Flounder's Founder

The English language is a funny thing. Did you know, for example, that a butterfly was originally called a "flutterby," which makes a lot more sense?

A sinking ship is said to "founder," while someone who is stumbling around is said to be "floundering." But some mix the two words, and we get a ship "floundering."

Of course, when used as proper name, "Flounder" conjures up memories of the classic Animal House movie, and, in that sense, Jeremy Lees is both Founder and Flounder of Flounder Brewing. Stephen Furst, who played Lees' namesake Flounder in the movie, has unfortunately gone on to his eternal reward, but Flounder Brewing has a bright future indeed.

In addition to overseeing the production and distribution of some delicious beers from his Hillsborough brewery, "Flounder" Lees has a vision--and "founder" (as a verb) is not in that plan. Growth and a wider appeal for his product, however, are the long-term goals.

In Somerset County, the popularity of his beers was evident as Flounder Brewing celebrated its fifth anniversary at The Landing pub in Hillsborough--which was packed to the gills with folks waiting for a chance to sit at a table, a hightop or even at the bar. You probably couldn't have fallen down if you wanted to.

"Normally on a Saturday night, most of the tables are filled, there might be a ten-minute wait at the most," said a server. "Tonight, we're up to an hour and a half wait, and it's because Flounder has such a huge following."

That they do. And with Brewer Doug Duschl (above) coming up with beers like Bloody RyePA (made with beet powder), Indian Summer, St. Nick Christmas Ale and Breakfast Ale on Nitro, it's no wonder. That's not even counting his wide variety of other beers, including the flagship Hill St. Honey Blond Ale, a version of which--with hibiscus juice and extra honey-- was on cask at last night's SRO event. There's even a Delta House Stout for hardcore Animal House lovers.

And if Jeremy Lees' vision pans out, more folks in the Garden State will be able to become Flounder devoteés. "Flounder" Lees subscribes to the classic dictum: "You can't get to second base with one foot on first." So his plan involves some risk (as all good business plans do), but he's taking Flounder Brewing to the next level by investing in a fifteen barrel system that should be online next Spring, and that should ramp up production to satisfy a growing demand.

"Demand is the driving force," said Lees. "And it's a double-edged sword. It's wonderful that our products are sought after, but keeping up with that demand, in addition to expanding our offerings to reach more beer drinkers, puts a lot of pressure on all of us."

Considering Flounder got started with just a 31-Gallon brewing system five years ago, and, as his brewery is now churning out five hundred barrels a year, it would appear Flounder's Founder has a business model that is working.

Support from Flounder Fans--including a very loyal and always present family support system--helps. And the marriage with The Landing Pub was a stroke of genius. Chef Tony Papoutsis puts out some incredible food on a menu that has something for everyone. Last night, I opted for Tony's Breakfast Empanadas, which were outstanding even at 7 PM.

With another brewery visit possible on the way home, I limited myself to that and a flight, which included the Breakfast Ale ( what else with Breakfast Empanadas?), St. Nick, Genevieve (a favorite) and Indian Summer. Most of those beers are in the 5% range, which makes them all sessionable.

And judging by the crowds (including starlets like Liz, above) at The Landing last night at the Fifth year Anniversary party, quite a few beer drinkers were having " sessions."

Perhaps if the crew from famous Faber College had drunk Flounder's beers instead of the bland swill depicted in the movie, they might have gone on to greater things.