Khristopher Johnson, Founding Brewer & Co-Owner, Green Bench Brewing Company, Webb’s City Cellar
In an interview with Invest:, Khristopher Johnson, founding brewer and co-owner of Green Bench Brewing Company, discussed expectations around beer to be sold in packaged formats rather than on draft. He also talked about how the company has helped shape the local food and drink culture in the area, and the challenge in maintaining growth through innovation.
What have been the major highlights and key milestones for Green Bench Brewing over the last year?
While the last year was extremely challenging in many ways, it was also a good year for us. One of the major highlights was becoming a James Beard Award semifinalist. That recognition was not just huge for our team but also for our community as we were the only semifinalist from the Tampa Bay region, which made it even more special. It was a big morale boost for our team and truly exciting.
This recognition came as we celebrated our 11th anniversary, which was a significant milestone. Turning 11 is an interesting place to be. On one hand, you are no longer new as you have been in the market for a while and you are established. But at the same time, it prompts a lot of self-reflection and you start asking yourself, “Are we where we wanted to be? Has that destination changed?”
On the production side, we have continued to grow. Even though we did not gain as many new accounts as we had hoped, we are still growing faster than most breweries in Florida. During our annual business planning meetings with wholesalers, we saw encouraging trends. For some wholesalers, we are the Top 3 or 5 suppliers across their portfolios, which include large national brands.
What are some of the challenges the company is facing?
One major issue is capacity. We are running out of capacity, and while we have been creative in managing this growth, it is a constant struggle. The beer market overall is down, and our segment is not immune. Despite this, we are growing, which is promising but also raises questions. What about our brand, product, or message resonates with people? How do we sustain that?
Environmental challenges are another hurdle. Last year, our region faced two hurricanes, which affected our community and team significantly. Supporting our staff, some of whom lost homes, and dealing with rising costs for groceries, living expenses, everything, has been tough. Ensuring livable wages while our returns grow slower than costs has been a delicate balancing act.
In addition, broader uncertainties have added to the challenges. For example, the Tropicana Field redevelopment project near us now seems uncertain. As a business just two blocks away, this has significant implications, especially in the long run as it raises questions about the next 10 years.
Despite these challenges, we are also focused on growth both for the business and personally. We are exploring new concepts, spaces, and production opportunities while aligning these goals with our contributions to the community.
How has Green Bench Brewing’s contribution to the local community shaped the food and drink culture in the area?
It feels strange to say this, but I believe we have positioned ourselves as leaders in the local scene. We have set an example for quality and redefined expectations in terms of service, product, and brand identity.
When we started, our goal was to set a new standard and challenge the community to accept nothing less than the best. I think we have achieved that. Now, it is not just us; in fact, there is a group of businesses raising the bar. If you do not meet these standards, it is harder to survive, which ultimately benefits the community as it fosters healthy competition and pushes everyone to do better.
Our product’s quality, along with the service and branding, has set the benchmark. As a result, businesses that meet these standards thrive, while those that do not struggle. I am proud of the other businesses around us. The growth and success of the local food and drink culture are collective achievements.
What trends are you seeing within the industry?
Similar to what happened during COVID-19, I believe we will see more beer being sold in packaged formats rather than on draft. This is partially due to recent hurricanes. Many bars may not reinvest the $40,000 needed to replace damaged draft systems and will instead opt for canned beer from breweries.
For those looking to grow their business, I would recommend investing in sustainable packaged products. This shift in the market could present an opportunity for breweries to thrive in a packaged-focused environment.
Given that the craft beer scene has been growing for years, can you share your thoughts on where it stands today and what advice would you give to others in the industry?
Craft beer has indeed grown significantly over the past decade. It is now a mainstream option, which is remarkable as that was unthinkable a decade ago. The challenge now is to maintain that growth and ensure the industry does not become stagnant. As more people enter the space, it is critical to stay innovative, maintain quality, and keep pushing boundaries.
As such, there are both broad and specific strategies for scaling while remaining authentic. Broadly, it is crucial to understand your market and competition. This does not mean copying competitors, but rather identifying what unique value your product offers. For instance, if your competition produces India Pale Ales (IPAs), what makes your IPA stand out? This could involve the quality, consistency, pricing, or even the packaging format of your beer.
Packaging is especially important. Some markets prefer 16-ounce cans, while others lean toward 12-ounce cans. Knowing these preferences can guide decisions on how to present your product. Packaging also communicates your brand’s values. For example, a four-pack of 16-ounce cans might signal a different drinking experience compared to a six-pack of 12-ounce cans.
Another key factor is deciding what you enjoy making. Ultimately, this industry is about balancing your passion with customer demand. While you may not drink certain beers you produce, they still need to meet your quality standards. This requires a willingness to set aside personal preferences for the sake of your customers’ needs. Scaling a brand is about reflecting both market demands and your personal vision.
