In this episode of The Brewers Institute, host Michael Capaldo interviews Matt Blofield and Sean Costigan, co-founders of Method Brewing, share their inspiring journey of turning a modest post-COVID idea into one of Newcastle's standout local breweries. They discuss how they grew production to over 80,000 liters a year while maintaining quality and consistency. The duo reveal the challenges of starting with limited funds, securing smart financing, and navigating the post-pandemic market. They also highlight the importance of community, brand identity, and teamwork in their success. From balancing family life to perfecting their craft, Matt and Sean prove that passion and perseverance can build more than just great beer—they can build a movement. A glimpse into the questions Michael posed to Sean & Matt.

1. What was your background before you came into Method Brewing? Sean Costigan began brewing in 2012, starting at a homebrew shop—ironically, now home to Method Brewing. He later joined Murray's Brewery, spending eight years there and serving as Head Brewer for half that time. After leaving in 2020, he briefly ran his own house-painting business before returning to his true passion—beer. Matt Blofield, a qualified builder with experience in construction and mining, transitioned into brewing at Hope Estate Brewery, starting on the packaging line. He completed his brewing diploma there and later used his building expertise to help construct Method Brewing from the ground up while balancing new fatherhood.

2. How did the concept come together of saying, hey, let's do something? Matt Blofield and Sean Costigan shared that the idea for Method Brewing started casually—just friends chatting over beers on Gav's back deck, wondering if they could one day start their own brewery. Matt and Gav had been discussing it for nearly two years, inspired by trips to breweries in Marrickville, believing they could build something similar. At that time, Matt was just entering the brewing industry while Sean was leaving Murray's. Eventually, they realized that if they didn't take the leap together, they'd always wonder "what if." Pooling their complementary skills, shared vision, and limited resources, the three partners—Matt, Sean, and Gav—decided to turn the idea into a real business.

3. How did you fund the business when you were getting it off the ground? Matt Blofield and Sean Costigan explained that Method Brewing was built on a tight, self-funded budget. The three partners—Matt, Sean, and Gav—decided not to bring in outside investors or risk their homes. Instead, they pooled personal savings and took out small personal loans, carefully managing every expense. A major help was equipment financing, which allowed them to secure their brewing system without heavy upfront costs—the equipment itself acted as collateral. They emphasized that timing was key; during the brewing boom, lenders were more open to funding small breweries. Their goal was simple: grow sustainably while keeping full ownership and financial safety.

4. How do you run your business? Who manages the back end — finances, wages, expenses, etc.? Matt Blofield and Sean Costigan said that running Method Brewing has been a process of learning and adapting. While they had a business plan, their exact roles evolved naturally based on each person's strengths. Sean handles most of the administration, including emails, finances, compliance, and bookkeeping, while Matt focuses on brewing operations and production. Their third partner, Gav, originally worked full-time in the brewery but later returned to his paramedic job to support his growing family and provide extra income for the business. They also rely on an accountant and occasional external reviews to ensure financial compliance and maintain smooth operations.

5. What sort of brew house do you have, what capacity, and why did you choose that type? Sean Costigan explained they operate a 10-hectoliter, three-vessel brew house from Brutique, supplied by Neil Cameron. It's a gas-fired system capable of double batching in around 9–10 hours, making it efficient for their production scale. They later invested in a Thermal Craft automation system from Melbourne, improving temperature precision, mash consistency, and brewing accuracy. Sean said the system allows them to focus on quality and repeatability while keeping operations manageable for a small team.

6. How important is consistency as a local brewpub? Both founders stressed that consistency is everything. With a loyal local following, many customers return for the same beer every visit—especially their flagship Hazy Pale Ale. Matt Blofield said automation helps hit targets precisely, while Sean Costigan emphasized that reliable processes build customer trust. They agreed that pre-COVID, inconsistency was more forgiving, but now people expect every pint to taste just as good as the last, making repeatability central to their success.

