Growl-er ‘grau-ler’: A container bought by the measure to carry beer.
In the 1800s beer was a safer, more sterile beverage than milk or water and people drank it daily. Until electric refrigerators chilled bottles, all beer was brewed locally and sold from the tap. In the United States from the 1880’s to 1920, when Prohibition ended the legal production and sale of alcohol, the midday factory whistle signaled a meal and a beer break for laborers.
Groups of young boys, referred to as “Bucket Boys”, stood ready to collect the workers’ lunch pails and race them to the nearest saloon to be filled for the thirsty men. The boys carried many brimming buckets at one time by hanging them from a pole or other carrying device. This practice was called “Rushing the Growler.”
The origin of the term “Growler” is unclear. Some say the term arose by the rumbling sound created by the carbon dioxide escaping through the lid as the beer sloshed around in the tin pail. Other sources suggest that it was the constant conflict between the two parties – the bartender who was filling a two-quart pail with only one pint of beer and the customer who was expecting a FULL pail of beer…thereby causing some “growling”.
Today a growler is defined as, “A refillable glass, plastic, aluminum, or stainless steel container with a flip-top or screw-on lid that is no larger than 2 liters (0.5283 gallons) into which a malt beverage is prefilled, filled, or refilled for off-premise consumption.”
South Africa has seen a massive increase in demand in craft beer. And breweries are constantly introducing new and exciting flavors and concepts.
The Growler Beer Pump
Growler Brewing Co are able to offer a unique experience to South African beer drinkers.
Growler Brewing Co have developed the “Growler Pump Station”. Upon entry into the liquor store, we have designed a rustic setting of soft lights and sophisticated pallet decor with every design detail and product placement to maximize sales and incite curiosity.
Our proposed retail location would be in a high visibility and foot traffic area to attract potential customers. Display combined with modern rustic elegance would make for curious consumers wanting to walk in and learn more. Our hope is to attract and develop a loyal following for the area and surrounding suburbs, providing an exemplary customer experience.
Customers can be provided with a background and information to each microbrewery. This allows them not only appreciate the products but also its history, as each brew has story. Tasting notes and regional information can be provided as an additional attraction.