Beyond merely promoting craft spirits, what we here at MicroShiner aim to do is move the needle toward a more sustainable and fulfilling existence . We acknowledge the multitude of people engaged in this shared endeavor, and see ourselves as merely one facet of a greater effort. Our particular angle is to serve as a focal point for that community, to provide a curated media experience that further inspires engagement and collaboration, and to maintain a platform for connecting people with the producers and products that align with their personal values.
Throughout history, people have realized their need to be entertained, informed and inspired. Here at MicroShiner we extend that tradition, creating and relating media that tells the story of mankind's achievement of its fullest potential. Embedded in that story are the tools necessary for bringing it to fruition.
MicroShiner is our vision of what is possible and our way of inspiring people toward that vision. And what better way to get something done than over a glass of craft spirits?
Craft distilling is only the latest in a series of shifts in the paradigm of production in America, but it is an important one. One reason why it is so important is because, more so than coffee and beer, spirits production is capital intensive. There aren't many cash flow businesses in the spirits world. So if an industry such as spirits can be distributed, there is reason to believe it can be done in value-added manufacturing across the board.
Unarguably, a distributed network is more resilient than a centralized one. A community that can meet its own needs internally is better off than one that cannot. Motivating the development of that capacity, in communities as well as individuals, is the true purpose behind our project.
It is our goal, and our role in the craft movement as we see it, to raise awareness, the awareness that small is beautiful, that personal is better, that what happens locally is most important, because the whole is merely the aggregate of its parts.