This Is Not Your Hobby

Chain sales can be huge volume for craft beverage brands— but, it’s not a knee-jerk decision and it’s definitely not a band-aid for lagging sales. In this episode, Julie breaks down why early March is the start of “submission season” for Fall Refresh requests, what chains actually care about right now, and how to approach big box retail like the system it is. This one works as a primer for brands new to chain and an optimizer for brands already in it that want to execute better and expand intentionally.What you’ll learn in this episode:Why early March matters and what “Fall Refresh / reset” season actually means for chain planningThe mindset shift: you’re not just “landing an account” — you’re stepping into a system with rules, timelines, and performance expectationsWhat chains care about right now: in-stocks, velocity, clean item setup, and whether your brand is a fit for their customer baseThe practical chain readiness check: supply continuity, item setup fundamentals, pricing integrity, velocity planning, and speaking buyer languageThe “old rule book” on distributors — why you don’t always need one anymore, but you do need serious logistics and brand support if you go withoutWhy brands new to big box should start local first to prove fit and build real proof before trying to scaleWhy chain reset timing makes a brand release calendar non-negotiable — and why national Spring reset submissions can require planning nearly a year in advanceWhy New Item Forms (NIFs) are the gatekeeper — and why following instructions matters more than perfect dataThe modern SKU reality: portfolio pitches are basically dead; one hero SKU authorization is a win, and expansion is earnedWhy structured programming helps you secure placements and support sell-through (even if it’s not always required)Mentioned in this episode:Submit Your BottlenecksJoin The Bottleneck Email CommunityBarrel 2 Business CollectiveMidAtlantic CraftCon (Baltimore): (registration open — snag tickets online)RadCraft Group Coaching/EventNY State Craft Brewers Conference (Albany): (registration open — snag tickets online)All Podcast Episodes

This week on This Is Not Your Hobby, stop winging it on sales, margins, and expenses— and focus on profits. Chris Farmand, Founder and CEO of Small Batch Standard, joins Julie for this interview episode to share his no-fluff approach to increasing product sales. What you'll learn in this episode:How to grow profitability not just chase vanity metricsAdvice for estimating your (marketing) budget with non-negotiablesTips for scrutinizing P&L statements Why and how to prioritize labor and training thereof Chris' "margin mindset" approach to wholesale and taproom sales Best for:Independent beverage brands (beer, cider, spirits, kombucha, THC/hemp, NA) who want to increase sales... so every. single. one. of. you! Links:The Brewery Profit Workshop at CBCBarrel 2 Business Group Coaching ProgramSubmit your Bottlenecks

In part two of this two-part profitability series, Julie flips the script from cutting costs to growing sales— and, breaks down the real, sustainable ways to bring in more revenue without burning out your team, wrecking your margins, or handing out constant discounts like Halloween candy.This episode is a tactical dive into how to drive more dollars from your taproom and your wholesale accounts using what you already have, just way more strategically.What you’ll learn in this episode:How to boost check averages and revenue-per-visit without adding new customersSimple tweaks that turn your taproom into a hangout people actually want to come back toWeekly events that don’t feel stale, overdone, or phoned inThe single best metric to track in wholesale (hint: it’s not just volume)Why SKU creep is quietly killing your margins—and how to fix itHow to apply the “Moneyball” method to wholesale without a huge budgetMentioned in this episode:Barrel 2 Business Group Coaching ProgramSubmit your BottlenecksSubscribe to The Bottleneck NewsletterAll Podcast Episodes

Margins are tight, shelves are crowded, and being “busy” isn’t the same thing as being profitable. In this episode of This Is Not Your Hobby, Julie kicks off a two‑part series on profitability by tackling the first — and often most uncomfortable — lever: cutting expenses.This isn’t about panic cuts or slashing things that actually drive revenue. It’s about identifying the expensive habits that have quietly become “normal” in taprooms and distribution businesses — and stopping them on purpose.Julie breaks down where beverage brands tend to overspend, how those decisions show up differently in taprooms vs. wholesale, and what not to cut if you want your business to survive (and grow) into 2026. The episode wraps with a practical 90‑day framework, The Q1 Stop Doing Expensive Shit System, to help you clean up your cost structure before pushing harder on sales growth.What you’ll learn in this episode:Why profitability only has two levers — and why cost-cutting usually needs to come firstThe most common taproom cost traps, including labor scheduled on vibes, untracked comps, menu bloat, and events that don’t payThe most common distribution cost traps, including SKU overload, packaging creep, rush freight, unmeasured trade spend, and sampling without a planWhen long‑term vendor contracts can lower costs — and when they turn into a financial ankle monitorWhy cutting quality, maintenance, sales support, brand clarity, or education often backfiresHow to apply the Q1 Stop Doing Expensive Shit System to clean up expenses without breaking the businessSubmit your bottlenecks here.Links:Contact Form - Not Your Hobby Marketing SolutionsBook A CallBuy A Punch CardLet's Work TogetherSmall Batch Standard