7. What does success look like in your eyes with your business? For Matt and Sean, success means running a sustainable, lifestyle-friendly brewery rather than chasing mass production. They define it as being commercially viable, maintaining consistent beer quality, and having a steady flow of locals through their taproom. Long-term, they want to spend more time with family and less time tied to day-to-day operations—delegating routine work while continuing to create great beer and community experiences. Success, to them, is about balance, quality, and freedom.

8. If you had your time all over again, would you do it again? Both Matt Blofield and Sean Costigan said "absolutely, yes." Despite the sleepless nights, long hours, and challenges of building during post-COVID uncertainty, they wouldn't change a thing. Matt juggled fatherhood and construction during the build, while Sean managed operations and brewing, yet both found the journey deeply rewarding. They're proud of creating something lasting and personal—saying they'd "never work for anyone else again.

Quotable quotes from our special The Brewers Institute guest: If we didn't take the leap together, we'd go to the grave wondering what could've been — Sean Costigan

We built this brewery on passion, sweat, and a lot of late nights — but it's ours — Matt Blofield

Consistency isn't just about the beer; it's about earning trust one pint at a time. — Sean Costigan

We didn't want investors or big risks — just control, creativity, and a clean slate — Matt Blofield

Success for us isn't about getting huge; it's about building something we love that lasts — Sean Costigan

I'd never work for anyone else again — this is the dream, even on the hard days — Matt Blofield

In this episode of The Brewers Institute, host Michael Capaldo interviews Sean Symons, founder of White Lakes Brewing, about his incredible journey from brewing on the beaches of Vietnam to running a successful brewery in Western Australia. Sean shares how he scaled the business from 250K to 900K liters, navigated the challenges of COVID by remotely commissioning a packaging line, and built a sustainable brewing operation. With deep industry experience and a hands-on approach, Sean opens up about the importance of owning your local market, the realities of margins in wholesale, and why keg beer through your own venues is still king. This episode is packed with hard-earned lessons, laughs, and some seriously good beer talk. A must-listen for aspiring brewers and seasoned operators alike. A glimpse into the questions Michael posed to Sean Symons:

1. How do you navigate quality in a craft brewery? Sean Symons shared that maintaining quality is all about strong hygiene practices, consistent routines, and learning from failures. At White Lakes Brewing, they rely on flash pasteurization to ensure consistency and reduce risk, preferring to deliver a solid "9 out of 10" beer every time rather than chase perfection and miss the mark.

1. What sort of risks do you see for craft brewers in the next five to ten years? Sean Symons shared that the biggest risks lie in the tight margins of the wholesale beer market and rising excise taxes. He warned that without owning venues or having strong local draft sales, many breweries will struggle. For Sean, the most sustainable path is focusing on direct-to-consumer draft beer through owned venues.

1. How many liters are you doing now, and how many were you doing around then? Sean Symons shared that White Lakes Brewing started with around 250,000 liters annually and has grown to about 900,000 liters in recent years. While their system could push to 1.2 million, Sean believes that the current range offers the best balance between efficiency and quality.

1. Did you enter this business with an exit strategy in mind, or were you just focused on success? Sean Symons shared that he never had an exit strategy—he simply loved brewing. His passion started in large-scale operations and led him to hands-on projects like launching a beachside brewery in Vietnam. For Sean, success has always been about making great beer and enjoying the journey.

2. Is sustainability something that's important to your company? Sean Symons shared that sustainability is a core value at White Lakes Brewing. They treat their own wastewater, minimize environmental impact, and carefully manage land use. Inspired by WA leaders like Rocky Ridge, Sean believes responsible brewing isn't just good practice—it's essential for the future.

1. What's the difference between being employed in a full-time job and managing your work-life balance as an entrepreneur? Sean Symons shared that entrepreneurship offers more personal reward, but also greater responsibility. He finds fulfillment in mentoring staff, creating a welcoming venue, and seeing people enjoy the beer he's helped craft. The brewing industry, he said, brings people together—and that's what keeps him going.

