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Year In Beer 2024: Victoria
62 Plays10 hours ago
The third of our Year In Beer 2024 podcasts finds us on home turf as we turn our attention to Victoria.
It’s undoubtedly been a tough year for many there, something that became very apparent when we started totting up the voluntary administrations, sales and closures from the past 12 months. Hospo trade has been down and suffered accordingly too, yet there’s also been much to enjoy and plenty to celebrate, from great beers, new breweries and venues, to successful events and more.
Joining Will and James to cast an eye over the year are Cherry Murphy and Jimmy Krekelberg. Cherry spent ten years with Blackhearts & Sparrows, many of those as the indie retail chain’s beer buyer, curating their range, hosting diverse events, and putting together a number of fascinating collaborations.
Jimmy is the founder and head brewer of Good Land Brewing in Traralgon, a brewery he founded after plying his trade at a number of breweries overseas. While his lager is their biggest seller, he’s garnered a reputation as a brewer of some seriously out there and creative beers too, from voluptuous smoothie sours to hefty imperial stouts.
As part of their chat about the year in beer in Victoria, Will and James also discuss this week’s opening of Sailors Grave’s Dunetown home in Gippsland, three years after they unveiled their plans.
Start of guest segments:
- 23:32 – Cherry Murphy
- 33:41 – Jimmy Krekelberg
The Crafty Pint’s 2024 Year In Beer series is proudly presented by Mogwai Labs, leaders in liquid yeast solutions. For the perfect pitch every time, visit mogwailabs.com.au.
Relevant links:
- The Crafty Pint’s Year In Beer 2024
- Sailors Grave Dunetown
- Good Land Brewing
To find out more about supporting the show or otherwise partnering with The Crafty Pint, contact [email protected].
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Transcript
Introduction and Focus on Victoria
00:00:05
Speaker
Hello, and welcome to the Crafty Point podcast. I'm Will. I'm James, and we're almost up to the midpoint of our Year in Beer 2024 series, maybe exactly at the midpoint, um as we head home turf. Yes, yeah, obviously we're both based in Victoria, so it's and it's time to talk about Victoria.
Challenges in the Victorian Beer Industry
00:00:24
Speaker
It is indeed, yeah. And it's been, um what do we say, interesting, would be the the sort of the the more, um I guess, subdued manner, just describing the year gone by.
00:00:33
Speaker
it's It's been a tough year, I think, for a lot of people. um Yeah, big time. that Obviously, if you we're not going to count them all up, but if you were to, there's been a lot of closures, a lot of VA's here. Yeah. Small business restructuring, yes sales, probably a lot more breweries and sort of businesses on the market than you'd...
Impact on Hospitality and Successful Venues
00:00:52
Speaker
be aware of maybe obviously just sort of you know dangling ah a carrot out there and seeing if something comes through which I guess was the case with Westside so it was on the market for some time before they found what looks like a really positive sale but yeah I mean right from the start of the year there's been big and small breweries you know some high-profile ones hawkers deeds you know a fair few along the way um and I think with hospitality as well even outside of beer hospitality I think you know there's been some pretty big names have fallen in in the the dining scene yeah
00:01:20
Speaker
what have you as well. um And a lot of people you talk to have sort of quoted huge figures like Hospo generally being down about 40% across Melbourne at least. And it's that general thing of places even if they're busy people are spending less money. Yeah.
00:01:36
Speaker
Oh, yeah yeah, we only spoke about before talking talking to people going on that they walk in on a Friday or Saturday night to their brew pub and they're like, yes, we're killing it. And then then they look at the the takings at the end of the night. um But interestingly, I think, you know, there's obviously, you know, exceptions that prove they're all just as with the rest of the country, there's been new places opening, there's been people moving into places. But I think also, I had a conversation, one of the kind of origin venue owners back in May. um And back then, you know, people knew
Consumer Spending Trends Post-COVID
00:02:00
Speaker
it was going to be tough. And they were enjoying their best year in 10 years and I sort of gave it some thought I think well why would a successful business be enjoying its best year in 10 years and I do wonder whether there's been this sort of mentality of people going well I haven't got a huge amount of money to spend but I do need to go out every now and then just for my sanity and it's what I enjoy and maybe you're not going to take a risk maybe you're not going to go to that new place or that place that you might might enjoy and you're going to go to the nailed-on
00:02:26
Speaker
quality venues. And so maybe it's been a case of the cream maybe not right there's know rising to the top, or at least maybe them being a little bit more secure than the newer venues or so some, you know, so some maybe not. And bottle shops as well, of spending's down. I think people are more willing to spend it out. Maybe that's a bit COVID related as well. People remember what it was like not going to pubs for a very long time. So they're really, if they do have the ability to, that's where they want to spend the money on really good pub experience or really good brewery experience.
New Openings and Developments in Victoria
00:02:56
Speaker
yeah Yeah, for sure. So I know it's been tough. I mean, there's obviously, you know, speaking to people, there's been pick up across the board, I think in the last few weeks, as there always is this time of year. So I think everyone's hoping for this lovely weather at the minute, hoping for a bumper summer and then fingers crossed some change on a macroeconomic level pretty early next year to sort of maintain, I guess, maintain that spend, but just get a bit of confidence back into the local consumer market in a
00:03:22
Speaker
in a state, and in ah you know, one of the major cities that really been hit hard. um But I mentioned openings there. I mean, there's been, I guess, well, even this week, yeah there's been one of the, I guess, most anticipated lot long awaited yeah openings the week you spoke to Gab at Sailor's grave the other day. Yeah, Junetown. So ah Chris and Gab were our first podcast guests. So it's nice that we're sort of finishing up a year ah with um that story. They announced that more than three years ago in the sort of end of it.
