‘Haaaaaave you met’, shines a spotlight on the brewery owners, the brewers, venue managers, the beer pourers, the sales representatives, bottle shop workers and the beer drinkers of the SA craft beer industry. We will discover their inner secrets, find out what gets them out of bed in the morning and we might even unravel some exclusive news along the way. The hard questions have been asked, so you don’t have to. Enjoy!
Meet Marc Huber, the Swiss born beer sales guru from Mismatch Brewing Company. He also is a part of the team that brings us the Adelaide Beer and BBQ Festival. Marc is extremely passionate about beer and in particular contracting taps off to the big guys. Take a look at his answers below and delve deeper into mind of Marc Huber.
Q1. Who are you and how are you involved in the SA beer industry?
My name is Marc Huber, I’m the beer pusher behind Mismatch Brewing Co and also part of the Adelaide Beer and BBQ team. Before that, I worked for Coopers in sales, I also did digital marketing work previously and even longer before that I worked in Hospitality.
Q2. What are some of the great moments you have had whilst being involved in this industry?
Well hospitality was a blast, let’s just say it was my gateway into the booze industry. But my greatest moments were when we formed Mismatch. What guy doesn’t want to start a brewing company with his mates. I also have to mention ABBF (Adelaide Beer and BBQ Festival). Going from an idea, to reality in a short 6-month period and actually pulling it off was amazing. Couldn’t have done it without my two partners, Aaron and Gareth.
Q3. Predicting the future, what trends are coming in the near future for beer in Australia?
Pretty standard response, continued growth in craft but with it heading into mainstream is still a little way off (especially outside city and metro). Obviously starting to see more craft pop into venues that once were aligned to a single or two large breweries. These venues now have a couple taps to play with which is great. What I’d hope to see is that pubs start reducing their taps dedicated to the big guys further. We’re already seeing this in most capital cities. We’re seeing a change in trader’s approach to taps and how to manage these. Realistically, why lock yourself and your 4 taps for the next few years if you’re a small bar for the sake of $5-6K, when you can have products that you want on, that attract the customers you want to get to into your venue and you can change these products whenever you want. Today, it’s all about being flexible and responsive to what your customers want. Consumers now have a choice and want to try something different, so why not give it to them.
As far as products, sours and barrel aged beers seem to be the growing category, but I think this is only for the beer nuts really. More collaborations between other booze categories will continue to grow, ie. barrels from a wine or spirit company, ingredients from a local producer (chocolate etc). It’s all about finding like-minded brands whether that be passions outside the booze industry or finding partners that have the same ethos as you, ie local provenance, quality, etc.
Q4. What is your favourite beer style and how did this come to be?
How could I pick one? It would be easier for me to tell you what I don’t like. I am partial to a good sour. I would have to say it depends on my mood and time of year; so many great beers out there now.
Q5. Where is one place that you would love to see good beer served?
I think we’re pretty lucky in this state that we have Coopers. When I see what others states get at their sporting venues or events, I consider that we have it pretty good. Saying that, it would be great if sporting and music venues as well as event spaces at least started acting a bit more like venues, by having a couple taps and fridge lines dedicated to smaller independents. Laneway Festival is a great example of a festival that was able to come to an arrangement with a larger brewery and still have a ‘real’ craft beer bar. Look at NZ and Garage Project, who are getting poured at Westpac Stadium in Wellington. That’s where the A-League plays, so I guess my dream would be to able to watch my favourite team, Adelaide United playing rivals Melbourne Victory all while drinking a Mismatch Archie’s Red Ale.
Q6. Do you have any exciting news you can share with me? Maybe about future plans, collaborations or anything new?
The multi-brand venture in the Adelaide Hills is pretty exciting but maybe not so new news. Mismatch will be teaming up with the Hills Cider Co and Adelaide Hills Distillery as well as Ashton fresh juices and a local wine company to form a massive collaborative venue. This will not only include cellar doors for each of these brands but will also provide a common space for a brewery and distillery, enough land to plant some orchards and hops and plenty of space for some cool little projects for Mismatch.
Q7. What gets you out of bed in the morning?
My alarm clock…barely. Love my nights where I get a chance to visit venues and sample what they have to offer. Honestly it’s a great industry to be in. Lot’s of camaraderie, such a great community.
Q8. Do you dream about beer? If so, what is your most memorable dream about beer?
It’s usually the nightmare of the next morning, when ‘today Huber’ hates ‘yesterday Huber.’
Q9. What is your favourite season for beer drinking? Why?
Anytime really but I would have to say winter is better. You don’t tend to see darker beers in summer whereas summer beers are still usually around in winter. Saying that, an eski by the river/beach with your mates isn’t too bad either.
Q10. If you could choose any profession, what would it be? Why?
Already doing a couple things that I’ve always wanted to do but I’m always wanting something more. A venue would be on the cards. Would also love to start making condiments, hot sauce, mustard etc. Figure all those pretty well fit within the industry I’m in now.
The multi-brand venture sounds like it will be a lot of fun, pleasing all types of drinkers at the one venue. Thanks Marc for sharing your thoughts on the craft beer industry. Next week we will have the final member of the ABBF and part owner of Jack Ruby, Aaron Sandow.