00:00:00Richard: Starting here, just say and spell your name.
Sean Wilson: All right, my name is Sean Lilly Wilson. Sean is S-E-A-N. My middle
name is L-I-L-L-Y, last name Wilson, W-I-L-S-O-N. Lilly is my legal middle name.
It's my wife's maiden name.
Richard: Cool.
Sean Wilson: I had no affinity for Richard. Yeah, you're like I'm right here.
Richard: You would've found out in a minute. I don't have to say my name.
Sean Wilson: I felt like I was competing with you.
Richard: Lilly was actually my mother's name.
Sean Wilson: Yeah? All right, very cool.
Richard: You said in conversation, so today is Thursday, May 17th, 2018, and we
are here at Fullsteam Brewery in Durham, North Carolina. I am Richard Cox,
00:01:00talking today with Sean Lilly Wilson, chief executive optimist as part of the
Well Crafted North Carolina Project. So we'll start by having you tell us a
little bit about yourself.
Sean Wilson: Wow, you're leaving it that open ended.
Richard: I am leaving it open ended.
Sean Wilson: Should we take that in any particular direction.
Richard: Nope, go for it.
Sean Wilson: Okay, excellent. I am a Scorpio. Let's see, I am 47 years old, I've
been married, this year, I will be married 25 years to my lovely wife Caroline.
And we have two kids, Echo and Sophie. Just yesterday, the youngest finished
high school. So that's that. We've lived in the area, the Durham area, since
1992. So I'm not from here originally, I'm from Pennsylvania, I guess. I moved
around a lot as a kid, but grew up in Pennsylvania, went to school in suburban
Chicago, that's where I met Carolyn. We moved out here and we're stayed here
00:02:00ever since. I have a love and an interest in creating change and rabble rousing,
and doing things just a little bit differently than following the standard path.
Sean Wilson: So my career's been a long rambling ... Not very consistent, but I
found my passion, and I found my love in craft beer. And it took me a little
bit, but I got there.
Richard: And how did you first become interested in the brewing industry.
Sean Wilson: Well, I was in grad school at Duke. And I had just finished up the
program, and a friend of mine who stayed in the area was a big craft beer
enthusiast. And he was a home brewer and way very persuasive on this whole, "You
should try this beer, and you should try my beer." Just one of those evangelists
00:03:00for craft beer. I was like, "That's cool. I drink craft beer." Because I buy
whatever's on sale at Harris Teeter. And I thought I knew what craft beer was,
and he took me to a party, invited me to a party where there were all these
corked and caged beers, and things that said batch number one, and bold flavors.
And I had never tasted anything like this before. And I asked my friend where
can I get these beers? And he said you can't get them in North Carolina. And I
was like, "What? That makes no sense."
Sean Wilson: And then he explained this law that kept beer to under 6% alcohol,
you couldn't sell beer above 6%, you couldn't buy beer above, you couldn't brew
beer above 6% alcohol, a law that had been in place since prohibition. And I
thought that was a dumb law, and I started thinking as I was also getting into
00:04:00craft beer and getting interested in this whole world, maybe there's an
opportunity to try to change that. And so working on that law change was my
foray to craft beer. I didn't think I would start up a brewery. I didn't have
any intentions of starting up a brewery, but that's ultimately what happened.
Richard: So since you've already slid right in to Pop The Cap, for those who
don't know, what exactly was the Pop The Cap movement?
Sean Wilson: Sure. Pop The Cap was a grassroots movement that started in 2002
with three key people, Eric [inaudible 00:04:39], Julie Johnson, at the time she
was Julie Bradford, and myself, and a bunch of other volunteers and craft beer
enthusiasts, and a key lobbyist, Theresa Kostrzewa. So that group worked as
volunteers, as craft beer enthusiasts, to change a law in North Carolina, part
00:05:00of the general statutes. Our original intent was just to strike a clause and say
and not more than 6%, legal definition of what beer could be. And it took us
about two and half years of lobbying and pressure on the legislature, but we
were ultimately successful with getting that law change. And the cap is now a
more reasonable 15%.
Sean Wilson: There's still a cap, but it covers about 99.5% of all beers that
are made out there.
Richard: So how would you describe the beer in brewing scene in North Carolina
before 2005?
Sean Wilson: It was enthusiastic. It had the makings of a solid industry, but it
was handcuffed by an unnecessary regulation. We were one of five states with
that regulation in place. And they were all southern states, and it was hard to
be a force. It's hard to be a legitimate state for craft brewing when you have
00:06:00this restriction in place. About a third of the world's beer styles were illegal
to brew and sell. And so that, again, handcuffed. Now, the enthusiasm was there,
the bones were there, some experience was there certainly with Highland, and Red
Oak, and Weeping Radish. And Foothills had opened by then, Eddie Greens I had
opened I believe in the midst of all of that. And so there was a wave and
anticipation that this law would change, but it was a different era.
Richard: And what were you up to at the time?
Sean Wilson: Well, I was unemployed, that's why I took on this volunteer job.
Like I said, I had some extra time on my hands, the translation was I didn't
have a job. And then I actually did get a job and work wise, I was working at
00:07:00the Duke of Alumni Association. I worked there for about a year. And I did
membership programs. And it was a great job, it was a very manageable job. And
so that afforded me some time to scheme, to have the side project. But when I
first started out, I was literally trying to figure out how can I get into the
craft beer world. And that's how I connected with Julie Johnson. Her then
husband was head of All About Beer magazine, and what was called the Association
of Brewers. Which merged with the Brewer's Association.
