, which explains how they operate, will be able to reach a broader audience.
“This will really push to people we are more than just a delicious brew. It will help bring those consumers who are interested in the brewery, its atmosphere and the owners rather than just trying the next big trend.” “They will feel invested and want to come back and hear the next crazy story or strange beer we came up with,” said Sherman.
Cideryard is a cider pub specializing in hard ciders crafted from their very own orchard meadow. Mitch Rogers, of Rogers Apple Orchard in Johnstown, said he also feels the video project will help tell the story in a way that people can connect to. He is also hoping that the video will explain some misconceptions on what hard cider really is.
“I think the stories on tap project is a great way for producers to portray their style and brand in their own words, and I think it’s a great way for customers [to] get to know businesses a little more personally. I feel it is important for my business, and cider, especially because there is a lot of confusion in the marketplace about what cider actually is, and how it’s made,” said Rogers.
Rogers said he thinks the idea of a short video is effective because people will actually take the time to watch something that is shown in just a matter of minutes.
“The videos will help create exposure because I feel people will be more apt to listen and watch videos compared to articles or ads,” said Rogers.
Brew Central will be filming Monday and Tuesday, and once completed, the videos will be shown on YouTube. Brew Central showcases ten counties located in Central New York. You can see stories already produced at www.brewcentralny.com.