Unleash the Storm: Salama Brewing's Unconventional Craftsmanship

A Confluence of Destiny: The Genesis of Salama Brewing

The tale of Salama Brewing began with a casual exchange between old friends, Christian Holmlund and Jaakko Ailio, lamenting the mundane aspects of their careers. Holmlund, a former management consultant, often sought solace in a British pub, where he'd vent about his professional frustrations to Ailio, a childhood friend with a doctorate in international politics. One evening, amidst their usual complaints, Holmlund playfully suggested embarking on a new venture. Ailio's surprising reply, proposing a craft brewery, laid the foundation for what would become one of Finland's most exciting breweries. Unbeknownst to Holmlund, Ailio had been quietly honing his homebrewing skills. Holmlund's initial skepticism quickly turned to admiration upon tasting Ailio's creations. Fuelled by a few too many pints, their shared dream crystallized. The quartet was completed by Ville Saarikoski, the graphic designer, and Johannes Järvinen, the COO, whose collective vision in February 2019 led to the birth of Salama Brewing in Espoo, Finland, a brewery destined to leave an indelible mark.

The Evolution of Excellence: From Experimental Brews to Global Recognition

Over the past six years, Salama Brewing has ascended rapidly in the craft beer world, becoming Finland's second-highest-rated brewery on Untappd. Their initial foray into brewing saw the release of hazy IPAs, but Salama quickly diversified, producing an impressive 272 different beers that span various styles, from aromatic hop-forward IPAs to silky imperial stouts and innovative mixed-fermentation ales. This diverse portfolio reflects Salama's commitment to creating modern, extravagant brews. The brewery's core values—inclusion, emancipation, and stimulation—guide their unconventional approach. They aim to brew for everyone, moving beyond the traditional consumer to attract those who appreciate creativity and the unexpected. This philosophy, coupled with their unique branding and playful naming conventions, has garnered Salama twenty-seven medals, including thirteen golds, at the recent Untappd Community Awards. Salama's relentless pursuit of innovation ensures that each new batch is a 'liquid lightning strike,' constantly surprising and delighting their growing fanbase.

A Canvas of Creativity: The Art and Identity of Salama Brewing

In Finnish, 'Salama' means lightning, a name chosen for its pronounceability and symbolic power. This nomenclature perfectly encapsulates the brewery's ethos: to strike with immediate impact, shocking and awing with every beer. This is evident in their early creations, Elektro (now Neo-Elektro) and Electrocution, which were conceived to embody the electrifying essence of their brand. The founders, all children of the 1980s and 90s, infuse their products with nostalgic pop culture references, from Triple IPAs named after 50 Cent songs to labels inspired by Teenage Mutant Ninja Turtles and techno parties. This irreverent humor extends to their packaging, with one notable beer, Razzie Passion, playfully dubbed 'the butthole beer' due to its graphic design. This distinctive visual identity, largely crafted by co-founder and architect Ville Saarikoski during his free evenings, is designed to be instantly recognizable. The vibrant, bold magenta color, prominently featured throughout their brand, from beer labels to the brewery's taproom, SalamaNation, in Helsinki, is a deliberate choice to stand out. This blend of artistry and audacity ensures that Salama's beers are not just consumed but experienced, embodying a punk spirit that challenges convention while remaining committed to drinkability, their unspoken fourth core value.

Forging the Future: Salama Brewing's Ambitious Global Vision

While known for their vibrant branding and playful approach, Salama Brewing's operations are grounded in technical precision and strategic growth. The necessity of expansion led to their state-of-the-art facility in Kerava, an investment aimed at optimizing production efficiency and reducing costs for consumers. Equipped with advanced German automation, the brewery has drastically cut lautering times, demonstrating their commitment to technological innovation. Paolo Custodio, their Project Manager, meticulously designed the brewhouse, featuring a range of tank sizes to accommodate their ambitious production goals. Salama aims to produce two and a half million liters of beer within the next five years, aspiring to become one of Finland's largest craft breweries. Crucially, their true ambition lies in global expansion, increasing exports from the current thirty percent to ninety percent over the next five years. With their beers already reaching twenty-one countries, including Japan and Singapore, South Korea and China are next on their radar. Salama Brewing is not merely scaling up; they are meticulously crafting a global footprint, ensuring their unique and daring brews resonate with beer enthusiasts worldwide. The storm is brewing, and Salama is ready to unleash its full force upon the world stage.