Brew Your Business:

The Ultimate Craft Beer Playbook

A book by Karen McGrath, Regina Luttrell, M. Todd Luttrell, and Sean McGrath

What This Book Has to Offer

Brew Your Business: The Ultimate Craft Beer Playbook incorporates cultural, legal, business, public relations, management, science, networking, and brewing experience into one easily accessible book for everyone wanting to know more about craft beer brewing, tasting, and selling.

History & Culture

Find out about the rich history of beer and brewing and the blossoming culture of craft beer. Did you know that American literature has influenced beer over time?

Science of Brewing

What’s the science behind a good brew? What do I need to know the ingredients? What do I need to buy? We like giving good advice. Discover this and much more.

Business of Brewing

Learn about how to get your brew business approved and how to go about marketing your new thirst quenching product. We also touch on things you need to know about managing a business!

The Next Step

You've got recipes, ingredients, and all the equipment necessary for making batches of beer. So now, what's next? We tell you how to take it to the next step by giving you tips like where to network with other brewers and more.

About the Authors

Karen McGrath, Ph.D.

Karen McGrath, Ph.D. (a.k.a., Smith) has been researching, writing, and teaching for over 30 years, and has just recently co-authored a book with Regina Luttrell for Rowman & Littlefield entitled, The Millennial Mindset: Unraveling Fact from Fiction (2016). While her interests have been largely academic and popular culture related, she has developed a strong interest in craft brewing. Karen was introduced to homebrewing through her partner, Sean. She has also developed an interest in the culture and history of craft beer as she continues to develop her palette via visits and tastings at local and regional craft breweries in the Albany, New York area, including western Massachusetts and northern Vermont. In fact, she brewed her first one gallon brew, a German Blonde Ale (a Witte in taste and appearance) with her friend Cailin Brown, in September 2015. While she may be new to the beer culture and industry, she is currently expanding her network of home and craft brewers and anticipates attending the Brewers Association’s “Great American Beer Festival” and other festivals in the near future to learn from brewers and enthusiasts across the nation, while also sampling recipes and planning her own. While not an expert, she is a budding novice who is developing her palette. She is willing to do what it takes to learn more . . . even if that means tasting more beer! Cheers!

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Gina Luttrell, Ph.D.

Prior to entering the educational field, Regina (Gina) Luttrell spent the first portion of her career in corporate public relations and marketing. Her extensive background includes strategic development and implementation of public relations and social media, advertising, marketing and corporate communications. She has led multiple re-branding campaigns, designed numerous web sites, managed high-level crisis situations, and garnered media coverage that included hits with the New York Times, the CBS Evening News, and the Associated Press. Gina is now a university professor teaching Social Media and Public Relations at Syracuse University. A frequent contributor to PR Tactics, PRSA’s award-winning publication for practicing professionals, as well as peer reviewed journals within the public relations arena; Luttrell is a noted speaker where she frequently presents at national and international conferences and business events on topics related to the current social media revolution, the ongoing public relations evolution, and Millennials within the classroom and workplace. She is the (co)author the following books: Social Media: How to Engage, Share, and Connect, The Millennial Mindset: Unraveling Fact from Fiction, Public Relations Campaigns: An Integrated Approach, The Agency Handbook, and Public Relations Ethics.

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M. Todd Luttrell, M.S., M.B.A.

Todd Luttrell, M.S., M.B.A, craft beer enthusiast and the scientist among the authors, is an accomplished scientist and business professional with nearly 20 years of discovery and leadership experience. His 15 years as an Organic Chemist promotes a philosophy of experimentation, which has led to many popular home brews as shared within the community. He leverages a fundamental understanding of the science behind brewing to help unlock many of the hidden elements within the brewing process. Additionally, his many years of management, marketing, and business development experience also lend themselves in the execution of fundamental business strategies and successful business launches. Todd holds an MBA from The College of Saint Rose in Albany, New York, an MS in Chemistry from the State University of New York, as well as a BA in Biochemistry from the University of Colorado. He holds multiple patents and has also written various peer-reviewed articles.

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Sean McGrath

Sean McGrath is a committed homebrewer with over 20 years of experience and many more years of enthusiasm regarding craft brews. He actively attends beer festivals and conferences in the New England region to further his knowledge of current craft brewing techniques and flavors. He currently serves as an assistant brewer on many occasions with Mike Wenzel and Michael T. Young at the Helderberg Mountain Brewing Company. Sean also has an interest in the detailed business and production sides of brewing, has developed a nuanced understanding of the industry, and is deeply committed to furthering and sharing his knowledge with others. Sean also dutifully served his country in the Navy and has been a Service Technician-Senior for two global  corporations for the past 24 years. He looks forward to continued brewing experimentation.

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