Branding for Breweries - Strategies to Grow Brewery Brands and Sales

Episodes

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  BREWERY GROWTH: The Old Craft Beer Playbook Doesn’t Work Anymore | Bart Watson 21.10.2026 41m

  The craft beer market has changed. So what are the breweries still growing doing differently?Bart Watson, President and CEO of the Brewers Association, joins me to unpack the latest trends from the US beer market and what independent breweries in the UK can learn from them.We talk about why breweries need to know exactly who they are and who they’re for, why taproom and distribution growth now require very different strategies, and why simply being “local” isn't always enough to make someone choose your beer.Bart also digs into changing drinking habits, low and no alcohol, high ABV beer, younger drinkers entering the category differently and why sustainable growth doesn’t necessarily mean brewing more beer.Plus, if Bart were opening a small independent brewery today, what would he prioritise?A seriously useful look at where craft beer is heading and how breweries can adapt without losing sight of who they are.HELPFUL LINKSBrewers Association: brewersassociation.orgBranding for Breweries: brandingforbreweries.co.ukBranding for Breweries Podcast: Subscribe on your favourite podcast platform and YouTube.Follow Tim Weaver / The Brand Weaver on LinkedIn and Instagram for more brewery branding and marketing advice.
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  Brewery Marketing: Stop Boosting Posts and Start Running Ads That Sell | Jack Coomber 14.10.2026 1h 2m

  Most breweries have boosted a social post at some point.£10 here. £20 there. A few more likes, a bit more reach and maybe some clicks.But did it actually sell anything?This week I’m joined by Jack Coomber from the Brand Weaver Collective to break down how paid advertising should actually work for an independent brewery.We look at the difference between simply boosting a post and building a proper campaign, when Meta and Google Ads make sense, what a realistic starting budget looks like and why you need to decide exactly what you want the advertising to achieve before spending anything.We also get into targeting, tracking, remarketing, what makes good brewery ad creative and why constantly changing your campaigns can actually make it harder for Meta to learn what works.And importantly, we look beyond likes, clicks and individual sales to the bigger opportunity: using paid advertising to find new customers, bring them into your ecosystem and turn them into people you can reach again without continually paying for them.If you've been hitting the Boost button because it feels like the easiest way to advertise your brewery, this episode should give you a much better place to start.CONNECT WITH JACK COOMBERJack on LinkedInhttps://uk.linkedin.com/in/jack-coomberThe Brand Weaver Collectivehttps://thebrandweaver.co.uk/the-brand-weaver-collectiveCONNECT WITH TIM WEAVERBranding for Brewerieshttps://thebrandweaver.co.uk/branding-for-breweriesFree Brewery Newsletterhttps://thebrandweaver.co.uk/brewery-newsletterInstagramhttps://www.instagram.com/BRANDINGFORBREWERIESTim Weaver on LinkedInhttps://www.linkedin.com/in/thebrandweaver/
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  Has Craft Beer Finally Grown Up? with Mike Gertz 07.10.2026 42m

  Has craft beer finally grown up?For years the industry seemed unstoppable. New breweries were opening, new releases were flying out and growth felt almost inevitable.Today things look rather different.In this episode of Branding for Breweries, Tim Weaver is joined by former Rhinegeist Creative Director Mike Gertz to explore what happens when craft beer reaches its grown-up phase.Mike shares the story of one of Rhinegeist’s biggest innovation failures, RG Bevs, and compares it with the enormous success of Cincy Light.Both attempted to take the brewery somewhere new.One felt forced.The other felt completely natural.That opens up a much bigger conversation about how breweries can innovate without losing their identity, why chasing market trends can lead brands badly astray and why understanding what people already love about your brewery matters more than ever.Tim and Mike also discuss changing drinker behaviour, younger consumers’ relationship with craft beer, the surprising appeal of nostalgic branding to younger audiences and why breweries need to spend considerably more time actually talking to the humans they want to reach.If you run, market or build brands for breweries, this episode is about working out where you fit in an increasingly mature craft beer market and how you grow without losing what made people care about you in the first place.Find Mike Gertz:Instagram: https://www.instagram.com/gertzml/LinkedIn: https://www.linkedin.com/in/mikegertz/Branding for Breweries:https://www.thebrandweaver.co.ukFree brewery newsletter:https://www.thebrandweaver.co.uk/brewery-newsletter
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  How to Future-Proof Your Brewery Brand | John Holl on the Future of Beer 30.09.2026 43m

  What will separate the brewery brands that succeed over the next five years from those that struggle?This week on Branding for Breweries, Tim is joined by beer journalist, author and All About Beer editor John Holl to talk about how breweries can future-proof their brands in an increasingly difficult beer market.John has spent nearly 20 years covering the beer industry, speaking to brewers, founders, drinkers and operators around the world. So what does he think the breweries most likely to succeed understand that others are missing?We get into why so many breweries have ended up looking and behaving the same, why copying successful breweries is a dangerous strategy and why having a genuine sense of what your brewery stands for could become increasingly important.We also talk about brewing with intention, finding a niche beyond simply making great beer, brewery branding, taproom experience, changing consumer habits, low-ABV beer, GLP-1 drugs and why tiny details like uncomfortable seating, dirty glassware or even the wrong thing playing on the TV can quietly cost you customers.And John leaves brewery owners with one very simple challenge:Take a hard, honest look at whether your brewery is still what you actually wanted it to become.In this episode:• How to future-proof a brewery brand• Why copying other breweries makes it harder to stand out• What authenticity actually means for breweries• Why breweries should brew with intention• How to find a niche and build an audience around it• Why beer needs marketing rather than simply being expected to sell itself• How taproom experience influences customer behaviour• Why front and back of house need to work together• How beer drinking habits are changing• What GLP-1 drugs could mean for the beer industry• What brewery owners should do over the next 90 daysCONNECT WITH JOHN HOLLJohn Hollhttps://www.johnholl.com/All About Beerhttps://allaboutbeer.com/CONNECT WITH TIM WEAVERBranding for Brewerieshttps://thebrandweaver.co.uk/branding-for-breweriesThe Brand Weaver Collectivehttps://thebrandweaver.co.uk/THANKS TO OUR SHOW SPONSOR, CHARLES FARAMSupplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed.https://charlesfaram.com/uk/If you enjoy the show, hit follow on Spotify and share the episode with someone else working in the beer industry.Rock on 🍻
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  The UK Beer Market Is Broken. What Can Breweries Do? 23.09.2026 42m

