The Mash Podcast

Episode 10: State of the Craft Beer Industry – an Interview with Fred Bueltmann

by Zane DeVault | October 4, 2017

Fred Bueltmann - state of the craft beer industry

This week we had a great conversation with Fred Bueltmann, aka the Beervangelist, founder of This Craft Nation and part owner of New Holland Brewing Company in Michigan. Fred talks in-depth about the state of the craft beer industry, the importance of craft brewers telling their brand story, the power of authenticity and the tension in the industry as more mega beer corporations continue to buy up craft beer companies. Fred shares some ways independent beer producers can differentiate themselves as the industry gets more diluted for consumers. He touches on staying engaged, honest and having a strategy when it comes to craft beer producers online marketing. Fred also shares some of his experiences traveling across the country for This Craft Nation talking with independent craft makers.

Show highlights:

“Somebody who can express their story in a way that compels me to want to spend more time with their brand makes me comfortable. It makes me feel like I can trust them. And so when I know somebody’s story and I know that it’s genuine and I know that they’re passionate about their why and their what and their

how, then I’m comfortable spending more time in their space. And I’m going to then learn more about their product, I’m likely going to tell people about their product, and I’m going to be proud that I’m part of their story.”

About Fred Bueltmann

Fred Bueltmann: aka The Beervangelist, is founder of This Craft Nation and is part owner of New Holland Brewing Company. He is a nationally recognized expert on pairing beer and food, and a Certified Cicerone®. Bueltmann is past president of the Michigan Brewers Guild and recipient of their prestigious “Tom Burns Award” recognizing the pioneering spirit of the “Great Beer State.” Fred serves as a judge for the Brewer’s Association’s Great American Beer Festival and World Beer Cup. His first book, “Beervangelist’s Guide to the Galaxy” is a seasonal tome on pairing, cooking and hosting with craft beer, and was recognized as an Indie Book Award finalist. Fred hosts and produces New Holland’s “Stop & Taste Conversations” podcast, and speaks to audiences large and small around the country, which has included serving as 2013 Keynote Speaker for the Michigan Restaurant Association and speaking at TedX Macatawa in 2015.

(podcast episode Zane mentioned)

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Zane is a skilled brand and digital marketing strategist with extensive web development chops. He’s a fervent believer in clean code on a mission to make content management systems more intuitive and accessible. He works with WordPress, HTML / CSS / jQuery, PHP / MySQL.


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