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Speaker 1: This is Beer in Front, part of the Odd Pods

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Media Network and Beer Media Group. Sometimes the beer in

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front of you is the best one yet. I'll talk

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to different people around the beer world and get their

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stories all about beer. That's Beer in Front, and it's

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coming up now. Welcome to episode two hundred and thirty

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three of Beer in Front. I'm your host Dave z Alatorus,

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and Beer in Front is a proud odd Pods Media

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Network member and charter member of the Beer Media Group.

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You may say to yourself, Dave, you're just some Jimoch

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out of Chicago. How are you getting all these cool guests? Well,

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a big reason why is coming up later on in

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the show. I'm going to talk to Emily Hutto from Redcraft.

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She's one of my favorite, if not my favorite person

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in craft beer. I love working with her. She does

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a great job representing different companies in beer. I don't

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want to get more into it because I want you

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to listen to the interview, but stay tuned for that.

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I'm not going to do a lot of beer news.

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There's a couple things I want to touch on, but

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it's a nice interview, so I want that to be

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more of the focus on this show, so it's mostly

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gonna be Emily and I talking. I think it was great.

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I enjoyed talking to her a lot, so stay tuned

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for that. Foe Bab is coming up right around the corner.

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It's next weekend, so definitely check that out. Next week,

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I'm gonna have a faux Bab preview episode, and usually

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I talked to Ray from the Illinois Craft Brewer Guild,

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and I love talking to Ray. We're the only two

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people in Chicago that are Chicago Bears fans in New

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York Jet fans, so we're the most miserable two people

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probably in this city right now. But I wanted to

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kind of mix things up, and instead of just getting

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from the guild, I wanted to talk to a couple brewery.

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So on next week's show, I talked to the folks

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at Old Irving Brewing and I also talk to the

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folks at Solemn Oath, so kind of get a brewer's

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perspective on what to expect a foebab that's coming up

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next week, So stay tuned for that. Next week. I'll

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probably get it out a little early because Phoebab is

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next Friday and Saturday, so I should have that out

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probably Tuesday or Wednesday of next week. Also coming up,

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I'm going to talk to Blue Ox Malt now, a

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malt house that's out of Maine. Really excited to talk

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to them and hear their story. Someone get into malt.

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I want to know this. So that's going to be

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coming up in a couple of weeks. I want to

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do an episode on Revolution. Now. You may have read

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or heard that their original location on Milwaukee Avenue, the

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brew Hub, is going to shut down next month. They're

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keeping the Kedzie location open. But I spent a lot

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of time at that Revolution since they opened in twenty ten.

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So I'm going to try to squeeze in an episode

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on the original Revolution location. Maybe I'll go there and

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you know, if it's not too busy, I could record

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a segment there. But that really kind of hit hard

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when I saw that pop up on my news speed

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last week. Also, I might be in a magazine. Yesterday

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I get an email from Trent over at Illinois Brewing. Now,

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I love this. This is a quarterly magazine. You could

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pick it up at breweries at high end bottle shops.

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And he asked if he could, you know, ask me

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a couple of questions for the upcoming winter episode. So

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hopefully I make the cut, but you might see my

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mug in a magazine. Who would have thought that? So

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I'll let you know when that comes out. I'm gonna

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try to get trent On as well, and we'll talk

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about the Illinois Brewing Magazine and how do you feature me? You?

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I mean, I know, my last thing starts with a Z.

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I'm at the end of the phone book, but you

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got to dig deep to get to me. But hopefully

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I make the cut, then I'll be in the next

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issue of that. In Beer and Beverage News, I'm gonna

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keep this segment short because I want to get to

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the interview. A couple of things that I saw that

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I want to touch on. You may have seen it

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that most and Cores they're gonna close the line and

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Coogle Brewery in chippew Off Balls, Wisconsin. They've been there

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for well over one hundred years, maybe one hundred and

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fifty years, so that's kind of sad. They've been with

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molten Cores since the late eighties, so I know it's sad,

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but you had to figure sooner or later as a

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big company who was going to do something like this,

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but I do feel bad for the employees of Line

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and Google who were working in ship awaf balls and

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another thing. I don't know how I get sucked into this,

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but my friend Rihanna who lives in Colorado. So Rihanna,

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you should be listening. This is a Colorado episode. She

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sends me something on Instagram about this new chic clawgo handshake,

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which is white claw, grapefruit and a shot of malort.

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It's the Chicago handshake. It's a shot of malort in

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an old style. How is white Claw wanting to get

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in on this? But now she told me I had

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to try it, so now like I have to try it.

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So I don't know I'm getting roped into this, but

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expected video soon of me drinking a white Claw with

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the shot of the Lord. Sweet Jesus help me. Now

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all right, welcome back. I'm so excited to talk with

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this week's guest. Radcraft provides communications support for the craft

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beverage industry. Radcraft is a major factor in why businesses

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that work with them are among the finest in the industry.

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Emily Hutto founded Bradcraft in twenty twelve, and she is

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by far my favorite person in beer, and we could

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get into that later. Emily, I'm so thrilled to meet

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you and honored here to chat today.

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Speaker 2: I'm honored too, Thank you for such kind words, Dave.

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You are one of my very favorite people in beer too.

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Speaker 1: Well, all right, before we get started, we need to

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get the important stuff out of the way. I have

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Moira sitting next to me. Where is Joplin.

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Speaker 2: Joplin, the red healer, the cattle dog is never very

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far away. She's right here next to me today.

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Speaker 1: Awesome. Yeah, I see a little tail every now and

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then walking back and forth. Oh, there she is, sitting

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in a corner. Very good. You have a bed, Joplin,

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You have a bed, lay in the bed I know.

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Speaker 2: And she's still on the hardwood.

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Speaker 1: Yeah. Radcraft is such a cool company. I want to

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thank you for starting it. Is this something you always

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wanted to do?

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Speaker 2: No one has ever thanked me for that before. Thanks

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for saying we're cool. So thanks are in order to

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a college roommate, Trevor, who was really interested in home brewing,

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and through him I got excited about home brewing myself

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before I could even legally buy the final product. I

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graduated with a journalism degree, and I begged publications far

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and wide to accept my freelance words about craft beer

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and fermentation, and a lot of them said yes. So

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I was able to pursue my curiosity about malting and

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fermentation processes through my writing, which took me beyond beer

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to sake, distilled spirits, fermented foods. You name it. If

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it's fermented, I've probably written about it somewhere. And all

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of that writing landed me in the Library of Congress.

