Crafting a Community-Based Brand with Zack Roskop

Zack Roskop is the owner of Knox Brew Tours and Knox Brew Hub, and while people might know him as a local craft beer expert, what many don’t realize is he’s also a natural-born marketer. On this episode of We Built This Brand, Chris and Zack discuss how Zack went from being a full-time musician with a crazy idea, to building out multiple successful businesses in his Knox Brew brand. Zack explains why his goal is to be a best friend to the local brewers in the Knoxville area, and how he has built a passionate community around his brands. Chris and Zack also explore the risks that Zack has taken to build his brands, and Zack shares why he feels that good brands and good beers can be polarizing.

Highlights

(00:00) Intro

(01:10) Zack and Chris sit down at Knox Brew Hub to share a local beer and Zack shares a Knox Brew Hub secret

(03:01) Zack explains the goals of Knox Brew Hub

(04:10) How Zack started his iconic “Knox Brew” brands

(08:35) Why Zack decided to start a bar in 12 days, in the middle of the COVID-19 pandemic

(12:57) Zack describes how his parents’ career helped prepare him for the opportunities that Knox Brew Hub presented

(15:12) The two problems that Zack is looking to solve for in the downtown Knoxville area

(18:10) Where Zack’s passion for craft beer started

(20:32) Chris and Zack reminisce on the origins of Knox Brew Tours

(24:20) Why Zack doesn’t call Knox Brew Hub a pub, and how he’s built a community around his brands

(27:55) How Zack builds awareness for his events and draws people to Knox Brew Hub

(33:07) What brand Zack is intrigued by right now, and why he feels powerful brands tend to be a bit polarizing

(37:50) Why Zack feels the most important part of a brewery has changed over the past few years

About Zack

Zack started Knox Brew Tours in the fall of 2014 to combine his love of people, the city of Knoxville and local beer! In 2020, the tour company expanded to a local craft beer bar in the heart of downtown Knoxville. Knox Brew Hub is not only the Hub for the tour company but also a visitors center for local beer!

Links Referenced

• Knox Brew Stories: https://www.knoxbrewstories.com/
• Our Humble Beer Podcast Episode with Knox Brew Tours: https://www.humblebeerpodcast.com/tn-beer-run-part-1/
• Knox Brew Hub: https://knoxbrewhub.com
• Knox Brew Tours: https://knoxbrewtours.com

Follow the Podcast

• Subscribe to the newsletter & follow the podcast: https://www.webuiltthisbrand.com/
• Check out HumblePod: https://www.humblepod.com