Brewbound Podcast Episode 20: House Beer Founder on Lager Beer and Marketing to Millennials

Brendan Sindell is on a mission to bridge the gap between major domestic and craft beer offerings.

“I grew up drinking major domestics in college and I found myself drinking them out of habit,” he said.

So Sindell created House Beer, a sleek-looking lager brand targeted to millennial consumers who “don’t want to drink their dad’s beer.”

The Venice, California-based beer company, which counts Ashton Kutcher and the Winklevoss twins among its investors, only makes one product – a “premium crafted lager.”

“The strategy behind just creating a sessionable craft lager in five different SKUs allows us to be extremely focused,” Sindell said.

He’s betting drinkers still want to drink lager beer, despite the fact that some of the country’s largest brands – Budweiser, Heineken, Pabst, and others – are in decline.

“We’re starting to get a lot more attention,” he said. “I think the rise of Modelo, [Michelob] Ultra, Pacifico, Corona has a lot to do with it. The consumer that was once drinking the big four is trading up to those beers, and that is kind of where we lie.”

In episode 20 of the Brewbound Podcast, Sindell discusses House Beer’s value proposition, the company’s distribution and growth strategy, the challenges and opportunities of selling a single product offering and why his investors remain interested in the beer category despite declining volumes.

Also in this episode: Brewbound editors Chris Furnari and Justin Kendall discuss Super Bowl storylines, the closing of the Widmer taproom in Portland, Oregon, and key executive hires at Sierra Nevada and MillerCoors. They also share some social media accounts to follow and discuss the latest “Beer Twitter” debate over craft breweries using unpaid volunteers on packaging day.

Listen to episode 20 of the Brewbound Podcast above, as well as on iTunes, Google Play, Stitcher, Spotify, and Soundcloud. New episodes of the Brewbound Podcast, which is co-hosted by Furnari and Kendall, are published every Thursday.

Episode 21, featuring former Guinness brewmaster Fergal Murray, will be released on Thursday, January 31.

For questions, comments or suggestions, please email podcast@brewbound.com.

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The Brewbound Podcast features interviews with beer industry executives and entrepreneurs, along with highlights and commentary from the weekly news. New episodes every Thursday.