For breweries just opening or planning to, some advice from industry veterans points to a craft beer landscape that is far less forgiving, along with being far more local, than it was even a decade ago.
Across roles and regions, a clear trend shows itself, that success is no longer driven by novelty alone, but by disciplined business fundamentals paired with a strong sense of place. Community connection, thoughtful location selection and a clearly defined identity now outweigh the idea of becoming a destination brewery.
As the notion of craft beer becomes an everyday option rather than a special occasion, new operators are being urged to “own their backyard,” embed themselves in their neighborhoods and build brands that resonate emotionally, not just technically.
At the same time, those that shared with Brewer during the 2026 Expert Outlook article stressed that creativity must be matched with realism. Capital structure, cost control and operational discipline are repeatedly cited as make-or-break factors, alongside an uncompromising focus on quality and consistency.
The novelty phase of craft beer is mostly over to the mainstream, and with a saturated market and rising costs, breweries opening now are being challenged to find a niche, execute it relentlessly and plan for longevity rather than rapid expansion.
Whether through food-driven models, sharply defined brand families or even just staying curious and adaptable, new breweries that endure will be the ones that balance the soul of craft with spreadsheets along with passion and planning.
Given the question, ‘If you could give one piece of advice to a brewery opening today about staying relevant for the next decade, what would it be?’ here are their replies.
Jerry Siote, Director of Brewhouse Operations — Lone Tree Brewing
Capitalize correctly or don’t open it all. No matter how good the liquid may be, or how many medals hang on the wall; debt service, rent payments, payroll, and taxes are real. Bringing in too many outside investors, taking on too much high-interest debt or relying on a pot of gold from selling a future brewing business will set one up for failure. There’s nothing poetic about brewing the best beer that no one can drink because the doors are closed.
David Schlafly, CEO and President — Schlafly Beer
New breweries do not have an easy job. I suggest keeping it very small or bringing a lot of money to hit the national saturated craft market. Be innovative while staying true to yourself in the process. The intent of being a craft brewery is to bring delight and joy to both the brewers and the guests – if your business is keeping you up at night, then it’s probably time to pursue another career.
Chris Jacobs, Founder — Beer Zombies
Don’t chase trends — build a universe. Anyone can make good beer; the real challenge is making people feel something when they drink it. The breweries that will still matter ten years from now are the ones with identity, not just recipes. Stay curious, stay obsessed with quality, and protect your brand’s soul like it’s a living thing — because it is. The market will shift, distributors will change, costs will rise, but if your beer and your story mean something real to people, you’ll outlast all of it. That’s how you stay relevant — by building a world they never want to leave.
Chad Heath, Beer Division COO — Karl Strauss
Find a niche and exploit it. Making the same offerings as everyone else isn’t enough. The craft beer industry was founded on creativity, showing people that drinking flavorful beer can and is better than traditional beers, use this historical perspective to make something unique, latch onto it and give it hell. Do that and run ALL areas of your company with a sharp pencil and you will make it and make it big.
Travis Peterson, Founder & Owner — Meadowlark Brewing
Depends on their model. Warehouse park breweries will have a hard time competing with breweries that offer food, atmosphere, family friendly and in convenient locations. Food revenue is huge for us but comes with 40 staff members to function and is a big expense up front. Relevant branding that can grow and mature with the business. Most importantly, quality. Just like location, lower quality won’t sustain a business. The novelty of craft beer is gone. Craft breweries are as commonplace as anything else. So emphasis on quality and consistency in food, beverage, and atmosphere/hospitality will be key.
Jason Bell, Founder — Living The Dream Brewing
Connect with your community. Be involved and become an active member in the neighborhood. With that, location near residential centers is crucial. People want more of their own neighborhood feel rather than destinations.
Ryan Bandy, Chief Business Officer — Indeed Brewing Company
Ripe you rot, green you grow! Stay open and curious about your neighborhood, city, state, country, and world. I think cynicism is a major problem that our industry is facing right now–you’ve gotta keep your eyes on what you can do better, keep your eyes open to groups of people that you might not normally interact with, and don’t just get inspired by the breweries and restaurants around you–get outside of your bubble! Once you think you’ve got it figured out, you rot. So make sure to keep putting yourself in positions that are new, challenging, and fresh–it’s the only way to learn.
Jack Dyer, founder — Topa Topa
It’d be hard to imagine wanting to open a brewery at this point in time, but if I had to give advice to someone it would be to own your backyard, plan well, establish your core values and stick to them!
Wesley Keegan, founder and owner — TailGate Brewery
The same I would tell any entrepreneur: Love to work. This isn’t going to make you rich. But if you love to work, it’s going to be very rewarding, and you might be able to pay your bills too.