Sean Wilson: There were two organizations, the Brewer's Association of America
and the Association of Brewers. Those two merged and formed the Brewer's
Association, which is our trade organization. And he was head of that, and head
of All About Beer magazine. I was doing my networking, like, "God, I love craft
beer. How can I get into this?" And I found out that just two blocks away from
here was All About Beer offices. And basically just hounded them for a job. I
00:08:00did some initial work with them, and then did that work at Duke. So again, as I
started a rambling career, non linear process, but that was my start.
Richard: I think it was originally 35 people in the Pop the Cap.
Sean Wilson: Yeah.
Richard: How did all these people manage to come together.
Sean Wilson: Through the power of email. This was before Facebook, and a lot of
the campaigning, ease of campaigning and getting people aware of those
movements. So there was no hashtag associated with this thing, but we just knew
enough people in our networks to reach out. Especially Julie, she's very well
00:09:00connected in the beer world. And we knew enough people who had been rumbling
about this change. And we just started sending out an email to as many people we
thought might be interested in joining and figuring this thing out. So on a
miserable, cold February in 2002, we got about the core group, 35, 40 people
together at the All About Beer offices.
Sean Wilson: Not very many people ended up really being a part of that
organization, but enough did that there was enough of a spark. We were like,
"There's something here." And somehow through it all, I ended up serving as
president of it and then building that group from 35 to what ended up being for
people who wrote their local representative, or walking the halls, definitely a
few thousand people.
Sean Wilson: Beer brings people together, yeah. And that was a really fun thing
about all of this, is that it was non-partisan. There were libertarians,
00:10:00conservatives, liberals. It didn't matter, there's just this audience of people
that were just passionate about craft beer and wanted to see it change. And we
were all walks of life.
Richard: Yeah. And I know you mentioned that your goal was to strike one line
out of law. When you were first getting together at the offices, what sort of
expectations did you all have as far as how long this would take, or what you
really could achieve?
Sean Wilson: Well, we knew what the goal was, we just had no idea how to do it.
And this is coming from a graduate of public policy masters program. I did
public policy and business at Duke, and I had no earthly idea how to change a
law. We literally thought that maybe a petition would work. In retrospect, it's
so laughably naïve. As they say in the South, bless your heart. We had plenty
00:11:00of bless your heart moments in our early days as we tried to get this thing
going. But that's where Theresa provided great expertise, and also a very loving
but direct, "No, we're not doing that."
Sean Wilson: And we entrusted her to go through this crazy process of changing a
law in North Carolina. And again, following her lead, but we had no idea how to
do it early on. We knew what the goal was, and we weren't distracted by any
other agenda, or language. It was very clear. All we wanna do is strike six
words, "And not more than six percent." Yeah, six words, I remember my talking
points. Yeah, all we wanted to do was strike six words from the general
00:12:00statutes. Of course, it was a lot more complicated to do that.
Richard: I think we touched on this, but we're gonna ask what were the greatest
challenges in working with an organization, the grassroots movement, to actually
get to the point where you're getting the law changed? What challenges along the
way were you facing?
Sean Wilson: I would say there were many challenges. If you break it down in
political science methodology, you have the different actors. And the players
were definitely the wholesalers association who provided a considerable
challenge in both opposing and being neutral on this issue. They were in a
difficult position of having to appease a wide range of constituents. Some of
whom were against this law change, some of whom were for it, some of whom had no
idea what on Earth this was all about, even though they're in the industry.
00:13:00Because this is not something that the wholesalers were used to. Wholesalers,
they're really good at moving efficient boxes of similar sized things. And this
is coming in as an industry and saying, "No, what we'd like to do is ship
trapezoids and tetrahedrons, and polygons." And they would like to move boxes.
Sean Wilson: And so we were very different audiences, a very different look at
what beer was to them. And some of these are multi-generational stayed families
that are very happy with the opportunity that they have to control a part of the
market. And some of those constituents didn't want to see the law change. It's
true. They lobbied very effectively in the background to try to kill this thing.
That was a significant challenge. Christian Right was another significant
challenge, and this coming from somebody who grew up in the faith community,
00:14:00went to a religious school, and just spoke a different language about beer than
did the Christian Action League, who was very costic in their language. They're
very passionate, but also full of great rhetoric and great leverage.
Sean Wilson: Leverage their connections, the ones that they knew would be
against it, as vocal opponents of the law change, to try to through out some
scare tactics. I think there's a lot of noise in that, I don't think it was
particularly effective, but you have to navigate around that. They're just
looking to have something catch on fire and get people skiddish because it is
trying to change alcohol law in the South. And to do that, Theresa reminds us of
00:15:00this to this day, to be able to change that law on the first go around is pretty
remarkable. And she would call it unprecedented.
Sean Wilson: And then another constituency that was difficult was our own
internal audience. So to clarify what that means, Pop the Cap really was
centered in Central North Carolina, within an hour's drive, generally, of the
state capital. And I think the people who were inclined to see this change, who
know a little bit about North Carolina's political climate, we live in politics
more in the area than do people in Charlotte and in Asheville in particular.
00:16:00Asheville is somewhat separatist leaning. Somewhat like on the mountain, leave
us alone, we got this thing. We're Asheville. I love you Asheville, but that's
always been the mentality, and it came into play with a little bit of a
laissez-faire attitude towards trying to get this law changed.
