Peaceful Side Brewery has found that a beer release becomes more meaningful when the story behind it is as intentional as the liquid itself. For Chris Meadows, Head of Brewery Operations, the narrative is not a marketing afterthought, instead it is a framework that shapes how the brewery presents new products, engages customers and organizes its internal workflow.
Meadows said the brewery’s monthly release program, which includes a narrative posted to the brewery’s website, launched in early 2025 and quickly proved its value.
“It has increased the frequency of taproom visits and boosted our to-go 4-pack sales,” he said about the Maryville, Tennessee brewery.
The cadence of posts and releases have created anticipation among locals, helping the brewery strengthen its role as a community hub. Customers, he noted, return not just for the beer but for the continuity of new chapters in an ongoing storyline.
Each release receives a dedicated feature on the brewery’s Behind the Brews webpage, a home for long-form storytelling that the marketing team can integrate across multiple platforms. The addition of QR codes on cans has extended that reach.
“Not everyone wants the full backstory but offering it as an option enriches the experience for those who do,” Meadows told Brewer. “It creates a deeper sense of connection to the brand, which ultimately drives customer satisfaction and builds loyalty.”
Because the narratives originate with Meadows — who also develops the recipes — each story carries what he views as a level of authenticity some breweries struggle to achieve.
“In some breweries, Marketing drives the production calendar but, in our process, the inspiration is allowed to take the lead,” he said. “This feels much more natural than some places I have worked in the past.”
Meadows’ background helps shape that approach. Raised by a photographer and a longtime educator, he grew up with both visual and narrative influences at home. His creative streak continued through high school yearbook photography, writing clubs, college newspaper work and even a stint winning writing competitions. Before entering brewing, he earned a degree in visual communications and spent several years as a club DJ. It was an unlikely training ground that taught him how to create and promote his own brand.
“The art of talking about yourself and your creative efforts is often overlooked,” he said. “But in reality, it’s a critical part of finding success.”
Those experiences influence the visual and written elements that accompany each new beer. Label design, photography and the taproom presentation are planned well ahead of time, tied tightly to the story Meadows is building.
“Label design needs to be finalized well before brew day, so careful planning is essential,” he said.
He typically lays out the release calendar three to four months in advance, collaborates with the Head Brewer on recipes and aligns with the marketing team on labels and social assets. The early planning, he added, has streamlined operations and helped reduce costs through label-ordering efficiencies.
“Each department knows what’s expected and is fully equipped to deliver,” he said. “No one feels behind, and we all know the next move.”
The stories themselves are designed to add dimension to beers meant to be accessible without explanation. Meadows believes the added context deepens a customer’s relationship with the brand.
“Our labels and stories are closely tied to our brand, creating a ‘chapter’ feel within the larger story of Peaceful Side Brewery,” he said.
Return to Reason, a fall Brown Ale, reflects the seasonal atmosphere around the Great Smoky Mountains; while A Path of Steps and Stories, an Amber Rye Saison, carries personal weight for Meadows, who said it draws from his early career at SweetWater, his admiration for Blackberry Farm’s original Saison series and his own professional path that eventually brought him to the former Blackberry Farm facility.
“This beer name reflects the journey I’ve taken — one step at a time — with gratitude for the past,” he said. “It’s my own recipe, but it pays homage to the experiences that shaped me.”
The storytelling doesn’t end online. Meadows coordinates brew and packaging days with the marketing team to ensure every release includes photos and video assets that reinforce the narrative.
On “Feature Friday” release nights, he moves between tables in the taproom, sharing the stories behind the beers with guests. Those interactions, he said, create a sense of insider access that keeps customers returning.
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“They don’t just get an inside look, they feel like they’re part of an exclusive club,” he said.
That personal connection, Meadows argued, is a competitive advantage many breweries overlook.
“Many brewers I’ve met over the years don’t share the same desire to connect directly with people, but for me, it comes naturally,” he said.
He sees the role as a bridge between departments, helping Production, Sales and Marketing operate with a shared sense of purpose.
The ‘Behind the Brews’ platform gives the marketing team a central hub to build from, Meeadows said, and he sees future opportunities to expand the storytelling even further. It could potentially expand through videos, behind-the-scenes features and additional taproom-based programming.
For Meadows, weaving narrative, visual identity and beer development together is not a gimmick. It’s a way to make sure every release feels intentional, which is rooted in a sense of place, crafted with transparency and supported by a clear plan.
“Our beers are crafted to be simple enough to enjoy without explanation, yet each carries a story that extends from its inspiration,” he said. “That’s what makes this program special. It’s not just beer, it’s a narrative you can taste.”
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