Today we’d like to introduce you to Joseph Keenan.
Joseph, can you briefly walk us through your story – how you started and how you got to where you are today.
I purchased Beer and Wine and took over the business Oct 1, 2012. It is a small proprietary craft shop and licensed winery which I added on Oct 2013.
We’d love to hear more about your business.
Tucked away in the heart of Sandy Springs, Georgia is a one-of-a-kind luxury craft shop and licensed winery where individuals who make their own wine, beer and cheese come to purchase products and equipment. Beer & Wine Craft on Sandy Springs Circle specializes in supplies, equipment and classes for individuals who make their own wine and beer. The shop also offers a total winemaking experience for those who prefer assistance producing an elegant batch of wine for personal consumption. Currently, there are three licensed wineries in Georgia where individual can make wine and Sandy Springs is home to one of them. If you are into local trivia, the Beer & Wine Craft shop also makes Sandy Springs home to the smallest licensed winery in the United States.
The owner of Beer & Wine Craft, Joe Keenan, purchased the shop in 2012. He relocated the following year in order to provide more room for winemaking supplies and processing. The existing license allows individuals to make their wine from the shop’s selection of over 100 varietals of pre-packaged juice and blended juices, which will make approximately 30 bottles of wine – perfect for the next wedding, rehearsal dinner or special event. The premium grape juices come from all of the major wine-growing regions of the world: Australia, New Zealand, South Africa, Germany, France, Italy, Spain, Argentina, Chile, Canada and the states of California, Oregon and Washington.
According to Keenan, “what you will notice about our wine is the clean taste of the grape juice. The taste isn’t masked by preservatives, which are present in many store-bought wines. Sulfite is a wine preservative and stabilizer. Our wines have about 40% of the sulfite that are present in most commercial wines. Another amazing thing is that the red grape juices we handle are cold stabilized at approximately four degrees Celsius for four to six months. This process precipitates tartaric acid crystals out of the juice, which basically prevents malolactic fermentation that can generate histamine, which gives headaches to many wine drinkers. We think of our wine as “no-headache wine”. Now that doesn’t mean that you can’t get a headache from our wine because, if you consume too much alcohol, you can get a headache not caused by the histamine, but from the alcohol itself. So from a wine-lover’s perspective, you have two advantages with our wines; less sulfite and less headache potential.” The total winemaking experience takes from 6-8 weeks with three visits to the shop, the third step is to bottle and take it home. With all wines, some bottle aging is advised before drinking – the amount of time depends on the type of wine. Generally, reds take longer than whites. All the grape juice sold at Beer & Wine Craft is a premium quality juice provided by suppliers who sell approximately half of their production to commercial wineries that make, bottle and brand name their products. Yes, you can buy a store-bought wine from the same batch that is sold in the Beer & Wine Craft winery, however it is impossible to trace the commercial wines and connect them to the wines you vinify.
In addition to the premium grape juices used for wine production, Beer & Wine Craft has a great selection of fruit wine bases which have been specifically prepared for winemaking. The benefit to the individual winemaker is that there is no need to test and calculate the amount of sugar and additives in order to balance the wine prior to vinification. These wines are quite good and true to their fruit flavor for those who appreciate a more fruit based final product.
It is truly amazing that individuals can make wines that exceed table grade quality for table grade prices. For a comparable, commercial wine purchased in almost any retail store, you will pay from $12 to $75 yet our wines will cost the winemaker from $4 to $12 per bottle to make. What strikes most people is the enjoyment of making the wine they consume and share with friends and family. It’s fun, easy and for many, an interesting process that becomes an interesting hobby and pastime.
Homebrewing and craft beer started its multi-year climb in popularity in the 1990s. Beer & Wine Craft began providing beer-making supplies in 2000. The rate of growth has been phenomenal with year-over-year growth rates exceeding 20% in some cases. Home-brewing and the craft beer segment are now firmly established in the marketplace and will continue to do well as state laws change in favor of this craft. Homebrewing is not a difficult craft and can be accomplished with a minimal capital investment in equipment. It is a communal craft where brewers get together and have fun brewing. What is intriguing for most brewers is the unlimited range of options available to the brewer who can easily create a unique beer by simply varying the ingredients. Selecting ingredients from over 150 varieties of grain and over 200 varieties of hops gives each brewer an unlimited number of combinations from which to build a recipe for brewing. There are several ways to brew such as extract brewing, all-grain brewing and brewing “in-the-bag”. All-grain usually takes 5-8 hours, whereas, extract brewing using already prepared wort takes 2 hours and “brew-in-the-bag” splits the difference at about 4 hours. The cost of brewing is considerably less expensive than buying the finished product. The home-brew industry typically brews 5 gallon batches, which equate to 50 bottles of beer that range in price from $.75 to $2.00 per bottle, depending on the beer. There are brew clubs and brewing contests available to those who become interested in this process. Beer & Wine Craft is not currently licensed to do in-house brewing, but it does conduct brewing classes for beginners.
In 2005, cheese-making supplies were added to the product line, which includes cheese kits for hard cheese, soft cheese and goat cheese. Beer & Wine Craft is one of very few retail suppliers of cheese-making supplies in the southeast. It is a small, but a steady niche market for the store. With increased interest in fresh produce and organic farming, the demand for the products has stayed steady.
Wine classes, country wine classes and beer brewing classes are offered on a regular basis through the shop. Interested individuals can sign up on the website beerandwinecraft.biz or Facebook page. Less than 5% of the general population currently participates in these crafts but there is a growing interest with millennials, in particular, desiring a more total wine experience. In 2019, the store will mark its 50th year in business and Keenan says customers who frequented the shop in the early 1970s visit him to this day. Once you develop the love of producing your personalized wine, beer or cheese, it becomes a lifetime enjoyment.
Keenan looks forward to being in the heart of the City of Sandy Springs with the completion of the $220M City Center directly across the street from the shop. “Now that we live and work in the 4th largest city in Georgia, I feel like my greatest challenge is to maintain the quaint and friendly atmosphere for which the shop is known while sharing the joy of craft wine,
Is there a characteristic or quality that you feel is essential to success?
People who practice these crafts depend on the expertise we offer to help them succeed. We have a tremendous amount of experience and helpful information we provide our customers.
Contact Info:
- Website: beerandwinecraft.com
- Phone: 404-252-5606
- Email: beerandwinecraft@gmail.com
- Facebook: www.facebook\beerandwinecraft
Image Credit:
Barbara Brock Photo
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