00:00:00BR: This is an interview for Well Crafted NC through UNCG's University Special
Collections, and I'm here with Calder Preyer. He is the head brewer, president, and co-
owner of Preyer Brewing Company, and I would like you to start just by introducing
yourself a little bit.
CP: I'm Calder Preyer, as you said I’m the head brewer and president at Preyer Brewing
Company. I was born and raised in Greensboro, I’ve—I live in Summerfield (North
Carolina) now, but basically just lived in the Greensboro area my whole life, and I really
like to make beer.
BR: How did you first become interested in the brewing industry?
CP: It's when I was 21 and had just started drinking craft beers, really, and decided I really
liked drinking it, so I just wanted to figure out what it took to make it and start brewing
00:01:00beer at home and all that, with the end goal of, hopefully I can open a brewery someday,
but mostly just I want to learn how to make beer.
BR: Why did you choose to open a brewery in downtown Greensboro?
CP: So, downtown, we really like being on the Greenway, when we were looking for different
places to open the brewery we always knew it was going to be Greensboro, obviously my
two brothers [William Preyer and Britt Preyer Jr.] are from Greensboro as well, and my
wife [Nicole Preyer] is from Greensboro, we're all Greensboro born and raised, and we
wanted to do something cool in our hometown. And when it came to downtown
Greensboro, we just happened to find a good opportunity on the Greenway, we really
wanted to be in a more pedestrian focused area if we could be, we didn't necessary start
out with the goal of we have to be downtown, but it just ended up that way.
BR: How do you feel Preyer Brewer in relation to your family's long history of business
ownership in Greensboro?
CP: So, my family, my great-great grandfather [Lunsford Richardson], invented Vicks Vapor
00:02:00Rub, and for a long time they ran Vick Chemical Corporation, until the '80s, and there's a
bunch of family history to that that I don't really know too well, but we always joke that
we're back in the business of self-medication, with the Vicks Vapor Rub thing, and it's
not something that we draw a lot of direct experience on, but it's just something that, you
know—we have a beer that's named after my grandfather [Lunsford Richardson Preyer],
who—I guess, it's not quite in the frame of the shot—but, we put a print on the bottom of
all of our cans, "People for Preyer," which is—that's from when he ran for governor—our
porter is named after him, Lunsford Robust Porter, it's one of the tap handles right over
there It's something that we just keep in mind when guiding the business [chuckling],
trying to grow it and everything, just think about how our family has kind of a history in
Greensboro.
BR: What challenges did you face while you were opening the brewery?
00:03:00
CP: There's challenges at different phases, I mean just, for a long time, figuring out what kind
of education I wanted to get to help me in the process of opening a brewery—I ended up
going to get a degree in brewing, instead of any kind of business degree or anything like
that, and then we got into the more serious—the real estate search was really long and
arduous, we looked at so many different places, and had different buildings under
contract, and then things fall through, and things change, and just the whole real estate
search—but then overall, just construction, just—there's so many different hurdles that
you have to overcome, whether it's permitting for construction, or permitting for the
brewery, and all that stuff, and just bureaucracy and legal hoops to jump through. So, I
think the biggest challenge was probably just the construction, process, once we got to
that, just making sure that everything happened on time and on budget, and that we got to
00:04:00where we needed to be in time to start brewing beer.
BR: What is it like to work in the craft brewing industry?
CP: It's a lot of fun; it's a lot of hard work too; a lot of people don't understand how much
hard work goes into brewing beer. I was here for sixteen hours last Thursday, brewing a
double batch of beer, you know, they're just long hours some days, and it's really hot and
sweaty in the brewery, but the reward is worth it. We get to make a really cool product—
like, I get to make all sorts of different beers, since I'm the president of the brewery,
[phone ringing in background] [chuckling] I get to make lots of different beers, because I
have no one to answer to when it comes to our tap list, so I get to be really creative and
do all sorts of different, fun things. And you meet lots of different people, like, the
brewing industry is pretty cooperative, for the most part, and you get to do fun things like
brew beers with other breweries, or just get lots of free beer, or something like that. Free
00:05:00beer is definitely the best part, but, just making something satisfying with your hands;
like, it's nice to get to the end of a long, hard, day—like that sixteen hour day—and see a
bunch of people in the taproom enjoying all the beer I've been working hard to make,
and, you know, say "well, I made twenty more barrels today, so, at the end of the day you
have a cool product you made with your hands, put a lot of hard work and sweat into.
BR: What is your creative process like, when you're deciding what kind of beers to make?
CP: It varies greatly; sometimes, we're just saying, "I want to brew an amber ale, let's make
the best amber ale we can"; sometimes it's like "I've got a specific ingredient and I want
to build a beer around that;" sometimes it's even like, you know, your senses are really
tied to your memories, and you might have this sort of "sense" memory you want to
invoke with a beer, where you're, like, sitting around a camp fire, you know, just telling
stories, and you remember this what thing vividly in your head and you're trying to
invoke that, so. It's different for every beer. Most of the time, we're—we have—like, the
00:06:00thing we've been doing a lot lately is our Milkshake IPA, lactose is unfermentable, you
add it to a beer and it adds a sort of sweet, creamy mouth feel, and we have a Milkshake
IPA base that we make and we do something different with it every time. And so, the
most recent one we made was the Mexican Milkshake IPA. It's got cacao nibs, cinnamon,
cayenne, and lactose in it, and so we get to do something different with that, and I spent
the morning planning our next batch with my wife, about what we're going to do with the
next batch of the Milkshake IPA, so sometimes it's just, you've got a base beer, and you
do something weird with it every time, or sometimes you just want to brew the best lager
you can make, or—just depends.
