Interested in starting your own entrepreneurial journey in brewing but unsure what to expect? Then read up on our interview with Brad Reed, Marketing Director of TrimTab Brewing Co., located in Birmingham, AL.
What's your business, and who are your customers?
TrimTab Brewing Co., a craft brewery located in Birmingham, AL. We provide world-class craft beer for drinkers seeking superior, innovative brews and elevated beer drinking experiences. For us, “why” we make beer is as important to us as “what” beer we make. We are founded on the idea that small things can create big change. A "trimtab" is a small, unassuming piece on ships and aircrafts. It's attached to a rudder and is what guides the ship, no matter how big it is.
Buckminster Fuller — genius humanitarian and engineer – recognized this phenomenon and created it as a metaphor for humanity. You are a trimtab! We each have the ability to make huge lasting impacts on the world. We celebrate this notion. Create a world you love is our message. Craft beer is our bullhorn.
Tell us about yourself
Well, I was born in West Palm Beach, grew up in Alabama and now reside in St. Petersburg. I have over 20 years experience as a Graphic Designer and 10 years experience as a Creative Director. I spent years making poster art and designing merch for bands before becoming an Art Director in a full-scale creative agency. I would later step into the role as a Marketing, Brand and Creative Director for a craft brewery. Now I get to spend days designing beer labels!
It would probably be easier to narrow down what doesn't inspire me. I find motivation in almost everything that surrounds me. Art, music, movies, photography, social media, colors, people, wallpaper, interior design, stories, typography, old signs, old shirts, videos, slogans, jokes, dogs, a good deed, happy stories... I could go on and on. As a creative person, inspiration is what keeps me running daily. And coffee. All the coffee.
What's your biggest accomplishment as a business owner?
When I first started in the craft beer industry, I knew very little about it. I knew I liked beer and that was about it. Nothing about how beer distribution and retail worked. I spent my first couple months really studying the industry to see what consumers wanted, what was currently being offered and what was missing. As a result, we implemented a distribution and retail strategy that broke the mold that had been place for decades. We had never seen it done, at least. We came up with a formula that would allow consumers to constantly get new styles and flavors from one source they could trust for premium craft beer while still working within the guidelines of retailers and distributors.
We've been voted as the Best Brewery in Birmingham 3 years straight, been ranked as a Top 10 Brewery in the U.S. as well as a Top 50. FORBES chose us as a Top 10 Craft Brewery to Watch in 2019. One of my labels was also recently chosen as a Top 25 Best Beer Labels in 2021 by HopCulture.com. Pretty cool!
We have recently introduced Beer with Surround Sound to the market. Many of our beers come with curated playlists designed to enhance the drinking experience. Just scan the can and listen along. As a longtime musician and avid showgoer, finding a new way to mix beer and music was really fun.
What's one of the hardest things that come with being a business owner?
I would say the hardest thing is staying fresh, relevant and innovative in such a crowded and fast-paced industry. There's a lot of noise in the beer market, it can be very difficult to stand out. Especially as a smaller brewery that doesn't really have much of a marketing budget.
We have prided ourselves on bringing new ideas to the market, but before you can even pat yourself on the back, competitors see it and start emulating. Doesn't take long for a fresh idea to expire in the beer world. Don't think anyone else has done scratch and sniff stickers yet though! haha.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
1. Know your industry inside and out.
2. Know who you are and your customers are. Be yourself so you never have to fake it. Then it actually feels like work.
3. Stay inspired and have fun!
Bonus tip: Hire someone with experience to do your branding. Would you let your neighbor's, cousin's kid with a basic tool set build the foundation of your new house because you could get a good deal?
Anything else you'd like to share?
Your neighbor's, cousin's kid may be an excellent designer (or handyman). No offense intended. :)
Where can people find you and your business?
https://www.trimtabbrewing.com/
https://www.instagram.com/trimtabbrewing/
https://www.linkedin.com/in/brad-reed-425866b/
https://www.facebook.com/TrimTabBrewing
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.
