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.
Thorsten Geuer, Brewmaster, Bayern Brewery — Missoula, Montana
BREWER: What inspired you to start your brewery, and how has your original vision evolved over time?
GEUER: Although I didn’t start the brewery but after 20 plus years at Bayern Brewing, I can tell you it is about seeking truth in beer. When the brewery opened in 1987, the goal was to show that you can brew beer in Montana that doesn’t need to hide behind anything made in Germany. That vision still stands, though now we’ve added terms like “logistics,” “post off months/EDLP,” and yes — even a “social media planner” to our vocabulary.
BREWER: How does a typical day in your role look, and how do you balance operational demands with fostering a positive team environment?
GEUER: Every day is a mix of hands-on brewing, troubleshooting, coaching, and continuous improvement. LEAN methodology is our compass — we use it not just for efficiency, but to empower our team, reduce waste, and make room for real craftsmanship.
BREWER: What first drew you to the industry, and what keeps you passionate about being part of it today?
GEUER: In Germany, after school you either learn a trade or go to university. In my family, craftsmanship comes first — then you earn your theory. Brewing lets me live both: technical knowledge with a tangible result in hand at the end of the day.
BREWER: Are there any recent accomplishments for the brewery you want to tout, and how is it going to improve your business going forward?
GEUER: We’re proud of our returnable glass bottle program — a rare system in the US and one that reflects our commitment to sustainability. It not only reduces waste but connects us more closely to our local customers and distributors.
BREWER: What has been your most successful strategy for navigating challenges like rising ingredient costs or economic downturns?
GEUER: We’ve built long-term relationships with suppliers and partners—after all, we’ve been in business for 38 years. On top of that, we’ve adopted LEAN principles and continue to drive that mindset through the entire company, from brewhouse to back office.
BREWER: In the face of an evolving craft beer landscape, what significant changes have you noticed, and how has your brewery adapted to remain relevant?
GEUER: Craft used to be all about rebellion — “more hops!” and “what’s new?” — but now we see a shift toward refinement and balance. We haven’t learned to adapt — we believe in what we do: honest, clean, traditional brewing with staying power beyond trends.
BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
GEUER: Right now? A slow-pour Bayern Pilsener. It’s our authentic Bavarian lager—balanced, crisp, and fulfills in every way. The wait is worth every second.
READ MORE: How Bayern Brewing Cleans Up on its Bottles
BREWER: What trends in the craft beer industry do you think are worth investing in over the next few years?
GEUER: We’re not chasing trends — we’re setting our direction. For us, that means staying true to quality, sustainability, and classic drinkability. Clean Lagers, returnable glass, and LEAN processes will carry us forward.
BREWER: What have you found to be the most effective way to handle customer feedback, both positive and negative?
GEUER: Listen. Respond. Improve. And don’t take it personally — especially when someone says our beer tastes “too German.” (We take that as a compliment.)
BREWER: What’s one piece of advice you’d give to new managers stepping into a role similar to yours?
GEUER: Always remember why you’re in this. For me, it’s about holding a product in your hands at the end of the day — not just closing out a spreadsheet or chasing paperwork. That feeling keeps you grounded.
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