Some breweries make great beer.
A few create something you can feel.
In this episode Tim Weaver is joined by Stefan Melbourne, Head of Creative and Experience at Track Brewing Co, one of the most influential creative breweries in the UK.
Stefan pulls back the curtain on how Track designs the feeling behind the brand. The colours. The energy. The storytelling. The tap room. The experience that goes far beyond the can.
Inside this episode
• Why Track treats branding as a living evolving experience• How the brewery built its identity through curiosity and collaboration• The three C principles that guide every creative decision• How Track balances creative chaos with consistency• The creative process behind their most loved releases• How their tap room design creates a full sensory brand experience• How small breweries can start building emotional connection with drinkers• Why meaning and depth matter more than fast growth
If you want your brewery to stand out through feeling rather than noise this conversation is packed with ideas you can use today.
Listen now and learn how one of the UK’s most admired breweries builds brand magic.
If you want to see your beer on supermarket shelves this is the episode for you.
Tim Weaver is joined by James Crabtree, Senior Beer Buyer at Morrisons, to unpack the reality of pitching your brewery to a major retailer.
James reveals what buyers really look for the things breweries always get wrong and the hidden parts of the process that decide whether your beer stays on shelf or disappears after one cycle.
Inside this episode
• Why passion is not enough when pitching to a buyer• The numbers and performance data supermarkets need to see• How to prove you can scale and stay consistent• What packaging must do beyond looking great• Why strong branding still matters in a noisy singles category• How supermarkets choose which breweries to approach• The real story behind the President collaboration that blew up online• Why getting the listing is the easy part and staying in range is the hard part
If you want honest practical advice from someone at the heart of supermarket buying this episode will give you a clear roadmap.
Listen now and upgrade your supermarket strategy.
This episode is a little different (no guest, no interview) just Tim Weaver, The Brand Weaver, sharing the story behind his brand new book Branding for Breweries. 📖🍺
Recorded live, Tim takes you behind the scenes to reveal:
• Why he created the book and the mission behind it• What’s inside and how breweries can use it• How the playbook helps you stand out and sell more beer• Why it was designed to be written in, folded up, and taken everywhere• A special end-of-show reveal he’s never shared publicly before 👀
If you want a practical guide to build a stronger brand and connect with more drinkers, this episode gives you the full story behind Branding for Breweries, and a glimpse of what’s coming next in the Brand Weaver world.
🎧 Listen now and catch up on the live launch you might have missed.
#BreweryBranding #BrandingForBreweries #BeerMarketing #CraftBeerPodcast #IndependentBeer
What really drives brewery growth?
It’s not the logo.
It’s not the liquid.
It’s the business behind the brand. 🍻
In this episode, Tim Weaver talks with Roger Tattersall Managing Director at Kirkstall Brewery and former co-owner of Mash Gang to explore how two very different worlds collide: the structure of an established brewery and the creative chaos of a fast-growing startup.
You’ll discover:
• Why structure fuels creativity instead of killing it• How to build an authentic brand without forcing it• What “modern heritage” means for legacy breweries• How Mash Gang created cult-like loyalty• The real ROI of branding (and how to measure it)• Why brand strength increases business value• What’s changing in brewing, and how to prepare
👉 Packed with honest insights and practical takeaways, this episode is a must-listen for brewery owners who want to build a stronger brand, a healthier business, and a more loyal audience.
🎧 Listen now and take your brewery thinking to the next level.
#BreweryBranding #CraftBeerPodcast #BeerMarketing #BreweryStrategy #IndependentBeer #BrandingForBreweries
Most independent breweries are making costly decisions in the dark. 📉
In this episode of Branding for Breweries, Tim Weaver is joined by Mark Bentley, data expert and Business Development Director at HGI, to reveal how breweries can use real spend data to grow faster, price smarter, and target venues that actually sell.
Mark shares insights from 10.2 million consumers across 140,000 hospitality venues, showing how data can help breweries:
• Identify their most profitable accounts• Avoid wasted listings and poor placements• Make pricing decisions that protect profit• Understand cask vs keg performance• Choose winning taproom locations
This episode exposes the hidden data blind spot costing breweries money, and shows you how to fix it.
🎧 A must-listen for indie breweries looking to survive and thrive in a tough market.
👉 New episodes every week, tap Follow so you never miss a conversation.
#BreweryBranding #BeerMarketing #BreweryData #IndependentBeer #BrandingForBreweries #BreweryGrowth
Can a brewery build strong cask and keg brands without confusing drinkers? 🍺
In this episode of Branding for Breweries, Tim Weaver talks with Giles Mountford, Head of Brand at Hall & Woodhouse (the team behind Badger and Outlan) about how they’ve successfully balanced two distinct beer brands for two very different audiences.