2. If you had your time over, would you do it all again? Sean Symons shared that without a doubt, he would do it all again. Reflecting on his journey—from brewing in Vietnam to managing large-scale operations and eventually founding White Lakes Brewing—he emphasized that each experience was rich, rewarding, and unforgettable. For Sean, the brewing industry has always been about passion, people, and creating memorable moments, and he wouldn't change a thing.

Quotable quotes from our special The Brewers Institute guest:

I'd rather hit a nine out of ten every time than chase perfection and miss the mark – Sean Symons

Small breweries thrive when they own their taps and focus on their local patch – Sean Symons

Brewing is equal parts science, passion, and creating a place for community – Sean Symons

Success in beer isn't in the carton—it's in the pint poured over your own bar – Sean Symons

Sustainability isn't a trend; it's the responsibility of every serious brewer – Sean Symons

In this episode of The Brewers Institute, host Michael Capaldo interviews Oisín Sweeney, founder and head brewer of Jervis Bay Brewing Company, who transitioned from a PhD in ecology to the craft beer industry. Sweeney shares the story of establishing the brewery, including their initial contract brewing and unique funding through a local consortium known as the "brew puppies". The conversation covers their journey of growth, expansion, and navigating the challenges of the market, as well as their commitment to local identity in their branding. A key aspect highlighted is Jervis Bay Brewing Company's B Corp certification, reflecting their deep commitment to environmental and social responsibility. A glimpse into the questions Michael posed to OisínSweeney.

1. What is Jervis Bay Brewing Co.? Jervis Bay Brewing Co. is a community-focused craft brewery based in the scenic coastal region of Jervis Bay, Australia. The idea was born from a love for great beer and a desire to create a welcoming space that brings people together. Oisín and his co-founders wanted the brewery to be more than just a place to drink—they envisioned it as a hub for locals and tourists, offering not only high-quality craft beer but also connection, inclusivity, and sustainability.

2. How did you go about starting the brewery? Oisín Sweeney shared that he started Jervis Bay Brewing Co. with three like-minded co-founders, driven by a passion for craft beer and a desire to create a welcoming community space. After years of conversations and dreaming, they committed to the idea in 2017 and spent two years planning, researching, and building the business. They carefully selected the location, built strong local relationships, and navigated the complex process of securing licenses and approvals. Their approach was grounded in collaboration, patience, and a clear vision—to build a sustainable brewery that brought people together and reflected the spirit of Jervis Bay.

3. What kind of roles do you and your co-founders play in the business? Oisín Sweeney shared that he focuses on community engagement, partnerships, and storytelling for the brand. One co-founder (Oisín) manages the brewing operations and production, while the other (Paul) oversees finance and business administration. Together, they play to their strengths and collaborate on key decisions.

4. What's your approach to branding and standing out in the market? Oisín Sweeney shared that his approach to branding is rooted in authenticity, storytelling, and community connection. They focus on making the brand feel warm, inclusive, and locally grounded. From beer names to visuals, everything reflects the spirit of Jervis Bay and creates a genuine emotional connection with customers.

5. Have there been any surprising lessons or mistakes along the way? According to Oisín Sweeney One surprising lesson was underestimating the initial funding required, leading to the "brew puppies" investment. A mistake was the initial brewery configuration which hindered double brewing. With hindsight, Oisín would have delayed the expansion due to changing economic conditions. He also found the sheer amount of hard work involved initially surprising.

6. How do you manage work-life balance, especially being in a beautiful place like Jervis Bay? Oisín Sweeney shares that he manages work-life balance with difficulty but he intentionally carves out time for family and enjoying nature in Jervis Bay. He believes being present outside of work helps him stay grounded and energized. The team also supports a culture that values wellbeing over burnout.

7. What advice would you give to someone wanting to start a business like yours? Oisín Sweeney advises future brewery owners to be ready for hard work and unpredictability, with a strong focus on adaptability and learning. He stresses the value of building a great team and seeking help where needed. Defining your business's purpose and culture early is crucial. Careful planning of your setup from the start can prevent costly limitations later.

