For Blackrocks Brewery, the management philosophy intentionally defies corporate norms, and founders David Manson & Andy Langlois worked to foster an environment where autonomy, versatility, and empowerment drive the business while looking to increase employee satisfaction.
Blackrocks operates with a fairly flat management structure that allows employees to take ownership of their roles beyond traditional job titles.
Steve Farr, who has risen up the ranks to Marketing Manager (aka the Pirate of Propaganda) of Blackrocks, told Brewer during the brewery’s cover story interview that employees are encouraged to take the initiative.
“Your job title is this, but if you see something that needs to get done, we just kind of do it,” Farr said.
Whether brewing beer or handling facility maintenance, employees feel a sense of responsibility that extends beyond their designated roles. This hands-on approach removes perceived red tape and instills confidence in employee decision-making, allowing them to feel directly invested in the brewery’s success.
Having a flexible structure provides a learning curve for some new hires, especially those accustomed to more rigid hierarchies. However, Farr said once employees adapt they embrace the autonomy and the dynamic work culture.
Mistakes are seen as part of the growth process rather than failures, fostering a culture where employees are not afraid to take initiative.
Employee retention remains a challenge in the brewing industry, yet Blackrocks has maintained a core team of long-term employees. Many in the industry see turnover due to staff members venturing out to start their own operations or move on to other opportunities, but Blackrocks has managed to create an environment where employees choose to stay.
Manson attributes this success to a combination of strong relationships, meaningful opportunities, and an appreciation for the work environment.
“We’ve always encouraged people from the very beginning: if this isn’t your end, tell us where your end is, and we’ll try to help you get there,” he said.
By offering employees opportunities to explore different roles within the company — from marketing to production — Blackrocks ensures that staff members grow professionally within the organization. Whether an employee aspires to work in sales, brewing, or branding, the brewery provides avenues for exploration and skill development.
Another contributing factor to the brewery’s strong employee satisfaction is its location and company culture.
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Situated in Michigan’s Upper Peninsula, the brewery benefits from an outdoor environment that encourages a healthy work-life balance. Employees are encouraged to find fulfillment in their work while also enjoying the beauty of their surroundings.
“If you can have fun doing what you’re doing in a place that is as gorgeous as this, what else do you need?” Manson said.
This philosophy reinforces a culture where employees are not just working for a paycheck but are part of something that enhances their overall quality of life.
Despite their success, the Blackrocks team remains vigilant in preserving the culture that sets them apart from a more rigid brewery environment.
“I continue to remind Dave to not go corporate,” Farr said, emphasizing the importance of maintaining the brewery’s identity as an employee-first operation.
While Blackrocks is not an employee stock ownership plan (ESOP) company, it cultivates a sense of ownership among employees by trusting them with responsibilities and valuing their input. The result is a team that not only enjoys their work but also feels personally invested in the brewery’s long-term success.
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