Business Owner Story Series #27

Brewing Tradition with a Twist: Geoff and Ben’s Journey with Biersal Brewery

In Seaford, Geoff and Ben have built more than just a brewery - they’ve created Biersal Brewery, a brewpub that’s as much about family and community as it is about beer. Blending traditional European-style beers with creative twists, Biersal Brewery has become a hub for those seeking authentic flavours and a relaxed place to gather.

What began as a way to support Ben’s passion for brewing has evolved into a family venture, marked by unexpected lessons, challenges, and rewards.

After nearly 40 years in corporate banking, working for institutions like National Australia Bank, Toronto Dominion Bank and St. George Bank, Geoff knew it was time for a change. He searched for a new path and found inspiration in Ben’s love for brewing. Ben had spent time refining his brewing skills at a couple of smaller breweries. Recognising that Ben would thrive in his own business, Geoff saw an opportunity to create something meaningful together. And so, Biersal Brewery was born - a place where the family team could pursue their shared passion.

In a leap of faith, the family invested a seven-figure sum into the business despite having no hospitality experience. Their goal was simple yet ambitious: offer an alternative to trendy, heavily-hopped American-style craft beers. Ben’s recipes are rooted in European tradition but feature his own twists - such as a wheat beer with rye malt for a spicy finish or a Belgian IPA, dry-hopped to retain aromatic depth. The business focuses on direct-to-customer retail, avoiding the ultra-competitive wholesale market.

The early days showed promise, with customers visiting the venue and momentum building. However, COVID-19 disrupted everything, and with many new breweries entering the market competition became tougher. Geoff and Ben quickly learned that great beer alone wasn’t enough - they had to engage the community, build awareness, and expand their reach. Farmers' markets and local events became essential strategies for connecting with new customers and keeping the business afloat through tough times.

Running the brewpub has been both rewarding and challenging. Ben has established control of brewing operations, creating beers that reflect his expertise and passion. The venue has developed a reputation for its down-to-earth and friendly atmosphere, making it a popular spot for family functions and private events. Customers often choose the space for birthdays and gatherings, drawn by its casual, welcoming vibe. Over the years, Biersal has hosted everything from trivia nights to live music sessions, becoming a local favourite for those who know about it. The business is also well progressed on its sustainability journey. However, growth hasn’t come as quickly as Geoff and Ben had hoped. They’ve struggled with the seasonal dips in visitation and the ongoing challenge of raising awareness about the brewery. As Geoff explains, “While we’ve had some great events, the challenge is consistently filling the venue and making the most of its potential.”

Looking back, Geoff reflects on a few important lessons. The first is that quality beer alone won’t guarantee success. Initially, they believed that making great beer would be enough to attract customers, but they quickly realised the need to build awareness through markets and events. Geoff also stresses the importance of preparation. “We were pretty naive at first,” he admits. “If I could give myself advice back then, it would be to do more research and get expert guidance. We don’t regret starting the business, but I wish we’d been less overconfident about what it would take.”

Another key takeaway is the need for capital reserves. “In hospitality, there are always unknowns. With seasonal fluctuations and competition, having a financial cushion is essential to keep things running through lean periods.”

Looking ahead, Geoff hopes to make the business self-supporting within the next three years, allowing the family to step back and give Ben more autonomy to lead the business in whatever direction he chooses. Ben, who enjoys experimenting with recipes, is eager to explore new ideas. The team also plans to expand the number of events held at the venue and get more involved in local festivals and community activities. “There’s so much untapped potential,” Geoff says. “We want to do more with the space and become a bigger part of the community.”

Biersal Brewery isn’t just about beer - it’s about family, passion, and creating something meaningful. For Geoff and Ben, the journey has had its challenges, but it’s been deeply rewarding. As they continue to grow, they invite the community to be part of their story. Whether at local markets, festivals, or the brewpub itself, Biersal Brewery offers a taste of tradition with a twist - and a place where everyone feels welcome. So, head down to 27 Hartnett Drive, Seaford for a taste of their beer. Opening hours are on their website:?https://biersalbrewery.com.

Know another business owner with an inspiring story? Nominate them in the comments or connect with me directly. [email protected] https://kirstymitchell.trustedadvisor.com.au

#LocalBrewpub #FamilyBusiness #HospitalityBusiness #BusinessCoaching #Community