Inspiring Conversations with Mariah McLead

Today we’d like to introduce you to Mariah McLead.

Hi Mariah, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
We were avid beer lovers for many years before moving back to my hometown of Asheville, NC so that Joel could go to BEER SCHOOL aka he achieved a degree in Fermentation Science. We had been traveling all over the US with my career, which allowed us to immerse ourselves in many different beer cultures.

Joel started his beer career working as a tour guide turned cellarman for Highland Brewing Co and then Oskar Blues Brewing Co in Asheville and along the way, he found this revolutionary system that would change the way we think beer service could occur. One night in Asheville, NC, we took o9ur friend Caitlin and her partner Sam out to a new taproom concept. Upon walking in, Sam was mesmerized by the self-serve reality that was taking place. Customers were pouring their own beverages by quickly activating the digital taps with a wristband with no need to commit to a full glass! Come to find out, they were in fact only paying for what they poured!

So many questions circulated, and Joel walked through everything and why it was simply a better experience for customers. Six months and countless conversations later, the three of us (originally four) got together to finalize the resources and plan for Knoxville to have its very first, and still to this day, only self-serve taproom.

We found a beautiful location in Old City Knoxville, lobbied respectfully with our friends at Knoxville City Council Beer Board to approve our safe and exciting concept, and constructed a taproom like never before seen in Tennessee, 68 digital self-serve taps with the freedom to offer whatever beverages we saw fit – beers, ciders, wine, seltzers, non-alcoholic options, and more!

The ordeal with the Knox County Beer Board created a lot of press coverage leading up to opening due to a new law being created specifically for self-serving alcohol. The incredible thing that we had was the ability to digitally control customers pouring their own beverages, and therefore greatly reduce the chance of unsafe consumption. Many of us have been affected by drunk driving, and we felt that our concept was not only fun but safer than conventional bars or taprooms.

Our grand opening could not have gone better, and to this day, we have enjoyed partnering with our neighbors, other members of the beer community, and many organizations and charities to create an inclusive and safe environment for everyone to enjoy! Four years later, we remain grateful for Knoxville and everyone who continues to have a great time at Pour Taproom Knoxville!

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
We have yet to meet entrepreneurs or business owners who said it was always smooth sailing!

It was a welcoming challenge adjusting to the new environment and the many moving parts of the business. No matter how perfect the systems, team members, finances, products, or services are, none of that matters without getting the “people” formula right. Not only is customer service and team management important, but the ownership team must also delegate and communicate effectively amongst themselves in a true partnership manner.

Long story short, necessary, and sometimes painful, adjustments were made very early in the process, and still become necessary under different circumstances as we continue to evolve in every aspect at Pour Taproom. The ownership team: Joel, Mariah, and Sam have a wide array of professional and personal core competencies that encompass the always-changing functions of Pour Taproom Knoxville. The challenge among partnerships is leveraging those core competencies and personality styles that best benefit the business.

Then COVID-19 came knocking! We reacted intelligently and fast because we had data from our real-time digital system to quickly help us assess the risks and cost control maneuvers necessary to stay not only solvent but financially strong. We were fortunate to receive COVID-19 related grants and loans to further secure our establishment and the several team members on the payroll.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
We were all first-time business owners which came with its own set of new challenges but allowed for each of us to access our personal strengths and fill the roles that are necessary to grow a successful business.

Since opening Pour – Sam has also started his own coffee business Pretentious Pom Coffee which is exclusively found at his dad’s restaurant Pete’s Coffee Shop and online.

(We) Joel and Mariah are currently in the design and budget phase of expanding their self-serve brand in the near Knoxville areas – stay tuned!

Do you have recommendations for books, apps, blogs, etc?
Joel – Fingerprints of the Gods, National Geographic, Traveler, Beer & Brewing Mag, Crypto anything

Mariah – The Celestine Prophecy, Cleopatra’s Daughter, Conde Nast Traveler, Food & Wine, Robinhood

Sam – The Economist, Wall Street Journal, my wife & family, data, data, and more data! Also, more data…

Contact Info:

• Email: knoxville@pourtaproom.com
• Website: https://www.pourtaproom.com/locations/knoxville/
• Instagram: https://www.instagram.com/pourtaproomknoxville/
• Facebook: https://www.facebook.com/pourtaproomknoxville/
• Twitter: https://twitter.com/pourtaproomknox