Although Her Day-to-Day is Quite Diverse as COO, Aslan’s Carter Misses This Aspect of Old Job

This is a part of a continuing series of Q&As with members of the brewing community from across the US. Brewer Magazine will share business and personal insights from Brewmasters, Head Brewers, Brewing Managers, Sales Directors, QCQA Managers and others each weekend to help you get to know each other better in the industry and learn more to better develop your own brand.

Layne Carter, Chief Operating Officer, Aslan Brewing — Bellingham, Washington

​BREWER: How does a typical day in your role look, and how do you balance operational demands with fostering a positive team environment?​
CARTER: A typical day in my role is a mix between meetings with distributors, brand partners, my department managers, and lots of computer time! It’s different every day which I enjoy​ — I never quite know what’s going to happen!

BREWER: Are there any recent accomplishments for the brewery you want to tout and how is it going to improve your business going forward?
CARTER: We are working on a new flagship IPA, a nice bright ​West ​Coast called Tide Breaker! We are also playing with some variations of our GABF Gold and Silver winner, Disco Lemonade Berliner Weiss, for potential stadium placements locally.

BREWER: What have you found to be the most effective way to handle customer feedback, both positive and negative?
CARTER: Always approach these situations with empathy and be as gracious as possible. When we get positive feedback, I try to save it in my memory bank for a day where I need a reminder that people do in fact like us! When we get negative feedback, someone is usually using Yelp/Google Reviews as an outlet for other stressors in their life. If we’re in the wrong, which has absolutely happened, I try my best to make it right with an earnest conversation about where we went wrong.

BREWER: What first drew you to the industry, and what keeps you passionate about being part of it today?
CARTER: I started as a beer writer for my college internship and a bartender. I love the way beer brings people together, whether it’s over business or an excuse to see friends. I’ve always been someone who wants to be on the ground level of whatever endeavor I’m pursuing, so operations in a brewery made all the sense in the world for me. I do miss being a customer​-facing bartender, though!

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BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
CARTER: I’ve gotta say, I’m lovin’ our Gold Goose Canadian Lager, and the Women of Aslan beer​ — Frauenbier Schwarzbier!

BREWER: What’s one piece of advice you’d give to new managers stepping into a role similar to yours?
CARTER: Don’t let perfection get in the way of progress. I used to find myself not wanting to submit something/show something to my team unless it was perfect– you’ll drive yourself crazy that way. Throw ideas at the wall and see what sticks!