  CAMRA says the UK beer market is broken. So what can independent breweries actually do about it?This week on Branding for Breweries, I’m joined by Ash Corbett-Collins, Chairman of CAMRA, following the release of its new Beer in the UK report.The report raises some pretty uncomfortable questions about access to market, brewery ownership, the influence of the major brewers and pub companies, and whether drinkers really have as much choice at the bar as it appears.But I didn’t want this to become an hour of us agreeing everything is terrible.I wanted to know what breweries can actually do.We get into:🍺 Why brilliant breweries can still struggle or go under🍺 Why independent beer is being locked out of parts of the pub market🍺 The “illusion of choice” drinkers see at the bar🍺 Why breweries should shout much louder about their independence and where their beer is actually brewed🍺 How breweries can turn their drinkers into campaigners🍺 Why CAMRA wants breweries to tell them about the problems they’re experiencing🍺 Why inviting your local MP into the brewery could genuinely help🍺 How CAMRA, SIBA and the wider industry can work together🍺 Why CAMRA is starting to show a few more teeth🍺 What Ash wants CAMRA to become over the next few yearsIf you run an independent brewery, this one is well worth a listen. There are some massive problems discussed, but importantly, there are also things breweries can start doing about them.HELPFUL LINKSRead CAMRA’s Beer in the UK report:https://camra.org.uk/beer-reportCAMRA:https://camra.org.uk/Contact Ash Corbett-Collins:ash.corbettcollins@camra.org.ukCAMRA Campaigns:campaigns@camra.org.ukSPONSORED BY CHARLES FARAMSupplying and developing the best quality hops from around the world to help brewers create great beer! Grower-owned and brewer focussed.https://charlesfaram.com/uk/CONNECT WITH TIM WEAVERBranding for Breweries:https://thebrandweaver.co.uk/branding-for-breweriesThe Brand Weaver Collective:https://thebrandweaver.co.uk/the-brand-weaver-collectiveIf you enjoyed the episode, follow Branding for Breweries on Spotify and share it with another brewery owner who needs to hear it.
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  The Rebrand That Took Big Hug Into Sainsbury’s & ASDA | Matt Williams 16.09.2026 40m

  Big Hug Brewing had good beer, genuine purpose and more than a decade behind the business.But when a Sainsbury's buyer told Matt Williams the liquid was great while the range was “all over the place” and the logo was weak, it confirmed something Matt already knew. The brand needed work.So Big Hug rebranded.In this episode, Matt joins me to talk about what changed, why they moved their People & Planet purpose right to the front of the brand and how that transformed the conversations he was able to have with major retailers.We get into:• Why individual beer designs can work while the overall brewery brand doesn't• The brutally useful feedback Matt received from a Sainsbury's buyer• Making charitable and environmental impact tangible to drinkers• Creating consistency across cans, taps, beer mats, merchandise and the taproom• The ASDA pitch that was stopped after just six minutes• Why Matt believes the rebrand was essential to landing Sainsbury's and ASDA• Balancing commercial growth with genuinely sticking to your valuesA cracking real-world example of what can happen when the beer, purpose and brand finally start telling the same story.HELPFUL LINKSBranding for Brewerieshttps://thebrandweaver.co.uk/branding-for-breweriesFree Brewery Newsletterhttps://thebrandweaver.co.uk/brewery-newsletterThe Brand Weaverhttps://thebrandweaver.co.uk/Branding for Breweries bookhttps://amzn.eu/d/04KdwFswSPONSORED BY CHARLES FARAMSupplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed.https://www.charlesfaram.com/
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  Brewery Marketing: How Vault City Builds Unmissable Beer Releases 09.09.2026 39m

