Beer brand-building

Sometimes as a copywriter you are asked to write about something boring and paid reasonable money for it.

Sometimes as a copywriter you are asked to write about something interesting and paid nothing for it.

This is a tale, fortunately for you, reader, comfortably within the second of these categories.

My mate started brewing beer. Like a teenager does. He bought the same kits. He delivered the same foul, often extremely potent, results.

Then he took it seriously.

He sought out the proper equipment. He multiplied suggested ingredient quantities by two, and then five and ten. He paid complete attention to sterilising advice.