BR: So, speaking of your wife, what is it like to run a family business in the brewing
industry?
CP: [chuckling] Most of the time, it's great. I get to work with my wife and my two brothers,
and my parents [Alice and Britt Preyer Sr.] are owners, they don't—They aren't
employees, but they're around a lot and, you know, we all get together and have meetings
00:07:00and stuff like that. And sometimes it can be a little frustrating, because I go home at night
and the co-worker that I might have had an argument with about what we do for our next
Milkshake IPA is my wife, who I'm trying to, you know—we've got to get dinner on the
table for the kids, [chuckling] and get them to sleep after, you know—It's not like we
have an argument about it, it's more just—you're always working. Especially with the
family business, it's not like I go home and it's like, oh. Ninety-nine percent of what my
wife and I talk about that's not our kids is the business, so, you know, we've always got—
when you run your own business, you can pretty much turn it off anyways—but when
you run it with your whole family, anytime you get together with your family, anytime,
all that stuff, is always talking about the brewery. It's hard to turn it off, but it's also great.
I mean, I get to spend a lot of time with my wife, and we bring our kids to work, and I see
my brothers every day, so. It makes it easy to stay connected with your family.
[chuckling]
BR: How has the brewing scene changed since your first went into business?
00:08:00
CP: We haven't been in business very long, we've been in business for two-and-a-half years,
but it is a time of pretty great flux for the brewing industry as a whole. There's thousands
more breweries that have opened up, in the two-and-a-half years, even, since we opened.
There's a lot of consolidation from the bigger brewers buying up, some of the smaller—
Well, they're still big breweries to us, breweries like Wicked Weed [Asheville, North
Carolina], but they're small breweries, to, you know, Anheuser Busch, so they're buying
up small-ish brewers that are still pretty big to us. And so there's just a lot of change and
especially—I think when it comes to the beer side, there's also a change there, with what's
popular, I mean, IPAs are still really popular, but the type of IPA, you know, you see all
these New England IPAs, and these really hazy, cloudy sort of beers that have gotten
really popular, and just in the two-and-a-half years it's changed pretty drastically.
BR: Where do you see the brewing industry going in the next five years?
CP: People a lot smarter than me have a hard time figuring that out, so, I think it's really
00:09:00tough to say. There's going to be—I think, in the industry as a whole, perhaps there is a
bubble approaching, but I think, in our little area, in Greensboro, I don't think that
Greensboro has reached a point where it's got more breweries than it can sustain, so I
think, locally, we're fine, because we're not running the kind of brewery where we're
trying to start a big, regional brewer that's shipping to, you know, eight different states or
anything like that, we don't need to get very big to survive, so I think, for the most part,
what we're trying to do is going to be fine, but it's going to be any interesting five years,
because it's—I really, truly have no idea. [chuckling]
BR: How do you view your role in the community?
CP: We like to think that we can give a lot back to the community too, we like to try and do a
lot of charitable donations of beer, or events in the taproom where we're raising money
for charity; otherwise, we're just—we try to have a nice, comfortable taproom where
00:10:00people can come meet and, you know. And these events have different types of people
coming in from the community, and sort of meeting here, and getting together, it's just a
comfortable space for people to get together. When it comes to what role we might play
in that, we just have a nice, comfortable space and hopefully make a delicious product
that people want to come drink, and then just, a lot of the charitable stuff we like to do.
We like to get creative with it; for example, this month, we're doing a dollar of every
pour of our Lunsford Robust Porter is being donated to—I have to read it, because I'm
going to get in trouble if I don't remember—Jason William Hunt Foundation, it's the
wilderness—it's like a wilderness medicine awareness thing. And we do lots of charitable
donations of beer, just to—people like free beer. It's a good think when someone's doing
00:11:00an off-site sort of event, [phone rings that they want to either give away as part of it or
sell beer, or anything like that, to raise money, we give away a lot of beer for that too.
BR: What is your favorite beer from a North Carolina brewery other than your own?
CP: I don't get a chance to drink a lot of beer from anyone else these days, but I think going
back, one of the first styles of beer that a lot of craft beer drinkers get into, but certainly
me when I was first drinking craft beer, was IPA, and I think one of the ones that I still
really love is the Foothills Hoppyum [Foothills Brewing, Winston-Salem, North
Carolina], just their standard Hoppyum IPA, that you can get. I really love that beer, still
do. I just don't get a chance to drink other people's beer very often these days.
BR: What is your favorite beer from your own brewery?
CP: That changes pretty much depending on the—the standard answer I give people is
whatever we have the most of, because I don't have—I don't pay for it, so I don't want to
drink something that we're on our last keg of it or something like that, but right now we
00:12:00have a beer that we started—We started brewing a beer this summer that we keep on tap
always now, it's called Harder, Better, Faster, Lager, it's the first lager we've made, it's
modeled after, like, a classic Czech pilsner. We use all North Carolina barley in it, so I
think the lager that we make is now my current favorite that I drink the most of.
[pause]
[Scott Hinshaw, videographer, in background]: I'm curious about your logo; it's very distinctive.
CP: The lioness, the logo came from—My younger brother, Will, does all of our art. He
screen-prints tap handles and t-shirts in-house and he designs all of our logos and labels
and all that. And when we were first going through the whole planning process, he did a
lot of different logo treatments and stuff. We have a lion in our family seal, so he kept
drawing a lot of lions and stuff, and he said, "well, this all looks really cliché, and bad, I
don't really like the look of any of this," and so my wife said, "you know, why don't you
00:13:00try a lioness, they do all the work anyways." She went to a woman's college too, so she
was all about that, and he said, "sure," and he came back, and he was really happy with
that, and did a good job with that logo, so that's where the lioness comes from.