Since taking over as the lead brewer at the Keoki Brewing Company two years ago, George Wells has been busy at work.
“I just want to make a consistent product that people here can be proud of,” he said. “Basically, I just want to make a local beer that tastes good and have fun doing it.”
Wells started the business in 1998.
The Keoki Company is the only production brewery on the island and serves as a distributor for many local restaurants, grocery stores and resorts.
In June, Keoki’s earned the chance to become a self-distributor for Kaua’i while the Paradise Beverages company is distributing to the other islands.
“The main thing (for staying in business so long) is that I have my own capital,” Wells said. “That is what kills most businesses. They don’t have working capital.
“…It is a lot of hard work. It is physical work. We try and take a team approach to the business.”
When Wells got into the business five years ago, his intent was to have fun in addition to building a successful company.
“With a back ground in real estate development and commercial construction, the beer business presented interesting, fresh challenges,” said Wells.
One of the major challenges is to constantly evolve the product in an effort to make it the best possible.
“We are committed to consistency in style but will from time to time make subtle changes to keep the beers interesting,” said Wells.
“We listen to our customers and try to produce the beer most loved by these wonderful beer drinkers who are the inspiration to our efforts and the source of our financial support.”
Wells brews approximately 6,000 gallons of beer each month.
“The business has grown, additional vessels have been added and growth is strong, especially in exports to Japan,” he said.
“When you are the small guy, you can’t really compete with the mainland companies. You have to find a niche.”
Two of the biggest niche markets that Wells caters to are exports and sales to Japan and the local-style beers such as the Kauai Gold and Sunset varieties.
“The initial concept of producing a quality, consistent beer suited for the tropical climate remains and is now realized in the two Keoki beers and the proprietary beers produced by us,” said Wells.
Initially, the beer was brewed with all German ingredients. Beginning the first of 2002, the ingredients were changed to all U.S. ingredients. The style of beer remained the same.
“The beer traditions of the Old Country are good but there is excitement in experimenting new products,” he said.
