Podcast
Brewbound Podcast
Hosted by Brewbound · EN
The Brewbound Podcast is an extension of Brewbound's leading B2B beer industry reporting, featuring interviews with beer industry executives and entrepreneurs, along with highlights and commentary from the weekly news. New episodes are released every Thursday. Send comments and suggestions to podcast@brewbound.com.
23episodes
Episodes
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Athletic's Bill Shufelt is Bullish on the Future of NA Beer – and the Beer Category
1w ago00:52:56Tap to summarizeAthletic Brewing co-founder and CEO Bill Shufelt is "the most excited" he's felt since founding the dedicated non-alcoholic (NA) beer brand. On the latest edition of the Brewbound Podcast, Shufelt shared what's driving his hyped feeling, with a foundation he and co-founder John Walker laid about a decade ago. That foundation is built on a team of 300 co-workers, bicoastal brewing facilities, a strong distribution base for its core beers, a slate of new products hitting retailers and marketing campaigns beginning to ramp up. "I'm very bullish on the long-term health and growth of the category and our part in growing that," Shufelt said. "It was very hard to get non-alcoholic beer from zero to 2% of beer, but there are actual retailers in the U.S. [where] non-alcoholic beer is touching up against 20% of their beer sales." Those retailers lend credence to Shufelt's belief that NA beer can be a much bigger part of the beer category. Shufelt explained that consumers are very early in the NA beer discovery curve, with the vast majority unaware how the product has changed in the last decade. Even with the stage set for growth, Shufelt acknowledged that Athletic still has work to do for the company and the segment to reach some of his loftier goals. For Athletic in particular, which holds around 22% of the NA beer segment, distribution remains its biggest opportunity. "In independents, no matter how much our distributors smile at us and tell us we're a priority, we're in like 10% of their independents," Shufelt said. "And I can go into stores in almost any state in the country and look at a shelf that is controlled by our distributor that has five-plus non-alcoholic beer products on it, and Athletic will have none. There's just such untapped distribution out there still." For now, Shufelt is focused on driving Athletic and NA beer forward. But could the future include an IPO? An Athletic led by someone else? Shufelt said it's possible, but he doesn't want to be on the outside looking in on an opportunity he was one of the few people to see. Before the interview, Justin, Jess and Zoe discuss the latest headlines, including the mixed results craft brewers are seeing from the World Cup, the American Cider Association co-locating its 2027 CiderCon conference with the Brewers Association's Craft Brewers Conference, the closure of Nebraska's largest craft brewery and the top new products of so far this year.
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F.X. Matt Brewing's Fred Matt on Mid-Strength Beer and Generating Retail Energy; Plus, Changes Coming to GABF
2w ago00:35:33Tap to summarizeAt 138 years old, F.X. Matt Brewing isn't slowing down. President Fred Matt joined the Brewbound Podcast to discuss the Utica, New York-based craft brewery's plans for 2026 and beyond, which include Saranac Weekend Warrior Mid-Strength, a 3% ABV hazy IPA and Right Coast Spirits Italian Ice, a vodka-based RTD produced in partnership with Barrel One Collective. Plus, Jess and Zoe discuss news highlights, including changes coming for the Great American Beer Festival and 2025 production data for taprooms and brewpubs.
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Revised Craft Production Data, Plus Chats with Victory and Odell
3w ago00:55:02Tap to summarizeWas craft brewers' 2025 less bad than we thought? The Brewers Association issued a revision to its annual production report, which places the industry at -4%, up from previously published -5.1%. In this Brewbound Podcast episode, Zoe and Jess break down what the changes mean for the challenged craft beer industry, as well as several middle-tier deals and recent scan data. This week's featured interviews highlight Victory Brewing co-founder Bill Covaleski and director of brewing operations Joe Slavick and Odell Brewing CEO Eric "Smitty" Smith. Both conversations were recorded during the Craft Brewers Conference in Philadelphia in April.
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Off-the-Wall Marketing with Garage Beer's Andy Sauer; How Occasions Drive Julie Rhodes' Kick Fizz
May 2700:43:23Tap to summarizeOne of the hottest beer companies in the U.S., along with a budding THC-infused beverage entrepreneur, join the latest edition of the Brewbound Podcast in back-to-back interviews. Garage Beer owner Andy Sauer shares upcoming plans for the fast-growing lager brand, including the introduction of Home Depot-style buckets and stubby bottles. Garage Beer is riding a growth wave, posting 193% year-over-year gains in 2025, to 220,000 barrels of beer. Garage ranked as the 12th-largest craft brewery last year, but the company has intentionally kept "craft" out of its messaging. Sauer discusses striking the balance in marketing with celebrity owners Jason and Travis Kelce and some of the more off-the-wall campaigns the brand has deployed through its writer's room approach to marketing. But first, Julie Rhodes, co-founder of THC-infused beverage brand Kick Fizz, explains how she's preparing for the federal government's November ban of most THC drinks. Rhodes, who also runs consulting firm Not Your Hobby Marketing Solutions, digs into creating an occasion-focused brand, the misconceptions about infused beverages and the challenges small producers face at retail. Before the interviews, Justin, Jess and Zoe discuss the Brewers Association's 2025 production data release. They discuss the top 10 brands that posted growth last year and jockeying among them.