  Most breweries cannot outspend the biggest beer brands.Vault City has built its reputation by using ideas, packaging, photography and human creativity to make its major releases almost impossible to ignore.In this episode of Branding for Breweries, Tim Weaver is joined by Richard Wardrop and Gavin Hill from Vault City Brewing to explore everything that happens between having a wild beer idea and putting it out into the world.They explain how Vault City decides which concepts are worth brewing, why flavour still comes before the gimmick and how cultural moments, nostalgic flavours, international markets and customer suggestions feed into the development process.Richard and Gav also reveal why major releases are planned six to nine months in advance, how they decide which beers deserve extra creative investment and why packaging and photography can turn a collection of beers into a complete experience.The conversation also tackles AI-generated creative work, growing consumer demand for authenticity and what smaller breweries can do when they do not have an experienced photographer or large marketing team.IN THIS EPISODE• How Vault City develops new beer concepts• Why the flavour has to work first• Planning major releases six to nine months ahead• Using packaging to make a release feel special• Building photography around flavour and ingredients• Competing for attention on social media• Why creativity can help smaller breweries punch above their weight• Creating media packs for bars, bottle shops and wholesalers• AI-generated content and the return of visible human effort• Simple beer photography advice for smaller breweries• Finding unexpected creative talent within your existing teamABOUT THE GUESTSRichard Wardrop leads marketing, brand and communications at Vault City Brewing.Gavin Hill is Vault City’s in-house photographer and an experienced food and drink photographer, creating the visual worlds surrounding the brewery’s releases.CONNECT WITH VAULT CITYWebsitehttps://vaultcity.co.uk/Instagramhttps://www.instagram.com/vaultcitybrewing/Richard Wardrop on LinkedInhttps://www.linkedin.com/in/richard-wardrop/Gavin Hill on Instagramhttps://www.instagram.com/vaultcitygav/Gavin Hill on LinkedInhttps://www.linkedin.com/in/gavin-hill-47638a56/CONNECT WITH TIM WEAVERBranding for Brewerieshttps://thebrandweaver.co.uk/branding-for-breweriesFree Brewery Newsletterhttps://thebrandweaver.co.uk/brewery-newsletterInstagramhttps://www.instagram.com/brandingforbreweries/LinkedInhttps://www.linkedin.com/in/thebrandweaver/Branding for Breweries bookhttps://www.amazon.co.uk/dp/B0FXS1YPXWPROUDLY SUPPORTED BY CHARLES FARAMBranding for Breweries is proudly supported by Charles Faram.Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed.https://www.charlesfaram.com/
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  Beer Festivals: How Breweries Can Stand Out, Sell More and Win New Customers 02.09.2026 33m

  Turning up with a table, a couple of kegs and hoping people remember you isn’t much of a beer festival strategy. A good festival can sell beer, build your audience and even open doors to new trade customers.In this episode of Branding for Breweries, Tim Weaver is joined by Dave from Craft Brew Festival to unpack how breweries can get far more value from beer festivals.Having worked across numerous Craft Brew Festival events, Dave has seen the breweries that consistently get noticed, the simple ideas that pull queues towards a stand and the mistakes that leave good breweries disappearing into the crowd.They get into everything from choosing the right beers and taking enough staff to building a stand people actually want to approach, creating memorable activations, using merch and giveaways, and making sure drinkers still remember your brewery the morning after.There’s also a much bigger commercial opportunity at stake.Dave explains how breweries can meet buyers, restaurants and potential trade customers at festivals, why every conversation matters, and why success shouldn’t simply be measured by how many empty kegs you take home.Because the best brewery festival strategy starts before the doors open and continues long after everyone has gone home.In This Episode• What breweries should decide before booking a beer festival • Why simply turning up and pouring beer isn’t enough • How festival drinkers behave differently to pub and taproom customers • What the best-performing breweries consistently get right • How small breweries can stand out alongside much bigger brands • Simple festival stand ideas that get people talking • Why memorable activations don’t need huge budgets • How stickers, merch and giveaways can keep your brewery remembered • The ideal team size for a beer festival • Why every person at your stand could be an important customer • How festivals can lead to new trade accounts • What beers breweries should actually take • Why four beers can be a sweet spot • Cheap ideas that pull people towards your stand • Using social media before, during and after the festival • Mystery beers, competitions and other reasons to visit your stand • How to measure whether a beer festival was worthwhile • Why empty kegs aren’t the only measure of success • Turning festival drinkers into taproom and webshop customers • How to follow up properly after the eventAll of those topics come directly from the discussion, including examples such as visible beer lines, slushies, live illustration, bowls of crisps, temporary tattoos, mystery kegs and festival follow-up.About Craft Brew FestivalCraft Brew Festival runs beer festival events bringing breweries, drinkers, music, food and entertainment together.Dave has worked across the festival series and has seen first-hand what breweries can do to make more of the opportunity, from their beer selection and stand design to customer engagement and post-event follow-up.About Branding for BreweriesBranding for Breweries is the podcast for brewery owners, founders, marketers and sales teams who want to build stronger brands, attract more drinkers and sell more beer.Hosted by brewery brand strategist Tim Weaver, each episode gets into the practical branding, marketing, sales and business decisions behind stronger independent breweries.Connect With Craft Brew FestivalWebsite: https://craftbrewfestival.co.ukConnect With Tim WeaverFree Brewery Newsletter: https://thebrandweaver.co.uk/brewery-newsletterBranding for Breweries Instagram: https://www.instagram.com/BRANDINGFORBREWERIESLinkedIn: https://www.linkedin.com/in/thebrandweaver/Branding for Breweries book: https://amzn.eu/d/04KdwFswProudly Supported By Charles FaramBranding for Breweries is proudly supported by Charles Faram.Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed.https://www.charlesfaram.com
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  Beer Marketing: How Tiny Rebel Launches Beers People Actually Care About | Scott Browne 26.08.2026 35m

