July 6, 2025 • 15 mins
Plus: Summertime Beer Traditions with Rachel Benkowski, Review of Founders KBS, Michelle Lam Prrovides the Top PR Trends Revolutionizing The Beverage Industry in 2025
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
Hi everyone, and welcome to this week's episode of Beverage Chronicles.
I'm your host, Gary Monterroso, where every week we talk
about all kinds of beverages and let's get start a
little bit of news relating to craft beer. You know,
the era when beer enthusiast would wait in long lines
(00:27):
to get a case of beer. It's pretty much come
to an end, largely due to shifts in consumer behavior,
in part influenced by the pandemic. Some specialists have suggested
it would beginning a new phase in the world of
craft beer. Last year there were about four hundred brewery closings.
Total production decreased by two percent, and it makes you
(00:51):
wonder what options does a traditional craft brewery have. Well,
one possibility is to start producing whiskey. JC Tatrow of
Brewing Company said it was likely a year and a
half or maybe two years after we started Trillium when
I looked at my wife Esther by the way, that
(01:11):
was his co founder, and said, well, you know, we're
about ninety percent of the journey toward becoming a whiskey distiller.
Established in twenty thirteen in the Four Point area of Boston,
the brewery emerged as one of the initial triumphs during
the early days of hazy IPAs and ques that stretched
for blocks. Might the addition of spirits to a breweri'es
(01:34):
beer selection unintentionally attract more guests to return to explore
its beer offerings well. Tatrose pointed out that creating whiskey
begins with preparing a mash, which is typically a type
of beer without the hops, and then distill the beer
let it mature for a while you have whisky. The
situation can be more complicated, varying by state. Although the
(01:57):
Tatros and Trullium operated four venues on a farm, they
required an entirely distinct distilling facility, a unique license, and
a strategy to market their spirits to customers who would
primarily recognize them as a beer producer. Tatro said, a
vast and diverse range of drinks exists in the world.
(02:17):
Trillium has some positive news. We have consistently aimed to
provide this wide range of services, rather than merely responding
to current circumstances. Now lately, there's been an increase in
breweries like Trillium expanding into distilling. This is so it's
(02:38):
not really an entirely novel development. Several craft breweries in
America have been engaging in distilling for over ten years. Rogue,
which is based in Oregon founded in nineteen eighty eight,
started distillation operations in two thousand and three, and today
they have the unique capability of coppering their own barrels,
(02:59):
making them want the rare establishments in the nation to
offer the service. New Holland Brewing, founded in Michigan in
nineteen ninety seven, expanded its offerings by incorporating distilling into
its business in two thousand and five. In two thousand
and six, California's Ballast Point launched the first distiller in
San Diego, San's Prohibition, which eventually became known as Cutwater Spirits.
(03:26):
Due to its tremendous financial triumph, it was acquired by
Anheuser Bush in twenty nineteen. In nineteen ninety three, Anchor Brewing,
often considered the first craft brewer in the US, started
its distilling journey with the introduction of Old Potrero, a
single malt rye whiskey. But to be honest, it's not
(03:48):
exactly as straightforward as simplifying the beer recipes that brewer
have utilized for some time. At Trillium, the beer recipes
stayed distinct from the whisky mashes for the most part,
highlighting that whiskies generally utilize primarily un malted grains. However,
these breweries also create more than just whisky. Anchor would
(04:09):
later gain greater recognition for its Junipero gin, which is
often considered the first craft gin in America. In New York,
Finback Brewing runs an exceptionally popular gin line known as Halftone,
with some varieties featuring hops similar to what they use
in their beers. Since they started distilling in twenty seventeen,
(04:31):
three Floyds has created spirits like Bubblegumhead, which pays homage
to the metal inspired beers that brought the Indiana brewery
acclaim some ten years ago, and Trillium. Getting back to Trillium,
they provide a selection that includes gin, vodka, rum, different
types of vermouth, along with orange liqueur. Creating each unique
(04:53):
spirit involves a distinct discipline that's more extensive than the
various types of beer, which I find demanding, Tatro explained. However,
his motivations extend beyond merely seeking a challenge. According to
Massachusetts regulations, he would have to create all the components
used in making the cocktails if you wish to serve
(05:16):
them in his tasting room. Transforming the second floor of
its four point tap room and a restaurant into the
head room, hi Phi Cocktail Lounge has unintentionally become a
clever strategy for drawing in customers for Trillium. That area
has successfully attracted former fans of Trillium who have matured
(05:39):
and shifted their tastes away from beer, enticing late night diners,
while also appealing to a younger generation that has no
inclination towards beer, and to be honest, had not ever
even heard of Trillium when it was just a brewery.
