Hoppy Times January/February 2001

"Online" Edition - Volume 8 Issue 1
"Every product we make greets you with a Smile"™

Topics In This Illustrious "Online" Issue Are:

HOPPY YEAR IN REVIEW!!!
HOPPY NEW BREWS...
HOPPY RECENT EVENTS!!!
HOPPY UPCOMING EVENTS...
HOPPY STAFF!!!

Please feel free to forward this newsletter to anyone you think might enjoy
reading our "hoppy" news...

HOPPY YEAR IN REVIEW!!!

SACRAMENTO, CA - The craft brewing industry continued to improve slightly in 2000 over 1999. According to statistics from the Institute for Brewing Studies based in Boulder, Colorado, the volatility in the marketplace is subsiding with both the number of openings and closings for microbreweries and brewpubs for the second consecutive year. In addition, total overall domestic specialty (craft-brewing) industry sales have continued to increase, with expectations of at least between three and five percent growth in 2000.
According to Mr. Bill Ennis, Hoppy Brewing Company's CFO, this news fits right in line with what Hoppy did in 2000, and what we plan to do in 2001. "We have all worked really hard this year to continue to increase consumer awareness about our company, our products, and our brewpub here in East Sacramento. With the increase in our sales of approximately 52% from 1999, it looks as though it is working," says an excited Mr. Ennis. "We have got some really BIG objectives for 2001, so I am sure you will be seeing and hearing even more about us this year than you did last year," finishes Bill.
In the brewing area, we continue to come up with new and exciting beers each month for customers to sample here at our brewpub. We updated our artwork, and have been getting our 22 ounce bottles and kegs out to the retail market here in Sacramento, and to our Bay Area distributor (A&D Distributing) for further retail distribution. One thing we would like to release this year is our Rasta Red to the bottle and keg market, which billed as "Stoney Face™ Red Ale" will require us to develop "new" artwork for the label and tap-handle. Any attempt at re-entering the 12 ounce market will have to wait until we can make facilities improvements here at our brewpub to handle plumbing and production demands.
On the restaurant side of the house, we have seen our business grow from serving a daily average of 193 people in 1999 to that of 312 this past year - an increase of 61.7%. We have continued to tweak functions of the bartenders, bussers, servers, and the kitchen staff with policy and procedure manuals so that we continue to try and provide the very best customer service possible as personnel change. We have routinely made changes in the food and beer menu's to keep things fresh and exciting, all while continuing to provide our customers with interesting quality menu items.
With regards to high-tech, we managed to sneak in before the end of the year with the installation of our first wireless network card. This feature is for those nearby business people who come in to our place and want to conduct work, but do not have an internet connection from their laptop. Now they will be able to plug into our network and have high speed DSL Internet access to conduct their business if they wish. Thanks Chris! Also, we are excited about further expanding our to-go business through "Food To You" with their the online site at http://www.foodtoyou.com.
So what else is on tap for Hoppy in 2001 you might be asking yourself??? According to Mr. Troy Paski, "Well...
    * We are going to continue working very hard on making our
      first brewpub operate as efficiently as possible, taking
      care of our obligations, and maybe even opening our
      second place before the end of the year.
    * We plan on installing some shelving above the bar, so
      that we can implement our "new" mug-club program for our
      frequent patrons.
    * We hope to get coasters and logo pint glasses made
      available to those who continually request them.
    * We plan on installing some better signage for the front
      of the building to help attract even more customers.
    * We will work on obtaining a liquor license, which will
      help satisfy the requests from some of our customers,
      and a catering permit to further broaden consumer
      awareness in the greater Sacramento area for our
      products this year.
    * We will work much harder on increasing our distribution
      throughout northern California with the hiring of a
      full-time sales person.
    * We hope to procure the proper funding that will get the
      TIN-Room in operating condition for actual retail sales.
    * I know all of our departments will continue to become
      more organized and systematized by the end of next year
      than they are currently.
    * Finally, we will continue to improve our customer
      service, which by the way, providing the very best
      customer service possible is my biggest objective
      for this company," concludes a very introspective Troy.

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HOPPY NEW BREWS...

SACRAMENTO, CA - With the Hoppy Claus™ making an early departure due to high demand from the tap prior to Christmas, those diner's who showed up for Christmas dinner, and the last Monday Night Football game of the season, were treated to the debut of the very tasty Heavy Hefe-Weizenbock. Basically, the Brew Crew used a larger helping of two-row, Crystal, and Wheat malts to brew Heffa's bigger brother. They also finished this tasty brew with a hiveful of Orange Blossom honey. Alcohol in this BIG brew is 6.5% alcohol by volume.
Currently lagering is Hoppy's first lager - "Hopinator" Doppelbock. This unique brew is wickedly high in alcohol and should be available some time later this month! The Brew Crew (probably imbibing too much on the Hefe-Weizenbock) got carried away using the two-row, Munich, Crystal and Chocolate malts to give this beer its smooth and slightly roasted flavor. This Doppelbock, which should finish out at about 8.5% alcohol by volume, when the yeast gets done chewing up all that extra sugar, will be a first of its kind for Hoppy in the Lager field...

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HOPPY RECENT EVENTS!!!