  Making a great beer doesn't mean people are going to care when you release it. “New beer out now” isn't a launch strategy.In this episode of Branding for Breweries, Tim Weaver is joined by Scott Browne, Head of Marketing at Tiny Rebel, to unpack what breweries can do to turn a new beer release into something people actually notice, talk about and buy. Scott’s current role at Tiny Rebel is confirmed on his public profile.Scott explains why breweries need to start marketing a beer before launch day, how the rule of seven can help build familiarity and why the strongest launches give drinkers multiple reasons to care before asking them to buy.They also break down Tiny Rebel's approach to collaborations, including its launch with Whocult, where the beer became much more than a new can through events, merch, giveaways, content and a creative idea that made sense for both audiences. Tiny Rebel has also publicly shared that Whocult collaboration and the thinking behind the brand fit.Tim and Scott also get into why breweries should steal ideas from fashion, lifestyle and entertainment brands, why the best brands sell a feeling rather than simply a product, and how community, culture and beer quality work together to turn first-time buyers into loyal drinkers.Plus, Scott takes us behind the launch of Tiny Rebel's Welsh lager Yma O Hyd, and explains how Welsh culture, sport, music, design and local identity were brought together to create something designed to mean more than simply another lager. Tiny Rebel currently describes Yma O Hyd around the idea “Still Here. Still Welsh”.In This Episode• Why “new beer out now” isn't enough • The rule of seven and why familiarity matters • How far ahead breweries should start marketing a beer • Building a four-week beer launch plan • What to talk about before launch day • Why great collaborations need genuine brand alignment • Inside Tiny Rebel's collaboration with Whocult • Using events, merch, PR and giveaways around a beer release • When breweries should go all-in on a launch • Why some brewery collaborations feel forced • What beer can learn from fashion and lifestyle brands • Why breweries should think like social-first brands • Selling the feeling rather than simply selling the beer • Finding the audience your brewery actually wants • Why marketing to everyone usually means connecting with no one • How breweries can market effectively without huge budgets • Building local community as well as online reach • When paid advertising makes sense • Inside the launch strategy for Tiny Rebel's Yma O Hyd • Why the can deserves as much thought as the beer • The biggest beer launch mistake breweries keep makingAbout Scott BrowneScott Browne is Head of Marketing at Tiny Rebel, Wales' largest independent craft brewery. Before joining Tiny Rebel, Scott spent five years working with AU Vodka, giving him experience of product launches and drinks marketing beyond beerAbout Branding for BreweriesBranding for Breweries is the podcast for brewery owners, founders, marketers and sales teams who want to build stronger brands, attract more drinkers and sell more beer.Hosted by brewery brand strategist Tim Weaver, each episode gets into the practical branding, marketing, sales and business decisions behind stronger independent breweries.Connect With Tiny RebelWebsite: https://www.tinyrebel.co.ukInstagram / TikTok: @tinyrebelbrewcoConnect With Tim WeaverFree Brewery Newsletter: https://thebrandweaver.co.uk/brewery-newsletterBranding for Breweries Instagram: https://www.instagram.com/BRANDINGFORBREWERIESLinkedIn: https://www.linkedin.com/in/thebrandweaver/Branding for Breweries book: https://amzn.eu/d/04KdwFswProudly Supported By Charles FaramBranding for Breweries is proudly supported by Charles Faram.Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed.https://www.charlesfaram.com
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  Brewery Video: A Low-Effort Content Strategy for Busy Breweries | Bryant Vander Weerd 19.08.2026 37m
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  Cask Beer: Can It Win the Next Generation? | Paul Matthews 12.08.2026 43m

  Cask beer is supposedly in decline.But the real picture is nowhere near that simple.Some heritage brands are growing. Independent breweries are thriving with cask. Younger drinkers are discovering it in pockets across the UK. And the pubs getting quality right are proving there is still plenty of life in one of Britain's most distinctive beer formats.In this episode of Branding for Breweries, Tim Weaver is joined by Paul Matthews of Harvey's Brewery to ask what cask beer actually needs to do if it wants to win its next generation of drinkers.Paul has spent 26 years in the beer industry, including nine years at Timothy Taylor's as well as time with Carlsberg and Coors, giving him a pretty useful view of where cask has been, where it is now and where it could go next.They get into whether the numbers really tell the whole story of cask's decline, why younger drinkers are embracing it in some places but ignoring it in others, and why Paul believes Wetherspoons can actually be a force for good for cask beer.They also unpack what breweries can learn from Guinness, why quality and consistency at the bar matter just as much as the liquid leaving the brewery, the opportunity around nitro and cooler serves, and how heritage breweries can modernise without looking like they're desperately trying to be the cool kid in the room.And looking further ahead, could cask eventually become the next major movement on the bar?In This Episode• Is cask beer really in decline? • Why the available data doesn't tell the whole story • Where younger drinkers are discovering cask beer • Why Sheffield and Bristol are interesting cask markets • Is Wetherspoons good or bad for cask? • What cask breweries can learn from Guinness • Why quality, consistency and the perfect pour matter • Who is responsible for educating pubs about cask? • Can nitro and cooler beer formats attract new drinkers? • How heritage breweries can innovate without losing credibility • Why provenance alone is no longer enough • What Paul would do if he launched a cask brewery today • Why collaborations between heritage and modern breweries work • Should cask breweries really be chasing younger drinkers? • Could cask become the next big thing on the bar? • What the next five years could look like for cask beerAbout Paul MatthewsPaul Matthews has spent 26 years working in the beer industry and is currently with Harvey's Brewery.His career has included nine years at Timothy Taylor's as well as roles with Carlsberg and Coors, giving him experience across some of the biggest names in British beer alongside two breweries with deep roots in cask.About Branding for BreweriesBranding for Breweries is the podcast for brewery owners, founders, marketers and sales teams who want to build stronger brands, attract more drinkers and sell more beer.Hosted by brewery brand strategist Tim Weaver, each episode gets into the practical branding, marketing, sales and business decisions behind stronger independent breweries.Connect With Tim WeaverFree Brewery Newsletter: https://thebrandweaver.co.uk/brewery-newsletterBranding for Breweries Instagram: https://www.instagram.com/BRANDINGFORBREWERIESLinkedIn: https://www.linkedin.com/in/thebrandweaver/Branding for Breweries book: https://amzn.eu/d/04KdwFswProudly Supported By Charles FaramBranding for Breweries is proudly supported by Charles Faram.Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed.https://www.charlesfaram.com
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  Brewery Branding: Why Great Brands Look Effortless | Matty McMullen 05.08.2026 47m

