Branding for Breweries - Strategies to Grow Brewery Brands and Sales

How To Name Your Beer So It Stands Out And Sells | Mike Gertz

A great beer name can stop someone in their tracks. A bad one can disappear into a sea of thousands of other beers. In this episode of Branding for Breweries, Tim Weaver is joined by Mike Gertz, former Creative Director at Rhinegeist Brewery, one of the 20 largest craft breweries in the United States, to explore the strategy behind naming beers that people remember, talk about and buy. With more breweries than ever competing for attention, simply finding an available name is no longer enough. Mike shares the framework Rhinegeist used to create memorable beer names, build successful product families, avoid costly legal pitfalls and create brands that connect with drinkers. Whether you're launching your first core range or your hundredth seasonal release, this conversation is packed with practical advice to help you develop stronger beer names that support your wider brewery brand. In This Episode • Why naming beer is harder than ever • The ingredients of a memorable beer name • Building beer names that fit your brewery brand • When to prioritise creativity versus clarity • Creating beer name families that strengthen your portfolio • How consumer psychology influences naming decisions • Avoiding trademark and legal headaches • Testing beer names before launch • Why shorter names usually perform better • A practical framework for naming your next beer About Mike Gertz Mike Gertz is the former Creative Director at Rhinegeist Brewery, one of America's largest independent craft breweries. During his time there he helped shape one of the industry's most recognisable brand portfolios, developing naming strategies, brand systems and creative campaigns that supported over 100,000 barrels of annual production. Mike now works independently, helping breweries and consumer brands build stronger identities through strategic creativity, naming and brand development. Show Notes Connect with Mike Gertz Instagram: https://www.instagram.com/gertzml/ [https://www.instagram.com/gertzml/] LinkedIn: https://www.linkedin.com/in/mikegertz/ [https://www.linkedin.com/in/mikegertz/] Connect with Tim Weaver Website: https://www.thebrandweaver.co.uk [https://www.thebrandweaver.co.uk] Free Brewery Newsletter: https://www.thebrandweaver.co.uk/brewery-newsletter [https://www.thebrandweaver.co.uk/brewery-newsletter] LinkedIn: https://www.linkedin.com/in/timweaverbrand/ [https://www.linkedin.com/in/timweaverbrand/] Instagram: https://www.instagram.com/thebrandweaver/ [https://www.instagram.com/thebrandweaver/] Explore the full Branding for Breweries podcast archive on Spotify, Apple Podcasts and YouTube for more practical conversations with the brightest minds in beer branding, brewery marketing and business growth. Proudly Supported By Charles Faram This episode of Branding for Breweries is proudly supported by Charles Faram. For over 160 years, Charles Faram has been supplying and developing the best quality hops from around the world to help brewers create great beer. Grower owned and brewer focused, they're dedicated to helping breweries of all sizes brew exceptional beer. Find out more at: https://www.charlesfaram.com [https://www.charlesfaram.com]

How Do You Know If Your Beer Is Actually Good Enough? | Max Finnance

Your mates love your beer. Your regulars say it's fantastic. But how do you know if your beer is actually good enough? In this episode of Branding for Breweries, Tim Weaver is joined by Max Finnance, Master Cicerone, BJCP Grand Master Judge, Pommelier and beverage quality consultant, to explore one of the most important and least discussed topics in brewing: beer quality. Drawing on years of experience working with breweries, judges and beverage brands across North America, Max shares how breweries can assess quality more honestly, why sensory training matters, what separates good beer from great beer, and the common mistakes that prevent breweries from improving. The conversation covers beer competitions, quality control systems, off flavours, sensory panels, consistency, homebrewing versus commercial brewing, and why great branding can only carry bad beer so far. Whether you're planning to open a brewery, running a small brewery today or simply want to improve your beer quality programme, this episode is packed with practical advice. In This Episode • Why friends and family aren't the best beer judges • The role of beer competitions in quality improvement • Common beer flaws breweries miss • Building an effective quality programme • Sensory training and tasting panels • Why consistency matters more than most brewers realise • Homebrew versus commercial brewing • The biggest mistakes breweries make when entering competitions • Can branding overcome poor beer quality? • When a batch should be dumped About Max Finnance Max Finnance is a Master Cicerone, BJCP Grand Master Judge, Pommelier, Certified Specialist of Spirits and independent beverage consultant. He has worked with breweries, cider producers and beverage brands across North America, helping improve quality systems, sensory programmes, product development and staff training. Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries. Show Notes Max Finnance Instagram: https://www.instagram.com/maxfinnance/ [https://www.instagram.com/maxfinnance] LinkedIn: https://www.linkedin.com/in/max-finnance/ [https://www.linkedin.com/in/maxfinnance] Email: max@maxbevconsulting.com [max@maxbevconsulting.com] Want more brewery branding, marketing and growth insights? Sign up to the Branding for Breweries newsletter: https://thebrandweaver.co.uk/brewery-newsletter [https://thebrandweaver.co.uk/brewery-newsletter] And explore the full back catalogue of Branding for Breweries on Spotify, Apple Podcasts, YouTube and your favourite podcast platform.

