When Guests Leave Meanwhile, Jaquiss Wants Them to Remember This

Photo courtesy Meanwhile Brewing

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.

William Jaquiss, Owner and Brewmaster, Meanwhile Brewing Co.— Austin, Texas

BREWER: What inspired you to start your brewery, and how has your original vision evolved over time?
JAQUISS: I was deeply inspired by my grandparents’ small local business back in Michigan, Joann’s Fudge. When founding Meanwhile Brewing, I wanted to honor their legacy by fostering a similar sense of togetherness — not just within my own family, but also within the larger Austin community. That’s why community has always been one of our core principles. It’s what initially drew me to craft beer: the ability to create something that brings people together in meaningful ways. Over time, that inspiration has allowed Meanwhile to evolve into a space that feels personal and welcoming to a wide array of folks. It’s been incredibly rewarding to see how people have embraced Meanwhile and made it their own. 

BREWER: What has been your most successful strategy for navigating challenges like rising ingredient costs or economic downturns?
JAQUISS: Our strategy has always been to focus on the long term — focusing on building something sustainable and meaningful that resonates with our community and partners over time. Another one of our core principles is quality, and we believe that making the best possible beer is the foundation of everything we do. By staying consistent in quality and innovation, we build trust with our accounts and our taproom guests. Forging these lasting relationships is key. Those relationships allow us to work closely with accounts and to understand their changing needs. This approach helps us weather challenges like rising costs or economic uncertainty, as those relationships become a steady source of support and collaboration.

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?
JAQUISS: Craft beer continues to become increasingly local, which is both a challenge and an opportunity. In today’s tough distribution landscape, I believe the key to long-term success lies in focusing on the taproom experience. While it may seem counterintuitive, investing in the taproom is what allows breweries to build stronger, lasting connections with their guests and customers. A great taproom isn’t just about serving exceptional beer; it’s about creating a space where people feel welcome, where they can learn about the craft, and where they can build an emotional connection to your brand. When guests leave with great memories and a sense of belonging, they become your advocates — whether they return to your brewery, seek out your beer locally, or share their experience with others.

BREWER: What are you sippin’ on right now from your brewery that you really enjoy?
JAQUISS: Jolly! I love this beer, and I look forward to it every year. Jolly is our Winter Lager. It’s a Vienna Lager that utilizes Canadian spruce tips. The spruce provides a unique flavor, specifically notes of strawberry and lemonade. 

READ MORE: How Meanwhile is Growing This Festive Release

BREWER: What trends in the craft beer industry do you think are worth investing in over the next few years?
JAQUISS: A few different trends:

  • Low-ABV options: People are looking for beers that fit more seamlessly into their lifestyles, so session IPAs and low-alcohol lagers.
  • Sustainability: As I mentioned above, we are in this for the long run, and sustainability will only grow in importance.
  • Diverse flavor profiles: Adjuncts like tea, botanicals, and other non-traditional spices are fun ways to continue to push the envelope in beer innovation.

Be the first to comment

Leave a Reply

Your email address will not be published.


*