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In twenty twelve, I wrote the book Colorado's Top Brewers,

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which is a story about the inception and the influence

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of the beer scene in my home state, the Centennial State,

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and back then Colorado only had about one hundred and

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sixty breweries. It's more than five hundred today. In an

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effort to do my very best research possible, I visited

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just about every one of them.

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Speaker 1: That's research, you have to exactly.

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Speaker 2: I just wanted to do good journalism, and along the

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way I met a lot of amazing people, and many

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of them asked if I might be interested in help

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their breweries in their marketing and communication strategies. So Radcroft

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came along pretty organically and if you'd asked me before

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I got it started, if that was my plan, I

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never could have dreamt it.

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Speaker 1: Like, what did you want to be when you grew up?

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It wasn't this, But here we are.

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Speaker 2: A beer and malt communications professional. Yeah, my sixth grade

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self didn't know what that was to even have that glimmer.

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Speaker 1: Are you still a homebrowarerd you still brew on side?

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Speaker 2: Yes? So my home fermentation pursuits are a little more

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by way of kimchi and yogurt these days, but I

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still really love home brewing. And though I will say

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my equipment's a little bit dusty, I've got it all

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and I should really take that queue to fire it

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up again soon.

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Speaker 1: Yeah, it's been a while. I think my last batch

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was a year ago, and I should fire it up again.

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But yeah, I'm like you. I love doing everything fermentation wise.

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I make my own kombucha through the whole sour dough starter,

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everything like that. So yeah, no, I think it's fascinated.

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Speaker 2: So many things to ferment, so little time.

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Speaker 1: What was your background before starting Radcraft? Sure?

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Speaker 2: So I pretty much started Radcraft right at the tail

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end of what would have been a short lived journalism

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focused career. I graduated from the University of Oregon with

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a degree in journalism. I freelanced in the crappier space

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for several years and then got right into radcraft. So

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I'm still doing a bit of more editorial journalism, but

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I've absolutely gone onto the dark side, like they say,

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and I do more in the pr space now. So

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really my background was just being a young home brewer

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and beer writer who never looked back.

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Speaker 1: That's awesome. Like the first beer I had was Macro.

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That was the stuff that my mother didn't drink beer,

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but my father always had Macro. Now you're a lot

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younger than I am. What was your craft beer? First

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craft beer experience? Was it a Macro or was it craft?

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Speaker 2: It was Kraft, it was original Craft. I have another

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college roommate, two of them to thank on this one,

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Patrick and Sean. They were from Chico, California, So I'm

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sure you know where I'm going with this. They introduced

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me to the They introduced me to the classics here

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in about a pale ill. So I have my epiphany beer,

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as they say, in common with a.

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Speaker 1: Lot of other people. Yeah, you can't go wrong with that.

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It's just a phenomenal beer. Well, right now, I'm going

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to crack open one from one of your partners, SKA.

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This is their Mexican lagger, and I like how it

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says right on the can the hop that they use,

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so they're using side hops and this I need to

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thank Scott for this.

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Speaker 2: I love that sound and I love this beer. So

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Scott Brewing is in Durango, Colorado, where I used to

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live in until just a few months ago I moved

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to town Away and Scott's turning thirty in twenty twenty five.

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This Mexican lager has been around since nineteen ninety nine.

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Speaker 1: It smells phenomenal. I mean it's a little darker than

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your normal craft lagger, but I mean I think the

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smell is good. There's good foam here.

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Speaker 2: So this is probably what we know today as the

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og American made Mexican Lagger. It was the first craft

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lagger in a can in twenty eleven, and it's highly decorated.

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It's one back to back Great American Beer Festival Awards

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in the International Style Pilsner category, and it's just all

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around that easy drinking Mexican lager, kind of subtle horned

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sweetness effect. That I think a lot of us have

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known or come to know and love about that style

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that really SCA was hard of inventing here in the

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United States.

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Speaker 1: Yeah, I mean, this is so good and it's kind

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of a cross. I know a lot of people when

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they think of Mexican laggers think of Corona or something,

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and more of the craft Mexican laggers are closer to

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a Vienna lager, if you will, with more caramel malts.

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But this seems to be like right in the middle.

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I love the taste of this. This is excellent.

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Speaker 2: It's fun experiencing you tasting it in real time, and

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I think you really nailed it on the flavor profile there.

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Skat is unabashed about the fact that they made this

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beer because they didn't want to keep drinking Corona and

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feel like they weren't like they weren't drinking craft. But

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this was their end of day. This is their river beer,

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and so they wanted to make something that emulated that.

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Speaker 1: See. Now, it's funny you call them river beers and

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we call them here shift beers, which I guess we

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could put our beers in the river, but the Chicago

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River is not as clean as the rivers By you.

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Speaker 2: Understood, yeaw, the classic lawnmower beer is another good reference there.

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Speaker 1: You have a lot of great partners that you work

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with at brad Craft, from breweries and distilleries to malt

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and hop companies and pretty much everything in between. What

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makes for a good partnership between a company and Radcraft?

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Speaker 2: Dave, You are so right. Our partners are amazing. I'm

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just so lucky to have them and have worked with

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them in various capacities and over various times for these

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last twelve years. This I love this question. It really

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got me thinking, and I think that my answer is

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authenticity and engagement as key to success when I'm working

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with a craft brewery or a hop farm or a

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craft maltster to tell their story. So I think branding

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and messaging are the most successful when a company is

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really walking the walk on their mission statement and their values,

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and when they're clear about establishing these pillars and they

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hold themselves accountable for carrying them out. I think that

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we can convey their tone with a lot more sincerity

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as their marketing arm. We also need companies to take

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that time and energy to tell us their story over time.

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So the engagement part is really important there too. I

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always say that pr is a long term relationship, and

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I found that the longer I work with a company,

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the more meaningful and authoritative press coverage we can secure.

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Speaker 1: Yeah, and the few that I've spoken with on this show,

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thanks to you, they all just seem like good people.

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Where that could be like the best compliment you give somebody, Yo,

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she's good people, he's good people. They just seem like honest,

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down to earth good people that like myself, I would

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want to get off the zoom screen and meet them

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somewhere and have a beer and talk about their company

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or their farm or their hot farm. They just seem

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like genuinely good people.