00:03:49
Speaker
There were early delays, but they' they've only actually opened a few weeks later than they hoped. They really needed to get open now because the part of um Victoria they're in, that that a East Coast, from Boxing Day till the end of school holidays, yeah that is that is when people are there in a huge
Sailor's Grave and Moondog Expansion
00:04:08
Speaker
number. So really, really good they've not opened. It's a stunning looking venue. I can't wait to check it out. it It's beautiful. It's very, very sailor's grade-esque. They'll also be brewing off it from this week, so so a lot more interesting beers from them to come. The brew house is really set up to make beer in the way they want to make it. so it And on-site malting as well? Yeah, exactly. Yeah, and working with a lot of local people in the community. say yeah and and And there's more from that, even though they hadn't and they weren't too far along with the build when they spoke to us a few months ago, there is more detail. If you go back to that podcast episode, one where they talk about some of the um yeah some of the plans they have for for what they're going to do there.
00:04:46
Speaker
Listen to Chris talk about corn for about 45 minutes. I think we cut that down a little bit. didn't we ah but But the reason for the corn is to you can tell us a bit why they're putting such a focus on corn and playing to use corn in in brewing as well. Yeah, well, it's a the area has been growing corn for a very long time. Gabs grandfather was ah one of these early people who cri started Corn Co-op, it's now a sort of leading research area. So they have all this seed stock and and really interesting stuff. And, you know, talking to them, they want to have simple kind of, at least some simple beers that have a real Providence story. And and and that's how they can achieve it. and um
00:05:25
Speaker
Yeah, I think it's really exciting and it also means that there'll be awesome tacos on their food menu. Yeah, excellent stuff. And I guess, you know, over the rest of the year, um we've reported on it recently, like Moondog is probably, in terms of scale, what they've done this year is quite, well, it's unlike anything any other small brewery's done ever, um you know, in, and I guess, modern craft beer history with you know following Moondog World, whip first with Wild West in Footscray and then with Doglands and with the Beach House in Frankston to come.
Craft Beer in Mainstream Events
00:05:54
Speaker
um It sounds like things are fairly um hectic in in the world of Moondog at the minute. um But I think it opened three venues in one year. Frankston may not get there, we'll see. yeah but um
00:06:05
Speaker
it It would be amazing if they could do that on a small scale, but I don't know. Three venues with a capacity combined capacity of around about 3,000. But I think what what's exciting there, you know, we've touched upon it before, I think, is with Doglands being right next to Marvel Stadium, we've we've heard from people who were like at the Pearl Jam gig recently, they went into Doglands and said the place was absolutely pumping, which is yeah obviously good for Moondog's coffers, but it's putting craft beer, you know, non-mainstream beer into a lot of people's hands who may not otherwise have been to a craft brewery before. um Obviously St Andrews Beach Brewery opened their brew pub yeah next to Rod Laver as well. So, you know, for for all, you know, I guess the naysayers might try and say, oh, craft beers have its day, whatever. It's still being seen as something appealing to put in these places and is going to be reaching new audiences, you know, and as we found over the last 10, 15, 20 years.
Brunswick's Brewery Scene and Collaborations
00:06:57
Speaker
Often when people try something different,
00:06:59
Speaker
don't go back. So I think all all these things are, you know, a promising scene that those sort of connections there. um um I know that one you really enjoyed going to visit earlier when we did a Cabal event earlier in the year is in South Melbourne. Yeah, Brumanity as well. And again, Westside Ale Works has been there for a long time, but that part of Melbourne really starved for breweries and and craft beer in general as well. So to see that open,
00:07:24
Speaker
I love their focus. Obviously David Neats, former football player, they've sort of got a, you know, they're playing the footy most of the time. They probably does have a bit of a different feel to a lot of breweries in other areas, but it's, it's so bromanity. It's, it's sort of so human um and Foxy as well. Like, like I love just how they've sort of turned their vision into reality.
00:07:45
Speaker
Yeah and even though they've got you know they've got Tim who's worked at a number of breweries around, they have an excellent brewer, but for one I understand Neeta's there a lot of the time just going around and sort of checking people out and having a good time really and just really enjoying because I mean it's been the best part of a decade since they put their first beers out before they're actually having the venue so it's great to see it happen and they're just, yeah, they're just genuinely, genuinely great humans. And then I guess, um, Rocky Ridge, we've touched upon. We had a chance a guest a while ago. Um, but I guess Brunswick, which is your home turf has had a bit of a up and down turbulent time, but I think it's ended up with as many, or maybe even more breweries than before, despite the closures. A sort of net, uh, net zero kind of situation. I think they're on the same number. How appropriate for Rocky Ridge. So subcultures opened up a couple weeks ago. There's a bar at the moment. They're just about to start brewing. Obviously, Alchemy closed, but then, yeah, Thunder Road is now Keeper. Thunder Road's at Rocky Bridge. Too much change to keep up with. There is. And you can hug Jack White last night, so. Yes, of course. It still can't hear quite properly. And Temple is now Keeper.
