A Q&A with Drew Hurst & Matt Schwandt from Bauhaus Brew Labs
Dissonance decided at inception to keep alcohol out of the picture at our events. The reason isn’t just health and wellness. It’s also inclusivity. People who drink can pretty much go out anywhere music is playing without immediate risk to their well-being. Not all folks in recovery can do that. Whether or not you're in recovery, Dissonance events are for you. Plus, we love demonstrating that alcohol doesn't have to be part of the social equation even in spaces where it is traditionally expected, like concerts - or breweries!
On that note, we talked to Matt Schwandt, President and Co-Founder, and Drew Hurst, Director of Operations, at Bauhaus Brew Labs to learn more about their decision to go alcohol-free for our 2023 Ghost Notes event.
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Thank you so much for hosting Dissonance for our rescheduled Ghost Notes 2023! How are you familiar with Dissonance?
Nah - non-alcoholic options from Bauhaus Brew Labs
Drew Hurst: I’ve been familiar with Dissonance since its inception at McNally Smith College of Music. In addition to being an alumnus, I worked at the college for several years and was around in the early days of Sarah (Souder Johnson) and David (Lewis) getting the first Dissonance events off the ground. It was such an important initiative to be taking on in that space at that time and it’s been really great to watch from afar as Dissonance has continued to grow and further its mission.
Dissonance is an arts and mental health nonprofit that features musicians' stories as they relate to mental illness and addiction recovery. A lot of the staff at Bauhaus are creative folks, right? How are those topics relevant in your own art/music/performance lives?
Drew: While being an artist isn’t a requirement to work at the brewery, it’d be easy to look at our staff and think otherwise. Most of us at Bauhaus are creative types with outlets ranging from music and painting to photography and acting. Brewing in itself (especially at a place with as diverse a product lineup as Bauhaus) is also an art as are the many adjacent processes and elements that go into taking a product from the idea phase and into a pint glass.
The intersection of creativity and mental health is an extremely important topic for anyone in the arts. I think any of us in the creative spaces can relate on some level to the strain on our lives and feelings of isolation that mental illness can create. Speaking from my own experience, so many of us step out from a place of lacking the tools, resources, and often even the basic vocabulary to effectively confront mental health issues. While the arts can be a very healthy and therapeutic way of coping with mental illness and other struggles, one of the biggest strides we can make is creating spaces and platforms via which there can be healthy dialogue and, ultimately, de-stigmatizing mental illness.
Matt Schwandt
What went into Bauhaus’ decision to brew NA beer? What is the history of your Nah product line and working with ABV Technology?
Matt Schwandt: Six years ago, a personal health crisis became the catalyst for me to re-evaluate my own relationship with alcohol. In 2017, I found myself grappling with a diagnosis of acute pancreatitis, a condition that necessitated a complete lifestyle transformation. It was during this tumultuous period that I made the life-affirming decision to abstain from alcohol. My journey of sobriety soon caught the attention of the co-founders at Bauhaus, leading several of them to also opt for a sober lifestyle.
As we at Bauhaus were navigating this new chapter, an opportunity for innovation presented itself. Ben Jordan, the CEO of St. Paul-based startup ABV Technology, reached out to us. ABV Technology was making waves in the brewing industry with their groundbreaking technique for de-alcoholizing beer, tailored specifically for craft breweries. This was the perfect solution for Bauhaus, which had been deeply ingrained in the craft beer culture.
This partnership paved the way for the introduction of the “Nah” series at Bauhaus’ Northeast Minneapolis taproom. Our passion for craft beer culture was undiminished, even as we embraced sobriety. The ‘Nah’ series was our way of staying true to our roots while also catering to our new lifestyle choices. The Munich-Style Helles Lager from the “Nah” series made history as the first canned non-alcoholic beer from a Minnesota brewery since prohibition. The name ‘Nah’ is a personal mantra. It’s what I say when offered alcohol: ‘Nah, I’m good.’ It symbolizes a choice, a declaration of independence from alcohol. This simple yet powerful statement has become the ethos of the “Nah” series, embodying the spirit of choice and wellbeing.
How does working with community organizations relate to your business mission?
