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.
Cole McDaniel, Content Coordinator, Goat Patch Brewing — Colorado Springs and Monument, Colorado
BREWER: What has been your biggest operational focus recently, and how has it improved efficiency or team performance?
McDANIEL: Recently, my biggest operational focus has been consolidating our Instagram presence across locations into a more unified, streamlined strategy. Instead of splitting content and audiences between multiple accounts, we’ve been working toward centralizing our messaging. A recent example of this approach was our “Beer for a Year” giveaway, which was a massive success and further brought our audience together under one roof. Participants entered the giveaway by following our main account before the official consolidation took place.
BREWER: What’s one change you implemented in the past year that made a noticeable difference in day-to-day operations?
McDANIEL: Implementing a structured content calendar has made a big difference. It has given me a clear plan across all locations, cut down on last-minute scrambling, and kept me more aligned on what’s going out and when. It has made day-to-day execution smoother and way more consistent!
BREWER: How are you approaching team development in today’s brewery environment?
McDANIEL: By staying involved with what’s happening across all departments and acting as a bridge between them with the content I produce. Also, bringing in as many familiar faces and employee input as possible! It’s important for everyone to feel represented by the brand.
BREWER: What metrics or indicators are you paying closest attention to right now when evaluating success in your role?
McDANIEL: Mostly engagement, but also closely monitoring how well we are communicating, especially with the consolidation of our social media accounts. Moving forward, we want to ensure the message is clear and easily understood, which greatly helps the success of events and other campaigns across locations.
BREWER: What’s a challenge specific to your role that others in similar positions may also be facing, and how are you working through it?
McDANIEL: One challenge in the Colorado craft beer space is standing out! I’ve been working through that by focusing more on consistency, authenticity, and community engagement — highlighting what makes us unique, staying engaged with our audience, and creating content that actually reflects the experience people have when they walk into our taprooms specifically.
BREWER: Looking ahead, what are you hoping to improve or refine within your department this year?
McDANIEL: Looking ahead, I’m focused on refining how we connect with our audience in a more targeted and intentional way. As we grow, the focus shifts from reaching MORE people to reaching the RIGHT people with the right message! I also hope to focus more on brand representation as a whole, rather than falling into the cycle of our socials feeling like a bulletin board or advertisement.
