"A creative studio that works in beer" — a new take on the Garage Project story

“The way we look at it is that Garage Project isn't just a brewery, it's a creative studio that happens to work in beer. It's always coming up with new beers, new names, the way you put on an event. It’s much easier to think of it as a creative studio that just happens to use beer as its medium.” Howard Greive on the essence of Garage Project.
In this deeply insightful episode, host Michael Donaldson sits down with a truly foundational figure in the New Zealand craft beer scene: Howard Greive. While you might not immediately recognize his name, Howard is one of the original investors behind the iconic Garage Project. He shares his fascinating transition from a long, successful career in the high-stakes world of advertising—specifically navigating the corporate structure of agencies like Saatchi & Saatchi—to diving headfirst into the chaotic, bootstrap reality of launching a craft brewery.
The conversation dives into the unorthodox beginnings of Garage Project. Howard recounts the legendary story of how the brewery was born out of a desire for a creative outlet that wasn't bound by traditional rules or massive budgets. He details their incredibly ambitious first move: committing to brewing 24 different beers in 24 weeks on a tiny, 50-litre kit and launching them out of an old petrol station on Aro Street. With the benefit of his background in advertising, Howard explains how the brand's unique identity came to be, treating Garage Project not just as a brewery, but as a "creative studio that happens to work in beer". This meant relentless innovation, playful branding, and an absolute refusal to be boxed into a standard "core range."
Finally, Howard reflects on the evolution of Garage Project, from its humble, scrappy origins to becoming a global brand and a cornerstone of Wellington's creative identity. He discusses the challenges of maintaining their punk-rock, experimental ethos as the business scaled massively, requiring significant capital investment and a shift from a wild creative project into a serious, structured enterprise. Now having stepped back from the board while remaining a dedicated shareholder, Howard offers a candid look at the ongoing necessity for fresh energy and new investors to keep the brewery pushing boundaries in an increasingly competitive market. Tune in for a masterclass on branding, beer, and business!
If you enjoy this episode please like, subscribe and comment on your favourite podcast platform. If you have any questions, comments or suggestions for future topics/guests feel free to drop us an email at michael@hoppiness.co.nz or martin.bridges@beerbigwig.com.