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:

Sponsors:

InMotion Hosting

“Fast, reliable, affordable, web hosting.”

advert-inmotion-hosting_250x250

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

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.

 

Join the mail list

Don’t miss other great posts like this one.

Sign up for the email list:   Sign me up!

 

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:

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

Kinnek "Compare free quotes from top suppliers within 48 hours." http://www.kinnek.com/microbrewr

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

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:

Audible

Download a free audiobook.

Audible. Download a free audiobook. https://microbrewr.com/audible

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

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.”

Kinnek "Compare free quotes from top suppliers within 48 hours." http://www.kinnek.com/microbrewr

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

MicroBrewr 048: Package your beer cheap and easy with mobile canning, with Mobile West Canning.

MicroBrewr 048: Package your beer cheap and easy with mobile canning

You pinched every penny. You begged, borrowed, and stole to start your brewery. People are enjoying your beer at the taproom, and now you want to expand your reach. You still don’t have capital to buy a dedicated canning or bottling line. Matt Woempner, from Mobile West Canning, in San Diego, California, explains how mobile canning can work for you.

Mobile Canning West serves San Diego, Arizona and Southern Nevada. Mobile Canning Systems provides training and guidance to all of their affiliates. So if you’re outside of

Mobile West Canning’s area, you can likely find another affiliate who will come to you.

The system is pretty similar throughout.

Contact the mobile canners when you start a new batch of beer. So they’ll have enough time to schedule your job.

This might be the first time that you’re beer in being packaged, so attention short be given to the label. “Artwork, artwork, artwork,” says Matt. TTB has requirements for your label design, and many state alcohol control boards have additional requirements. The mobile canner will help make sure your labels are in compliance.

When the canners arrive, they’ll wheel the machine into your brewery, within several feet of the fermenter or bright tank. They will bring one or 2 people, and they’ll need the help of a few people from your brewery.

At the end of the day, your beer is in 12 oz. or 16 oz. cans, and ready to be sold!

There is a ton of detailed information in this episode—too much to recap here. So listen to the whole episode and see if mobile canning can help you achieve the goals for your brewery.

“This is a tremendous business to be in, and it’s an exciting time to be in that business.” [Tweet This]

 

Listener question:

From Lester Foldi: Is the Craft Brewers Conference worth the price for a nanobrewery still in the planning phase?

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 Matt Woempner and Mobile West Canning at:

Sponsors:

Kinnek

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

Kinnek "Compare free quotes from top suppliers within 48 hours." http://www.kinnek.com/microbrewr

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

MicroBrewr 047: Proof of concept for a brewpub co-op, with Black Star Co-op Pub and Brewery.

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

If you’re thinking of starting a brewpub, the cooperative business model might be the way to go. Chris Hamje has been at Black Star Co-op Pub and Brewery, in Austin, Texas, since shortly after they opened. He explains how the cooperative model plays out for their operation.

Jessica Brook Deahl, an accomplished and self-proclaimed "Beer Artist" at her opening show with head brewer Chris Hamje of Black Star Co-op.

Jessica Brook Deahl, an accomplished and self-proclaimed “Beer Artist” at her opening show with head brewer Chris Hamje of Black Star Co-op.

“There’s a lot of precedence for a worker-owned factory model,” explains Chris. “When you look at beer, this is a very high-tech fabrication plant. The model works very well, the precedence is there historically, for this exact operational process. When you take the people who are moving parts of this factory, giving the most creative input in what the product is like, you suddenly have something really special. And that works really well in the craft beer movement.”

There are many ways to organize a brewery co-op. Black Star has 2 member bases.

There are about 3,000 “patrons” worldwide, who pay $150 for a lifetime membership, and gain the right to elect a 9-seat board of directors.

The “workers assembly” has great autonomy as they follow the board policies on a day-to-day basis. Employees must work at the co-op for one year before going before an election to gain a place on the workers assembly. The workers assembly has one meeting each month, and votes on day-to-day operations.

