Brewing Success with Shawn Sherlock of Foghorn Brewery: From Local Branding to $2M+ Revenue - Insights on Crafting Quality Beer, Overcoming Market Challenges, and Building a Respected Brand in the Craft Beer Industry. (Episode 1 - Shawn Sherlock)

In this episode of The Brewers Institute, host Michael Capaldo interviews Shawn Sherlock, founder of Foghorn Brewery, who shares valuable insights from his extensive brewing experience. Shawn discusses the importance of quality and community connection in brewing, highlighting his commitment to building a strong local brand. Despite challenges, Shawn's focus on innovative beer offerings and exceptional customer experiences has led to significant success, with Foghorn Brewery generating impressive revenue in its nearly 10 years of operation.

A glimpse into the questions Michael posed to Shawn Sherlock.

 

1. Can you give us a bit of an overview of the last 10 years of Foghorn Brewery?
   
   Shawn Sherlock, the mastermind behind Foghorn Brewery, has overseen a decade of craft beer excellence in Newcastle. With a focus on quality and community, Foghorn has become a local favorite, offering innovative beers, delicious food, and memorable experiences. While plans for expansion were in the works, the current priority is strengthening local connections and solidifying the brand within the Newcastle and Hunter region.
   
   

2. How important is it to have a presence in local bottle shops and to have your brand on the shelves?
   
   Shawn Sherlock emphasizes the importance of having a presence in local bottle shops and having your brand on the shelves. It's crucial for brand visibility and reaching customers who prefer to buy beer for home consumption. This presence can also drive customers back to the brewery, enhancing the overall brand experience and potentially increasing margins.
   
   
   

3. How do you approach packaging and distribution, considering the costs and challenges involved?
   
   Shawn Sherlock approaches packaging and distribution with careful consideration of costs and challenges. He acknowledges that packaging is expensive and brings unique challenges such as quality control once the product leaves the brewery. Factors like storage space, refrigeration, and distribution logistics play a significant role. Sherlock has explored innovative solutions, such as refrigerated distribution systems and collaborative sales collectives, to overcome these challenges and get beer to market efficiently.
   
   

4. Could you describe how you initially developed the brand for Foghorn Brewery?
   
   Shawn Sherlock and his partner James initially developed Foghorn Brewery's brand through grassroots efforts, choosing the name for its local and nautical connections. Despite humorous initial associations, the name added a fun element. As the brewery grew, Sherlock collaborated with visual artists to create logos and brand identities reflecting their values and aspirations, aiming to stand out in the craft beer market and resonate with their target audience.
   
   

5. Did you bring in external consultants or experts to help with branding and marketing?
   
   Shawn Sherlock did bring in external consultants and experts to assist with branding and marketing, particularly during the time when Foghorn Brewery was working with Mighty Craft. This partnership involved a brand refresh in 2019, which included new logos, packaging, and an overall investment in branding and marketing strategies. Sherlock emphasized the importance of working with experts in these areas, as it can significantly impact the success and growth of a brewery, especially when aiming to expand into new markets and increase brand visibility.
   
   

6. What does success look like to you, personally and professionally?
   
   Shawn Sherlock views success as multifaceted, encompassing both personal and professional aspects. Personally, he finds success in the quality of the beer produced, ensuring it is consistently excellent and something he is proud to offer customers. He also values the satisfaction and control over his destiny that comes with running a successful brewery, along with the happiness derived from his work. Professionally, success involves maintaining a profitable business that can support its employees and sustain itself, without necessarily aiming for extravagant financial gains or selling out for millions. Overall, Sherlock's definition of success revolves around self-driven satisfaction, quality of product, and meaningful contributions to the craft beer industry.
   
   

7. How do you balance brewing beers that you're excited about with what the consumer wants to buy?
   
   Shawn Sherlock approaches the balance between brewing beers he's excited about and what consumers want with a thoughtful perspective. While he considers the preferences of the consumer when creating recipes, he also focuses on innovation and pushing boundaries within the craft beer sector. Sherlock believes that crafting high-quality, innovative beers that resonate with consumers is key to success in the industry.
   
   
   

8. What future do you see for your brewery in the next 10 years, especially in light of recent changes and challenges?
   
   Shawn Sherlock envisions a future for Foghorn Brewery focused on strengthening its position as a local favorite. He aims to enhance connections with the community, innovate with beer and food experiences, and potentially reintroduce packaging for local distribution. Sherlock's immediate focus is on solidifying the brand locally, growing sustainably, and navigating current economic challenges, with the possibility of expanding or building a new brewery in the future.

 

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Quotable quotes from our special The Brewers Institute guest:

Quality is the cornerstone of success in brewing – Shawn Sherlock

Invest in branding and marketing; it's a quick return on investment – Shawn Sherlock

Success isn't about Ferraris; it's about passion and control over destiny – Shawn Sherlock

Craft brewing is about pushing boundaries and contributing to industry evolution – Shawn Sherlock

Focus on local roots and sustainable growth for lasting impact – Shawn Sherlock

 

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                               Music by Oleg Fedak from Pixabay