Our Lucky Lunch Winner for the month of December was Mr. Clyde Handford, from the Department of General Services, who is their Electronic Technicial. Congratulations Mr. Handford!!! We look forward to serving you your complementary lunch!
In addition to our normal daily Hoppy Hour from 4-7pm and our LATE-NIGHT Hoppy Hour from 10-11pm, featuring $2.50 pints and $9.00 pitchers, the Hoppy Crew continues to spread awareness of a number of our other incentives:
    * On Tuesday's & Thursday's we feature $0.99 children's
      meals with an adult meal purchase.  
    * On Tuesday's we feature $2.00 pints all day until we
      close.  
    * On Wednesday's we have a South Park special where most
      12 ounce beers on tap are only $1.00 from 10:00pm until
      Kenny dies!  
    * Closing the weekend out, on Sunday evenings we treat
      those in the hospitality industry to $1.50 pints from
      7:00pm until we close.  
      NOTE:  If you do not have a Hospitality Industry Pass
      (HIP) card yet, please make sure to ask your
      bartender/server for one, but you will need to show
      proof that you are in the industry...
    * Whenever our local NBA team the Kings are on TV, which
      is almost every game, we feature our "Jon Barry" Ale for
      only $1.00.  Gee...I wonder who else in town supports
      the KINGS like we here at Hoppy???
In other entertainment news, every Friday "late-night" continues to feature FBI (Far Beyond Intense) "The Chase" from 11:00pm until 1:45am in the main dining area of the brewpub. The Chase features the sounds of High Energy, Disco, House, Salsa, and RnB by local DJ's Wreck, E-Swift and Brian Tedlos for only a $5.00 cover. In addition, the crowd has gotten large enough that by 12:30 on most Friday nights, the guys at the door are turning people away; so if you want in to dance - show up at 11:00 and get in line to get inside...
Also, our logo wear (i.e., polo shirts, tie-dye t-shirts, ball caps, and fleece pullovers) can make for a GREAT gift anytime of the year. However, if you are not sure about our merchandise as a gift, we also have gift certificates available in most any denomination of your choice for use here at our brewpub to give as a present as well...
Lastly, we usually have some space available for your company parties in the restaurant, and if you are looking for a space to have a private party (and do not mind some rustic surroundings) our TIN-Room behind the restaurant might suit your needs - but the space is filling up fast. If you have an interest, just call 916.451.4677 and speak with Mr. Kenny Turner to plan your next party or event as soon as possible...

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HOPPY UPCOMING EVENTS...

FREE Beer!!! Did that get your attention??? Bring in this email, or flyer, on each standard government Monday holiday in 2001, and just order any Lunch/Dinner Entree from our menu, and we will give you one of our "available" 22 ounce bottles to go home with you as a bonus for stopping in to see us. However, this offer is only valid for one bottle per person per Entree, and you must be of legal drinking age in the State of California to be eligible. The first day to take advantage of this promotion is January the 15th - Martin Luther King Day.
Coming on January 27th, Saturday night at 8:00pm in the TIN-Room will be the return of Mr. Gorsky! Opening for them will be a band called Suspicion. Hopefully the weather cooperates for this show...
The SUPER BOWL of the NFL, or really the GRAND POOHBAH of all organized sporting events, is set for January 28th at 3:00pm PST in Tampa, FL. Therefore, if you have not marked your calendars, or made up your mind as to where to watch this event, make sure to mark your calendar with a big fat HOPPY on it!!! We will be having some awesome chili, pregame specials, during the game specials, and even after the game specials, so make sure to come early and stay late for all of the fun.
With Valentine's Day just around the corner, make sure to book your reservation early so that you can have the greatest likelihood of getting your first choice of time/location to celebrate that special day with someone special. The menu feature for that evening has yet to be decided, but if it is anything like last years uniquely prepared plate of King Crab Legs and a 21 ounce Porterhouse Steak for two, that also included a Valentine's Day desert - all for only $30.00 - which sold out - you will not be disappointed. Not to be forgotten, but for the "unattached" on this day, we will be serving a very tasty steak special, which will include one complimentary beverage and one "little" Hershey kiss for only $15.00...
In addition, if you would like a complete listing of what we currently have on our calendar, please click on the following web address.

www.hoppy.com/future.htm

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HOPPY STAFF!!!

If you are interested in sending one of us a note, just visit the following page and click on a name that has interest to you. We promise to write back in a timely manner... :)

www.hoppy.com/feedback.htm

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Remember...the craft brew industry is very competitive, and we can always use your help when you are out there in the bars, restaurants, grocery stores, and etc. How can you help us you may be asking yourselves??? Well...we need you to ask your local retailer(s) for our products (to the point of bugging them if necessary), so that you are able to buy the products that you "really" want - not just what is on the store shelf, or on-tap, at the moment...
You, the consumer, have more power than you may know. Speak up, speak clearly, and your earnest taste buds may reap those proactive rewards. If you do this, then we are sure it will not be long before you will be able to enjoy our Liquid Sunshine™ Blonde, Hoppy Face™ Amber, and Total Eclipse™ Black Ales outside of attending a local festival, or even visiting us here in Sacramento...

Thinking Globally - Brewing Locally!!!

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