Brew Your Business: The Ultimate Craft Beer Playbook incorporates cultural, legal, business, public relations, management, science, networking, and brewing experience into one easily accessible book for everyone wanting to know more about craft beer brewing, tasting, and selling.
Thoroughly researched, the authors provide a tasty overview of the various types of craft beer, methods for brewing, and opportunities for taking your crafted beer to market. In their Talking from the Tap! Interviews, industry experts offer their takes on what they do, how they arrived in their current positions, why they do it, and where they are going in the industry.
Whether you are new to craft beer or have been in the industry for a while, you will find in these pages a go-to guide to many topics of importance to all brewers, drinkers, and enthusiasts. It’s time to get serious about craft brewing and the culture of craft beer. So, choose your favorite suds and set out upon this journey. You won’t be disappointed. Cheers!
|Publisher:||Rowman & Littlefield Publishers, Inc.|
|Product dimensions:||6.10(w) x 9.00(h) x 1.10(d)|
About the Author
Regina Luttrell spent the first half of her career managing high-level public relations and marketing activities for Fortune 500 companies, governmental entities, as well as non-profit organizations. Upon leaving corporate America she earned her Ph.D. and now teaches public relations and social media at Syracuse University, S.I. Newhouse School. She is the (co)author the following books: Social Media: How to Engage, Share, and Connect, The Millennial Mindset: Unraveling Fact from Fiction, Public Relations Campaigns: An Integrated Approach, The Agency Handbook, and A Practical Guide to Ethics in Public Relations. To this project, she brings not only her extensive background in strategic development and implementation of corporate and internal communication and marketing programs, but a proven track record of success in researching, writing, and publishing, as well as a passion for enjoying a good craft brew.
Todd Luttrell, craft beer enthusiast, is an accomplished scientist and business professional with nearly 20 years of discovery and leadership experience. His 15 years as an Organic Chemist promotes a philosophy of experimentation, which has led to many popular home brews as shared within the community. He leverages a fundamental understanding of the science behind brewing to help unlock many of the hidden elements within the brewing process. Additionally, his many years of management, marketing, and business development experience also lend themselves in the execution of fundamental business strategies and successful business launches. He holds multiple patents and has also written various peer-reviewed articles.
Sean McGrath is a committed homebrewer with over 20 years of experience and many more years of enthusiasm regarding craft brews. He actively attends beer festivals and conferences in the New England region to further his knowledge of current craft brewing techniques and flavors. He currently serves as an assistant brewer on many occasions with Mike Wenzel and Michael T. Young at the Helderberg Mountain Brewing Company. Sean also has an interest in the detailed business and production sides of brewing, has developed a nuanced understanding of the industry, and is deeply committed to furthering and sharing his knowledge with others. Sean also dutifully served his country in the Navy and has been a Service Technician-Senior for two global corporations for the past 24 years. He looks forward to continued brewing experimentation.
Table of Contents
Foreword Mike Wenzel, Helderberg Mountain Brewing Company vii
Talking from the Tap! Coauthor Sean McGrath xv
Part I Understanding Beer Culture: Not Just for the Brewing Novice 1
Chapter 1 Craft Beer History and Culture: "What Can Knowledge Do for You?" 3
Talking from the Tap! Mike Stevens 13
Chapter 2 Beer Basics: What Do I Need to Know? 17
Talking from the Tap! Lauren Zeidler 26
Chapter 3 Brewin' Up Some Beer: Barely Gettin' Started 29
Talking from the Tap! Devon Hamilton 36
Part II Building more Beer Knowledge and Skills: The Complexities of Beer and Brewing 41
Chapter 4 More about Primary Beer Ingredients 43
Talking from the Tap! Lily Calderwood 56
Chapter 5 You Don't Need to Be Einstein: The Science behind a Good Brew 59
Talking from the Tap! Gwen Conley 68
Chapter 6 From Extract to Grains: Brewing Bigger! 75
Talking from the Tap! Emily Armstrong Jeff Joslin 84
Part III Starting up a Brewery, Bar, or Tasting Room: Brewin' up a Business 89
Chapter 7 "How Do I Get My Business Approved?" The Ever-Changing Landscape of the Beer Industry 91
Talking from the Tap! Billy Pyatt 102
Chapter 8 How Do I Market and Promote My Business? 107
Talking from the Tap! Susanne Hackett 116
Chapter 9 I Think I'm a People Person: How Do I Manage a Small Business? 119
Talking from the Tap! Ingrid Alvarez Cherney 128
Part IV Immersing Yourself in Craft Beer Culture: It's Time for Some Fun … and Beer! 131
Chapter 10 Getting Familiar with Others in the Industry: More about Learning and Drinking 133
Talking from the Tap! Erin Peters 143
Chapter 11 Ready, Set, Brew! Enough Networking, Let's Get Down to Brewing: Six Recipes 145
Talking from the Tap! Laura Ulrich 152
About the Authors 195