FAQs
The stuff people actually want to know before booking a call. If your question isn't here, shoot me an email at julie@notyourhobbymarketing.com and I'll answer it directly.
I don't really trust consultants. Why should I work with you?
Yeah, I know. This industry has a complicated relationship with consultants and honestly I get it — a lot of people hang a shingle without ever having actually done the work. I've spent 20+ years on the business side of this industry. I've represented international brewery brands, managed distributors across multiple states, taught at the university level, spoken at the Craft Brewers Conference, and co-founded a beverage brand from scratch. I'm not advising from a theoretical framework. I've done the job. Ask my clients — references available for prospective consulting partners.
I don't really understand what you do. Can you explain it simply?
I help craft beverage brands build better business systems so they can sell more and stress less. Specifically: sales strategy, wholesale and distributor management, digital marketing, data analysis, and strategic business planning. Some clients work with me one-on-one. Some join my group coaching program. Some just grab a course or punch card when they need a specific answer fast. There's an entry point for every budget and every stage of business.
Who are your services for?
Craft breweries, taprooms, cideries, distilleries, RTD brands, NA beverage companies, hemp and THC beverage brands — basically anyone making and selling a beverage who wants to run a more strategic, profitable operation. I work with brands from startup all the way up to about 15,000 BBL. If you're bigger than that, you probably have internal resources that can do what I do — and if you're smaller than a startup, you might not be quite ready yet. The sweet spot is brands that have customers, have traction, and are ready to get serious about building something sustainable.
Are you only for beer brands?
Not at all. Beer is my longest background but I work across the full craft beverage spectrum — cider, spirits, seltzer, kombucha, NA beverages, and hemp/THC beverages. I'm also the co-founder of a hemp beverage brand, so if you're in that emerging category specifically, I'm one of the few consultants who actually understands it from the inside.
I'm on the other side of the country. Does that matter?
No. I work with brands all across the US and Canada entirely remotely — video calls, shared Google Drive, Slack or Google Chat between sessions. Geography has never been a barrier. International members are also welcome in the Barrel 2 Business Collective.
How do I know if I'm ready for consulting?
Good question. You're probably ready if: sales have plateaued and you're not sure why, you're wearing too many hats and need systems, you have a distributor relationship that isn't working, your marketing feels scattered and disconnected from revenue, or you're growing fast and need structure to sustain it. You're probably not ready if you haven't launched yet or if you're not in a position to implement changes — consulting only works if you can actually act on the recommendations. If you're not sure, book a discovery call. I'll tell you honestly whether it makes sense.
What does one-on-one consulting actually look like?
It starts with a goal-setting session where we figure out what your brand actually needs — because there's no point paying for things that won't move your needle. From there I build a customized program around your specific challenges: sales, marketing, distribution, team management, data analysis, or some combination. Depending on which program you choose, we meet weekly or bi-monthly on video, with behind-the-scenes work and direct communication between sessions. Programs start at $2,000/month with a 3-month minimum commitment.
What's the difference between Full-Time and Part-Time consulting?
Full-Time is weekly sessions, unlimited deliverables, monthly management reviews, quarterly ownership debriefs, and direct access between sessions. For every hour we're live together I spend 3-6 hours working on your brand offline. Part-Time is bi-monthly sessions with the same goal-setting process and between-session support — roughly half the time and half the cost. Both require a minimum time commitment because real change doesn't happen in 30 days.
What is the Barrel 2 Business Collective?
It's my group coaching program — the most affordable way to get strategic about your beverage business. Every month we tackle a new topic: sales, marketing, distribution, data, planning. Sessions are live and recorded, so you can catch up on your own timeline. You also get access to 4+ years of recorded content, planning templates, and a private community. Your whole team gets in for $39.99/month with no contracts. [Learn more →]
What's in the online course library?
Self-paced courses on specific beverage business topics — everything from wholesale KPIs and strategic sales planning to digital marketing and batch content planning. Courses range from quick 60-minute sessions starting at $18 to comprehensive 4-hour programs at $499. No subscription required, no commitment. [Browse the library →]
What's a Consulting Punch Card?
Four hours of consulting time banked and ready to use whenever you need them. No expiration, no contracts, no long-term commitment. You schedule sessions one at a time, bring your team if you want, ask me whatever is most pressing. It's $500 for four hours — and yes, that's a better rate than hourly. [Grab a punch card →]
Do you offer payment plans?
For consulting programs, yes — we can discuss flexible payment structures on a case-by-case basis. If budget is a constraint but you need help, say so on the discovery call. The worst that happens is we figure out a different entry point that works for where you are right now.
What's your refund policy?
Refunds are handled case by case. For consulting programs, we'd discuss the situation directly. For courses and digital products, I stand behind the quality of the content — but I'll also be straight with you: the material only works if you apply it. If you put the strategies into practice and don't see results, that's a conversation worth having.
What is The Bottleneck?
My free email community for craft beverage professionals. I send occasional emails with industry trends, straight talk on what's actually working right now, tools and resources for growing your brand, and advice with a healthy dose of humor. No spam, no sales lists, no fluff. It's where I share the good stuff for free. [Subscribe here →]
What's the Brand Archetype Quiz?
A free brand identity analysis — the same framework I use with one-on-one consulting clients. You fill out a short Google Form, I analyze your responses, and I send you a custom Brand Identity Summary including your primary archetypes, what they mean for your marketing, and specific next steps. Results delivered within 3-5 business days. [Take the quiz →]
What's the Free SEO Report?
A free audit of how your website is performing in local search — useful if you have a taproom, tasting room, or physical location people need to find. You give me your URL, I run it through a professional SEO analysis tool, and I send you the results with a plain-English summary of what to prioritize first. Results within 3-5 business days. [Get your report →]
Do online courses and group programs actually work?
Research consistently shows that flexible, self-paced learning works as well as traditional classroom settings — often better, because you're applying concepts in real time to your actual business. The group coaching format specifically adds accountability and community that solo learning doesn't. That said, the honest answer is: it works if you work it. Showing up to a monthly session and doing nothing with the information won't change your business. Showing up, taking notes, and implementing things will.
What is This Is Not Your Hobby the Podcast?
My podcast for craft beverage operators. Every episode tackles a real Bottleneck — a specific, recurring problem that slows down growth or steals profit — and breaks it down with practical strategies and real-world examples. New episodes every two weeks, roughly 20-30 minutes each. Every third episode features a guest expert from inside the beverage industry. [Listen here →]
How do I submit a Bottleneck for the show?
Go to the submission page and fill out the form — it takes about two minutes. Submissions are completely anonymous. I read every single one and they directly shape future episodes. [Submit your Bottleneck →]
