“Kildar, when you assigned me this task I was challenged by several problems,” Gurum said, frowning. “The first being that I knew nothing about brewing. This is a woman’s task in the Keldara and they guard their secrets closely. Mother Lenka was, of course, the person to work with on that. She has agreed to be the… the brewmistress for the brewery and has been working with Herr Brock on the design for the initial brews. Herr Brock is with the Alten Brewery in Koblenz, Germany. Alten has its own small brewery going back to the 1800s, but it is also an international supplier of brewery equipment and materials. In addition, they have been most helpful in regards to marketing and shipment methods. At their suggestion, I inquired as to a… booth it is called at this convention. The convention had a cancellation, so I was able to secure a small booth. It is in an outlying area, but quite functional for our needs. All of this I have managed to do within the budget you assigned to me, but to actually set up the booth and create marketing materials for it will require a higher budget.”
Mike was stone faced through this recital but his lack of experssion was hiding deep surprise and respect. Gurum had taken his suggestions and run with them in a way that Mike, even with his experience of the Keldara, found amazing.
“Where’d you scrounge up Alten?” Mike asked, ignoring the question of the convention for the moment. He knew diddly about setting up a booth but he’d been to a couple of conventions where people sold gear that SpecOps groups used. All he really remembered about them was booth babes… Now there was a thought.
“Alten was one of the three companies I contacted after an internet search,” Gurum replied. “They were both the most helpful and, when I contacted previous customers, the one that seemed the most well liked and respected. Their prices were slightly higher, but Command Master Chief Adams pointed out that quality is often worth the extra money.”
“And they’re supplying…?” Mike asked curiously.
“Almost all of our equipment,” Gurum answered. “As well as marketing and distribution advice. They’ve built breweries in Europe and the United States but this is the first time they’ve done one in Georgia or the other Caucasus areas and they seem very enthusiastic.”
“You’ve really taken this bull by the horns, haven’t you?” Mike asked, finally smiling.
“I had some questions about it when I started,” Gurum replied carefully. “You were… busy with many things. I spoke to Chief Adams and he said that SEALs consider intiative to be a good thing. He told me to take as much initiative as I could. I have been careful with my budget, but it will take more to complete the plans and get distribution going.”
“I’d figured that the budget really only covered research,” Mike said. “Okay, tell me about the convention.”
“I have never attended such an event,” Gurum admitted. “I have, however, contacted a company that is in the business of setting up for such events. They have supplied suggestions about what we would need. Some of them they can provide; others we need to provide ourselves. They assure me that they can set up a… ‘turn-key’ booth, but we must have certain marketing items prepared in advance.”
“Lots of marketing items,” Mike said musingly. “Folders, brochures, posters, freebies. I’m not even sure how many of each we’ll need.”
“In addition, we will need beer,” Gurum said, seriously. “Genadi has a lawyer who is handling the farm’s legal issues. I have contacted him and gotten permissions to export a batch for marketing purposes and more permissions to import it to the United States. He also obtained permissions for us to import the brewing equipment and a grant from USAID in the amount of $50,000 for the brewing equipment.”
“That’s a damned big grant,” Mike said.
“It was a matching grant,” Gurum said uncomfortably. “We agreed to provide $25,000 and they doubled the money.”
“And what is seventy-five grand going to buy us?” Mike asked curiously.
“All of the brewing equipment to set up a one hundred hectoliter plant,” Gurum replied. “In fact, we’re going to have to do some charging internal to the Keldara to expend it all.”
“Run that one by me again?” Mike said, confused.
“There is more money in the grant than we actually need for equipment and materials,” Gurum said, carefully. “Therefore, we are also using the grant money to pay the Keldara for their work and some is set aside for initial capital before we get a cash flow going.”
“You’ve been talking with Nielson, too, haven’t you?” Mike added, grinning.
“Yes, Kildar,” Gurum replied with a nod.
“Okay, approved,” Mike said. “Top to bottom. And I’ve got a few ideas about the booth I’d like to bring up…”
“Hey, Vanner, didn’t you buy some whiz-bang photograhy gear as part of your ‘I wanna be a super-spy’ package?” Mike asked as he strolled into the intel shop.
“If we have to do HUMINT work, we’re going to have to have cameras, Kildar.” Vanner sighed. “I bought a pretty good Nikon setup and a few lenses, yes. Your point?”
“I need to borrow it…”
Mike wasn’t, by any stretch, a professional photographer. But he’d taken a couple of courses his first time through college and enjoyed them. And there were some subjects that were just purely photogenic.
He’d taken the Expedition down to the valley where the troops that weren’t training were hard at work in the fields. The Keldara males, still picking rocks in areas and checking on the progress of the barley, were good for a few dozen shots. But it was when the girls came out with lunch that he really got started.
About a third of the girls from the compound carried baskets with loaves of bread and rounds of cheese poking out from under colorful cloths. The rest, however, were carrying buckets brimming with ice and ceramic beer bottles.
“Lydia,” Mike said, walking over to the group, “I need to get some photographs of the girls so we can make up some advertising stuff for the brewery.”
“I understood all of that except the last part,” Lydia said, smiling.
Mike thought about that for a second and then shrugged helplessly. He hadn’t considered that the Keldara had so little access to modern technology and culture that the concept of “modeling” was outside their worldview.
“You know that Gurum is planning on trying to sell the beer at a convention in the United States?” Mike asked.
“Yes,” Lydia answered as the girls, and most of the guys, started to gather around.
“Well, we won’t be selling it by the glass or bottle,” Mike said, frowning in thought. “What we will be looking for is someone who will buy it from us in large quantity and then sell it in the United States. That’s called a distributor. What we will be doing is looking for a distributor, a good one that will give us the most money for our beer we can get. With me so far?”
“I can handle even larger words, Kildar,” Lydia replied, batting her eyes at him. “Two, even three syllable.”
“Very funny,” Mike replied. “You asked. Okay, so to find the best distributor, we have to have people notice us. There will be hundreds of small brewers like us at the convention, all trying to get the big distributors to notice them. So, how do we get the distributors to notice us, rather than the other brewers?”
“We have the best beer?” Greznya asked, smiling. Greznya was one of the older unmarried females, a tall redhead with bright blue eyes and pert if small breasts, who normally worked in the intel section. Recently, Vanner had started breaking the intel girls down and assigning them to work with specific teams. Apparently Sawn’s team was on field duty. So the girl had gone from running an intercept and analysis section to hauling bread and cheese to the field. On the other hand, she didn’t seem to mind.