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.
Tom Ness, Can Cowboy/Art Director, Voodoo Brewery — Meadville, Pennsylvania
BREWER: How have recent challenges in your position helped make you better? What were those “pain points” and how did you solve or adjust to the issue?
NESS: With our most recent brewery expansion we have had to get more creative and financial savvy. One of the recent successes we have had was to get more hands on with the merchandise program, as well as finding cost effective ways to create and produce fun, new merchandise.
BREWER: What has been your brewery’s most recent accomplishment and how is it going to improve your business going forward?
NESS: Our most recent accomplishment has been the significant growth of our franchise program, which has allowed us to expand our brand identity in exciting new ways. As the art director, I have the opportunity to create custom, locally inspired icons for each franchise location, helping to give every pub a unique personality while maintaining a strong connection to the Voodoo Brewing Company brand. This approach not only strengthens our visual identity but also fosters a sense of community around each franchise. By blending local culture with our established brand elements, we’re able to create deeper connections with customers and make each pub feel like it’s truly part of the neighborhood. Moving forward, this creative strategy of blending local art with our core brand will enhance our ability to resonate with diverse markets, while still retaining the Voodoo spirit that people know and love.
BREWER: How did you start in the industry and why do you still want to be a part of it?
NESS: I started out volunteering washing kegs & helping bottle beer. Eventually it grew into bartending shifts and outside events. In fact to this day our lead production guy, Mike Stacy, still has me in his phone as “Tom Ness Bottle Help,” and that was nine years ago. I became involved in the art aspect of the brewery after I saw our CEO, Matteo, messing around with some of the label art on his laptop and I mentioned to him that I graduated with a degree from Edinboro as a Fine Art Major with a focus in Illustration, he said “Here you go, it’s all yours!” and the rest is history.
BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
NESS: I am currently enjoying our newest seasonal offering, Everybody Wants This Ladder. It is a West Coast IPA that is locked in with four kinds of Malted Barley and a ridiculous amount of our hand-selected Mosaic hops.
BREWER: Be it in styles, ingredients, business strategies or sales & marketing techniques, what are some recent industry trends that you’ve tried or are excited about trying this year?
NESS: I’m really excited about exploring the trend of lower-ABV beers and expanding our portfolio to include more of these options. While we’ve traditionally focused on higher-ABV offerings, there’s a growing demand for sessionable beers that offer great flavor without the intensity. Incorporating lower-ABV options allows us to cater to a wider audience, from casual drinkers to those looking for a lighter experience without sacrificing taste. This move will not only diversify our lineup but also align us with industry trends, offering more flexibility in how people enjoy our beers — whether it’s for social gatherings, outdoor events, or just a casual pint. It’s an exciting opportunity to balance our existing portfolio with something fresh and approachable.
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BREWER: What are some adaptations to business practices in the industry that you’ve observed over these past few years, and how has your brewery adjusted to stay competitive?
NESS: Over the past few years, one of the most significant shifts in the craft beer industry has been the increasing competition for shelf space and visibility. As more breweries emerge, the demand for eye-catching packaging has become critical to stand out. From an art standpoint, we’re preparing to refresh our can labels for 2025, with the goal of making our products even more distinctive and engaging. This refresh is part of our strategy to stay competitive in an ever-growing market, ensuring our products are not just high-quality in taste but visually compelling in an increasingly crowded space.
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