In a market flooded with thousands of breweries that put on display their brewing machines and wax eloquent about their beer-making process with customers while they sample what’s on tap and munch on exotic dishes, Floodland has taken the bold way of simply selling beer to their customers online. The motto of Paysse, who was one of the original founders of another brewery – The Holy Mountain Brewing, is that he “loves, loves, loves” the process of making beer and sharing his unique mixes to the customers.
Floodland: A Unique Place
Early in 2017, after Paysse had amicably parted ways with Holy Mountain and its traditional methods of brewing and selling beer to customers, he decided to take a radically different approach to selling beer in the market. He didn’t just want his beers to be raved about but also wished to create a unique selling experience that screams “convenience.” So a customer had the option of selecting the kind of beer he wanted to drink and enjoy a bottle of Floodland’s brews at a place and time of their choice.
Apart from Floodland’s unique marketing and selling techniques, what sets it apart is the slow, aging process that Paysse firmly believes in to make his beers taste exquisite. Many of his fans consider his beer to be less acidic but more nuanced in the flavors they have to offer the customers.
Some of the top-selling varieties are Field Blend Cherry, Protection Spells, and Drive Out the Spirits. Paysse, who does the bulk of the brewing himself, selects fine ingredients to make his brews and enjoys experimenting by mixing fresh yeast with uncommon things like cardamom, rose water, and balsamic vinegar.
Floodland’s top-selling varieties are the sours, and they are especially known for their delicious fruit content that leaves you with a mouthful of lingering flavors that can be enjoyed well after you’ve taken a sip of your drink.
Another feature that makes Paysse’s brewing process unique is the foeders and barrels in which he ages the beers. Despite starting operations in early 2017, the sale of beers could actually take place closer to the year-end because he was particular about letting the beer remain in special vats for a long time, grabbing as many ingredients available in natural, controlled air conditions, and developing their flavors over a while.
Customers were overjoyed with the results, and even today, when Floodland’s bottles are up for sale every two to three months, it’s not easy to get a beer after a certain number of days because they are sold out.
Their Selling Policy
The first thing that hits you when you visit their website is that it has nothing on it except for a few characters like they would appear on a Word document – stark – and a space where you can enter your email address. But don’t let this bare minimum website fool you.
Paysse actually has a winning, working process that allows him to sell his beers and focus on making enough for the next batch, while also making rent for the space he uses in Fremont, Seattle, where the brewery is located.
There is no taproom, as mentioned earlier, and the brewery is a medium-sized space of 5,000 square feet in the basement of a commercial building in Fremont. Paysse has taken particular care in every aspect of the business, right down to the artwork that features on his bottles, as he firmly believes in giving the customer the best he has to offer.
So if you click on a couple of Frequently Asked Questions (FAQ) links that do appear on his site, they will tell you all about how you can order your beer and become an exclusive patron of the establishment if you’re interested.
If you’re looking to be a part of the exclusive “Oakworks,” then be prepared for a very, very long wait, as is already mentioned in the site. You need to pay a fee to join the club and another amount to get the actual beers periodically.
The second option you have to lay your hands on their brews is to join the website’s “reserve” list that acts as a list of people who want to join the club, as well as get notified when beers are up for sale.
The third option is to purchase their brews on popular liquor selling websites, such as vinespring.com. This site used to cater only wine and champagnes but has now expanded its inventory to stock craft beer as well.
As Floodland’s website states, they have their content written in a text-message-like format because they are here to make beer, not fancy websites. This is why their beers have consistently been given top ratings on all beer specializing review apps, such as Untappd and Beer Advocate.
People have to ensure they sign up for the email lists to get notified when their orders are ready and go themselves to receive their drinks. There are no proxies allowed, and they’ll just have to grin and bear it if their beer is sold out.
Floodland has taken a bold step in the world of fancy beer selling by sticking to basics and putting in all their efforts and creativity into making the focal point of the business better – the beers. They keep the customers notified well in advance about their sales and also send friendly reminders when it’s time to collect. Ultimately, Paysse wants to keep exploring the world of alternates to simple IPAs in the world of artisan beers.