Apple Podcasts
PocketCasts
Transistor
iHeartRadio
SpotifyMike 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.