Sean Wilson: Charlotte, as a banking institution and a financial center, doesn't
really understand the political nonsense that happens in Raleigh. And I get
that, too, but we knew that we had to play a certain game and work a process to
get this law changed. There was no way around it. It's interesting now, you see
the dynamics playing out with craft freedom who has basically said, "No, there
is another way." We're tired of the political system, and I get that, because
00:17:00the wholesalers are almost uniformly against that law change. That, of course,
is the goal to lift the self distribution cap in North Carolina. But they're
really entrenched and pretty united on not seeing that through, and they're very
well politically connected. So they're going their own path on that, which I
totally get.
Sean Wilson: For us, we worked within the system. That caused some rancor and
discord from other regions. And so we had to work to create this local, I'm
almost tempted to call them cells, but little pop up groups that waved the Pop
The Cap flag within that community. Holy moly, that was a long answer.
Richard: That was a good answer. So you mentioned craft freedom. For people who
don't know what the craft freedom movement is, do you wanna talk briefly about ...
00:18:00
Sean Wilson: Yeah, it's this ongoing movement now to lift the alcohol cap on
self distribution in North Carolina. Now, it's not on the amount that you self
distribute, it's on the amount that you produce as a brewery. So once a brewery
exceeds 25,000 barrels annually, they no longer have the right to self
distribute. We are a self distributing brewery, we're at about 8,000 barrels. So
we're short and shy of that cap, but we would love to have that opportunity to
grow beyond that. And we support breweries like NoDa and Olde Mecklenburg, Red
Oak, and others that are either closer to that cap or really have an active
interest and are pursuing this change. The method of going about it, I have my
concerns on it. I don't know if ... But I get it, but I have my concerns. And
that's okay. I get it, I have my concerns, those can coexist. So I'm on the
sidelines watching this one play out, and adjusting accordingly. Wholeheartedly
00:19:00throwing our support to the people in the front lines on this one, but they are
suing the state to basically state that the franchise laws and the self
distribution cap are unconstitutional, would be the language.
Richard: Cool. So now looking back at Pop the Cap, is there anything you would
change or do differently? I mean, it worked.
Sean Wilson: Yeah, it worked. It worked pretty effectively. Anything I'd do
differently. I think we could've done a better job of working within the
communities to build more trust of our intentions and our process. But that's a
pretty small change. We were always gonna have opponents and it was fascinating
00:20:00political theater, and I wouldn't have changed that for a bit to hear some of
the rhetoric that came out of that. That drinking one craft beer is like
drinking straight vodka, or another representative said something like that this
law change is gonna lead to more deaths, more abortions, and more academic
suicides. Actual things that legislators said to try and defeat this endeavor. I
wouldn't have changed that for the world, it's hilarious.
Richard: Okay.
Sean Wilson: But it was also invigorating. If it was easy, if it was just like,
"Yeah, okay, we get it." It would've been easy, but it's the fight that makes it
all worthwhile. It's the stories that come out of it, it's those memories that
are just ... They just empower me to this day.
00:21:00
Richard: What would you say is your best memory?
Sean Wilson: The best, since that's the thing, the best was when I heard the
news that the law changed. Which is the simple answer, but that was pretty
great. The funny thing is, I was actually on a family vacation in Tennessee and
I literally was coming out of a cave. So I came out of a cave, right? And not
just any cave, but it was you pay admission for a cave and you go on a tour, a
legit cave. Complete with admission. And come out and my phone was buzzing and
lighting up, and all that, and the law changed. And everyone was calling me and
texting me, or whatever happened back in the days of cell phones in 2005, but it
00:22:00did exist. It was a cellphone. I was getting some kind of notifications. And
just that feeling of, "Oh, my God, it happened. We really did it."
Sean Wilson: It seems strange. Why were you on vacation? Shouldn't you have been
there? But you don't know sometimes when a bill is gonna be taken up and when
things are gonna happen. That was just such a joyful moment. It was neat, it was
with my family. We didn't got out necessarily because we were in rural
Tennessee. We didn't go out and celebrate with a specialty beer or anything like
that. But just that feeling of the hard work that we saw through. There's a
million other memories, but the best, that would be it.
Richard: What did the next day, after the law changed, what changed? Did people
00:23:00suddenly start ... Suddenly these 14.9% beers magically starting appearing at pubs?
Sean Wilson: We had a really, just a sad spike in academic suicides. I'm just
kidding, that's too soon still. I shouldn't joke about that because I know
things happen in life and all that, but yeah. So that's now on record, great.
The snark gets the better of me. Okay, so the things that I really remember were
Highland brewed ... And I think they might have known that it was in the works,
so they had it in the conditioning tanks or something, but I remember that first
beer was the Tasgall. It was an imperial brown ale. I had it actually, out of
all places, at Top of the Hill. I think they had it on tap there. This is where
00:24:00my memory gets fuzzy. I might've brought a bottle to Julie or some kind of
connection there, but I just remember that beer in particular as a malty, maybe
8% beer. Nothing crazy, but just that first taste of something that had been
illegal in North Carolina for 70 years that was made in North Carolina, that was
by a brewery that I really respect and love, that was fun.
Sean Wilson: So you started seeing slight changes. The first movers were things
like Duvel and Maredsous and these imports that came in, these Belgian imports.
There's this first wave of like Delirium Tremens. Yeah, and so those were some
of the first things that happened. And then over time, you would start seeing
00:25:00actual IPAs. I know, I'm a little concerned that this sounds like back in the
day, but it's just weird to think about. Especially where we're at now. And I
think about this a lot, not to jump ahead, because maybe this a question. I
don't know. But so many people, people in their 20s and 30s, they had no idea
this law existed. And you know what? That's great, they shouldn't have known
about this law. They have no need to know about this law. I love that we're
talking about this and that there's a chronicling of this, but this law should
never have existed, so there's no reason to celebrate the difficulty. I love the
stories of my experience and our experience coming through all of it, but by no
means am I just like, "If you only knew."
