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.
Kevin Moreland, Owner/COO, Fretboard Brewery, — Cincinnati
BREWER: What inspired the launch of Fretboard?
MORELAND: Fretboard Brewery was born from a passion for both music and craft beer. The original ownership group — Jim Klosterman, Joe Sierra, and Brad Plank — are all avid musicians and homebrewers, who envisioned a brewery concept that wasn’t just about making great beer; it was about creating an experience. They wanted to blend the energy of live music with the craftsmanship of brewing, in a unique, historic place where both elements could be showcased and thrive. At its core, brewing is a lot like making music. It starts with raw ingredients, just like a song begins with individual notes — we start with — water, grain, hops. When carefully composed, with the right timing, the right blend, and a little creative instinct can transform those simple elements into something greater than the sum of their parts. Just as a great melody becomes unforgettable, a well — crafted beer becomes something people crave–an experience they return to again and again. I initially joined Fretboard Brewery as a consultant, leveraging my industry experience to help innovate and scale brewing operations. As we collaborated, the vision and authenticity of the brand struck a personal chord with me. Having grown up around Cincinnati’s rich brewing history and vibrant music scene, I saw the unique potential for Fretboard to be something truly special. It reminded me of the early days of craft beer — when it was about community, quality and storytelling. That connection was enough to pull me in full-time as a partner and COO, and I have not looked back since.
BREWER: How has the original vision evolved over time?
MORELAND: The core of Fretboard’s vision — bringing people together through craft beer and music — has remained unwavering, but we have adapted and expanded significantly over time to ensure financial stability and market relevance. When we launched in 2017, our focus was on self-distribution — getting our beer into bars and restaurants while simultaneously building a strong taproom experience. But in Cincinnati’s rapidly growing, competitive, and increasingly sophisticated craft beer market, we had to refine vision, and focus on core our strengths to specialize in what we do best. Maintaining focus on our most award-winning, fan-favorite beers — rather than chasing every new trend — has been critical to our long term success. At the heart of our approach is a deep respect for brewing tradition, particularly the craftsmanship of German Lagers. Germany’s brewing heritage, with its precision, consistency, and commitment to quality, serves as a guiding principle for us. Much like a German brewer perfecting their Pilsner over generations, we believe in honing our craft, refining our recipes, and ensuring that every beer we produce meets the highest standards. You can’t survive in a crowded market without a relentless focus on quality — just as a musician can’t command a stage without mastering their instrument. Rather than chasing fleeting trends, we’ve built a solid financial foundation. Expanding into retail packaging strategically — ensuring that we had the operational infrastructure to support growth without overextending ourselves — was a turning point. Transitioning from a draft-only model to retail packaging allowed us to expand into grocery stores like Kroger, not only helping us survive but giving us the ability to thrive. We also recognized the power of our taproom experience, leading us to open multiple new locations across Ohio. Each expansion reinforced our brand identity and strengthened our connection with the community. These strategies — packaging expansion, taproom growth, and an unwavering commitment to brewing excellence — allowed us to diversify revenue streams and scale the business in a sustainable, strategic way. Through every challenge, we’ve remained true to our brand roots and core values, evolving thoughtfully while staying dedicated to making exceptional beer that stands the test of time.
BREWER: What has been your most successful strategy for navigating challenges like rising ingredient costs or economic downturns?
MORELAND: Thoughtful financial management, strong relationships and adaptability have been key to how we’ve navigated the challenges of rising ingredient costs. We track cost metrics meticulously, analyze trend data, and we make decisions based on long-term profitability. When ingredient prices spiked, we didn’t just pass the cost onto consumers. Instead, we took a strategic approach: negotiating with our suppliers, exploring alternative sourcing for key ingredients, and optimizing our brewing process to maintain margins without compromising quality. The craft beer industry has always been about community, and our industry relationships have been invaluable. We also doubled down on bulk purchasing and streamlined operations to keep efficiency high. Brewing beer is a lot like composing music — it’s about teasing perfect harmony out of each ingredient, achieving the right blend of notes. Just like a world-class chef who insists on using only authentic San Marzano tomatoes grown in the volcanic soil of Italy to craft the perfect sauce, we’re meticulous about sourcing the precise ingredients to achieve the precise balance of flavors. For example, we secure the best European hops, ensuring that the flavors in our beers remain consistently bold and balanced. Beyond ingredient sourcing, we’ve been strategic with our offerings. While we still produce a diverse range of beers, our focus is on core brands with strong market demand–keeping production cost-effective without diluting our identity. Diversifying revenue streams through retail partnerships and franchise taproom expansion has also helped stabilize cash flow, making us more resilient in uncertain times
BREWER: In the face of an evolving craft beer landscape, what significant changes have you noticed, and how has your brewery adapted to remain relevant?