  The best brewery brands can look almost effortless.The reality is there's usually a hell of a lot of thinking, testing and problem solving happening behind the scenes.In this episode of Branding for Breweries, Tim Weaver is joined by designer, illustrator and Brand Weaver Collective member Matty McMullen to unpack what actually goes into creating great brewery branding.Why do some brewery brands feel instantly recognisable while others struggle to hold together? How far can you push an idea before you lose the drinker? And what separates simply making something look good from building a brand that actually works?Tim and Matty get into the hidden work behind strong brewery brands, from creative briefs and budgets to trust, testing ideas, challenging bad decisions and building consistency across every touchpoint.They also explore how breweries can balance the familiar with the unexpected, evolve without throwing away everything people already recognise, work with multiple artists without creating a visual mess, and why the best creative relationships become genuine partnerships over time.Because the brands that look effortless rarely are.In This Episode• Why great brewery branding only looks effortless• What makes some brewery brands instantly recognisable• Balancing familiar and unexpected ideas in beer branding• How far you can push a brewery brand before it stops working• Evolving an established brand without losing existing drinkers• Why designers should solve problems rather than simply make things look pretty• What breweries should actually put in a creative brief• Why honest budget conversations can lead to better work• When testing a bad idea is actually useful• Building trust between breweries and creative partners• Why breweries need someone protecting brand consistency• Creating a complete brand world beyond the beer can• Working with different artists without losing your identity• Finding memorable brewery brand touchpoints• How smaller breweries can get more from creative collaboration• Why the best creative relationships improve over timeAbout Matty McMullenMatty McMullen is a designer and illustrator working across beer, drinks and independent brands.He also works alongside Tim as part of The Brand Weaver Collective, bringing specialist creative thinking, illustration and design to brewery branding projects.About Branding for BreweriesBranding for Breweries is the podcast for brewery owners, founders, marketers and sales teams who want to build stronger brands, attract more drinkers and sell more beer.Hosted by brewery brand strategist Tim Weaver, each episode gets into the practical branding, marketing, sales and business decisions behind stronger independent breweries.Connect With Matty McMullenAdd Matty's confirmed website/social links here.Connect With Tim WeaverFree Brewery Newsletter:https://thebrandweaver.co.uk/brewery-newsletterBranding for Breweries Instagram:https://www.instagram.com/BRANDINGFORBREWERIESLinkedIn:https://www.linkedin.com/in/thebrandweaver/Branding for Breweries book:https://amzn.eu/d/04KdwFswProudly Supported By Charles FaramBranding for Breweries is proudly supported by Charles Faram.Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed.https://www.charlesfaram.com
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  Brewery Business: You Can Brew Great Beer And Still Go Bust | Brad Pendleton 29.07.2026 45m

  You can brew incredible beer, have a packed taproom and still build a brewery that doesn't make money. Because great beer is only one part of running a successful brewery.In this episode of Branding for Breweries, Tim Weaver is joined by Brad Pendleton, a beer industry veteran with around 40 years of experience across retail, distribution and breweries, to unpack the business behind running a profitable brewery.Having worked across all three tiers of the US beer industry and visited more than 1,700 breweries across the United States, Brad has seen first-hand what separates breweries that last from those that struggle.And his advice is pretty blunt:Build your business before you build your brewery.Tim and Brad get into the numbers brewery owners need to understand, why a busy taproom doesn't necessarily mean a profitable one, how much working capital breweries underestimate, and why hospitality can matter just as much as the beer itself.They also explore taproom versus wholesale models, choosing and working with distributors, the importance of a dependable core range, resisting every new beer trend and why breweries need to make decisions based on profitability rather than passion alone.In This Episode• Why great beer alone won't build a successful brewery• The numbers every brewery owner needs to understand• Why busy doesn't always mean profitable• Working capital and one of the biggest mistakes new breweries make• Taproom versus wholesale brewery models• Why hospitality keeps drinkers coming back• When brewery distribution actually makes sense• Choosing the right beer distributor• Why distributors aren't simply delivery companies• The importance of knowing your margins by beer and sales channel• Why too many tap lines can actually hurt your beer• Why core beers build breweries• Innovation versus consistency• How to respond to changing drinker habits without losing your identity• What breweries should be doing during a difficult marketAbout Brad PendletonBrad Pendleton has spent around 40 years in the US beer industry, working across retail, wholesale and brewery businesses.His experience includes running major hospitality venues, working for one of Colorado's largest beer distributors, helping create the specialty craft division at MillerCoors and working with breweries and beer brands across the United States.Most recently, his work with Pub Pass saw him visit more than 1,700 breweries across America in four years, giving him a particularly interesting view of what successful breweries consistently get right.Connect With Brad PendletonEmail:mcbeerman88@gmail.comConnect With Tim WeaverWebsite:https://www.thebrandweaver.co.ukFree Brewery Newsletter:https://www.thebrandweaver.co.uk/brewery-newsletterLinkedIn:https://www.linkedin.com/in/thebrandweaver/Instagram:https://www.instagram.com/BRANDINGFORBREWERIES/Proudly Supported By Charles FaramBranding for Breweries is proudly supported by Charles Faram.Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed.https://www.charlesfaram.com
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  How To Avoid Costly Beer Label Mistakes 22.07.2026 1h 1m

