This Is Not Your Hobby

Scan data gets thrown around in beverage like everyone’s supposed to already know what it is. In this episode, Julie breaks it down in plain English for beginners: what scan data actually measures, why it matters for chain business (and beyond), and how to use big-picture consumer trends without blindly copying what the “national data” says. The point isn’t to become a data analyst— it’s to make smarter decisions locally using the clearest signal we have of what people are actually buying.What you’ll learn in this episode:What scan data is (and what it isn’t): the difference between what you shipped, what depleted, and what consumers actually boughtWhy scan data matters for chain retail — and why it also matters even if you’re not in chainHow scan data helps you track macro consumer trends and translate them into hyper-local decisionsThe core scan concepts beginners need to understand (velocity, baseline vs promo, distribution, in-stocks context)How to use data as a tool for better decisions — not just a bunch of numbers you stare atWhy data should support a bigger brand story, not replace itBest For:Beverage brands who sell their liquid wholesale, or who eventually plan to. Mentioned in this episode:Submit Your BottlenecksJoin The Bottleneck Email CommunityAll Podcast EpisodesBrewers AssociationWine and Spirits Wholesalers of AmericaCraft Brewers ConferenceNeilsen IQCircanaSPINS3 Tier BeveragesAmerican Cider Association

Chain sales can be huge volume for craft beverage brands— but, it’s not a knee-jerk decision and it’s definitely not a band-aid for lagging sales. In this episode, Julie breaks down why early March is the start of “submission season” for Fall Refresh requests, what chains actually care about right now, and how to approach big box retail like the system it is. This one works as a primer for brands new to chain and an optimizer for brands already in it that want to execute better and expand intentionally.What you’ll learn in this episode:Why early March matters and what “Fall Refresh / reset” season actually means for chain planningThe mindset shift: you’re not just “landing an account” — you’re stepping into a system with rules, timelines, and performance expectationsWhat chains care about right now: in-stocks, velocity, clean item setup, and whether your brand is a fit for their customer baseThe practical chain readiness check: supply continuity, item setup fundamentals, pricing integrity, velocity planning, and speaking buyer languageThe “old rule book” on distributors — why you don’t always need one anymore, but you do need serious logistics and brand support if you go withoutWhy brands new to big box should start local first to prove fit and build real proof before trying to scaleWhy chain reset timing makes a brand release calendar non-negotiable — and why national Spring reset submissions can require planning nearly a year in advanceWhy New Item Forms (NIFs) are the gatekeeper — and why following instructions matters more than perfect dataThe modern SKU reality: portfolio pitches are basically dead; one hero SKU authorization is a win, and expansion is earnedWhy structured programming helps you secure placements and support sell-through (even if it’s not always required)Mentioned in this episode:Submit Your BottlenecksJoin The Bottleneck Email CommunityBarrel 2 Business CollectiveMidAtlantic CraftCon (Baltimore): (registration open — snag tickets online)RadCraft Group Coaching/EventNY State Craft Brewers Conference (Albany): (registration open — snag tickets online)All Podcast Episodes

This week on This Is Not Your Hobby, stop winging it on sales, margins, and expenses— and focus on profits. Chris Farmand, Founder and CEO of Small Batch Standard, joins Julie for this interview episode to share his no-fluff approach to increasing product sales. What you'll learn in this episode:How to grow profitability not just chase vanity metricsAdvice for estimating your (marketing) budget with non-negotiablesTips for scrutinizing P&L statements Why and how to prioritize labor and training thereof Chris' "margin mindset" approach to wholesale and taproom sales Best for:Independent beverage brands (beer, cider, spirits, kombucha, THC/hemp, NA) who want to increase sales... so every. single. one. of. you! Mentioned in this episode:The Brewery Profit Workshop at CBCBarrel 2 Business Group Coaching ProgramSubmit Your Bottlenecks

In part two of this two-part profitability series, Julie flips the script from cutting costs to growing sales— and, breaks down the real, sustainable ways to bring in more revenue without burning out your team, wrecking your margins, or handing out constant discounts like Halloween candy.This episode is a tactical dive into how to drive more dollars from your taproom and your wholesale accounts using what you already have, just way more strategically.What you’ll learn in this episode:How to boost check averages and revenue-per-visit without adding new customersSimple tweaks that turn your taproom into a hangout people actually want to come back toWeekly events that don’t feel stale, overdone, or phoned inThe single best metric to track in wholesale (hint: it’s not just volume)Why SKU creep is quietly killing your margins—and how to fix itHow to apply the “Moneyball” method to wholesale without a huge budgetMentioned in this episode:Barrel 2 Business Group Coaching ProgramSubmit Your BottlenecksSubscribe to The Bottleneck NewsletterAll Podcast Episodes