Branding isn’t “make it pretty and pray.” It’s how consumers decide what to grab in a 3-second cooler scan— and how buyers decide if you’re worth the shelf space. In this episode of This Is Not Your Hobby, Julie sits down with Amanda DeVries, Creative Director + Founder of Eye Candy Design, to talk about branding from a bigger-than-your-local-market perspective: what works globally, what drives consumer behavior, and how to make your brand clearer (and more profitable) even if your budget is… limited.What you'll learn in this episode:Why “branding” is way more than your logo (and why that misconception costs founders real money)What consumers actually respond to on shelf: clarity, cues, and emotional decision-makingThe difference between design that’s cool and design that convertsHow to tighten up your branding on a budget (without doing a full-blown redesign)Practical brand alignment: how packaging, messaging, and your sales story need to match— or you’ll confuse buyers and shoppersBest for: Independent beverage brands (beer, cider, spirits, kombucha, THC/hemp, NA) who are prepping for wholesale/distribution; OR already on shelf and not seeing the velocity they expected; OR feeling like their packaging is “fine” but not doing enough heavy lifting.Submit your bottlenecks here.Links:Eye Candy DesignStart With Why by Simon SinekNot Your Hobby Marketing Solutions

Shelf space is brutal. Your branding has to work overtime. In Episode 8 of This Is Not Your Hobby, Julie shifts the differentiation lens to wholesale. You don’t get a taproom vibe to tell your story anymore— you get three seconds in a walk-in cooler.This episode breaks down how to stand out in the minds of retail buyers and customers alike. Julie unpacks why “great beer” isn’t a brand, why your sell sheet isn’t a resume, and how to use visual storytelling and value-adds to make your product undeniable on the shelf.What you’ll learn in this episode:The difference between a product and a brand in wholesaleHow to craft your unique selling propositions (USPs) for distribution buyersWhat retail buyers actually care about (hint: not your origin story alone)What makes packaging and sell sheets work, or flopA checklist of value-adds that can tip the sale in your favorBest For:Any craft beverage producer— beer, cider, spirits, THC, kombucha, NA— who’s actively selling or preparing to sell into on or off-premise distribution.Submit your bottlenecks ⁠here⁠.Referenced in this episode:Kick Fizz (Julie’s brand) // @kickbeveragesStart with Why: How Great Leaders Inspire Everyone to Take Action by Simon SinekBuilding a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller Watch for Episode 9 with a surprise branding expert guest!

Differentiation isn’t a nice-to-have anymore. It’s survival. In Episode 7 of This Is Not Your Hobby, Julie tackles one of the most common bottlenecks in craft beverage: brands that blend in. You say you’re local, high quality, community-focused, and approachable— guess what? So does everyone else.This episode is your taproom reality check. If your physical space doesn’t feel meaningfully different, your customers won’t remember it—and they definitely won’t tell their friends about it. Julie walks you through how to audit your space, define your vibe, craft three strong USPs, and communicate them everywhere.This is Part 1 of a 2-part series on brand differentiation.What you’ll learn in this episode:Why “craft,” “local,” and “friendly” are not real differentiatorsHow to audit your taproom experience like a customer (not an owner)What a real unique selling proposition (USP) looks like for a taproom— using a craft beer exampleWhere to communicate your USPs so customers remember youHow to align your physical space with your brand identityBest For:Owners and operators of tasting rooms, taprooms, and brick-and-mortar beverage spaces who are struggling to define their unique identity in a saturated market.Referenced in this episode:Free Brand Archetype QuizKick Fizz (Julie’s low-dose hemp beverage brand): www.kickfizz.com // @kickbeverages Submit your bottlenecks here.

This is Julie's second interview episode, and it's a must-listen for any beverage alcohol brand working with wholesalers. Her guest is Michelle Forster, Director of Sales at Black Tooth Brewing. As per usual in This Is Not Your Hobby, guests glean insight in this episode on how to do more with less— in this case widen your sales reach and boost profit, without expanding your sales team. What you’ll learn in this episode:Soft skills vs. hard skills and why you need both on your sales teamThe value of sales training for your teamBest practices for communicating with your largest customer: your wholesale partner(s)Tools & tech for streamlined communication with wholesale partners Best For:Owners and operators of beer, cider, seltzer, kombucha, spirits, THC, and non-alc brands with distribution partners. Submit your bottlnecks here.

