For Eden, 2017 is going to be a year of expansion.
We realise that if we're going to get bigger, sell more beer and be loved for it, we've got to put a stake in the ground about exactly what Eden is all about - what it means to us and what it means to you.
It's all too easy to disappear up your own posterior when it comes to talking about things like brand values (ie. asking the kind of absurd questions like 'If Eden were a dog, exactly what breed of dog would we be...and why?').
To avoid getting drawn down any of these particular pretentious dark alleys, we thought we would just ask ourselves what we truly were and what we wanted to be.
The answer we came back with was that, at our core, we're just people who like good beer and want there to be more good beer out there. That's it.
(As part of our work on what Eden means to us and you, we're going to be re-designing our labels, brochures and the website - you can see a sneak peak of our new labels above.)
Before we started brewing beer commercially we were home brewers, making the kind of quality, flavoursome beer we liked and which we thought there should be more of in the world.
Now that brewing is our business, our real pleasure is knowing we are not only making the kind of beer that we enjoy, but that the message is coming back loud and clear that you enjoy it as well.
And that's what's really important to us. Yes, we're selling you beer, but it's also important that we know we're selling it to a group of discerning, smart people with good taste. We know we make bad beer at our peril, because you just won't put up with it.
To us, Eden is a bit like a big version of when we used to make a cracking batch of homebrew and get our mates around to drink it. It’s that excitement, multiplied by the fact of knowing it's not just us, but thousands of other people who think our beer's great too.
We don't want to be a faceless company pumping out beer, we want to be part of a community of people who love good beer, know how special it is and know it's not just about drinking, but thinking as well. We want you to talk to us, tell us what you think and take part.
We want people to be drinking Eden beer all over the country and all over the world. We're going to be working hard on growing national distribution and international markets.
But even though the people drinking our beer may have different accents or languages, we'll all have a common desire to drink good beer and make sure there is ever better beer in the world.
Thanks for your support so far, and we look forward to working with you for a better beer culture.