This week on Beer is a Conversation, Matt catches up with Jim O’Connor, one of the founders of Queensland-based Fortitude Brewing Company.

It’s been quite a journey for Fortitude in the five years since they launched their Mount Tamborine-based brewery. Five years is a long time in the craft brewing world, and this is a a frank discussion about all he has learned in that time.

One of the relatively early arrivals in an industry that has seen a recent flood of new breweries, Fortitude is about to launch a major brand refresh and Jim shares how their experience has feed into the new look and range. We discuss marketing and branding and how Fortitude has had to deal with being mistaken for a Fortitude Valley brewery; popular beer styles and how Jim feels they came to lose their way in a branding sense as they pursued individually successful beers; and also how the brewing industry is very different to other businesses Jim has run.

It’s a fascinating and insightful chat about beer and the business of making it and what you learn along the way.

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