There’s no denying that Matt Sorum marches to his own beat. After years of making hit records with Guns N’ Roses and Velvet Revolver, he transitioned to a new pet project — brewing craft American lagers in southeastern Brazil.
So, what does a Rock and Roll Hall of Famer know about making beer? For starters, Matt isn’t your typical musician — he’s a serial entrepreneur with six companies and a seat on UCLA’s Global Blockchain Business Council.
Beyond that, Matt sees a natural connection between music and his latest venture. Just like his first passion, The Drummer Beer is all about finding the rhythm in life.
Recently, we caught up with Matt to learn more about his journey and hear his advice for fellow entrepreneurs.
01 Why did you start The Drummer Beer?
I started The Drummer Beer after many travels to the wonderful country of Brazil. I met some great folks in the town of Piracicaba, a few hours outside of the city of São Paulo. I discovered an incredible distillery called Cerveja Leuven, which was created in an old sugar mill factory.
There, I met an incredible group of people making Belgian-style beer with immense attention to detail. That’s when the idea came and everyone was excited about the possibilities. With that, The Drummer Beer was born.
02 What obstacles did you face along the way?
The global situation over the last few years made it difficult to import and ship beer to the United States. But, as they say, timing is everything — now, The Drummer Beer has finally arrived. Anything is possible with a great team and our team is passionate about the future.
03 What lessons do you have for other entrepreneurs?
I know quite a few musicians that have gone into entrepreneurship like I have. There are some similarities between the two. Whether you’re in a band or starting your own business, dedication is key. So, set your goals and go after them. Nothing comes easy, but it’ll all be tremendously rewarding when everything finally comes to fruition.
I came to Hollywood as a 19-year-old kid and didn’t make it for almost ten years. That experience taught me the meaning and value of perseverance. When you believe in yourself, you find a way to just keep going.
04 What’s on the horizon for The Drummer Beer?
We plan to build the brand across North America and, hopefully, the rest of the world. Our beer is based on the rhythm of life. Everyone has an internal clock and The Drummer Beer is more than just a beer — it’s a part of you. This is just beginning and there are many exciting plans and ideas on the horizon.
05 How do you keep work/life balance? What drives/inspires you?
Creating has always been part of my life through music; this is no different. Creativity drives me — it’s always exciting to create something new. I’ve chosen professions that are about community and people. My travels around the world playing music to great fans never felt like work. My relationship with The Drummer Beer community will hopefully develop the same way.
I’ve always believed in doing what you love. The Drummer Beer is no exception — it’s pure love.
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