Leadership Helps Foster Brewery’s Culture to Staff, Market

Putting something to mind and having it be a successful idea is a lot behind the basis of beer marketing, but it can also relate to establishing a culture within a brewery. That can come from the top down, in terms of from an owner relaying their thoughts into actions by the staff or a brewery sharing its story with wholesalers, retailers and most importantly, consumers.

That can start with reflecting on what makes a brewery standout, how it is presented and how someone in the buying aspect of a transaction wants to be presented.

Starting “at home” can be key. And showing humility can lead to a stronger bond between management and staff.

“Over time, I have made a point of openly admitting my mistakes, owning them and trying to correct as appropriate,” said Jeff Erway, the president and Master Brewer for La Cumbre Brewing in Albuquerque, New Mexico. “This has created a real openness among our staff because everyone knows that when — notice I didn’t say “if” — they screw up, the best thing to do is to announce it, own it, and let’s all figure out the best path forward to correct it.”

Knowing that making mistakes is just part of life and a career and knowing that the team you’re on has got your back is a real game changer, Erway said

“It fosters an environment in which everyone is always trying become better every time they set foot in the brewery,” he said.

And brewing is fun. Showing that attitude is a craft beer staple it seems.

Showing off it’s “A Christmas Story” themed holiday card from this year, Fargo Brewing co-founder Aaron Hill said that taking the work seriously, but not themselves is a key.


“We place a high priority on quality of product and integrity of doing business. If you make a commitment, honor it,” he said. “We also look at failure as great learning opportunities. Anytime something does not work, instead of throwing a shit-fit, we ask “what did we learn”?

“I think we have an attitude of being real and cutting bullshit. We want to be as honest as we can with all of our employees and in return they buy into what we’re doing.”

That can translate to bonding with retailers, and consumers, as well.

“If you work with us the message is easily received,” said Elizaville, New York’s Sloop Brewing co-founder Adam Watson. “It’s important to have a presence in the market so that retailers and consumers are exposed to the culture and brand.”

1 Trackback / Pingback

  1. Tips For Your Brewery's Next Territory Expansion

Leave a Reply

Your email address will not be published.