As he crossed into the border of Dubai, the decision was made: Chad would create the world’s first beer brand specifically dedicated to UAE residents. From flavor profiles, beer names and design, all of his beers would be specifically for those here in the UAE. Despite the daunting task of brewing overseas and exporting to this beautiful desert to the litany of regulations he would have to abide by – Chad had a vision to create a “locally focused brewery” for that had never truly existed before.
He immediately went into execution mode. He built a team of UAE residents to help crystalize the plan, researching the industry and interviewing potential brewers.
And after interviewing over 30 brewers, he found the perfect partner in Wayne Milford, who possessed an amazing combination of knowledge, experience, and passion. Despite never having seen the UAE, Wayne embraced the Side Hustle mission.
The two worked together to formulate recipes. As the list of beers missing from the UAE began to grow, the model changed, and excitement grew.
The next hurdle was finding a ‘home’ for Side Hustle which would give Chad, Wayne and the team the perfect space to build the ‘UAE’s first Craft Brewery’ given their inability to produce in country.
Enter Jeff, a long time UAE resident and co-founder of Side Hustle Brews, who found a hops farm in his home state of Pennsylvania for sale which Jeff purchased in December of 2018.
It was now official, Side Hustle Brews would be produced in Pennsylvania and transported to the UAE within a week of production to ensure residents experienced the freshest possible craft beer— just like they would in their home country.
Now that they secured the farm, recipes and designs, but the mission wasn’t over. Chad set out to find local venues that would support the Side Hustle mission.
After a string of coincidences, each more random and exciting than the next, Chad walked into Stars n Bars Yas Island in Abu Dhabi. He spoke to the manager, Randolph, and after 20 mins the two had agreed: Side Hustle Brews would launch in Abu Dhabi and they would partner to make Stars n Bars the first UAE venue with its own branded craft beer.
Now was time for the Side Hustle team to get to work producing the craft beer the local community deserves. They tested multiple recipes and agreed that a simple lineup of varying beers styles which paired well with popular local cuisine and looming summer temperatures would be the perfect lineup to introduce the UAE to what craft beer is supposed to be.
Their initial lineup included:
- Stars n Bars Lager – Our craft take on a classic American Lager, which is famous for its rich amber color and medium bodied sweetness. We utilize a combination of Two Row, Amber and Crystal malts to provide hints of toasted grain and caramel and loads of Vanguard and classic American Cascade hops to round out the beer with subtle bitterness and a fresh, crisp aroma.
- Cloudy with a Chance of… – Our Belgian inspired Wit bier is crisp, refreshing and tantalizingly hazy. The bright citrus zestiness of Citra hops combines with fresh, hand peeled oranges, coriander and white peppercorns to perfectly compliment the smooth body and slight earthy sweetness of its wheat and flaked oat base.
- Sandstorm – Our flagship New England IPA is a veritable juice bomb. This silky-smooth treat is overloaded with Mosaic, Simcoe and Citra hops, creating an explosion of fresh mango, papaya and peach aromas. Bursts of tropical stone fruit flavors carry its perfectly balanced body through to a slightly bitter finish.
On March 29, they put the finishing touches on Sandstorm – a perfect example of the juicy, hazy IPA that started this entire adventure and on April 11, 2019, after a 14 hour flight from New York, the first batch of beers cleared customs. The word’s first expat focused beer brand, exclusively available in the UAE, was launched to rave reviews on April 15, 2019 at Stars n Bars, Yas Island, Abu Dhabi.
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