Chartreuse is an herbal liqueur produced by Carthusian monks in the French Alps. With almost 400 years of history, Chartreuse is one of the oldest and most mysterious spirits still available. Only three monks from the order know the secret recipe, each hold one third of that recipe and all have taken a vow of silence, so the secret recipe is kept safely.
We’ve made loans to about a dozen microbrewers and provided coaching to another 30. They are a lot of fun. For me personally, and for us as a company, it connects us with our small-business roots. And if one of these companies is successful enough that they take some market share from us, well, more power to them. I don’t worry about that. I worry about how we create a beer culture that respects the art of brewing and wants beer with flavor, taste, and authenticity. If we can create that environment, there will be plenty of business for all of us.