Thirsty Business Podcast
Season 1
by Jennifer Hauke
Everyone says beer is declining, but what if they're looking at the wrong numbers? In this episode of Thirsty Business, Jen Hauke and Phil Thomas sit down with Lester Jones, Chief Economist at the National Beer & Beverage Wholesalers Association (NBWA), to challenge some of the biggest assumptions shaping today's beer industry. From why draft beer continues to outperform expectations to why Gen Z isn't the industry's biggest problem, Lester explains why context matters far more than headlines. The conversation dives into retailer spending, on-premise growth, consumer behavior, demographic shifts, and why the industry's future belongs to those who create memorable occasions, not just sell cases. Along the way, they explore innovation, brand building, economic cycles, marketing myths, and why some of today's biggest beer brands continue to thrive while others struggle. If you're a brewer, wholesaler, supplier, distributor, retailer, or simply fascinated by how economics shapes the beverage industry, this episode delivers practical insights that challenge conventional wisdom. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 Enjoying Thirsty Business? Subscribe for conversations with the innovators, brewers, scientists, and operators shaping the future of beer, hospitality, and the draft beverage industry. #Beer #DraftBeer #BeerCulture #BeerPodcast #CraftBee #BeerHistory #Brewing #BeerTasting #Hops #BeerIndustry #BritishBeer #BeerLovers #BeerEducation #PubCulture #BeerQuality #ThirstyBusiness
What if everything you thought you knew about beer was wrong? Rupert Ponsonby started his beer journey knowing almost nothing about beer. Using his background in wine, he asked a simple question: why couldn't beer have the same level of connoisseurship, storytelling and premium experience as wine? That question led to innovative beer programs, the Beautiful Beer campaign, the Beer Academy, and curated beer lists at some of Britain's top restaurants. In this episode of Thirsty Business, Jen Hauke sits down with Rupert Ponsonby to explore the art, science and culture behind great beer, from beer aging and hops to draft quality, sensory science and beer presentation. They also discuss beer and food pairing, Rupert's work with Professor Charles Spence, the surprising relationship between pain and pleasure, the history of British beer, and the future of non-alcoholic beer. And yes, they talk about a vintage beer worth more than $2,000. If you're interested in draft beer, beer quality, brewing, hops, beer history, sensory science, hospitality and beer culture, this episode is for you. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 Enjoying Thirsty Business? Subscribe for conversations with the innovators, brewers, scientists, and operators shaping the future of beer, hospitality, and the draft beverage industry. #Beer #DraftBeer #BeerCulture #BeerPodcast #CraftBee #BeerHistory #Brewing #BeerTasting #Hops #BeerIndustry #BritishBeer #BeerLovers #BeerEducation #PubCulture #BeerQuality #ThirstyBusiness
Why does the same beer taste incredible in one place and completely different somewhere else? Professor Charles Spence has spent decades answering that exact question. As one of the world's leading researchers in sensory psychology, his work has influenced chefs, breweries, restaurants and hospitality brands around the world. Together with Jennifer Hauke, they explore why our brains experience beer long before we ever take the first sip. From iconic English pubs and Guinness' multisensory design philosophy to music pairing, glassware, aroma, expectation and hospitality psychology, this conversation reveals how every detail shapes the guest experience. Whether you own a brewery, manage a bar, work in hospitality or simply appreciate great beer, you'll never look at a pint the same way again. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 00:00 Meet Professor Charles Spence 03:18 Why beer tastes different before you even drink it 07:42 Expectations, memory and the psychology of freshness 13:11 Aroma, foam and why smell shortcuts the brain 19:27 Garlic, sensory illusions and tasting beyond the mouth 27:03 What makes English pubs feel so special 3 6:02 Why pub design encourages conversation 42:46 Guinness and the intentional design of hospitality 48:30 Glass shape, labels and why packaging changes flavor 57:15 Music, sound and the science of tasting beer 1:08:50 Nature, curiosity and the future of hospitality Professor Charles Spence reminds us that people don't just remember what they drank, they remember how it made them feel. 🔔 If you enjoyed this episode, subscribe to Thirsty Business for more conversations about beer, hospitality, and the people creating unforgettable guest experiences. And let us know in the comments: What's the most memorable beer experience you've ever had and what made it unforgettable? #Beer #CraftBeer #BeerCulture #PubCulture #Hospitality #GuestExperience #SensoryScience #Flavor #BeverageIndustry #ThirstyBusiness