Sean Wilson: Beer's so good these days, and we're so lucky that ... I don't care
00:26:00that people don't know about this stuff. I appreciate the chronicling and
documenting of it, but not from a "yells at a cloud" kind of standpoint, if that
makes sense.
Richard: Way to end the Pop The Cap part. Let's talk about Fullsteam.
Sean Wilson: Okay.
Richard: So you actually stated earlier, when you started Pop The Cap, you had
no intentions of owning a brewery. So what changed?
Sean Wilson: I love the industry, I love the people. I knew that the industry
was gonna change, and part of our talking points with Pop The Cap when the
question came up, "What do you expect the economic impact would be?" We would
always say we thought it would be around 300 jobs. Yeah, so I was like, "Maybe
we can create a couple of those 300 jobs." Yeah, I laugh because it's been a lot
more than that. We woefully underestimated the impact, but I thought I love this
00:27:00industry, and the people, and I always considered myself an entrepreneur in
waiting. I wasn't ever quite ready. I didn't have the idea. And I also am not a
technologist, I'm not an engineer, hell, I'm not even a brewer. And so all these
reasons, I'm like, "Well, I'm never gonna own my own business because I'm not
that person." I'm not your typical works out of the garage and invests
something, but that's such a fallacy. And really, what it took was me gaining my
own confidence to break away and start my own thing.
Sean Wilson: But it came back to beer, I loved the industry, the people, and I
knew that there was gonna be an opportunity to ... I wouldn't say leverage my
experience, but to build upon it and take it to the next level.
00:28:00
Richard: And why Durham?
Sean Wilson: Why Durham? Well, we looked at a lot of other towns and cities, and
I kept on coming back to the city that I loved, that I first moved to in 1992.
And I don't live in Durham now, but I obviously have a strong affinity for
Durham. It just has the bones of a physical space that worked for us at the
time. Rent was relatively inexpensive, so we secured 14,000 square feet. We rent
here, but it was a place that we knew that we could have good bones and good
people to support the on-premise component of what we were looking to do. We had
looked at some smaller towns, and Hillsborough, Saxapahaw, Pittsboro, but it
kept on coming back to Durham as this place with great energy and promise. And
at the time, I think Durham and craft beer tracked really nicely with each other.
00:29:00
Sean Wilson: Both were underestimated, both were rising ... I would say a
phoenix from the ashes, but just a little bit of that grit and can do spirit.
Where a lot of people, particularly ten years ago or so, were like, "Durham? Why
would you go there?" And make some unfortunate comment about the fact that this
is a wonderful diverse, gritty, and sometimes challenging city. And craft beer,
without trying to thread it to ... But craft beer at that time, had a little bit
of an image problem. What's craft beer? That's for weirdos. It's strange to
think, but it went from weirdos to hipsters to mainstream. And so we were in the
weirdo stage then. And a little bit of that misfits toys thing. It just worked
00:30:00for us to build out something that was pretty different for Durham at the time.
Sean Wilson: Durham very quickly made sense for us.
Richard: And what was downtown and the Durham area like in August of 2010 when
you were opening the doors?
Sean Wilson: Downtown was coming along. There were some early movers in there,
like Rue Cler, which is a restaurant ongoing, and a few other businesses. But
it's remarkable what's happening in downtown Durham. Now, we don't really
consider ourselves downtown. We're just north of downtown in a little warehouse
district. And this area, too, people literally would come here and say, "Why
here?" In the early days, but a lot of warehouse districts and a lot of that
movement towards urban revitalization. There's a collective of businesses that
00:31:00are independent, or entertainment oriented, food, night life, what have you.
Sean Wilson: And so we've really seen a lot of success because we're
complimentary to things that make this area vibrant and fun. So Motorco, Cocoa
Cinnamon, Geer Street, the Pit, Accordion Club, Surf Club. This is a neat little
nook of Durham that's a fun place to hang out.
Richard: So were there any unique challenges you faced when you were opening the location?
Sean Wilson: No. No challenges at all. It was breeze. Of course, yeah. First
off, it was capitalization, just raising the money. I definitely had some come
to Jesus moments where I was like, "Oh, my God, we are not gonna make this." And
so thankfully, some investors, they came through and made this thing possible. I
did not start this with my own money. I needed to raise money to make this
00:32:00happen, both debt and equity. I mean, I had never done anything like this
before. Again, I'm not an engineer, so entrusted a lot of people to help build
this thing out. And we worked together and it was a very stressful time, but it
was wonderful.
Richard: Awesome.
Sean Wilson: Yeah.
Richard: So why did you name the place Fullsteam?
Sean Wilson: There's a sense of optimism, a sense of purpose and pride that
comes with a vision that we have of making distinctly southern beer using local
ingredients. And this plowed a pint vision that we had that we're going
Fullsteam ahead. I have past predictions of the future. So past predictions of
the future were often times full of optimism and hope, and what could be. And
our predictions of the future now are not so good. So there's a little bit of
hearkening back to past predictions of the future. So there's this dualism,
that's why the F is backwards. It's like looking backwards but moving full steam ahead.
00:33:00
Richard: You got my second question already.
Sean Wilson: Why is the F backwards?
Richard: Why is the F backwards?