I don't have any ego connected to this in any way,
Tatro said. I can't help but smile when new people
(06:03):
come into the space, look around at this belief and exclaim, Wow,
I had no idea this brewery existed here. And now
here's more Beverage Chronicles.
Speaker 2 (06:23):
I'm Vince Douglas for Beverage Chronicles Today. I want to
tell you about Founders KBS, originally called Kentucky Breakfast Stout.
This beer stands out as one of the most legendary
bourbon barrel aged stouts in the craft beer scene. Its
story began in the early two thousands at Founders Brewings
tap room and Grand Rappers Michigan, where employee Tom Griffin
(06:44):
provided bourbon barrels that inspired head brewer Nate Walser and
future brewmaster Jeremy Cosmickey to try aging their already popular
breakfast stout. The outcome was a rich and complex imperial
stout made with coffee and chocolate aged for up to
a year in bourbon. Be Co founder gave Enbers played
a key role in bringing this idea to fruition, reminiscing
(07:06):
about his early days of adding coffee beans to pints
for intrigued customers. First launched in two thousand and three,
KBS quickly gained a devoted following, resulting in ticketed releases
in the establishment of KBS week in Grand Rapids. As
popularity surged, the beer revolved from limited seasonal releases to
(07:28):
a year round offering in twenty twenty. Today, KBS features
several variants, including double oaked, blueberry and Espresso. Renowned for
its bold notes of vanilla, oak, caramel, and roasted coffee,
KBS has helped cement Founder's reputation as one of America's
(07:50):
most esteemed craft breweries and continues to exemplify barrel aged
excellence in brewers.
Speaker 3 (08:07):
What is up, everybody? Rachel here aka Brews with Beer Kowski,
and I am here to talk to you today about
some beer history. I'm a certified cicerone and I am
a historian, and today we're going to be talking about
summertime beer traditions. So let's get nerdy. Summer and beer.
(08:29):
It is a perfect pairing that's been celebrated across the
globe for centuries. But have you ever wondered why certain
beer styles are so closely tied to the warmer months. Today,
let's take a journey through the history of summertime beer
traditions and the styles that make summer sipping so special.
(08:49):
Let's start in Germany, home to Pilsner's and Hellas Laggers.
Pilsner's were first brewed in eighteen forty two in the
city of Pilsen in Bohe which is now part of
the Czech Republic. Their pale color, crisp taste, and clean
finish made them an instant favorite. Later Bavarian brewers introduced hellslaggers,
(09:12):
offering a maultier slightly sweeter alternative. These beers became summertime
staples thanks to their light body and refreshing carbonation, perfect
for enjoying outdoors in Germany's famous beer gardens. In Belgium,
summer is the season for a seysan or a farmhouse ale.
(09:35):
Originating in Wallonia, the French speaking part of the country,
seesons were brewed in the cooler months and stored for
summer harvest. They were made to hydrate and refreshed farm workers,
offering a dry, effervescent, and often fruity or spicy flavor.
Even today, that lively complex character makes a saison a
(09:57):
go to for summer picnics and outdoor dining. Over in England,
summertime means golden ales and mild bitters. Golden ales, introduced
in the nineteen eighties, are light in citrusy, crafted to
appeal to lagger drinkers. Mild bitters, on the other hand,
have been around since the seventeenth century. Both styles are
(10:19):
low in alcohol and easy drinking, making them ideal for
a relaxing afternoon in the garden or a picnic in
the countryside. Here in the US, Our summer beer traditions
owe a lot to German immigrants who brought over lagger
brewing techniques. In the nineteenth century, post Prohibition, lighter laggers
(10:40):
became the hallmark of summertime barbecues and ballgames. More recently,
craft brewers have embraced styles like wheat beers often infrused
with citrus or fruit, and session IPAs, which deliver big,
hot flavors and a lower alcohol content. So why are
these styles the champions of summer. Historically they were brewed
(11:01):
with the seasoned mind, using ingredients and techniques that suited
warmer weather. But it's also about refreshment. Light bodied, effervescent
beers are perfect for hot days, and they pair beautifully
with the foods and activities we love in summer, from
grilling to hiking to lounging by the pool side. So
(11:21):
whether you're enjoying a Chris Pilsner, a fruity Ceyson, or
a zesty session ipa, you're participating in a tradition that
connects to centuries of brewing history. So as you raise
your glass this summer, remember the stories behind the sip
and be sure to savor the season.
