Mike and Brandy talk with Elliot Johnson III, the owner of Soul Mega, about how the brand blends beer, art, music, and community into one culture-first project.
They cover his collab-heavy brewing approach, the story behind Mega Fest, and what winning Sam Adams’ Brewing the American Dream competition could mean for Soul Mega’s next stage of growth.
In this episode:
- Elliot Johnson III explains that Soul Mega is a brand centered on creative culture and the pursuit of passion, not a traditional brick-and-mortar brewery.
- The conversation kicks off with recent beers, including Soul Mega’s Echo Boom with Cinderlands, a dry-hopped pilsner with Simcoe, Superdelic, Motueka, and orange blossom honey.
- Elliot reflects on Barrel and Flow in Pittsburgh and how beer festivals are evolving into broader beverage festivals with mead, cider, cocktails, sours, and seltzers.
- He walks through several notable collaborations, including work with Port City, Stone, New Belgium, Troegs, Green Bench, Funky Town, Blue Jacket, City State, Lost Gen, Red Bear, and others.
- Elliot says the most memorable collab experience was the Port City and Stone project because it gave him a behind-the-scenes look at Stone’s production facility in Richmond.
- The group discusses how Soul Mega “remixes” beer and city culture by combining beerfest energy with block party energy, music, and visual art.
- Elliot describes Mega Fest as Soul Mega’s answer to the lack of spaces where beer culture, DJs, house music, and socializing naturally overlap.
- He talks candidly about challenges from launching just before COVID to navigating capital constraints, logistics, and shifting consumer behavior.
- The Sam Adams competition win is presented as a growth opportunity, with a collab beer with Boston Beer Company planned for Q1 2027.