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Speaker 2: That is the ultimate compliment. And you and I will

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get off the zoom one of these days and we

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will have one of those beers a couple in person.

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Great beer made by better people. Is another one of

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my one liners about Ratcrafts. This is a very relationship

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driven industry. People are at the heart of what we do,

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and I would say it's their trust in us, that

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they're trusting us to tell their stories that makes my

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small business even possible. That mutual trust really keeps everyone grounded.

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People who work with the earth and live products tend

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to have accepted that some things are just out of

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their control. So there's a humility too that comes with farming, malting,

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or brewing and distilling too.

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Speaker 1: We provide everything regarding communications with companies like you use

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social media work for them as well.

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Speaker 2: I get that question a lot and the answers yes,

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we do everything under the communications marketing sales umbrella. Some

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of our partners we run the entire sales and marketing

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show for, and then some are more project based, some

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join our co op on an annual basis. And for

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all of that, I pull from a wide net of

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professionals cast across the continent who can help with any

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number of communications marketing sales projects. No matter the work,

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we're always working really collaboratively with our partners, and especially

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when it comes to posting on social media. To your question,

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having someone in house tends to be critical. So while

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strategically and from a planning space we can help from

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afar readily, it's it's usually critical that someone is there

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on a to day basis. In particular because we're talking

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about a live product. You know the beer is going

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to change along that it's timeline when it's in the tanks,

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and so then you have to have some flexibility to

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your schedule. But all that to say, we tend to

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be strategists and planners of social media more so than

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those day to day executors of activities.

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Speaker 1: Yeah, because a lot of breweries, you know, they have

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different events day to day. Somebody should be on staff,

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you know, posting this, Hey, come out today for such

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and such food truck or the release of our new beer,

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et cetera, et.

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Speaker 2: Cetera, exactly. And let's be real here. I am just

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one person. My team is just one team. And if

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someone in a skyscraper in New York is running an

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urban brewery and we're out in the woods in Colorado

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posting about it, that might not always line up from

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a messaging standpoint, And so it's possible to work collaboratively

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to make that happen. But we're really mindful about making

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sure that we have that brand guardianship in house when

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we're working remotely with folks.

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Speaker 1: As it's warming up in the glass, Like, I get more,

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do they use corn in this? Because I'm almost getting

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some corn in the flavor profile.

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Speaker 2: You nailed it. Yes, there is corn. In this recipe,

318
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and it has that kind of huskiness and slight sweetness

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which I think differentiates a Mexican wagger from something like

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an American lightlogger. But you nailed it, Dave, Good call it.

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Speaker 1: Yeah, it's so good. And one thing I'm looking on

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their website yesterday, which will lead to an upcoming question,

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because I wanted to check something. The first thing that

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hits me is skank's giving. How cool is that? I

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wish I live near you. I wouldn't cook, I would

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just order from Scott and get that looks fabulous.

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Speaker 2: So, in case you're not familiar, the skank is the

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dance move those of us who are excited about the

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scab music tradition do when we're dancing to this music.

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It's kind of like a funkier version of the can can.

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If you ask me, and if you google skosking, I

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promise you'll just see a bunch of fun people dancing,

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probably in some checker checkerboard outfits and skinksgiving and skank

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anything that rhymes is something that they kind of rely

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heavily on in their branding.

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Speaker 1: Well the area itself, I mean, it's definitely on the

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Mount Rushmore of craft beer in the country. You have

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so many great breweries in your area, plus throughout the

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entire state. If we're being honest, what is it about

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this area that's so good?

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Speaker 2: You'd a question. I feel like I get this question

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a lot, And honestly, if you are out having the

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experience of being in Colorado or you name the state,

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you're probably going to appreciate the quality of the beer

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at its prime. Right the freshest beer is the best beer,

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So there's something to be said about experiencing it and

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being a part of the culture in Colorado, which has

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a lot of connection to connections to the great outdoors.

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So I think there's something special there. A lot of

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folks say, oh, the water is really good here, and

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I do think that's the case for folks brewing out west.

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This is a malt state too. There's a lot of

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malting tradition in the state of Colorado, so there's a

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lot of versatility and what's available for brewers. Versatility tends

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to equal flavor, and all the nearby farms that we

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have tend to equal quality of agricultural product that goes

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into the beer. So those are a couple of hunches.

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But I still think I land on the freshest beer

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is the best beer. So if you're not in Colorado,

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committed us and experience it for yourself.

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Speaker 1: Well. Looking at your portfolio of partners you work with.

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You have hop farms, you have malt farms, I see

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a yeast company there. Where's the water? You need to

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be involved with water. You need to promote Colorado water.

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Speaker 2: I think I probably should that. Maybe that's the next

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tier of the business now that we've I don't want

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to say we've mastered malt, but that's definitely the space

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where the heaviest in. So, yeah, we've got malt, We've

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got hops, we've got yeast. Now we need to promote

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Colorado water.

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Speaker 1: If you were sending out a mixed pack to somebody

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in another part of the country, what would be in

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this mixed pack to showcase the breweries and beer of

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your area.

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Speaker 2: I love this question so much, and I put some

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good thought into it for you because it was it

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was a hard couple of decisions to make. So it's

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obvious probably at this point that I'm very biased to skabrewing.

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00:22:59,240 --> 00:23:01,200
We've been working with for a long time and I

380
00:23:01,279 --> 00:23:04,039
was a big time Ska brewing and music fan long

381
00:23:04,079 --> 00:23:07,039
before I was ever their publicist, So we got to

382
00:23:07,079 --> 00:23:11,400
get some ska in this mixed pack. Durango's time honored brewery.

383
00:23:11,440 --> 00:23:14,359
They're by far the largest in the region. And their

384
00:23:14,640 --> 00:23:18,799
stick being ska music and their entire brand being based

385
00:23:18,799 --> 00:23:21,319
off a comic book I think is really unique. So

386
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we'll throw the Mexican Lagger in there, or maybe, if

387
00:23:24,400 --> 00:23:27,119
the timing is right, the Octoberfest, which is my favorite

388
00:23:27,119 --> 00:23:30,359
beer from SCA. I also want to put a Carver

389
00:23:30,519 --> 00:23:34,079
Brewing beer in this mix pack if you're not familiar.

