MicroBrewr 052: Share your brewery’s story with a podcast, with Short's Brewing Company.

MicroBrewr 052: Share your brewery’s story with a podcast

Joe Short started Short’s Brewing Company in Bellaire, Michigan in 2004. Today Short’s Brewing is one of the fastest growing of Michigan breweries. Their young, savvy marketing program includes a podcast.

“A large part of making people aware of us,” says Joe, “is the fact that we are always able to just tell our story through photos and blogging in the early days through our website. When we added more people to the team, we started picking up things like Facebook and Twitter. Now we’re able to work with Mike to bring us to the next level, which is the podcast.”

Short’s Brewing contracts with Mike Moran, Quarter After Productions, to produce their weekly podcast. His team of 3 editors and 2 interns works on 9 podcasts.

“This story is very honest,” says Mike, “and it’s one of the coolest business stories I’ve seen in Northern Michigan in a long time. I’m super lucky to be able to be a part of it and capture it.”

The podcast, called Short’s Cast, is a great tool to keep the brewery’s audience updated. Regular features on the podcast include:

  • Music recorded from live performances at the pub.
  • Announcements of beer releases.
  • Interviews with musicians who perform at the pub.
  • General announcements.

“We’re sharing the business story or a culture we’re creating,” explains Joe.

A podcast provides an outlet to share your brewery’s story with a worldwide audience.

“The majority of the listeners,” says Mike, “are outside of the Northern Michigan area. It reaches out to a lot of the fans who can’t be here in Northern Michigan. They use the podcast as a source of information [about the brewery].”

Brewery specs:

Kettle size: 32 BBL.

Size and quantity of fermentation tanks: 4, 100-BBL fermenters; 1, 70-BBL fermenter.

Size and quantity of bright tanks: 16, 90-BBL bright tanks and 7, 60-BBL bright tanks which are sometimes used as fermenters.

Annual brewing capacity/last year’s production: 60,000 BBL/year capacity. Brewed 34,443 BBL last year (1.067 million US Gallons or the equivalent volume of 6.44 billion melted M&Ms).

Square footage: 13,500 sq. ft.

Years in operation: 10 years at the brewpub (opened 2004). 6 years at the production brewery (opened 2009).

“A large part of making people aware of us is that we are always able to tell our story.” [Tweet This]

 

Listener question:

If you could ask one question to every brewer or brewery owner, what would you ask? Let me know.

Book recommendation:

Check out the entire list of recommended books, click here.

Your Free Audio Book

An upcoming beer style:

Gose

Other resources:

You can reach Joe Short, Mike Moran, and Short’s Brewing Company at:

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For a brewery truly rooted in the community, consider forming a cooperative, guest post by Sara Stephens, Sustainable Economies Law Center.

For a brewery truly rooted in the community, consider forming a cooperative

The cooperative business model is gaining popularity. Even many craft breweries are forming as co-ops. If you’re thinking of starting a brewpub, the cooperative business model might be the way to go.

The Sustainable Economies Law Center (SELC) is the authority on co-ops. MicroBrewr Podcast recently spoke with SELC as part of a series about breweries as co-ops. Here, Sara Stephens, staff attorney at SELC and the Law Office of Sara Stephens, expands on how the cooperative business model can be applied to breweries.

Disclaimer: This blog post is made available only to give general information about the law and not to provide specific legal advice. The law is different in every state and subject to change. You should consult an attorney about legal questions pertaining to your situation.


For a brewery truly rooted in the community, consider forming a cooperative

Full disclosure: I am Nathan Pierce’s girlfriend wife. Because of that, I am learning more about craft beer than I ever expected I would. Although I’m not a big beer drinker, I am a big fan of entrepreneurship that helps create a more equitable economy. My job as an attorney at Sustainable Economies Law Center is to help people start cooperative businesses, equitable housing and land stewardship models, and other projects that create more resilient communities.

What impresses me most about craft breweries is how unlike conventional businesses they tend to be (in a good way).

  • They give back to their local communities.
  • They collaborate and share with each other.
  • They innovate and take risks.
  • They generally resist selling out to make a bigger profit.
  • And they seem like great places to work.

