Build Me A Brewery

In this episode, I sit down with Group Quality & Sustainability Manager of the Endeavour Drinks Group, Diarmaid O’Mordha. Most of you will know that the Endeavour Drinks group is the largest beverage retailer and distributor in Australia with well known bottleshops such as Dan Murphy’s and BWS, and the giant pubs & clubs network ALH Group. Diarmaid and his team, to use his own words “are the ones that keep the river clean from being polluted” when it comes to the many different beverage producers wanting to sell their products within their retail distribution channels.

In our chat, we talk about the potential opportunities for small local breweries if they have ambitions to get their beers into local BWS bottleshops, the common pitfalls and issues they come across with suppliers just starting out in wholesale distribution and some of the bare minimum quality controls a Distributor such as Endeavour would expect a brewery to adhere to.

EPISODE LINKS:
Endeavour Drinks Group Website

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In this week’s segment we discuss the inner workings of Beer distribution and how Breweries work with distributors and retailers to send their beer far and wide into bottleshops, pubs and clubs. 

In part 1 of the segment, I talk with Founder and Director Andy Harris from Motus Transport. Being a family owned & operated transportation and logistics company, Andy and his Wife Emily started the business back in 2016 and have grown to become one of the largest cold storage warehouse and distributors of Craft Beer in NSW. 

Andy having a background in Sales within the beverage industry, he saw a gap in the distribution market and began to concentrate on building a solid network of customers within the craft beer space. Having over 100 breweries within their portfolio they work with, Andy is very well placed to share his insights on what Breweries need to be considering when dipping their toes into the wholesale distribution space. 

EPISODE LINKS:
Motus Transport Website

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In this episode, I chat with well-known figure within the Australian Craft Beer Industry, James Smith, who was the founder of Good Beer Week and online magazine & new resource, The Crafty Pint. 

Originally from the UK and working for a newspaper over there, James and his wife then moved over to Australia in 2008.  After being introduced to a few people in the brewing industry, he started to realise that there was a few breweries and a small craft beer scene developing in Australia around the time but had very little media coverage on it. In 2010 he then launched Crafty Pint, and only a few months after that Good Beer Week, which was a week long of events related to craft beer. In modern day, crafty pint is an industry leading news publication for the craft beer scene in Oz, and Good Beer Week has grown to be come a National Event being taken over by the Independent Brewers Association.

In our chat we discuss the media options available to new and established breweries that they can take advantage of to get their name out there and create a bit of buzz about their beers. We talk about the rise of craft beer in relation to social media and much more.

EPISODE LINKS:
Crafty Pint
Good Beer Week

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In this episode, I chat with highly sought after Graphic Designer within the Craft Beer Industry, Jarrod Fuller from Zendoke Design.

A very chilled out and down to earth character, Jarrod has a large portfolio of breweries both here in Australia and Internationally, and many listeners may of put hands on cans that he has designed such as Nail Brewing, Six Strings, The Australian and many more. 

In our chat we discuss the process of engaging graphic designers, and outline that it’s a two way street in regards to making sure it’s a good fit for both parties, as well as covering design concepts for logos, cans and packaging and even going deep into a breweries brand identity and developing an authentic story that the brewery wants to send out to it’s target consumer base.

This is another interesting chat and topic in the overall marketing & branding piece. 

EPISODE LINKS:
Zendoke Design Website

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In this episode, I chat with Adam Mumford from Men At Work Agency who provide full marketing & advertising suite of services including Public Relations, Content Creation, Digital, Social Media and much more. As the name implies, they lean more towards male driven products and brands including Ryobi, Kennard's Hire and also within the craft beer space, having worked with the Australian Brewery on their re-branding a few years back. 

In our chat we discuss the importance of a brewery having a marketing strategy and the services a full suite Marketing Agency can provide breweries. 

EPISODE LINKS:
Men At Work Agency Website

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A breweries brand is so important in a continuously growing and competitive market place. Brewing beer is only a small part of a brewery’s overall operations, and whilst a good quality and consistent product can speak for itself at times, having a well thought out marketing plan on how you are going to ensure your beer is getting into more thirsty beer drinkers hands is another key aspect, and in my opinion an often under prioritized focus for a new brewery.  