00:08:53
Speaker
Yeah, and it's this thing we talked about a lot in the National Wrap that there is a bit of a one-in-one-out situation maybe going on now. People are buying breweries if they're of the right size and they see the opportunity. But I think with Rocky Ridge, that was that was a huge story for us this year. There was a lot of people incredibly excited yeah yeah to see them come over here. Yeah, for sure. And I think what we'll just stay on Brunswick as well. I think, you know, Bridge Road leading that um suburb collaboration as well. it you It ties into what we're seeing. Like you're really focusing local a lot more, I guess, collaboration, working together, but trying to own suburbs, like trying to, you know, really, really, really get people to buy into, you know, the local breweries that are there, which is pretty, pretty cool.
Success of Small-Scale Regional Festivals
00:09:35
Speaker
Yeah. And some of the breweries I've loved visiting the most have been those in areas that are really under service, Smiley, Orsonbury and Packham South, halfway between sort of where my family is from and Melbourne. So I,
00:09:47
Speaker
can stop in there and have a couple of beers which is really good but it would be mostly local people going in there so that's servicing an area they've been open a little while longer but 3806 as well nearby they're doing great stuff um even even like natural science and liquor which is a small bottle shop they added a bar component we wrote about it early in the year gaining these eastern suburbs that has really been under service not not even from craft beer just in general sort of a Good place to go out that isn't full of poking machines and where you can ah feel comfortable with on your own or with your family and things like that. So so there's still a lot of really positive stuff happening. I think it ties into that, you know, which i come up many times in conversation articles is that.
00:10:35
Speaker
if you think it through and look for the right space you know where there is a need you know a need for whatever it is you have in mind there is still opportunities. um We talked about it before like Castleman is not the biggest of regional towns and yet you've got two breweries there you know Love Shack you know we've talked they were our breakthrough brewery last year so really kicking goals um and you know created this wonderful unique space and you see them on tap in a lot of the best you know venues around Melbourne and you've got Shedshaker who'd been there a while longer, you know. couldn Never sell beer into Melbourne. Never sell beer into Melbourne. Different approach, but they've just expanded into a much bigger venue, a lot of it on the back of, you know, the support of art Arts and the Music. And so you've got this regional town supporting two breweries who are growing, um you know, both offering craft beer, not only, a you know, a couple of K's apart, I guess, really. um So it just it just shows things, you know, a lot of people out there.
00:11:24
Speaker
looking for a good experience. And if you can provide that and provide, you know, great beer as well, then, you know. Yeah. Yeah, exactly. Which is the same with um festivals as well. We've been talking about it for a number of years, but the small scale festivals have gone from strength to strength. In a way, Blobfish was back, which is really exciting, smaller now than ever because they can have, they didn't have access to the where they'd formerly held it. So they held it in their Footscray Tap Room instead, which has recently been redeveloped.
00:11:52
Speaker
And that was awesome. Like three sessions sold out. I think all of them sold out within a couple of days, like obviously. people know that name, they know what to get, they'll get from it and and they just love going to a festival like that. I'm always concerned that big culture beers maybe are struggling a bit in Australia, but that shows that there is still a market for it and enough interest and people love the you know combination of that and oysters and yeah just good times. Yeah, I think I've already had an email from some
Improvement in Beer Quality and Anniversary Highlights
00:12:22
Speaker
random sort of consumer probably a week or two ago saying, do you know when blobfish is next year? He must be planning some trip to Melbourne
00:12:28
Speaker
based around it. But I guess, you know, you know we're working with High Country Hop again next year. They've obviously got that sort of that hop harvest focus and the High Country Breweries, but they always seem to curate a great lineup of interesting breweries from elsewhere, whether it's from around Australia or overseas. And they went bigger on live music this year as well, and it's even bigger next year. So yeah they've really committed to that. too Yeah and I think it ties in again you know referring back to the national trend the national picture we talked about indie beer and indie music working together you know I think is a is a great combination um and you know bending on the hop sold out again in their 10th year another one and there's a new one in Ballarat the obsidian dark beer fest full trying to ah provide something in Ballarat through winter they're going to run again
00:13:08
Speaker
in 2025, which is great because, you know, launching a festival in winter is tough at the best of times, let alone in a shitty year like this. Darker days get some strength for strength as well in the high country. like That's really good to see the amount of people shivering at that festival is really good time. um i've met Yeah, I've met people who just this.
00:13:25
Speaker
they go there every every year, it's become like a, you know, pilgrimage for them. um And sort of, I guess, different sort of vibe Dan Blackmans had their first Point Break Festival, sort of surf themed beer festival. I was down there for that was a lot of fun. um And again, that sold out, you know, and it was it was it was ah like a winter festival as well. I thought what was cool down there, it gave me a chance to go and visit some of the other local breweries around there that i hadn't been to for a while. And I think it sort of really reemphasized to me how, for the most part,
00:13:54
Speaker
quality of beer is getting more consistently is getting better and it's like you know wherever you go generally you're finding a high standard of of beer there's better brewers out there who've maybe moved around a few places um I went down to salt brewing at the classic Aries pub um and they were about to rebrand or in the midst of a rebrand but the beers were tasting tasting really good Bell's Beach had been banging out loads of limited releases and the beers were good and they're hosting some you know some wild you know live live music events there that um you know You might not hear otherwise, but there's all these little pockets of just great stuff, and you know not not just a place that's doing a beer that's different, but actually doing it well and building a community around them, and which was really exciting. like I struggled to get out as much as I used to these days, and and so when you do go out and go to these places and you know have have a chat to the owners or meet the staff or whatever, and then taste the beers and go,
00:14:45
Speaker
ah Great, you know, you know, this this is it's just really positive, you know, knowing that people, wherever they encounter craft beer, they're probably going to have a really good experience now. Yeah, yeah. And and that continual improvement as well, that like you can go to a place and be like, Oh, the busy is pretty good. And then a couple of months later, you're backing like, Oh, actually, it's better now, but I didn't think it was bad beforehand. So it's yeah really good to see.