  Creating a standout beer brand is hard enough.Having to redesign it after launch because it breaches industry regulations is even harder.In this episode of Branding for Breweries, Tim Weaver is joined by Matt Lambert and Laura Demorais from the Portman Group to demystify one of the UK's most misunderstood organisations and explain how breweries can confidently launch new beers without falling foul of the Code of Practice.From can labels and pump clips to beer names, illustrations, point of sale material and marketing campaigns, Matt and Laura explain exactly what the Portman Group looks for, the most common mistakes breweries make and how producers can use the completely free advisory service to avoid costly redesigns before products ever reach the shelf.If you've ever wondered where the line is between creative branding and regulatory compliance, this conversation provides practical guidance every brewery owner, designer and marketer should hear.In This Episode• What the Portman Group actually does• Why so many breweries misunderstand the complaints process• The free advisory service every brewery should be using• Common beer label mistakes• Designing packaging that remains compliant• How complaints are assessed• The truth about under-18 appeal• Naming beers without creating problems• Pump clips, point of sale and brewery marketing• Practical advice before launching your next beerAbout The GuestsMatt Lambert is Chief Executive of the Portman Group, the UK's self-regulatory body for alcohol marketing, promotion and sponsorship.Laura Willoughby leads the Portman Group's Advisory Service, helping breweries, cider makers, wineries and distillers launch products that comply with the Code of Practice while retaining strong commercial branding.Together they provide practical support, confidential advice and education to producers across the UK drinks industry.Show NotesLearn more about The Portman GroupThe Advisory Service: https://www.portmangroup.org.uk/advice/The complaints process: https://www.portmangroup.org.uk/complaints/The Code of Practice: https://www.portmangroup.org.uk/codes-of-practice/The Independent Complaints Panel: https://www.portmangroup.org.uk/panel/Previous decisions: https://www.portmangroup.org.uk/icp/Connect with Tim WeaverWebsitehttps://www.thebrandweaver.co.ukFree Brewery Newsletterhttps://www.thebrandweaver.co.uk/brewery-newsletterLinkedInhttps://www.linkedin.com/in/timweaverbrand/Instagramhttps://www.instagram.com/thebrandweaver/Listen to more Branding for Breweries episodes on Spotify, Apple Podcasts and YouTube.Proudly Supported By Charles FaramThis episode of Branding for Breweries is proudly supported by Charles Faram.For over 160 years, Charles Faram has been supplying and developing the best quality hops from around the world to help brewers create great beer. Grower owned and brewer focused, they're dedicated to helping breweries of all sizes brew exceptional beer.Find out more at:https://www.charlesfaram.com
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  How To Name Your Beer So It Stands Out And Sells | Mike Gertz 15.07.2026 41m

  A great beer name can stop someone in their tracks.A bad one can disappear into a sea of thousands of other beers.In this episode of Branding for Breweries, Tim Weaver is joined by Mike Gertz, former Creative Director at Rhinegeist Brewery, to explore the strategy behind naming beers people remember, talk about and buy.With thousands of breweries competing for attention, finding an available beer name is only the beginning. Mike shares how Rhinegeist approached beer naming, created memorable product families, balanced creativity with clarity and avoided expensive trademark problems.They also get into consumer psychology, testing names before launch, why shorter names often work better and how a strong beer naming system can strengthen your entire brewery portfolio.Whether you're naming your first core beer or your hundredth seasonal release, there are plenty of practical ideas here to steal for your next naming session.• Why naming beer is harder than ever• What makes a beer name memorable• Building names that fit your brewery brand• Creativity versus clarity• Creating beer name families across a portfolio• How consumer psychology affects naming• Avoiding trademark and legal problems• Testing beer names before launch• Why shorter names often work better• A practical framework for naming your next beerMike Gertz is the former Creative Director at Rhinegeist Brewery, one of America's largest independent craft breweries. During his time there, he helped shape its brand portfolio through naming strategies, brand systems and creative campaigns.Mike now works independently with breweries and consumer brands on naming, strategy and brand development.Connect with Mike GertzInstagram:https://www.instagram.com/gertzml/LinkedIn:https://www.linkedin.com/in/mikegertz/Connect with Tim WeaverWebsite:https://www.thebrandweaver.co.ukFree Brewery Newsletter:https://www.thebrandweaver.co.uk/brewery-newsletterLinkedIn:https://www.linkedin.com/in/timweaverbrand/Instagram:https://www.instagram.com/thebrandweaver/Explore the full Branding for Breweries podcast archive on Spotify, Apple Podcasts and YouTube for more practical conversations about beer branding, brewery marketing and business growth.This episode of Branding for Breweries is proudly supported by Charles Faram.For over 160 years, Charles Faram has been supplying and developing hops from around the world to help brewers create great beer. Grower owned and brewer focused.https://www.charlesfaram.com
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  Beer Quality: How Do You Know If Your Beer Is Actually Good Enough? | Max Finnance 08.07.2026 36m

