What is your brewery’s story? There are many reasons you want to run your own business, brew your styles of beer and create your unique experience for customers. Maybe the most important step in the branding process is to clearly define your story, culture and product experience. Austin, Texas’ Jester King Brewery does that beautifully in the eight-minute-plus film above. Jester King ambassadors Averie Swanson (head brewer), Eric Kukla (tasting room manager) and Jeffrey Stuffings (founder and owner of Jester King) discuss their magnetic vision of a farmhouse brewery.

“Here at Jester King, we focus on a very specific style of brewing. We make farmhouse ales,” explains Stuffings in the video above. “What is a farmhouse ale? To me, at its core, it’s a beer that has a connection to a place, a time and a people. If you go back in history, across western Europe, there used to be little farmhouse breweries dotting the landscape, and every single one of those breweries would make beer that was a product of the land, the air, the water, the environment, the agriculture and the season. That’s what we really strive to do as well.”

The mini movie captures the bucolic allure of Jester King’s farmhouse beer destination located on 165 acres of land on the outskirts of Austin. It’s also beautifully filmed and scored. I could personally just listen to Swanson talk about her philosophy for brewing all day long.

“I think we are trying to translate texture,” she says in the film. “We use ingredients from the property when we can. We use raw grain. We use resources and ingredients that have more texture to start with, right. They’re a little more rustic. They’re not refined. They’re not overly processed before they come to us. I think that the people that make farmhouse beer tend to have texture as well, right. They’re interesting experiences that you’ve had that make you the person that you are.”

We suggest you watch the film at least once up above.