00:15:08
Speaker
Yeah, yeah, for sure. And um and in in terms of sort of specific beers, I know you've been a big fan to Hop Nation again, but they've they've done their NZ Hop series that you've been really enjoying. Yeah, big time. I love what they do with those, really showcasing different areas around New Zealand, different growing regions, and different growers and things like that. It's a really fun series. It's been going for a couple of years now, I think. Yeah, and I think we've kind of the year past mentioning Holgate Brewhouse, that yeah their 25th anniversary, which is a phenomenal achievement. Again, we've we've spoken to Paul and Tashi in a recent podcast episode episode, but to make it to 25 years as a family owned independent brewery through all this is is really quite remarkable. And I think for a brewery that never really put out that many limited releases to commit to doing 25 in one year, most of them in cans is quite something. In this economy as well. yeah
00:15:58
Speaker
And I think it's gone really well for them, you know, and they've tried some different branding, they've done some old school beers, they're like, you know, a sparkling ale, semi sort of inspired by Koopas, they've done brought their ESB back in those lovely big
Innovative Brewing Techniques and Public Perception
00:16:09
Speaker
cans. um But i one one of the beers I've loved the most, I think they did as well, that sort of ties into another thing we want to talk about was that they did their Danke's or Dank AF, Dank as well with Noodle Doof.
00:16:20
Speaker
essentially a really lean tight fruity west coast IPA that at the last minute they decided to add the most marijuana like terpings to at the end and you know they exploded out the can and very very like you can't mistake it but then you have the beer and they sort of integrate with all the other flavors in there and we're seeing a few more brewers trying that and in in some cases you you could suggest it's a bit of a showy novelty kind of thing but I think when it's done well you know and obviously we've spoken to Wolf of the Willows they've been doing it for a while it's it's something that is fun but if you can make it work well and I mean there's a beer that came out just this week from Kaiju which uses similar terpenes but in a hibiscus sour yeah um which to me was a bit like sort of you have the smoke first and then the jelly baby munchies are there waiting afterwards but that's just been a really interesting sort of turn along with all the other new hop products that
00:17:10
Speaker
Yeah they can you can get it wrong I think and and make the beers to either one dimensional or a bit too crazy or a bit plasticky or not real like you need to maintain that natural element of beer but that's just been something that's been really um exciting to watch as well. Yeah yeah they are very very potent.
00:17:26
Speaker
A couple of big ones from the Abers as well, obviously Kaiju. Hadn't had a trophy for some years and then really really had quite a phenomenal showing. It was just gold, gold, gold, gold, yeah. Trophy, trophy. Yeah, winning champion medium brewery was was awesome for those guys. um And then obviously, and Bob Riggy as well. um Yeah, and sort of shout out to Phil Cook here as well. You know, he he does the um he analyzes sort of how many beers people enter and compared to medals and all these kind of things really dives into it with a lot of data so um make sure you check that out right you'll be able to find his blog pretty easily or the beer diary via his um instagram account as well but
00:18:07
Speaker
Bodrie, you were one, you know, that they're not sort of known because they're so venueful. I think people can kind of miss the beers a bit, but they they got a bunch of medals and I've been really enjoying their limited releases as well, particularly and doing some really lean sort of tropical IPAs I've been really enjoying. Yeah. Yeah. And I think it's not much the venue thing, but the fact they have the the sort of stingray, some brand and lean into that, hey, you know, beer for the people kind of thing, but they're still
Revival of Classic Pubs and Diverse Selections
00:18:32
Speaker
doing it well. you Yeah. is I guess it's the message that comes across there.
00:18:35
Speaker
um and fine on the a-vis, I must just say congratulations Will on the AORA champion, your but best best media transfer this year as well. I can't let that pass. I completely forgot about that, it was a long time ago. It was a long time ago, a lot lot has happened since then um and I guess it all gets tied to Bodger again and something that you've been talking about, maybe something that we'll address in an article next year, the sort of the classic pub sort of revival? Yeah, pubs have been... it's been an interesting space for pubs in Melbourne, I think. a lot of um A lot of money's gone back into them, a lot of reinvestments. We've seen some really cool re-openings. Obviously, Bodrigi, they have the Albion. Beautiful place on Smith Street. they They've really invested heavily into it. You have, you know, the Sporting Club. This was last year, but in Brunswick.
00:19:21
Speaker
always busy, always, always, always busy. they' They've really managed to revive it and and show it some love while still making it feel like a classic pub. And part of a family of great pubs. Yeah, yeah, yeah, yeah. They have others in the group and then also um similarly the Punters Club in Fitzroy, which people, maybe older listeners will know from the 90s. It was was a famous live music venue hosted huge yeah bands like UMI. It was an important part of Melbourne's live music infrastructure. You were about six, weren't you? Well, I remember it as Bimbo Deluxe, where it sold like $4 a piece and it was open till 4am or something like that, so the last place you could get into on Road 6 Street. So it's great to see that not be that Bimbo Deluxe anymore and be awesome as Pontus Prime as well. Yeah, you could be a still live musical and just reviving that.
