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The True Craft Podcast
The True Craft Podcast episodes
- E134: Rethinking Taprooms, Pricing, and Portfolio Focus with Doug Veliky
On this episode of The True Craft Podcast, we chat with Doug Veliky, the "Mr. Rogers of beer" and co-founder of BrightBev. From his background as a CPA to serving as CFO and marketing head for Revolution Brewing, Doug brings a unique financial and marketing lens to the craft beverage landscape.
We chat about navigating distribution, the shifting economics of craft beer, and the reality of industry closures and consolidation, including highlights like:
- The 12 key reasons why breweries are closing across the country
- How contract brewing and sharing overhead can drastically shift margins from negative to positive
- Why the core craft beer demographic is changing and what it means for future volume sales
If you're a brewery owner looking to navigate today's tough market conditions, this is an episode you can't afford to miss.
BrightBev - Website
Doug Veliky (beeraficionado) - InstagramBook a profit strategy call with the SBS team
44 min - E133: Resisting Innovation Fatigue and Protecting Core Brands with Tim Barnes of Black Tooth Brewing
On this episode of The True Craft Podcast, we sit down with Tim Barnes, founder of Black Tooth Brewing in Sheridan, Wyoming. Tim shares his 15-year journey from starting with a small 10-barrel brewhouse to expanding into four taprooms across the state and producing over 8,500 barrels annually.
They dive deep into what it takes to build a sustainable craft brand in a low-density market, including:
- Why Black Tooth refused a food menu and still built four high-performing taprooms
- How to resist distributor "innovation fatigue" by doubling down on core SKUs
- Tim’s real take on industry saturation and why craft beer isn't dying
Whether you're scaling up or scaling back, Tim’s straight-shooting approach is a must-listen for every craft brewery owner.
Black Tooth Brewing - Website
Black Tooth Brewing - InstagramGet a FREE PROFIT PLAY call with the SBS team
53 min - E132: Brand Strategy for Craft Breweries with Tim Weaver of The Brand Weaver
In this episode of The True Craft Podcast, we connect with UK-based brand strategist and author Tim Weaver to explore how craft breweries can thrive in a mature, shifting market.
We dive deep into the differences between UK and US brewing scenes, highlighting why running a successful brewery requires far more than just making great liquid in 2026.
Some highlights include:
- How to pinpoint your brewery's true "diamond in the rough" brand identity to stand out from the competition.
- Why closing the disconnect between passionate sales reps and static packaging can unlock major revenue growth.
- Where to spend your marketing dollars (including low-cost email tactics and high-impact radio strategies)
If you are looking to refine your brand's message and build a loyal audience, this conversation is packed with actionable insights. Tim reminds us of the biggest challenge facing taprooms today, noting, "Realistically every brewery right now is in a battle with the couch."
The Brand Weaver - Website
Branding for Breweries - InstagramBook a profit strategy call with the SBS team
46 min - E131: Building a Destination Brewery with Ryan Seiz from Warwick Farm BrewingIn this episode of The True Craft Podcast, we sit down with Brewmaster & Marketing Professional Ryan Seiz from Warwick Farm Brewing to discuss how they've built one of Pennsylvania's premier destination breweries by intentionally avoiding the traditional distribution game.
From transforming a former meat processing facility into a thriving taproom to creating events that draw hundreds of people every week, Warwick Farm has built a business around experiences.
Some highlights include:
- Why selling 95% of their beer through the taproom has become a competitive advantage
- How festivals, cornhole leagues, and thoughtful taproom design generate more consistent traffic
- What launching an RTD line taught them about expanding revenue without cannibalizing beer sales
From building a destination brewery from the ground up to finding growth outside of traditional distribution, this conversation is full of practical lessons for brewery owners looking to build a more resilient business. There's a lot packed into this episode for operators thinking beyond the brewhouse! Enjoy the episode!
Warwick Farm Brewing - Website
Warwick Farm Brewing - InstagramBook a profit strategy call with the SBS team
30 min - E130: Managing Margins in the Modern Market with Alan Brinton of Grey Sail Brewing
In this episode, we are sitting down with Alan Brinton, the co-founder of Grey Sail Brewing, located right on the coastal border of Rhode Island and Connecticut. Alan shares his journey from brewing "God-awful" beer in his college apartment to establishing one of Rhode Island's largest production breweries and successfully navigating 15 years of industry evolution.
We dive into the realities of scaling a bootstrap operation, the intricate dynamics of distributor relationships, and the shifting economic landscape facing modern craft brewery owners.
Some highlights include:
- Why managing repairs and maintenance costs is the "next shoe to drop" for maturing breweries.
- How a single double IPA, Captain's Daughter, completely transformed Grey Sail's trajectory and fueled their expansion.
- Why treating your distributors as your true customers is essential for long-term retail success.
As the craft beer market matures and overhead costs fluctuate, mastering your financials is no longer optional. As Alan puts it: “Just understand your product costs and your margins... it's basic, but it's hard.”
Enjoy the episode!
Grey Sail Brewing - Website
Grey Sail Brewing - InstagramBook a profit strategy call with the SBS team
1 hr - E129: Self-Distro Secrets, GF Beer, and Brewing on an Island with Alicia MacDonald of Port Rexton Brewing
In this episode, we’re trekking to a tiny town of 350 people in rural Newfoundland to chat with Alicia MacDonald, co-founder of Port Rexton Brewing (who is celebrating 10 years this summer)!
Along with her business partner, Alicia has spent the last decade navigating island logistics, dodging icebergs, and balancing summer tourism with distribution-filled winters.
