Brewbound Podcast

How can you get the most out of your supply chain relationships? Communication is key, and not just when the headwinds hit. Matt Potts, founder of Normal, Illinois-based Destihl, and Ron Schroder, Briess director of marketing, share how they’re navigating supply challenges and how craft brewers can mitigate issues by maintaining lines of communication. Potts also explains why Destihl has supplemented its own growth with partner brands, including the Wrexham Lager, Hanson Brothers’ Mmmhops IPA, an Evel Knievel-branded beer and NIL beers, including with the University of Illinois Fighting Illini. Plus, U.S. Beverage VP of brand development Kris Sjolander explains the importer and platform’s sales and marketing partnership program. He also dives into what opportunities U.S. Beverage’s contract brewing process offers to potential partners in the U.S. and beyond. U.S Beverage’s partners include Uinta, Woodchuck Cider, Moosehead, Captain Lawerence and several others. Sjolander shares why he believes U.S. Beverage excels at distributor management, how the company is expanding its national accounts presence to meet its partners’ needs and what types of brands benefit the most from partnering with the firm. Before the conversations, Brewbound editor Justin Kendall and managing editor Jess Infante break down Tilray Brands’ latest leadership shuffle and taproom closure, as well as quick thoughts on White Claw’s dominance of hard seltzer and cutting its vodka-based canned cocktail line. Jess and Justin play Another Round or Tabbing Out on the elders’ latest Generation Z gripe: forming a single-file line at the bar. They also talk about the Voodoo Ranger-Malört collaboration, Roulette IPA, where consumers risk getting a Malört-inspired IPA in a 6-pack. Listen here or on your preferred podcasting platform.

Merchandise remains an important piece of Rhinegeist Brewery’s business, and the Cincinnati brewery is leveling up under the guidance of merchandise director Jenny Morrissey. Morrissey and Rhinegeist VP of marketing Tracey Ireland share the evolution of the company’s merch strategy from “marketing tool” to an individual business unit aimed at forging emotional connections with the brewery’s fans. After peaking in the late 2010s, Rhinegeist’s merch business started to decline. Morrissey, who joined the company a year ago, has brought a fashion background and a disciplined approach to the business, from assortment planning to limited drops. Morrissey and Ireland share how they’re engaging Rhinegeist’s diverse customer base, from out-of-town visitors to the brewery’s Cincinnati taproom, to its home market “super fans.” “We’re trying to get as many skull drop T-shirts on as many people as possible for every occasion,” Morrissey said. Morrissey and Ireland discuss efforts to re-engage fans with new products via event-driven and limited-time offerings and monthly product drops. “We’re exploring doing a lot more illustration, a lot more nods back to Cincinnati heritage and just having a lot more fun with it, a lot more humor,” Morrissey said. “And then driving sales with scarcity, essentially, and keeping our assortment fresh. It’s such a good lever to pull to just keep things fresh, keep people coming back to check what we have that’s new.” The conversation covers trend spotting, sourcing inspiration, brand partnerships and tapping into a collector community. Morrissey and Ireland also explain why creating emotion is key to breaking through with consumers. Plus, they share when to cut bait on slow-moving inventory. Ahead of the interview, the Brewbound team talks through Republic National Distributing Company’s (RNDC) exit from California. Plus, the trio play Another Round or Tabbing Out on the creation of family-friendly spaces, and Almanac CEO Damian Fagan’s distaste of the word “taproom.” Listen to the strategy session here or on your preferred podcasting platform.

New Belgium Brewing resumed brewing at its Asheville, North Carolina-based production facility this week for the first time since Hurricane Helene wreaked havoc on the region and shut down the brewery’s operations. It was a significant stoppage for the company as the Asheville brewery accounted for around 40% of New Belgium’s total output. In the wake of the hurricane, the brewery was flooded with around 20 inches of storm water. More than three months after being knocked offline, Voodoo Ranger Juice Force will be the first beer going into the tanks in Asheville, with packaged products expected to follow in March. New Belgium CEO Shaun Belongie joins the Brewbound Podcast to discuss the comeback in Asheville, the company’s still-unfolding contingency plans and the road ahead. Belongie also shares New Belgium’s 2025 plans, including the introduction of “Mini Ripper” cans of higher ABV Voodoo Ranger Force offerings; LightStrike hard refreshers; and Bell’s Oberon Light. He also explores going into year eight of Voodoo Ranger, the opportunities for Bell’s, building brands outside of the craft beer bubble and taking over sales, marketing and production of Kirin Ichiban. Plus, the Brewbound team talks Zoe’s trip to the Beer Summit, 2024 off-premise scans and Tilray Brands’ Project 420. Listen here or on your preferred podcasting platform.