00:20:15
Speaker
one of the things we talked about the it's the space for i guess pointy end craft beer bars but i think it'd be hard work there to sort of stay relevant and what have you and it feels like the classic pubs that do really good beer and and still do the things that pubs do and feel like they've you know they're going to be the cornerstones of a lot of communities and have a future at the end of the day pubs and inns and taverns have been around or in a thousand years. So yeah there' there's something about them that that works. Yeah. and And be willing to engage with multiple breweries as well. Like rather than walk in and be like, oh, there's sort of one independent beer on tapi or something like that. They do have, they might still have beers from the big guys, but they will um mix it up
Industry Changes and Diversity with Cherry Murphy
00:20:57
Speaker
significantly. And I think in a thoughtful way yeah as well. Yeah, for sure.
00:21:01
Speaker
um Which is yeah that seems a pretty ah makes it sound like a really wonderful, wonderful year in Victoria, despite the fact we've been going through sort of exhausted, so long may it continue on um on that vibe. um But I guess we should get on to our guests as well. Yes, so for our Victorian rap, a little later on you'll hear from Jimmy Crickleburg. I really hope I'm pronouncing that right. I feel like as someone in the um beer industry always gets their last name pronounced wrong i sort of have a bit of leeway you're the one that pronounces your own name wrong i'm about to sort of uh move it around a little bit it's my name so i can pronounce it how i like so goodlands they're based in trailgan one had to we wanted to have jimmy on for a number of reasons he's um
00:21:39
Speaker
ah One, because they're a regional brewery, so interesting to hear what they're experiencing. They've never really had a normal because they opened during COVID, so there's that, um and we break that down a little bit, but also they one they're making very good and very interesting beers as well. They're ones that are still continuing with the new ingredients, new hops, smoothie, sours, which are Ridiculously thick like it's it blows my mind. How I don't know how they're making them It looks like they've sort of trademarked it but and then you know bigger adjunct stats as well so we really want to have Jimmy on to talk about their philosophy, but also just having to faring as a Smaller regional brewery that is still quite new Yeah and then first up your first chat is with ah Cherry, Cherry Murphy. Yes Cherry Murphy so I'm sure most of the at least the Victorian beer industry will know Cherry if not the entire beer industry across the country. Long-term employee of Black Arts and Sparrows most notably for the industry is long-term beer buyer so she worked with a huge number of craft breweries. She finished up there recently so we thought it was an awesome opportunity to have her on not just to talk about this year and
00:22:53
Speaker
ah her hopes for the beer industry, but to reflect on um the industry that she's played a really important role in, I think, as a um queer woman in the beer industry. and and yeah And running events across the board as well as doing stuff with Black Heart and Sparrows, yeah. Yeah, it makes for a couple of great chats. So without further ado, I guess we'll get straight into it. Cheers. Cheers.
00:23:16
Speaker
We hope you're enjoying this edition of our year in beer series presented by Mogwai Labs, leaders in Australian liquid yeast. We all know largas are back in a big way and the right yeast can make a huge difference. Check out Mogwai's extensive classic lager yeast collection, MogwaiLabs.com.au
00:23:34
Speaker
Cherry, thanks for coming on the podcast. Thanks for having me. Now we're chatting at the end of the year and you've just wrapped up a position obviously that you've had for a long time in a workplace you have you've had for a long time. Do you want to tell me how's it feel to be finishing up at Black Arts and Sparrows? Yeah, ah great question. Um, you know, a lot of mixed feelings. I think there's obviously some sadness. It was a role that I really, really loved. And I feel like I really put a lot of myself into for a lot of years.
00:24:04
Speaker
So it's always sad to walk away from that. It's something that I felt like I was really able to grow with and help grow. It was five stores when I first started and now they're up to 13 or 14 now. So yeah, sad, but excited too. Yeah. Yeah. And obviously, I mean, when did you start beer buying yeah and spirits has been a more recent focus. I know too. Yes. So I started part time at black arts when I was studying some viticulture.
00:24:32
Speaker
10 years ago. And from there, i I think I worked for about four years in the stores and then took over beer when they had five stores. So it was still quite a small role. I was doing it two and a half days a week then, and so it was tiny.
00:24:47
Speaker
um And from there I took on the food ordering as well. And recently they have sort of expanded the food range and we opened to more sort of concept food stores, which was a really fun project.
00:25:01
Speaker
um and then Took over spirits two years ago, I believe, um or one year, two years, two years ago. It's all a bit of a blur. So just kept acquiring categories. yeah Yeah, delicious categories. Yeah. And I mean, on beer specifically, obviously you've had a really key role. You've gotten to know a lot of breweries, particularly in Victoria, but also across the country. and yeah You've done events with international people. Are there any like highlights or I don't know, any big reflections you have? For sure. I I mean, 10 years is a long time. So there's a lot of highlights and it's been such a fun job. I think the main highlights for me would be some really beautiful collaborations we've done. Um, working with Noni from Mabu Mabu was such a beautiful, just collaboration and event that we had to launch it and stomping ground as well. Yes, with Stumping Ground, they they made the beer. That's important to note. Cassie from s Stumping Ground, she helped set that up and it's something she had wanted to do for quite a long time.