Speaker 4 (11:49):
Welcome back to bever chronicles where we pour the stories
behind the spirits. I'm Michelle Lamb and today we're diving
into something close to my heart, public relation trends that
are reshaping the beverage world in twenty twenty five. Whether
you're a small batch distiller, a family owned winery, or
a global spirits brand, understanding how to tell your story
(12:13):
is just as important as crafting what's inside the bottle.
So let's pop the cork on the top PR trends
you need to know, and I'll be breaking down three
key components and takeaways of course for each one, so
you can apply them right away to your own brand strategy.
(12:36):
Earned media meets paid collaborations. You're asking why, well, Number
one PR now blends editorial outreach with sponsored opportunities. There's
no right or wrong. Just do what is best for
your brand, and it also depends on where you are
in terms of your business and branding strategy for the
(13:00):
year and budget. Remember budget is also extremely important when
you do any sort of PR build out now second
budget for pay to play. You hear that all the time,
all these placements on blogs, social media or any social
digital platform and lifestyle outlets. Sometimes you have to pay
(13:24):
a little fee or even big big fees to get
some placements and it's okay. Now. The third one, transparency
and smart targeting are key. Don't overpay for low return hits,
so do your due diligence and research research, research. Well,
(13:45):
that's a wrapout for today's Beverage Chronicles spotlight on one
of the top per trends helping beverage brands build buzz
and loyalty. Whether your startup's distillery or an established label
looking to stay relevant, embracing this trend can set you
upon in a saturated market. If you like your support
from me, just visit my website at www dot Brooklynnemedia
(14:07):
dot com or reach out directly at Michelle at Brooklynnightmemedia
dot com and Instagram Follow us at mL Brooklynnight Media
for the behind the scenes insights, event highlights, and pr
tips that will keep your brand top of mind. I'm
Michelle Lamb. Thank you for tuning in and as always,
keep pouring with purpose and leading with story.
Speaker 1 (14:29):
So you heard a review of Founders KBS. Then we
went to our beer historian Rachel Benkowski, Bruce with Beerkowski,
and we finished with Michelle Lamb from Brooklyn Night Media,
Gary Monroso saying thanks for joining us and we will
be back next week with another episode of Beverage Chronicles.
(14:53):
Have a good one.
Hi everyone, and welcome to this week's episode of Beverage Chronicles.
I'm your host, Gary Monterroso, where every week we talk
about all kinds of beverages and let's get start a
little bit of news relating to craft beer. You know,
the era when beer enthusiast would wait in long lines
(00:27):
to get a case of beer. It's pretty much come
to an end, largely due to shifts in consumer behavior,
in part influenced by the pandemic. Some specialists have suggested
it would beginning a new phase in the world of
craft beer. Last year there were about four hundred brewery closings.
Total production decreased by two percent, and it makes you
(00:51):
wonder what options does a traditional craft brewery have. Well,
one possibility is to start producing whiskey. JC Tatrow of
Brewing Company said it was likely a year and a
half or maybe two years after we started Trillium when
I looked at my wife Esther by the way, that
(01:11):
was his co founder, and said, well, you know, we're
about ninety percent of the journey toward becoming a whiskey distiller.
Established in twenty thirteen in the Four Point area of Boston,
the brewery emerged as one of the initial triumphs during
the early days of hazy IPAs and ques that stretched
for blocks. Might the addition of spirits to a breweri'es
(01:34):
beer selection unintentionally attract more guests to return to explore
its beer offerings well. Tatrose pointed out that creating whiskey
begins with preparing a mash, which is typically a type
of beer without the hops, and then distill the beer
let it mature for a while you have whisky. The
situation can be more complicated, varying by state. Although the
(01:57):
Tatros and Trullium operated four venues on a farm, they
required an entirely distinct distilling facility, a unique license, and
a strategy to market their spirits to customers who would
primarily recognize them as a beer producer. Tatro said, a
vast and diverse range of drinks exists in the world.
(02:17):
Trillium has some positive news. We have consistently aimed to
provide this wide range of services, rather than merely responding
to current circumstances. Now lately, there's been an increase in
breweries like Trillium expanding into distilling. This is so it's
(02:38):
not really an entirely novel development. Several craft breweries in
America have been engaging in distilling for over ten years. Rogue,
which is based in Oregon founded in nineteen eighty eight,
started distillation operations in two thousand and three, and today
they have the unique capability of coppering their own barrels,
(02:59):
making them want the rare establishments in the nation to
offer the service. New Holland Brewing, founded in Michigan in
nineteen ninety seven, expanded its offerings by incorporating distilling into
its business in two thousand and five. In two thousand
and six, California's Ballast Point launched the first distiller in
San Diego, San's Prohibition, which eventually became known as Cutwater Spirits.
