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.
Chris Piscitello, Head Brewer, Wooden Robot Brewery — Charlotte
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?
PISCITELLO: We’ve faced a few recent challenges that have significantly honed my skills and adaptability. One major pain point was coordinating the implementation of a new in-house canning line. Canning lines are notoriously finicky, not just in terms of the technology and machinery, but also with maintaining quality and ensuring low dissolved oxygen (DO) levels to preserve freshness and flavor. The process involved a steep learning curve, requiring a deep dive into the intricacies of canning technology and extensive troubleshooting. We took a lot of time internally to ensure that our core beer maintains its quality and consistency across all packaging formats.
BREWER: What has been your brewery’s most recent accomplishment and how is it going to improve your business going forward?
PISCITELLO: We’re excited to announce that we’re now canning one of our most popular beers, Good Morning Vietnam, our Coffee Vanilla Blonde Ale! We started canning our flagship beers in-house in August 2023 and selling them exclusively in our two taprooms in Charlotte. Initially, we were concerned about maintaining the freshness of Good Morning Vietnam since we brew the beer using fresh, locally roasted coffee beans from Enderly Coffee Company in the recipe. But after enough tests and with a few light recipe adjustments, we’ve made this beer more shelf-stable while maintaining the same delicious taste our patrons love. This is a huge accomplishment for us to make a shelf-stable beer that maintains its flavor profile and freshness while using local ingredients. Being able to offer this beloved brand in six-pack cans will certainly bring more guests back, boost business in our taprooms, and expand our market reach.
BREWER: How did you start in the industry and why do you still want to be a part of it?
PISCITELLO: I started working in the industry at a local bottle shop in 2009. During my time there, I developed a deep passion for craft beer and the endless styles and flavor profiles that it offered. Eventually, I ended up taking over the craft beer program at the bottle shop, which provided a great learning opportunity for me. I began curating tap and package selections for our guests, and it was a wonderful opportunity to connect directly with the Charlotte beer community. In 2016, I transitioned to brewing under Dan Wade, the late co-founder and co-owner of Wooden Robot Brewery. Having a strong background, passion, and experience in different beer styles helped me prepare for the role and keeps me excited to still be working in it. I can’t see myself ever leaving the craft beer industry. Between the shared passion and camaraderie of brewers around the world and the ability to flex my creative muscles with fresh recipes and trends, there is always something new to learn and be excited about. I’ll always love making beer.
BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
PISCITELLO: Right now, I’ve been sipping on and enjoying our once-a-year release of Strawberry Swirl It! It’s a sour golden base beer that’s aged for several months in one of the oak foeders that we keep over at our wood-aging facility in NoDa, The Chamber by Wooden Robot. We then re-ferment it with a heavy load of local strawberries from Bush-N-Vine Farm in York, South Carolina, and then we add a touch of vanilla to enhance the fruit flavor and make it pop! It’s dangerously crushable and the perfect beer to enter the summer season.
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?
PISCITELLO: I’ve spent a lot of time focusing on Lagers over the last few years. I’m elated that we’re seeing so much traction across the industry with craft Lagers growing in popularity and staying power with the consumer. Lately, I’ve been designing and brewing non-traditional, hop-forward Pilsner styles, such as West Coast and New Zealand Pilsners. I’m excited to see where the industry trends go from here.
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?
PISCITELLO: At Wooden Robot, we’ve evolved from being just “a brewery” to offering a full experience. While having good beer was all you needed a decade ago, today in Charlotte, we’re surrounded by numerous wonderful brewers making diverse and tasty beer. To stand out, we’ve diversified our offerings with an in-house kitchen menu, a coffee shop, and a liquor program. These additions complement our beer offerings and drive traffic to our taprooms, giving guests multiple reasons to return. We’ve also put a larger focus on ways to be a part of the community rather than just serving it. From partnering with local nonprofits like The Bulb, a donation-based farmers market that provides local produce and wellness resources to food-insecure areas, to sponsoring the South End Shuffle, a local mile and 5K run for the South End neighborhood that brings the community together to benefit a few local nonprofits. Our focus extends beyond serving beer to finding ways to uplift and be an integral part of the community.
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