Green Man Brewing’s Matt Peyton and Joe Summers on Trends, Classics, and Craft Beer Resilience

 

Today on Consuming the Craft, I welcomed two of the driving forces behind Green Man Brewing Company: Joe Summers, Managing Director, and Matt Peyton, Director of Brewing. We dove deep into the world of legacy beer styles, the ebb and flow of trends in the craft beer scene, and how Green Man keeps pivoting and thriving even as the industry gets more crowded and competitive. From war stories about hay-infused brews and pumpkin beers arriving way before the harvest, to the real-world logistics of steering a brewery battleship in the wake of ever-shifting consumer preferences, this conversation was packed with insight, laughs, and a couple of surprise bottles (including some soju in a plastic liter bottle). We explored everything from experimental IPAs to the comforting return of classic ESBs and sessionable lagers, not to mention what it will take to bring Asheville’s South Slope back to full vibrancy.

 

Joe Summers has nearly two decades of experience in the beverage industry, steering Green Man Brewing through thick and thin as Managing Director. Matt Peyton, whose background is in civil and environmental engineering, has spent almost every waking moment of the last twelve years climbing from delivery driver all the way up to Director of Brewing. Both are passionate advocates for beer brewed with balance, intention, and a healthy respect for tradition—even as they chase after the occasional trend or wacky adjunct.

 

"Brewery is not an F1 car, it's a battleship. And it takes a long time to turn it and move it in a direction." ~Matt Peyton

 

Today on Consuming the Craft:

·     Trends in the craft beer industry are cyclical; legacy beer styles, such as ESB, IPA, and Porter, are making a comeback as trends shift from fads to classics.

·     Steering a brewery toward a new trend requires years of planning, from label approval to production schedules; you can’t just pivot overnight.

·     The “haze craze” and IPA experimentation are still very much alive, but there’s growing consumer interest in sessionable, lower-ABV beers and clean lagers.

·     Legacy brands, dependable classics consumers know and trust, help breweries stay resilient when distributors prioritize trendier items like hard seltzers.

·     Economic uncertainty means more people are reaching for tried-and-true classic beers, rather than taking a chance on expensive new releases.

·     The Asheville craft scene is recovering after a tough year, and both breweries and locals are eager to welcome back visitors and celebrate a return to normal.

·     Experimentation isn’t dead, surprise tastings during the conversation included a robust Armagnac and a surprisingly smooth (and subtle) Korean soju.

·     Food, beer, and community remain at the heart of what breweries like Green Man do, whether its chili made with porter or a scotch egg and a pint at Jack the Wood.

 

Contact Green Man Brewing Company:

Website: https://www.greenmanbrewery.com/

Locations: 27 Buxton Ave, Asheville, NC (plus additional taproom info online)

 

Resources Mentioned:

Green Man Brewing Company beers: ESB, Porter, Damn Fine Pilsner (currently on draft)

East Village Grill (offering Green Man’s “Easy Drinking Pills”)

Sierra Nevada Brewing (new pilsner noted for excellence)

McConnell Farms

 

This episode is brought to you by…

 

McConnell Farms - Taste the Way You Remember. Enjoy homemade ciders and ice cream made from only the best produce on the market. Visit the McConnell Farms website to learn more about our seasonal inventory and the delicious creations you can make with our homegrown produce.

 

Consuming the Craft

Thanks for tuning into this week’s Consuming the Craft Podcast episode, brought to you by AB Tech’s Craft Beverage Institute of the Southeast. If you enjoyed this episode, please subscribe and leave a review wherever you get your podcasts.

Apple Podcasts | GooglePlay

 

Be sure to share your favorite episodes on social media to help us reach more craft beverage enthusiasts.

 

To learn more about AB Tech and the Craft Beer Institute of the Southeast, visit our website.