Last time I listed what I believe are three keys to success in the craft beer industry. They are 1) Be Passionate, 2) Know Your Why, and 3) Remain Relevant. If you missed that first post that covered Passion, you can find it here. In this followup post I promised to dive deeper into the "WHY" behind UpCountry Brewing so let's get to it. If you have not yet watched the Simon Sinek video, please do so now. It will profoundly change your view of how the world works.

Even though Simon gave a great TED Talk on finding your "WHY", the concept is not new. It has been discussed for hundreds of years. Just ask these peeps:

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Wow - heady stuff. There are many more quotes but lucky for you I didn't want to spend all that time surfing the net, copying and pasting. I could also go on about how important it is to find your "WHY" but I won't do that because deep inside you know it is true. You do. Instead I'm going to talk about my personal "WHY" and how that relates to UpCountry Brewing.

As I write this I am 48 years old. Some think that is really old, others tell me I'm still a kid. It is what it is. I only mention my age because it has taken me most of those 48 years just to maybe/kinda/sorta figure this life thing out. What I've finally realized is that in my personal life it comes down to Family and Community. That personal "WHY" of Family and Community feeds into the "WHY" of UpCountry Brewing. Over the past year we have been far from perfect (stories for another time) but we continue trying.

This "WHY" of Family and Community can be found in our mission statement and our core values:

Mission Statement: To create awesome experiences while sharing our passion for craft beer, local music and for getting outside.

Core Values:

People First - We’re all in this together.

Right Thing, Always - Do it like your mama is watching.

Excellence in Everything - If it’s worth doing, it’s worth doing right.

Air it out - Sometimes you just have to fight, hug it out and have a beer.

Community Support - This is our home and these are our family and friends.

Have Fun - We’re in the beer business! ‘Nuff said.

I'd like to end this post with one more quote. This one is from a gentlemen who has influenced me and so many others in craft beer. This industry would not be what it is today without his impact over the years. Thanks Charlie.

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"A brewery without a clear identity is like a country without a constitution." - Charlie Papazian

We would love to hear from you. When you visit UpCountry is our "WHY" apparent? If not, what is it you see us doing that is not congruent with our "WHY". What can we do better? Please let us know.

Cheers, John C.