Other podcasts about breweries as co-ops:

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

MicroBrewr 049: Planning California’s first cooperative brewpub

Chris is currently preparing to start a production, package brewery, 4th Tap Brewing Co-op, in Austin that will also be a co-op. He has lots of advice, including:

  • Look at how your state’s laws treat a co-op.
  • Choose a location with high visibility.
  • Take a class in organic chemistry.
  • Hire an extra staff member.

Last week we talked with Sustainable Economies Law Center to get an overview of the cooperative business model and how it might apply to a brewery. Next week we’ll hear from San Jose Co-op Brew Pub about their plans to start California’s first co-op brewery.

Brewery specs:

Kettle size: 10 BBL.

Size and quantity of fermentation tanks: 4, 10-BBL.

Size and quantity of bright tanks: 5, 10-BBL.

Annual brewing capacity/last year’s production: A little over 700 BBL.

Square footage: Around 900 sq. ft., including a mezzanine.

Years in operation: 4 years (opened 2010).

“Always have that little bit of fear that drives you to learn more.” [Tweet This]

 

Listener question:

From Zack Chance: Where do you recommend buying ingredients on the West Coast? How do estimate the number of customers in a year?

Book recommendation:

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

Your Free Audio Book

An upcoming beer style:

Sour Beer

Other resources:

You can reach Chris Hamje and Black Star Co-op Pub and Brewery at:

Sponsors:

San Jose Co-op Brewpub

“Be co-owner in California’s first co-op brewpub.”

San Jose Co-op Brewpub "Be a co-cowner in California's first co-op brewpub." http://sjcoopbrewpub.com/microbrewr/

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

MicroBrewr 046: Start your brewery as a worker-owned co-op, with Sustainable Economies Law Center.

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

The cooperative business model is gaining popularity. Even many craft breweries are forming as co-ops. If you want to form your brewery as a co-op, Janelle Orsi, Executive Director of Sustainable Economies Law Center, in Oakland, California can answer your questions.

The cooperative business model is still relatively unknown. A worker-owned “co-op” is usually democratically organized, so each employee gets a vote on business decisions and elections for the board of directors. Employees earn dividends based on patronage—the amount of time they have invested in the business, rather the amount of money they have invested.

Other podcasts about breweries as co-ops:

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

MicroBrewr 049: Planning California’s first cooperative brewpub

Cooperative businesses provide many benefits to society:

  • The work source is stable because the employees aren’t as at-risk of layoff.
  • Profits stay in the local economy, rather than going to faraway shareholders.
  • Customers are happier because they know the product is made by sustainable jobs.

Cooperative businesses experience many benefits:

  • Decisions are made from many contributors.
  • Don’t have to pay double taxes like C-Corporations.
  • Workers are happier because they have a say in their environment.

“If we buy beer from a worker-owned cooperative, we’re actually reversing the flow of wealth.” [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:

Pale Ale

Other resources:

You can reach Janelle Orsi and Sustainable Economies Law Center at:

Sponsors:

Audible

Download a free audiobook.

Audible. Download a free audiobook. https://microbrewr.com/audible

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

MicroBrewr 045: Launch your brewery with a strong opening night, with West Cork Brewing Company.

MicroBrewr 045: Launch your brewery with a strong opening night

You’ve spent months working toward opening your brewery, now you’re finally ready for the public. How do you come out with a bang? Henry Thornhill and friends recently opened West Cork Brewing Company in Baltimore, Ireland. They share how to put on a successful opening night.

West Cork is renowned for its high quality food. Now quality craft beer also comes from West Cork.

West Cork Brewing was started in 2014 by three friends, Henry Thornhill, Dominic Casey, and Kevin Waugh, with just €15,000 (approx. US$12,000).

Although it’s a nanobrewery operating in the basement of Casey’s of Baltimore hotel, they knew they had to come out with a bang.