Quotable quotes from our special The Brewers Institute guest: Great beer brings people together, but it's the community that keeps them coming back – Oisín Sweeney

You don't need to know everything—just surround yourself with people who fill the gaps – Oisín Sweeney

If you want to build something meaningful, start by defining what you stand for – Oisín Sweeney

The brewery is more than beer—it's a space for connection, storytelling, and belonging – Oisín Sweeney

Adaptability is everything in business; what you don't expect will teach you the most – Oisín Sweeney

In this episode of The Brewers Institute, host Michael Capaldo interviews Nathan Munt, founder of King River Brewing, shares his inspiring journey from finance to founding a thriving European-inspired brewery in High Country, Victoria. He discusses mastering craft beer styles, overcoming business challenges, and the importance of regional branding. Nathan highlights the brewery's signature beers and their connection to Belgian traditions. He also provides insights into financial sustainability and growth strategies. Tune in to learn how King River Brewing has carved a unique space in the craft beer industry.

A glimpse into the questions Michael posed to Nathan Munt:

1. How many years have you been brewing the King Belly Kolsch beer? Nathan Munt shares that he has been brewing the King Belly Kolsch beer for eight years. It was one of the first four beers introduced when King River Brewing opened and has remained a favorite due to its balanced flavor and appeal to a wide range of beer enthusiasts.

2. What inspired you to create the Italian Pilsner, and how has it resonated with your audience? Nathan Munt shares that the inspiration to create the Italian Pilsner came from King Valley's rich Italian heritage, known for its Italian varietal wines and being the home of Prosecco in Australia. He wanted to craft a beer that reflected this cultural connection while offering a clean lager with a touch of character. The Italian Pilsner has resonated strongly with the audience, particularly due to its unique flavor and the striking can design featuring brush strokes of the Italian flag. Nathan notes that the beer's popularity has grown steadily, becoming a standout choice in local pubs and Italian-themed venues.

3. What's your professional background, and how did your previous experience influence your approach to brewing? Nathan Munt shares that his professional background is in finance and IT analytics, where he specialized in database engineering, business intelligence, and reporting for large financial institutions. This experience honed his analytical skills and his ability to solve complex problems, which have significantly influenced his approach to brewing. Nathan explains that his background helps him focus on understanding market dynamics, maintaining financial sustainability, and ensuring operational efficiency. His data-driven mindset and attention to detail have been instrumental in crafting high-quality beers and navigating the challenges of running a brewery.

4. How do you manage the business side of things alongside brewing? Nathan Munt shares that he manages the business side of King River Brewing alongside brewing by wearing multiple hats and prioritizing tasks effectively. While he focuses on designing recipes and ensuring the quality of their European-inspired beers, he also takes charge of sales, marketing, accounting, and general business management. Nathan explains that balancing these responsibilities is challenging, especially in a growing business, but his background in finance and analytics helps him stay on top of cash flow, margins, and operational planning. He credits his passion for brewing and his commitment to the brewery's vision as key motivators in handling the dual roles.

5. What does the future look like for King River Brewing, especially regarding production and branding? Nathan Munt shares that the future of King River Brewing focuses on expanding production capacity and enhancing branding to strengthen its presence in the craft beer market. He plans to invest in larger tanks to meet growing demand and explore opportunities for additional taprooms in higher-population areas to improve direct-to-consumer sales. On the branding front, Nathan emphasizes creating a deeper connection between the brewery's regional roots in High Country, Victoria, and its European-inspired beers. His vision includes showcasing the brewery's unique identity while maintaining a commitment to quality, sustainability, and customer engagement.

6. What would you tell yourself on day one of your brewing journey? Nathan Munt shares that if he could speak to himself on day one of his brewing journey, he would say, "Believe in yourself." He explains that self-doubt often led to overanalyzing decisions and second-guessing his instincts. Nathan emphasizes that having confidence in his skills and staying true to his vision would have made the journey smoother. He adds that despite the challenges, his persistence and passion have brought him to where he is today, and he would remind his past self to trust in the process and the goal.

