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:


Other resources:

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


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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]



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:

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:


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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.



Download a free audiobook.

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Support MicroBrewr

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

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Why I love Ecamm Call Recorder.

Why I love Ecamm Call Recorder

Ecamm recently released Call Recorder for FaceTime and I’m pretty excited. I use Call Recorder to record every episode of MicroBrewr Podcast. Normally I record the calls on Skype, but now they also have the software for FaceTime. This post explains how to use the software (Ecamm Call Recorder tutorial). And there’s a chance to win Call Recorder for FaceTime for FREE! So read all the way to end, to find out how to get your chance to win.


How you can use Ecamm Call Recorder

Call Recorder works with both video calls and audio calls.

Video calling is so much more personal than telephoning by just voice. I really like being able to see someone’s face while I’m talking to them.

When I was developing a business plan for my dream brewery, my partners and I had weekly video calls. Some of the partners were referred by my friend, I had never met them in-person. So seeing their face really helped build rapport.

Sometimes I use the FaceTime audio feature for voice-only calls. I don’t understand all the technical stuff, but there’s way better sound quality from digital calls via an online service like Skype or FaceTime, compared to standard calls by cell phone or even landline.

There are so many uses for recording digital calls. Call Recorder might be perfect if you:

  • Produce a podcast like MicroBrewr
  • Want to record an important business call
  • Or just want to save a special call with a loved one

How I use Ecamm Call Recorder

I use Call Recorder for Skype for every episode of MicroBrewr Podcast. I record all of the interviews through Skype because:

  • It doesn’t use minutes on my phone.
  • It has better sound quality than a cell phone call.
  • I can record it onto my computer.

I’ve done every episode that way, except for one when I talked with Mark Carpenter in-person at Anchor Brewing. For that one, I used Voice Memos on my iPhone. I’m searching for the perfect setup to record in the field, but I still record all the other episodes with Call Recorder for Skype. And now Call Recorder for FaceTime gives me more options.

Plus, I’m an Apple fan, so I’ll be looking for excuses to use FaceTime more often.

Here’s how Ecamm Call Recorder works

Here’s the only Ecamm Call Recorder tutorial you’ll ever need—it’s so simple. After you purchase and install the software, it’s automatically tacked onto Skype or FaceTime, sort of like a plugin. So anytime you open the calling software, Call Recorder also opens.

There’s a separate window with a record button. And that’s it. It’s so simple. I love it!

It goes like this

I can’t remember how I did it the first time. I think there were prompts. Anytime, though, you can go to the little “Call Recorder” window and click the “Settings” icon.


Inside “Call Recorder for FaceTime Settings,” check the box next to “Create Separate Audio Tracks.” This is especially important for podcasting so you can record your voice and your interviewee’s voice onto separate tracks. That will give you greater flexibility in post-production editing.

While you’re still in Settings, go to “Save Recordings To,” and pick where you want the calls saved.


I selected Desktop and it automatically created a new folder called, “Saved Calls.”


Anytime during a FaceTime call you can go down to the Call Recorder window and click the round Record/Stop button.


Record the call as long as you want. When you click stop, it automatically saves a .mov file into the “Saved Calls” folder (wherever you selected in Settings).

The filename identifies the contact you were talking with and the time of the call.


You can record FaceTime video calls or FaceTime audio calls. And now with Yosemite and iOS 8, you can even record calls through your iPhone, onto your computer. The person you’re talking to doesn’t need to have an Apple device!

I recorded just the audio call because that’s what I do for MicroBrewr Podcast.

This .mov is a QuickTime file. But Call Recorder comes with super easy software to convert it to AAC, AIFF or MP3.

Before we convert the file, lets split it into 2 tracks. The original file has both sides of the conversation, but we want to split it into 2 separate tracks, one with each side of the conversation. Call Recorder also comes with super easy software to do this too.

When you first download the software, it saves these extras into a folder called, “Movie Tools.”


For easy access, I moved the 2 applications that I use most onto my Dock:

  • Split Sides of Conversation
  • Convert To MP3

Click on the .mov file, drag it onto “Split Sides of the Conversation,” and let go.


Now you have 2 new .mov files in the same folder as the original. One track has your voice, the other track has the voice of the other caller.


Now let’s convert the file to a different format. I do podcasting, so MP3 is what I work with.

To convert the .mov files to .mp3s, just click on one file, drag it over “Convert to MP3,” and let go.


Do the same thing again for the other file. Now you also have 2 MP3s.

So now, for this one call, you have 5 files in the folder, “Saved Calls”:

  1. The original .mov with both sides of the conversation.
  2. A new .mov with your voice.
  3. A new .mov with your caller’s voice.
  4. An .mp3 with your voice.
  5. An .mp3 with your caller’s voice.


Move them to wherever you want to store them on your hard drive. It’s that easy!

It seems like a lot when the steps are written out like this, but it’s not. Do it once and you got it. Do it twice and it comes naturally. And if you do this a lot, say for a weekly podcast about starting a brewery, it really helps to have those other aps in the dock.

Now I have a question for you: What will you use Call Recorder for FaceTime for?

Win Call Recorder for FREE!

The folks at Ecamm are so cool, they agreed to give us one free copy of Call Recorder for FaceTime. It normally sells for $29.95, but you can get it for FREE!

Click on this link and check out Call Recorder for FaceTime.

Or click on this link and check out Call Recorder for Skype.

Then, in the comments section below, tell me how you will use Call Recorder. Is it for work? For personal use? Who will you call? Where will you call from? Where is the person you’re calling?

Paint a picture and give me a good (short) story. I’ll pick one winner on January 8, 2015. And Ecamm will give you Call Recorder for FaceTime FOR FREE.

UPDATE: P.S. They’re running a special for Christmas: Buy both versions (for Skype and FaceTime) and save $15! I don’t know how long the special will last. If you can’t wait until the results of the this contest, click either one of the links above, scroll to the bottom, and check out the combo deal.

UPDATE: The contest winner was selected. Yay! Check out the comments below to see the entries and the winner. Thanks to everyone who entered, it makes this more fun.


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