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NBWA's Craig Purser Talks Middle-Tier Hot-Button Issues; Aeronaut's Deepa Chungi on a Successful Events Biz
May 2000:51:29Tap to summarizeAs middle-tier M&A dominos fall this summer, National Beer Wholesalers Association (NBWA) president and CEO Craig Purser joins the latest Brewbound Podcast to discuss the tectonic shifts in the distribution landscape following Republic National Distributing Company's (RNDC) fire sale. Purser is part of a double shot of interviews this week, including Aeronaut director of programming Deepa Chungi, who shares how the Massachusetts craft brewery created a booming events business. First, Purser offers insights into what middle-tier consolidation means for small producers and distributors, and how the power structure has been reshaped with mega spirits distributor Southern Glazer's Wine & Spirits picking up Anheuser-Busch InBev's distribution rights in major markets. Purser also explains what he believes the intoxicating hemp beverage industry needs to do to get lawmakers onboard and potentially avert the ban coming in November. Then, Chungi explores the keys for small breweries looking to add private and public events to their businesses, and why events such as "Pitch a Friend" and Dungeons & Dragons game nights have packed Aeronaut's taproom. Plus, the Brewbound team discusses the demise of Schlitz, the closure of Minneapolis' Bauhaus Brew Labs and a helluva partnership for Mike's Dirty Lemonade.
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How Lawson's Stays on Brand, and Rhinegeist's Plans Amid Hemp Bev Prohibition
May 1400:47:58Tap to summarize2023 was a sea-change year for several craft breweries who underwent leadership changes. Lawson's Finest Liquids and Rhinegeist Brewery were among the companies who underwent CEO transitions that year. Lawson's CEO Adeline Druart and Rhinegeist CEO Adam Bankovich discuss entering Year 3 of their respective tenures at the top of those companies in separate featured interviews on the latest edition of the Brewbound Podcast. In the first conversation, Druart dives into the "ongoing conversation" at the Vermont brewery of "what makes a Lawson's Finest beer a Lawson's Finest beer" and defines what makes a Sunshine brand. "Really for us, it's IPAs – clear IPAs using Citra hops, and with a very bold flavor profile," she said. "The more conversations we have like those – defining who we are, the more I'd say clear we are moving forward what's on brand, what's off brand." Druart also discusses the impact of Lawson's community giving programs, accelerating business by moving distribution to Baker Distributing in its home state, the launch of Hop Wired hazy and juicy IPA and much more. Then, Bankovich explores the anniversary of launching the Cincinnati craft brewery's first NA beer line Ghost, with new offerings to follow. He also explains why launching Fuzzy Bones, a sparkling THC drink, has been a challenging and educational "crash course," following Ohio's ban on intoxicating hemp beverages. Fuzzy Bones launched in six states, with three additional states expected to follow. Rhinegeist is "trying to stay nimble with it," as a federal ban looms in November. "I wish that our government officials could learn enough from the past to act quickly because this industry developed so quickly, seemingly out of nowhere," he said. "We just really need a chance to not fall into the trap of Prohibition and instead write proper regulation now and in real time as consumers want these products instead of prohibiting them for years and years and years." Bankovich also dishes on Rhinegeist's daily hospitality efforts to make guest experiences' special, the growth of the company's core Truth and Cincy Light brand families and several expedited new additions: Half Truth session IPA, limited-time summer offering Cincy Light Watermelon and Sea Salt and Cincy Vodka Soda, the company's first spirit-based offering. Before the interviews, the Brewbound team reviews that latest news, including: A recent Bump Williams Consulting report on long-tail craft brands finding success; Leadership changes at the American Cider Association; And Boston Beer's 15% ABV Lytt beyond beer creation in glow-in-the-dark, lightbulb-shaped 6.8 oz. containers.
