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 Post subject: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 12:10 pm 
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Twitter: Alphabrewingco
Derrick Langeneckert
CEO/Head Brewer
Alpha Brewing Company LLC
1409 Washington Ave
St. Louis, MO 63103


An Open Letter to the St. Louis Beer Community.

I would like to express a personal apology to you all for some insensitive and hurtful statements I made both before Alpha Brewing Company opened its doors as well as into its inaugural year. I was and still am new to the St. Louis beer scene and managing my own business. That is not an excuse, but I was ignorant to the impact and offense that could be taken from some arrogant and off color comments made callously and I sincerely regret these actions and the harm they have caused to the St. Louis Beer Community at large.

Over the past year I have spent a lot of time reflecting on what it means to be a business owner and a part of the greater beer community in St. Louis. I have seen nothing but love from the other breweries in town. It’s an incredible community for which I have a tremendous amount of respect and I feel honored to be a part of it. To truly be a part of this community, however I have amends to make.

I have been uncertain how to move forward to begin to attempt to heal the damage that I have done and have been further hesitant to engage this community online out of concern that any attempt may be taken as insincere and simply stir a hornet’s nest, but I realize that the only way forward is through reconciliation, and I need to prove that to you over time.

Given my past actions, I understand that some of you might have difficulty accepting my apology, but please know that I offer it with full sincerity. I also know that this apology is only the first step in a process that will take time. I am asking this community for a second chance and an opportunity to move forward and prove myself.

Thank you for being supporters of craft beer and all the positivity, passion and excitement you have for St. Louis beer. I would welcome the opportunity to show you around the brewery sometime, and would be honored to share a pint with you. 

Respectfully,

Derrick Langeneckert
CEO/Head Brewer
Alpha Brewing Company


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 12:41 pm 
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An admiral start to a new year. From me, apology accepted. I look forward to enjoying some of your beers.


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 1:13 pm 
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Strykzone wrote:
An admiral start to a new year. From me, apology accepted. I look forward to enjoying some of your beers.


+1!

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 1:57 pm 
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I respect the fact that you decided to apologize on the forum. Actions speak louder than words, so I'm hoping you follow up on these promises. Cheers.


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 2:27 pm 
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cubby_swans wrote:
Strykzone wrote:
An admiral start to a new year. From me, apology accepted. I look forward to enjoying some of your beers.


+1!

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 2:36 pm 
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While this may be a good start, you haven't done shit to me personally. So, this broad apology really means nothing to me. I think it'd show a lot more class reaching out to the individuals you offended, and making a personal apology. Send a message to the brewers that did or still do work at Goose in the beer community or Karen King, that'd probably mean more to me if I were them.

If you've already done that, then bravo.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 3:07 pm 
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Still not going to buy that beer I see dying on the shelves.


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 3:26 pm 
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AmuseDouche11 wrote:
Still not going to buy that beer I see dying on the shelves.


It's not dying. Randalls Jefferson sold through five or six cases.

Aside from your rudeness—

In response to any negativity responding to this letter:

http://youtu.be/0la5DBtOVNI

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 3:35 pm 
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jessunavailable wrote:
AmuseDouche11 wrote:
Still not going to buy that beer I see dying on the shelves.


It's not dying. Randalls Jefferson sold through five or six cases.

Aside from your rudeness—

In response to any negativity responding to this letter:

http://youtu.be/0la5DBtOVNI


Wow! A whole 5 cases..


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 3:51 pm 
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JasonR wrote:
While this may be a good start, you haven't done shit to me personally. So, this broad apology really means nothing to me. I think it'd show a lot more class reaching out to the individuals you offended, and making a personal apology. Send a message to the brewers that did or still do work at Goose in the beer community or Karen King, that'd probably mean more to me if I were them.

If you've already done that, then bravo.


+1

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 3:53 pm 
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(deleted)

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Last edited by jessunavailable on Wed Jan 01, 2014 3:59 pm, edited 1 time in total.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 3:58 pm 
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Know what— forget it. I wont fan the flames.

Jess: OUT.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 4:38 pm 
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jessunavailable wrote:
Know what— forget it. I wont fan the flames.

Jess: OUT.

Fan boy


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 6:39 pm 
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Strykzone wrote:
An admiral start to a new year. From me, apology accepted. I look forward to enjoying some of your beers.
+1

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Wed Jan 01, 2014 7:51 pm 
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best troll ever!

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Thu Jan 02, 2014 10:52 am 
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I demand self-flagellation on the bar top, while pouring out free pints and declaring STLHops as your one true god!! Blood must run!!! Then after that, if the "beer illuminati" in this area deem it just and right and pass down the word from Mt. Sinai in a Ten Commandments style event..the name Alpha will be able to be spoken again in anything other than hush tones in dimly lit halls. I await this sanctifying event!


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Thu Jan 02, 2014 12:00 pm 
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^word.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Thu Jan 02, 2014 12:13 pm 
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Which one of the 12 steps is this again?


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sat Jan 11, 2014 9:00 pm 
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Strykzone wrote:
I look forward to enjoying some of your beers.

And tonight i did just that at Alpha. I had a Butternut Spiced Porter and don't mind saying that it was quite good.


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 2:28 am 
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JasonR wrote:
While this may be a good start, you haven't done shit to me personally. So, this broad apology really means nothing to me. I think it'd show a lot more class reaching out to the individuals you offended, and making a personal apology. Send a message to the brewers that did or still do work at Goose in the beer community or Karen King, that'd probably mean more to me if I were them.