Most people assume if a brewery makes great beer, that's exactly what ends up in the customer's glass. The truth is far more complicated. In this episode of Thirsty Business, Jennifer Hauke and Phil Thomas sit down with Dr. Sean D Moore, molecular microbiologist and professor at the University of Central Florida College of Medicine, to uncover what actually happens inside draft beer systems after the beer leaves the brewery. After spending four years researching microbial communities inside commercial draft systems, Dr. Sean explains why every beer line develops its own unique ecosystem, how biofilms form, why bacteria adapt over time, and what happens when cleaning isn't done correctly. Together, they dive into the science behind draft beer quality, why sodium hydroxide remains the industry standard, how microbial populations evolve, and why proper draft maintenance isn't simply about cleanliness, it's about protecting flavor, protecting brands, and ultimately selling more beer. Whether you're a brewer, wholesaler, draft technician, bar owner, or simply someone who appreciates a perfect pint, this episode offers a fascinating look into the hidden science happening inside every draft system. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 If you enjoyed this conversation, subscribe to Thirsty Business for more conversations with the people shaping the beverage industry, from brewers and scientists to operators, technicians, and business leaders. If this episode taught you something new, share it with someone who cares about serving a better pint. #ThirstyBusinessPodcast #DraftBeer #BeerQuality #CraftBeer #Microbiology #BeerScience #BeerIndustry #Brewery #BeerLines
What does it take to protect one of the most respected beer brands in the world? In this episode of Thirsty Business, Jen Hauke sits down with Brian Grossman, Chief Brewer at Sierra Nevada Brewing Co., for a conversation that goes far beyond brewing. Brian reflects on growing up in a family brewery, starting his first brewery job at just fifteen years old, scrubbing fermenters with two buckets and how those early lessons in cleanliness shaped his philosophy about quality, craftsmanship, and attention to detail. Together, they explore the evolution of Sierra Nevada, the creation of the iconic Mills River, North Carolina brewery, and why every detail matters from selecting ingredients inside the brewhouse to maintaining draft systems in bars and restaurants. One of the episode's strongest messages is that a brewer's work doesn't end when the beer leaves the brewery. Every pint represents years of experience, thousands of decisions, and countless hours of work, and all of that can be lost if draft systems aren't properly maintained. Brian explains why clean draft lines are not simply a maintenance task, they are essential to protecting the brewer's intent and ensuring every customer experiences the beer exactly as it was designed. Whether you're a brewer, distributor, draft technician, retailer, or simply someone who appreciates great beer, this episode offers a fascinating look behind the scenes of one of the industry's most respected breweries. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 If you enjoyed this episode, subscribe to Thirsty Business Podcast for more conversations with the people shaping the future of beverage, brewing, hospitality, and business. And if this episode changed the way you think about beer, share it with someone who still thinks it’s “just beer.” #SierraNevada #CraftBeer #Brewing #BeerQuality #DraftBeer #BeerIndustry #CraftBrewing #BeerPodcast #ThirstyBusinessPodcast #BrewersAssociation #DraftLine #BeerEducation
