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.
Corey Dickinson, Director of Marketing, Denver Beer Co. | Cerveceria Colorado | Formation Brewing — Denver
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?
DICKINSON: Changes in consumer behavior (drinking occasions and spending patterns in particular) have challenged us to ask “How do we continue to add increased value to our customer experience.” This question has led us to view the brewery & taproom operations through a new lens, and approach brewing innovation, event production, and even taproom menu development with renewed sense of creating customer-first experiences and products.
BREWER: What has been your brewery’s most recent accomplishment and how is it going to improve your business going forward?
DICKINSON: We just announced a huge development for the DBC family, our expansion into the Arizona market later this year with a new brand — Formation Brewing (see podcast below). Slated for a late fall opening in Phoenix, Formation allows us to continue to build on 13 years of brewing, event, and hospitality experience and share our passion with an entirely new community of beer lovers. The Formation brand is a great way to challenge ourselves with trying new, exciting, and innovative things within our brewing & food programs and to bring folks together through unique, memorable experiences.
BREWER: How did you start in the industry and why do you still want to be a part of it?
DICKINSON: I’m closing in on nearly 15 years in the craft beer industry. At the start, I was drawn to the culture and community that craft beer has the ability to create, and I still hold that to be true today. Beer is a unifier, bringing folks together from different places, perspectives, and pasts through a shared positive experience. I love that about this industry — no matter where you’re from, your upbringing, or what side of the aisle you may fall — people can always find common ground over a beer (or two!). Everyday is an opportunity to create products and experiences that allow people to enjoy their time together, and that drives me to continue growing in this industry.
BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
DICKINSON: Fall in Colorado is a special time and there is an identifiable shift in the styles of beer I’m drinking. In September it’s hard not to enjoy a well crafted Märzen or fresh-hopped IPA, but as soon as there’s a hint of snow in the mountains I start gravitating towards traditional English-style Porters. In the DBC world these days, you’ll find me sipping a fresh Incredible Pedal IPA post MTB ride, or enjoying Venga Negra — a seasonal Dark Mexican Lager from our sister brewery, Cerveceria Colorado.
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?
DICKINSON: I’m excited to see where the ‘beyond-beer’ segment goes within the DBC family. Like our beer program, I believe some of our newer liquid innovations have the ability to reach a new audience, and create new occasions for folks to enjoy the DBC experience.
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?
DICKINSON: Brewing great beer isn’t enough. There are so many great brewers out there, and opportunities to enjoy amazing beers in every market across the country. The experience a brewery provides — both for your customers and for your employees — is what can set you apart from the competition. And never stop trying new things. Craft beer has built itself on successfully challenging the status quo, on innovation, and on creativity. Don’t be afraid to take risks. And remember — if you can’t have fun working in beer, you’re f*cking doing it wrong.
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