Claim OwnershipThe True Craft Podcast
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The True Craft Podcast facilitates the honest, insightful, behind-closed-doors conversations that craft owners and operators actually want to hear.
Join us each week to hear co-hosts Chris Farmand and Katy Noel speak with a guest craft owner as they discuss the challenges, opportunities, and decisions facing craft practitioners every day across the country.
Join us each week to hear co-hosts Chris Farmand and Katy Noel speak with a guest craft owner as they discuss the challenges, opportunities, and decisions facing craft practitioners every day across the country.
122 Episodes
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In this episode, we chat with Doug McLaughlin and Mike Orozco (the “M” and “O” behind M&O Spirits), a small but mighty distillery just outside Columbus, Ohio. What started as a bourbon experiment in a basement quickly turned into an award-winning craft distillery!Doug and Mike share how years in the film industry led to distilling, how a curious neighbor sparked their decision to “go legal,” and why they’ve stayed fiercely independent.Highlights include:How distribution hurdles keep small producers stuck…even when demand is there (and what to do about)Grassroots approaches to grow traffic without a marketing budgetWeighing the choice between staying small and handcrafted vs. chasing volume and big equipmentIn the episode, Doug sums up their operation as: “Everything is in-house, by hand.” And this episode truly highlights what it takes to be in craft in 2025. Don’t miss this one!Learn more about Wanderback Beer Works at https://www.mospirits.comFollow them on Instagram: @mospiritsYou can subscribe for SBS insights at sbstandard.com/insightsOr see what SBS can do for your brewery or distillery: sbstandard.com/contact
In this episode we are sitting down with Justin Vitti, co-founder of Wander Back Beerworks in New Jersey. After helping Cape May Brewing grow from 1,200 to over 40,000 barrels in distribution, Justin launched Wanderback—a self-distributing brewery...without a taproom!Some highlights include:The simple distribution equation every brewery needs to master: Volume = Points of Distribution × Rate of SaleWhy “going deep before wide” still wins in today’s crowded craft beer marketHow phone-level shelf placement and consistent relationship building can actually drive velocityJustin also shares why the industry needs to rediscover its collaborative roots. And how making beer fun again may actually be the way to win over the next gen beer drinkers. Enjoy the episode!Learn more about Wanderback Beer Works at wanderbackbeer.comFollow them on Instagram: @wanderbackbeerYou can subscribe for insights at sbstandard.com/insightsReach out to SBS: sbstandard.com/contact
On today’s episode of The True Craft Podcast, we sit down with Karl Sanford — co-founder of Manhattan Project Beer Company out of Dallas, TX. In just seven years, Karl and his team have grown the brewery to 17,000 barrels a year and show no signs of slowing down! With a clear strategy, a powerhouse flagship beer, and some Texas-sized expansion plans, MPBC is showing that craft is alive and well in 2025.Highlights include:How Manhattan scaled from homebrewing for a wedding to a 17,000 bbl operationWhat a “profit-first approach” looks like in expansion and contract brewingHow to maintain restaurant-quality hospitality in the taproomAs Karl puts it, “Quality never goes out of style.” And if you’ve ever doubted whether craft can still win big even in today’s market, this episode will change your mind.LinksManhattan Project Beer Company - WebsiteManhattan Project Beer Company - InstagramBook a call with the SBS teamSubscribe for more insights
In this episode, we sit down with Erik Shewmaker, co-founder of Field Day Brewing and longtime restaurateur. Erik shares how a quarter of a century in hospitality shaped the launch of Field Day in 2023, the challenges of navigating Iowa distribution laws, the early adoption of THC beverages, and everything in-between!Highlights include:How a restaurant-first mindset changes how a brewery inherently operatesWhat breweries can learn from scaling in the restaurant industryWhy THC beverages are reshaping the hospitality space (despite it being a relatively new offering)This episode unscores the importance of breweries not taking guests for granted and ensuring hospitality is at the forefront of every decision. As Erik puts it, “If we’re just order takers instead of order makers, we’re really doing guests a disservice.”With 25 years in hospitality, Erik’s perspective is one you won’t want to miss! LinksField Day Brewing - WebsiteField Day Brewing - InstagramDaydreamer Cannabis Sparkling Water - WebsiteDaydreamer Cannabis Sparkling Water - InstagramBook a call with the SBS teamSubscribe for more insights
