Behind the Scenes: SpeakerCraft® Speakers Rock the Brewery World with a New Kind of Collaboration

October 13, 2021

Here’s a post that goes down smooth. Curt Hubner, Founder and Owner of Advanced Integrated Control (as well as long-time dealer for Nice North America products) and Walter Trifari, Brew Master and founder of Lot 9 Brewery, both of Bluffton, S.C., have discovered a way to combine two of their favorite things: craft beer and great music.  

The AIC crew frequented Lot 9 Brewery, enjoying the friendly environment, staff and beverages.   


Curtis Hubner, AIC Owner 

“Our employees and I appreciated having an occasional round at Lot 9 Brewery. Their beer is famous in South Carolina, and we love the spot where folks gather, food trucks pull up and people engage for fun and relaxation. But one thing always made the experience a little flat—the quality of the music inside and outside Walter’s place. Before long, we began discussing SpeakerCraft® speakers and a great sound system as a possible solution to deliver high-performance music throughout to further elevate the lively space.” and a great sound system as a possible solution to deliver high-performance music throughout to further elevate the lively space.” 


Curt and his crew installed a first-class audio system featuring SpeakerCraft OE8 Three-Way Speakers and new SpeakerCraft HRSi Subwoofers both inside and outside on the patio for great sound and depth of bass. The speakers and subwoofers were integrated with a Yamaha Musicast multizone system so that Lot 9 could stream music throughout, separate it by zone and even pipe live band music in all areas. 


Walter Trifari, Brew Master and founder of Lot 9 Brewery 

“Yeast is a living organism. I find that it responds to music. A loud, proud new ale will be cool. We have the ability to create something very special here with the SpeakerCraft sound stamp for all our customers to enjoy so the legacy lives on in sound and in taste.” 


The two decided to honor the SpeakerCraft speakers by naming a special craft brew that tributes the legendary brand. They brought in the SpeakerCraft team at Nice North America, where the name and design came into play for the SubSonic Ale. 


Matt Bail, Creative Director 

“The central concept in brewing process of this beer was the agitation of the yeast in the fermenter with the vibrations generated by the SpeakerCraft® HRSI subwoofer. So, the name would ideally have some reference the product, as in the word ‘Sub’ which is the informal term for subwoofers. The ‘Sonic’ part of the name came from the space we are playing in – high performance audio, so sonic relates to that. While it’s true that the ‘real’ word ‘subsonic’ refers to rate of acceleration, the way the word rolls off the tongue and how the two words come together to tell our unique story made it the perfect name!” 


With this in mind, the design team crafted a logo for the new brew. 

Cori Retherford, Senior Graphic Designer 

“The SubSonic logo drew inspiration from the shape, simplicity, and sound of the HRSi subwoofer. I aimed to portray an in your face “BOOM”, like the HRSi, with a relationship of sharp edges, and symmetrical confinement for the title SubSonic. The color palette keeps in line with Lot 9’s branding, I kept their prevalent mustard yellow and black color palette.” 


This new, handcrafted brew is a deliberate and painstaking process, and the final completion of the exciting elixir was launched a couple weeks ago. 

Richard Pugnier, Vice President of Marketing, Nice North America 

“This is very exciting and inspiring, and fits naturally with the rocking fun, lifestyle brand that SpeakerCraft brand is known to be worldwide. SpeakerCraft speakers have been honored in many ways, but this is definitely one of the most unique! To think that AIC and Lot 9 came up with a recipe to embody the brand in the SubSonic Ale goes beyond cool, and we can’t wait to taste how the SpeakerCraft speaker sounds provide the rhythm to craft this one-of-a-kind flavor profile.” 


Follow the fascinating creation of the new SubSonic Ale on the SpeakerCraft social media pages and watch the new video featuring Lot 9 Brewery and this unique ale.