Pulitzer prize-winning journalist Gay Talese once said, “The problem is that when you are writing nonfiction you have to place yourself into a category or else Barnes & Noble doesn’t know where to shelves you book.”
Most B&N stores devote only a shelf to beer-related books, so there won’t be much decision making about where to put “So You Want to Start a Brewery.” (At Powell’s in Portland, Oregon, which has a great collection of beer books it gets a little tougher.) But the fact is it fits as comfortably on a shelf with books intended to guide entrepreneurs or with biographies. It is not the only book a person would need to own before starting a brewery, but it is full of useful advice. It makes equally as good a gift for a beer fan, and particularly a Lagunitas beer fan.
Perhaps it is best to simply quote a few of the recommendations from the back cover:
“All brewers think they can write, but Tony brings his unique and entertaining beer story to life in such a funny, breezy, yet thoughtful way that reading it feels like you’re having one of his IPA’s with Hemingway and Gore Vidal in a Key West bar. I read it cover to cover in one sitting and found myself laughing out loud throughout.” — Harry Schuhmacher, publisher, Beer Business Daily
“Unconventional brands come from unconventional people. Drawing from music and literature, Tony Magee sees the world in a way that most completely miss. He has poured his heart and soul into Lagunitas and we are all richer for it.” — Keith Greggor, co-owner & CEO, Anchor Brewing Company
“Tony is one of the most unique characters in all of craftdom, rising fast to become one of the top US craft brewers in recent years. He’s wicked smart and has a way with words; here’s his story told in his own inimitable fashion.” — Benj Steinman, Beer Marketer’s Insights