00:26:05
Speaker
And it was just an event of, um sorry, it was just a collaboration yeah where we had all women working on it. And when we launched with the event, just seeing a really diverse crowd there, it felt really exciting to me. And it felt really lovely to think like, we're doing things within the industry that are changing the scene that I had seen when I ah like started within the BR industry. And it was really exciting to do that.
00:26:34
Speaker
um Gosh, there's been so many fun parts. Working on Bearer, I think was really fun. That was an in-house brand that I project drove and kind of brought the concept to life. And that was a really fun project. So I enjoyed that, but there's really endless fun things that have happened. I think my biggest highlight has just been watching the industry change yeah and being part of that, but also just, um,
00:27:03
Speaker
the people that I've met. yeah I know it's really cheesy, but when I started in the beer industry, I felt unsure of what that journey would be like yeah and the challenges of it and leaving the beer industry. We're not leaving the beer industry, but leaving this one role. I feel like I've just made so many lovely friends and connections that um that's that's the nicest part of a job is taking that away.
00:27:27
Speaker
Yeah, absolutely. And do you think it's changed for the better? I know it's a big question, obviously. Yeah, I mean, I think whenever I talk about change, I feel like there needs to be a caveat of there's a long way to go, et cetera, et cetera. But yes, yeah, I think it's changing and I think it's really great to see um more diversity within the space. And yeah, as I said, long way to go still. But when I first started in the beer industry, there obviously wo women working in the be industry for a long time before I was and doing things like pink boots and really laying the foundation. But there wasn't many that I knew. And I think now I look around to the industry and there's a lot more gender diversity and openness. And um I mean, I think probably I think maybe it was an article that you published maybe five or six years ago.
00:28:19
Speaker
about, you have to remind me who it was, being a queer man in the beer industry. Yeah, yeah. Well, Scott. um Yeah. yeah cal cook holdy Yeah. Yeah. And even just seeing that from the time I started in the beer industry, being a queer woman, I think that I was a bit like, what's this going to be like for me?
Economic Factors and Branding Strategies
00:28:36
Speaker
yeah Am I going to be able to bring my full self to my job? Is this going to be a space where I feel comfortable? And now seeing where it's at, I feel like there's so much more room for people to be themselves and be lots of different versions of what a beer drinker is. yeah And that's encouraging. Yeah, that's great.
00:28:54
Speaker
Um, back on beer, I guess, or, or yeah in the more recent times, like anything from 2024 that stood out, whether it's breweries you've fallen in love with beers or were in love with or anything like that. Yeah. I mean, it's been a really challenging year in beer, as you know, and probably as everyone listening knows, it's been the hardest beer, hardest year, the hardest year that I've seen in the beer industry. And I think.
00:29:21
Speaker
It probably has less so been a year for being um adventurous and experimenting. I think a lot of people had to knuckle down and play it really safe. I think it was the year of Lager. We all had hoped for a really long time that Lager would really come to the forefront and everyone would get excited about Kraft Lager again and then it happened and I think to the detriment of the more kind of niche end of things, we saw maybe less of that. So it's like, for so many years that I've been in the industry, people who have been like, when's lager gonna have its big day? And it did. And now we're like, oh, but experimenting? Like, where's that go? So I don't know if there's any one particular, I always have my favorites yeah that I feel like are just always good and that I love.
00:30:10
Speaker
Yeah. And styles that you, I know you love and blackouts of champion like mixed culture kind of funkier stuff. I mean, that might be part of what you're talking about. They do seem to have not, I don't know, maybe captured people in the way they used to or slowed down a little bit. And I wonder if that's an economic reality at the moment where they do come in at that higher price. Yeah, I think it's a combination of things. I think there was a real over saturation of the market for a long time. Um, and then,
00:30:38
Speaker
i I have this theory if you got time for it. I think beer has a branding issue and it has really shot itself in the foot. And I think it needs to do collectively. We all need to do a lot of work to think about like, who are we speaking to? Because I think we've been talking to one audience for a really long time. And then that audience has sort of aged out of having a disposable income yeah and is less likely to be buying beer. But we haven't been talking to different groups of people. And because of that, we're seeing less people drinking beer. And I think that's a real shame. And I think, I mean, cultural shifts take a really long time. So I don't think it's that's an easy solution by any means. But um yeah, I think
00:31:27
Speaker
I think we all need to collectively think people who are buying and people who are making beer and people in advertising, how we talk about beer and who we talk to. Yeah, yeah absolutely. And what about looking ahead? What's next? What's next for Cherry? Oh, what's next for me? Great question. um At the moment, I've decided that I'm just saying that I'm running a two-person fine dining restaurant with an extensive kitchen garden, which is just my home.
00:31:56
Speaker
I've been doing a lot of cooking yeah and gardening. But next for me on the horizon, I'm still looking into a couple of opportunities and seeing what happens next. But I'm really excited for it. And I'm excited to see what comes next in beer. I think there will be a really a push to reinvent and a push to change what we've been doing for a long time.
Future Plans and Growth at Goodland Brewery
00:32:18
Speaker
And I'm excited to see where that goes. And I think the main thing I really want to see is the breweries that I really love and respect on the other side of this and getting through a bit of, I mean, a really hard time in the economy. So I think if there's anything I want to see is in five years, those breweries still making beer and making the beers I love. Yeah. Yeah. Yeah. It's tough, particularly when you know that the people behind these awesome brands and you love the story as much as anyone else. For sure. Yeah. Cool. Thanks so much for joining me, Cherry. Thanks for having me.