390
00:23:34,200 --> 00:23:38,279
Carver was the fruit first browhub in Colorado, opened in

391
00:23:38,359 --> 00:23:41,720
nineteen eighty eight, and they're still going really strong and

392
00:23:41,759 --> 00:23:44,599
making some of the best bloggers, in my opinion, that

393
00:23:44,640 --> 00:23:47,839
you can find in the four Corners. They will buy

394
00:23:47,880 --> 00:23:51,839
you a Colorado Trailed nut brownnail if you've just completed

395
00:23:51,880 --> 00:23:55,119
the Colorado Trail from Denver to Durango, so there's really

396
00:23:55,160 --> 00:23:56,559
fun outdoor connection there.

397
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Speaker 1: How long is that? How far is that?

398
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Speaker 2: Ooh, good question, Let's look it up really quick because

399
00:24:01,880 --> 00:24:06,279
I don't want to get this wrong. When you're driving

400
00:24:06,359 --> 00:24:10,519
from Denver to Durango, it takes about six or seven

401
00:24:10,559 --> 00:24:15,240
hours depending on the route that you're taking, and a

402
00:24:15,359 --> 00:24:18,240
quick search on the interweb says that the Colorado Trail

403
00:24:18,359 --> 00:24:20,960
is a four hundred and eighty six mile long trail.

404
00:24:21,960 --> 00:24:22,519
Speaker 1: That's a hike.

405
00:24:23,680 --> 00:24:27,319
Speaker 2: Yeah, it is a couple a couple of major mountain

406
00:24:27,400 --> 00:24:31,319
ranges in there. You're well deserving of a nut brown

407
00:24:31,359 --> 00:24:34,240
ale when you arrive at Carver in Durango. So a

408
00:24:34,240 --> 00:24:37,119
couple more beers for this mixed pack. I must give

409
00:24:37,160 --> 00:24:40,200
a shout to the Dolores River Brewery in the town

410
00:24:40,200 --> 00:24:44,079
where I live. Their patio is just one of my

411
00:24:44,119 --> 00:24:47,319
favorite places on earth. They've been beer making for almost

412
00:24:47,359 --> 00:24:50,920
twenty three years and Mark, They're very humble. Owner is

413
00:24:51,200 --> 00:24:53,759
a legend of Colorado beer in his own way. His

414
00:24:53,839 --> 00:24:56,759
name is Mark young Quis. He's been integral and opening

415
00:24:56,799 --> 00:24:58,960
a lot of brew pubs here in Colorado and the

416
00:24:59,039 --> 00:25:05,480
Virgin Islands. You and his settling in Dolores represents a

417
00:25:05,599 --> 00:25:09,279
really long and impressive brewing pedigree in history. That makes

418
00:25:10,039 --> 00:25:13,319
DRB the Dolores River Brewery kind of this lovable third

419
00:25:13,359 --> 00:25:17,319
place for a lot of residents around here. Let's throw

420
00:25:17,359 --> 00:25:19,880
his Let's throw Marks dryst out in there. Because I've

421
00:25:19,920 --> 00:25:21,759
been drinking as much of that as I can lately.

422
00:25:22,480 --> 00:25:25,480
And then finally, I want to throw a beer from

423
00:25:25,599 --> 00:25:29,759
Wild Edge Brewing in Cortes, Colorado into my mixed pack.

424
00:25:30,480 --> 00:25:36,559
Cortes is just another couple towns away from Durango and Dolores,

425
00:25:36,640 --> 00:25:39,799
so all kind of in the same area. Wild Edge

426
00:25:39,839 --> 00:25:43,279
bruised with a bunch of Colorado grown ingredients my jam,

427
00:25:43,839 --> 00:25:46,440
and they're naming beers after one of my favorite books,

428
00:25:46,440 --> 00:25:49,519
The Monkey Wrench Gang, so it's hard to not include

429
00:25:49,519 --> 00:25:52,319
their Monkey Wrench pale Ale in the mix, not to

430
00:25:52,359 --> 00:25:54,960
mention it's made with cops from the Billy Goat Hop Farm,

431
00:25:55,039 --> 00:25:57,519
which is another of our partners up in Mantra.

432
00:25:57,799 --> 00:26:01,680
Speaker 1: It's unfortunate because it seems like in the latter maybe

433
00:26:01,720 --> 00:26:05,960
since COVID, really that beer has been so hyper local,

434
00:26:06,440 --> 00:26:11,240
where everyone's just focusing on their area. I couldn't get

435
00:26:11,279 --> 00:26:14,039
everything from Scott, but I used to police be able

436
00:26:14,079 --> 00:26:18,240
to get the flagships when I was looking on their website.

437
00:26:18,559 --> 00:26:22,759
There's nothing within one hundred miles of Chicago. I remember

438
00:26:23,200 --> 00:26:26,480
left hand another Colorado brewery that you know. I know

439
00:26:26,559 --> 00:26:29,039
they were going through some issues earlier in the year,

440
00:26:29,559 --> 00:26:32,079
but like I couldn't find a Left Hand or even

441
00:26:32,160 --> 00:26:35,640
their nitro stout. I can't I even couldn't tell you

442
00:26:36,359 --> 00:26:42,640
the last time I've seen that. How has this shifting marketplace,

443
00:26:42,720 --> 00:26:47,000
with everything being so local, how has that affected like

444
00:26:47,039 --> 00:26:49,680
the companies you partner with in radcraft in general?

445
00:26:50,039 --> 00:26:52,960
Speaker 2: That's a good question. I find myself answering a lot

446
00:26:53,000 --> 00:26:56,279
more these days just with the state of the marketplace.

447
00:26:56,960 --> 00:27:00,359
Shout out to you got left Hand nitro milk out,

448
00:27:01,400 --> 00:27:05,319
what a classic example of the style. Long live that one.

449
00:27:05,640 --> 00:27:07,640
But I think what we're seeing is some of those

450
00:27:07,680 --> 00:27:10,720
bigger regional breweries, like the Left Hands of the world.

