Edwin Collazo is a natural born salesperson. Yes, he’s a brewer and brewery owner, but the bridge in City Built Brewing (https://citybuiltbrewing.com)’s logo isn’t just a graphic element—connecting customers with beer they love is the entire point of this Grand Rapids, Michigan brewery.
But the focus of the brewery has changed over the years, and COVID presented the crisis that precipitated the brewery rethinking their approach to beer. Now, they’ve embraced progressive styles, from hazy IPA to pastry stout and fruited quick sour beer, and have recently ramped up lager production to feed a growing interest in the taproom. Nothing is off limits, and City Built is watching and listening as their own customers tell them what they want the brewery to be.
In this episode, Collazo recounts the challenges the brewery has encountered along the way, and the ways they’ve addressed them, from an intellectual property issue with hip hop group Run the Jewels through helping staff better explain and sell beer to taproom customers. Building the right team, and managing change in a way that doesn’t create chaos, has presented its challenges, but Collazo is here for this evolution of the beer program and the business itself.
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