Brewer Magazine Q&A: Greg & Sara Fetzer, The Empourium

This is a part of a continuing series of Q&As with members of the brewing community from across the U.S.
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.
Greg Fetzer​, owner/​head ​brewer ​& Sara Fetzer​,​ ​owner/​marketing/​finance​, The Empourium Brewing Company — Denver, Colorado​
BREWER: How has your business strategy evolved to help grow and stay competitive?
FETZER: ​We went into our opening knowing that we wanted to be a part of the community and that thought has only grown stronger. The more we support the people around us the more they will support us in return. Being able to capitalize on community events and tie them into what we are trying to do has become more important than we had originally anticipated.
BREWER: Who is your mentor in the industry and why? What have you learned from them?
FETZER: There isn’t one specific person that has been a mentor to us. We come from a family of business owners which has been tremendously helpful in learning how to open and run our own business. Greg has had the pleasure of working with a lot of different people at two different breweries and each one of them has left an impact on his passion for the brewing industry. There is always something new to learn and someone new to learn it from.BREWER: What idea did you or your team come up with lately that has been a big benefit to how your brewery functions?
FETZER: Communication is at the forefront of how we run our business. We are still young and are learning everyday but without solid and constant communication we wouldn’t be able to function efficiently. We also have a clear vision of what we want to accomplish. We know what beers we want to brew months in advance and are able to tie in our marketing strategy creating a cohesive plan for the future.

BREWER: If you had one business strategy that you could implement to better the brewing industry, what would it be?
FETZER: Planning ahead and foresight we feel is super important. There seems to be a lot of “winging it” and this can create a confusion to customers or lack of communication to customers. Not to say that spontaneity isn’t important as well but have a plan and be able to modify as you go. Consistency is also something we feel is important. Not only through your quality of beer but in branding your beer. If your message to your customer base is clear and consistent people know what to expect from us as a brewery.

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