00:32:54
Speaker
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00:33:18
Speaker
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00:33:43
Speaker
jimmy thanks for joining me me on the podcast No worries, mate. Thanks for having me on. That's all good. Uh, to start off with, I mean, how's, how's 2024 been for you? Yeah, it's been, um, it's, I mean, it's our, we've been open now three and a half years. So I think we're just, it feels like we're, this year we're sort of just finding our feet, um, in terms of like our brand placement where that sort of sits, um, with,
00:34:13
Speaker
what we're brewing and what direction we want to go with things and um like just our sales and everything. We've sort of just, we're we've really found our feet where the first first few years were sort of up and down. It was COVID. It was, you know, we didn't know how things were going to pan out. We didn't know, you know, but was I mean, we've had such a good reception and and people still keep supporting us. So it feels like we're doing something right. Yeah. and and Where do you see your supporters or where are they? Because, you know, I see your beer a bit in Melbourne, so it looks like you are getting um plenty of sort of support in the city as well as in the La Trobe Valley.
00:34:55
Speaker
Yeah, definitely. Local-wise, we've got a really good following here. um We get a lot of our regulars coming in on a Friday, plus with a lot of the new releases we do, and there's a lot of people coming back. We've got huge support with the local pubs, restaurants, um the likes of bottle shops and things like that. So that's really, really been a huge thing for us. And then in terms of going to Melbourne,
00:35:23
Speaker
ah we still look after all our own distribution into Melbourne, our own sales, all that sort of thing. So it's just myself and Jesse looking after that thing, my brother. So that keeps us busy and we've been getting busier, but we like, yeah, some of the publicans and the bottle shop owners have just been, yeah, just ridiculously good to us, which, um You know, it really helps things with us, uh, as we grow, um, as we get our brand out there and the support is, yeah, I mean, it every time we release something, someone wants it, you know what I mean? So that that's been huge for us. And Jimmy, do you think some of the reason you get that support is because it has been you and Jesse sort of driving it, like the fact that it is your family brewery and people are really getting to know you.
00:36:16
Speaker
I think so, like, um I mean, it's been a tricky one because we never traded pre COVID as well. So I think that was, we had a business plan that completely sort of fell apart when COVID happened. I mean we got the keys to the building we're in two months before COVID hit and we'd already started ripping up concrete, knocking down walls and had brew equipment on the way. So and you know we're already planning, we had a business plan in place, we had a sales plan in place and that was a lot of work putting all that together. That got completely thrown out and we sort of had to start again
00:36:55
Speaker
And I suppose with COVID, that really helped us with our local, pushing our local things, because I mean, there was nowhere else to go. Things weren't open. We were doing deliveries, all that sort of thing at the time. And that helped in in regards to that. And then Melbourne's just been one of those things where we're just slowly, you know, it's a lot of word of mouth too. Like even just this week, we've had another,
00:37:20
Speaker
four bottle shops, messages, you know, we want to get your beers in, that sort of thing. So, I mean, as we continue to sort of grow on that terms, I think that that sort of things, you know, we keep making good quality beer and and keep the brand on point. um You know, hopefully, there's a bit more of that happened for us. But I think definitely, I was only talking to someone the other day about that now, like, um you know,
00:37:44
Speaker
having you and your brother drop off you know you guys are ringing us or email and then it's you guys that are dropping the beer in and you know we get to have a good chat and that sort of thing so that um definitely helps and it helps us keep on you know in good terms and good contact with a lot of our a lot of those customers too so I mean we love we love chatting with with some if anyone about beer really so that helps. So on the beers you've obviously you've been one of these breweries that has innovated a lot whenever there's a new hot product out there. I'm often sort of drinking at Firstfire, Goodland at the moment like
00:38:24
Speaker
Have you felt that that's worked in your favor, I guess, in these times? Because a lot of people have pulled back on limited releases with, I guess, concerns that people don't have as much disposable income and um and maybe people want more sessionable beers and things like that. But you've gone pretty heavy still on your um your smoothie range and and your big IPAs and your big pastry stouts. Do you think, like, what's driven that? Oh, I mean, it's but we get out of bed for half the time. is this um It's the old home brewer ah thing that comes back. you know We're always wanting to but try and and push the boundaries and and innovate and use new ingredients and do things that we haven't done before. and and yeah There's a lot of it a lot of time and research because
00:39:15
Speaker
we, when we go into something, it's a full size brew. So it's, you know, we've got to be pretty happy and and content that it's going to be a good beer or else it's going to be a hard slog as well. So um yeah, I suppose with the limiteds for us, ah keeping on top of, you know, using those new products helps. But um again, it's just, it's one of those things for us that it, um,
00:39:43
Speaker
It just keeps growing. So I don't know what the exact science to it is, but I think you know keeping your branding and and positioning that in the right right space um and to keep on innovating. I think if we were to back off on that side of it, we would definitely see a drop but you know if we just keep doing what we're doing at the moment we still do have a plan of of where we sort of want to go with things but it's it it changes as well you know every year that that plan's changed and and it it'll continue to change but at the moment what we but we're doing seems to be working and we're having fun doing it too you know we've we've done I think we've done 12 colab beers this year with a couple of international breweries we've done lots of bottle shops
00:40:30
Speaker
um with ingredient suppliers, with stacked by the breweries. So you know that side of things is always yeah good to keep in terms of the fun aspect of ah the brewing side of it. you know what i mean like Even the festivals we've done this year, we've with, I mean, we did High Country Hop-Up at Beechworth. That was huge for us to tick off the list, you know what I mean? Like, we got invited to that. we The Blackmans Point Breaking Invitational. And that that particular one, we won um Champion Beer there too. So that was, and I mean, there was some international breweries there, some great breweries. So that was huge for us, um you know, to see that people are wanting to, you know, that are enjoying the beer as well. Because it's one thing, you sell it, but um to get feedback,
00:41:19
Speaker
on your beer from from um the people that are buying it is is huge and it's one of those things that um brings enjoyment back to the business as well to see that people are enjoying your products.