If you've already done that, then bravo.


I gave this thread a +1 mea culpa initially but I forgot about the personal offenses to a few individuals that I hold in high regard. I appreciate the open letter but I feel some personal apologies are in order, as well. I hope this can continue to move in a positive direction. We all love good beer, but I think I love the community more than the beer, and this is the root of the issue.

Cheers to a great 2014!

_________________
Favorite beer: Turban Bounty Canned Toffee Stout

Roses are red,
Violets are red,
Tulips are red,
Bushes are red....
I set your garden on fire.

Image


Last edited by cubby_swans on Sun Jan 12, 2014 1:08 pm, edited 1 time in total.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 8:00 am 
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11 moths later. hey why not


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 10:26 am 
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This is my perspective on this, more like a theory. I was talking to some business type people about this just last week, and they agreed that this is kind of what happens to business in trouble. Maybe I am being to negative, maybe I am spot on, but this is my view. Like it or not, agree with it or not. Here we go.

I (Alpha) have a great beer and I am going to go it alone. I can make it without this "Beer Community" after I piss off a lot of important people in the community. 6 months later business is not as good, reviews are ho hum, it is time to think about distribution to sell some of this beer. Even though I (Alpha) said I would NEVER do that, I have to sell beer to make this thing work. Beer finally hits the shelves and well sits, because of weird names, and no brand recognition. Because no one has heard anything about it. New year, umm it (any beer Alpha is making) is not selling so well anywhere, maybe it is time to make up with the Beer Community to see if I can sell this, and make it. Step one, big open letter to "The Community". Cross fingers and hope. Some have come back, some have not.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 11:39 am 
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jay8s wrote:
...because of weird names...


Yeah, because no one buys any beer with "weird" names...ever...at all. Except for of course all of the "weird name" beers that people buy all the time.


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 12:09 pm 
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BeerJD wrote:
jay8s wrote:
...because of weird names...


Yeah, because no one buys any beer with "weird" names...ever...at all. Except for of course all of the "weird name" beers that people buy all the time.



Average Joe off the street at Schnucks is not going to buy a beer they can pronounce.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 12:15 pm 
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But it's pronounced bicycle...


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 1:09 pm 
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jay8s wrote:
This is my perspective on this, more like a theory. I was talking to some business type people about this just last week, and they agreed that this is kind of what happens to business in trouble. Maybe I am being to negative, maybe I am spot on, but this is my view. Like it or not, agree with it or not. Here we go.

I (Alpha) have a great beer and I am going to go it alone. I can make it without this "Beer Community" after I piss off a lot of important people in the community. 6 months later business is not as good, reviews are ho hum, it is time to think about distribution to sell some of this beer. Even though I (Alpha) said I would NEVER do that, I have to sell beer to make this thing work. Beer finally hits the shelves and well sits, because of weird names, and no brand recognition. Because no one has heard anything about it. New year, umm it (any beer Alpha is making) is not selling so well anywhere, maybe it is time to make up with the Beer Community to see if I can sell this, and make it. Step one, big open letter to "The Community". Cross fingers and hope. Some have come back, some have not.


Don't forget "add a Groupon" to the list of things a business in trouble does.

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Roses are red,
Violets are red,
Tulips are red,
Bushes are red....
I set your garden on fire.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 3:06 pm 
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cubby_swans wrote:
jay8s wrote:
This is my perspective on this, more like a theory. I was talking to some business type people about this just last week, and they agreed that this is kind of what happens to business in trouble. Maybe I am being to negative, maybe I am spot on, but this is my view. Like it or not, agree with it or not. Here we go.

I (Alpha) have a great beer and I am going to go it alone. I can make it without this "Beer Community" after I piss off a lot of important people in the community. 6 months later business is not as good, reviews are ho hum, it is time to think about distribution to sell some of this beer. Even though I (Alpha) said I would NEVER do that, I have to sell beer to make this thing work. Beer finally hits the shelves and well sits, because of weird names, and no brand recognition. Because no one has heard anything about it. New year, umm it (any beer Alpha is making) is not selling so well anywhere, maybe it is time to make up with the Beer Community to see if I can sell this, and make it. Step one, big open letter to "The Community". Cross fingers and hope. Some have come back, some have not.




Don't forget "add a Groupon" to the list of things a business in trouble does.


Is Kirkwood Station in trouble? They have groupons all the time.


Last edited by hallandoates on Sun Jan 12, 2014 4:02 pm, edited 1 time in total.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 3:32 pm 
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Not every business that has a groupon is in trouble, but coupons/discounts like groupons or whatever are pretty standard things for a business in trouble to do to try and get people in the door. I use groupon all the time. At least a few times I have bought one only to have the business close down before I got a chance to use it.

I don't make it to Kirkwood often, but every time I've been there they are packed. They are probably doing just fine.

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Roses are red,
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Tulips are red,
Bushes are red....
I set your garden on fire.

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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Sun Jan 12, 2014 5:11 pm 
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Three Kings also does a lot of Groupons and I'd say they look OK as well. They certainly can be a sign of trouble, but there are exceptions to that rule.


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 Post subject: Re: Open Letter to the St. Louis Beer Community
PostPosted: Thu Mar 20, 2014 3:30 pm 
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I've come to the conclusion there is simply a different perspective from Alpha that just doesn't quite fit with my understanding of the community.

Two days, two posts I just didn't understand.

Don't get me wrong, I love sport coats and I buy growlers that sometimes lead to me having drank to much......but it seems like a poor way to promote your company.


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