As of December, 2011, the Brewers Association reported there being 855 breweries-in-planning. Fast forward to now and that number is probably much closer to, if it hasn’t surpassed already, 1,000 breweries-in-planning. With such a large number you’re bound to have some new breweries making some missteps, even long before they start the first boil.
…And this is where we introduce a tiny startup in Florida called Fumducker Beer.
Copy on the company’s website reads, “Soon to be America’s Favorite Beer. FumDucker™ Beer is brewed to perfection offering a smooth and balanced taste with a generous alcohol content. One drink and you’re hooked. Warning: This is not your grandfather’s beer.”
Fumducker appears to be the brainchild of Ronald Cika, a Florida-based real estate broker. Here is Cika talking about why you should choose Coral Shores Realty for your needs…
Cika, or someone else at Fumducker, made a bit of a miscalculation though.
Fumducker sent this press release to PR.com which went up earlier in the week.
Fumducker Beer Company is looking for a national partner with manufacturing and distribution capabilities to enhance current beer sales.
Fumducker Beer Company recently introduced its newest beer brand and is seeking a national partner who has existing beer lines or who would like to expand their beer lines.
Partner must have manufacturing capability, a solid distribution network and retail outlets already in place.
Fumducker Beer Company has developed a strategic and targeted marketing plan which, with the right Partner, could increase market share to $100,000,000 annually.
BeerPulse is unable to verify any current beer sales or recent product introductions from Fumducker.
Furthermore, market share is always expressed in terms of percentage, not dollars. And what does $100 million in market share mean? Revenue? Only the largest craft breweries like New Belgium (and, yes, larger non-craft breweries) are making $100 million in revenue annually. These companies have been around for two decades. Or more.
Oh, and the press release was taken down.
It gets better…
A couple days after that press release went up, another one followed, again at PR.com.
Fumducker Beer Company has recently announced its strategic partnership plans with Pabst Brewing Company. Pabst Brewing Company was chosen as a potential strategic partner due to its extensive beer manufacturing capabilities and distribution network.
Pabst was recently acquired in 2010 by billionaire C. Dean Metropoulos and has turned over the company to his two entrepreneurial sons, Evan Metropoulous and Daren Metropoulos; who are co-CEO’s of the recently acquired company. Pabst Brewing Company is an iconic American company and both Evan and Daren have a vision of re-energizing Pabst and bringing it to the forefront again. A partnership of both Fumducker Beer Company with Pabst Brewing Company could result in unprecedented growth for both companies.
Fumducker Beer is brewed right here in America. We proudly support the Wounded Warriors Project and portion of all proceeds goes to benefit those that have served our Country. God Bless America and our Soldiers.
They took that one down, too.
It gets even better…
Shortly after that press release went up, a third one followed:
Fumducker Beer Company hereby retracts a press release issued on April 9, 2012 in which it stated that it had entered into a relationship with with Pabst Brewing Company. Fumducker Beer has no such relationship with Pabst Brewing Company and is not in discussions with Pabst Brewing Company regarding any such relationship or other commercial arrangement.
BeerPulse contacted Cika to find out why Fumducker retracted the press release regarding Pabst. Cika replied, “I retracted the press release at the request of their general counsel. At this time, Fumducker Beer does not have a business relationship with Pabst Brewing.”
BeerPulse also phoned Pabst General Counsel, Jim Vieceli, to see what the story was. Vieceli was only able to speak on the record in regards to the following:
1) Is Pabst currently in any sort of negotiations with Fumducker?
2) If not, had Pabst had any formal negotiations with Fumducker prior to the posting of the Pabst press release?
3) If not, was Pabst aware of Fumducker prior to the Pabst press release?
Vieceli: No [for all intents and purposes]
The Brewers Association recently reported that it will be increasing spending on positive press for craft beer by 5x up to $100k annually (h/t Evan Benn). With so much positive press out there about craft beer, the number of people interested in opening breweries is only going to increase. Maybe tenfold.
And for every Jacob McKean out there, there may well be a Ronald Cika…