Thirsty Business Podcast

Jennifer Hauke
  • 5.0 (8)
  • Entrepreneurship

Thirsty Business: The People Behind the Tap Hosted by Jennifer Hauke and Phil Thomas, Thirsty Business is an interview podcast dedicated to the people who make the beer industry work. From the brewhouse to the bar, from strategy to service, each episode explores the decisions, experiences, and craftsmanship that ultimately show up in the glass. This isn’t a podcast about products; it’s about people, the choices they make, and how those choices are executed in the real world. Because while every pint has a story, the individuals behind it rarely get the spotlight. Thirsty Business exists to uncover those stories, share hard-earned lessons from across the industry, and give a voice to the people quietly raising its standards every day. If you work in beer and care about where it’s going, this podcast is for you: real conversations with the leaders, builders, and problem-solvers shaping the industry, one story at a time.

  1. Oct 21

    45 Years Inside Beer: The Sales Lessons That Built Billion-Dollar Brands

    For over 45 years, Mark Bivenour has helped shape the American beer industry, from selling beer on the campus of Ohio State University, to leading sales at one of the country's largest Anheuser-Busch distributors, running breweries, and today helping suppliers and distributors grow through Bump Williams Consulting. In this episode of Thirsty Business, Jen Hauke sits down with Mark Bivenour to explore how beer distribution has evolved, from the Budweiser era and the craft beer explosion to today's crowded marketplace of RTDs, THC beverages, and changing consumer behavior. Together they discuss why relationship selling still outperforms transactional selling, what today's breweries misunderstand about distributors, how quality became the industry's competitive advantage, and why the future of beer may actually look a lot like its past. Along the way, Mark shares unforgettable stories from working alongside August Busch, building brands before social media existed, surviving one of beer's biggest industry transformations, and teaching the next generation of beverage professionals how to sell with purpose. Whether you're a brewer, distributor, supplier, retailer, taproom owner, or simply fascinated by how great brands are built, this conversation offers timeless lessons that reach far beyond beer. ⭐ Sponsored by: 🍺Draftline Technologies Learn more: https://www.draftlinetechnologies.com 🍺Micro Matic Learn more: https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🎙Featured Guests: Mark Bivenour: https://www.linkedin.com/in/markbivenour/ 🔔 Enjoying Thirsty Business? Subscribe for conversations with the innovators, brewers, scientists, and operators shaping the future of beer, hospitality, and the draft beverage industry. #BeerBusiness #BeerIndustry #BeerDistribution #CraftBeer #DraftBeer #Hospitality #RestaurantBusiness #BeverageIndustry #BusinessPodcast #SalesLeadership #BeerPodcast #BumpWilliams #AnheuserBusch #Brewery #ThirstyBusiness

  2. Oct 7

    600 Barrels in 2 Weeks: The World Cup Beer Surge

    The 2026 FIFA World Cup brought more than world-class football to Boston, it delivered one of the biggest hospitality and beverage challenges the city has ever faced. In this episode of The Thirsty Business Podcast, Host Jen Hauke sits down with Kristen Burke of Burke Distributing Corporation, a family-owned beer and beverage distributor serving the Greater Boston market, and Jason Waddleton, owner of The Haven, Boston's award-winning Scottish restaurant and official home of Scotland's Tartan Army supporters, to share what it took to prepare for an unforgettable global event. From distributor logistics and draft beer planning to staffing, customer experience, and serving tens of thousands of passionate football supporters, Kristen and Jason offer a rare look at how suppliers and retailers work together when demand reaches unprecedented levels. But this conversation goes beyond beer. It's about leadership under pressure, building a culture your team is proud to be part of, creating memorable guest experiences, and why genuine hospitality became Boston's biggest win during the World Cup. Along the way, you'll hear stories about the legendary Tartan Army, behind-the-scenes operational challenges, independent neighborhood businesses, and why one extraordinary week permanently changed how Jason operates The Haven. Whether you own a brewery, bar, restaurant, distributorship, or simply enjoy hearing how great businesses perform under pressure, this episode is packed with practical lessons, memorable stories, and a reminder that hospitality is ultimately about bringing people together. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🎙Featured Guests: Jason Waddleton: https://www.linkedin.com/in/waddleton/ Kristen Burke: https://www.linkedin.com/in/kristen-burke-6433b8341 #ThirstyBusinessPodcast #FIFAWorldCup #WorldCup2026 #Boston #TheHavenBoston #HospitalityIndustry #RestaurantOwner #BeerIndustry #DraftBeer #CustomerExperience