451
00:27:11,559 --> 00:27:14,240
It's not so much that they're pulling back, but they

452
00:27:14,279 --> 00:27:18,000
have decided to regionalize or get a little more focused

453
00:27:18,000 --> 00:27:21,160
in on their community, which makes sense to me. As

454
00:27:21,200 --> 00:27:23,960
there are more and more breweries than ever before. I

455
00:27:23,960 --> 00:27:27,599
think we're pushing ten thousand in the United States. There's

456
00:27:27,680 --> 00:27:29,839
not as much of a need for a big regional

457
00:27:29,880 --> 00:27:32,720
a couple states away to come through and provide a

458
00:27:32,799 --> 00:27:37,079
portfolio that isn't otherwise available because we have so much

459
00:27:37,160 --> 00:27:39,799
choice these days. So I think that speaks to the

460
00:27:39,880 --> 00:27:44,359
value of really being able to enjoy something that's local

461
00:27:44,640 --> 00:27:47,400
and a little bit leading. You know, this is what

462
00:27:47,440 --> 00:27:49,920
I have available to me now, and so I'll enjoy

463
00:27:49,960 --> 00:27:54,279
it versus seeking out flavors from afar. I see that

464
00:27:54,400 --> 00:27:57,200
in consumer behavior a little bit more. And then I'll

465
00:27:57,200 --> 00:28:00,720
add to Dave. I mean, I've worked in beer for

466
00:28:01,279 --> 00:28:05,799
fifteen plus years now, and it has always been a

467
00:28:05,880 --> 00:28:09,799
dynamic industry for different reasons, of course, but it's always

468
00:28:09,799 --> 00:28:14,079
been in flux in my opinion. So right now, although

469
00:28:15,000 --> 00:28:18,000
I must say it's really disappointing to see some companies

470
00:28:18,039 --> 00:28:22,680
struggle with these low numbers, I'm also seeing this place

471
00:28:22,720 --> 00:28:26,720
in the industry of a lot of consumer intentionality. You know,

472
00:28:26,799 --> 00:28:29,559
people care so much more about where their beer comes

473
00:28:29,599 --> 00:28:32,279
from than ever before. They care a lot about where

474
00:28:32,319 --> 00:28:35,680
their groceries come from, too, and so there's a parallel

475
00:28:35,720 --> 00:28:38,079
there when it comes to choosing your food and choosing

476
00:28:38,079 --> 00:28:42,119
your drinks. And I think what we're seeing the brewery

477
00:28:42,119 --> 00:28:46,039
to brewery level is that companies who are invested in

478
00:28:46,079 --> 00:28:51,519
that really quality beer, local ingredients, investing in their communities.

479
00:28:51,880 --> 00:28:54,680
I mean, those are the ones who are thriving. And

480
00:28:54,880 --> 00:28:58,359
arguably sales and marketing strategy matters more than ever before.

481
00:28:59,400 --> 00:29:03,160
So you know, regardless of what's happening in the wild,

482
00:29:03,279 --> 00:29:06,799
dynamic industry that we're all working in. Those who Roncraft

483
00:29:06,839 --> 00:29:10,759
works with have a lot of awareness and value in

484
00:29:10,799 --> 00:29:14,400
what we do, so we stay busy. But that doesn't

485
00:29:14,480 --> 00:29:18,799
mean that it's not fundamentally changing year over year to

486
00:29:18,839 --> 00:29:19,920
reflect the marketplace.

487
00:29:20,319 --> 00:29:23,359
Speaker 1: Yeah, who knows, maybe next year we'll have some other

488
00:29:23,640 --> 00:29:27,119
national brewery or beer that's out there that is not

489
00:29:27,240 --> 00:29:29,200
a hazy little ranger of.

490
00:29:29,119 --> 00:29:33,839
Speaker 2: Some kind exactly, And we should do this again next

491
00:29:33,920 --> 00:29:36,400
year and say, Okay, what are the new trends? And

492
00:29:36,759 --> 00:29:39,039
you have such a cool job in the industry that

493
00:29:39,119 --> 00:29:41,640
you get to be a part of it as it's

494
00:29:41,720 --> 00:29:44,319
changing in real time, which I think is so conculling.

495
00:29:44,720 --> 00:29:47,920
Speaker 1: Thank you one thing, because you know, I'm in a

496
00:29:48,079 --> 00:29:52,039
huge metropolitan area. Now further downstate, we do a lot

497
00:29:52,079 --> 00:29:56,880
of farming. But in Chicago itself, I don't see, at

498
00:29:56,960 --> 00:30:01,039
least with my eyes, people really care about where their

499
00:30:02,440 --> 00:30:06,160
ingredients come from. In Colorado being more of an open,

500
00:30:06,240 --> 00:30:10,400
outdoor state, do people want to know where their hops

501
00:30:10,440 --> 00:30:13,119
come from or the malt that's coming in their beer?

502
00:30:13,160 --> 00:30:16,440
Are they into that increasingly?

503
00:30:16,519 --> 00:30:19,279
Speaker 2: So? Yes, And if I have anything to do with

504
00:30:19,359 --> 00:30:21,640
it in my career, people are going to be walking

505
00:30:21,720 --> 00:30:24,319
up to bars and asking what was made here with

506
00:30:24,440 --> 00:30:28,559
local malt, what was made here with local hops. Yes,

507
00:30:28,640 --> 00:30:32,039
that's a little bit hopeful, wishful thinking on my part,

508
00:30:32,119 --> 00:30:36,720
but I do think that we're seeing an increased interest

509
00:30:37,000 --> 00:30:40,960
in where our beer comes from. You know, we talk

510
00:30:41,000 --> 00:30:44,759
a lot about local breweries, but what about local breweries

511
00:30:45,079 --> 00:30:48,480
using local ingredients. I think that's a really special selling

512
00:30:48,559 --> 00:30:51,240
point for somebody who has a lot of choice. And

513
00:30:51,279 --> 00:30:53,960
I also think for someone who is maybe the only

514
00:30:54,000 --> 00:30:57,920
brewery in a small town, choosing local ingredients is actually

515
00:30:57,960 --> 00:31:01,960
a way to support other local businesses too. So there

516
00:31:02,000 --> 00:31:05,519
is an economy supply chain conversation that we open that

517
00:31:06,200 --> 00:31:09,000
space up to as well that I think consumers will

518
00:31:09,240 --> 00:31:12,880
really resonate. With that said, I mean, I'm well past

519
00:31:12,960 --> 00:31:15,519
the time of what my elevator pitch would be, So

520
00:31:16,079 --> 00:31:19,039
those who are new, to be recently converting, or maybe

521
00:31:19,039 --> 00:31:21,720
not as interested, are not as quick of a sell

522
00:31:21,920 --> 00:31:26,160
on local ingredients. I think it probably takes a couple

523
00:31:26,279 --> 00:31:29,279
pints or a couple repeat visits to really get to

524
00:31:29,319 --> 00:31:31,920
a space where you get to have that conversation with them.