In part 1 of the segment, I talk with former Head of Marketing at Ballistic and Founder of 4Hearts Brewing Wade Curtis to discuss the importance of a brewery having a plan of attack when it comes to their marketing and brand development. 

Having a career background in Marketing, Wade wet his appetite for good beer during at trip overseas in 2001 sampling beers from the UK, Belgium, Germany and the like. His first step into commercial brewing came with doing a test batch as Bacchus Brewing in 2010, and got going this way through the gyspy and contract brewing route. He then went onto open up 4Hearts Brewing and then joined the Ballistic guys taking the role as Head of Marketing. 

Thoroughly enjoyed my chat with Wade, who shares an absolute wealth of information as well as industry insider tips and tricks when it comes to product buzz, exposure and brand development.


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Part 2 of the Beer Packaging segment, I meet up with Nick Becker from Konvoy Kegs to talk about how they help breweries with rental and leasing options for their keg fleet management. 

Nick was an investor of the famous Harts Pub in the Sydney Rocks area, and then following other Harts Pub owner Mark Fethers to start the Rocks Brewery now over in Alexandria.

He then found himself working for Kegstar along with founder and multiple beer entrepreneur Adam Trippe-Smith. Following Kegstar’s acquisition by Brambles in 2015, loyalties started to shift with having to adapt to an ever changing corporate structure and culture, and so Nick followed Adam along with other former Kegstar employees Patrick Hanrahan & Marc Eggins to start KONVOY Kegs the new player in the Australian market for Keg Fleet Management.

In our chat we discuss the inner workings of how keg rental & leasing works, plus advice around what is the sweet spot for when breweries should start considering this as an option. This is another great episode that explores another important consideration when it comes to beer packaging.

EPISODE LINKS:
KONVOY Website

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So you’ve built your brewery, customers are enjoying having your beers in your tap room, demand is starting to gather momentum, now what? Have you considered what you will do for takeaways other than growlers, are their opportunities to get your beer into local bottleshops or pubs, or are there talks currently going on with beverage distributors to send your beer far & wide? This is when you need to start thinking about a strategy with managing your beer packaging.

Part 1 of the segment I talk with Managing Director Chris Kelly from East Coast Canning. Chris has a background in science and after travelling around the US with his wife many years back he quickly noticed their majority of beer was being served in cans. Knowing that this was something that wasn’t quite happening over in Australia, that light bulb moment came on for Chris where he could build a business to fill a gap in the market over here and that’s when the birth of the mobile canning service East Coast Canning got started.

In my chat with Chris he talks about the services they offer to breweries for canning their beers, when and why breweries consider using them and some interesting insights about beer packaging within the Australian and other international markets.

EPISODE LINKS:
East Coast Canning Website

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In this episode I chat with Research & Development Associate, Avi Shayevitz from Lallemand Brewing over in Canada. An avid homebrewer and a passion for the science behind the brewing process having a Masters Degree in Food Science, Avi dives into the important considerations in regards to Yeast that Breweries need to get their head around in the commercial world of brewing. 

We talk about the role Yeast plays in the brewing process, handling of yeast in a commercial sense, building a relationship with your Yeast supplier, Dry Yeast vs Liquid yeast and we also discuss how Breweries can set their beers apart by developing their own unique house strains.

EPISODE LINKS:
Lallemand Brewing Website

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In this episode, I head up to Newcastle’s Foghorn Brewhouse to meet up with National Sales Manager Michael Capaldo from Hop Products Australia to discuss the supply side of things when it comes to Hops, a crucial ingredient when it comes to your beer. 

Similar to Hayden, Michael is well placed to share his advice when it comes to Hops Supply having been on both sides of the table as Brewer and now Sales & Supply of Hops to the industry. Having started out as a fellow homebrewer he then landed a job as a Packaging Assistant at Little Creatures and then as a production Brewer at Gage Roads during their big growth phase and then finally getting the opportunity to craft his own beer recipes as head brewer at Lovedale and Sydney Brewery. Having won awards and medals for their beers, Michael then felt the need for a new challenge making the jump over the hops supply side of the table at HPA. 

Michael shares some great advice to aspiring and established brewery owners when it comes to setting up hop contracts, recipe design and much more.

EPISODE LINKS:
Hops Products Australia website

Visit us at www.buildmeabrewery.com.au and sign up to our mailing list to be the first to know when episodes launch plus exclusive Brewery Building Content.

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