October 18, 2018
NEWBURGH, N.Y. -
Anthony Scardillo, assistant professor of Marketing at the Mount (far left) invited Larry Stock, co-founder of Mill House Brewing Company and the Mill House Pub (next to Scardillo) to talk about his business with Scardillo’s class. While students didn’t get to sample Stock’s beers, they did learn much about the local brewery industry.
Larry Stock, co-founder of Mill House Brewing Company and the Mill House Pub, discussed his business success at a presentation for Mount Saint Mary College students on Thursday, October 11.
The talk was part of an international marketing class taught by Anthony Scardillo, assistant professor of Marketing.
Stock and Jamie Bishop – who have been best friends since fifth grade – founded the company in 2013 in the basement of Stock’s home. What started as a hobby for the two men soon attracted a large following. In 2016, they expanded their business to an 8,000 square foot building on Mill Street in Poughkeepsie, N.Y. The brewery is state-of-the-art, Stock said, and equipped with a 20 barrel (about 630 gallon) system.
Stock is a member of the Brewers Association, a not-for-profit trade craft-beer association made up of more than 4,000 member breweries nationwide. Their mission is to promote American craft beers, both domestically and abroad.
Stock explained that there is a great deal of risk involved with shipping their product overseas, as his product is unfiltered and unpasteurized, like many commercial beers. Therefore, it has a much shorter shelf life. One of the biggest risks the craft beer exporters have is the possibility of their shipment getting held up in customs because of improper or incomplete paperwork. Another one of the obstacles that he first faced was the need to re-print all their labels since the necessary information (such as alcohol volume) changes from country to country.
He said the company relies on a combination of primary and secondary data to make decisions about what countries – and what beers – they should concentrate their marketing efforts on.
For example, Stock’s offerings include a cucumber cream ale, chiefly marketed in the United Kingdom. Stock explained that cucumber sandwiches are a popular afternoon snack in many cities, and that this beer complements those sandwiches with a very distinct cucumber taste.
Professor Scardillo is an award-winning professional with more than 30 years of experience in international, national, regional, state, and local advertising, marketing, and sales. His research focuses on improving the workplace environment by creating fun and engaging cultures for employees.