About How NOT To Start A Damn Brewery: the podcast
People of Earth, I would like to welcome you to the How NOT To Start a Damn Brewery: the podcast.
In this podcast I consider it my duty to share the sometimes gory but always honest truth hidden in the craft beer industry. Mainly that it rarely operates like a business. Margins are trash, distributors are garbage and capital expenditures are a raging dumpster fire. But many of the people are badasses.
I autopsy deceased breweries, retailers and distributors. I talk with wineries, breweries and distilleries. All in the search for ways to lure out profitability and best practices.
In the early days of Australia’s craft beer explosion there was a brewery that out cooled all the others. I remember seeing their tight branding, the confidence that exuded from their marketing and their insane growth trajectory and just being immediately jealous of Black Hops Brewery.
When I sat down to write my book in 2019 I even found out these guys had already written one about their start-up process. And they did a podcast. They looked successful. People were raving about them. They were beating the odds.
Then a few years ago I heard that the brewery had fallen on hard times and that one of the owners, Dan Norris, had even left the brewery he had co-founded with his 2 friends.
So I reached out. Didn’t get a yes. But I’m not the give up type of guy. I really wanted to hear this story and needed to share it with you so I kept pinging Dan over the next few years.
Finally Dan reached a point that he wanted to share the story, set the record straight and vent out some of his experience. My guests and I, and many of you, know exactly what that feels like.
I truly had no idea what I was about to hear. The story of Dan’s brewery had many of the same struggles we’ve covered before. But his brewery was selling millions of dollars of beer every year, expanding exponentially and raising so much money that Black Hops was valued right into the stratosphere.
The brewery was killing it, right up until it wasn’t.
And what you’re about to hear will inspire you, concern you, make you question and give you pause. I doubt it will convince you to start a mid-sized brewery on the Gold Coast, but it will teach you a lot about How NOT To Start A Damn Brewery.
They have a website (https://blackhops.com.au/)
8 Sept 2025
Rule G Brewing - Ralph and Lisa
Ralph Rapa wanted to open a small craft brewery on his terms. He wanted it to reflect his life in the American railroad industry. He wanted it to be comfortable, unpretentious and fun.
So he enlisted his longtime friend Lisa Henrie to handle marketing, HR and PR, raised some capital and shoveled coal in the engine of Rule G Brewing Company in South Florida.
After a solid start, the brewery was plagued by catastrophe after calamity. Anyone who doesn’t listen to this show would be shocked to hear what they went through. But you’ll hear many of the same tragic tribulations that other guests have shared.
Of the things that make their story unique, Ralph and Lisa faced down their troubles inside of their first year, eventually shutting down just in time to enjoy Easter with a little peace.
Ralph and Lisa both have a full bucket of emotions around their experience fighting to open, run and eventually attempting to save a craft brewery in 2024/2025. And thanks to them sharing THAT story we’re all about to know a little more about how NOT to start a DAMN brewery.
15 Aug 2025
Einhorn Beer Company - Doug Martin
Doug Martin is a guy who has just about done it all.
From working in beer in Germany to opening a brewery in California to pivoting to non-alcohol products, he’s followed many of the playbooks that the craft beer talking heads are claiming will save your business.
But he’s on this show because the many beer-related businesses and non-beer production businesses he had his hands in have all closed down.
Doug has a wealth of experience to share with us about what he tried, why it didn’t work and what he thinks that says about the future of craft beer.
And he was generous enough to share all of what he’s seen and what he knows with us so we’ll know, How NOT To Start a Damn Brewery.
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
4.6 / 5
41 ratings
Spotify
4.8 / 5
65 ratings
Podcast Authority Score: 53 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
61
Social presence
91
YouTube
0
Engagement
67
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