The Brewing Industry’s Dirty Little Secret
I was chatting with my buddy Matty (the genius behind Pillars’ epic design) and we landed on something strange.
Not people being negative about the brewing industry…
But people in the brewing industry being negative.
It’s subtle until you notice it.
Nine times out of ten, when you talk to a brewer, the story sounds something like:
“Taxes keep going up”
“We’re not selling like we used to”
“It’s harder to survive”
Sure, there’s truth in some of it.
But pause for a second and contemplate on this, if that’s the narrative you’re putting out there to investors, buyers, collaborators, or drinkers…
You can see why they might back away.
No one wants to climb aboard a sinking ship.
The reality?
This industry isn’t wholly sinking.
It’s thriving in pockets.
It’s overflowing with creativity, talent, and community spirit.
We just don’t shout about it enough.
Here’s my challenge to you this month:
Celebrate your wins – however small they might seem.
Share your experiments – new recipes, collabs, formats, or events.
Champion others – rising tides lift all ships.
Show trade buyers you’re worth backing – enthusiasm is contagious.
If you’ve done something great, let people know.
If you’ve discovered something exciting, get it out there.
If you’re working with someone awesome, share the love.
Because this isn’t about being out there on your own anymore.
It’s about creating a wave so big that we all rise with it.
Make the conversation around indie beer positive, exciting, and irresistible again!!!
What’s one win you can share this week? Hit reply and tell me, I’ll cheer you on from here.
Rock on,
Tim
