Washington Brewers Guild with Daniel Olson and Shawna Cormier
Episode Overview
In this episode of the Get Hoptimized Podcast, our host Chris speaks with the Guild leaders in Daniel Olsen and Shawna Cormier about advocacy, collaboration, and what it takes to support independent breweries in a maturing beer market.
If this conversation sparked your curiosity about craft beer in Washington, Visit the Washington Brewers Guild website washingtonbrewersguild.org to enlist your support for the guild.
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How the Washington Brewers Guild Is Supporting Craft Breweries Through a Changing Beer Industry
The craft beer industry in Washington State is a fascinating blend of agricultural bounty, passionate people, and the persistent challenge of a maturing market. In a recent podcast episode, Washington Brewers Guild Executive Director Daniel Olsen and Director of Membership and Events Shawna Cormier offered an insightful look into the state of brewing, the role of the Guild, and strategies for growth.
Washington: A True Beer Country
Washington's reputation as "beer country" is well-earned. The state boasts an incredible agricultural backbone, most notably the Yakima Valley, which produces approximately 70% of the world’s hops. This close proximity to raw ingredients, along with excellent water quality and a community of talented maltsters, creates a special environment for brewers.
The harvest season, particularly the "wet hop" or "fresh hop" period, is a truly magical time. Brewers are able to drive just a few hours from cities like Seattle to the farms, load up on freshly picked hops, and quickly incorporate them into their brews, a proximity that few other regions can match.
Navigating the Headwinds of a Mature Market
The current business climate presents a series of challenges that Daniel Olsen describes as "death by a thousand cuts." Brewers are facing:
Rising Costs: Increased ingredients costs and a significant tax increase on businesses in Washington.
High Labor Costs: Seattle, in particular, has a high minimum wage (around $25 an hour), adding to the operational expense of running a taproom.
Marketplace Adjustment: Shawna Cormier notes the industry is "maturing." The post-boom adjustment means that while craft beer isn't "dead," businesses must adapt to consumers who are consuming a wider variety of alcoholic beverages.
The Path to Growth: Taprooms, Hospitality, and Storytelling
For Washington brewers to not just survive but grow, Daniel and Shawna highlighted several key trends focused on enhancing the customer experience and maximizing margins:
Prioritize the Taproom: Daniel Olsen emphasized that "the margins are in the taprooms." Getting people into the facility is the highest-margin way to sell beer.
Expansion and Diversification: Trends include opening second or third locations, adding non-beer options like cider, wine, or spirits, and enhancing the offering with food.
Intentional Hospitality: Brewers must be "more consciously look" at their taproom experience. This includes creating welcoming spaces, focusing on employee retention through competitive pay, and ensuring a high level of customer service.
Storytelling: Connecting with consumers is vital. Breweries that successfully communicate their mission and brand story—through their social media, presentation, and the overall vibe of their space—build deeper loyalty.
The Critical Role of the Washington Brewers Guild
The Guild, founded in 1999, plays a vital role in supporting the state's independent craft breweries. Following the dormancy of the Washington Beer Commission in 2020, the Guild expanded its focus beyond legislative advocacy to include marketing and promotion.
Key Guild activities include:
Advocacy: Lobbying in Olympia to protect the interests of craft brewers.
Events: Hosting the Washington Brewers Fest (June) and the Winter Beerfest (December) to promote local beer and engage consumers.
Engagement: The Guild actively "hits the road" to meet brewers in all seven distinct regions of the state to listen to their needs. They also promote member-led committees (like the Festival and Events committee) to foster a sense of ownership and community engagement.
Connect with the Washington Brewers Guild
The Washington Brewers Guild is actively working to support, promote, and advocate for the state's incredible independent craft brewing community.
To learn more about membership, sponsorship, or how you can support their mission, you can reach out to the team directly via their website washingtonbrewersguild.org.
Discover more about the 2026 WA Guild Collab Beer and its official release date here
The Washington Brewers Festival is happening this June, get all info here
