The Time is Now
We are a brewery, but as a business we can do more. Since our debut in 2012 we've been striving to push the status quo, push our own creative limits, and build a culture around us that shares a similar vision. We cannot sit still. And we look to surround ourselves with artisans, supporters, and instigators that share in the comfort of this discomfort.
Our jobs are great, but, like so many of you, we still have the drive to do more. We strive to push forward and surround ourselves with inspiration and creative expression. The vision of Solemn Oath has always been built around the ideal that every idea should be challenged with a fresh voice. And if that idea continues to fight through, our end result is always stronger. Always better.
Those aspirations may sound high. They may sound unrealistic. But, each day we make beer with the idea of reaching new heights. Our colleagues in the craft beer world continue to make better and better beer and we welcome the challenge to match them. Our partners in distribution and retail get more and more creative to stand out as the market develops and grows around us. Our patrons and supporters at the individual level continue to create art, make music, design industrial processes, work smarter at their desk job, and inspire us and those around them. Who are we to sit complacent? Who are we as a group of creative and hard-driven individuals to simply make beer and watch the world change around us?
"The measure of intelligence is the ability to change." - Albert Einstein
SOVER is an idea. Well-made for free radicals, SOVER begins its journey July 15, 2013. We're coming to market with an initial focus on apparel, but will branch out quickly as we evolve. We don't know where this road will take us. And that's alright. There will be challenges. There will be pushback on a manufacturer of beer stepping outside of normalcy and doing something different. We're ready for that.
"It's not what you look at that matters, it's what you see." - Thoreau
We developed the initial line over the course of a single weekend. We'll tell you more in due time, but, for now, know that we initiated SOVER rapidly by design. Our instinct is to accomplish things quickly, to set a goal and get to work. In starting our brewery, we learned that there's never a perfect time to take a big leap. If you ever want to get off your feet, you prepare yourself, have faith, and go. The stars do not need to align; you can line up your own and get after it.
This is what SOVER is all about. Forged from the ideals that drive us as a brewery: a focus on quality, diversity, creativity, presentation, simplicity, design, and telling the stories of the people around us. It's an extension of our culture and embedded in a place that we don't believe completely exists yet.
We are SOVER. And so are you.
To register and be the first to know upon release visit www.SOVERproject.com. All images within this post were taken by Michael Kiser of www.GoodBeerHunting.com during the first SOVER Summit at Camp Wandawega. More on that weekend to come.
