Tuesday, August 12, 2014


A friend convinced me Sketchup is an important life skill.

I made this table in an early tutorial.
Just a roof tutorial I messed with for practice.
You know that big Apple fest where Steve Jobs used to give his keynotes? I was there when Jobs introduced the Apple TV. That was the first time I saw Sketchup. Google was there showing off all its cool new stuff. My friend Justin and I imagined a world where Google Earth would be tied to it and you could walk into any building in the world virtually because every building had been modeled in Sketchup. Well, it's hooked up with Google Earth now, and that's cool, but you still can't walk into every building in the world. How cool will that be though?

I got to mess around a little with Sketchup and was probably one of the first people to download it, but I put it on the back burner for a long time because I just feel more at home in Adobe.  I'd used other 3D software before and had a bad taste in my mouth (I used to sleep at my office waiting for things to render).

But things change and I thought I'd take another crack at it, and I love it. I'm devouring tutorials. I hope to recreate breweries in Sketchup and animate virtual tours about the brewing process. Brewing always has the same components from brewery to brewery, but they're all set up differently, and the way the liquid travels through physical space is really interesting to me. Brewers tell me all the time that if they had set up their breweries, they'd have done it differently. Wouldn't it be cool to check out what brewers are doing all over the world? There could be a whole new world of virtual collaborations that use Sketchup models. And fans of your beer could go in and take tours imagining they're there. And when they expand their operations, they could virtually create additions and reorganize their space. and, and, and,

And I'm still just a Sketchup n00b, but I hope to be making a model of my apartment soon, so I can make better use of my space. There's a lot of clutter at my place right now, and there's gotta be a better way.

Wednesday, August 6, 2014

Starr Hill Logo Rework

Sometimes it's fun to take a logo and redesign it in such a way that takes the branding in a completely new direction. I spend a lot of time thinking about brewery logos and branding, and I started thinking about Starr Hill's logo. It's a giant star that looks like a sheriff's badge from the wild west. I like it. It's simple, bold, immediately recognizable. I'm not trying to "improve" anything (just as a disclaimer). I'm a fan who wants to reimagine the corporate identity of one of my favorite breweries.

Anyway, here's what I was thinking: Blue Ridge, nighttime music festivals, soothing, modern, and military.
The star always looks a bit military to me. I used a camouflage swatch set to come up with the color motif. I want more than one star to give us the idea of a good night and even a little magic (think a sorcerer's cap). I kept all caps on the logo for strength, but I used Helvetica to make it simply modern. I think it's a good contrast with the rounded corners of the bounding box. It makes the beer look accessible and easy. It's also fine when it goes black and white with a little help.

I worked the golden mean a bit more than I usually do on this one. Also, I wanted it to be reminiscent of patriotism. . . I'm kind of dancing with the military thing a bit.

Just to restate: I am not criticizing Starr Hill's logo in ANY WAY. Think of this like you would Twilight fan fiction. I'm just a fan having fun with design.

Friday, August 1, 2014

On a Steel Horse I Ride

I designed this Tshirt. If fifty people reserve it, it will be printed, and the people who reserved will get one of these limited edition pieces of art. I wish you'd get one. It would make me happy. It's an outlaw cowboy motif with a skull and pistols. I've been asked about this one a lot, so I decided to stick it on a shirt and see if anyone wanted it.

Click here!!!

I'm enjoying making these tees. I think I'll make a few more.
Thanks for the support.

Thursday, July 31, 2014


A lot of people in my life love this beer. My wife is one of them. It's a biting, sweet drink that is fine out of the bottle, but is even better on ice. I use it to make Moscow Mules.

Crabbie's is from the UK, but it's huge here. Ginger seems to be a love-it-or-hate-it thing. Some people can't stand the taste of ginger.  I feel sorry for those people.

Ginger seems to growing in popularity around here. Wild Wolf has a ginger lager, Devils Backbone did a ginger, and Bold Rock is saying they're going to be releasing a ginger cider. And Left Hand's Good Juju does pretty well at some accounts.

But Crabbie's is amazing if you're looking for something different.

Wednesday, July 30, 2014

Do You Like It in the Can?

I think I'll be talking about beer in cans a lot more here, pretty soon. The craft beer world is increasingly switching over to cans and in Virginia, there's even a mobile canner who will bring his machine to your brewery and can your beer in a day. It's pretty remarkable to see.