Because of these qualities, I believe the craft beer industry is ripe for the cooperative movement to take hold.

Cooperative basics and benefits

Cooperatives, I believe, are the best type of business to form if you want to be truly rooted in your community. By “cooperative” I mean an entity that is owned not by outside shareholders but by its members—the people who actively help the business to succeed.

Members might be:

  • The business’ workers (worker co-op)
  • The business’ customers (consumer co-op)
  • Producers of the product it sells (producer co-op)
  • A combination of those categories

Members of a cooperative jointly own the business, share its profits, and democratically manage its operations. This form of business keeps more wealth in the local community because the members (local workers, customers, and/or producers) are its owners. In the case of a brewery, the members could be the workers in the brewery, the consumers of the brewery’s beer, and/or independent brewers whose beer the co-op sells.

These members also have a say in how the business is run, so they can keep it from exploiting its employees or the local environment. Worker cooperative breweries, in particular, allow the people making the beer to have creative input and ownership in their work. Rather than focusing on maximizing returns to shareholders, a cooperative can truly operate for the benefit of its workers and community.

Listen to podcasts about breweries as co-ops:

MicroBrewr 046: Start your brewery as a worker-owned co-op

MicroBrewr 047: Proof of concept for a brewpub co-op

MicroBrewr 049: Planning California’s first cooperative brewpub

The cooperative model is taking hold

If you’ve been listening to MicroBrewr Podcast (particularly episode 046, episode 047, and episode 049), you’ve heard about these and other benefits of running a brewery as a cooperative. You’ve also heard from a couple of breweries that have chosen the cooperative model.

As it turns out, this trend is really taking hold.

Here’s the list of cooperative breweries Nathan and I have compiled so far. Some have not yet opened, but are well on their way. Below each, I’ve also indicated what type of cooperative it is or intends to be (as far as I could tell). Some of the consumer cooperatives below may actually be hybrids, if the workers are also members and exercise democratic self-governance. If you know of other cooperative breweries, tell us about them in the comments!

  1. 4th Tap Brewing Co-op (Austin, TX)
    • Worker cooperative.
  2. Black Star Co-op Pub and Brewery (Austin, TX)
    • Hybrid consumer and worker cooperative. First cooperative brewery in the world. Hear their interview on MicroBrewr Podcast episode 047.
  3. CO-HOP (Chicago, IL)
    • Still in planning. Looks like a producer cooperative and brewery incubator that markets the beer its tenants produce. No posts on their blog or social media in several months; I hope this project is still happening!
  4. Fair State Brewing Cooperative (Minneapolis, MN)
    • Consumer cooperative.
  5. Fifth Street Brewpub (Dayton, OH)
    • Consumer cooperative.
  6. Flying Bike Cooperative Brewery (Seattle, WA)
    • Consumer cooperative.
  7. Full Barrel Cooperative Brewery & Taproom (Burlington, VT)
    • Consumer cooperative, with democratic worker management.
  8. High Five Co-op Brewery (Grand Rapids, MI)
    • Consumer cooperative.
  9. Los Alamos Beer Co-op (Los Alamos, NM)
    • Consumer cooperative.
  10. Miami-Erie Brewing Co-op (Middleton, OH)
    • Consumer cooperative.
  11. San Jose Co-op Brewpub (San Jose, CA)
    • Consumer cooperative. Hear their interview on MicroBrewr Podcast episode 049.
  12. Together We’re Bitter Cooperative Brewing (Kitchener-Waterloo, Canada)
    • Hybrid consumer and worker cooperative.
  13. Utah Brewers Cooperative—Wasatch and Squatters (Salt Lake City, UT)
    • Producer cooperative. Joint marketing of Wasatch Brewery and Squatters Craft Beers.
  14. Yellow City Co-op Brewpub (Amarillo, TX)
    • Consumer cooperative, with democratic worker management.

Key legal issue: choice of business entity

Since I’m a lawyer, I’ll say a little about one of the biggest legal decisions cooperatives need to make: what entity type to choose.