Success of Gippsland Beer Fest and Sustainable Growth
00:41:31
Speaker
Any personal favourite beers from the year? Of our own.
00:41:35
Speaker
yeah um Oh geez, I mean our barrel program, we've we've released a few beers with that this year and the you know they're a real passion of mine and you know we' some of them we've done quite a bit of research to get what we want out of the barrels in terms of um um flavour and aroma and and what sort of time and working with different local distilleries as well as, you know, we we still use American bourbon barrels, but we've been working with quite a few Australian distilleries this year and seeing, you know, what sort of things we can get out of and of those barrels and what we need to put in it in turn to extract the flavours and the things that we want to get from from those from those barrels. so
00:42:27
Speaker
Yeah, definitely our barrel aged beers. and And we've done a few, I suppose, like, you know, you're going down the pastry side of things with the with the barrels and the smoothie sours and whatnot. That's all, um they've been really fun and enjoyable beers to and make for us. and But I mean, at the end of the day, I suppose you can't go past our lager, I think.
00:42:47
Speaker
but lets see our biggest selling beer and and um you know it's what ah but I like to ah drink at the end of a and of end of the week as well. so ah you know and That particular beer locally is doing really well for us as well as in Melbourne. Cool. and Any highlights from other breweries?
00:43:09
Speaker
yeah i mean we um ah We just come out, or was it two weeks ago? We had Gippsland Beer Fest, which was out in Tenamba. It was the second year that that's happened ah that that's been ran. And um I think there was eight of us breweries from Gippsland there, um sort of showcasing the region. And as you know, will um Gippsland isn't a small place. I think the furthest is ah Ocean Reach to Sailor's Grave. And that's ah it's like a four and a half hour
00:43:43
Speaker
five-hour drive, you know, so um it's a big place. So it's great to be able to have these beer festivals where we get all these all all of our Gippsland breweries together and we can sort of really showcase the region. So that was, it's not a huge festival or anything like that, but it's just a great showcase of the region and being a small regional brewery, you know, we're not on the tourist trail or anything like that. I mean, we close our tap room from the 20th of December is our last trading day. We don't reopen until the 17th of January just because we have in the past.
00:44:17
Speaker
and um i mean Where when we are, don't it's just not the traffic, the local traffic. Everyone goes on holidays, everyone goes to the coastal areas or um, away. So they're sort of some of the areas that we've tried to get into this year as well. But, um, having that, that Gippsland beer festival really is just, you know, one of those things that hopefully that grows over time to really showcase these, you know, other great breweries that are doing some really, really cool things as well. You know, i'm making some great beer. Yeah, cool. And maybe that's part of it, but I mean, what else are you looking forward to in 2025?
00:44:59
Speaker
Looking forward to, I suppose, growing our barrel program has been ah a big one, you know, so we're being busy filling a lot of barrels here um to try and sort of, you know, do ah do a few more in in terms of that. um We yeah hopefully, you know, grow grow a little bit more. It's probably, and we just got a new tank this year, so hopefully we've got another tank on.
00:45:26
Speaker
on order
Podcast Wrap Up
00:45:27
Speaker
very soon. um And I mean, our end goal, and I shouldn't say end goal, but you know currently we're we're not trying to break any records or anything like that. We're just trying to make good beer. on We don't want to grow um quickly or anything. you know It's just about having that organic growth for word of mouth and you know keep pushing good beer and keep pushing the word of good beer.
00:45:55
Speaker
and That's you know sort of a real focus for us for for next year is um you know just keep pushing that locally. Again, being regional, it is a bit more of a hard slog. There's not as many people out this way, and it's it is harder to get those beers out there. But you know in the three and a half years we've been open for an hour, we've really seen a ah great um response to that. So yeah. Fantastic. Well, we'll leave it there. Thanks so much for joining me, Jimmy.
00:46:26
Speaker
No worries at all. Any time. Cheers for having me on. Cheers, mate. Thanks, buddy.
00:46:33
Speaker
The Crafty Pints Year in Beer series is proudly presented by Mogwai Labs, leaders in liquid yeast solutions. For the perfect pitch every time, visit mogwailabs.com.au. That's M-O-G-W-A-I-L-A-B-S dot.com.au.
00:46:54
Speaker
The Crafty Pint Podcast is produced and edited by Matt Hoffman. You can get all your beer related news and reviews on the Crafty Pint website, craftypint.com and can stay up to date on future podcast episodes via our socials.
00:47:08
Speaker
We wouldn't be able to produce the podcast or the website, events or festivals we run without the support of the beer industry, whether that's suppliers, bars, breweries or bottle shops. If you'd like to support the show or partner with the Crafty Pine in other ways, please reach out to Craig via the details in the show notes. And if you're a beer lover who'd like to support what we do, you can join our exclusive club for beer lovers, the Crafty Cabal. Visit craftycabal.com for more. And until next time, drink good beer.