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

How To Avoid Costly Beer Label Mistakes

Creating a standout beer brand is hard enough. Having to redesign it after launch because it breaches industry regulations is even harder. In this episode of Branding for Breweries, Tim Weaver is joined by Matt Lambert and Laura Demorais from the Portman Group to demystify one of the UK's most misunderstood organisations and explain how breweries can confidently launch new beers without falling foul of the Code of Practice. From can labels and pump clips to beer names, illustrations, point of sale material and marketing campaigns, Matt and Laura explain exactly what the Portman Group looks for, the most common mistakes breweries make and how producers can use the completely free advisory service to avoid costly redesigns before products ever reach the shelf. If you've ever wondered where the line is between creative branding and regulatory compliance, this conversation provides practical guidance every brewery owner, designer and marketer should hear. In This Episode • What the Portman Group actually does • Why so many breweries misunderstand the complaints process • The free advisory service every brewery should be using • Common beer label mistakes • Designing packaging that remains compliant • How complaints are assessed • The truth about under-18 appeal • Naming beers without creating problems • Pump clips, point of sale and brewery marketing • Practical advice before launching your next beer About The Guests Matt Lambert is Chief Executive of the Portman Group, the UK's self-regulatory body for alcohol marketing, promotion and sponsorship. Laura Willoughby leads the Portman Group's Advisory Service, helping breweries, cider makers, wineries and distillers launch products that comply with the Code of Practice while retaining strong commercial branding. Together they provide practical support, confidential advice and education to producers across the UK drinks industry. Show Notes Learn more about The Portman Group The Advisory Service: https://www.portmangroup.org.uk/advice/ [https://www.portmangroup.org.uk/advice/] The complaints process: https://www.portmangroup.org.uk/complaints/ [https://www.portmangroup.org.uk/advice/] The Code of Practice: https://www.portmangroup.org.uk/codes-of-practice/ [https://www.portmangroup.org.uk/codes-of-practice/] The Independent Complaints Panel: https://www.portmangroup.org.uk/panel/ [https://www.portmangroup.org.uk/panel/] Previous decisions: https://www.portmangroup.org.uk/icp/ [https://www.portmangroup.org.uk/icp/] 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/] Listen to more Branding for Breweries episodes on Spotify, Apple Podcasts and YouTube. 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 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, to explore the strategy behind naming beers people remember, talk about and buy. With thousands of breweries competing for attention, finding an available beer name is only the beginning. Mike shares how Rhinegeist approached beer naming, created memorable product families, balanced creativity with clarity and avoided expensive trademark problems. They also get into consumer psychology, testing names before launch, why shorter names often work better and how a strong beer naming system can strengthen your entire brewery portfolio. Whether you're naming your first core beer or your hundredth seasonal release, there are plenty of practical ideas here to steal for your next naming session. • Why naming beer is harder than ever • What makes a beer name memorable • Building names that fit your brewery brand • Creativity versus clarity • Creating beer name families across a portfolio • How consumer psychology affects naming • Avoiding trademark and legal problems • Testing beer names before launch • Why shorter names often work better • A practical framework for naming your next beer 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 its brand portfolio through naming strategies, brand systems and creative campaigns. Mike now works independently with breweries and consumer brands on naming, strategy and brand development. 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 about beer branding, brewery marketing and business growth. This episode of Branding for Breweries is proudly supported by Charles Faram. For over 160 years, Charles Faram has been supplying and developing hops from around the world to help brewers create great beer. Grower owned and brewer focused. https://www.charlesfaram.com [https://www.charlesfaram.com]

Beer Quality: 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 Master Cicerone and BJCP Grand Master Judge Max Finnance to explore one of the most important, and least discussed, parts of running a brewery: beer quality. Max explains how breweries can assess their beer more honestly, spot problems before drinkers do and build better quality control and sensory programmes. They get into beer competitions, off flavours, sensory panels, consistency, when a batch should be dumped and the uncomfortable question every brewery needs to ask: can great branding ever make up for bad beer? • Why friends and regulars aren't always the best judges of your beer • How beer competitions can improve quality • Common beer faults breweries miss • Building a practical brewery quality programme • Sensory training and tasting panels • Why consistency matters • Homebrew versus commercial brewing • Mistakes breweries make when entering competitions • Can branding overcome poor beer quality? • When a batch should be dumped Max Finnance is a Master Cicerone, BJCP Grand Master Judge, Pommelier, Certified Specialist of Spirits and independent beverage consultant. He works with breweries, cider producers and drinks brands across North America on 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. 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/max-finnance/] Email: 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] Explore the full back catalogue of Branding for Breweries on Spotify, Apple Podcasts, YouTube and your favourite podcast platform. In this episodeAbout Max FinnanceShow Notes

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/]