How To Describe Beer So More People Buy It | Natalya Watson

Most breweries know how to brew great beer. Far fewer know how to describe it in a way drinkers actually understand. In this episode of Branding for Breweries, Tim Weaver is joined by beer sommelier, educator, author and podcast host Natalya Watson to explore one of the most overlooked skills in brewing and beer marketing: flavour communication. Together they unpack why so many breweries rely on ingredient lists and brewing jargon instead of flavour focused descriptions, how consumers actually experience aroma, taste and texture, and how breweries can create beer descriptions that are easier to understand, more memorable and ultimately more effective at driving sales. From Citra and Mosaic to Soleros, Colin the Caterpillar and Fruitellas, this conversation dives deep into the science of flavour perception, beer tasting, sensory education and practical ways breweries can communicate more effectively with drinkers. Whether you're a brewer, marketer, salesperson or taproom team member, this episode will change the way you talk about beer. • Why breweries struggle to describe beer effectively • The difference between taste, aroma and texture • How consumers actually experience flavour • Why hop varieties alone don't help most drinkers • How to translate brewing language into customer language • Creating beer descriptions that match your brand voice • The role of nostalgia and memory in flavour perception • Practical sensory training for brewery teams • How better beer descriptions can improve sales ABOUT NATALYA WATSON Natalya Watson is a beer sommelier, educator, author and drinks communicator. She has worked across hospitality, marketing and beer education, including roles with Duvel and the Wine & Spirit Education Trust (WSET). Natalia is the author of Beer: Taste the Evolution in 50 Styles and host of the Cheers With Nat podcast. ABOUT BRANDING FOR BREWERIES Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries. SHOW NOTES Natalia Watson Website: https://beerwithnat.com/ [https://beerwithnat.com/] Instagram: https://www.instagram.com/cheers_with_nat/ [https://www.instagram.com/cheers_with_nat/] Book: Beer: Taste The Evolution In 50 Styles Additional Resources Mentioned Mandy Naglich – How To Taste https://howtotastebook.com/ [https://howtotastebook.com/] Mark Dredge – Beer: A Tasting Course https://www.beerdredge.com/product-page/beer-a-tasting-course [https://www.beerdredge.com/product-page/beer-a-tasting-course] Sietze Wijma – Art Of Tasting https://www.instagram.com/artoftasting/ [https://www.instagram.com/artoftasting/] Specific post discussed: https://www.instagram.com/p/DZUSfFtjfOO/?hl=en-gb&img_index=1 [https://www.instagram.com/p/DZUSfFtjfOO/?hl=en-gb&img_index=1] Allagash Blog Example https://www.allagash.com/discover/about-beer/whats-an-imperial-stout/ [https://www.allagash.com/discover/about-beer/whats-an-imperial-stout/] WSET Beer Lexicon https://www.wsetglobal.com/media/14330/wset_l2beer_sat_en_dec2023_issue1.pdf [https://www.wsetglobal.com/media/14330/wset_l2beer_sat_en_dec2023_issue1.pdf] WSET Beer Courses https://www.wsetglobal.com/qualifications/where-to-study-beer [https://www.wsetglobal.com/qualifications/where-to-study-beer] Want more brewery branding, marketing and growth insights? Sign up to the Branding for Breweries newsletter: https://thebrandweaver.co.uk/brewery-newsletter [https://thebrandweaver.co.uk/brewery-newsletter] And explore the full back catalogue of Branding for Breweries on Spotify, Apple Podcasts, YouTube and your favourite podcast platform.

