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.
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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.
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 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?
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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.
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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.
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:
Make a polite phone call to the person who is using your trademark.
Send a cease and desist letter.
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.
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Dan Gordon enjoyed beer from the young age of 15 years. In high school, he lived next door to 2 brewers when he studied in Austria. Then in post-grad, he studied Brewing Engineering and Beverage Technology in Germany. Back home in Palo Alto, he partnered with restaurateur, Dean Biersch, to open a brewpub in Palo Alto, California, which later became Gordon Biersch Brewing Company in San Jose, California.
Gordon Biersch went on to open brewpubs throughout the U.S. and abroad. They had to divest, but remain connected. Meanwhile Gordon Biersch Brewing Company was the 49th largest craft brewery in the nation based on 2013 numbers. Their beers won 4 medals in the 2014 Great American Beer Festival.
Dan and Gordon Biersch were part of the famed craft beer class of 1988. He has a wealth of insight. Here are some of his suggestions:
Get industrial experience from a legitimate brewer
Invest in quality equipment
Stay true to your genre
Start bottling sooner rather than later
Hold your breath and wait a little bit
“[Homebrewing] is a foundation and building block for making beer popular these days.” [Tweet This]
Listener question:
From Trina Christensen: What is the most rewarding thing about brewing? Are you tired of cleaning yet?
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Mark Carpenter wasn’t happy with his job. One day, he took a tour of Anchor Brewing, San Francisco, California, and thought it would be a fun place to work. Over 40 years later, he’s still the brewer.
Shaun O’Sullivan, Founder and Brewer of 21st Amendment Brewery says Anchor Brewing is “the epicenter of craft beer for all of us in this industry.”
Anchor Brewing has been operating in San Francisco under the same name since 1896. The company struggled severely in the mid-1900s. Fritz Maytag loved to drink Anchor Steam Beer on tap, and he bought the company in 1965.
Fritz had to learn to brew, and he invested heavily in brewing equipment and modernizing the processes. It is no wonder he is often called “the father of modern microbreweries.”
And Mark Carpenter, has been there almost the whole time. It was an honor to be able to speak with Mark on-site at the same brewery location where he’s been making beer since 1979.
When Mark started working at Anchor in 1971, they were producing “the only beer in America that really wasn’t just a yellow beer.”
When Anchor Porter was released in 1973, not one porter was being made in England. Most dark beers, were simply the light beer with coloring added.
Liberty Ale, with its Cascade hops, came out in 1975, a time when not many—if any—other breweries were using the Cascade hops as an aroma hop.
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Brian Kelly opened Elevation 66 Brewing Company 3 years ago in El Cerrito, California. It was his first business and they paid off their major investor ahead of schedule, just 2 and-a-half years after opening.
Initially, they wanted to have a mill and limit the food offerings to paninis and salads. About halfway into the design process they decided to rework it and plan for a full kitchen. It was more expensive to build, but it was worth it.
“That has turned out to be one of the better ideas for this place,” says Brian. “Our food has really taken off. Without our kitchen, I don’t know if this place would be nearly as successful. Salads and paninis is nothing like the food we put out right now.”
Elevation 66 is still new, but their 7-BBL system can hardly produce enough beer just for their in-house sales. (Elevation 66 doesn’t package any beer for distribution.) They are starting to plan for expansion and have begun developing the brewery business plans for different possibilities.
So I asked Brian how to write a brewery business plan. He said start looking into the red tape.
“These permits that you have to get and all this red tape that you have to go through can be a long and arduous process. You really want to have a solid plan of attack on how you’re going to do all these things.”
Brian’s top 3 resources for writing a brewery business plan:
“Honestly,” says Brian, “I just went online and read other people’s business plans.
He also suggests overestimating costs and underestimating revenues.
“That’s the whole purpose of a business plan to me. It’s like, let’s be realistic. What’s the worst case scenario? If that does happen, can we still make this work? If you can, and you do better than that, then it’s golden.”