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RNDC's Dismantling; Plus Eco Beverages and Russian River
May 601:01:21Tap to summarizeRepublic National Distributing Company (RNDC) continues to unwind, so BevNET spirits editor Ferron Salniker joined the Brewbound Podcast to break down the latest. RNDC, once the country's second-largest wine and spirits distributor, has been selling-off markets piecemeal to competitors from coast to coast. Announced deals have included 11 markets to the Reyes Beverage Group, brand rights and some assets to Columbia Distributing, operations in 17 control states to Martignetti. (Note: this conversation took place before Breakthru announced it would acquire RNDC operations in Kentucky and Indiana or that it was revealed Quality Beverage would buy RNDC assets in Nebraska, North Dakota and South Dakota.) RNDC's current state can be traced to the butterfly effect of a host of suppliers leaving its California operations over the last several years, resulting in the company exiting the state. "It's no surprise that if your biggest suppliers leave your biggest state and beyond, then the rest of your business is going to be affected," Salniker said. "What's happening now is no surprise, but it feels like it's happening all of a sudden." In addition to her analysis, the episode features conversations with Eco Beverages co-founder Anna Nadasdy and Russian River Brewing co-owner Natalie Cilurzo. Nadasdy discusses her organization's push to help craft beverage manufacturers navigate Extended Producer Responsibility laws. Cilurzao recapped her brewery's recent Pliny the Younger launch and Russian River's latest push to share its sustainability work. Justin and Jess also break down recent beer news, including Lord Hobo and Lone Pine's pivot to contact production and Q1 earnings from Boston Beer and Molson Coors.
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From Beer to Better-For-You: How Octopi Brewing Is Adapting to a Shifting Beverage Industry
May 400:09:27Tap to summarizeIn this Brewbound Podcast Interview, Justin Kendall sits down with Mitch Wedemeier, Director of Planning at Octopi Brewing, live from the Brew Expo floor at the Craft Brewers Conference. Now just over two years into its acquisition by Asahi (January 2024), Octopi has refined its strategic vision under the leadership of Paul Verdu. The company is pursuing two parallel paths: continuing as a best-in-class mid-range co-packer while also growing the Asahi Super Dry brand in the U.S. market. Mitch shares that Octopi's co-packing business is currently a 50/50 split between alcoholic and non-alcoholic beverages, with strong demand for non-alcoholic beer (using their award-winning membrane filtration process) and rapidly growing categories like healthy sodas, prebiotics, protein sodas, and mocktails. On the format side, he's seeing real momentum in 19.2 oz single-serve cans, variety packs, and the emerging 7.5 oz "mini" can format, which Octopi is adding to its line by mid-summer. Rather than chasing volume with dozens of clients, the team is focused on partnering with 10–20 brands in the ~15,000-barrel range that have meaningful growth potential. CPG founders interested in co-packing with Octopi can visit AsahiBeerUSA.com and connect directly with Mitch through the contract manufacturing section.
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Wrapping Up CBC 2026; Plus, Chats with Carbon Copy, Brewers of PA and Love City
Apr 2900:40:42Tap to summarizeAfter a week of good (dare we say sunny?) vibes in Philadelphia, the Brewbound team regrouped to put a bow on the 2026 Craft Brewers Conference (CBC). Jess, Zoe and Justin discussed the overall feel of this year's event compared to the previous two CBCs in Indianapolis and Las Vegas, as well as the Brewers Association attempting to change the narrative around craft beer. They discuss president and CEO Bart Watson's nudge to tell some of the more positive stories around craft beer, and his own attempts during the State of the Industry speech. Plus, the trio explored RNDC's fire sale this week, as the distributors struck deals with Martignetti for 11 control state markets and Columbia Distributing for certain wine and spirits brand rights in Washington and Oregon, as well as an agreement in Alaska. Then, we bring you a trio of Pennsylvania-centric interviews, starting with a check in with Carbon Copy co-founder Brendon Boudwin on the Philadelphia brewery's less pretentious approach compared to some legacy craft brewers. After that, we shift gears with snippets of interviews recorded during Brewbound's happy hour at Love City Brewing. In the first chat, Brewers of PA executive director Hannah Ison explained the guild's work to modernize the state's malt beverage tax credit program, which would allow craft breweries that have made facility upgrades or equipment purchases to sell those credits to other Pennsylvania producers or gain extensions. The show wraps up with Love City Brewing co-founder Kevin Walter's take on modern craft drinkers and how the brewery is pulling those drinkers into its taprooms with niche events.
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CBC Week + a Blockbuster Brewery Deal
Apr 2100:23:30Tap to summarizeThe Brewers Association's Craft Brewers Conference (CBC) rolled into Philadelphia this week – and so did the Brewbound Podcast On Location Studio. In this episode of the Brewbound Podcast, the team shares their early reads on a week in which the vibes seem high compared to previous years. Zoe recaps the opening keynote speech by Unreasonable Hospitality author and former restaurateur Will Guidara, including his hyper-experiential approach to customer service and what a "dream weaver" is and whether you should be concerned that your server is eavesdropping on you. But first, Justin provides details on Firestone Walker and Duvel USA striking an agreement to acquire the Stone Brewing brand and four California taprooms from Sapporo USA – just under four years after the Japanese brewing giant acquired the San Diego craft brewery. Justin, Jess and Zoe dig into what the deal means for craft market share in California, how the combined company plans to approach distribution and which taprooms are on the move, as well as what this means for Sapporo in the U.S. and what happens with the Escondido production brewery. The trio also share takeaways from Brewbound's party at Love City Brewing.
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