  3. Sep 16

    The Beer Industry Is Reading the Data Wrong | What the Numbers Really Say About Draft Beer

    Everyone says beer is declining, but what if they're looking at the wrong numbers? In this episode of Thirsty Business, Jen Hauke and Phil Thomas sit down with Lester Jones, Chief Economist at the National Beer & Beverage Wholesalers Association (NBWA), to challenge some of the biggest assumptions shaping today's beer industry. From why draft beer continues to outperform expectations to why Gen Z isn't the industry's biggest problem, Lester explains why context matters far more than headlines. The conversation dives into retailer spending, on-premise growth, consumer behavior, demographic shifts, and why the industry's future belongs to those who create memorable occasions, not just sell cases. Along the way, they explore innovation, brand building, economic cycles, marketing myths, and why some of today's biggest beer brands continue to thrive while others struggle. If you're a brewer, wholesaler, supplier, distributor, retailer, or simply fascinated by how economics shapes the beverage industry, this episode delivers practical insights that challenge conventional wisdom. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 Enjoying Thirsty Business? Subscribe for conversations with the innovators, brewers, scientists, and operators shaping the future of beer, hospitality, and the draft beverage industry. #Beer #DraftBeer #BeerCulture #BeerPodcast #CraftBee #BeerHistory #Brewing #BeerTasting #Hops #BeerIndustry #BritishBeer #BeerLovers #BeerEducation #PubCulture #BeerQuality #ThirstyBusiness

  4. Sep 2

    He Knew Nothing About Beer… Then He Changed Beer Culture in Britain

    What if everything you thought you knew about beer was wrong? Rupert Ponsonby started his beer journey knowing almost nothing about beer. Using his background in wine, he asked a simple question: why couldn't beer have the same level of connoisseurship, storytelling and premium experience as wine? That question led to innovative beer programs, the Beautiful Beer campaign, the Beer Academy, and curated beer lists at some of Britain's top restaurants. In this episode of Thirsty Business, Jen Hauke sits down with Rupert Ponsonby to explore the art, science and culture behind great beer, from beer aging and hops to draft quality, sensory science and beer presentation. They also discuss beer and food pairing, Rupert's work with Professor Charles Spence, the surprising relationship between pain and pleasure, the history of British beer, and the future of non-alcoholic beer. And yes, they talk about a vintage beer worth more than $2,000. If you're interested in draft beer, beer quality, brewing, hops, beer history, sensory science, hospitality and beer culture, this episode is for you. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 Enjoying Thirsty Business? Subscribe for conversations with the innovators, brewers, scientists, and operators shaping the future of beer, hospitality, and the draft beverage industry. #Beer #DraftBeer #BeerCulture #BeerPodcast #CraftBee #BeerHistory #Brewing #BeerTasting #Hops #BeerIndustry #BritishBeer #BeerLovers #BeerEducation #PubCulture #BeerQuality #ThirstyBusiness

  5. Aug 19

    What Makes Beer Taste Better? | Professor Charles Spence Explains the Science of Flavor