Every brewer obsesses over making great beer. But what happens after it leaves the brewery? In this episode, Jen Hauke and Phil Thomas sit down with Matt Meadows, Director of Field Quality at New Belgium Brewing, co-author of the Brewers Association Draft Beer Manual, and one of the industry's leading authorities on draft beer quality. Matt has spent his career solving a problem most beer drinkers never think about: making sure the beer they receive tastes exactly the way the brewer intended. The conversation explores why draft quality isn't just about cleaning beer lines it's about building systems, creating accountability, educating partners, and protecting every pint served. Matt explains why beer quality is everyone's responsibility, from the brewery to the wholesaler to the retailer, and why prevention will always outperform reaction. They also discuss the evolution of draft quality programs, the importance of data-driven decision making, and why field quality teams should focus on coaching rather than catching people doing something wrong. One of the most fascinating parts of the episode dives into Japanese beer pouring techniques. Matt shares how these traditional methods transform the drinking experience by changing foam structure, aroma, mouthfeel, and presentation—showing that even something as simple as the way a beer is poured can dramatically elevate hospitality. Whether you're a brewer, distributor, bar owner, draft technician, or simply someone who appreciates a perfectly poured pint, this episode is packed with practical insights from one of the most respected voices in the industry. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ Connect with our guest, Matt Meadows: 👉LinkedIn: https://www.linkedin.com/in/mattmeadows/ If this episode gave you a new appreciation for everything that goes into delivering the perfect pint, share it with a brewer, distributor, bartender, or beer lover who's committed to raising the standard. #Beer #DraftBeer #CraftBeer #NewBelgium #BeerQuality #Hospitality #Brewing #DraftSystems #BeerEducation #CraftBrewing
In this episode of Thirsty Business Podcast, Jen Hauke and Phil Thomas sit down with Beer Institute President and CEO Brian Crawford for a wide-ranging conversation about the forces shaping the future of beer, hospitality, and the businesses that depend on them. From the Beer Institute's "It's Me Beer" and "Stand With Beer" campaigns to the relaunch of the CHEERS Act, Brian explains why advocacy matters for everyone in the beer ecosystem, from brewers and distributors to bars, restaurants, draft technicians, and hospitality operators. They explore how public policy impacts the industry, why beer remains one of the most powerful drivers of social connection, and what happens behind the scenes on Capitol Hill to protect an industry that supports millions of jobs. The conversation also dives into why maintaining strong relationships between policymakers and industry leaders is critical for the future of hospitality. Whether you're in beer, hospitality, foodservice, distribution, or simply curious about how policy influences business, this episode offers a fascinating look behind the curtain at the people working to protect and grow one of America's most important industries. ⭐Featured Campaigns: 🍺 https://standwithbeer.org/ 🍺 https://www.cheersact.org/ ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ Connect with our guest, Brian Crawford: 👉LinkedIn: https://www.linkedin.com/in/brian-crawford-b538504/ 🔔 If this episode changed the way you think about beer, share it with someone who still thinks it’s “just beer.” #ThirstyBusinessPodcast #BeerIndustry #CraftBeer #HospitalityIndustry #BeerBusiness #DraftBeer #BeerInstitute #RestaurantBusiness #HospitalityLeadership #BeverageIndustry
What does it take to build a business that survives nearly 200 years? In this episode of Thirsty Business Podcast, Jennifer Hauke sits down with Jennifer Yuengling, sixth-generation owner and operator of Yuengling, America's oldest brewery. From its founding in 1829 to navigating Prohibition, economic downturns, changing consumer tastes, and modern expansion, Yuengling's story is one of resilience, patience, and unwavering commitment to quality. Jennifer shares how the family has preserved its values across six generations while continuing to grow responsibly into new markets. She explains why the company refuses to chase growth for growth's sake, the importance of long-term distributor partnerships, and how a people-first culture has created remarkable loyalty among employees and consumers alike. Beyond beer, this conversation is about legacy, leadership, grit, and building a company designed to outlive its founders. Whether you're building a brewery, running a family business, leading a team, or simply trying to create something that lasts, this episode is packed with practical lessons on culture, leadership, and legacy. Because the greatest businesses aren't built for the next quarter. They're built for the next generation. 🍻 ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 If this episode changed the way you think about family businesses, leadership, or what it really takes to build something that lasts, share it with someone who's building a legacy of their own. #ThirstyBusinessPodcast #Yuengling #JenniferYuengling #FamilyBusiness #Leadership #Entrepreneurship #BeerIndustry #Hospitality #BusinessGrowth #LegacyBusiness