(03:26):
Due to its tremendous financial triumph, it was acquired by
Anheuser Bush in twenty nineteen. In nineteen ninety three, Anchor Brewing,
often considered the first craft brewer in the US, started
its distilling journey with the introduction of Old Potrero, a
single malt rye whiskey. But to be honest, it's not
(03:48):
exactly as straightforward as simplifying the beer recipes that brewer
have utilized for some time. At Trillium, the beer recipes
stayed distinct from the whisky mashes for the most part,
highlighting that whiskies generally utilize primarily un malted grains. However,
these breweries also create more than just whisky. Anchor would
(04:09):
later gain greater recognition for its Junipero gin, which is
often considered the first craft gin in America. In New York,
Finback Brewing runs an exceptionally popular gin line known as Halftone,
with some varieties featuring hops similar to what they use
in their beers. Since they started distilling in twenty seventeen,
(04:31):
three Floyds has created spirits like Bubblegumhead, which pays homage
to the metal inspired beers that brought the Indiana brewery
acclaim some ten years ago, and Trillium. Getting back to Trillium,
they provide a selection that includes gin, vodka, rum, different
types of vermouth, along with orange liqueur. Creating each unique
(04:53):
spirit involves a distinct discipline that's more extensive than the
various types of beer, which I find demanding, Tatro explained. However,
his motivations extend beyond merely seeking a challenge. According to
Massachusetts regulations, he would have to create all the components
used in making the cocktails if you wish to serve
(05:16):
them in his tasting room. Transforming the second floor of
its four point tap room and a restaurant into the
head room, hi Phi Cocktail Lounge has unintentionally become a
clever strategy for drawing in customers for Trillium. That area
has successfully attracted former fans of Trillium who have matured
(05:39):
and shifted their tastes away from beer, enticing late night diners,
while also appealing to a younger generation that has no
inclination towards beer, and to be honest, had not ever
even heard of Trillium when it was just a brewery.
I don't have any ego connected to this in any way,
Tatro said. I can't help but smile when new people
(06:03):
come into the space, look around at this belief and exclaim, Wow,
I had no idea this brewery existed here. And now
here's more Beverage Chronicles.
Speaker 2 (06:23):
I'm Vince Douglas for Beverage Chronicles Today. I want to
tell you about Founders KBS, originally called Kentucky Breakfast Stout.
This beer stands out as one of the most legendary
bourbon barrel aged stouts in the craft beer scene. Its
story began in the early two thousands at Founders Brewings
tap room and Grand Rappers Michigan, where employee Tom Griffin
(06:44):
provided bourbon barrels that inspired head brewer Nate Walser and
future brewmaster Jeremy Cosmickey to try aging their already popular
breakfast stout. The outcome was a rich and complex imperial
stout made with coffee and chocolate aged for up to
a year in bourbon. Be Co founder gave Enbers played
a key role in bringing this idea to fruition, reminiscing
(07:06):
about his early days of adding coffee beans to pints
for intrigued customers. First launched in two thousand and three,
KBS quickly gained a devoted following, resulting in ticketed releases
in the establishment of KBS week in Grand Rapids. As
popularity surged, the beer revolved from limited seasonal releases to
(07:28):
a year round offering in twenty twenty. Today, KBS features
several variants, including double oaked, blueberry and Espresso. Renowned for
its bold notes of vanilla, oak, caramel, and roasted coffee,
KBS has helped cement Founder's reputation as one of America's
(07:50):
most esteemed craft breweries and continues to exemplify barrel aged
excellence in brewers.
Speaker 3 (08:07):
What is up, everybody? Rachel here aka Brews with Beer Kowski,
and I am here to talk to you today about
some beer history. I'm a certified cicerone and I am
a historian, and today we're going to be talking about
summertime beer traditions. So let's get nerdy. Summer and beer.
(08:29):
It is a perfect pairing that's been celebrated across the
globe for centuries. But have you ever wondered why certain
beer styles are so closely tied to the warmer months. Today,
let's take a journey through the history of summertime beer
traditions and the styles that make summer sipping so special.
(08:49):
Let's start in Germany, home to Pilsner's and Hellas Laggers.