Enjoyed the podcast? Please leave a review on iTunes or your preferred platform. Your feedback helps more small business owners discover our podcast and embark on their business growth journey.

Quotable quotes from our special The Brewers Institute guest:

Success in brewing isn't just about the beer—it's about creating a sustainable business you love — Nathan Munt

Believe in yourself and stay true to your vision; that's how you navigate the challenges – Nathan Munt

A great beer isn't just brewed; it's crafted with passion, balance, and a story – Nathan Munt

Understanding your numbers is as crucial as understanding your recipes in the brewing business – Nathan Munt

Quality and regional identity are the cornerstones of creating a lasting craft beer brand – Nathan Munt

In this episode of The Brewers Institute, host Michael Capaldo interviews Lachlan MacBean, founder of Grainfed Brewing Company, about his transition from contract brewing to establishing his own brewery in Newcastle. Lachlan shares the challenges he faced, including navigating council approvals and investing in equipment like a centrifuge to improve beer quality. He reveals how his best-selling hazy pale ale went from skepticism to success, becoming the brewery's top seller. Lachlan also discusses the importance of community, building a local hub, and his unique approach to brewing with a focus on quality and authenticity. This episode is a deep dive into how passion, perseverance, and a strong purpose can drive business success. Tune in for an inspiring journey through the craft brewing world.

A glimpse into the questions Michael posed to Lachlan MacBean:

1. Can you tell us a little bit about your business, what the brewery name is, and what you do there? Lachlan MacBean, the founder of Grainfed Brewing Company, describes his business as a local brewery based in Newcastle, located in a suburb called Lambton. The brewery operates with a 1,500-liter brew house and enough fermentation capacity to produce around 190,000 liters of beer annually. They have a 12-tap bar and a 120-seat venue where they sell wholesale to pubs, clubs, bars, bottle shops, and directly to the public. Lachlan's focus is on creating a community-oriented space where people can enjoy quality beers and food, and his motto has always been "Think Local, Drink Local." The brewery has been running since 2012, although Lachlan only started brewing in his own facility in June 2023.

2. What motivated you to go from contract brewing to building your own brewery? Lachlan MacBean was motivated to build his own brewery to ensure consistent production and better control over beer quality, which was challenging with contract brewing. He wanted to secure his wholesale business and create a sustainable model. Additionally, he didn't want to reach retirement wondering "what if" he hadn't pursued this dream. With support from his wife and a local banker, he took the leap to establish Grainfed Brewing Company.

3. How did you decide how much money you could invest into the business? Lachlan MacBean determined how much money to invest in the business by creating a budget based on the estimated costs of setting up the brewery. He focused on finding cost-effective solutions, such as acquiring second-hand equipment and using recycled furniture for the venue. While his approach didn't include a large financial buffer for delays, he relied on tight budgeting, support from an understanding landlord, and personal resources, including taking significant risks like borrowing against his house, to bring his vision to life.

4. What challenges did you face when you were setting up your brewery? Lachlan MacBean faced delays due to government bureaucracy, financial strain from paying rent for over a year without income, and the challenge of coordinating tradespeople and equipment installations. Hiring a project manager helped streamline the process. Mentally, the stress of balancing these hurdles while maintaining his contract brewing business was significant.

5. What does success look like to you in your business? For Lachlan MacBean, success means creating a sustainable business that serves as a community hub, bringing people together over quality, approachable beers. He values a strong workplace culture where employees enjoy their work and feel valued. Long-term success includes paying off debts, achieving financial stability, and eventually having the business run smoothly without his constant presence. Ultimately, Lachlan envisions Grainfed Brewing as a family and staff-owned business that upholds its purpose and authenticity.

6. What would you tell yourself on day one of your brewing journey? Lachlan MacBean would tell himself on day one to relax, trust your abilities, and have confidence in his knowledge and experience. He'd remind himself that he's not an imposter and that his skills in brewing and business are real. Staying true to his authentic approach and focusing on quality and community would be key messages. He'd also encourage himself to embrace challenges and enjoy the journey of building something meaningful.