What happens when one of the fastest-growing beer brands in the world starts treating beer like a food product instead of “just beer”? In this episode of Thirsty Business Podcast, hosts Jen Hauke and Phil Thomas sit down with Zoe Riccio of Athletic Brewing to break down the science, systems, and obsessive quality control behind modern non-alcoholic beer. From food safety and microbiology to draft line cleaning, carbonation science, and brewery operations, this conversation goes far deeper than most people realize. They also dive into why Athletic invested heavily in its own breweries, how the company maintains consistency across multiple facilities, and why draft quality matters more than most bars understand. If you’ve ever wondered how non-alcoholic beer actually works, why Athletic is growing so fast, or what really happens behind the scenes in beverage manufacturing, this episode is packed with insider insights. ⭐ Sponsored by: Draftline Technologies https://www.draftlinetechnologies.com Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉 Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ Connect with our guest, Zoe Riccio: 👉LinkedIn: https://www.linkedin.com/in/zoe-riccio-5a7a46bb/ 00:00 – Intro to Athletic Brewing & Zoe Riccio 02:10 – How Zoe got into food science 06:05 – The challenge of labeling non-alcoholic beer 09:12 – Why Athletic built its own breweries 17:15 – The science behind beer safety 33:28 – The difference between quality vs safety 41:15 – Athletic’s approach to quality control 45:06 – The science of consistency in brewing 53:02 – The future of draft beverages 56:18 – Final thoughts on beer, science & quality 🔔 If you enjoyed this episode, subscribe to Thirsty Business Podcast for more conversations with the people shaping the future of beverage, brewing, hospitality, and business. And if this episode changed the way you think about beer, share it with someone who still thinks it’s “just beer.” #AthleticBrewing #NonAlcoholicBeer #CraftBeer #BeerPodcast #FoodScience #DraftBeer #BeverageIndustry #QualityControl #BrewingScience #ThirstyBusiness
Every great pint starts long before the pour. In this episode of Thirsty Business, Guinness ambassador Ryan "Wags" Wagner joins Jen Hauke for a fascinating conversation about beer quality, draft systems, faucet cleaning, nitrogen pours, and the unseen work that shapes every guest experience. From the role of a well-maintained draft system to the science behind a perfect Guinness pour, Ryan explains why the details behind the bar matter just as much as the beer itself. Along the way, they explore exploding Guinness faucets, the psychology of hospitality, and the emotional storytelling that has helped make Guinness one of the world's most iconic brands. Part beer science, part operational insight, part hospitality philosophy, this episode reveals how great experiences are built one pint at a time. If you care about bars, restaurants, hospitality, beverage programs, Guinness, or creating memorable guest experiences, this episode is for you. ⭐ Sponsored by: Draftline Technologies www.draftlinetechnologies.com Micro Matic www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉 Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast Connect with our guest, Ryan Wagner: 👉LinkedIn: https://www.linkedin.com/in/ryan-wagner-43a4b384/ 00:00 Welcome and Cheers 01:17 Preakness TV Perfect Pour 03:16 First Guinness Memories 04:03 From Theater to Beer 07:16 Laid Off Then Guinness Call 09:13 Career Dots Connect 12:33 Why Chicago Brewery 21:16 Guinness Ad Legends 23:32 John Gilroy Menagerie 25:30 Michael Ash Draft Science 30:58 Perfect Head and Foam 32:55 Beer Clean Glassware Rules 42:23 Quality Culture and Training 49:36 Guinness Growth and Moments 52:20 Converting a Tap to Guinness 01:01:40 Hospitality as a Career 01:10:22 Final Cheers and Wrap Up 🔔 If this episode changed the way you think about draft beer, hospitality, or customer experience, send it to someone who owns a bar, runs a restaurant, or works behind the stick. And if you’re building experiences people come back for, subscribe for more conversations about beer, business, hospitality, and the systems behind great service. #Guinness #DraftBeer #Hospitality #BarOwner #RestaurantBusiness #BeerCulture #CraftBeer #BartenderLife #BeerQuality #Micromatic