3 + 4 = 34

In the beginning there was the Word, but it didn’t have much of an audience because of all the noise that came with the Big Bang. Despite this misunderstanding, a bunch of rogue atoms quickly found a fertile ground on our planet to give birth to the first ancestors of malt and hops.

Nobody really knows what moved the first sea creature to denounce its former lifestyle and creep up on the beach. Probably, feet! This small step by a mindless Earthican was a huge step toward finding the Truth, and marks the proud beginning of the first ever pub crawl.

It wasn’t an accident the cradle of civilization was rocked in ancient Egypt. Humankind just stumbled upon this omnipotent liquid and tried to harness its unstoppable power. This was the first time people got preoccupied with such important questions as "what are living for?" and "what’s for dinner?"

The mighty Empire of Rome was brought to its knees only by unbridled love of beer. Having mastered this secret weapon, Gothic tribes managed to unite Europe against oppressors and if not for their unforgivable excesses, they could have easily subdued all 34 corners of the world.

The end of Middle Ages cut out the Middle Men. Knowledge first became power, particularly, the knowledge of making beer. Many a brave swashbuckler, including the infamous Christopher Columbus, ventured into the wild unknown in search of the solution to the secret beer paradigm. That’s how America was discovered, as far as we are concerned.

Industrial revolution simply revolutionized the rules of the industry - beer fuels the Zeitgeist and entrepreneurial imagination. This strange beverage liberated the masses and inspired them to reach for new heights, but perfection was still miles away!

Year 2015, Natakhtari, Georgia. Wise beer technologist Giorgi Kokiashvili brews all the expertise of the mankind in his brain and discovers a simple truth 3+4=34! Combining 3 chosen species of malt with 4 magical species of hop is the answer to the Universe, life and everything. 34 is a crown to all human achievements, and just a beer that appreciates people who can appreciate beer.

What makes 34

1. MILLING

First and foremost, the brewing grain needs to be crushed beyond recognition. The starchy center of the seed needs to be exposed. FYI, 34 mixes three different types of malt.

2. MASHING

Now comes the fun part - we put all the milled grain and a lot of water into a mashing machine, only to let it boil to turn the starches in the grains into sugars.

3. LAUTERING

Solids and Liquids don’t really play well together, so we separate them and filter what’s left.

4. BOIL

Basic Chemistry breeds a new beginning for mysterious qualities of our beer. 4 various species of hops are added to the 3 types of malt to make one true 34.

5.COOLING

To prevent beer from oxidizing too much, we cool the mixture down to 10°C. It’s still a long way to the top if you want to rock ‘n’ roll!

6. FERMENTATION

Once it’s all cool, the wort is moved to fermentation vessels just to hook up with some yeast. The foam is born and the level of alcohol is adjusted.

7. CONDITIONING

As soon as yeast has worked its magic, it begins to settle on the bottom of the fermentor. Rejoice! 34 is ready to serve and please!

Glory for 34

Statue just for loving beer!

34 is a special beer! It all began with one brave bottle of 34 sold for 34 Georgian Laris, 20 times its normal price. That brave bottle was a home to an unique combination of 3 types of malt and 4 species of hop - a taste that would change lives of Georgian beer connoisseurs forever. A few weeks of agony left the whole country searching for answers - What is 34? This question plagued the best minds of our generation, engulfing social networks, blogs, forums, and online media in a fire of curiosity.

We didn’t waste much time in shadows - to find people who valued beer the most, 34 hit the stores with an unusual price - 34 GEL (around $17) for one bottle. Our exorbitant proposition led to even more public interest, and helped us find our ideal customers. After five days the prices fell to an affordable level (only 2 GEL per bottle, around $1), so that everyone could enjoy this exclusive beverage.

Every single person who paid 34 GEL for 34, got handsomely rewarded with even more 34. The first three heroes to open their hearts and pockets to our beer, unveiled their own personal statues in the middle of the city. That’s how we appreciated those who can appreciate beer! 34’s special taste has already left its indelible mark on tastebuds of Georgian beer fanatics, and Georgia as a whole.

34 rules of 34

Beer is a social beverage and ought to be consumed with other social animals, not alone.

Snails love Beer too! If you wanna gather a bunch of snails for some weird reason, put a bowl of beer in the yard and just wait. it might take some time!

No napkins, no sleeves - you clean up the foam moustache with your tongue!

Bend the cups while pouring, otherwise you might have to bend your back to wipe the floor.

Cold wooden mug unleashes the true tasty flavor of any Beer.

Never drink too much to miss out on the taste of this divine liquid.

According to Rule #7, you don’t really need to read Rules For Drinking Beer on the Internet to enjoy your Beer.

Never leave your bottle unfinished! So think twice before opening one!

When you prepare for a party, build up strategic reserves in advance. It’s always better to have a safety net.

10.

Beer never waits. Don’t waste time on staring, drink it all at once!

11.

In case your significant other doesn’t share your enthusiasm for Beer, share a few bottles to win her/him over.

12.

Technically, last night you drank, not "drinked," but who cares?! It was fun, wasn’t it?

13.

You pour the Beer half-way, wait until the foam settles and go full throttle.

14.

If you want to enjoy perfect memory as you grow old, never forget your Beer buddies in youth.

15.

Each glass of Beer needs a unique treatment. Find your special ritual to thank Beer gods.

16.

Ice cubes don’t belong in Beer!

17.

When in doubt, drink beer!

18.

Good music makes good Beer taste even better (especially in rhythm ¾).

19.

If someone criticizes you for drinking, remind them that Beer is a vital source of B1, B2, B3, B6 and B9 vitamins and promotes the recovery of cells.

20.

There are more than 400 types of Beer in our universe. Most beers blend one variety of malt and hop, but 34 combines 3 types of malt and 4 different hop. That’s why it’s so special.

21.

Our brains do not come with a natural ability to perceive different aromas, so focus and learn!

22.

Beer combined with ice-cream doesn’t have any disastrous consequences for our digestive system. You can find different shakes with Beer and ice worldwide.

23.

Idle Beer is the devil’s plaything. Never leave your Beer unattended!

24.

If the temperature reaches 34°C, it could only mean that the time for 34 has come!

25.

If you stumble upon a rogue potato chip, dip it in the foam without hesitating - it will bring you luck!

26.

34 holds a mere 9th honorary place in the Fibonacci Sequence, but it will always be number 1 in our hearts!

27.

Brevity is the soul of a toast! Remember, everybody around you looks forward to sipping the cold drink.

28.

Beer enhances your power to make strategic decisions. Even the White House brews Beer with its own secret recipe.

29.

What thou drinkest is thine; what thou savest is lost!

30.

In case of insomnia, grab a bottle of Beer to get the necessary inspiration for sweet dreams.

31.

If one glass is all you can drink, you’d better choose an enormous one.

32.

There is no ideal snack! Trial and error is the best system for refining your taste. Go ahead, take a bite of that juicy calzone. Only your stomach can judge you!

33.

Soaking your hair with beer might be beneficial sometimes! Beer contains proteins which add more brilliance and health to your hair. However, we sincerely recommend to use 34 only for recreational purposes.

34.

When you are in a hurry, wrap a Beer bottle with a wet napkin and put in a freezer for 5 minutes. Satisfaction guaranteed!

Cheers!

#87a Tsereteli ave.
0119 Tbilisi, Georgia