Here’s what they did for their grand opening:

  • T-shirts with brewery logo
  • Promotional photos on the wall
  • Nonstop tours of their brewery
  • Live music
  • Food pairings

Media was also a big part of West Cork’s grand opening. They had coverage in local and national newspapers as well as local radio stations. Here’s how you do it:

  • Send press releases before the event including lots of photos.
  • Invite media to attend the event.
  • Blitz social media.
  • Talk with friends of friends to make connections with media.
  • Keep up the momentum by leveraging coverage after the event.

Reflecting on the event, Henry has some suggestions for ways they could have improved:

  • Write a plan for media outreach.
  • Blitz local radio stations.
  • Decide on a goal for the evening.

“It’s good to have goals and then to work backwards from goals to see what kind of tactics you need to put in place.”

Brewery specs:

Kettle size: 200 liter (53 gallon)

Size and quantity of fermentation tanks: 1, 200 liter (53 gallon)

Size and quantity of bright tanks: none

Annual brewing capacity/last year’s production: 3,500 liters (925 gallons)

Square footage: 400 sq. ft.

Years in operation: recently opened

“ Enjoy today because tomorrow is just another today.” [Tweet This]

 

Listener question:

From Lawrence: How long does it take you to develop your recipes? Where do you look to be inspired when you’re looking to try something new?

Book recommendation:

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

Your Free Audio Book

An upcoming beer style:

Sour beers

Other resources:

You can reach Henry Thornhill and West Cork Brewing Company at:

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher

How to apply for a trademark/service mark, guest post by Paul Rovella, L+G, LLP.

How to apply for a trademark / service mark

There are so many stories about breweries in trademark disputes. We’ve heard about breweries having to change their name, or change the name of their beer, or even being sued for 800 thousand dollars. Following the proper procedure to register your trademarks is one important way to protect you and your brewery.

A trademark is a word or design that is used to identify your company or your product. It can be the generic, plain text, to protect the words, or it can be stylized to protect the design, such as a logo.

A slogan can also be a trademark.

To fully protect your brand, you should register your trademarks with the U.S. Patent and Trademark Office.

Paul Rovella, told us all about trademarks on MicroBrewr Podcast episode 044.

This column is the work product of L+G, LLP, which has offices in Hollister and Salinas. Paul A. Rovella, Esq., an attorney with L+G, LLP, and Max Giacomazzi are the authors of this work. You may contact Paul A. Rovella at www.lg-attorneys.com.


 How to apply for a trademark/service mark

Once you have decided that you would like to apply for trademark/service mark protection (see part 1 for a primer on trademarks and service marks), it is time to apply to the United States Patent and Trademark Office (USPTO) for protection.

Please note, it is not necessary to register a trademark with the USPTO in order to protect it, there are still common law protections for trademarks and service marks based on use in commerce, however, registering a trademark or service mark provides certain benefits, including but not limited to nationwide public notice of ownership and a presumption of ownership of the mark and exclusive right to use the mark nationwide, on or in connection with the goods/services listed in the registration.

Decide on your mark

To apply for a trademark, you must first decide on the mark you are going to use.

There are several important factors to consider when selecting a mark. First, there can be minimal likelihood of confusion with other existing marks. Second, your mark should be easily defensible in court, or be a “strong” mark.

Marks, according to the USPTO, are placed into four categories.

The strongest marks are arbitrary and fanciful marks. These marks have no relevance to the goods being offered, and so are the most easily defensible, such as BELMICO Insurance® or BANANA Tires®.

The next category is suggestive marks. Suggestive marks suggest, but do not describe, the goods being offered. This would include PAGE-A-DAY Calendars®. Suggestive marks are also considered strong marks.

The next category is descriptive marks. Descriptive marks describe the goods being offered, such as CREAMY for yogurt or WORLD’S BEST BAGELS for bagels. Descriptive marks are considered weaker marks, because it can be difficult to defend them.

Generic marks, which don’t even qualify as marks in the legal sense, are the weakest types of marks. This would include BICYCLES for a bicycle retail store or MILK for a dairy-based beverage.