Enjoyed the podcast? Please leave a review on iTunes or your preferred platform. Your feedback helps more small business owners discover our podcast and embark on their business growth journey.

Quotable quotes from our special The Brewers Institute guest:

Success is not about rapid growth; it's about building a sustainable business with purpose and authenticity — Lachlan MacBean

Bringing people together over a great beer is what makes all the challenges worth it — Lachlan MacBean

I didn't want to reach 65 and wonder 'what if — so I took the leap and built my own brewery — Lachlan MacBean

Quality is non-negotiable; every beer reflects the passion and care we put into it — Lachlan MacBean

Think local, drink local—that's more than a motto; it's the heart of what we do — Lachlan MacBean

In this episode of The Brewers Institute, host Michael Capaldo interviews Scott Overdorf of Hobart Brewing Co shares insights into the importance of branding and marketing in building a successful brewery. He reflects on the unique position of Hobart Brewing, emphasizing their commitment to being an independent brewery that caters to a diverse clientele, not just craft beer enthusiasts. Scott discusses the challenges and triumphs faced during the pandemic, the transition of leadership as he steps back into retirement, and the significance of maintaining strong communication among shareholders. He highlights the brewery's focus on profitability over growth and the team's collaborative spirit as they navigate the future. Tune in for a deep dive into the brewing industry and Scott's journey of passion, resilience, and connection to the community. A glimpse into the questions Michael posed to Scott Overdorf:

1. How important has marketing and branding been to your brewery's success to date? Scott Overdorf highlighted that marketing and branding have been crucial to Hobart Brewing Co.'s success. From the outset, they positioned themselves as an independent brewery rather than a craft brewery to appeal to a broad audience. Their branding, including the name Harbor Master, reflects their deep connection to Hobart's location by the water. Consistency in storytelling has also been vital, with their brand manager reinforcing their message in subtle ways. Scott emphasized that their Tasmanian identity and authenticity have made the brand strong and relatable.

2. You talked about the fact you don't have an exit strategy—that's pretty ballsy, like, you know, going in with a three-year lease and these potential leases terminating in your face? Scott Overdorf explained that not having an exit strategy wasn't a deliberate choice but rather a reflection of their circumstances. Despite the pressure of uncertain leases, he remains optimistic about the brewery's position, as it is debt-free and maintaining steady production levels. He mentioned that the focus is on profitability over growth, allowing the team to concentrate on securing a new site. Scott values the improved communication and collaboration among shareholders during this challenging period. Ultimately, they are all committed to working together to navigate these uncertainties and plan for the future.

3. How did you get to the point where you could step out of your business? And how did it feel? Scott Overdorf shared that he gradually transitioned to part-time work before officially retiring, starting with fewer days at the brewery. This change allowed him to hand over daily operations to the new head brewer, Alex. Although the start of his retirement involved challenges, including rehab after surgery, he is now looking forward to new adventures, such as sailing. Overall, stepping back has been a positive shift, allowing him to reflect on his journey in the brewing industry.

4. How did you manage your transition from full-time work to semi-retirement? Scott Overdorf managed his transition by gradually reducing his workdays, starting from full-time to four, then three days a week. His salary was kept at near his full time rate, allowing the new head brewer, Alex, to take on daily responsibilities. This approach not only supported his semi-retirement but also ensured a smooth handover of operations. Overall, it allowed him to balance his commitment to the brewery with his desire for more personal time.

5. Finally, I'll ask you about your retirement—you've been in the business for what, like nine years full time, and I mean full time, plus? After nine years of full-time commitment, Scott Overdorf felt it was time to retire and step back from the daily operations of the brewery. Initially, his retirement was slow due to hand surgery and subsequent physio, which affected his plans. However, now he and his wife Kate are looking forward to enjoying more of the Tasmanian life-style, including sailing off over the proverbial horizon. The transition has been both challenging and rewarding as he adjusts to this new chapter.