Pilsner's were first brewed in eighteen forty two in the
city of Pilsen in Bohe which is now part of
the Czech Republic. Their pale color, crisp taste, and clean
finish made them an instant favorite. Later Bavarian brewers introduced hellslaggers,
(09:12):
offering a maultier slightly sweeter alternative. These beers became summertime
staples thanks to their light body and refreshing carbonation, perfect
for enjoying outdoors in Germany's famous beer gardens. In Belgium,
summer is the season for a seysan or a farmhouse ale.
(09:35):
Originating in Wallonia, the French speaking part of the country,
seesons were brewed in the cooler months and stored for
summer harvest. They were made to hydrate and refreshed farm workers,
offering a dry, effervescent, and often fruity or spicy flavor.
Even today, that lively complex character makes a saison a
(09:57):
go to for summer picnics and outdoor dining. Over in England,
summertime means golden ales and mild bitters. Golden ales, introduced
in the nineteen eighties, are light in citrusy, crafted to
appeal to lagger drinkers. Mild bitters, on the other hand,
have been around since the seventeenth century. Both styles are
(10:19):
low in alcohol and easy drinking, making them ideal for
a relaxing afternoon in the garden or a picnic in
the countryside. Here in the US, Our summer beer traditions
owe a lot to German immigrants who brought over lagger
brewing techniques. In the nineteenth century, post Prohibition, lighter laggers
(10:40):
became the hallmark of summertime barbecues and ballgames. More recently,
craft brewers have embraced styles like wheat beers often infrused
with citrus or fruit, and session IPAs, which deliver big,
hot flavors and a lower alcohol content. So why are
these styles the champions of summer. Historically they were brewed
(11:01):
with the seasoned mind, using ingredients and techniques that suited
warmer weather. But it's also about refreshment. Light bodied, effervescent
beers are perfect for hot days, and they pair beautifully
with the foods and activities we love in summer, from
grilling to hiking to lounging by the pool side. So
(11:21):
whether you're enjoying a Chris Pilsner, a fruity Ceyson, or
a zesty session ipa, you're participating in a tradition that
connects to centuries of brewing history. So as you raise
your glass this summer, remember the stories behind the sip
and be sure to savor the season.
Speaker 4 (11:49):
Welcome back to bever chronicles where we pour the stories
behind the spirits. I'm Michelle Lamb and today we're diving
into something close to my heart, public relation trends that
are reshaping the beverage world in twenty twenty five. Whether
you're a small batch distiller, a family owned winery, or
a global spirits brand, understanding how to tell your story
(12:13):
is just as important as crafting what's inside the bottle.
So let's pop the cork on the top PR trends
you need to know, and I'll be breaking down three
key components and takeaways of course for each one, so
you can apply them right away to your own brand strategy.
(12:36):
Earned media meets paid collaborations. You're asking why, well, Number
one PR now blends editorial outreach with sponsored opportunities. There's
no right or wrong. Just do what is best for
your brand, and it also depends on where you are
in terms of your business and branding strategy for the
(13:00):
year and budget. Remember budget is also extremely important when
you do any sort of PR build out now second
budget for pay to play. You hear that all the time,
all these placements on blogs, social media or any social
digital platform and lifestyle outlets. Sometimes you have to pay
(13:24):
a little fee or even big big fees to get
some placements and it's okay. Now. The third one, transparency
and smart targeting are key. Don't overpay for low return hits,
so do your due diligence and research research, research. Well,
(13:45):
that's a wrapout for today's Beverage Chronicles spotlight on one
of the top per trends helping beverage brands build buzz
and loyalty. Whether your startup's distillery or an established label
looking to stay relevant, embracing this trend can set you
upon in a saturated market. If you like your support
from me, just visit my website at www dot Brooklynnemedia
(14:07):
dot com or reach out directly at Michelle at Brooklynnightmemedia
dot com and Instagram Follow us at mL Brooklynnight Media
for the behind the scenes insights, event highlights, and pr
tips that will keep your brand top of mind. I'm
Michelle Lamb. Thank you for tuning in and as always,
keep pouring with purpose and leading with story.
Speaker 1 (14:29):
So you heard a review of Founders KBS. Then we
went to our beer historian Rachel Benkowski, Bruce with Beerkowski,
and we finished with Michelle Lamb from Brooklyn Night Media,
Gary Monroso saying thanks for joining us and we will
be back next week with another episode of Beverage Chronicles.
(14:53):
Have a good one.
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