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Kurt Widmer on the 25th Anniversary of Widmer Brothers Brewing


Kurt Widmer pouring a pint then and now.

On April 2, 2009, Widmer Brothers Brewing celebrates its 25th Anniversary.

Started by two bothers, Kurt and Rob, back in 1984 with money scraped together from friends and relatives, Widmer is now the 11th largest brewery in America. The brand is best known for their flagship Widmer Hefeweizen, considered the first American-style Hefeweizen, and still a refreshing and drinkable stand-out, especially in the summer months.

In honor of the event, Widmer Brothers is releasing a limited-edition 25th Anniversary brew, a double alt beer dubbed "84/09," brewed with a reflective eye towards the brothers' very first offering back in 1984, Widmer Alt. And what would an anniversary be without a little reflection? Kurt Widmer (shown in a then and now picture above) was gracious enough to answer some questions about the big event. ...

Mike Pomranz: It's the big 25 year anniversary! Congratulations! Did you ever think you'd be where you are today when you launched Widmer Brothers back in 1984?

Kurt Widmer: Thank you! No, we are continually surprised at how large and quickly we have been able to grow as a company. It's much more than we ever anticipated.

MP: What were your goals for the brewery back in 1984 compared to your goals today?

KW: Our original business plan was focused more on our own retail. We really just wanted to have our own pub, and also sell to 20 other on-premise accounts. Rob and I were initially trying to create a career just for the two of us, but it's been very rewarding to be able to add so many talented people. We take pride in being able to provide them a safe and sustainable place to work, where they can be excited to come to work each day.

Our goals today include an initiative to improve our equipment. Back when we started, there was nothing automated, and it was physically very demanding and dangerous work. Over time, we have maintained a commitment to keeping our brewery equipment state-of-the-art, so the labor is less damaging to our brewers and cellarmen. We didn't even think about that 25 years ago when it was just Rob and me lifting kegs. Now it's one of our top priorities.

MP: America's craft beer industry has changed so much in the past 25 years. What would you say is the single biggest change?

KW: The acceptance and enthusiasm for craft beer. Craft beers have gained recognition with so many people, especially as the preferred accompaniment to food.

MP: How do you view the American beer market today differently than when you first opened?

KW: I think that we helped to show American beer drinkers that craft brewers here in the U.S. can brew some of the best beer in the world, and when those drinkers want something flavorful, they don't have to reach for an import.

MP: In 2009, where do you see Widmer Brothers fitting in amongst all the other craft breweries now in operation?

KW: For us it's always been about brewing quality beers and being innovative. We have been recognized for our continuous development of brewers, cellarmen, equipment and beers. We also hope that other brewers look at us as providing positive energy for the craft brewing culture. For example, we are proud to be one of the founding members of the Oregon Brewers Festival. Things like that are really what we strive to have an impact on.

MP: Nowadays it seems like many craft beer drinkers are often just looking for the next big thing, and experience can actually be a detriment to a brewery. With so many "flavor of the month" breweries and the recent emphasis on "big beers," do you ever feel like Widmer doesn't get the respect it deserves from the growing legions of craft beer fans?

KW: I would say that a big part of Widmer's success in the marketplace can be attributed to the fact that craft beer drinkers identify with and respect what we do here, the beers we produce. We are known for our innovations and are respected for brewing beers that people enjoy drinking as much as we do.

MP: Where do you see craft beer going in the next 25 years? What will the Widmer anniversary in 2034 look like?

KW: There's no reason why the rest of the U.S. can't end up looking like the market here in Oregon. In our state, the percentage of craft beer sold is four times the national average. We think that can eventually happen all over the country.

In 2034, Rob will probably be drinking Hefeweizen in space ... he's always wanted to do that.

MP: Anything else you'd like to tell the Slashfood readers? We're all ears!

KW: Yes, not only are people now realizing that craft beer is great on its own, but it is a great complement to food. There is no better accompaniment to good food than good beer! Because of the broad scope of beers that are available, the gentle effervescence of beer which cleanses the palate, the satisfaction in having a grain product with a meal (beer is liquid bread!), it really is the best choice. Beer enhances the flavor of foods rather than overpowering them. Check out the pairing suggestions on our Web site.

MP: Thanks for your time, and once again, a hearty cheers on 25 years! (Yikes, that rhymed.)

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