Ten Years of Brewing Against the Machine—Year 10 / 2025 / RENEWAL

Let us reflect on the tenth year: the year of our Lord 2025 | RENEWAL

It didn’t matter that we went through a major transformation a few years earlier, attempting to curiously integrate all that was happening, because opportunities to learn and grow simply never cease. We may have significantly transitioned several components of the business, but there was still some work to be done.

I am sure this was not at all intentional from the Universe (because of course everything is just plain coincidence right? *Sarcastic wink*) but 2025 literally embodied the concept of renewal. After peeling back the layers of the past several years, it finally felt like there was true purpose & intention with a clear “why” behind it all.

“Why” then, did it appear as if it was all about to crumble?? With our lease up at the roastery we attempted to move to a new location that seemed like a better long term option, but ended up being a flop. Then also facing an indefinite delay on the  McCallie build out that was completely out of our control, we went from feeling like we were making the right decisions with wisdom, to questioning it all. 

Our original Broad St. shop was only staying open due to the grace of our neighbor who was supposed to take the space over, and the hesitant approval of the health department – but we were beginning to question if McCallie would even progress. Even one month of revenue loss would have put us under. No pressure.

Then the new roastery space ran into roadblocks. Of course. 

I went from feeling hope with enthusiasm for the business and all we had built to wondering if we’d exist by the end of the year. Don’t be fooled. This is every entrepreneur's story. Want to start a business? Sober the fuck up and understand the reality of what it takes and the wild waves of chaos that will inevitably ensue. Unless you have daddy’s money. I suppose that can help alleviate some of the stress.

Sure enough, our persistence and faith that it would work out paid off. Though it ended up a bit differently than we anticipated (just like it does EVERY. SINGLE. TIME. Yet we seem to never learn).

We ended up not moving the roastery and resigned our lease to remain where we were. The wild part? Right after making that decision, the money we had budgeted for the new roastery, almost to the TEE, was the amount we ended up having to spend on the unexpected issues we ran into at McCallie in order to get it done and open. You can’t make this shit up. 

And then within a couple months, we finally opened our doors at McCallie Ave, almost a year later than planned. 

The first half of 2025 was full of uncertainty and anxiety. But it ended with clarity and security. Sometimes we just gotta push through. Hold on. “This too shall pass”...

And honestly, as excited as we were to finally see our vision be realized and open, especially not having to question if we’d lose it all, it wasn’t the highlight. The best part during this time was getting to sit in a courtroom and witness my dear brother, our first colleague, Tarig, become a U.S. Citizen after nearly 10 years of waiting. 

Do you see it? The renewal? Literally in our tangible manifestation of the business with our new shop and leases, and spiritually in the very obvious sanctification over the previous 10 years. 

How all of this lined up like this, I cannot say, but I started praying again (Well, not the same kind of prayer I spent the better part of my life participating in).

But I am grateful. For this opportunity to make something and create. To have an awesome team who resonates with the vision. To have customers that truly value our product and voice, who want to stand for something.

So here we stand, 10 years strong. Striving ahead for 10 more. But we move forward with humility (okay, maybe not always)... understanding that this still requires lots of work ahead, and we will do our best to be good stewards of this blessing that has been given to us.

I look forward to growing with you all by our side.

+Michael, High Priest