One day in Germany about ten years ago, they thought it was a good idea to start charging a deposit on all aluminum cans: 25 cents!!! It was part of an aggressive tactic to curb the amount of curbside and countryside garbage that had been accumulating. Bottles had a ten-cent deposit that kept most people from just throwing them in the street when they'd drunk all their beer, but aluminum had always gotten a pass. I think it was because of interests like Coca-Cola. Anyway, the huge deposit worked, but it also kind of backfired.

Greedy gas stations and the like demanded that you bring back your can with a token to that exact location. So, say you bought a can of beer from a 7-11, you couldn't just bring back your beer can to any old 7-11; you had to bring it to the same one, which really sucked if you were on a road trip. You just lost 25 cents a can, and the 7-11 just got free money.

Most places just stopped selling cans. See, bottles in Germany are where it's at. They reuse the bottles as many times as they can before recycling them. It's a great system, but Americans hate to reuse anything for some reason. They'd rather just skip to the recycling part. It's annoying for hardcore environmentalists to see this, but it is what it is. Americans refuse to reuse bottles and Germans place too large a burden on aluminum. But there's good news for the USA:

Aluminum is one of our most abundant and most easily recyclable resources!

In fact, I heard on NPR a while back that if we all just recycled everything aluminum, we could cease all mining operations of that material right now! And unlike plastic, we can recycle the same can an almost limitless amount of times.

And that's why I personally love the canning of beer and applaud the continued acceptance of it.

Tuesday, July 29, 2014

Oru Kayak at Douthat State Park

 As soon as we pulled up to the lake at Douthat, it started raining, but we'd come all that way, so we decided to get in the lake anyway. The temperature dropped by 25 degrees, easy, but the water was really warm, so it felt comfortable.
Jim got up on the dam and took some pics.
I liked getting up close to the weir and looking over the edge. Lakes that have that kind of feature are fun because man-made structures like this are cool to explore.

I capsized once trying to get a lure out of some low-hanging branches, but the water was so warm, I didn't mind the swim. Douthat also has a beach with a little platform with a diving board on it. The beach was all but empty due to the rain. We almost had the whole lake to ourselves.

Monday, July 28, 2014

Agritourism and Beer

Breweries per capita

Virginia is getting pretty craft beer crazy. When I got here, most people didn't know what an IPA was and now I could almost drink local beer exclusively. It's an exciting time to be in the beer business.

Lately, there have been a lot of articles like this good one saying what so many brewers are saying, a plateau and a die-off are coming. It's a bit premature to get too worried about, I think, but I thought I'd put my two cents in about how a brewery in a place like Virginia could weather the storm so many prophets are presaging.


Agritourism has been the darling buzzword in this state for years, and I think beer and farmers need to get in bed a bit more. As airfare rates rise, they vacation closer to home. As more people move to cities, they want to visit rural areas to see the trees, the cows, the pastures, the horses, the eagles, the streams, the mountains, the sunrise over the Blue Ridge, etc.

We've already seen the start of this. More and more, I meet people from DC and Maryland and New York who are coming to float down rivers and hike. They want to pick apples and strawberries and hops. They want sit back and enjoy everything local about the Shenandoah Valley, and that includes the beer.

I've got a ton of ideas about how farmers and outdoor adventures companies and breweries can start working together to build stronger economies in our rural areas. I think it's the future. I want to get a brainstorming session going.

Tuesday, July 22, 2014

Pale Fire Brewing Company

A while back, I was in Chicago. I was leaving Goose Island in a black Über SUV and talking with Tim Brady about the name of his new brewery in Harrisonburg. I'd written a paper on Nabokov's Pale Fire at Berkeley, and I simply loved the multi-layered, reference-rich name he'd chosen.

Tim is no slouch when it comes to brewing, but he's going to be working with Jamie Long from Flying Dog on this new venture. Or should I say Flying Dog via Starr Hill via the Siebel Institute? He's a pro, Jamie.

There are too many things I love about this project. They're part of an urban renovation effort at the Ice House in Harrisonburg, they're already collaborating with one of my favorite breweries, and their name is pilfered from a Shakespeare play. And also, you know, beer.

