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 Guzick, Chief Marketing Officer, Voodoo Brewing — 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?
GUZICK: Recent challenges, especially with our expansion, have pushed me to become more resourceful and creative in my role as CMO. As we’ve grown and added more franchise locations, our budgets have understandably tightened. This has meant finding new ways to effectively promote our upcoming releases and events while being mindful of our spending. One of the major ‘pain points’ has been working with reduced budgets for marketing campaigns that previously had more resources behind them. To adjust, we’ve leaned into more cost-effective strategies like leveraging social media and community-driven content, as well as collaborating with the Marketing team of the Franchise Group (Tony Lang & Matt Hass) to develop localized promotions. We’ve also focused on maximizing organic reach, engaging directly with our followers, and encouraging them to share their Voodoo Brewing experiences, which helps amplify our message without the need for heavy ad spend. These constraints have taught me how to do more with less and really focus on what drives engagement and sales. In the end, it’s made our marketing efforts sharper and more aligned with both the brand’s values and the current economic climate.
BREWER: What has been your brewery’s most recent accomplishment and how is it going to improve your business going forward?
GUZICK: Our most recent accomplishment has been the continued growth of our franchise program. By expanding the Voodoo Brewing Company brand into new markets through independent franchise owners, we’ve been able to reach more craft beer lovers across the country. This expansion not only broadens our customer base but also strengthens our community of franchisees who bring fresh, local perspectives to our brand. Going forward, this growth will help us increase brand recognition, open up new revenue streams, and ensure that our beer is more accessible than ever.
BREWER: How did you start in the industry and why do you still want to be a part of it?
GUZICK: I originally started my career as a high school history teacher in Virginia, but after moving back to Pennsylvania, I found it challenging to secure a teaching position. In the meantime, I became a stay-at-home dad, which was rewarding, but I also wanted to connect with others in the community. My wife and I often found ourselves at the local brewery, Voodoo, where we got to meet a lot of new people. After that I began volunteering — mostly to have some adult interaction after being at home with the kids all day, every day. What started as helping out by cleaning kegs, bottling beer, and maintaining draft lines gradually turned into taking on more responsibilities like managing social media, answering emails, and assisting with production related needs, like waxing bottles. Over time, I realized how much I enjoyed the craft beer industry, and as my kids started school, my wife wasn’t having me stay home in an empty house so I transitioned to working at the brewery full-time. From there, I worked my way up, eventually landing in the CMO role, which I’ve held for the past few years. The sense of community, creativity, and passion that initially drew me to the brewery is what keeps me here. Every day offers a new challenge and the opportunity to help shape the future of a company and industry that I genuinely love.
BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
GUZICK: Right now, I’m sipping on our VBC Spirits Reposado, a tequila we’re really proud of. We partnered with the La Fortuna distillery, the oldest tequila facility in El Arenal, Jalisco, right in the heart of Mexico’s blue agave region. We hand-selected this Reposado, which spends over six months maturing in oak barrels, developing rich, complex flavors. It’s 100% pure agave with absolutely no additives — just a clean, authentic tequila experience. On the beer side, I’m enjoying Peace Love Passion, our collaboration with the Pittsburgh Passion Women’s Football team. We canned it for the first time this year, and it’s a Blonde Ale brewed with dragon fruit, passionfruit, and prickly pear. It’s vibrant, refreshing, and full of tropical flavors — perfect for any occasion.
READ MORE: Voodoo Welcomes Hornick as New Director of Operations
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?
GUZICK: This coming year, I’m really excited about adding more sessionable, lower ABV beers to our lineup. Traditionally, we’ve focused on higher ABV offerings, but we’re expanding our lineup to include more of these sessionable styles. On the business side, we’re also exploring more localized, community-focused marketing strategies. We’ve seen a lot of success in collaborating with local sports teams and organizations, like the Pittsburgh Passion, Erie Otters, The Meadville Area Recreation Complex & National Pediatric Cancer Foundation and their Rising Hope initiative. to create beers and events that resonate on a deeper level with our customers. We’re doubling down on that approach to build even stronger community connections.
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?
GUZICK: Over the past few years, the craft beer industry has seen significant shifts, and we’ve had to adapt to stay competitive. One of the biggest changes has been the rise of digital marketing and the importance of a strong online presence. Traditional in-person events and tastings have become more limited, so we’ve had to get creative with how we engage customers. We’ve leaned heavily into social media and digital platforms, using targeted ads, influencer partnerships, and community-driven content to connect with our audience and keep them engaged, even from a distance. Another key trend is the growing consumer demand for more inclusive, diverse options in both flavor and experience. To address this, we are expanding our portfolio to include lower ABV beers and seasonal varieties that appeal to a wider range of drinkers.
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