“We stick that tiger cow on anything… anything we stick that IPA cow onto, it sells out like in an instant.” Gemma Smith of Brave Brewing on their iconic mascot.
In this installment, we head down to Hawke’s Bay to chat with Matt and Gemma, the husband-and-wife team behind Brave Brewing Company. Celebrating ten years in the business, Matt shares his origin story, tracing his roots from a passionate Auckland homebrewer filling kegs in a shared flat’s laundry room to winning the 2013 National Homebrew Competition. Seeking a more affordable lifestyle and support from family, the couple moved back to Hawke’s Bay, where they famously launched their commercial brewing journey straight out of their home garage and built a loyal following by pouring flagons at the local farmers’ market.
The conversation naturally turns to Brave’s legendary flagship beer, Tiger Milk IPA. Originally designed as a softer, more approachable take on the traditional West Coast IPA, it has evolved into a local phenomenon that now impressively makes up about 60% of their entire production. Gemma dives into the massive success of their quirky “Tiger Cow” mascot, which has cultivated a cult-like status that sees their merchandise selling out instantly and fans wearing their shirts all over the world. We also explore the brewery’s unique and steadfast commitment to packaging their beer in bottles rather than pivoting to cans, preserving a sense of old-world charm that visually sets them apart in the supermarket fridge.
Finally, Matt and Gemma offer a refreshing perspective on what success looks like in the modern craft beer landscape. In an industry that often glorifies rapid expansion and nationwide distribution, the duo explains their conscious choice to remain a hyper-local, community-focused taproom. They candidly discuss the importance of work-life balance, raising their two children, and avoiding the immense stress and debt that often accompany scaling up a facility. It’s a reminder that sometimes, the ultimate goal isn’t world domination—it’s just making great beer for your neighborhood while taking care of your team. Settle in, crack open a fresh bottle, and hit play for an inspiring conversation about family, community, and the love of great beer!