Margins are tight, shelves are crowded, and being “busy” isn’t the same thing as being profitable. In this episode of This Is Not Your Hobby, Julie kicks off a two‑part series on profitability by tackling the first — and often most uncomfortable — lever: cutting expenses.This isn’t about panic cuts or slashing things that actually drive revenue. It’s about identifying the expensive habits that have quietly become “normal” in taprooms and distribution businesses — and stopping them on purpose.Julie breaks down where beverage brands tend to overspend, how those decisions show up differently in taprooms vs. wholesale, and what not to cut if you want your business to survive (and grow) into 2026. The episode wraps with a practical 90‑day framework, The Q1 Stop Doing Expensive Shit System, to help you clean up your cost structure before pushing harder on sales growth.What you’ll learn in this episode:Why profitability only has two levers — and why cost-cutting usually needs to come firstThe most common taproom cost traps, including labor scheduled on vibes, untracked comps, menu bloat, and events that don’t payThe most common distribution cost traps, including SKU overload, packaging creep, rush freight, unmeasured trade spend, and sampling without a planWhen long‑term vendor contracts can lower costs — and when they turn into a financial ankle monitorWhy cutting quality, maintenance, sales support, brand clarity, or education often backfiresHow to apply the Q1 Stop Doing Expensive Shit System to clean up expenses without breaking the businessMentioned in this episode:Contact Form - Not Your Hobby Marketing SolutionsBook a CallBuy a Punch CardLet's Work TogetherSmall Batch StandardSubmit Your Bottlenecks⁠

Branding isn’t “make it pretty and pray.” It’s how consumers decide what to grab in a 3-second cooler scan— and how buyers decide if you’re worth the shelf space. In this episode of This Is Not Your Hobby, Julie sits down with Amanda DeVries, Creative Director + Founder of Eye Candy Design, to talk about branding from a bigger-than-your-local-market perspective: what works globally, what drives consumer behavior, and how to make your brand clearer (and more profitable) even if your budget is… limited.What you'll learn in this episode:Why “branding” is way more than your logo (and why that misconception costs founders real money)What consumers actually respond to on shelf: clarity, cues, and emotional decision-makingThe difference between design that’s cool and design that convertsHow to tighten up your branding on a budget (without doing a full-blown redesign)Practical brand alignment: how packaging, messaging, and your sales story need to match— or you’ll confuse buyers and shoppersBest for: Independent beverage brands (beer, cider, spirits, kombucha, THC/hemp, NA) who are prepping for wholesale/distribution; OR already on shelf and not seeing the velocity they expected; OR feeling like their packaging is “fine” but not doing enough heavy lifting.Mentioned in this episode:Eye Candy DesignStart With Why by Simon SinekNot Your Hobby Marketing Solutions⁠Submit Your Bottlenecks⁠

Discover how to stand out in the crowded beverage market with just three seconds to make an impression. Learn the critical distinction between product and brand in wholesale. Julie reveals the importance of crafting compelling unique selling propositions that resonate with buyers. Explore why emotional packaging design matters and how visual stories can captivate customers. Plus, find out what value-added supports can make your brand more attractive to retailers. It’s all about making a memorable impact in distribution!

Discover the crucial importance of differentiation in the craft beverage industry. Julie highlights the challenges brands face when they all claim to be local and friendly. She provides insights on auditing your taproom to enhance the customer experience. Learn to craft compelling unique selling propositions (USPs) tailored specifically for your brand. Julie emphasizes aligning your physical space with your brand identity and effectively communicating your USPs to ensure customers remember you in a crowded market.

In this discussion, Michelle Forster, Director of Sales at Black Tooth Brewing with a rich background in field sales, shares valuable insights for beverage brands. She emphasizes the need for both soft and hard sales skills and highlights the importance of active listening. Michelle advocates for respectful curiosity in managing distributor relationships and simplifying pricing for better communication. The conversation also touches on effective tools for streamlining distributor interactions and practical advice on avoiding burnout.

Transform your website from a digital brochure into a 24/7 salesperson that actively drives sales. Discover essential strategies like emotional targeting and clarity that connect with customers. Learn why showcasing lifestyle visuals beats production images and why mobile optimization is a must. Find out how to implement SEO for visibility and keep your site's design simple yet effective. With practical checklists and insights, maximize your brand’s online presence to avoid leaving money on the table.