The Microbrewery Handbook

Chapter 14Best Practices Q&A: Jester King Founder Jeffrey Stuffings

ALMOST A DECADE ago, Jeffrey Stuffings left his law degree behind and found his calling on a four‐acre plot in Texas Hill Country, west of Austin. That's where he began creating what would become one of the nation's most celebrated farmhouse breweries. I think it's one of the biggest compliments in our industry to be considered what I call a Pilgrimage Brewery, where you don't have to rely on a prime location. Instead, no matter how remote your location, people come seek you out.

I did the same thing. I took a trip to Jester King in 2018 and was – like so many others – blown away with the brewery, the delicious spontaneous ferm beers, and just the feel and experience. But, as a fledgling brewery owner, I was just as impressed with all of Jester King's back office. Thinking a place this laid‐back and beautiful wouldn't be anywhere near the level of data nerd I am, I saw whiteboards showing sales numbers, bonuses and bonus goals for employees, so many things being tracked and measured – the kind of business creativity, transparency, and leadership that can keep a brewery business strong.

And it's been strong. Now up to 60 acres of land, Jester King also has an operational farm – goats, grapes, and all – a restaurant, a brewery, a taproom, and a private event space.

I talked with him about finding that balance of creativity and business – how to manage it, how to cascade it to staff, what he's still trying to ...