    Why does the same beer taste incredible in one place and completely different somewhere else? Professor Charles Spence has spent decades answering that exact question. As one of the world's leading researchers in sensory psychology, his work has influenced chefs, breweries, restaurants and hospitality brands around the world. Together with Jennifer Hauke, they explore why our brains experience beer long before we ever take the first sip. From iconic English pubs and Guinness' multisensory design philosophy to music pairing, glassware, aroma, expectation and hospitality psychology, this conversation reveals how every detail shapes the guest experience. Whether you own a brewery, manage a bar, work in hospitality or simply appreciate great beer, you'll never look at a pint the same way again. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 00:00 Meet Professor Charles Spence 03:18 Why beer tastes different before you even drink it 07:42 Expectations, memory and the psychology of freshness 13:11 Aroma, foam and why smell shortcuts the brain 19:27 Garlic, sensory illusions and tasting beyond the mouth 27:03 What makes English pubs feel so special 3 6:02 Why pub design encourages conversation 42:46 Guinness and the intentional design of hospitality 48:30 Glass shape, labels and why packaging changes flavor 57:15 Music, sound and the science of tasting beer 1:08:50 Nature, curiosity and the future of hospitality Professor Charles Spence reminds us that people don't just remember what they drank, they remember how it made them feel. 🔔 If you enjoyed this episode, subscribe to Thirsty Business for more conversations about beer, hospitality, and the people creating unforgettable guest experiences. And let us know in the comments: What's the most memorable beer experience you've ever had and what made it unforgettable? #Beer #CraftBeer #BeerCulture #PubCulture #Hospitality #GuestExperience #SensoryScience #Flavor #BeverageIndustry #ThirstyBusiness

  6. Aug 5

    The Science Behind Every Great Pint (And Why Most People Never See It)

    Most people assume if a brewery makes great beer, that's exactly what ends up in the customer's glass. The truth is far more complicated. In this episode of Thirsty Business, Jennifer Hauke and Phil Thomas sit down with Dr. Sean D Moore, molecular microbiologist and professor at the University of Central Florida College of Medicine, to uncover what actually happens inside draft beer systems after the beer leaves the brewery. After spending four years researching microbial communities inside commercial draft systems, Dr. Sean explains why every beer line develops its own unique ecosystem, how biofilms form, why bacteria adapt over time, and what happens when cleaning isn't done correctly. Together, they dive into the science behind draft beer quality, why sodium hydroxide remains the industry standard, how microbial populations evolve, and why proper draft maintenance isn't simply about cleanliness, it's about protecting flavor, protecting brands, and ultimately selling more beer. Whether you're a brewer, wholesaler, draft technician, bar owner, or simply someone who appreciates a perfect pint, this episode offers a fascinating look into the hidden science happening inside every draft system. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 If you enjoyed this conversation, subscribe to Thirsty Business for more conversations with the people shaping the beverage industry, from brewers and scientists to operators, technicians, and business leaders. If this episode taught you something new, share it with someone who cares about serving a better pint. #ThirstyBusinessPodcast #DraftBeer #BeerQuality #CraftBeer #Microbiology #BeerScience #BeerIndustry #Brewery #BeerLines

  7. Jul 29

    Protecting the Brewer's Art: Why Great Beer Is About More Than Brewing

    What does it take to protect one of the most respected beer brands in the world? In this episode of Thirsty Business, Jen Hauke sits down with Brian Grossman, Chief Brewer at Sierra Nevada Brewing Co., for a conversation that goes far beyond brewing. Brian reflects on growing up in a family brewery, starting his first brewery job at just fifteen years old, scrubbing fermenters with two buckets and how those early lessons in cleanliness shaped his philosophy about quality, craftsmanship, and attention to detail. Together, they explore the evolution of Sierra Nevada, the creation of the iconic Mills River, North Carolina brewery, and why every detail matters from selecting ingredients inside the brewhouse to maintaining draft systems in bars and restaurants. One of the episode's strongest messages is that a brewer's work doesn't end when the beer leaves the brewery. Every pint represents years of experience, thousands of decisions, and countless hours of work, and all of that can be lost if draft systems aren't properly maintained. Brian explains why clean draft lines are not simply a maintenance task, they are essential to protecting the brewer's intent and ensuring every customer experiences the beer exactly as it was designed. Whether you're a brewer, distributor, draft technician, retailer, or simply someone who appreciates great beer, this episode offers a fascinating look behind the scenes of one of the industry's most respected breweries. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ 🔔 If you enjoyed this episode, subscribe to Thirsty Business Podcast for more conversations with the people shaping the future of beverage, brewing, hospitality, and business. And if this episode changed the way you think about beer, share it with someone who still thinks it’s “just beer.” #SierraNevada #CraftBeer #Brewing #BeerQuality #DraftBeer #BeerIndustry #CraftBrewing #BeerPodcast #ThirstyBusinessPodcast #BrewersAssociation #DraftLine #BeerEducation

