Good People Brewing Company

What Good People Brewing Company does

Good People Brewing Company is a privately held craft brewery founded in 2008 and headquartered at 114 14th St. S. in Birmingham, Alabama. Its core product portfolio centers on the flagship Good People IPA (an unfiltered, dry-hopped IPA that the company self-reports as the "#1 selling IPA in Alabama for the last 10 years"), alongside Good People Pale Ale, Snake Handler Double IPA (10% ABV, "most requested beer"), Hazy Snake IPA, and Muchacho Mexican-style lager. The Funk Farm sub-brand, launched in 2015, runs a mixed-fermentation sour ale program with 70 barrels (predominantly wine, plus some bourbon) aged with wild yeast and bacteria; Funk Farm beers are sold exclusively in the taproom. The brewery also offers hard seltzers and spirit-based draft cocktails on draft, plus NA kombucha and Coke products in the cooler.

The commercial model combines direct-to-consumer taproom sales at the Birmingham taproom (using Arryved for to-go orders) with wholesale distribution across Alabama, parts of Mississippi, Georgia, Middle Tennessee (Nashville, Murfreesboro, Franklin), and the Florida Panhandle. The 11-50 employee single-site operation partners with City Brew Tours for tour bookings and with Los Valedores Tacos (Wed-Sun) for on-site food service, and accepts private event and table reservations. Merchandise (apparel, gear, glassware) is sold through a Shopify storefront. No financial, ownership, or leadership information is publicly disclosed, and no funding rounds, M&A activity, or institutional investor participation is documented in the available materials.

Name

Good People Brewing Company

Legal name

Good People Brewing Co.

Website

https://goodpeoplebrewing.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Good People Brewing Company is a privately held craft brewery founded in 2008 in Birmingham, Alabama, producing a portfolio anchored by its flagship Good People IPA and operating a taproom with wholesale distribution across Alabama, parts of Mississippi, Georgia, Middle Tennessee, and the Florida Panhandle.

Ownership category

akta.pro rank

Product category

Craft Beer

NAICS

Breweries (31212), Drinking Places (Alcoholic Beverages) (722410)

SIC

Malt Beverages (2082)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Taprooms & Brewpubs (CRANACAF), Craft Beer Bars & Taprooms (THAFAEAG)

Keywords

• Craft beer brewing
• Barrel-aged sour ales
• Taproom beer sales
• Craft beer distribution
• Brewery merchandise

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Beer Sales (Taproom): Direct beer sales at the taproom, including drafts, cans, and bottles for on-site consumption and to-go purchases. Beer menu includes IPA, Pale Ale, Hazy Snake IPA, Snake Handler DIPA, Muchacho Mexican-style lager, and Funk Farm sour program.
2. Beer Distribution: Distribution of packaged beer (cans, bottles) throughout Alabama, Mississippi, Georgia, Middle Tennessee, and Florida Panhandle through wholesale distribution channels.
3. Merchandise Sales: Online merchandise sales including apparel, gear, glassware, and accessories through Shopify storefront.
4. Private Events: Private event bookings and table reservations for group gatherings at the taproom venue.
5. Food Service Commission: Third-party food vendor (Los Valedores Tacos) operating at taproom Wed-Sun, generating commission revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Good People Brewing Company is a craft brewery headquartered in Birmingham, Alabama that produces and sells a portfolio of beers led by its flagship Good People IPA, complemented by Snake Handler Double IPA, Hazy Snake IPA, Good People Pale Ale, Muchacho Mexican-style lager, and the Funk Farm barrel-aged sour ale program. The brewery sells beer directly through its Birmingham taproom and via wholesale distribution across Alabama, parts of Mississippi, Georgia, Middle Tennessee, and the Florida Panhandle, and also offers merchandise, private event bookings, and on-tap hard seltzers and cocktails.

