The True Craft Podcast

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’re chatting with Brian Durand of Asbury Park Brewery about what it takes to build a wholesale presence in a competitive, seasonal shore market. We unpack how distribution fits into their broader strategy and what it really means to grow alongside a distributor.

Highlights include:

If you’re evaluating your own distribution strategy or trying to make wholesale feel more intentional, this episode with a 20-year industry veteran offers a look at what it takes to grow beyond the taproom in 2026.

Visit the Asbury Park Brewery website: https://asburyparkbrewery.com

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 Chris O’Neill of One Well Brewing out of Kalamazoo, Michigan. We unpack how a brewery that started with just $80K grew into a ~$1M business by paying close attention to why customers behave the way they do...and then designing the business around those behaviors instead of following what some would maybe call industry norms!

Highlights include:

• Why a simple food menu stops customers from leaving (and could even double beer sales)
• The overlooked difference between attracting customers versus keeping them
• How the right entertainment mix can change how (and when) customers show up

If you’ve ever felt that tension between playing it safe and trusting your instincts as an owner, this episode is a reminder that building something different is often the whole point.

Learn more about One Well Brewing at their website: https://onewellbrewing.com
Follow them on Instagram: @onewellbrewing

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’re chatting with Kevin Drake of Alibi Ale Works. We unpack how operating two busy brewpubs in a tourist-driven market ultimately pushed them toward contract brewing (and why it turned out to be one of the most stabilizing decisions they’ve made...despite the emotional challenges).

Highlights include:

• The hidden inefficiencies of producing beer in a remote, seasonal market
• How focusing on the taproom experience and NA offerings led to more predictable margins
• Why partnering with both large and small contract brewers could be the big move in 2026

Kevin shares that contract brewing “was the hardest decision [he’s] ever had to make, because [he’s] the homebrewer that started a brewery—it’s part of [his] identity to make the beer.” If you’ve been wrestling with making a similar move, this episode is filled with honest and helpful insight from someone who has been in this business for over a decade.

Learn more about Alibi Ale Works at their website: https://alibialeworks.com
Follow them on Instagram: @alibialeworks

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 budget
• Weighing the choice between staying small and handcrafted vs. chasing volume and big equipment

In 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.com
Follow them on Instagram: @mospirits

You can subscribe for SBS insights at sbstandard.com/insights
Or 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 Sale
• Why “going deep before wide” still wins in today’s crowded craft beer market
• How phone-level shelf placement and consistent relationship building can actually drive velocity

Justin 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.com
Follow them on Instagram: @wanderbackbeer

You can subscribe for insights at sbstandard.com/insights
Reach 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 operation
• What a “profit-first approach” looks like in expansion and contract brewing
• How to maintain restaurant-quality hospitality in the taproom

As 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.

Links

Manhattan Project Beer Company - Website
Manhattan Project Beer Company - Instagram

Book a call with the SBS team
Subscribe 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 operates
• What breweries can learn from scaling in the restaurant industry
• Why 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!
 

Links

Field Day Brewing - Website
Field Day Brewing - Instagram

Daydreamer Cannabis Sparkling Water - Website
Daydreamer Cannabis Sparkling Water - Instagram

Book a call with the SBS team
Subscribe 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 line
• Why contract brewing may be an overlooked growth lever and what to do about it

This 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.

Links

Hi-Wire Brewing - Website
Hi-Wire Brewing - Instagram

Reach 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 loans
• The 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 back

If 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!

Links
Heavale Brewing Company - Website

Find more profit in your taproom and distro business

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 taproom
• The pricing strategy shift you can make without sacrificing quality
• What the “sweet spot” balance looks like in 2025 for growing craft breweries

If 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.

Links

Well Crafted Beer Co. - Website
Well Crafted Beer Co. - Instagram

Find more profit in your taproom and distro business