Should Drinkers Care Who Owns Their Beer? | The Indie vs Craft Beer Debate

Should drinkers care who owns their beer? Can a brewery still be considered craft if it is owned by a global beer company? And what is the real difference between craft beer and indie beer anyway? In this episode of Branding for Breweries, Tim Weaver sits down with Neil Walker from SIBA and the Indie Beer campaign, alongside Jez Galaun, Co Founder of Brixton Brewery, to tackle one of the most debated topics in modern brewing. Together they explore the evolving definitions of craft beer and indie beer, the impact of brewery acquisitions, whether consumers really care about ownership, and why transparency matters more than ever. The conversation also dives into market access, pub taps, consumer behaviour, brewery growth, and what independent breweries can learn from larger beer brands. Whether you're a brewery owner, beer marketer, publican or passionate drinker, this episode offers a balanced and thought provoking look at one of the biggest questions facing the beer industry today. * What craft beer actually means in 2026 * Why the Indie Beer campaign was created * Whether brewery ownership matters to consumers * The challenges facing independent breweries * Access to market and the battle for pub taps * What breweries can learn from larger beer companies * Why transparency and trust matter * Whether ownership changes the beer in the glass ABOUT NEIL WALKER Neil Walker is Head of Communications at SIBA and one of the driving forces behind the Indie Beer campaign, which aims to help drinkers identify and support genuinely independent breweries. ABOUT JEZ GALAUN Jez Galaun is Co Founder of Brixton Brewery. Since launching Brixton in South London, he has helped build one of the UK's most recognised modern beer brands and has experienced first hand the opportunities and challenges that come with becoming part of the Heineken portfolio. Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries. USEFUL LINKS 🍺 From Tim and Branding for Breweries Sign up to the Branding for Breweries newsletter https://thebrandweaver.co.uk/brewery-newsletter [https://thebrandweaver.co.uk/brewery-newsletter] Buy the Branding for Breweries book https://amzn.eu/d/00WWplaD [https://amzn.eu/d/00WWplaD] Follow Branding for Breweries on Instagram https://www.instagram.com/BRANDINGFORBREWERIES [https://www.instagram.com/BRANDINGFORBREWERIES] Connect with Tim on LinkedIn https://www.linkedin.com/in/thebrandweaver/ [https://www.linkedin.com/in/thebrandweaver/] 🍻 Neil Walker, SIBA and Indie Beer Visit the SIBA website https://siba.co.uk/ [https://siba.co.uk/] Check out the Indie Beer campaign https://indiebeer.uk/ [https://indiebeer.uk/] Follow Neil on Instagram https://www.instagram.com/neil_edward/ [https://www.instagram.com/neil_edward/] 🏭 Jez Galaun and Brixton Brewery Visit Brixton Brewery https://brixtonbrewery.com/ [https://brixtonbrewery.com/] Follow Brixton Brewery on Instagram https://www.instagram.com/brixtonbrewery/ [https://www.instagram.com/brixtonbrewery/] Follow Jez on Instagram https://www.instagram.com/mrbrixt0n/ [https://www.instagram.com/mrbrixt0n/]

Why Your Brewery Isn't Making As Much Money As You Think | Chris Farmand

Most breweries don't have a sales problem. They have a profit problem. In this episode of Branding for Breweries, Tim Weaver is joined by Chris Farmand, Founder of Small Batch Standard, one of North America's leading brewery finance and benchmarking specialists. Drawing on data from more than 500 breweries across the US and Canada, Chris shares the biggest mistakes brewery owners make when it comes to profitability and reveals where breweries are leaving money on the table. From taproom pricing and staff training to events, merchandise, food offerings and local distribution, this episode explores the practical changes that can dramatically improve brewery profitability without brewing a single extra pint. If you're a brewery owner looking to increase margins, improve taproom performance and build a more sustainable business, this episode is packed with actionable advice. IN THIS EPISODE * Why profitable breweries think differently * The hidden profit leaks hurting brewery growth * Why pricing is the biggest lever in your business * How staff can dramatically increase taproom sales * The surprising impact of food on beer sales * Why merchandise is often under utilised * How to use distribution to drive taproom traffic * Building a brewery that runs like a business ABOUT CHRIS FARMAND Chris Farmand is the Founder of Small Batch Standard, a specialist brewery accounting, tax and benchmarking consultancy. Over the last fifteen years, Chris and his team have worked with hundreds of breweries across North America, helping them improve profitability, understand their numbers and build stronger businesses. Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries. USEFUL LINKS 🍺 From Tim and Branding for Breweries Sign up to the Branding for Breweries newsletter https://thebrandweaver.co.uk/brewery-newsletter [https://thebrandweaver.co.uk/brewery-newsletter] Buy the Branding for Breweries book https://amzn.eu/d/00WWplaD [https://amzn.eu/d/00WWplaD] Follow Branding for Breweries on Instagram https://www.instagram.com/BRANDINGFORBREWERIES [https://www.instagram.com/BRANDINGFORBREWERIES] Connect with Tim on LinkedIn https://www.linkedin.com/in/thebrandweaver/ [https://www.linkedin.com/in/thebrandweaver/] 📊 Chris Farmand and Small Batch Standard Visit Small Batch Standard https://sbstandard.com/ [https://sbstandard.com/] Connect with Chris Farmand on LinkedIn https://www.linkedin.com/in/chrisfarmand/ [https://www.linkedin.com/in/chrisfarmand/] Follow Small Batch Standard on LinkedIn https://www.linkedin.com/company/small-batch-standard/ [https://www.linkedin.com/company/small-batch-standard/] Watch Small Batch Standard on YouTube https://www.youtube.com/@sbstandard [https://www.youtube.com/@sbstandard] Contact Chris chris@sbstandard.com [chris@sbstandard.com] Free Listener Profit Strategy Call https://sbstandard.com/profit-strategy-call-brand-weaver/ [https://sbstandard.com/profit-strategy-call-brand-weaver/]