The most important distinction between a cooperative and a conventional business is the set of principles under which it operates. Check out the International Cooperative Alliance’s Cooperative Principles, which most cooperatives strive to follow.

Your state law may or may not contain a “cooperative corporation” business entity type, or something similar. Even if it does, you could still form something else (like an LLC) and may want to for various reasons. Typically, the LLC or cooperative corporation will be the best choice because they limit your personal liability.

Every state is different, but in California, here are some of the pros and cons of incorporating as a cooperative corporation.

Pros of incorporating as a cooperative:

  • This entity type legally enshrines cooperative principles into the business, requiring democratic decision-making and member ownership. These principles can be part of an LLC’s Operating Agreement, but there is a risk that members could vote to remove the cooperative provisions.
  • The business must incorporate as a cooperative corporation in order to use the word “cooperative” in its business name.
  • The business can raise up to $300 from each member without triggering cumbersome securities laws.
  • If it meets requirements under Subchapter T of the Internal Revenue Code, the business can avoid the double taxation that conventional C-Corporations face. However, LLCs are not taxed at the entity level at all, so both of these entities receive tax benefits.
  • Salaries of owners are not subject to self-employment tax, unlike LLC owner salaries.

Cons of incorporating as a cooperative:

  • Even though all of the workers might be owners of the business (i.e. a worker cooperative), the law might consider them “employees,” requiring the business to follow employment laws. In that case, the business would have to pay minimum wage, deduct payroll taxes, purchase workers compensation insurance, etc. even while it’s just getting the business off the ground. In contrast, members who co-own an LLC generally will not be considered employees.
  • There are more administrative requirements than an LLC, such as annual meetings, Board of Directors meetings, annual report filing requirements, etc.

Resources to start a brewery cooperative

You should meet with a lawyer to determine the best entity choice for you.

Sustainable Economies Law Center also has a free legal resource library on cooperatives (currently under construction).

And the Democracy at Work Institute has some great legal tools, particularly for worker cooperatives.

If you are in the San Francisco Bay Area, the SELC offers drop-in legal advice three times a month for businesses and organizations trying to improve their communities. Come by for advice about your brewery!

The cooperative movement is growing and I hope you’ll join—either as a cooperative brewery entrepreneur or as a member-owner of a cooperative brewery!

Image showing Barn raising in lansing by Alexander W. Galbraith / Wikimedia Commons / Public Domain was modified from its orignal state.

 

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MicroBrewr 051: Augment your brewery’s marketing plan, with a podcast with Entrepreneur On Fire.

MicroBrewr 051: Augment your brewery’s marketing plan with a podcast

Podcasting is exploding. Even breweries are using podcasts to share their story or as part of their marketing plan. John Lee Dumas, founder and host of Entrepreneur On Fire, in San Diego, California is the expert on podcasting and starting a podcast. He sheds light on using a podcast for a brewery.

Podcasting can be a great way to gain access to experts in your field. People who wouldn’t normally have time to set aside and give you their tips, are more willing to do it to gain exposure through your podcast.

Podcasting is also a great way to increase online sales. Podcasts are accessible to anyone around the world who has internet access.

If you hire dedicated staff or contract with someone to produce your brewery’s podcast, you can sell advertisements to offset the cost. Just make sure the advertisements are relevant and useful to your listeners. “Whenever you’re offering your listeners value and you’re doing it in a classy and genuine way, it’s a good thing,” says John.

The podcast demographic is growing rapidly. And the podcast audience overlaps the craft beer audience considerably.

According to John, the current podcast demographic is mostly 24- to 38-year-olds. “You’re definitely starting to see the age range increase,” says John.

Podcast listeners are 57% male. “Right now it’s skewed male, not by a ton, but seeming to get less so.”

The most important thing for starting a podcast also applies to your brewery as a whole.

“The most important thing,” advises John, “is to sit down and sketch out your perfect listener. Once you know who that perfect listener is, every single decision after that point, number one become easier, but number two becomes correct because you know what your perfect listener would want on that decision and you take action on that knowledge.”