On this episode of The True Craft Podcast, we chat with Adam Charnack, co-founder of Hi-Wire Brewing out of Asheville, NC. From weathering natural disasters like Hurricane Helene to shifting their business model to stay ahead of the ever-evolving craft beer industry, Adam shares what it takes to keep a brewery moving forward.Highlights include:What to consider when expanding into multiple locations and new markets (and hear how Hi-Wire expanded to 11 locations in 4 different states!)How to plan for and recover from major setbacks that could hit your bottom lineWhy contract brewing may be an overlooked growth lever and what to do about itThis episode is filled to the brim with insights on resilience, strategy, and staying true to the thing that started the journey for so many brewery owners: the craft. Don’t miss it.LinksHi-Wire Brewing - WebsiteHi-Wire Brewing - InstagramReach out to SBS to see how we can help your brewery
In this episode of The True Craft Podcast, we sit down with Bobby Cheek of Heavale Brewing Company in Calhoun, GA. Have you heard of a new brewery opening for under $200k? With a turnkey space, secondhand tanks, and a dash of DYI, the small-but-mighty Heavale team did exactly that!Bobby shares what it takes to build a brewery from scratch in a rural market and why community might just be the biggest ingredient.Some highlights include:Creative ways Bobby kept startup costs to ~$165k with no loansThe hurdles and perks of running a rural brewery (from educating patrons on beer styles to having close relationships with local officials)How unique programming like line dancing and cigar nights keeps customers coming backIf you’ve ever wondered how to build a brewery on a $165k budget (with a side of some unique ideas for event programming and taproom-focused initiatives), our chat with Bobby is one you’ll want to hear!LinksHeavale Brewing Company - WebsiteFind more profit in your taproom and distro business
E115: The Taproom and Distro Balancing Act with Doug Bellenger of Well Crafted Beer Co.In this episode of The True Craft Podcast, we chat with Doug Bellenger of Well Crafted Beer Co. out of Lansdale, PA to unpack the ever-present balance of running a brewery. From creating an enjoyable fast casual atmosphere in the taproom to recalibrating wholesale margins, Doug gives a clear-eyed look at the trade-offs breweries face today.Doug also shares what he’s learned while operating two thriving taprooms, scaling to 2,000 barrels per year, and expanding distribution across 35 counties!Some highlights include:How to use distribution as a way to drive traffic to the taproomThe pricing strategy shift you can make without sacrificing qualityWhat the “sweet spot” balance looks like in 2025 for growing craft breweriesIf you're trying to balance running a profitable taproom with a growing distro program, this episode breaks down how one brewery is making it work while growing through it all.LinksWell Crafted Beer Co. - WebsiteWell Crafted Beer Co. - InstagramFind more profit in your taproom and distro business
In this episode, we sit down with Ted Mitzlaff, Owner and CEO of Goodwood Beer & Spirits, to unpack how a Louisville, KY brewery grew from a small production operation into a multiple locations with restaurants, spirits, and experiences. (Anyone wanna go bowling?)From navigating the market downturn to sometimes embracing necessary business pivots, Ted shares insights with over two decades of being in the business.Highlights include:Learning the importance of maintaining great company culture while growing a businessThe operational structure that Goodwood uses for its various locationsWhy owners should introduce more experiences into their programming mixAs Ted says, “The name of the game is diversification,” and this episode gives owners ideas of how to tackle a diverse portfolio while marrying them with memorable experiences for customers. Enjoy!LinksGoodwood Brewing & Spirits - WebsiteGoodwood Brewing & Spirits - InstagramBook a call with the SBS teamSubscribe for more insights
In this episode, we sit down with Charlie Berger, co-founder of Denver Beer Company and now one of the minds behind Wilding Brands—the growing group that includes Denver Beer Co, Stem Ciders, Funkwerks, Howdy Beer, Great Divide Brewing Company, and (breaking news!) Station 26 Brewing Company.Charlie shares how he and his team are bringing together some of Colorado’s most beloved breweries and cider makers to build something stronger, together.Highlights include:What product diversity in a taproom looks like in 2025The 3-part growth strategy behind their next moves (hint: innovation, retail, and M&A)How Wilding Brands is helping “de-risk” the future of craftAs Charlie puts it, “I haven’t been this excited about the industry in years.”At a time when many breweries are feeling the pressure, this episode offers a different kind of roadmap.Wilding Brands - WebsiteSubscribe for more insightBook a call
