The Brewery Talk 
Not a full tour, more of a welcome talk in front of your kettle.

This won't take long. By the time we settle and I introduce you, you only need to talk from 6:05 PM - 6:20 PM. 

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If you are giving the brewer talk for the Grainbakers class:

You have 15 minutes, including any question and answer time.
Here’s what we need  you to cover:

 

Welcome, I am __  and my role is ___.

The brewery is __ years old and independently owned and operated by _____.

Our total capacity per year is ____ barrels which is _____kegs or _____ cans.
 

Since you’re here to learn about spent grain, I will briefly explain how the grain moves through our brewery. 

• Point out the mill, kettle, mash, fermentation and other favorite equipment. A one-sentence top-level explanation is all you need to cover. 

• Tell us how many pounds of grain go into a batch and how many pounds it turns into when it’s hot and wet.

• Tell us how many pounds of spent grain the brewery disposes of per year. (Impressive!)

• Explain your grain out, how you manage your spent grain and where it goes. 

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Feel free to share any struggles your brewery has and be transparent about the challenges of owning a brewery. It is FINE to share that you’re struggling post-COVID and appreciate their business and want them to return.
 

Feel free to plug events or new brews that are coming up.

• ASK for their business. Thank them for coming.

• You’re looking for your first-time guests to come back as regulars. 

• Thank your regulars for their ongoing support.
   

Questions to expect:

• Are there hops in this grain?

• How do we get free spent grain in the future?

• How did you get into this industry?
   

Wear your best brewery look or logo gear you want them to purchase.
 

Real Talk: Every guest could become a regular. Suppose your regulars visit once a month and purchase 2 pints and a 4-pack that’s $432 annually in revenue. Suppose you were to convert those 36 friendly faces into regulars; that’s a potential of $15,000.

 

Be as LOUD as you can. Smile. Be charming. Thank them for visiting.

If you enjoy this type of programming, please invite me to come back!

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You might be surprised to know:

Caitlin owned a brewery and two satellite taproom restaurants in Somerville, MA, with her husband, Jeff, from 2011 to June 2020. [And then, you know ... Covid.] From the beginning of each buildout, from installing drywall and laying tile, she's worked in every brewery role and was responsible for marketing, programming, and basically putting butts in seats. From 'Ride alongs' with sales folx and building up a six-state wholesale distribution footprint, and dealing with clogged toilets and overflowing FVs, she's walked a few miles in your boots. 
 

In 2024, Caitlin made Grainbakers her full-time gig. "Small American Breweries are vital to our communities. Last year, they lost ground, and they're closing at a remarkable rate." She travels to brewery-centric cities all over the United States. She's on a mission to help small and independently operated breweries thrive in an incredibly competitive market. In 2024, she is tracking to bring 3,000+ guests to smaller (under 3,000 BBL) breweries on their slowest nights. She's focused on shining light on the best breweries focused on quality, customers and community.