“Podcasters are kind of starting to go mainstream now.” [Tweet This]

 

SPECIAL BONUS:

Download John Lee Dumas’ book for free

Podcast Launch: A Step by Step Podcasting Guide

John Lee Dumas wrote the book on podcasting—literally. And he’s giving away free copies to the MicroBrewr audience.

For your free copy, click here: eofire.com/gift

Be sure to connect with Entrepreneur On Fire and thank John Lee Dumas for being on the show and for giving us his book.

Listener question:

If you could ask one question to every brewer or brewery owner, what would you ask? Let me know.

Book recommendation:

Check out the entire list of recommended books, click here.

Your Free Audio Book

An upcoming beer style:

Craft beer in cans

Other resources:

You can reach John Lee Dumas and Entrepreneur On Fire at:

Sponsors:

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Help keep MicroBrewr on the air. CLICK HERE for ways you can help.

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MicroBrewr 050: Have passion and be persistent, with Craft Conscious.

MicroBrewr 050: Have passion and be persistent

Drew Dillman from Craft Conscious, in Cincinnati, Ohio, interviews all sectors of the craft beer industry. Rather than beer tastings or reviews, he pulls back the curtain on the business of beer.

Nearly 100 audio interviews are in iTunes and many more full video interviews are on the website.

“It’s something new every single time,” says Drew. “Ninety-four different breweries so far, and each one I keep thinking to myself, ‘I’m going to run into the same content over and over again.’ But I never really do.”

Craft Conscious interviews craft beer’s top experts, entrepreneurs, and innovators. In addition to breweries, they interview retail outlets, distributors, and media companies.

“What I’ve really found as a consistent thematic thread is to have passion and to be persistent with that and you’ll be able to turn that passion into profit.”

“I can’t stop liking beer.” [Tweet This]

 

Listener question:

From Beer Nerdette: What’s the weirdest beer you’ve ever come across?

Book recommendation:

Check out the entire list of recommended books, click here.

Your Free Audio Book

An upcoming beer style:

India Pale Ale

Other resources:

You can reach Drew Dillman and Craft Conscious at:

You might also like:

MicroBrewr 040: Keep persevering to get to the end with Blood, Sweat, and Beer documentary.

Sponsors:

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Support MicroBrewr

Help keep MicroBrewr on the air. CLICK HERE for ways you can help.

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MicroBrewr 049: Planning California’s first cooperative brewpub, with San Jose Co-op Brewpub.

MicroBrewr 049: Planning California’s first cooperative brewpub

You’ve decided that your brewery is going to be a cooperative. Now you need to find others who will share the burden and resources. You can work together to start your own brewery. That’s what Christian Borglum and others are doing with San Jose Co-op Brewpub in San Jose, California.

San Jose Co-op Brewpub is still being planned. So it’s not certain what the future establishment will look like. A dedicated group of people are volunteering their time and pooling resources toward their shared dream: to own and operate a brewpub.

Other podcasts about breweries as co-ops:

MicroBrewr 046: Start your brewery as a worker-owned co-op

MicroBrewr 047: Proof of concept for a brewpub co-op

Christian is currently on the volunteer board. He gives us insight to the progress.

  • It will be a democratically run business.
  • The members will own a part of the company and have voting rights to elect the board of directors.
  • Membership lasts a lifetime.

San Jose Co-op Brewpub is currently doing a membership drive. They’re trying to double their membership from 300 to 600, by April 2015. Now is your opportunity to own a part of California’s first co-op brewpub.

“You drink the beer, you should own the bar.”

Check out their website to learn more.

“Principle advantage of doing this as a cooperative is you have a lot more people to draw from.” [Tweet This]

 

Listener question:

If you could ask one question to every brewer or brewery owner, what would you ask? Let me know.

Book recommendation:

Check out the entire list of recommended books, click here.

Your Free Audio Book

An upcoming beer style:

Session Beer

Other resources:

You can reach Christian Borglum and San Jose Co-op Brewpub at:

Sponsors:

“Compare free quotes from top suppliers within 48 hours.”

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Support MicroBrewr

Help keep MicroBrewr on the air. CLICK HERE for ways you can help.

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