This week on The True Craft Podcast, we’re joined by Brian Walker, the co-owner of Cody Craft Brewing in Cody, Wyoming. A former tech professional turned brewery owner, Brian shares how he made the leap from cybersecurity to craft beer, and how he and his team have built a destination-worthy taproom in a town of just 10,000 people.Some highlights include:Why Cody Craft never wanted to run a kitchen...and still doesn’tWhen to say yes (and when to say no) to distribution offersThe state of change of craft beer and what’s causing a shift toward “beer that tastes like beer”If you’re curious on what it takes to run a brewery in a small(er) market while growing at your own pace, this episode’s filled with stellar insight and grounded advice you’ll actually use!Cody Craft Brewing - WebsiteCody Craft Brewing - InstagramRun a better, more profitable brewery
Adam Robbings of Reuben’s Brews returns to The True Craft Podcast to share how he’s putting AI to work behind the scenes, from forecasting taproom traffic to simplifying the hiring process. He and Chris also unpack key takeaways from this year’s CBC and preview Adam’s upcoming book on optimizing the way departments work together across a brewery.Some highlights include:How his AI-powered tool, HospitalityWeather, predicts taproom traffic and improves daily operationsThe automation hacks he’s using to simplify reporting, hiring, and staff communicationWhat his new book tackles that SOPs don’t...and why he wrote the first draft in just 8 days (!)If you’ve ever been curious about how AI might shape the future of brewing, this conversation is a great place to start!Reuben’s Brews - WebsiteReuben’s Brews - InstagramHospitalityWeather - WebsiteBook a call with the SBS teamSubscribe for more insights
On today’s episode of The True Craft Podcast, we sit down with Jeremy Duffy, co-founder of Isle Brewers Guild (IBG) in Pawtucket, RI. IBG is a 100-barrel contract brewing facility that also runs three successful retail locations under The Guild Brewing Company brand. Jeremy gives us a behind-the-scenes look into large-scale production with a strong retail presence focused on food, events, and sales (without sacrificing margin!)Highlights:What a diverse beverage lineup looks like in 2025How to pull off 373 events in one calendar year (!)Making the transition from food trucks to an in-house kitchenIf you’ve been curious what it’s like to run a high-capacity brewhouse while building a consumer brand, or you’re looking for ideas on how to tackle your business’ retail strategy...you won’t want to miss this episode! LinksIsle Brewers Guild - WebsiteThe Guild Brewing Co. - WebsiteSubscribe for more insightBook a call with the SBS team
In this episode of The True Craft Podcast, we sit down with Dan Callender, co-founder of Salty Turtle Beer Company out of Surf City, NC. We kick things off with a recap of CBC in Indianapolis! (Shoutout to the BA for organizing a conference that put a huge spotlight on learning and connection). Dan then walks us through Salty Turtle’s origin story, how they’ve strategically scaled, and why being nimble in 2025 looks a little different than it used to. We touch on a little bit of everything: taproom efficiency, distribution strategy, sales experience, and how a single spreadsheet can change the game.Highlights include:What to watch out for when growing too fastSalty Turtle’s definition of “being nimble” in 2025 (and why it starts with spreadsheets...)What most breweries get wrong about self-distributionWith insight on what it really takes to run a community-centric brewery in this current age of craft, Dan brings the kind of tactical knowledge that every brewery owner needs to hear. Enjoy the episode!LinksSalty Turtle Beer Company - WebsiteSalty Turtle Beer Company - InstagramSubscribe for more insightBook a call with the SBS team
We’ve said it before, and we’ll say it again: retail is the future of craft. On this episode of The True Craft Podcast, we sit down with Jeff Heck, co-founder of Monday Night Brewing out of Atlanta, GA, to talk about how his team made that shift. What started as a backyard homebrew club has grown into six unique taproom locations across the Southeast. Jeff shares the mindset behind expanding their hospitality footprint, the key decisions that shaped their growth, and the lessons they’ve learned along the way.Highlights include:Why choosing culturally significant real estate is imperative to expansionHow Monday Night builds their culture across state lines with onboarding and local leadershipThe huge impact solid food programs and private events have on taproom revenueIf you’re thinking about investing in your own brewery's retail presence or curious on how other brewery’s are tackling this head-on, Jeff’s insights are worth the listen! Enjoy!LinksMonday Night Brewing - WebsiteMonday Night Brewing - InstagramBook a call with SBS