“If you have a feeling that this is going to succeed, don’t doubt that.” [Tweet This]
Listener question:
From Hayden Little: How much trouble did you have coming up with a name? What was the inspiration for the name?
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21st Amendment Brewery opened their brewpub in 2000. In 2006 they started canning beer. After a long search, 21st Amendment started “partner brewing” with Cold Spring Brewing in Minnesota in 2008. The relationship has benefitted both companies very well.
Shaun O’Sullivan moved to the San Francisco Bay Area in the late 1990s and got a job at the storied Triple Rock Brewery. He met Nico Freccia who was writing for Celebrator magazine. But when they later met again in brewing classes at University of California, Davis, they decided to become partners on their own brewery.
And they’re coming home. Their new, hundred thousand-square-foot brewery in San Leandro, California will soon begin production.
Operations will continue in Minnesota. The partnership has been helpful to both companies. Each has learned from the other and each has grown significantly through the partnership.
“We call it partner brewing,” says Shaun. “We don’t like using the word ‘contract.’ We do have people out there. We have a lot of samples that are sent back and forth. It’s a huge amount of information that goes back and forth.”
“We don’t try to hide behind what we’re doing or what we’re not doing.”
With nearly 15 years of experience, Nicco has suggestions for a brewer wanting to start a brewpub:
Raise more money.
Consider your floor plan carefully.
Find someone with business sense.
Don’t stress out; be proud of what you did.
“There is a concern that there’s a bubble that’s going to burst, which I think is crap.” [Tweet This]
P.S. I found who said, “You can’t improve the beer, you can only keep it the same or hurt it. So your goal is to keep it the same when you’re putting it into packaging.” It was Rich Weber, in episode 019. I think it got cut out in post-production, but it was documented in episode 021.
SPECIAL BONUS:
Win a FREE T-shirt from 21st Amendment Brewery
Answer the following question in the comments section below:
What was the first beer from 21st Amendment Brewery that was sold on a Virgin America flight?
Two winners will be selected at random in 3 weeks (December 2, 2014). I’ll get in touch with you. Then Shaun will mail the T-shirt in your size.
Be sure to connect with 21st Amendment Brewery and thank Shaun for being on the show and for giving us 2 free T-shirts.
UPDATE: The winers have been selected! See below for more deets.
Listener question:
From Derrick Hamrick: What is the suggested process in hiring a brewer?
Brett Tate wanted to tell his family’s story. So he did it with craft beer and Dust Bowl Brewing Company in his hometown, Turlock, California.
Brett’s family left the Dust Bowl in Oklahoma and made a new life in California. Dust Bowl Brewing’s entire brand is a tribute to that story.
Turlock is a small valley town where Ripley’s Believe It or Not once counted the most churches per capita in the US. Now Dust Bowl Brewing is helping to revitalize the community with their brewery and their restaurant, and soon an expanded brewery.
Brett has a lot of great advice about:
Working with distributors
Managing a “team” of employees
Hiring a star brewer who can do more than make great beer
I got to meet part of the Dust Bowl Brewing Company team at Smoke on the River in Sacramento, California. Here’s a photo of sales manager, Scott Chaffee and me.
Nathan Pierce and Scott Chaffee, Sales Manager from Dust Bowl Brewing Company (left), at Smoke on the River, Sacramento, California, September 6, 2014.
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Have You Ever Thought that You’d Like to Open a Microbrewery?
Through connecting with the MicroBrewr community and doing the weekly podcast, I’ve been lucky to talk with so many amazing people who are looking to turn their dreams into a reality and open a microbrewery. The thought of leaving the 9-5 and going on your own path is an adventure that sounds like a dream come true. Being able to leave the office behind to brew and drink beer all day, what could be better? Well, we don’t want to kill anybody’s dreams but there is a lot more work that comes when you open a microbrewery than just brewing and drinking beer. In this podcast, we’ll go through the typical life of a brewer to try to give a good perspective on what to expect if you do take that next step to open a microbrewery.