Drew: Working with community organizations is a massive part of our business ethos. We’re part of an incredibly vibrant community here in Minneapolis and it’s a no-brainer to us that supporting our community through these sorts of partnerships should be a necessary part of how we operate. Whether it’s fundraising for local schools, rallying for social causes, or partnering with organizations like Dissonance, we have a responsibility to participate in the community from which we benefit. As a business, it’s also one of the best ways to establish authentic and meaningful connections with the people who support us, and it energizes us in so many ways.
An alcohol-free block party at your brew lab seems potentially bad for business. Do you think people know about your great NA options? What can people expect at Ghost Notes?
Matt: We completely understand why hosting an alcohol-free event at a craft brewery might initially seem counterintuitive, or perhaps even detrimental to our business. However, our experiences and the trends we are observing tell a significantly different and more promising story. By consciously fostering a welcoming and inclusive environment, while simultaneously expanding our non-alcoholic product line, we are proudly tapping into a rapidly growing demographic of mindful drinkers, and those who have chosen a lifestyle free from alcohol.
Hosting Ghost Notes at Bauhaus Brew labs is a bold statement—it’s a declaration that a craft brewery can be a space for everyone, regardless of their drinking preferences. As owners, operators, and advocates of a sober lifestyle, we are immensely proud to step up and showcase the rich variety and unparalleled quality of our non-alcoholic beer options. We've noticed a shift in consumer behavior, with more people actively seeking out non-alcoholic alternatives, and we believe that not everyone may be aware of the fantastic options we offer. That's exactly why Ghost Notes is such a cool event for us—it’s a golden opportunity to put our NA beverages in the spotlight, demonstrating that non-alcoholic doesn’t mean compromising on taste or experience.
On Ghost Notes day, attendees can anticipate a vibrant atmosphere filled with great live music, setting the perfect backdrop for a day of discovery and enjoyment. Our guests will be treated to our unique Bauhaus twist on flavor, innovation, and community, all coming together seamlessly. It's more than just a showcase of our non-alcoholic range; it's a celebration of a lifestyle, an invitation to explore new tastes, and a testament to our commitment to inclusivity. We are ardently looking forward to welcoming everyone—long-time fans and newcomers alike—to join us on Ghost Notes day. It's a day to celebrate, to embrace the alcohol-free lifestyle, and to challenge any preconceived notions about what a brewery event can be.
What is coming up with Bauhaus that you’d like the Dissonance audience to know?
Matt: Bauhaus recently announced an exciting development that will play a significant role in shaping the future of the brewery. In early 2024, we are set to launch an innovative new line of non-intoxicating functional beverages, meticulously crafted to cater to the growing demand for wellness-focused drink options. Our upcoming range is not just about removing alcohol from the equation; it's about adding value and enhancing the drinking experience with a host of wellness-centric ingredients. We’ve delved deep into the world of adaptogens, nootropics, antioxidants, and electrolytes to create beverages that do more than quench your thirst—they offer a rejuvenating and beneficial experience for both mind and body.
We understand that today’s consumers are more health-conscious than ever before, and there's a growing interest in beverages that contribute positively to overall wellbeing. That's exactly what our new line aims to provide—a collection of drinks that are not only delicious and refreshing but also packed with ingredients known for their health-enhancing properties. At Bauhaus Brew Labs, we are continually inspired by the potential to innovate within the non-alcoholic space, and this new line of functional beverages represents our latest and most exciting venture yet. We believe it’s a step toward redefining what a non-alcoholic beverage can be, offering an alternative that doesn’t compromise on taste, quality, or the sense of occasion that comes with enjoying a finely crafted drink.
We are eager to share this new venture with our alcohol-free audience and the wider community, as we believe it aligns perfectly with a mindful, wellness-oriented lifestyle. So, stay tuned and get ready to experience a new dimension of non-alcoholic beverages, crafted with care, innovation, and a deep commitment to your wellbeing. Bauhaus Brew Labs is on a mission to elevate your drinking experience, and this is a journey we can’t wait for you to join!
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Ghost Notes is taking place at Bauhaus Brew Labs in Minneapolis on Sunday, November 5, 2023, from 1-6:30 pm.