The Brewbound Podcast in 2024 featured a mix of interviews with industry heavyweights, analysis and a new roadshow component with stops at the California Craft Beer Summit in Sacramento, the Craft Brewers Conference in Las Vegas and the National Beer Wholesalers Association’s Annual Convention in San Diego. The most-listened-to episodes of 2024 touched on leadership changes in the industry, conversations from the road and major events and strategizing. Here’s a look back at the most popular Brewbound Podcast episodes of the year, in reverse order. Links are in the headlines for those who want to catch up. 10. Diving into Early Year Bev-Alc Data Trends with 3 Tier Beverages 3 Tier Beverages’ Mary Mills and Stephanie Roatis parsed the early year data, including positive cider trends in convenience, non-alc beer growth, hard seltzer rationalization and much more. They also dug into the growing trend of private label hard seltzer and whether anyone can break through the hard coffee curse. Plus, the Brewbound team discussed the potential strike at Anheuser-Busch InBev’s U.S. breweries (note: this was recorded before the tentative agreement was reached), and they played Another Round or Tabbing Out on the chances of Michelob Ultra challenger brands staking a claim of the better-for-you beer market. 9. Road Reports, Private Equity Deals and More Leadership Changes The early part of 2024 is always packed with travel to industry conferences. In this late January episode, Brewbound reporter Zoe Licata shared her experience at this year’s CiderCon in icy Portland, Oregon. Meanwhile, both Zoe and Brewbound managing editor Jess Infante offered takeaways from the Beer Industry Summit in San Diego resort city Coronado. As always, the team broke down the biggest news of the week, including a craft-on-craft deal in New England, a private equity firm selling part of its stake in Mikkeller, a CEO change at Sapporo-Stone Brewing, another Heineken exec joining Lagunitas’ c-suite and an update on the bidding for Anchor. Plus, listener-favorite game Another Round or Tabbing Out centered around the return of the Coors Light train for the Super Bowl. 8. Ding Dong, Drizly is Done; Plus, Scanning the Craft Scans Uber said goodbye to e-commerce alcohol delivery platform Drizly in March. Brewbound editor Justin Kendall and weekend newsletter writer Sean McNulty discussed the decision and why it’s another blow for brewers. Plus, the duo discuss full-year 2023 craft beer scan data, the narrative (or lack thereof) for craft heading into 2024, and why the early read wasn’t great. Other topics include New Jersey finally giving the state’s craft breweries a break, Tilray wilding out with new products and Lawson’s trying to get the low-ABV Beach Party started. 7. MikMak’s Rachel Tipograph on the Post-Drizly Bev-Alc E-Commerce Landscape In the wake of Drizly’s shut down, MikMak founder and CEO Rachel Tipograph analyzed what’s next for beverage-alcohol e-commerce. In the conversation, Tipograph explained why many alcohol producers were caught off guard by the announcement and who she expected would pick up the market share once held by Drizly. 6. Firestone Walker Details Its House of Brands Strategy Firestone Walker’s marketing approach for the 805 brand has featured black-and-white short films of athletes and artists as part of its Authenticos partnership program. CMO Dustin Hinz and brand director Hannah Barnett explored the marketing approach for the Paso Robles, California-based craft brewery’s biggest brand, 805, and how it plays with the company’s wholesalers. The two also discussed how that approach differs from the rest of its portfolio, including Cali Squeeze, Mind Haze and the F Brands. 5. How a Las Vegas Wholesaler is Prepping for the Super Bowl How do wholesalers in the Super Bowl’s home city prep for the biggest football game of the year? Breakthru Beverage Nevada beer division VP Deacon Nauslar shared when preparations began, how much of a bump the distributor is expecting, how the event will compare to a Formula 1 race earlier this year, and how the biggest football game of the year measures up to a normal week servicing Sin City. New Orleans, you’re next. 4. How to Make a Summer Shandy Work Year-Round Molson Coors-owned Leinenkugel’s made flagship Summer Shandy a year-round offering this year. Leinenkugel’s president Tony Bugher and John Leinenkugel hopped on the podcast to share why the company made the move and what it meant for the brand. The conversation took place months prior to Molson Coors shutting down the Chippewa Falls, Wisconsin-based facility, laying off more than 50 workers and transferring the remaining Leinenkugel’s production to Milwaukee. Those moves appeared to blindside the Leinenkugel family, who had brewed beer in Chippewa Falls for 157 years. The Leinie Lodge and pilot brewery in Chippewa Falls remain open. 3. What Even Happened in 2023? Fellow beer industry journalists Kate Bernot and Christopher Shepard joined the Brewbound team to recall the bev-alc/non-alc crossover brand madness of 2023, craft beer’s stormy seas and a potentially grim outlook for draft beer sales. The conversation isn’t all doom and gloom, as the crew discussed positive developments in taproom hospitality and non-alcoholic beer options. Little did anyone know what 2024 would bring. 2.  Topa Topa, Match Point and That’s Delicious Financials on What’s Working For Craft The Brewbound team’s road trip to Sacramento for the California Craft Brewers Association’s Craft Beer Summit led to several conversations with California craft brewers, including a three-pack of chats with leaders from Topa Topa Brewing and Match Point Brewing, as well as the founder of That’s Delicious Financials. Topa Topa founder and CEO Jack Dyer explained the importance of Chief Peak IPA to the brewery’s business and why it’s the beer he’s always thinking about. Match Point Brewing co-founder Simon Chen shared the Albany-based brewery’s path to opening a taproom and also making connections with consumers in his hometown. And That’s Delicious Financials founder Drew Kearns expressed optimism about the craft brewing industry, as well as the most difficult conversations he’s hearing on the financial side of the business. 1. An Exit Interview with Naomi Neville of Allagash Brewing 2024 brought a lot of change at top craft breweries across the country, including Allagash Brewing. Naomi Neville departed the Portland, Maine-headquartered craft brewery after 14 years of leading and building its sales team and helping turn the brewery into a regional powerhouse led by Allagash White. Neville reflected on her experience building the Allagash brand and dished on where she sees the segment going and what’s next for her. Neville ended up leaving the beer industry and is now the program director for the Maine Center for Entrepreneurs.