You’ll learn:
– Why Outland exists as its own brand– What cask and keg drinkers really want– How packaging design influences shopper confidence– What to consider before expanding into new formats– Whether cask can win over younger drinkers– The most overlooked challenge of running two brands side by side
This episode offers an unfiltered look at how to balance heritage and innovation, and what every brewery can learn from it.
🎧 Listen now and start thinking differently about how you manage your beer portfolio.
#BreweryBranding #CaskBeer #CraftBeer #BeerMarketing #BreweryStrategy #BrandingForBreweries
What happens when great beer isn’t enough to grow your brewery? 🍺
In this episode of Branding for Breweries, Tim Weaver chats with Andrew Morgan founder of The Bottle Shop, early pioneer of UK craft beer, and now Non-Exec Director at Roleys.
Andrew shares the hard truth about why so many breweries struggle to stand out and scale.
You’ll learn:
– Why brewers need to stop hiding behind the beer– The danger of rotation culture and losing excitement– How to find your “home run” beer that defines your brand– What indie breweries can learn from big beer– How to turn your taproom into a brand experience
Packed with storytelling, insights, and practical advice, this episode goes beyond the liquid in the glass.
🎧 Listen now and start thinking about your brand differently.
#BreweryBranding #CraftBeerPodcast #BeerMarketing #IndependentBeer #BrandingForBreweries
Subscription boxes aren’t just for steady cash flow, they’re a brand-building goldmine… if you know how to use them.
Tim Weaver (The Brand Weaver) is joined by Olly Morgan, co-founder of Brewser, to unpack what breweries get wrong about subscriptions and how to turn them into loyal fan-building machines.
They dive into:
How Brewser flips the subscription model to benefit breweries
Why storytelling and packaging matter more than price
How internal and external subscriptions work together
Real-world examples from breweries doing it right
Listen now and discover how to grow your brewery’s reach, revenue, and reputation through smarter subscriptions.
🎧 Branding for Breweries, the podcast that helps you grow your brewery, build a better brand, and connect with more drinkers.
Getting your beer into supermarkets sounds like the dream, but for most breweries, it’s where the nightmare begins.
In this episode, Tim Weaver, The Brand Weaver, chats with Ben Penrose, founder of Striqe and co-author of We Are Beer’s ‘Future of Craft Beer’ report. Together they unpack what grocery buyers really want, why most breweries get it wrong, and how to turn your next pitch into a real opportunity.
Ben shares insider insights from 20+ years working with retailers, including:
Why craft beer sales have gone static (and what that really means)
The traits of “commercially capable” breweries buyers actually trust
How to prepare for buyer meetings like a pro
The common pitfalls that kill supermarket deals before they start
What small breweries can learn from big brands like BrewDog
If your goal is to grow beyond taprooms and bottle shops, this episode is essential listening.
🎧 Listen now and discover what it really takes to get your beer on the shelf.
Want your brewery featured on TV or in national press, not just beer blogs? 📺📰
In this episode, I’m joined by PR powerhouse Sarah Warman (ex-BrewDog, now global drinks consultant) to break down how breweries can win mainstream media attention and use it to grow their brand.
You’ll discover:
– How to create PR ideas that catch attention– The right way to build relationships with journalists– How to handle negative press without panicking– Ways to make the most of every media opportunity– Lessons from BrewDog, Sunday Brunch, and beyond
👉 If you want your brewery noticed outside the beer bubble, this episode is your playbook for breaking into the mainstream.
🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.
Most breweries focus only on drinkers. But the real decision-makers? They’re often the gatekeepers who decide if your beer ever reaches a glass. 🍺🔑
In this bonus live episode, recorded for the On a Plate Growth community, I share why breweries must look beyond consumers and start tailoring their branding, messaging, and strategy to the people who control access to their market.
You’ll learn:
– Why drinkers aren’t always your most important audience– How to identify the gatekeepers that shape your sales– The Pick a lane Principle: 1 goal, 1 audience, total focus– Practical ways to pitch and position to the right people– Real brewery examples that grew by targeting gatekeepers
👉 If you want to sell more beer and sharpen your focus, this episode will show you how to think beyond the drinker.
🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.
Think PR is just for big breweries? Think again. 📢🍺
PR is one of the most powerful tools indie breweries can use to build awareness, trust, and sales—without huge budgets.
In this episode, I’m joined by global PR consultant AilsaCargill, who has worked with drinks brands worldwide, to break down what PR really means, why breweries need it, and how to start building visibility that lasts.
You’ll learn:
– The difference between press relations and public relations– How to map your PR stories across the year– Why great photography is non-negotiable– How PR, marketing, and sales work together to drive growth
👉 If you’ve ever thought PR was too complicated, too expensive, or “not for you,” this episode will change your mind.
🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music, and start building PR that makes your brewery remembered, not just seen.
Sampling isn’t just a giveaway, it’s a growth lever. 🍻
In this episode, I sit down with Richard Lloyd Williams from Flavou Sampling to share a proven playbook for breweries that want to turn tasters into paying customers.