Your website is not a brochure. It is not a digital placeholder. It is not a project to annoy you. It is a 24-7 salesperson for your brand, and it is one of your best tools to generate revenue for your business. If you're neglecting it, you're literally leaving money on the table. In episode 5 of THis Is Not Your Hobby, Julie personifies your business website and convincingly explains why we shouldn't ignore it. What you’ll learn in this episode:Shift your mindset to view your website as a salesperson, customer service rep, marketing team, and even a cash register A six-point checklist for a website that actually worksSEO building blocks Best For:Owners and operators of beer, cider, seltzer, kombucha, spirits, THC, and non-alc brands who want to use their website to drive (more) revenue. Referenced in the episode: Emotional Targeting: Win hearts. Boost sales. Own the market. by Talia WolfSubmit your bottlenecks here.

Sales down? That’s not your wholesaler’s problem. Julie tackles this episode’s bottlenecks with two specific scenarios in mind: an owner-driven sales approach scrappy— but not in a good way— and, having a sales representative but not a sales plan. Both lack strategy, and you can’t sell anything without strategy.Tune in for a dose of Julie’s tough love and sound advice on training your sales team, a non negotiable. Instead of sitting around and commiserating about the beverage alcohol category down, let’s get to work on sales training! What you’ll learn in this episode:Julie's 20 hour a week rule of thumbThe value of engagement with accounts that fosters relationships and promotes reordering Tactics for identifying and building relationships with key accountsA checklist of quick wins for your sales department Best For: Owners and operators of beer, cider, seltzer, kombucha, spirits, THC, and non-alc brands who want to drive revenue... so, every one of them.Submit your bottlenecks here.

Beverage marketers increasingly need to do more with less. Not to mention every department in the company relies on the materials they create. In this first interview episode of This Is Not Your Hobby, Reuben’s Brews Marketing Director Hunter Oetinger schools Julie’s listeners with digestible, easy to implement marketing strategies for small teams to make bigger impacts. What you’ll learn in this episode:Tools and SOPs for automation and streamlined communication within your marketing team, with your external vendors, and across the entire companySuggestions for gauging and maximizing marketing ROIAdvice for ballin’ digital marketing on a budget Reminders about the power of outsourcing Best for:Owners and operators of beer, cider, seltzer, kombucha, spirits, THC, and non-alc brands who want to optimize the capacity of their small team without burnout.Submit your bottlenecks here.

If you’ve been ghosting your email list (or haven’t even started one), it’s time for a wake-up call.Welcome back to This Is Not Your Hobby, the podcast for beverage business owners who are done guessing and ready to grow. In this second episode, host Julie Rhodes gets into another massively underutilized— but wildly effective— sales tool: email marketing.Julie breaks down how to use her 3 R’s of Great Email Marketing—Relevance, Rhythm, and Relationship—to build an email strategy that actually sells… without annoying your audience or spamming their inboxes.Whether you’re starting from scratch or trying to level up your current newsletter game, this episode delivers a smart, actionable framework to help you grow your list, create better content, and build brand trust through email.💡 Spoiler alert: Email still has the highest ROI of any marketing channel. Yes, really.Let’s stop winging it. Let’s get to work.What you’ll learn in this episode:Why email marketing isn’t dead—it’s just been misusedThe 3 R’s of Great Email Marketing: Relevance, Rhythm, and RelationshipHow to start building and maintaining your recipient list (no shady tactics)Ways to use email as a sales tool, not just a megaphoneBest for:Owners and operators of beer, cider, seltzer, kombucha, spirits, THC, and non-alc brands who want to grow a loyal audience and drive real sales through email—without sounding like a robot.Submit your bottlenecks here.

If you're a small beverage brand stuck in a love-hate cycle with social media, you’re not alone, and you’re in the right place.Welcome to the first episode of This Is Not Your Hobby, the podcast for beverage business owners who are done guessing and ready to grow. In this kickoff episode, host Julie Rhodes tackles one of the most common marketing bottlenecks: building a social media content strategy that actually works.She breaks down why the algorithm isn’t your enemy (even if it feels that way), and how her 3C Rule—Clarity, Consistency, and Connection—can help you create engaging, ongoing content without the burnout.Let’s stop winging it. Let’s get to work.What you’ll learn in this episode:Why social media feels overwhelming—and how to make it manageableThe 3C Rule for creating a content strategy that drives resultsHow to build connection without chasing trendsWhy social media is a business tool, not a personal diaryBest for: owners and operators of beer, cider, seltzer, kombucha, spirits, THC, and non-alc brands who want to stop spinning their wheels on social media and start getting traction.Submit your bottlenecks here.