And there are a lot of questions. What will be their flagship? I hope it's not another IPA, but a killer pale ale? Who will distribute? Tim used to sell at Specialty Beverage, and I used to work at Virginia Eagle, and Blue Ridge is dying for more locals. What kind of awesomeness will their tasting room present the scene? I mean, Three Bros has a GREAT tasting room. Theirs has to live up to that for sure!

I wish them luck!
Here's another article about them ➥

The following is just for Shakespeare nerds:

Shakespeare used the term "pale fire" in Timon of Athens: "The moon is an errant thief, she snatches her pale fire from the sun." Nabokov definitely references Timon in his novel. But he also brings up Hamlet. Everyone loves Hamlet, though. Anyway, in Hamlet there's this "The glow-worm shows the matin to be near And ’gins to pale his ineffectual fire." My paper in college was kind of about this. Kind of.

I don't think it was wasted on Nabokov, and I love that Shakespeare uses "Pale" in one as a verb and as a noun in the other. In a nutshell, I think that Nabokov and Timon and Shakespeare are saying that as you steal or borrow or represent or snatch a thing, that thing pales. That's particularly interesting because Shakespeare was definitely a thief when it came to stories, characters, and even whole lines.
Hamlet at one points tell Polonious  "You cannot, sir, take from me anything that I more willingly part withal—except my life, except my life, except my life"
The sun willingly parts with its fire, but she who snatches it only has something far paler, thing which is not the thing itself. It reminds me of Cleopatra in Antony and Cleopatra lamenting that she will one day be aped by a boy on a stage and that no representation of their life will ever be a decent depiction of the passion of their lives. And then there's the "humble cockpit" in Henry V.
OK. I'm stopping now. I do miss talking Shakespeare with people who care about things like that. 

Monday, July 21, 2014

Smart Mouth

 Smart Mouth Logo

When I went to GABF last year, I got to hang with the guys from Smartmouth Brewing. They are nice people who make good beer up in Norfolk. I got to try some of their stuff on brewer's night at Wynkoop, and enjoyed it immensely.

You can't get their beer where I live, but when I see it on my travels, I always get a pint. They're canning now, which is nice. Canning is becoming that thing craft brewers have said it would be. I've been listening for years how it would be the norm one day. Mark Thompson is always touting the benefits of canning. Wild Wolf does the same in their ads. Yesterday I had a Heady Topper whose can implored me at length to drink it directly from its aluminum chamber. I didn't. I'm not afraid of sediment. Are bottle shops going to be can shops soon?

Anyway, Smartmouth is doing something cool for Virginia Beer Month (August). They are expanding their capacity by 75% and offering tons of firkins at their tasting room. Not bad, eh?

Anyway, I'm looking forward to meeting up with these guys again in August. I also hope their increase in capacity means they might be stretching out into the Shenandoah Valley soon.

More about Smartmouth here ↠

Friday, July 18, 2014

Rocktown Rye

If you know me, you know I love brewery collaborations. When one can taste the artistic influence of both producers, there's something special in there. My personal belief is that true genius occurs at the nexus of partnership. I've said that a lot and will probably continue to do so until I'm proven wrong.

One of my recent favorites has been this Rocktown Rye from Harrisonburg brewers, Adam Shifflett from Three Brothers and Tim Brady from Pale Fire. The collaboration was put together with help from Harrisonburg Downtown Renaissance, and the sale of every pint benefits in part that organization, which is nice.

The beer is a dark yellow delight with a hint of malty cereally goodness to make you say "Pale Ale?" but with enough hops to make you say "Pale Ale!" Normally, anything with rye is not what I reach for in the summer, but the rye presence in the Rocktown gives it a grip I enjoy and makes me wonder why I don't become a catcher in the rye every summer. . . even the excruciatingly hot ones.

Getting this beer to market was an adventure that included me running down closed streets with kegs between the people who were racing in the annual 10k. There were major misunderstandings about who could get the beer, where they were supposed to order it, when they were allowed to receive it and tap it. It was a Fourth of July mess. Fourth of July messes are par for the course in distribution: it's the busiest day of the year.

For some reason, they're only allowing restaurants in Harrisonburg to buy it. So if you want some, you'll have to come to the Shenandoah Valley. It's worth a trip to try. Most of the restaurants downtown have it, but Three Brothers has it at their brewery, too, and that's always worth a trip.