Libsyn Directory

Inside Rhinegeist’s Merch Strategy – Emotional Hooks, Limited Drops and Loyal Fans

Release Date: 06/04/2025

Brewbound Podcast

On the latest Brewbound Podcast, the Brewbound team closes the book on a lackluster selling season. Brewbound senior reporter Zoe Licata breaks down the final round of off-premise data, with a letdown from the historically sales boosting summer beer occasions. Zoe along with Brewbound editor Justin Kendall and managing editor Jessica Infante also recap the latest 3 Up, 3 Down quarterly report from 3 Tier Beverages, noting a few bright spots through the halfway point of the year, including alternative packaging styles such as smaller can formats. Plus, the team...

BrewDog USA’s Eric Franco on Gaining Greater Autonomy and Getting Focused

Brewbound Podcast

Less has been more with BrewDog’s U.S. business over the last year and a half. On the latest episode of the Brewbound Podcast, BrewDog USA chief sales and marketing officer Eric Teodoro Franco explains how the business has “done fewer things better,” leading with a focus on its core brands, which helped the brand increase volume 26% last year, to 89,084 barrels of beer, according to data from the Brewers Association (BA). “We were very, very famous and very willing to be famous for throwing a lot against the wall and seeing what would stick for many, many...

Columbia Distributing Leaders On Building a Next Gen Pipeline of Beer Leaders

Brewbound Podcast

Columbia Distributing leaders believe they’ve tapped into a pipeline for the next generation of beer industry workers. On the latest edition of the Brewbound Podcast, Columbia president and CEO Chris Steffanci, VP of sales, Portland Chris Watzig and former intern Rebecca Logan share the ins and outs of the Pacific Northwest distributor’s Beer Careers Program. Watzig and Logan offer decades-apart experience of the 10-week paid internship program, which introduces participating students to all elements of Columbia’s business and operations. Watzig entered the...

Lessons on Navigating California's Turbulent Craft Distribution Market with Kevin McGee

Brewbound Podcast

Kevin McGee used his law degree more than he expected when his family took over legacy California craft brewery Anderson Valley Brewing Company (AVBC), including in legal battles over distribution rights. Now that the family has sold the brewery, a move , McGee is putting his degree to use full time. On the latest edition of the Brewbound Podcast, McGee recounts recent franchise law cases and victories in the Golden State and shares his expectations for more challenges to craft brewers’ ability to switch distributors in the future. McGee,...

Rupee Beer Poised for Indian Cuisine’s Breakout Moment

Brewbound Podcast

Rupee Beer founders Van and Sumit Sharma believe they’re ready to meet Indian cuisine’s moment. On the latest edition of the Brewbound Podcast, the brothers share their journey of launching the Indian American beer brand during the COVID-19 pandemic as an add-on purchase at their family’s restaurant. Today, Rupee has expanded distribution to 18 states – most recently California – and the Sharmas are readying for an “explosion” of Indian restaurants entering the U.S market. “We’re doing something that really directly ties it into the only story...

A Look at Uncle Nearest’s Fight to Retain Control of Operations

Brewbound Podcast

Representatives of Uncle Nearest were in court last week fighting to retain control of the whiskey brand’s operations as its lender seeks the appointment of a receiver as the company has fallen into default on $108 million in loans. BevNET spirits editor Ferron Salniker joins the Brewbound Podcast to share the latest on the case, including arguments made in court last week in favor of CEO Fawn Weaver remaining in charge, a gag order on comments to the media and on social channels and the timeline for a judge’s ruling. Plus, the Brewbound team discusses aluminum can...

Bump Williams Consulting on the Importance of Defending Display Space, 1st Half 2025 Trends

Brewbound Podcast

While defending shelf space remains important, suppliers need to make sure they’re also retaining lucrative display, floor, promotional and feature space, Bump Williams Consulting (BWC) president Dave Williams and VP of business development and portfolio strategy Brian “BK” Krueger shared in the latest edition of the Brewbound Podcast. “That’s what really multiplies anything that you have on the shelf,” Krueger said. Beer brands’ display losses aren’t just coming from competitors within the category – they’re coming from other mega alcohol...

Berkeley Alley Beer’s New Owners on Being ‘Crazy and Strategic’

Brewbound Podcast

After years working at various breweries and hosting their own craft beer podcast, Chelsea Rhoads and Liz Hess finally decided to take the plunge and buy a brewery. The pair, who co-host the Body By Beer podcast, acquired Denver’s Berkeley Alley Beer Company earlier this summer and have put their own spin on the beloved local spot. They joined Brewbound managing editor Jess Infante for a conversation about why now was the time to become brewery owners and how they plan for Berkeley Alley to be a community gathering hub. The brewery, which opened as De Steeg before being sold and...

How Almanac Embraced Its Tiniest Taproom Guests and Their Parents

Brewbound Podcast

Almanac Beer got lots of people (including the hosts of this podcast!) talking earlier this summer when it announced it was ditching the word “taproom” and rechristening its Alameda, California-based location as Alameda Adventureland. There was a lot more than alliteration and snappy branding behind the move. Eschewing the “taproom” part of its name made way for Almanac to embrace all the other things it had become: a gathering space for all members of the community, whether or not they drank beer. In the fourth and final installment in the Brewbound Podcast’s...

The Future is Hoppy: HPA's Record-Breaking Harvest

Brewbound Podcast

Ray Latif spoke with Chris Swersey of Hop Products Australia (HPA) and Mitch Steele of New Realm Brewing about the 2025 Australian hop crop. Swersey reported a bountiful harvest for HPA, with total production up 10% and yields increasing by 30% despite reduced acreage. This success stems from favorable weather and significant investments in productivity and technology. Their new HPA HOP Central pellet plant, which processed popular varieties like Galaxy, Ella, and Eclipse, recently achieved FSSC food safety certification. Mitch Steele praised HPA's Galaxy hops, highlighting its consistent...

More Episodes

Merchandise remains an important piece of Rhinegeist Brewery’s business, and the Cincinnati brewery is leveling up under the guidance of merchandise director Jenny Morrissey.

Morrissey and Rhinegeist VP of marketing Tracey Ireland share the evolution of the company’s merch strategy from “marketing tool,” to an individual business unit.

After hitting its peak in the late 2010s, Rhinegeist’s merch business started to decline. Morrissey, who joined the company a year ago, has brought a fashion background and a new approach to the business, from assortment planning to limited-time offerings.

Morrissey and Ireland share how they’re working to engage Rhinegeist’s diverse customer base, from out-of-town visitors to the brewery’s Cincinnati taproom, to its home market “super fans.”

“We’re trying to get as many skull drop T-shirts on as many people as possible for every occasion,” Morrissey said.

Morrissey and Ireland discuss efforts to re-engage fans with new products via event-driven and limited-time offerings and monthly product drops.

“We’re exploring doing a lot more illustration, a lot more nods back to Cincinnati heritage and just having a lot more fun with it, a lot more humor,” Morrissey said. “And then driving sales with scarcity, essentially, and keeping our assortment fresh. It’s such a good lever to pull to just keep things fresh, keep people coming back to check what we have that’s new.”

The conversation covers trend spotting, sourcing inspiration, partnering with brands and tapping into a collector community. Morrissey and Ireland also share why creating emotion is key to breaking through with consumers. Plus, they share when to cut bait on slow-moving inventory.

Ahead of the interview, the Brewbound team talks through Republic National Distributing Company’s (RNDC) exit from California. Plus, the trio play Another Round or Tabbing Out on the creation of family-friendly spaces, and Almanac CEO Damian Fagan’s distaste of the word “taproom.”

TOPICS