Sean Wilson: In the snarky one, it's because you ask. I like saying that a lot,
except no one ever likes hearing that. If it was a forward F, you wouldn't be
interested, but the backwards F is ... I mean there's multiple reasons of it.
From a marketing perspective, I wanted something that was iconic, and bulky, and
easy to recognize at the tap. You have Fullsteam, boom. So that's the marketing
guy in me, but also, the simplistic, easy to see logo that stood for something
and made you, what I call, tilt of the head moment. When a dog tilts its head
when it sees something unusual or hears a weird sound. It's like, "Why'd you do
that?" A backwards F is a little bit of the tilt of the head. You know what it
is, but it's not what you think it is, and you wanna know why. It's also an
opportunity for a conversation, "So why did you make that F backwards?" And that
00:34:00leads to just so many conversations that start with a logo decision, but goes
into a philosophy and allows us to tell the story of why we do what we do here
at the brewery.
Richard: So you mentioned that your plow-to-pint philosophy. Can you tell us a
little about that as well as the southern beer economy?
Sean Wilson: Of course, I'd be honored to. When I first looked at starting up a
brewery, I didn't wanna do just ... I wasn't necessarily passionate about
replicating existing beer styles. I didn't have a vision to do a German brewery,
or an English brewery, or a west coast brewery, west coast style beers or
whatever. I wanted to create distinctly southern beer. I had worked at Magnolia
Grill, a seminal restaurant in the south. I worked there in the early '90s just
as a waiter, but the Barkers there, Ben and Karen, taught me so much about
00:35:00southern ingredients, and marrying drink, then wine, with seasonal food.
Sean Wilson: And the idea that I had was instead of replicating existing styles,
it's more interesting for me to create. What if? In that spirit of optimism and
the envisions of the future, what if beer was distinctly southern? What would
that look like? And what if we used local ingredients? And what if beer was the
crux, and this is lofty talk I know, but what if beer was the crux of the
agricultural economy? Because it used to be tobacco and it's no longer tobacco.
So can beer create opportunities for a southern beer economy in a post-tobacco
south. And so our vision, and remains to this day, to use local grains, local
00:36:00herbs, and fruits, vegetables, to connect people to the land and to one another.
But to create opportunities for wealth for farmers, agricultural entrepreneurs,
and for foragers.
Richard: So now, how would you describe what is southern beer?
Sean Wilson: It's a deceiving simple question. I think southern beer, as we
define it, has a quiet confidence about it. Which it's always fun to use that
phrase, quiet confidence because it's like, "Hey, quiet confidence, let's talk
about our quiet confidence." But it's one of our core values at the brewery and
it's also enbued into our beers themselves. That they try hard to not try too
hard. And so I was thinking actually driving in today, not about this interview
but I just think about stuff. Where are we at now in 2018 in the craft beer
00:37:00world? And I think we're in a morning zoo stage of craft beer. Remember morning
zoo shows? At least there's an audience. There's a world of brewers. And God
bless them, they're fun, but they're the morning zoo of craft beer.
Sean Wilson: It's just bells and whistles, and funny sounds, and fart noises.
And they're like, "Look at me." Tune into what we're doing. It's great, I love
them, they're fun, but they're not always for me. To me, southern beer is
tempered. It's quietly confident. It's retained. It knows that it's place is as
a component to community, to food. That is doesn't have to always be the center
of attention, that it can work to enhance the moment, right? And of course, the
inclusion of local ingredients help give it a sense of place, so that there's a
00:38:00taste. I wouldn't say "terroir". That, to me, has always felt a little
overwrought for beer because taste of place can be so changed by the ingredients
that you use, be it the hops or the ... Just whatever you add to it, it's gonna
have those flavors rather than the taste of Earth, which is what terroir really means.
Sean Wilson: So this is the Fearrington Spring, a collaboration with Fearrington
Inn and restaurant in Chatham County. And it uses Riverbend Appalachian wheat
grown in North Carolina, malted in Asheville, but also a significant dry hop.
The hops aren't grown locally because it's tough to have that as a commercially
viable industry. So one might taste this and not know it's necessarily southern.
00:39:00But we try to highlight the local ingredient components in each beer. And our
goal is to get to 30% local, and we may ever be able to push that to 50%,
depending on our business model. So that equated to about $100,000 in local
agricultural spending last year in our local purchasing, ranging from
ingredients grown in North Carolina. We do also include anything of value added
that was manufactured or had an element of a value added process in the state.
Sean Wilson: So just to be clear what that means, things like coffee. Coffee
doesn't grow in North Carolina, but we work with Counter Culture, with Muddy
Dog, with other rosters. But the vast majority of it is our ingredients that are
grown in North Carolina.
Richard: I think on your menu list actually has a percentage of how much of each
beer is locally sourced.
00:40:00
Sean Wilson: That's right. And you would never know by tasting, say, the
Unscripted, an India Pale Lager. You're not gonna know that that's 88% local by
weight. And that of course, doesn't include the water, but that's all North
Carolina grown barley and not local hops. You're gonna taste that as a hoppy,
crisp lager. And the fact that it has local ingredients as the base of it means
a lot to us. How we communicate that to the customer is a challenge. I think we
could do a better job of telling that story, even here at the tavern. Maybe more
on social media and on our website. A lot of people just don't care. They're
just gonna have a Rocket Science, they don't know anything about our mission.
And that's okay, but I'd love to be able to tell that story more and more about
00:41:00the importance of agriculture in North Carolina, and to have people fall in love
with it. Not for our sake, for our sales, but to really do what we can to see
this southern beer economy through.