MORELAND: The biggest shift has been the need for breweries to operate as financially sound businesses rather than just passion projects. While creativity and innovation are important, long — term success depends on understanding margins, distribution logistics, and consumer preferences. The days of chasing every new beer trend are fading–craft consumers are savvy, rewarding consistency and quality with loyalty. We’ve leaned into this by doubling down on what we do best: brewing high — quality lagers and approachable craft beers and expanding our taprooms into new locations. Another major change is the competitive landscape. With an oversaturated market, standing out is more important — and more challenging — than ever. That’s where our music-driven brand identity gives us an edge. By creating unique taproom experiences and maintaining strong ties to local musicians, we’ve built more than just a brewery — we’ve built a destination — we’ve built a brand experience that clients enjoy.
READ MORE: Why Award-Winning Brink Has Worked to Temper Expectations Even While Growing
BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
MORELAND: Right now, I’m reaching for our Vlad Pilsner. It was the first beer we ever brewed, and years later, it remains one of our best — and one of our most popular. A classic, clean, and crisp lager, Vlad represents everything we stand for — precision, tradition, and drinkability. It’s not just a fan-favorite; it’s earned industry recognition as well, with multiple awards, including gold and silver medals at the US Beer Open Championship and the World Beer Cup. Medium-bodied and brewed in the European tradition, it’s a beer that consistently resonates with both craft enthusiasts and casual drinkers alike. I also have a deep appreciation for a well-made Boston Lager or craft Lager. There’s something about a perfectly balanced, full-flavored Lager that reminds me why great beer is timeless — trends come and go, but quality always wins in the long-run.
BREWER: What trends in the craft beer industry do you think are worth investing in over the next few years?
MORELAND: In a time when many large craft brewers are diving into non-beer options like seltzers, we’ve chosen to stay true to our craft. Rather than chasing every passing trend, we’ve focused on what we do best — brewing exceptional beer. We’ve expanded our taproom offerings and curated a selection of diverse beverages for our guests, but when it comes to non-beer options, we’re taking a buy-versus-make approach. We’ll offer a great selection of cocktails, seltzers and other drinks that complement our lineup, but we’re not rushing to produce them ourselves just because they’re trendy. Every decision we make comes down to one key factor: does it make sense for our brand and our business? That said, I do see a few areas worth paying attention to:
- The Rise Of Craft Lagers and Light Beers: American consumers are shifting back to easy-drinking, approachable, refreshing beers, and craft breweries that can truly master their lagers will have a strong competitive edge. There’s an art to brewing a crisp, clean Lager — it’s unforgiving, but when done right, it’s something special.
- The Staying Power of Non — Alcoholic Beer: Non-alcoholic (NA) beer is an emerging category with real staying power. We’ve been experimenting with NA offerings in our taprooms as a way to reach new customers without fundamentally changing who we are. The response so far has been very positive. It’s an exciting space for innovation that allows us to diversify while staying true to our craft and brand.
- Taproom-Focused Experiences Matter More Than Ever: Consumers want more than just great beer — they want an experience. A killer beer lineup is essential, but the breweries that really thrive are the ones creating an atmosphere that brings people together. Live music, amazing food, unique events, and a strong sense of community all play a big role in building that atmosphere and ultimately brand loyalty. That’s been a big focus for us, and we’ve seen firsthand how it strengthens our connection to consumers.
Ultimately, thriving in craft brewing comes down to playing to your strengths, staying in tune to market shifts, and making smart business decisions. That’s been the approach we’ve taken at Fretboard, and it’s the rhythm that keeps driving our brand forward.
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