Product overview

Good People Brewing Company is a craft brewery headquartered in Birmingham, Alabama offering a portfolio of beer products centered around its flagship Good People IPA (#1 selling IPA in Alabama for 10 years), alongside complementary offerings including Muchacho (Mexican-style lager), Hazy Snake IPA, Snake Handler (Double IPA), and Good People Pale Ale. The portfolio extends to specialty offerings through the Funk Farm sub-brand (barrel-aged sour ales). Non-beer alcoholic options include hard seltzers and draft cocktails, with NA beverages. Distribution spans Alabama, parts of Mississippi, Georgia, Middle Tennessee, and the Florida Panhandle. The company operates a taproom with private event capabilities and sells merchandise through a Shopify storefront.

Differentiator

Problem solved

Functional benefit

Brands

• Funk Farm: A barrel aged mixed-fermentation sour beer program featuring wines and bourbon barrels, utilizing wild yeast and bacteria for complex flavor profiles. Beers available in taproom only.

Products and services

• Good People IPA
• Snake Handler Double IPA

Quantifiable outcome

• #1 selling IPA in Alabama for the last 10 years

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• City Brew ToursminorChannel Partner/ Reseller/ DistributorCity Brew Tours handles tour operations at the brewery. They book and manage brewery tours for visitors.
• Los Valedores TacosminorChannel Partner/ Reseller/ DistributorThird-party food vendor operating at the taproom Wednesday through Sunday. Located at the brewery providing food service to taproom visitors. NO OUTSIDE FOOD allowed Wed-Sun when vendor is present.
• The Blue Truck BhamminorChannel Partner/ Reseller/ DistributorParent company/food truck operation that provides Los Valedores Tacos menu at the taproom location.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TrimTab Brewing Company: TrimTab Brewing is a Birmingham-based craft brewery with an established taproom and Southeast distribution. It directly competes with Good People for local taproom traffic, Alabama retail accounts, and craft beer mindshare in the same metro.
• Cahaba Brewing Company: Cahaba Brewing operates out of Birmingham, Alabama with a taproom and regional distribution. As another home-market craft competitor, it shares the same customer base, channel mix (taproom + wholesale), and local supplier/partnership ecosystem as Good People.
• Avondale Brewing Company: Avondale Brewing is a craft brewery based in Birmingham, Alabama that operates a taproom and distributes across the Southeast. It is the most direct geographic and category peer to Good People Brewing — competing for the same Alabama craft drinkers, taproom visits, and regional wholesale shelf space.
• Back Forty Beer Company: Back Forty Beer Company is an Alabama-based craft brewery (Gadsden) that distributes across the Southeast with an IPA-led portfolio. It is a direct peer in terms of state of origin, product mix, distribution model, and target consumer to Good People Brewing.

Broad incumbents

• Sierra Nevada Brewing Co. Sierra Nevada is a national craft incumbent with broad IPA and specialty beer portfolios. It competes for shelf space and tap handles alongside Good People across its Southeast distribution footprint and serves as a benchmark for craft IPA and hop-forward innovation.
• Bell's Brewery: Bell's Brewery (now part of Lion) is a national craft brewer with a strong IPA and specialty portfolio. It competes with Good People on the same Alabama and Southeast retail accounts, particularly in the IPA category where Good People claims leadership.
• New Belgium Brewing Company: New Belgium Brewing is a large craft brewery owned by Lion with national distribution. Its portfolio (Fat Tire, Voodoo Ranger IPA) competes with Good People IPA at retail across Alabama and the broader Southeast, setting the competitive price/quality reference for independent craft IPAs.
• Yuengling & Son: Yuengling is America's largest independently-owned brewery with deep Southeast U.S. distribution and a portfolio spanning lagers and seasonal craft-style offerings. While far larger, it competes with Good People on Alabama retail and taproom accounts as a regional craft-adjacent incumbent.

Regional players

• Monday Night Brewing: Monday Night Brewing is an Atlanta-based craft brewery with a strong taproom presence and Southeast distribution, including Georgia and Tennessee. It overlaps with Good People's distribution geography and competes for the same craft consumer on taproom visits and retail shelves in Atlanta and Nashville.
• SweetWater Brewing Company: SweetWater Brewing is a craft brewery headquartered in Atlanta with broad Southeast and national distribution. It competes with Good People across Georgia and Tennessee on-premise and off-premise accounts and serves a similar craft beer consumer profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gpbrewing

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good People Brewing Company