Meet Collin From HenHouse Brewing Company
Collin McDonnell is one of the three founders of Henhouse Brewing Company. HenHouse started selling beer two years ago and over that time have been raising money to quit their jobs to go at it full time. One reason why I really wanted to talk to Collin is that he wrote a great article on the “real life” of working in the brewery where he was very transparent on the not so exciting parts of running the business day to day. As we went through the podcast, you can tell that Collin’s focus on the details comes from a passion that HenHouse puts into their beer to make sure they are making a quality product that they can be proud of.
Here’s some of the topics that we’ll cover in the podcast:
The amount of data collection that is required to put out quality beer that tastes the same every time
How much cleaning is really required in the brewing process
The benefits of leasing space from another brewery (alternating proprietorship) instead of starting with your own equipment
The need to think about how your brewery will be different that others in the area
How to pick your partners to leverage their strengths when you open a microbrewery
Why maintaining great relationships with regulators needs to be a priority
The benefits of working at a brewery before you start your own
The power of a vision to keep you focused on the end goal
Here are the Links of Stuff We Talked About and Spots Where You Can Find Out More About HenHouse
If you like this podcast on what it’s like to open a microbrewery, I would really appreciate it if you would give me a rating in iTunes to help spread the word about the podcast. All you need to do is search for MicroBrewr in the iTunes store or you can use link this link here (then just click “View in iTunes”). Giving a rating in iTunes will continue to push the podcast up in the rankings which help get the podcast into the ears of more people. Thanks in advance!
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Grab a Beer and Join Us in the Journey of Starting a Brewery
Welcome to the 5th edition of the MicroBrewr podcast! Due to the success and support I’ve seen for the previous podcast, I’ve dialed up the frequency now to weekly. If you’re new to the podcast, I’m a craft beer fanatic who loves to hear about the journeys of those in the craft beer industry. With the experiences of some amazing people, hopefully I can give back to this community to help inspire brewers to start a brewery or provide tips on what’s working right now for the lucky people who already run their own brewery. Even if you’re not in these two camps, these guys and gals have some amazing experiences to share that hopefully can provide some entertainment to your daily commute or work out.
Meet Nathan Pierce Who Will Give Us a First Hand Look at Starting a Brewery
I originally got in touch with Nathan Pierce after starting MicroBrewr who is currently in the process of starting up a brewery. Nathan worked at the air pollution control district in California before quitting his job to follow his dream and start a brewery a couple of months ago. Nathan has been gracious to share his journey along the way to help out others that are thinking of starting a brewery and we’ll be coming back in future podcasts to catch up on progress. In this podcast, you’ll get to ride along for the initial steps of the journey where Nathan is working to turn his dream into a reality.
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Welcome to MicroBrewr podcast. We talk about everything craft beer related, with a focus for people looking at starting their own microbrewery or wanting to take their existing brewery to the next level.
Do you love craft beer?
Are you fascinated by the variety of flavors in beer and the diversity of breweries?
Have you ever wondered what it’s like behind the scenes of a working craft brewery?
Do you dream of leaving your job and starting a brewery of your own?
Then you are in the right place!
About the host of MicroBrewr Podcast
I also answer these questions with a “yes.”
I’m Nathan Pierce, the host of MicroBrewr Podcast.
I just want to give you this heads up. I didn’t start MicroBrewr. MicroBrewr was started by Joe Shelerud. He got all of this off the ground. He did the first 12 episodes of MicroBrewr Podcast. Then I took it over from there.
So if you listen to the first few episodes and you’re not really digging it, bump ahead to episode 14 or so, and see whether it resonates with you.
Anyways, a little about me.
I was working a full-time job. It was in my field of study, I was getting paid well, and I was doing work that I cared a lot about. It was really important to me, and the benefits were great.
Then we had a change in management. Stress levels for me and my co-workers were just blowing up. My doctor wasn’t stoked. So I had to get out of there.
They say a job isn’t worth your health, so I had to put that theory to the test.
