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“We are pleased to experience emotions in the process of collaboration”: an interview with Rewort Brewery

The Russian brewery Rewort is well known and represented in Belarus. This popularity is connected, among other things, with collaborations to which the team from Sergiev Posad has a special relationship. The brews with the Rewort brewery were already held by the guys from Jungle Brewery, Midnight Project, Valaduta and Carousel Brewery. Some of them were of a one-time nature, some were continued. Journalist Pivo.by met with the founder of the brewery, Roman Guschin, on the eve of the MCBF and discussed the complexities of the sphere, collaboration and love for Minsk.

Interview with Rewort Brewery
– Roma, hello! Good to see you again in Minsk. Ready for the festival?

– Hi! I’m glad to be here too. This time, it seems to me, we are better prepared for the event. This also applies to the varieties brought with them and, in general, timings and arrangement of the stand. We had a case when we were late for the festival in St. Petersburg and arrived two hours after the start. It was fun, but we no longer want to repeat such an experience. That is why we foresaw everything and planned in advance the delivery of beer and our arrival. Separately, it is worth noting the varieties that we will present. Many new products for the first time will fall into the glasses to visitors.

– This is your third time participating in the MCBF. Do you like the festival?

– Oh sure. My team and I really like the city and the people who live here. We have many friends and acquaintances in Belarus and we are always happy to see them. As for the festival, we are still shocked by the number of ratings that we receive in the process. Many people come up and share their opinions. In general, the public is well-versed in the matter and quite loyal. Unlike the Russian Untappd segment, it seems to me that in Belarus it is more significant and can affect perception and partially on sales.

– Do you have the feeling that in Russia sometimes they are quite biased towards certain breweries? What is the situation inside the market now?

– We have a kind of division into coalitions. Now generally there is a migration within the industry, many brewers leave to work in other companies. You can also note the active work of several breweries to enter European markets. This includes not only sales, but also participation in various festivals, crane grabs, etc. But in general, I noticed that now is the time for opportunity. You can skyrocket into all kinds of tops, but you can also easily lose a consumer by taking a few unfortunate steps.

“I know that you are organizing your festival.” In your opinion, are festivals important for the brewery, or is it possible without them?

– If you want to work at a high level, then you simply must exhibit at festivals. Next is the question of the level and quality of these festivals. You need to be able to competently approach their choice and calculate your strength. It definitely makes no sense to participate everywhere. This is quite costly and does not always carry practical value. For example, we are now in a kind of redistribution of the market, as festival organizers try new markets and enter new territories. We organize our own festival (SVOI Fest – approx. Ed.) And position it as a “home” one. For example, this year we had a kind of record: more than two thousand people visited us in two days, which is very good for a city like Sergiev Posad. We will continue to develop and hope that it will become better every year.

– A festival, a brewery, import of ingredients, beer distribution, our own network of bars – this is not a complete list of what you and your team have been doing for several years. How did you come to this, because, as far as I know, brewing and everything connected with it is far from your main business?

– Here you need to start a little from afar. My main business, thanks to which it became possible to develop new directions for me, is not related to beer. This is insurance. I have been doing this for more than 10 years and thanks to profits from this business I can afford to try new areas for myself. A few years ago, the crisis and competition in this market squeezed us a little, and we stopped growing at the same pace. That period of the company’s life prompted me to look for other ways for development. So I decided to invest in brewing, bars and distribution. It is such a scheme of work (with a reliable financial cushion behind) that allows us to feel comfortable in the current conditions and other market fluctuations. At the same time, we understand that many young breweries cannot immediately bring their product to a high level, build logistics, sales and other aspects of this difficult business. That is why we are open to communication and try to help beginner breweries not only in word but in deed.

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