The Focus That Jarnit-Bjergsoe Feels Evil Twin & Others Need to Center On Now

Photo courtesy Evil Twin Brewing

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.

Jeppe Jarnit-Bjergsoe, owner, Evil Twin — New York

BREWER: How have recent challenges in your position helped make you better? What were those “pain points” and how did you solve or adjust to the issue?
JARNIT-BJERGSOE: The decline of craft beer in general has brought some new challenges requiring changes in how we do things. Fortunately for us we are still a small family-owned company so we can adjust accordingly. We recently changed our brew schedule to accommodate some of those changes.

BREWER: What has been your brewery’s most recent accomplishment and how is it going to improve your business going forward?
JARNIT-BJERGSOE: I see one of our best accomplishments that we have stayed family owned (believe me, we have been offered a lot), which has resulted in not doing an unrealistic growth like so many of our colleagues that are now at a size where the impact of the declining craft beer sale is way larger.

BREWER: How did you start in the industry and why do you still want to be a part of it?
JARNIT-BJERGSOE: I started home brewing 20-plus years ago, started the company in 2010 because I felt I could contribute with something new. I want to be a part of it because I’m proud of what we have accomplished and proud that we have managed to stay 100% independent.

BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
JARNIT-BJERGSOE: All our Lagers. We are the only brewery in the city that foudre-age all our Lagers and I think the result is both unique and some of the best the city has to offer in terms of Lagers.

READ MORE: Two Craft Founders Up for Prestigious James Beard Award

BREWER: Be it in styles, ingredients, business strategies or sales & marketing techniques, what are some recent industry trends that you’ve tried or are excited about trying this year?
JARNIT-BJERGSOE: Barrel-aged Barleywines getting the hype they deserve. To me that’s the most complex style craft beer has to offer and while it took a long time for people to understand (Stout was king!). I feel that finally they are getting the recognition they deserve!

BREWER: What are some adaptations to business practices in the industry that you’ve observed over these past few years, and how has your brewery adjusted to stay competitive?
JARNIT-BJERGSOE: Focus more on taprooms than to-go sales and focus and focus more on getting non-beer nerds to come to your taprooms because at the end of the day they are the ones that’s going to pay the bills.

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