In this episode of The True Craft Podcast, we are grabbing a pint with Dave Winslow, Owner of Jackson Street Brewing out of Sioux City, IA to chat about what it takes to build a successful brewery over a 10-year period!Highlights include:How Jackson Street Beer grew from a 3.5-barrel system to a thriving operation without outside investors or mountains of debtThe impact of how defining a brewery’s mission and values can be the biggest business advantageWhy Dave sees systematizing operations as the next big move to allow owners to work "on" vs "in" their businessFrom big decisions in a family-run business to the challenges of expansion, Dave offers hard-earned wisdom for any brewery owner looking to build for the long haul. Enjoy this episode!LinksJackson Street Brewing - WebsiteJackson Street Brewing - InstagramSubscribe for more insightsBook a call with SBS
In this episode, we hang out with Mike Frohlich of Laughing Sun Brewing Company to swap stories about his wild ride through the craft beer world. From his early days at Rattlesnake Creek Brewery & Grill in 1996 to turning Laughing Sun into a Bismarck hotspot, Mike’s seen a LOT in craft beer evolution.Highlights include:How Laughing Sun grew from a scrappy 3.5-barrel setup in a 162 sq. ft. space to a booming 20-barrel brewhouse with 5,000 sq. ft.The major revenue drivers breweries should be focused on in 2025Creative new products and offerings to explore as craft beer drinker preferences keep evolvingWith over two decades of brewing, Mike brings a ton of wisdom (and some great stories) to the table. This episode is part history lesson, part how-to guide, and all-around good fun!LinksLaughing Sun Brewing Company - WebsiteLaughing Sun Brewing Company - InstagramSubscribe for more insightsBook a discovery call
In this episode, we’re digging into the challenges and opportunities of brewery loyalty programs with Ross Stensrud, co-founder of TapWyse. Many breweries offer memberships, but structuring them in a way that drives real revenue while keeping customers engaged? That’s not always a straightforward approach.We explore what’s working, what’s not, and how data-driven insights can help breweries build more effective programs.Some highlights include:The difference between loyalty and membership programsHow monthly memberships ($20/mo) often outperform annual ones ($147/yr) in revenueWhy expiring rewards encourage repeat visits without increasing costsIf you’re considering a membership program or looking to improve your existing one, this episode is for you.LinksTapWyse - WebsiteSubscribe for more insightsBook a discovery call
In this episode of The True Craft Podcast, we sit down with Eric Ruta, owner and founder of Magnify Brewing, to talk about his side project that’s making a big impact: the Craft Brewery Purchasing Organization (CBPO).Eric started CBPO to help breweries (including his own) score better pricing on raw materials, packaging, and labels.Some highlights include:How CBPO members are cutting costs by up to $40K a yearThe shift from limited releases to core beers—and what that means for your bottom lineWhat potential tariffs could mean for the immediate future of the brewing communityEric breaks it all down, from bulk-buying benefits to how breweries of all sizes can make smarter purchasing decisions in 2025.LinksCraft Brewery Purchasing Organization - WebsiteMagnify Brewing - WebsiteBook a discovery callSubscribe for more insights
In this episode of True Craft, we are chatting with Nicole Smith, CFO of South Lake Brewing Company out of Lake Tahoe, CA, about how she took on the financial reins of her business and why knowing your number is just as important as brewing great beer.Highlights include:How open book management helps South Lake’s team make smarter money movesThe growing pains (and financial gains) of scaling a breweryWhen it’s time to bring in a CFO (and what to do before you hire one)If cash flow, KPIs, and P&Ls make your head spin more than a triple IPA, join us for this insightful (and fun) chat with Nicole!South Lake Brewing Company - WebsiteSouth Lake Brewing Company - InstagramFree Profit Diagnostic from Small Batch Standard (like...actually free!)Subscribe for more insights
In this episode, we’re sitting down with Chris Creech of The Glass Jug Beer Lab out of Durham, NC, to uncover how they’ve stayed ahead of industry trends and built a loyal community. Starting as a humble bottle shop in 2014—just after North Carolina eased growler regulations to allow retail stores to fill them—Glass Jug has grown into a powerhouse with two locations, a 3.5 bbl brewery, and a bottle shop that carries an impressive 600 SKUs at any given time!Highlights include:A surprise beverage category that’s stealing the spotlight (and boosting profits)How to turn your taproom into the local hangout with community-focused experiencesWhy thinking beyond beer might be your best move in 2025We also explore Glass Jug’s distribution strategy, how they’re navigating flattening craft beer growth, and why reinvesting in your space could be the key to long-term success.Curious? Pour yourself a pint, hit play, and get inspired!The Glass Jug Beer Lab WebsiteThe Glass Jug Beer Lab InstagramSubscribe for more insightsFree profit diagnostic
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