Gryffyn Beer
manifesto and copy for an artisanal brewing venture
that sadly had more altruism than entrepreneurship
collaboration with Satish DeSa
Gryffyn: the honest beer.
Honesty is a rare thing today.
You’ll find it in nature.
In the commitment of the sun.
And the wind.
You’ll find it in some men too.
In the ones with character and belief.
In crafsmen who ply their trade
Not for money and riches,
But joy and passion.
You’ll find honesty in the villages.
Sometimes even in the city.
Seldom in government.
And then,
You’ll find honesty in a beer.
Not every beer. But Gryffyn Beer.
Beer made the honest way.
Without cutting corners.
Without the shortcuts.
Without he artificial flavours and boosters and fillers.
Without the half measures.
Just beer.
Crafted.
Brewed with passion.
And honesty.
Because honesty
is doing the right thing
when nobody is looking.
Concept card for billboard at amusement park; a short stumble away from the micro-brewery
Gryffyn-dom:
Far from the city life
There’s a land that doesn’t show on maps. A land that’s not a physical place, but a way of life. Unhurried. Uncluttered. Pure. Simple.
And yet rich. Not your big money kind of rich. But an experience. Alive. A life full of flavour.
A land where machines don’t turn the dials of our lives. Where artificial is not the the natural way to go. Where robots don’t masquerade as humans. And happiness isn’t manufactured, but earned.
Welcome to Gryffyndom.
Where the simple pleasures get extraordinary attention.
Yes we brew beers. But we also brew a philosophy. A philosophy that cannot be heard over the din of traffic. Or discussed over bottles of beer-flavoured cowpiss with fancy labels.
Our beer is everything we believe in.
Everything that the city isn’t.
Our beer is crafted. Not manufactured. It’s unhurried. We give our beer the time it needs.
Without an accountant deciding how much time the beer can afford. We keep out the artificial flavours, colorings and fillers.
No airs, nylon accents, make up or botox equivalents. So what you see is what it is. What you taste is how it tastes.
And how it feels in your mouth is how it feels. Without help. Just master brewing.
Drop by Gryffyndom some time soon. Take a trip out of the city. If not physically, at least in your head. Where the land exists.
Gryffyn Crafted Beer
Far from the city life
Table top tent card at point-of-sale