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.
Joey Steinbach, Marketing Manager, Insight Brewing — Minneapolis
BREWER: How does a typical day in your role look, and how do you balance operational demands with fostering a positive team environment?
STEINBACH: As with any small business, I wear a lot of hats within my role as Marketing Manager. A typical day can be quite different depending on the season; over the summer, it’s party planning, big social media pushes, photography, and a lot of boots-on-the-ground event management. Over the winter, it’s SEO, website maintenance, and planning for the new year. I’m also managing the various inboxes, processing online orders, running meetings, and looking for leads on exciting new partnerships pretty much year round. Every day is a new challenge, but in a good way! Regarding balance: I work fairly directly with every department in the brewery, so balancing operational demands while fostering a positive team environment is key. The best way to do this is communication. Specifically, I’ve found over-communicating to be incredibly useful. Sure, I may garner some flack for posting too much in Slack or hitting “reply all” when it’s not merited, but at the end of the day keeping everyone on the same page will always keep things groovy between the different departments when the rubber meets the road.
BREWER: Are there any recent accomplishments for the brewery you want to tout and how is it going to improve your business going forward?
STEINBACH: With recent changes in legislation surrounding hemp-derived THC, I’m incredibly proud of our ownership for partnering with our local breweries to form the Minnesota Hemp Beverage Producers Coalition (MNHBPC). Hemp-derived THC was the shot in the arm that the brewing industry needed after the COVID-19 shutdowns, and having it taken away has put local breweries, brewery owners, and brewery employees at substantial risk. The purpose of the MNHBPC is to lobby to keep hemp-derived THC legal and accessible to protect both the consumers and the producers of hemp beverages. Keeping hemp legal can only help business in this industry going forward.
BREWER: What have you found to be the most effective way to handle customer feedback, both positive and negative?
STEINBACH: People just want to be heard, whether it’s positive or negative feedback. As long as you genuinely acknowledge them and their feedback, you can’t really go wrong. It also helps to be in a business where beverages are abundant, and offering complimentary products to smooth over a negative experience doesn’t affect your bottom dollar too much.
BREWER: What first drew you to the industry, and what keeps you passionate about being part of it today?
STEINBACH: Growing up in New Ulm, Minnesota, my first experience with the brewing industry was the August Schell Brewing Company (and the Marti family that owns it). Even though I wasn’t of drinking age, I saw how generous and involved they were in helping out the city. Everything in town was sponsored by Schell’s. Genuinely, Schell’s inspired me to get into the brewing industry due to their focus on community and fundraising. I’ve tried to adopt that approach in my role as Marketing Manager for Insight. We host a lot of charitable programming: Pet adoption events, charity beer collaborations, working closely with Ales for ALS, toy drives over the holidays, and most recently a food drive for our local food shelf. These causes are ultimately what keeps me passionate about being a part of this industry, and I’m incredibly grateful that the brewing industry has provided that platform for me.
BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
STEINBACH: When I started in the industry, I was a massive hop head. Doubles, triples — the more hops the better. These days I’m sipping on almost exclusively Lagers. Right now I’m really fond of our dry-hopped Pilsner, Avant.
READ MORE: Does the Idea of Your Brewery Match the Marketing?
BREWER: What’s one piece of advice you’d give to new managers stepping into a role similar to yours?
STEINBACH: Put your best foot forward and keep the lines of communication open by any means necessary. Especially in smaller businesses, communication can be difficult. You may feel like you’re pestering (especially those in positions above you), but if you need help or clarification to do your job correctly, you can’t afford not to pester. Even outside of your own job performance, the more you communicate with your peers, the more success you’ll have. Everyone has to buy in and be on the same page.