Brewers Association VP of marketing and communications Ann Obenchain joins this week’s Brewbound Podcast to discuss how the trade group reimagined the Great American Beer Festival (GABF). The refreshed GABF takes place Thursday through Saturday in Denver, and attendees should expect a more experiential feel this year, Obenchain explained. She acknowledged that past GABF events were nearly indistinguishable in look with the blue and yellow color scheme and lines of booths serving beer. For 2024, the geographic or alphabetical lineup of booths are gone, replaced with six experiential areas and a product lineup that goes beyond beer to include cider, hard seltzer, ready-to-drink canned cocktails and more, Obenchain said. The meet-the-brewer area returns, but this year’s GABF will lean into the season with a Halloween-themed area called “Fright” that will include scare actors, decorations and giant LED inflatables, and a section called “Prost” with Oktoberfest vibes, including a biergarten, stein-holding contests and German oom-pah bands. Other areas include “Score,” with live sports played on televisions and foosball; “Blast Off,” a space-themed area; and “Chill,” with live music. Adding to the experience will be Lucha Libre, the pro wrestling style originated in Mexico starring masked wrestlers. All of this is aimed at appealing to younger, experience-seeking attendees who have been the majority of GABF goers in recent years, Obenchain said. The goal is to keep them coming back and get them interested in craft beer. She added that over the last seven years, GABF attendees have skewed younger, with the majority of attendees in the key 21- to 34-year-old demographic. Obenchain also discusses the addition of beyond beer offerings to the GABF lineup; the Paired add-on, beer-and-food pairing event; and what’s new with the GABF Awards. Listen here or on your preferred podcast platform.

On a special bonus episode of the Brewbound Podcast, we talk a lot about lagers and marketing. First, Jack Hendler and Joe Connolly discuss their book – Modern Lager Beer: Techniques, Processes and Recipes – and producers’ growing interest in craft lagers. Hendler is one of the co-founders of Jack’s Abby, a Massachusetts-based lager brewery, and Connelly is the brewery’s sales director. Then, Von Ebert Brewing’s Sam Pecoraro dishes on the Portland, Oregon brewery’s increased focus on lager, takeover of the former Ecliptic Brewing space and its five taproom locations. The show wraps with an interview with Not Your Hobby Marketing Solutions’ Julie Rhodes talking shop on marketing, including the importance of personal connections and native digital marketing campaigns. Listen here or on your podcast platform of choice.

Following a flood of news last week, the Brewbound team recaps the latest major headlines, starting with the billionaire founder of Chobani acquiring Anchor Brewing. Justin, Jess and Zoe share whether they foresaw this scenario playing out. Following the Anchor talk, they dig into the rumors of a potential acquisition of Boston Beer by Suntory. The news wraps with a conversation on Monster Brewing’s shutdown of the Deep Ellum brewery and taproom in Texas. The show also features a 3-pack of interviews with: Monday Night Brewing co-founder and CEO Jeff Heck on operating multi-state taprooms; Dan Imdieke and Jason Pratt, the new owners of Cicerone, on their future plans for the certification program; And Rob Day on the importance of marketing, especially in a maturing craft beer market. Listen above or on your podcast platform of choice.