Sean Wilson: We're very passionate about the southern farm, and beer just
happens to be a vehicle we express our passion for the land and for community.
Richard: And you're also involved in local sustainability and community
engagement efforts. Is there anything you want to say about that?
Sean Wilson: I think a lot of breweries are. We just have our own unique spin on
it. So we work hard to be a mirror to Durham as a progressive southern city, and
we take pride in that, in being unabashedly progressive, for standing for things
that we believe in, that reflect the spirit of Durham. And so a lot of our
00:42:00events or political opinions or fundraisers will have that element to it if
we're involved in it. For example, gerrymandering. Gerrymandering is evil and it
sucks, and it leads to divisive things, like HB2, which was a very negative
thing for our state and was done only for political gains. And so if we and
Trophy and others who are passionate about ending gerrymandering and getting
fair districting in the state can help raise awareness.
Sean Wilson: Then, it fuels that vehicle for getting people to think about this
complex issue called gerrymandering, then we're doing our job. We're also
heavily involved in endeavors like the Triangle Land Conservancy, where we
00:43:00regularly forage for ingredients on this land that's managed by TLC and forever
protected from development. If we can get people to think about wandering those
lands and taking advantage of this great public resource, for thinking about
what a black walnut is or what persimmons are through beer, then we're doing our job.
Richard: And Fullsteam opened a kitchen in April of 2017?
Sean Wilson: Yes.
Richard: What was the thinking behind adding a food program?
Sean Wilson: What was your thinking? Is that what you mean to say?
Richard: Yes.
Sean Wilson: What were you thinking? I don't know what I was thinking. No, I do
know what I was thinking, it's just been it's own beast for sure. We relied very
heavily on food trucks for our food here for seven years or so. We were a place
for food trucks, and that served us well until the food trucks didn't show up.
And we couldn't really tell the story of how beer and food pair wonderfully
00:44:00together. I'm not sure that we still can tell that story, because we have to
meet customer expectations. And our patrons don't want anything too, too fancy.
So how can you really tell the story about how great beer and food is when
you're doing tater tots, I don't know. But tater tots are delicious, and if I'm
at brewery, I might order them as an example. So we've had some growing pains
with food, and I think we're finding our niche and our way. I think a lot of it
really just comes down to we wanted to be able to manage the customer experience
and there were too many variables when food trucks didn't show.
Sean Wilson: Food trucks had a moment here, going back to Durham and Durham's
ascendancy. Food trucks were a big part of the vernacular, and now it's a known
factor. And so brewery of our size, of our era and age, we have to innovate. We
00:45:00can't stand still. We can't just be like, "Well, this is who we are and this is
what we do." Even though I have this background, no one cares. Even though I
have this history, no one cares. Even though we've had this track record, no one
cares. It's about right now, and I get that, but that means that you have to
constantly innovate and adapt, and exceed customer expectations. But invention
is the name of the game. And so actually coming back to beer, that's a big part
of why we do things like New England style IPA. I thought you were a southern
brewery, but why do you make a New England style IPA?
Sean Wilson: Well, it's because that's what customers want, and also because
they're delicious. They are very tasty beers. So while we have this passion for
southern ingredients, we also are mindful that we have to meet customers where
00:46:00they're at and what they want. And so I'm particularly passionate about the
fusion of that, where we can connect our love of southern culture with emerging
styles that are not from here. And so we have a beer that's coming out, it's a
paw paw New England style IPA, which is a morning zoo show style of beer if ever
there was one. It just happens to be a radio station in the south. But I'm okay
with that because it's gonna be delicious. It's gonna take native paw paws,
farmed by Wynn Dinnson in Siler City, between Siler City and Pittsboro, and
marries that curious, dank, mysterious fruit, with the lively juicy, buoyant New
England style IPA. And I'm looking forward to that.
Richard: So how do you see Fullsteam growing in the future?
Sean Wilson: Well, we remain in the awkward teenage years. We're frozen in time
00:47:00in this awkward teenage era, where I don't exactly know where we're taking it. I
have a vision for it, but you start seeing, at this moment in time, the
consequences of breweries growing too quickly. I'm actually pretty conservative
for someone who comes down. We've been pretty methodical about our growth, but
we are at capacity, running efficient equipment. And we're at a point where we
need to figure out where we're taking this thing. So I'm looking at some
options, but nothing's yet set.
Sean Wilson: Ultimately, we want to be a land mark brief for the south, but we
want to be anchored in Central North Carolina. Definitely the movement is local,
local, local. I don't think that's gonna change, but I think we have a lot of
opportunity to be the craft brewery of central North Carolina, of this region,
and hopefully be on it.
00:48:00
Richard: So what is it like working in the craft brewing industry today?
Sean Wilson: What is it with your ambiguous questions. What is it like? What is
it like? Well, it's fascinating, it's exhausting, it's ever changing. There's no
laurels in this industry, so you can't ever sit still and think you've
accomplished anything or earned anything. It's very forward thinking, very fast
paced. That said, we've worked well at creating methodologies and systems that
manage a bit of this chaos. And so right now, what it's like working in the
00:49:00industry is we feel like we have got a good handle on who we are, what we stand
for, and where we're going, and how we get there. And so as a business, even
though the industry is ever changing, we feel very solid and anchored as a team.
And we know what we're trying to accomplish and what our goals are. I couldn't
imagine not having that. Well, I remember not having that because we've grown
and matured as brewery, I've matured as a leader.
Sean Wilson: I remember those days when it was too phonetic and too stressful.
