How Giving Beer Away Led to a Private Label

In the Incoming section of RECOIL Issue 33, we featured Armageddon Gear's Windcheater American Ale. Armageddon Gear's Meat Wagon, which is a 1967 Kaiser Jeep Vietnam Era Ambulance turned marketing mascot, is regularly packed with good gear and free beer for events and matches. But, Tom Fuller, founder of Armageddon Gear, had finally had enough of giving away crappy beer after precision rifle matches.

When you're Tom Fuller, you get your own Omaha Brewing Company mug.

Fuller decided that if Armageddon Gear was going to continue giving beer away, it may as well be:

1. A quality product
2. Branded to our market to further the overall AG brand
3. More cost effective than buying at retail
4. And, of course, present a cool, positive image of Armageddon Gear

Fuller credits employee, Melissa Gilliland, as the one who actually picked out the brew. Fuller and Gilliland tasted a lot of brews by Omaha Brewing Company before picking the perfect match.

After linking up with a local brewery, Omaha Brewing Company, Fuller found the perfect beer that would quench the thirst of parched shooters. Windcheater American Ale is a German Kolsch recipe that is best drank when the weather is hot and the beer is very cold. Of the selected brew, Fuller said, “It met our criteria for a beer that was light and good for a hot, sweaty day and was not overwhelming in any way so it would be appealing to a wider variety of palates.”

That third warning will get you.

Following a recent Precision Rifle Series match, Armageddon Gear hosted a dinner and brewery tour at Omaha Brewing Company. We were fortunate enough to indulge in an abundance of excellent beer and meet the man behind Omaha Brewing Company.

Doc pouring Tom a glass of Windcheater American Ale.

Doctor Robert E. Lee, known as Doc, is the brains behind Omaha Brewing Company. Omaha Brewing Company is located south of Columbus, Georgia, on the Alabama line. It is the epitome of a hometown brewery. Doc purchased the building in 2013, it's in the same area where he grew up. The 1940s school building turned industrial plant- and now brewery is open to the public six days a week for tours and tastings. The brewery has a unique feel that sets it apart from a corporate vibe. Family, friends, and quality are at the forefront of Doc's business.

If you find yourself near Omaha, Georgia, a stop at Omaha Brewing Company won't disappoint. To get your hands on Armageddon Gear's Windcheater, you have a few options:

• Find Armageddon Gear at an event
• Attend a shooting match where Armageddon Gear will have the Meat Wagon
• Go to an AAFES store in Georgia or Alabama and pick up a six pack

Doc and his wife, Stephanie, in front of an all too honest quote, “Darlin, sometimes you just got to lose your shit.”

Doc, giving us a private tour.

The canning machine is reminiscent of a roller coaster.

We are in the country, tractors are the norm.

A beer keg converted into a urinal can be found in Omaha Brewing Company's mens room.

Omaha Brewing Company is pet and family friendly.

To learn more about Armageddon Gear, check out the: Website, FaceBook, and Instagram.

To learn more about Omaha Brewing Company, check out the: Website, Facebook, and Instagram.

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