The homage to Martha's Vineyard begins with the brewery's name itself, which refers to an island legend involving a ship captain looking to brew beer for his crew and a mermaid named Martha.
The brand tries to stay true to its roots, although most of Bad Martha beer is contract-brewed in Ipswich. In every batch, it uses wild grape leaves that grow on the island, and whenever possible locally farmed ingredients.
"I'm going from fast food, which is more processed and is a global business, to slow beer, which is handcrafted and just the absolute opposite of the fast-food concept," said Blum.
To better showcase the beer to the island's many visitors, Blum built Bad Martha Farmer's Brewery and Tasting Room, a barnyard brewhouse with a seven-barrel brewing system. It gives beer lovers a place to sample Bad Martha brews in a relaxed environment.
The barn, which was built in an Amish community in Pennsylvania before being transported and raised on the island, quickly became one of the leading tourist locations on Martha's Vineyard with 75,000 to 100,000 visitors last summer. While it's only open Memorial Day through October, it serves as a valuable touchpoint for consumers to interact with the brand and for Bad Martha to get feedback, said Blum.