Do a trademark search

After you have decided on a mark, make sure you do a trademark search to see if any other marks are out there which might be confused with yours.

The Trademark Electronic Search System (TESS) is offered by the USPTO for free and is available 24-7 through http://www.uspto.gov/trademarks/ at “TESS search trademarks.” If you do find a mark that is similar enough with yours that there may be a likelihood of confusion, then you must pick or design a new mark.

Apply for a trademark

Applying for a trademark is complex, and requires adherence to all parts of the trademark code. Many people hire a lawyer specializing in trademark applications to speed up the process, and make sure that no part is missed.

All trademark and service mark applications can be filed electronically using the Trademark Electronic Application System (TEAS) on the USPTO website. You can also file on paper, but filing online is much easier and faster.

There are two different applications, the TEAS and the TEAS Plus. The TEAS is $325 per mark per classification. The TEAS Plus is $275 per mark per classification, but you must meet some extra filing requirements.

Once you file, you will receive a filing date, which is important because if there are two similar marks seeking trademark protection from the USPTO, the one filed first will get priority. However, there are some exceptions to this, such as if a mark which has been in use applies second. In this case, the second applier has rights.

There are a few things that must be included in the application, such as the owner’s information, a drawing of the mark, a description of the goods or services represented by the mark, and for use-based applications, depiction of the mark being used in the stream of commerce.

Once you submit the application online, your materials will be reviewed by a reviewing attorney with the USPTO for conformity to the USPTO rules and regulations before publication.

Image showing USPTO@Alexandria by Kazuhisa OTSUBO on flickr (CC BY 2.0) was modified from its orignal state.

 

Join the mail list

Don’t miss other great posts like this one.

Sign up for the email list:   Sign me up!

 

MicroBrewr 044: What every brewery should know about trademarks, with L+G, LLP Attorneys at Law.

MicroBrewr 044: What every brewery should know about trademarks

There are so many stories about breweries in trademark disputes. The last thing you want is to get sued or pay legal fees to protect yourself. Paul Rovella is attorney and partner at L+G, LLP Attorneys at Law in Hollister, California. He tells us all about trademark issues for your brewery.

Although “common law” provides some protection, you are still at risk.

One especially painful story is that of Backshore Brewing Co. The owner, Danny Robinson told us on MicroBrewr Podcast 041 that he had to change the name of his brewery—and he was still sued for $800 thousand and has already racked up $500 thousand in legal fees.

Some other breweries who have shared their trademark issues on MicroBrewr have included Opposition Brewing Co. (episode 16) and Ferndock Brewing Company (episode 39).

Here are some basic steps to protect yourself:

  • Use the U.S. Patent & Trademark Office’s search tool to see whether someone else is already using the name you want.
  • File for a trademark.
  • Use photos or documentation to prove when you start using your business name and your trademark.

“The importance of trademark registration is actually enforcing,” says Paul, “which could be a time consuming and an expensive endeavor.”

There are other options besides suing to protect your brand.

“I always encourage my clients to try to deal directly with their adversary,” Paul advises. “Because then you’re not paying an attorney to create more paper to send to another attorney.”

From the least strenuous to the most, here are the best options for enforcing your trademark:

  1. Make a polite phone call to the person who is using your trademark.
  2. Send a cease and desist letter.
  3. Get a restraining order or injunction and get a judge to make them stop.

PLEASE NOTE: Nothing on this podcast should be deemed legal advice. If you have any questions about the discussions or subject matter of this podcast, you should consult an attorney.

“Smaller businesses gotta be a little more diplomatic in getting someone to stop using your label.” [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:

Ginger beer soda

Other resources:

You can reach Paul Rovella and L+G, LLP Attorneys at Law at:

Image showing 3D Judges Gavel by Chris Potter on flickr (CC BY 2.0) was modified from its original state. (www.stockmonkeys.com)

Support MicroBrewr

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

Subscribe on iTunes             Listen to Stitcher