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.
Scott Wells, co-owner/Distribution/Sales/HR (and more), Bolero Snort Brewery — Carlstadt, NJ
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?
WELLS: NJ just went through a five-year period of incredible challenges due to over-regulation. The states Alcohol regulatory body, (NJ ABC) published a “special ruling” in 2018 incredibly narrowing the scope of how brewery tasting rooms could operate. Given the unique challenges of selling beer through distribution in NJ, with our rare and antiquated limited license system (see also: NYC Taxi Medallions), NJ breweries found it difficult to be able to make headway in distribution, while the state also ensured breweries were not able to create a comfortable and welcoming environment in their tasting rooms. Couple this with NJ’s small geographical footprint, and far more business-friendly laws in our neighboring state, it’s been a tough journey locally. We’ve seen over 10% of the state’s breweries go out of business or sell in recent years. Given the challenges, working via the Brewer’s Guild of New Jersey we worked hard to change the laws dissolving the difficult special ruling. While we still do not have parity with our neighboring states, the tasting room situation has drastically improved.
BREWER: What has been your brewery’s most recent accomplishment and how is it going to improve your business going forward?
WELLS: While we have been dealing with the regulation front, we have also been facing difficult times in the brewing industry nationwide. Over the past four year, we have branched out in two different arms. We have our brewing operation and our distribution operation. From the brewing operation, we utilize our years of experience from our contract brewing days to be the region’s premier contract brewer. We’ve helped over a dozen businesses launch or expand their operations utilizing our contract services. At the same time, we have been able to expand our distribution arm by signing the best brands available in NJ to our distribution. By branching out in both directions, it’s allowed us to continue to grow both sides of the company while facing difficult external factors.
BREWER: How did you start in the industry and why do you still want to be a part of it?
WELLS: I was a craft beer enthusiast. That’s what led me onto the path in the first place, but the reality is, it means the world to me to not just own my own small business, but a small business that’s dedicated to helping other small businesses grow and thrive. In the modern economic climate, it’s tough to see more and more small industry disappear, so I’m thrilled to be a part of that change.
BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
WELLS: Jersey Vice. It’s our session sour. Our sours are typically recognized as the best in the state if not the region. Jersey Vice is our easy going light sour. Super crushable and refreshing, it’s drinks more like a vacation cocktail than a beer. It’s been recognized with medals from the US Beer Open and World Beer Cup.
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?
WELLS: It’s more about getting back to basics now. Big beer and other influences continue to try to muscle small businesses off shelves and taps. It’s great to have a product that can break through those walls. I love working with accounts that appreciate the value of a well made product and don’t select their products based on what kind of “support” they’ll get for buying those brands. Connecting with the buyers and business owners is key. The liquid is always paramount, but you need the outlets to get that liquid into people’s mouths — and hearts.
READ MORE: Brewer Mag Video Podcast with Alternate Ending Beer
BREWER: What are some adaptations in the industry that you’ve observed over these past few years, and how has your brewery adjusted to stay competitive?
WELLS: Big beer has done a great job of blurring the lines between corporate “crafty” beer and actual well made “craft beer.” We’ve been able to turn that back around on them, where well-made beer no longer needs to only be sold at craft beer bars, but your local watering hole now needs to have well-made beer on tap to draw customers in. If you want to tell your customers you care about them, you need to offer them high quality products. The big boys, and the big distributors can’t offer that type of quality. You need to go to your local businesses for it.
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