  Your mates love your beer.Your regulars say it's fantastic.But how do you know if your beer is actually good enough?In this episode of Branding for Breweries, Tim Weaver is joined by Master Cicerone and BJCP Grand Master Judge Max Finnance to explore one of the most important, and least discussed, parts of running a brewery: beer quality.Max explains how breweries can assess their beer more honestly, spot problems before drinkers do and build better quality control and sensory programmes.They get into beer competitions, off flavours, sensory panels, consistency, when a batch should be dumped and the uncomfortable question every brewery needs to ask: can great branding ever make up for bad beer?• Why friends and regulars aren't always the best judges of your beer• How beer competitions can improve quality• Common beer faults breweries miss• Building a practical brewery quality programme• Sensory training and tasting panels• Why consistency matters• Homebrew versus commercial brewing• Mistakes breweries make when entering competitions• Can branding overcome poor beer quality?• When a batch should be dumpedMax Finnance is a Master Cicerone, BJCP Grand Master Judge, Pommelier, Certified Specialist of Spirits and independent beverage consultant. He works with breweries, cider producers and drinks brands across North America on quality systems, sensory programmes, product development and staff training.Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries.Max FinnanceInstagram:https://www.instagram.com/maxfinnance/LinkedIn:https://www.linkedin.com/in/max-finnance/Email:max@maxbevconsulting.comWant more brewery branding, marketing and growth insights?Sign up to the Branding for Breweries newsletter:https://thebrandweaver.co.uk/brewery-newsletterExplore the full back catalogue of Branding for Breweries on Spotify, Apple Podcasts, YouTube and your favourite podcast platform.In this episodeAbout Max FinnanceShow Notes
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  How To Describe Beer So More People Buy It | Natalya Watson 01.07.2026 36m

  Most breweries know how to brew great beer.Far fewer know how to describe it in a way drinkers actually understand.In this episode of Branding for Breweries, Tim Weaver is joined by beer sommelier, educator, author and podcast host Natalya Watson to explore one of the most overlooked skills in brewing and beer marketing: flavour communication.Together they unpack why so many breweries rely on ingredient lists and brewing jargon instead of flavour focused descriptions, how consumers actually experience aroma, taste and texture, and how breweries can create beer descriptions that are easier to understand, more memorable and ultimately more effective at driving sales.From Citra and Mosaic to Soleros, Colin the Caterpillar and Fruitellas, this conversation dives deep into the science of flavour perception, beer tasting, sensory education and practical ways breweries can communicate more effectively with drinkers.Whether you're a brewer, marketer, salesperson or taproom team member, this episode will change the way you talk about beer.• Why breweries struggle to describe beer effectively• The difference between taste, aroma and texture• How consumers actually experience flavour• Why hop varieties alone don't help most drinkers• How to translate brewing language into customer language• Creating beer descriptions that match your brand voice• The role of nostalgia and memory in flavour perception• Practical sensory training for brewery teams• How better beer descriptions can improve salesABOUT NATALYA WATSONNatalya Watson is a beer sommelier, educator, author and drinks communicator. She has worked across hospitality, marketing and beer education, including roles with Duvel and the Wine & Spirit Education Trust (WSET). Natalia is the author of Beer: Taste the Evolution in 50 Styles and host of the Cheers With Nat podcast.ABOUT BRANDING FOR BREWERIESFollow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries.SHOW NOTESNatalia WatsonWebsite: https://beerwithnat.com/Instagram: https://www.instagram.com/cheers_with_nat/Book: Beer: Taste The Evolution In 50 StylesAdditional Resources MentionedMandy Naglich – How To Tastehttps://howtotastebook.com/Mark Dredge – Beer: A Tasting Coursehttps://www.beerdredge.com/product-page/beer-a-tasting-courseSietze Wijma – Art Of Tastinghttps://www.instagram.com/artoftasting/Specific post discussed:https://www.instagram.com/p/DZUSfFtjfOO/?hl=en-gb&img_index=1Allagash Blog Examplehttps://www.allagash.com/discover/about-beer/whats-an-imperial-stout/WSET Beer Lexiconhttps://www.wsetglobal.com/media/14330/wset_l2beer_sat_en_dec2023_issue1.pdfWSET Beer Courseshttps://www.wsetglobal.com/qualifications/where-to-study-beerWant more brewery branding, marketing and growth insights?Sign up to the Branding for Breweries newsletter:https://thebrandweaver.co.uk/brewery-newsletterAnd explore the full back catalogue of Branding for Breweries on Spotify, Apple Podcasts, YouTube and your favourite podcast platform.
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  Should Drinkers Care Who Owns Their Beer? | The Indie vs Craft Beer Debate 17.06.2026 43m