525
00:31:32,119 --> 00:31:35,039
Speaker 1: Yeah, and I don't want to get to political on this.

526
00:31:35,319 --> 00:31:37,599
But you know, I was reading a couple of things

527
00:31:37,640 --> 00:31:40,480
that with the new regime coming in in January, with

528
00:31:40,599 --> 00:31:43,559
extra tariffs are going to be out there, it might

529
00:31:43,599 --> 00:31:46,440
be more beneficial for companies to stay local and buy

530
00:31:46,480 --> 00:31:51,599
their malt and buy everything in their community. So hopefully

531
00:31:51,599 --> 00:31:53,319
it's more beneficial to stay local.

532
00:31:53,680 --> 00:31:56,880
Speaker 2: I hope so too. I think that there's a really

533
00:31:57,160 --> 00:32:01,039
special feeling of a brewery as a third place, and

534
00:32:01,359 --> 00:32:05,799
if breweries can really capture their community in that way,

535
00:32:06,119 --> 00:32:09,240
they're going to create repeat customers, and those customers will

536
00:32:09,240 --> 00:32:12,880
take ownership and being a part of that community establishment.

537
00:32:13,400 --> 00:32:18,359
So from my lens, the more often you can really

538
00:32:19,279 --> 00:32:22,160
curtail what you're doing to repeat customers and the building

539
00:32:22,160 --> 00:32:25,599
of community, the more likely are to sell more beer.

540
00:32:26,079 --> 00:32:30,880
Speaker 1: Exactly Now, not only you're a busy person, like your

541
00:32:31,000 --> 00:32:33,319
business card has to be like eight and a half

542
00:32:33,359 --> 00:32:38,839
by eleven. You have radcraft. You host workshops on social

543
00:32:38,880 --> 00:32:43,200
media marketing which are fantastic, which I did one back

544
00:32:43,240 --> 00:32:46,359
when I was rehabbing my back injury. Those are great,

545
00:32:46,400 --> 00:32:48,519
so you should sign up for that. The next one

546
00:32:48,559 --> 00:32:53,119
is coming up this week on the fifteenth, so hit pause.

547
00:32:53,160 --> 00:32:55,279
When you're done with this, go to the link that's

548
00:32:55,279 --> 00:32:57,960
in the show notes and sign up for that. You

549
00:32:58,160 --> 00:33:02,039
also are going to have a beer marketing course at

550
00:33:02,079 --> 00:33:07,559
the University of California Davis along with Julie Road starting

551
00:33:07,559 --> 00:33:10,680
next year. Fann is so flip and cool. I am

552
00:33:10,759 --> 00:33:14,119
like stoke for this. Are you tired yet, Emily? Do

553
00:33:14,160 --> 00:33:16,319
you need a nap? Because you have a lot on.

554
00:33:16,240 --> 00:33:19,000
Speaker 2: Your plate and I have a lot of gray hair

555
00:33:19,119 --> 00:33:22,680
to prove it. But in all seriousness, thank you for

556
00:33:22,759 --> 00:33:26,519
the kind words about our workshops. They are super niche

557
00:33:26,640 --> 00:33:30,680
social media workshops that answer FAQs that we get from

558
00:33:30,680 --> 00:33:34,640
our network, and we have rockstar guest speakers. This next one,

559
00:33:34,960 --> 00:33:38,839
like you said, is this Friday, November fifteenth. Julie Rhoades

560
00:33:38,960 --> 00:33:41,920
of Not Your Hobby Marketing Solutions is joining me for

561
00:33:42,680 --> 00:33:46,680
social media automation that sells more beer. That one's pretty

562
00:33:46,680 --> 00:33:50,839
self explanatory. And then beginning in March of next year,

563
00:33:51,200 --> 00:33:54,039
Julie and I are going to be teaching digital marketing

564
00:33:54,079 --> 00:33:58,960
for Cracked Breweries via the UC Davis Continuing in Professional

565
00:33:59,440 --> 00:34:05,920
Education program. That's a mouthful, but all that to say,

566
00:34:06,039 --> 00:34:09,119
it is an eight week course. It's open to all,

567
00:34:09,760 --> 00:34:13,199
and this digital marketing for craft breweries. Course is really

568
00:34:13,199 --> 00:34:16,320
designed for folks who are in the process of opening

569
00:34:16,320 --> 00:34:19,320
a brewery, maybe one day plan to do so, or

570
00:34:19,480 --> 00:34:23,320
perhaps they have an existing brewery that they want to rebrand.

571
00:34:23,800 --> 00:34:25,880
So those are all good reasons to sign up for

572
00:34:26,000 --> 00:34:29,320
this course. Top by myself and Julie Rhodes, who I

573
00:34:29,440 --> 00:34:31,639
must give a shout out to. I love teaching, co

574
00:34:31,760 --> 00:34:34,079
teaching with her and just knowing her in general.

575
00:34:35,000 --> 00:34:37,320
Speaker 1: Now, is this going to be like a one off

576
00:34:37,400 --> 00:34:38,519
or is this going to be you said it's an

577
00:34:38,519 --> 00:34:40,559
eight me course. Is this going to be something that

578
00:34:40,599 --> 00:34:45,400
you continue down the road with, you know, volume two

579
00:34:45,639 --> 00:34:46,320
or what have you?

580
00:34:47,800 --> 00:34:50,440
Speaker 2: Well, I guess Volume one would have been a course

581
00:34:50,480 --> 00:34:52,679
that Julie and I taught this past year at the

582
00:34:52,760 --> 00:34:56,360
University of Vermont. We did something similar and it will

583
00:34:56,400 --> 00:35:00,440
be our first of hopefully many courses that we do

584
00:35:00,519 --> 00:35:03,639
for UC Davis. But at this point we're only signed

585
00:35:03,719 --> 00:35:07,079
up to do this first course. I have to guess

586
00:35:07,119 --> 00:35:10,079
that a lot of it is determined by how well

587
00:35:10,119 --> 00:35:12,760
it does. So if you're listening and you're even just

588
00:35:12,800 --> 00:35:15,960
a little bit curious or inspired, feel free to reach

589
00:35:16,000 --> 00:35:18,320
out to me and I'm happy to answer your questions.

590
00:35:18,519 --> 00:35:21,800
Speaker 1: Yeah, I'll include all those links in the show notes.

