Brewery taps new markets with the SBDC’s help
Ballad Brewing opened in Danville in 2017. “The first year, we sold beer in our own tap room to learn what our customers liked and to choose the beers we wanted to put into distribution,” Ballad’s Business Operations Manager Tim Meyers explains.
The brewery was an offshoot of a Danville River District project started by developers Ross Fickenscher and Garrett Shiﬄett. “Ross and Garrett had been working on this building as a third phase of their loft-apartments project,” Tim says. “Rather than rent the lower floor of the building to other businesses, they decided to get into the brewery game themselves.”
Ross and Garrett, who also restored Farmville’s Hotel Weyanoke, had previously worked with the Longwood SBDC. When the brewery needed financing for its bottling line, visiting the SBDC was the logical next step. “I initially reached out to the Longwood SBDC Executive Director Sheri McGuire, and she told us all the things the SBDC had to offer,” Tim explains. He and Aly Fickenscher, Ballad’s Creative Director, have been working with the SBDC team ever since. “SBDC consultant Brandon Hennessey did a fantastic job of working with us to build various models so we could analyze the types of beers we make, change recipes, and approach new markets,” Tim added.
The Hotel Weyanoke opened and so did Ballad Brewing. “Farmville is a small market, but it has a higher volume than we expected,” Tim says. “Now our bottles are for sale in Farmville’s Food Lion plus several restaurants. Then we added Danville, South Boston, and Martinsville.” Tim adds, “Just a few months ago we brought Lynchburg, Roanoke, and Salem into the fold.”
Tim plans to grow slowly until the brewery reaches full capacity. He credits the SBDC with guiding them through this gradual growth process. “They’ve been super helpful in giving us a roadmap so that the growth we’re experiencing is good growth,” he says.
Tim appreciates the long-term relationship the SBDC offers. “When I first started working with the SBDC, I assumed it would be a one-time deal. They would help us get our things in order, and then we would be on our own,” he says. “What we found was exactly the opposite. I can send Brandon new financials any time I have them, and he’s ready to help. I would absolutely recommend the SBDC,” Tim concludes. “They’ve been extremely helpful for a small startup business like ours. I can’t thank them enough for all the help they’ve given us.”