So it's still very stressful, but there's a sense of quiet confidence about our
ability to accomplish what we're trying to do here. Also, too, I've gotta hand
it to our brewers who just make great, delicious beer, and very few missteps.
Brian and crew are just so amazing that they really deserve the credit for
00:50:00anything. If you ever think of Fullsteam in a positive way, it's because of
them. I'm just the mouthpiece.
Richard: So how would say then, based upon my vague question what it's like to
work today, how would you use that to compare to what it was like when you got started?
Sean Wilson: As Fullsteam itself or as the industry?
Richard: How about the industry?
Sean Wilson: Yeah, that's a different take. So the industry, when we first
started was a lot more what could be aligned with who Fullsteam was? What could
be the sense of optimism, and excitement, and enthusiasm. Now, craft beer's a
known thing and there's great craft beer throughout the state, which is awesome.
But I also think there's a sort of a smugness and a loss of joy a little bit
00:51:00amongst consumers as they just expect very beer to touch their lips to be an
experience. And I hope that we can return to a point, or come full circle where
the industry and it's consumers recognize that beer can be very well constructed
and well made, but it doesn't have to have 20 different ingredients competing
for your attention. It can just be what it is and a sort of self-actualization
about it all. We're not at that stage yet, we're in that, "Look at us," stage as
an industry. Not universally, but there's a lot of that out there.
Sean Wilson: It's the good and the bad of the Untappd, and the ratings, and all
00:52:00of that. A lot of brewers would say it just bums you out a little bit when
somebody would rail on a well-balanced, well made beer that's just trying to be
a good pilsner. All it's trying to be is a pilsner. Just let it be a pilsner.
It's a weird industry, if you think about it. I don't eat a hot dog, and I
finish it, and I'm just like, "It's pretty good, for a hot dog."
Richard: Yeah.
Sean Wilson: That's all I got.
Richard: It makes me think of the way about the wine industry and how that can
very much be that way.
Sean Wilson: Yeah, but wine is a lot more chill now than beer. Wine people are
just like, "Yeah, there's a time and a place for every wine." Sometimes, I
really wanna geek out about this Hudson, or this Edna Valley this or that, or
00:53:00this first growth. But sometimes, I'm good. I'm good with glass of pinot. It's
good, it's a really good glass of pinot. We'll get there.
Richard: So speaking of getting there, we talked about currently in the past, do
you see a direction, or that sort, forming for the next few years of North
Carolina craft brewing? Five years?
Sean Wilson: Five years at what?
Richard: What do you see as trends maybe?
Sean Wilson: I think we'll get to that point where there will be that sort of
actualization and happiness about the moment. Right now, there's a lot about
beer for the chase, and I like beer for the moment. That's just where my heart
is. And beer for the chase is fun. Do you know what I mean by that? Should I
explain that?
Richard: Go ahead.
Sean Wilson: Yeah? It's like a leading question. Would you like me to explain
00:54:00that? Of course you would.
Richard: Of course. Please explain that.
Sean Wilson: Thanks. You can tell I'm getting giddy from my one sip of beer
right here. Beer for the chase is the race, the frenetic getting in line and the
trading, and the tickers, and the ISO's, in search ofs, and all that. Maybe five
years from now, maybe 20 years from now, we will have no idea what ISO and FT
means. And most people don't now what that means. And what it means is in search
of, and for trade. Those are all fun things, there's a subset, but it's a very
noisy subset of the industry. And I think a lot of those people would be like,
"Cool, I remember when I was that guy," because I was that guy. That's what got
me into beer. I was that guy who literally wrote on beer advocate, "I'm not sure
I love Anchor Steam anymore?" Has it changed? No, the recipe didn't change. I
00:55:00just was starting to discover other things. And I thought Anchor Steam is boring now.
Sean Wilson: But you come back and you just appreciate Anchor Steam for its
legacy and for what it is, and for the moment. And there are moments for a Steam
beer, there are moments for a good pale ale, there are moments for crazy
macadamia nut coconut gozas. But one isn't better than the other, and I hope
we'll get to that point, where there's still this audience that's like, "I'm
over here. You're into craft beer? Yeah, but I'm over here in craft beer."
You're over here? No, I'm over here. And we are in, again, I said morning zoo,
I'll use this other phrase that I use. We're in a dada stage right now of beer.
It's just absurd. It's so weird. It's dadaism, but dada can be beautiful. It's
just all these other expressions of art that are also beautiful. And I think
00:56:00we'll come full circle to realize that beer is an expression of art. We all are
our own artists. Brewery's are artists that have a pallette that we work with in
this genre.
Sean Wilson: Now, us as Fullsteam, we've evolved somewhat in our expression of
that art, just like I think a good artist doesn't get stuck in her own ways and
create the same sort of art, redundant. But just challenges and pushes
themselves in new directions. I hope that in five or ten years, we'll take a
giant chill pill and understand that there's been beauty in all of this, but
that beer has its place as a moment in community and with food, and doesn't need
to be the be all end all. The other thing that I worry about is that we don't
00:57:00get to that point, and that there's a whole audience that's just like, "Oh, my
God. You're into beer? I don't get it." And that there's wholesale tailing off
of it because it has failed to become accepting and inclusive, which is what got
me into beer in the first place.
Richard: So this was your third year being a James Beard Award semifinalist, and
Fullsteam just brought home three Good Food awards. So how does that feel?