  8. Jul 15

    From Brewery to Glass: The Hidden World of Draft Beer Quality

    Every brewer obsesses over making great beer. But what happens after it leaves the brewery? In this episode, Jen Hauke and Phil Thomas sit down with Matt Meadows, Director of Field Quality at New Belgium Brewing, co-author of the Brewers Association Draft Beer Manual, and one of the industry's leading authorities on draft beer quality. Matt has spent his career solving a problem most beer drinkers never think about: making sure the beer they receive tastes exactly the way the brewer intended. The conversation explores why draft quality isn't just about cleaning beer lines it's about building systems, creating accountability, educating partners, and protecting every pint served. Matt explains why beer quality is everyone's responsibility, from the brewery to the wholesaler to the retailer, and why prevention will always outperform reaction. They also discuss the evolution of draft quality programs, the importance of data-driven decision making, and why field quality teams should focus on coaching rather than catching people doing something wrong. One of the most fascinating parts of the episode dives into Japanese beer pouring techniques. Matt shares how these traditional methods transform the drinking experience by changing foam structure, aroma, mouthfeel, and presentation—showing that even something as simple as the way a beer is poured can dramatically elevate hospitality. Whether you're a brewer, distributor, bar owner, draft technician, or simply someone who appreciates a perfectly poured pint, this episode is packed with practical insights from one of the most respected voices in the industry. ⭐ Sponsored by: 🍺Draftline Technologies https://www.draftlinetechnologies.com 🍺Micro Matic https://www.micromatic.com Connect and Follow Thirsty Business Podcast across platforms: 👉Instagram: https://www.instagram.com/thirstybusinesspodcast/ 👉LinkedIn: https://www.linkedin.com/company/thirsty-business-podcast/about/ 👉TikTok: https://www.tiktok.com/@thirstybusinesspodcast 👉Reddit: https://www.reddit.com/user/ThirstyBusinessPod/ 👉YouTube: https://www.youtube.com/@ThirstyBusinessPodcast 🌐Visit our website: https://www.thirstybusinesspodcast.com/ Connect with our guest, Matt Meadows: 👉LinkedIn: https://www.linkedin.com/in/mattmeadows/ If this episode gave you a new appreciation for everything that goes into delivering the perfect pint, share it with a brewer, distributor, bartender, or beer lover who's committed to raising the standard. #Beer #DraftBeer #CraftBeer #NewBelgium #BeerQuality #Hospitality #Brewing #DraftSystems #BeerEducation #CraftBrewing

See All (15)

5
out of 5
8 Ratings

About

Thirsty Business: The People Behind the Tap Hosted by Jennifer Hauke and Phil Thomas, Thirsty Business is an interview podcast dedicated to the people who make the beer industry work. From the brewhouse to the bar, from strategy to service, each episode explores the decisions, experiences, and craftsmanship that ultimately show up in the glass. This isn’t a podcast about products; it’s about people, the choices they make, and how those choices are executed in the real world. Because while every pint has a story, the individuals behind it rarely get the spotlight. Thirsty Business exists to uncover those stories, share hard-earned lessons from across the industry, and give a voice to the people quietly raising its standards every day. If you work in beer and care about where it’s going, this podcast is for you: real conversations with the leaders, builders, and problem-solvers shaping the industry, one story at a time.

Information

  • Creator
    Jennifer Hauke
  • Years Active
    2026
  • Episodes
    15
  • Rating
    Explicit
  • Copyright
    © Jennifer Hauke 2026
  • Show Website
    Thirsty Business Podcast

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