591
00:35:21,960 --> 00:35:24,360
Are you going to still continue to do the workshops

592
00:35:24,719 --> 00:35:26,960
once the UC Davis course starts.

593
00:35:27,639 --> 00:35:30,920
Speaker 2: Absolutely, so we'll have another round of workshops in twenty

594
00:35:31,000 --> 00:35:35,519
twenty five. I'm currently building the program, So if you,

595
00:35:35,679 --> 00:35:39,159
Dave or your listeners have any suggestions for social media

596
00:35:39,239 --> 00:35:41,480
specific topics that you'd like us to explore.

597
00:35:41,679 --> 00:35:44,360
Speaker 3: I am all ears, not that you don't have enough

598
00:35:44,400 --> 00:35:47,880
on your plate, but are you going to do another

599
00:35:48,000 --> 00:35:52,840
podcast after Industry Relief? It was like a season of

600
00:35:52,920 --> 00:35:55,880
ten last so by way too quick, like it's done.

601
00:35:56,400 --> 00:35:59,400
You have that the best theme song in all of

602
00:35:59,519 --> 00:36:02,119
podcast so you need to get that back out.

603
00:36:02,440 --> 00:36:05,000
Speaker 1: You need to do another podcast. I know you. We

604
00:36:05,079 --> 00:36:09,159
have your microphone still there somewhere, Emily, it's there. You

605
00:36:09,199 --> 00:36:11,960
need to put right here. It's with the homebrewing equipment,

606
00:36:12,039 --> 00:36:15,400
dusted off, and start another podcast.

607
00:36:15,880 --> 00:36:18,760
Speaker 2: I was so inspired, Dave, I really should and yes,

608
00:36:19,159 --> 00:36:22,400
long term, I love podcasting, you know, I actually love

609
00:36:22,440 --> 00:36:24,800
it so much that I'm in the process of launching

610
00:36:25,719 --> 00:36:31,199
an incubator of sorts for budding podcast projects. I learned

611
00:36:31,320 --> 00:36:35,280
via the Radcraft Industry Relief podcasts, which thank you for

612
00:36:35,320 --> 00:36:37,960
the kind words are our theme song is very sein

613
00:36:38,039 --> 00:36:42,400
filled us. But I learned through this podcast something that

614
00:36:42,440 --> 00:36:45,559
I know, you know, which is that podcasting is so

615
00:36:45,800 --> 00:36:51,360
much work and inner disciplinary work no less, and I'd

616
00:36:51,440 --> 00:36:54,280
really love to help others get through some of the

617
00:36:54,320 --> 00:36:57,159
bottlenecks that we came across when we were producing this

618
00:36:57,239 --> 00:36:59,800
first one. So there's a lot more to come on this,

619
00:37:00,320 --> 00:37:02,719
but for now, I'll give a little shout out to

620
00:37:02,760 --> 00:37:07,559
the first podcast to join our new podcast network. It's

621
00:37:07,599 --> 00:37:11,480
the Ryan MTB podcast. He's based in Durango and he

622
00:37:11,599 --> 00:37:15,199
interviews notable names in the off road cycling sphere. So

623
00:37:15,320 --> 00:37:17,960
there's a lot to come there and I'd be happy

624
00:37:18,039 --> 00:37:21,360
to keep sharing information as it comes down our pipeline.

625
00:37:21,559 --> 00:37:24,639
Speaker 1: Well that's cool. I know I've heard you on other

626
00:37:24,760 --> 00:37:28,280
shows doing research for this and another thing off that's

627
00:37:28,320 --> 00:37:31,840
the subject. There's another person with your name out there,

628
00:37:31,880 --> 00:37:35,559
so wh googling. There's someone I'm like, I'm looking like

629
00:37:35,719 --> 00:37:38,239
Emily does vaccines. Oh, I need to talk to her

630
00:37:38,280 --> 00:37:41,400
about it. It's a different Emily Hutto. There's so many

631
00:37:41,719 --> 00:37:45,679
medical field I'm like, Oh, I needed to know about things.

632
00:37:46,719 --> 00:37:50,280
Speaker 2: There is a medical writer somewhere in the Midwest by

633
00:37:50,360 --> 00:37:55,079
exact name, and she is covering topics that I will,

634
00:37:55,800 --> 00:38:01,519
you know, never touch in my life. And yeah, I

635
00:38:01,599 --> 00:38:05,039
see her name a lot too when when I'm looking

636
00:38:05,079 --> 00:38:08,519
for things or excuse me, she comes across my radar

637
00:38:08,639 --> 00:38:11,159
really often, and she probably is wondering the same thing

638
00:38:11,199 --> 00:38:13,760
about me, like why are all my friends asking me

639
00:38:13,800 --> 00:38:14,360
about beer?

640
00:38:14,639 --> 00:38:19,280
Speaker 1: Yeah, that's episode one of the new podcast. You both.

641
00:38:19,920 --> 00:38:20,599
I like it.

642
00:38:21,360 --> 00:38:22,840
Speaker 2: I like the strategy, Dave.

643
00:38:23,039 --> 00:38:26,840
Speaker 1: Yes, Emily, I thank you so much. This has been

644
00:38:26,920 --> 00:38:29,800
a lot of fun. Where can people find out more

645
00:38:30,000 --> 00:38:34,239
about radcraft, the workshops, the course everything.

646
00:38:34,599 --> 00:38:37,679
Speaker 2: You are so kind, Dave, You're one of my favorite

647
00:38:37,679 --> 00:38:39,519
folks to work with and to talk to you. Thanks

648
00:38:39,519 --> 00:38:42,159
for all the questions. So you can find us at

649
00:38:42,280 --> 00:38:45,840
radcraftbeer dot com. If you'd like to participate in one

650
00:38:45,880 --> 00:38:48,360
of our workshops, you can go to radcraftbear dot com

651
00:38:48,400 --> 00:38:52,639
slash shop. And if you're interested in learning more about

652
00:38:52,639 --> 00:38:56,280
the UC Davis Digital Marketing for Craft Breweries course, you

653
00:38:56,360 --> 00:39:02,159
can go to CPE dot UC Davis splash Brewing.

