(Bend, OR) – Who told these guys that breaking news on a Saturday is a good idea? Nevertheless, Yet to be Named Brewery has revealed that it will be called the Crux Fermentation Project. Per Facebook…
Crux Fermentation Project…what does it mean anyway?
1. a vital, basic, decisive, or pivotal point. “The crux of the matter.”
2. something that torments by its puzzling nature; a perplexing difficulty.
Our name, “Crux”, celebrates the moment where tension and conflict meet. It’s that critical do or die moment where everything comes together— striking that perfect balance. Some people perform their best in these moments, and surely the moment inspires innovation and creativity to push through. We’re not pursuing convention— we want to face the “crux of the matter” and push through to the other side. What’s there? We can’t wait to find out.
“Fermentation Project” also has meaning for us. Fermentation lies at the “crux” or “the pivotal point” of the brewing process. And Project best describes the process we’ve experienced in sharing our dream with friends, families and a wide variety of beer lovers from both inside and outside the industry. With each step, more and more people have joined us and contributed to the vision. We had an ah-ha moment— we realized this will always be a “project”— experimental and collaborative at its core.
The Brew Site has more details, noting that the brewery is looking to please the same crowd of beer people that dig Dark Lord, Pliny the Younger and so on.