Highlights include:
- Turning a DIY four-barrel hobby into a 15-barrel production facility
- How a celiac diagnosis led to running the only certified gluten-free brewery in Atlantic Canada
- The reality and insight gained of brewing on an island and how to get the most out of your taproom being a seasonal magnet for tourists
Alicia proves that staying power comes from a "true brand following" and…well, a lot of grit. If you’re brewery is focused on local, local, local, you may just find a gem or two in this episode!
Port Rexton Brewing - Website
Port Rexton Brewing - Instagram
Book a profit strategy call with the SBS team
30 min - E128: From NASA to the Brewhouse with Bobby Fleshman and Emy Senkbeil of McFleshman's Brewing Co.
In this episode, we are hanging out with Bobby Fleshman and Emy Senkbeil of McFleshman’s Brewing Company out of Appleton, Wisconsin. Quick question for you: what happens when you trade a career at NASA for a mash tun? Well, we’re finding out that and so much more on this episode! We chat with Bobby and Emy about how astrophysics and "unreasonable" hospitality created a brewery for brewers.
Highlights include:
- An inside look at the necessary, but oftentimes difficult, process of cutting down from a dozen offerings to four core styles (plus a few seasonals)
- The 95/5 rule and how it makes some of the best taproom culture
- The secret behind using QR code magnets and how they turn wholesale accounts into a self-ordering machine
Bobby’s approach to the industry remains rooted in his training as a scientist and a physicist. As he puts it: "Really, I just say, we're problem solvers. We just break them down into their basic elements, and put 'em back together".
McFleshman’s Brewing Co. Official Website
Bobby’s Podcast: Respecting the Beer
The Business Bible: Unreasonable Hospitality by Will Guidara
Book a profit strategy call with the SBS team
50 min - Strategic Expansions and Outlasting Tourist Season with Brad Fitzgerald of Swellsa Brewing
Join us at CBC 2026 for our free Brewery Profit Workshop on Monday, April 20th. Learn more and grab a spot at sbstandard.com/cbcprofit
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In this episode we sit down with Brad Fitzgerald of Swellsa Brewing about building a modern craft staple in the heart of Kill Devil Hills in North Carolina. From navigating the unique challenges of the Outer Banks to winning a World Beer Cup gold medal, Swellsa has been creating a community hub that thrives in a "feast or famine" tourist economy.
Some highlights include:
- Why skipping a kitchen to maintain local restaurant partnerships could be a move for breweries who are hesitant to have their own in-house food program
- How Swellsa scales for summers that jump from a local annual population of 7k to over 40k
- What skipping a traditional distribution strategy looks like when scaling in 2026 (and what to do instead)
From navigating coastal logistics to launching a hemp-derived beverage brand, Brad’s "move fast" mentality is a masterclass in modern brewery scaling. There is a lot packed into this episode for owners looking to grow their business in 2026.
Follow Swellsa and Duck Dive Bar on Instagram: @swellsa_brewing or @duckdivebar
Visit their website: https://www.swellsabrewing.com46 min - E126: Marketing Strategy vs. Execution with Warren Bondi of Wood Foot Beer Co. and Beer Marketeers
Join us at CBC 2026 for our free Brewery Profit Workshop on Monday, April 20th. Learn more and grab a spot at sbstandard.com/cbcprofit
—
In this episode of The True Craft Podcast, we sit down with Warren Bondi, the co-founder of Wood Foot Beer Co. in Fort Walton Beach and the founder of marketing agency Beer Marketeers. With a background spanning from stocking shelves for major distributors to serving as a fractional Chief Marketing Officer, Warren brings a unique 360-degree perspective on how to move product in craft today.
Highlights include:
- Why small systems (like a five-barrel brewhouse) allows greater control without distribution headaches
- How multi-day events and pop-ups drive massive sales through community experiences
- Why you should stop "boosting" your posts and start using an Ads Manager to see real results
Whether you are struggling with a "quiet" brand or trying to decide if table service is ruining your reviews, this conversation is filled with tips and tricks for the modern brewery.
Visit the Wood Foot Beer Co. website: https://woodfoot.beer
Follow them on Instagram: @woodfootbeerVisit the Beer Marketeers website: https://www.beermarketeers.com
Follow them on Instagram: @beermarketeers41 min - E125: Modern Brewery Ops, Guild Leadership, and Parenthood with Hannah Ison of Zeroday Brewing and Brewers of Pennsylvania
Join us at CBC 2026 for our free Brewery Profit Workshop on Monday, April 20th. Learn more and grab a spot at sbstandard.com/cbcprofit
—
In this episode of The True Craft Podcast, we are sitting down with Hannah Ison of Zeroday Brewing Company and the Brewers of Pennsylvania to discuss the evolving definition of a craft brewery. We explore why leaning into the "beverage manufacturer" label might be the move in reaching new demographics and how offering variety—from hand-chopped ginger beer to hop water—is becoming an industry standard.
Highlights include:
- The logistical reality of managing production scheduling and guild leadership while raising a daughter as a single mother
- How to navigate wholesaler acquisitions and the transition from a self-distribution model
- Why collaboration and brewery co-ops are unlocking potential for businesses with limited resources
This episode offers a grounded look at the grit required to keep a brewery running in 2026 when the traditional "let's grab a beer" culture is shifting. Whether you’re interested in diversifying your taproom lineup or want to hear how the "survival of the fittest" is playing out in the Mid-Atlantic, Hannah’s perspective as both a brewer and an executive provides unique insight for the modern age.
Visit the Zeroday Brewing Co. website: https://zerodaybrewing.com
Visit the Brewers of Pennsylvania website: https://www.brewersofpa.org
Follow Hannah on Instagram: @beermakingmama46 min
About The True Craft Podcast
From the publisher's feed
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.