Glimmers of Hope

In the twenty minutes it took me to write the previous post on Societe's Pupil I received one of Societe's regular update emails. The opening note is worth repeating in full:

To all of our incredible and loyal fans, thank you.  Thank you for the 8 years of support leading up to the Covid-19 crisis. Thank you for the continued patronage these past 8 weeks.  And thank you for being excited about future releases.  Prior to the pandemic, 90% of our beer was consumed from kegs at bars and restaurants.  Luckily though, we got our own canning line up and running in mid-January and have pivoted hard into packaging. What used to look like a kegging factory now looks like a canning factory.  Our sales team, production team, and retail team have been hard at work making this drastic shift feel normal and thanks to you, we’re now looking to buy more tanks to increase our capacity!  For those of you who miss our tasting room, please know that we miss you too.  And I guarantee you that every bar and restaurant that you miss also misses you.  While it will take some time for this to pass, every time you purchase or drink a Societe beer, you’re indirectly thinking of us here at the brewery and those thoughts definitely make us sleep a little bit better.  Cheers to your health.

Societe is "looking to buy more tanks to increase our (its) capacity." This is incredible. Societe shifted to cans when 90% of its business stopped and now needs added capacity, which must be from demand. From a craft beer industry standpoint this is some of the best news I have read in a long time. It also says a lot about the management and employees at Societe that an established business can adapt and transform its production so fast.