Sean Wilson: It's very satisfying, for sure. Both are incredibly rewarding and
for us, it speaks to our niche of beer in food and working well together. And
the good food awards is not something that a whole lot of beer enthusiasts know
about, and maybe not even a whole lot of breweries. But to see Brian
00:58:00[Mandeville, head brewer at Fullsteam] receive a medal from Alice Waters of Chez
Panisse, the godmother of the local food movement. To have my own experience a
couple years ago of Carla Petrini, the head of Slow Food International do the
same for me, it's a very satisfying and wonderful to be amongst the peers of not
only other breweries that have won Almanac and Jester King, and a number of
others that have a similar ethos to us in sustainability and local ingredients
and flavor. But also other makers, because the good food awards obviously food.
Beer is just one of the genres, one of the categories. The James Beard thing is
its own curiosity. I have no idea how that all happened.
00:59:00
Sean Wilson: But I had received a semi-finalist nod in, I think it was in 2012
and 2013. And then to have it again five years later after I was like, "Okay,
well happened and that will never happen again." To have it come again in 2018
was just immensely satisfying. Yeah, thank you.
Richard: You're welcome.
Sean Wilson: But I'll also say, it was really cool, too, to share that honor
with Leah Ashburn of Highland, who I think dearly of.
Richard: Great. Do you have a favorite beer from a North Carolina brewery other
than your own?
Sean Wilson: No. I'm just kidding.
Richard: I'll let it run. Feel free to continue.
Sean Wilson: I really love what free range does in Charlotte. Of course, the
have a similar ethos, so I'm biased on that one. Basically, in anything from
01:00:00them, I gravitate towards. And then the whole world of breweries expressing
local. Be it, Haw River, or Fonta Flora or Mystery, Free Range, of course.
Wooden Robot does a lot in that arena. Coming back to the southern beer economy,
we were seen as pretty weird in 2010 when we made a beer with local wheat and
local basil. That was very far out. I literally got hate mail in my inbox. I
literally got people saying, "You shouldn't even bother. Leave brewing to the
pros, to other states." And they listed the other states, which was very strange
in retrospect because they said "leave brewing to Washington, Oregon, Michigan,
01:01:00and California." They were very specific with who should be allowed to brew. And
North Carolina wasn't one of them. To me, that was just motivation, just like
[Jim] Jacumin [former North Carolina state senator] saying that his rhetoric
back in the day with Pop The Cap, that it would lead to more academic suicides
and more abortions. All the stuff motivates you because you know you're on the
right track.
Sean Wilson: Just like when we, in our community endeavors, people say to us,
"Shut up and brew beer." You know what that tells me? We're doing something
right. We're on the right track. So when we brewed a beer with local basil, and
local wheat, and people were like, "What the hell are you doing? What is this
madness?" We knew we were on the right track. And the whole idea of a southern
beer economy, is that we wanted to pioneer it, we wanted to be the first, but
economy means that there's a collective of businesses doing this thing. If it
was just us, it'd be a southern beer business. But it's an economy, and so the
01:02:00beers that I love tend to be breweries that express that flavor of the south,
using local ingredients who help fulfill this vision that we had of the beer
economy, of the southern beer economy.
Richard: What would you say Fullsteam's flagship there is? If you have one.
Sean Wilson: What I would say is different than what the numbers say. The
numbers would say it's Rocket Science IPA because people love IPA's. Now, it
does have 10% local ingredients, it has a nominal amount. That's about all we
can afford in a mass produced hits at the store's shelves at about $10 a six
pack. Using local ingredients, it's only so much we can do there in that arena.
The one that I would love to say is that flagship is Humidity, which speaks more
to a sense of place. Humidity, it is the South, we're trying to put a positive
spin on what sometimes people associate as a negative thing, but it does make
you feel a sense of place. And it also uses triticale, which is North Carolina
01:03:00grown cross hybrid between wheat and rye that's grown in Eastern North Carolina
and malted right here in Durham by Epiphany and then of course brewed by us.
Sean Wilson: So that inclusion of local ingredients ups the percent local in a
year-round beer for us that we hope will catch on. And not just be a seasonal
for us. We do offer it year round, but it does have this kind of seasonal push
because people are like "craving that Humidity" because they do that Pavlovian
association, which I get. The name is Humidity. But I hopeful that over time,
we'll see Humidity sale out pace Rocket Science.
Richard: And what's your personal Fullsteam beer?
Sean Wilson: These days, what I really love is this dead nettle gose. It's part
of our Farm's Edge series. So Farm's Edge is exploring this magical space
between the productivity of the farm and wild of the woods, the edge of the farm
where magic happens. And this gose is made with foraged dead nettle. It's
01:04:00basically a grass or a weed that grows natively and has a slightly bitter,
somewhat minty taste to it. And the inclusion of that and lemon and Bulls Bay
sea salt from Charleston in a very refreshing gose. It's a Brian recipe, it's a
Brian [Mandelville] vision from start to finish. It's super delicious. We
started with Pop The Cap, but it's funny, but not surprising, that the beer I
mentioned is so not an above 6% beer. It was never about brewing high alcohol
beer. You look at our list and we have above 7%, we have maybe five above 6%,
maybe five on that list. So about a third. Like I said, a third of the world's
01:05:00beer styles. And here we are with about a third of our beers above 6%.
Sean Wilson: So it was never about wanting to brew or specialize in high alcohol
beer. It was wanting to brew the full range of styles that beer affords us. And
yeah, my choice is a goza. It sits at four and a half percent. 4.7%.
Richard: Is there anything else you'd like to add.
Sean Wilson: No, these are great questions. I can't think of anything else.
Yeah, I think anything else that I'd add would be self-indulgent. I'm good.
Richard: Awesome. Thank you very much.
01:06:00