654
00:39:02,960 --> 00:39:05,280
Speaker 1: And I'll include all those links in the show notes,

655
00:39:05,440 --> 00:39:08,239
because if you're driving, focus on the road, don't be

656
00:39:08,320 --> 00:39:12,440
writing us down. The links will be down there later yes, Emily,

657
00:39:12,639 --> 00:39:15,840
thank you so much. Again. We'll hit end and we

658
00:39:15,840 --> 00:39:19,360
could talk about why you're my favorite person. But I'm

659
00:39:19,440 --> 00:39:22,119
really touched that you came on to talk this afternoon.

660
00:39:22,400 --> 00:39:23,960
I appreciate it so much.

661
00:39:24,800 --> 00:39:26,880
Speaker 2: Well, that goes both ways. It was such an honor.

662
00:39:26,960 --> 00:39:29,519
Speaker 1: Dave Joplin, enjoy the rest of your nap.

663
00:39:30,480 --> 00:39:31,559
Speaker 2: Diamoira Rose.

664
00:39:38,079 --> 00:39:42,159
Speaker 1: All right, I'm gonna have another beer from Colorado courtesy

665
00:39:42,159 --> 00:39:45,719
of Loan Tree Brewing. If you remember, back in April,

666
00:39:46,039 --> 00:39:49,000
I had Jerry on from Loan Tree and we were

667
00:39:49,039 --> 00:39:53,199
talking about their eu floric seltzer. But I do like

668
00:39:53,239 --> 00:39:55,800
their beers. I was there, Like I mentioned on that

669
00:39:55,920 --> 00:40:00,440
episode with my wife Ruby years ago, Blada was really cool.

670
00:40:00,800 --> 00:40:03,639
This is a Mexican style lager. This is the Mexican

671
00:40:03,760 --> 00:40:07,239
Lager episode of Beer in Front, but this is a

672
00:40:07,320 --> 00:40:11,639
Mexican style lager five point three percent. This has brought

673
00:40:11,639 --> 00:40:14,159
home some hardware as well. This is a two time

674
00:40:14,639 --> 00:40:18,280
metal winner at the Great American Beer Festival. So let's

675
00:40:18,320 --> 00:40:29,960
crack open the Mexican lager from Lone Tree Brewing Company.

676
00:40:30,920 --> 00:40:34,440
This is a really nice color as well, light, good

677
00:40:34,440 --> 00:40:38,000
couple fingers of foam here, smells really good. I got

678
00:40:38,000 --> 00:40:40,079
nothing I could argue with the aroma here. I think

679
00:40:40,079 --> 00:40:43,599
it smells fantastic. That's really good as well. I get

680
00:40:43,679 --> 00:40:47,960
more of like a malt sweetness up front on this

681
00:40:48,000 --> 00:40:50,159
one than I did from the one at SKA. But

682
00:40:50,320 --> 00:40:53,079
I really like this one too. I think this is

683
00:40:53,159 --> 00:40:55,800
really good. Not getting a lot of hops, but you're

684
00:40:55,840 --> 00:40:59,239
not expecting a ton of hops and a Mexican lager.

685
00:40:59,480 --> 00:41:02,800
Now that's really good. There is a little bit there

686
00:41:02,800 --> 00:41:05,920
that I'm getting now on like the second sip of

687
00:41:06,079 --> 00:41:09,719
a little bit of hop flavors there. But it's really good. Yeah,

688
00:41:09,760 --> 00:41:12,320
this is great. This is one. You could crush these

689
00:41:12,360 --> 00:41:16,079
all day long. Five point three percent alcohol. You know,

690
00:41:16,159 --> 00:41:18,159
you could have more than one of these if you're

691
00:41:18,679 --> 00:41:22,000
sitting outside. Well now in Chicago it's cold, the heat's

692
00:41:22,039 --> 00:41:24,159
going on all the time, so I don't know if

693
00:41:24,159 --> 00:41:26,880
I'll be sitting in the backyard much, but this would

694
00:41:26,920 --> 00:41:28,880
be a good beer to sit and have a couple of.

695
00:41:29,480 --> 00:41:31,639
Really good. I really enjoy it. Like the flavor of this.

696
00:41:31,800 --> 00:41:35,000
I like the malt sweetness that I'm getting from this. Yeah, no,

697
00:41:35,119 --> 00:41:37,719
that's a winner. If you're in the Colorado area or

698
00:41:37,800 --> 00:41:41,039
where Loan Tree distributes. I've definitely put this one in

699
00:41:41,079 --> 00:41:43,639
the cart. I think it's really good. This would be

700
00:41:43,639 --> 00:41:47,320
one I'd be sitting watching football games or something having

701
00:41:47,360 --> 00:41:49,639
a couple of these. So if you're around and you

702
00:41:49,679 --> 00:41:52,880
see anything from Loan Tree, especially the Mexican lagger, you

703
00:41:52,920 --> 00:42:07,039
need to put this one in the carts. All right.

704
00:42:07,079 --> 00:42:09,519
That's gonna wrap things up for this edition of Beer

705
00:42:09,639 --> 00:42:12,880
in Front. I thank you very much for listening. If

706
00:42:12,960 --> 00:42:15,800
you'd like to support the show, head over to Patreon

707
00:42:15,920 --> 00:42:20,000
dot com slash beer in Front for more information. If

708
00:42:20,000 --> 00:42:21,760
you need to get a hold of me, email me

709
00:42:22,000 --> 00:42:25,440
Dave ats Beerinfront dot com If you have any show

710
00:42:25,519 --> 00:42:29,480
ideas or suggestions, I'd love to hear about it. Once again,

711
00:42:29,559 --> 00:42:33,199
I need to think. Emily Hutto from Radcraft were coming

712
00:42:33,239 --> 00:42:37,119
on talking about her great company in the Colorado area.

713
00:42:37,719 --> 00:42:40,840
If you're in beer, and you're not just the persons

714
00:42:41,639 --> 00:42:43,840
like me who just have a drinking problem, if you're

715
00:42:43,920 --> 00:42:46,719
actually in the beer business, you need to get a

716
00:42:46,760 --> 00:42:49,679
hold of Emily and have her do some work for you.

717
00:42:49,800 --> 00:42:53,360
Because Emily is the best and takes care of her partners,

718
00:42:53,400 --> 00:42:56,199
so please check her out. All her information will be

719
00:42:56,239 --> 00:42:58,239
in the show notes. Have a great week, i'll see

720
00:42:58,239 --> 00:43:01,760
you next week, and remember sometimes the beer in front

721
00:43:01,760 --> 00:43:03,639
of you is the best one yet