MPR’s Chris Roberts interviews an individual from the Gay 90’s about the establishment’s “90’s Choice” beer production. Originally conceived as an in-house beer, it expanded into a beer distribution opportunity, with part of the proceeds going to charities and AIDS research.
SPEAKER 1: Actually, it was an idea by the owner of the Gay 90s' wife. And her idea was initially to have in-house beer at the Gay 90s and to give something back to the community by doing that because the community had served and come to their bars for so many years. And so she started it in house. And as she started developing it, she realized why limit it just to the Gay 90s? And so they made it 90s Choice, and then got a couple of investors involved, and expanded the whole idea into 90s Choice products being a light beer, a regular beer and a non-alcoholic.
SPEAKER 2: Tell me exactly how you're giving back to the community by marketing this beer?
SPEAKER 1: $0.25 of every case goes to charities that will be selected by the region. And locally, it's going to AIDS research and to the Aliveness Project.
SPEAKER 2: So you're not just using this to take niche marketing to an extreme? You are marketing a broader audience.
SPEAKER: Absolutely. We're moving into gay bars, as well as straight bars, as well as liquor stores. We are presently available in Byerlys in Golden Valley.
The six pack is coming out today or Monday. And at that time, it'll be available in most liquor stores in the Twin Cities area. Starting two weeks from now, we'll be in Wisconsin doing the same things there.
SPEAKER 2: Give me a sense of what kind of person might like to drink this beer? What kind of value system do they have?
SPEAKER: Well, I think two different types of people, really, and they probably have an overlap. One, the person who will be drinking this beer is a person who likes beer. It's not a beer that's a niche market in that this connoisseur of beer. It's beating in taste test with Miller and Bud.
It's also for the progressive person, liberally thought out person who wants to help progressive causes. And AIDS research is certainly touching all of our lives, not just the gay and lesbian community. 75% of the people in the world who have AIDS are heterosexual.
SPEAKER 2: You're not trying to reach the beer connoisseur?
SPEAKER 1: No.
SPEAKER 2: So you're kind of going after Joe Six-pack in a way. Joe Six-pack, who happens to be progressive, does such a market exist?
SPEAKER 1: That's right. Absolutely. Absolutely. I think it very definitely exists. I think that's probably the average Joe Six-pack.
SPEAKER 2: Really? Why do you think that?
SPEAKER 1: Maybe I have faith in America. That America and Americans are progressive thinkers. They believe in helping their own community. They believe in doing things that will give back to their own community. And people with AIDS are part of our community.
SPEAKER 2: Where are you brewing this beer?
SPEAKER 1: Minnesota Brewery over on West Seventh. So we're employing Minnesotans and we're putting brewers back to work that were put out of work when that shut down.
SPEAKER 2: What has been the reaction so far?
SPEAKER 1: It's been very good, very good. We've done several different experiments in bars where we go in and just observe people drinking beer and go over and ask them to try the 90s. And without hesitation, people are trying it, and liking it and ordering it again. And we're getting a lot of press from-- Texas has given us a lot of press. We have an initial order coming out of Texas of 10,000 cases, which is phenomenal open order.
SPEAKER 2: That must have surprised you--
SPEAKER 1: It did indeed.
SPEAKER 2: --that kind of response from Texas.
SPEAKER 1: Yes. And I think that goes back to the Joe Six-pack.
SPEAKER 2: What do you think would be the perfect occasion to pop open a 90s Choice?
SPEAKER 1: Perfect occasion, boy. Probably when I come home from work in the afternoon, and had a day, such as I'm having today, other than now being here with you, and be able to relax and know that I'm spending money that's serving the community.
Views and opinions expressed in the content do not represent the opinions of APMG. APMG is not responsible for objectionable content and language represented on the site. Please use the "Contact Us" button if you'd like to report a piece of content. Thank you.
Transcriptions provided are machine generated, and while APMG makes the best effort for accuracy, mistakes will happen. Please excuse these errors and use the "Contact Us" button if you'd like to report an error. Thank you.