We cover:
– Live, in-home, and digital sampling explained– How to target key moments (like train-to-festival or trim-to-pub)– Messaging that works in venues to drive trial– Why barbershops and salons deliver surprising results– A simple measurement stack: QR survey + cash prize = clean data– Proof it pays: 30% claimed purchase and 2.7:1 ROI– How to start this week with just one case, one partner, and one goal
👉 If you want to boost trial, track results, and sell more beer, this episode gives you everything you need to start sampling smarter.
🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music—and let me know what you’ll test first.
What happens when a brewery goes all-in on lager? 🍺
In this episode, Gavin Litton joins me to unpack how Pillars Brewery became a lager specialist with serious commercial bite. From brand clarity to taproom growth, discover the bold moves that helped them stand out and sell more pints.
We cover:
– Why “drinkability” can be a winning brand strategy– The simple hiring rule that levels up your team– Why orange branding works in beer– How premium small pack fuels draft sales– Practical tactics you can use this week to boost focus, cash flow, and accounts
👉 If you’re looking to sharpen your brewery’s strategy and drive pint sales, this episode is packed with lessons you can put into action today.
🎧 Search Branding for Breweries for more episodes and follow for fresh ideas every week.
Think making great beer is enough to grow your brewery? Think again.
In this episode of Branding for Breweries, Tim Weaver chats with James from Brand Hackers about how breweries can stand out, attract loyal customers, and sell more beer in a crowded market.
You’ll discover:
– How to find what truly makes your brewery different
– Why knowing your customer is your strongest marketing tool
– Proven tactics breweries can steal from other industries
– Low-budget wins that deliver big results
– Strategies to scale nationally without losing your edge
Packed with practical advice and real-world examples, this is a must-listen for brewery owners ready to grow beyond “good beer.”
🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.
What happens when you send your beer to 80 content creators? 🍺📲
Brew 61 took the plunge, nearly 1,000 bottles shipped to influencers across the UK. The aim? Boost brand awareness and win over new drinkers. The results? Big spikes in views, a bump in sales, and valuable lessons for breweries thinking about doing the same.
In this episode, Tim from Brew 61 joins Tim the Brand Weaver to share:
– Why influencers can beat paid ads
– How to choose the right creators for your brand
– The logistics and costs you must factor in
– Why a strong call to action is essential
– Turning awareness into actual sales
If you’ve ever considered influencer marketing for your brewery, this is your behind-the-scenes guide to making it work.
🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.
Want to grow your brewery beyond borders—without blowing your budget? 🌍🍻
In this episode, I chat with Simon Williams from Let’s Market, who helped Slovenian brewery Green Gold successfully launch in the UK. We break down how UK breweries can export into Europe and build global awareness without the usual headaches.
You’ll discover:
– How to plan and launch in new markets– What logistics nightmares to avoid– Why UK beer is in high demand abroad– How to use influencers, collabs, and events to build buzz– The financial and cultural pitfalls to watch out for
👉 Learn the exact steps to expand internationally—with less stress, more success, and smart strategy.
🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.
How do you build a cult beer brand by doing everything differently? Just ask Mash Gang. 😈🍻
In this episode, I chat with Jordan Childs, founder of the rule-breaking, alcohol-free brand that turned chaos into community and built a following by being proudly weird, bold, and unapologetically itself.
We cover:
– How Mash Gang went from pandemic side project to cult sensation
– Why niching hard builds real loyalty
– How internal values drive standout creative decisions
– Why being weird isn’t risky, it’s smart strategy
– What big brands can learn from small, scrappy ones
👉 If you’re a brewery founder, brand builder, or just ready to think beyond the drinker—this episode’s your blueprint for breaking the mould.
How do you turn pub passion into a media brand with 180k+ followers? Thomas J. Vosper did just that. 🍻📚
In this episode, I’m joined by the creator of @historicpubcrawls to unpack how he built a loyal audience around beer, books, and bold content—without chasing trends or going viral for the sake of it.
We cover:
– How to grow a brand without gimmicks
– Why Instagram beats TikTok for booze brands
– Using video without overthinking it
– What “authenticity” really means (and doesn’t)
– What brewers should know before pitching creators
👉 Whether you’re building a brewery, a media brand, or just love great pubs, this one’s full of smart insights and honest advice.
Want to stand out like the big players, without their budget? This episode shows you how. 💡🍻
Alice Salisbury (Informed Consulting Co) has advised giants like Diageo and AB InBev and now she’s sharing what indie breweries can borrow, adapt, and own to grow fast with smarter storytelling and sharper comms.
We cover:
– A better way to pitch to bars and bottle shops
– Why “authenticity” isn’t enough anymore
– How to build a memorable brand on a small budget
– Real-world lessons from spirits brands doing on-trade right
– The one thing every brewery should do in their local venues
👉 Whether you’re scrappy, scaling, or somewhere in between this episode will help you sell more by thinking smarter.