  Should drinkers care who owns their beer?Can a brewery still be considered craft if it is owned by a global beer company? And what is the real difference between craft beer and indie beer anyway?In this episode of Branding for Breweries, Tim Weaver sits down with Neil Walker from SIBA and the Indie Beer campaign, alongside Jez Galaun, Co Founder of Brixton Brewery, to tackle one of the most debated topics in modern brewing.Together they explore the evolving definitions of craft beer and indie beer, the impact of brewery acquisitions, whether consumers really care about ownership, and why transparency matters more than ever. The conversation also dives into market access, pub taps, consumer behaviour, brewery growth, and what independent breweries can learn from larger beer brands.Whether you're a brewery owner, beer marketer, publican or passionate drinker, this episode offers a balanced and thought provoking look at one of the biggest questions facing the beer industry today.What craft beer actually means in 2026Why the Indie Beer campaign was createdWhether brewery ownership matters to consumersThe challenges facing independent breweriesAccess to market and the battle for pub tapsWhat breweries can learn from larger beer companiesWhy transparency and trust matterWhether ownership changes the beer in the glassABOUT NEIL WALKERNeil Walker is Head of Communications at SIBA and one of the driving forces behind the Indie Beer campaign, which aims to help drinkers identify and support genuinely independent breweries.ABOUT JEZ GALAUNJez Galaun is Co Founder of Brixton Brewery. Since launching Brixton in South London, he has helped build one of the UK's most recognised modern beer brands and has experienced first hand the opportunities and challenges that come with becoming part of the Heineken portfolio.Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries.USEFUL LINKS🍺 From Tim and Branding for BreweriesSign up to the Branding for Breweries newsletterhttps://thebrandweaver.co.uk/brewery-newsletterBuy the Branding for Breweries bookhttps://amzn.eu/d/00WWplaDFollow Branding for Breweries on Instagramhttps://www.instagram.com/BRANDINGFORBREWERIESConnect with Tim on LinkedInhttps://www.linkedin.com/in/thebrandweaver/🍻 Neil Walker, SIBA and Indie BeerVisit the SIBA websitehttps://siba.co.uk/Check out the Indie Beer campaignhttps://indiebeer.uk/Follow Neil on Instagramhttps://www.instagram.com/neil_edward/🏭 Jez Galaun and Brixton BreweryVisit Brixton Breweryhttps://brixtonbrewery.com/Follow Brixton Brewery on Instagramhttps://www.instagram.com/brixtonbrewery/Follow Jez on Instagramhttps://www.instagram.com/mrbrixt0n/
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  Why Your Brewery Isn't Making As Much Money As You Think | Chris Farmand 10.06.2026 36m

  Most breweries don't have a sales problem.They have a profit problem.In this episode of Branding for Breweries, Tim Weaver is joined by Chris Farmand, Founder of Small Batch Standard, one of North America's leading brewery finance and benchmarking specialists.Drawing on data from more than 500 breweries across the US and Canada, Chris shares the biggest mistakes brewery owners make when it comes to profitability and reveals where breweries are leaving money on the table.From taproom pricing and staff training to events, merchandise, food offerings and local distribution, this episode explores the practical changes that can dramatically improve brewery profitability without brewing a single extra pint.If you're a brewery owner looking to increase margins, improve taproom performance and build a more sustainable business, this episode is packed with actionable advice.IN THIS EPISODEWhy profitable breweries think differentlyThe hidden profit leaks hurting brewery growthWhy pricing is the biggest lever in your businessHow staff can dramatically increase taproom salesThe surprising impact of food on beer salesWhy merchandise is often under utilisedHow to use distribution to drive taproom trafficBuilding a brewery that runs like a businessABOUT CHRIS FARMANDChris Farmand is the Founder of Small Batch Standard, a specialist brewery accounting, tax and benchmarking consultancy. Over the last fifteen years, Chris and his team have worked with hundreds of breweries across North America, helping them improve profitability, understand their numbers and build stronger businesses.Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries.USEFUL LINKS🍺 From Tim and Branding for BreweriesSign up to the Branding for Breweries newsletterhttps://thebrandweaver.co.uk/brewery-newsletterBuy the Branding for Breweries bookhttps://amzn.eu/d/00WWplaDFollow Branding for Breweries on Instagramhttps://www.instagram.com/BRANDINGFORBREWERIESConnect with Tim on LinkedInhttps://www.linkedin.com/in/thebrandweaver/📊 Chris Farmand and Small Batch StandardVisit Small Batch Standardhttps://sbstandard.com/Connect with Chris Farmand on LinkedInhttps://www.linkedin.com/in/chrisfarmand/Follow Small Batch Standard on LinkedInhttps://www.linkedin.com/company/small-batch-standard/Watch Small Batch Standard on YouTubehttps://www.youtube.com/@sbstandardContact Chrischris@sbstandard.comFree Listener Profit Strategy Callhttps://sbstandard.com/profit-strategy-call-brand-weaver/
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  How To Create A Brand That Sells More Beer 20.05.2026 1h

  In this special episode of Branding for Breweries, the full Brand Weaver Collective deliver their sell out BeerX presentation:How To Build A Brand That Sells More Beer.Together, the team breaks down the three essential pillars every brewery needs to grow in today’s crowded beer market:• Brand Strategy• Identity Design• MarketingThe episode explores:• Why great beer alone is no longer enough• How breweries get distracted by “shiny object syndrome”• Why strategy is the foundation of every successful brand• How design acts as a signal to attract the right drinkers• The role culture now plays in brewery branding• Why consistency matters more than ever• How to turn marketing activity into real momentum• The opportunities and dangers of AI for breweries• Why alignment between strategy, design and marketing changes everythingFeaturing:• Tim Weaver• Harrie Kelly• Matty McMullen• Jack CoomberIf you want your brewery brand to stand out, attract the right audience and ultimately sell more beer, this episode is packed with practical advice you can implement immediately.Follow Branding for Breweries for more conversations on brewery branding, marketing and growth.Keywordsbrewery branding, brewery marketing, beer brand strategy, craft beer marketing, brewery design, brewery identity, brewery business growth, indie beer branding, brewery social media, branding for breweries