Quotable quotes from our special The Brewers Institute guest: Branding is essential; it tells the story of who we are and where we come from — Scott Overdorf

We're not trying to be anything other than we are; we let the beer do the talking — Scott Overdorf

Retirement isn't just stepping back; it's about passing the baton and empowering the next generation — Scott Overdorf

Profitability over growth ensures we maintain our integrity and connection to the craft — Scott Overdorf

In business, communication and teamwork are key to overcoming challenges together — Scott Overdorf

In this episode of The Brewers Institute, host Michael Capaldo interviews Renn Blackmann, co-founder of Blackmans Brewery, shares his journey to dominating the local craft beer scene. He reflects on the challenges faced during the pandemic and how adaptability led to innovative offerings that resonate with the community. Renn highlights the importance of a strong marketing strategy and teamwork in establishing Blackman's Brewery as a go-to brand. Tune in to learn how local engagement and a commitment to quality have fueled their remarkable success. A glimpse into the questions Michael posed to Shawn Sherlock:

1. How did your team adapt during the challenges of COVID? Renn Blackmann shared that during COVID, the team stepped up by taking on various roles, including delivering pizzas and beer directly to customers. He highlighted the adaptability of the staff, particularly Rick, who worked in the restaurant instead of brewing. This collective effort showcased their commitment and flexibility in tough times.

2. How did the excise rebate impact your brewery? Renn Blackmann noted that the excise rebate significantly benefited their brewery by supporting growth during a boom in brewing. While it helped many breweries financially, it also led to some lowering their prices, which created challenges in the market. Ultimately, it underscored the importance of being strategic in pricing as they navigated this change.

3. Are all your venues branded like Blackman's Brewery? Yes, all venues are branded as Blackman's Brewery, including the beer garden Margaritaville by Blackmans. This consistent branding enhances their identity while offering diverse options like cocktails and a Mexican menu to attract a broader audience.

4. How do you cater to customers who don't drink beer? To cater to customers who don't drink beer, we offer a range of cocktails, wine, and non-alcoholic options. This ensures that everyone can enjoy a good time together, regardless of their beverage preference. It's about creating a welcoming atmosphere for all guests.

5. How important is it for a brewery to have a marketing plan? A marketing plan is essential for a brewery to build brand recognition and attract customers. It connects us with our audience, showcasing our unique offerings in a competitive market.

6. How do you balance work and family life as business partners? As business partners, we set clear boundaries between work and family time to ensure quality moments together. Prioritizing family events helps us maintain a healthy balance and avoid work encroaching on personal life. This approach allows us to be fully present both at the brewery and at home.

7. If you were starting up now, what would you do differently? If I were starting up now, I would prioritize building a strong online presence from the get-go to engage with customers effectively. I'd also focus more on sustainable practices to resonate with environmentally conscious consumers. Additionally, investing in staff training early on would enhance service quality and overall customer experience.

8. If you had your time over again, would you do it? If I had my time over again, I would certainly embrace the journey with all its ups and downs. The lessons learned are invaluable, and I'd focus even more on community engagement and feedback. Ultimately, each experience has shaped our success, and I wouldn't change that.

Quotable quotes from our special The Brewers Institute guest:

Success is not just about brewing great beer; it's about building a community – Renn Blackman

Embrace the challenges; they are the stepping stones to growth – Renn Blackman

A strong marketing plan is the heartbeat of a successful brewery – Renn Blackman

Balance in business and life is achieved through teamwork and communication – Renn Blackman

Every setback is an opportunity for a comeback; it's all part of the journey – Renn Blackman

In this episode of The Brewers Institute, host Michael Capaldo interviews Shawn Sherlock, founder of Foghorn Brewery, who shares valuable insights from his extensive brewing experience. Shawn discusses the importance of quality and community connection in brewing, highlighting his commitment to building a strong local brand. Despite challenges, Shawn's focus on innovative beer offerings and exceptional customer experiences has led to significant success, with Foghorn Brewery generating impressive revenue in its nearly 10 years of operation.

A glimpse into the questions Michael posed to Shawn Sherlock.

