Dive Brief:
- Stone Brewing Co. announced it will renovate a gasworks in Berlin at the cost of roughly $25 million, and open a brewery there by the end of 2015.
- The California-based brewer is letting fans show support for its efforts through a crowdsourcing campaign, which has raised more than $38,000 on Indiegogo so far.
- Stone Brewing announced some five years ago that it would be the first American craft brewer to open in Europe.
Dive Insight:
There's a little bit of the "selling ice to the Eskimos" bravado in Stone's plans (although if they really wanted to show they had "stones," they'd open a brewery in Munich).
Still, it wouldn't be wise to bet against Stone Brewing. The company launched in 1996, and is already the tenth largest brewer in America, according to The Drinks Business.