We’re excited to introduce you to the always interesting and insightful Robb Watson. We hope you’ll enjoy our conversation with Robb below.
Robb, appreciate you joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
A passionate curiosity for craft beer came from being an avid home brewer for over 20 years serving various beers from my 4 tap bar to my friends and family with positive reviews. My wife Yvonne, is originally from the Netherlands where we travel often and take full advantage of proximity to various well-known breweries.
My other passion is building, riding, and racing anything on 2 wheels. So one year while in The Netherlands, we bicycled with some friends to tour the Brand Brewery and spent hours discussing beer with the Brewmeister. Afterwards, I mentioned to Yvonne how wonderful it was for him to brew beer all day long and to enjoy sharing it with other people, and get paid for it. 7 years ago, as part of the actives for a friends’ wedding in Longmont, CO , we toured 5 local breweries. This was the spark that ignited our own brewery project and the search for a suitable brewery site.
We considered five cities in the Suwanee area before settling on Historic Downtown Duluth. The neighborhood feel, the location on Duluth Town Center and the overall vibrancy of the area was exactly the vibe we were seeking. We purchased the largest original building in Historic Downtown Duluth, a 145-year-old building right on Main Street.
Of course, it needed extensive remodeling, but whatever could be preserved was saved for use in the final product, from the tin ceiling in the tasting room to the original pine timber used to make the tasting room tables.
Next step, equipment, we located a brewhouse in Boca Raton, Florida that was remodeling and selling its all copper brewing equipment. I have always been “mechanically inclined,” so I hired a consultant to help me properly take the equipment apart and transport it to Georgia. This was no small undertaking, as the equipment alone filled four semi-trucks!
We have created a space with the copper serving tanks located in the Tasting Room where the mechanics of the brewery process meets the art of the brew are on display. We have 14 taps serving beers and ciders that are inspired by this theme.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
One of the first questions visitors to 6S Brewing Company ask is “why is the company called ‘6S’? Say it to yourself aloud and you will have your answer!
6S is what enabled us to build the brewery. In a very short time, my team and I are already a “6S” in building a community passionate about enjoying and learning about craft beer. The main room in which customers enjoy the brewery’s creations is intentionally known as a “tasting room” rather than a “tap room.” This is because 6S Brewing actively seeks feedback from our customers on brews made in its small batch “experiment station” and we use this feedback to create new products in as little as two weeks.
Our individual beer brands are motorcycle/racing inspired providing us with a focused identity that is easily identifiable and understand.
6S Brewing is a labor of love for the entire Watson family. Yvonne is responsible for much of the “business side” of the brewery, older daughter Tori creates artwork for the business, including the artwork on the cans of 6S Beer that began distribution in early November 2021, and younger daughter Ava handles social media posts and is a bartender. The extended family includes a passionate staff of beer experts who are encouraged to become Cicerone certified, effectively serving customers as their “beer sommeliers.”
Three things that have elevated our business:
Employees, Customers and Product
We’d love to hear about how you keep in touch with clients.
We leverage the basics (email, SM, web) but the key is communication. Including listening.
We ALWAYS ask for feedback and ask where/how we can improve.
Continued education for all of our employees about our brand, company direction thereby enabling them to make a direct connection with the customers every time they come into the brewery. We have an achievement ladder where employees are rewarded for accomplishments.
We created a BeerHeads loyalty program where we provide special events, sampling and education on a regular basis.
Do you have any insights you can share related to maintaining high team morale?
Communication
Engage with all employees directly, independently and on a regular basis.
Do not only rely on email or text messages.
Pay people what they are worth and tell them why they are worth it.
Education
Include everyone on information sharing. Keep them in the loop when possible.
Communication
Contact Info:
- Website: www.6Sbeer.com
- Instagram: 6Sbeer
- Facebook: 6Sbeer
- Linkedin: 6Sbeer
- Twitter: 6Sbeer
- Other: https://untappd.com/6SBrewingCompany
Image Credits
Robb Watson