1. Can you give us a bit of an overview of the last 10 years of Foghorn Brewery? Shawn Sherlock, the mastermind behind Foghorn Brewery, has overseen a decade of craft beer excellence in Newcastle. With a focus on quality and community, Foghorn has become a local favorite, offering innovative beers, delicious food, and memorable experiences. While plans for expansion were in the works, the current priority is strengthening local connections and solidifying the brand within the Newcastle and Hunter region.

2. How important is it to have a presence in local bottle shops and to have your brand on the shelves? Shawn Sherlock emphasizes the importance of having a presence in local bottle shops and having your brand on the shelves. It's crucial for brand visibility and reaching customers who prefer to buy beer for home consumption. This presence can also drive customers back to the brewery, enhancing the overall brand experience and potentially increasing margins.

3. How do you approach packaging and distribution, considering the costs and challenges involved? Shawn Sherlock approaches packaging and distribution with careful consideration of costs and challenges. He acknowledges that packaging is expensive and brings unique challenges such as quality control once the product leaves the brewery. Factors like storage space, refrigeration, and distribution logistics play a significant role. Sherlock has explored innovative solutions, such as refrigerated distribution systems and collaborative sales collectives, to overcome these challenges and get beer to market efficiently.

4. Could you describe how you initially developed the brand for Foghorn Brewery? Shawn Sherlock and his partner James initially developed Foghorn Brewery's brand through grassroots efforts, choosing the name for its local and nautical connections. Despite humorous initial associations, the name added a fun element. As the brewery grew, Sherlock collaborated with visual artists to create logos and brand identities reflecting their values and aspirations, aiming to stand out in the craft beer market and resonate with their target audience.

5. Did you bring in external consultants or experts to help with branding and marketing? Shawn Sherlock did bring in external consultants and experts to assist with branding and marketing, particularly during the time when Foghorn Brewery was working with Mighty Craft. This partnership involved a brand refresh in 2019, which included new logos, packaging, and an overall investment in branding and marketing strategies. Sherlock emphasized the importance of working with experts in these areas, as it can significantly impact the success and growth of a brewery, especially when aiming to expand into new markets and increase brand visibility.

6. What does success look like to you, personally and professionally? Shawn Sherlock views success as multifaceted, encompassing both personal and professional aspects. Personally, he finds success in the quality of the beer produced, ensuring it is consistently excellent and something he is proud to offer customers. He also values the satisfaction and control over his destiny that comes with running a successful brewery, along with the happiness derived from his work. Professionally, success involves maintaining a profitable business that can support its employees and sustain itself, without necessarily aiming for extravagant financial gains or selling out for millions. Overall, Sherlock's definition of success revolves around self-driven satisfaction, quality of product, and meaningful contributions to the craft beer industry.

7. How do you balance brewing beers that you're excited about with what the consumer wants to buy? Shawn Sherlock approaches the balance between brewing beers he's excited about and what consumers want with a thoughtful perspective. While he considers the preferences of the consumer when creating recipes, he also focuses on innovation and pushing boundaries within the craft beer sector. Sherlock believes that crafting high-quality, innovative beers that resonate with consumers is key to success in the industry.

8. What future do you see for your brewery in the next 10 years, especially in light of recent changes and challenges? Shawn Sherlock envisions a future for Foghorn Brewery focused on strengthening its position as a local favorite. He aims to enhance connections with the community, innovate with beer and food experiences, and potentially reintroduce packaging for local distribution. Sherlock's immediate focus is on solidifying the brand locally, growing sustainably, and navigating current economic challenges, with the possibility of expanding or building a new brewery in the future.

Quotable quotes from our special The Brewers Institute guest: Quality is the cornerstone of success in brewing – Shawn Sherlock

Invest in branding and marketing; it's a quick return on investment – Shawn Sherlock

Success isn't about Ferraris; it's about passion and control over destiny – Shawn Sherlock

Craft brewing is about pushing boundaries and contributing to industry evolution – Shawn Sherlock

Focus on local roots and sustainable growth for lasting impact – Shawn Sherlock

Music by Oleg Fedak from Pixabay