Just about a month later, I was in my friend’s wedding. A couple of the guys from Ninkasi Brewing were also in the wedding. So we got to talking. I asked them about it. They shared their beer—which wasn’t yet distributed in California, so that was cool to get to try it before anyone else—and it all sounded so great!
When I had some time to relax and assess my next move, I knew it would be to open a brewery.
I had already been thinking for a while of starting a business, but didn’t really know exactly what it was going to be. But after talking with those guys, that was it. So I set out on that plan to start a brewery. There have been some bumps in the road—I’m not really qualified. But this is my dream!
So MicroBrewr is a way for me to learn how to do this. How to start a brewery. How to build a brewery that makes great beer that’s never been made, and how to get it to others so they can enjoy it too.
If you want to learn all this, too, then MicroBrewr is the right place for you.
About the podcast episodes
MicroBrewr Podcast is a weekly podcast inspiring people who are planning to start a brewery, or wanting to take their existing brewery to the next level. We go deep to get inside the industry and inside the heads of people who work there.
There are interviews with craft brewers and craft brewery owners, answering all of your questions about starting your own craft brewery. We don’t talk a whole lot about beer—we talk more about the business of beer.
Guests share their tips on starting and operating a successful brewery. They share their inspiration with us, who are entering the craft beer industry or trying to get our own brewery off the ground.
Each of the breweries have a special story to tell, and we showcase that on MicroBrewr Podcast. We talk with every sector of the industry from nanobreweries and local microbreweries and brewpubs, to larger regional craft breweries, learning how to start a brewery.
Past guests include:
Ninkasi Brewing
21st Amendment Brewery
Gordon Biersch
Anchor Brewing
So here’s the flow, here are some are the questions that we ask the guests:
What’s the biggest mistake you ever made for the brewery?
What’s the best idea you ever had for your business?
Has there been a moment when you realized you finally succeeded?
What is the most important thing for someone starting a brewery?
A surprise question from our listeners…
We also have other guests—experts from other sectors of the craft beer industry—such as a distributor in an international market, an operator of local craft beer store, an accountant and operations consultant, and an expert of wastewater management for breweries.
There is so much more to starting and operating a successful brewery besides just making great beer. So we need to know about all of that.
And every episode ends with Happy Hour: A few fun questions to lighten the mood, get to know our guest, and get inside the industry.
The stories are really interesting, it’s usually pretty fun and always super educational and informative. Episodes are about 30 minutes to an hour long.
Try a few different episodes to get a feel for what it’s about
We have listeners in more than 35 countries and all 50 U.S. states. Our audience is made up of entrepreneurs, wantrepreneurs, and people who want to make an impact in the world, just like you!
But the best place to listen is in iTunes or on Stitcher Radio because you can subscribe to the show and it’ll let you know when there’s a new episode.
So please subscribe, rate, and review the show in iTunes or Stitcher. Please give me your honest feedback by leaving a rating and review. That helps me know what works for you. How you want to see MicroBrewr Podcast improve. And, honestly, it also helps boost the show in search results, so other people like you can find the show.
The website has more information
Lastly, if you like what you hear, you might want to go to the website, microbrewr.com. The website has a blog, and other great resources. Plus, there are show notes for every episode of the podcast.
If you ever miss anything or want to dig deeper into the discussion, there are notes for every episode, which has a brief overview of the show with links and other great resources about the other things we talked about in the episode.
There’s an easy link to go to the show notes for each episode. You just go to microbrewr dot com slash session and then the number for the episode.
Help spread the word
You know, one of the things I like most about craft beer is the community that surrounds it. People are so friendly and helpful.
It’s really cool that all the brewers, brewery owners, and other guest on this show just want to help others start a brewery by sharing their time and expertise by being on the show.
I would really appreciate your help in spreading the word about MicroBrewr Podcast and building the community by telling someone else about it.
Let me know if you need anything. Let me know if there’s any way I can help you in your pursuit to start a your own brewery. You can email me on the contact form.
Support MicroBrewr
Help keep MicroBrewr on the air. CLICK HERE for ways you can help.
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