From home brewing in a Victoria flat to becoming a true Kiwi success story, we catch up with Matt from Parrotdog to hear about their journey, his experiences along the way, and his tips on how to introduce or upgrade your craft beer menu for the best local selection.
A Journey from Home Brewing to Craft Beer Success.
Bird-brained to beer brilliance
In 2009, Victoria University student Matt Kristofski created his first home brew. To save money, he joined forces with his flatmate, fellow Victoria University student Matt Warner, and the pair began serving their beer at parties.
Inspired by the booming craft beer industry, with brands like Emerson’s, Tuatara, and Epic leading the charge, their humble home brewing journey began. What started with small kits soon evolved into wider experimentation with raw product and flavours as they realised they had a product people actually enjoyed.
Soon enough, in 2011, Matt number three – Matt Kristofski’s friend from school in Nelson – got involved. Matt Stevens was already working as a chartered accountant, while the others were in the final year of their degrees. The beer-making business was a hobby, but Kristofski admits evolving the idea into a business stemmed from that well-known student goal – not really wanting to get a proper job!
Today, Parrotdog is a powerhouse of Wellington’s craft beer scene, delivering bold, innovative and flavourful brews. Warner is the Brewing Director, Kristofski is the Brand Director and Stevens is a Non-Executive Director, and what started as an economically driven passion project has evolved into one of New Zealand’s most respected craft breweries.
A rocky start
With – by their own admission – ‘no master plan’ to take their craft beer to the next level, the Matts worked on a business plan, securing financing to contract brew their first batches through Mike’s Brewing in Taranaki. This approach allowed them to upscale production without the massive investment required for a full-scale brewery. However, transitioning from 20-litre homebrew batches to their first 1,200-litre commercial production was more challenging than expected.
Their first commercial beer, BitterBitch IPA, was born out of what seemed like a mistake. It was nearly thrown away because they’d made a mistake with their hop quantities, making the beer much more bitter than intended. But these guys had worked too hard to lose it all now, so they countered the bitterness by using more dry hops to bring out more of the fruit flavours, adding the perception of sweetness.
They released the beer at Beervana Wellington in 2011 – where it sold out in record time, and won the People’s Choice award. “That kicked everything off,” says Kristofski.
Passion & perseverance
After six contract-brewed batches, it was time to source funding to establish their own brewery. Determined to keep operations in Wellington, they faced setbacks, including rejections from banks. However, with family support and alternative financing, they secured enough capital to set up a 2,500-litre brew kit in a 300-sqm warehouse on Vivian Street.
As demand grew, Parrotdog quickly outgrew its space, and moved to a larger site in Lyall Bay in 2016. To fund this expansion, they turned to crowdfunding, and the response was overwhelming – they raised the maximum in just two days. With this support, they designed and built a new brewery, which opened in 2017, followed by a bar in 2018.
A strong team and a unique name
Over time, as operations expanded, the Matts put their first ever employee, Paul Watson, into the Managing Director role. The result is an amazing team where everyone is as passionate as the founders about the product.
The brewing process and industry challenges
Brewing at Parrotdog follows a meticulous process to ensure quality and freshness. Malted barley provides the sugars needed for fermentation, balanced by hops that contribute bitterness, aroma, and flavour. Advances in hop usage have transformed beer styles over the past two decades, and for Parrotdog, sustainability is also a priority, with solar panels helping power their facility.
Crafting new beers and ensuring quality
Parrotdog considers seasonal trends and market demand, meaning many beers are around for a good time rather than a long time. Trial batches are tested at their bar, allowing direct feedback from customers. For larger releases, they rely on a strong foundation of successful recipes that get fine-tuned over time.
Maintaining beer freshness is crucial. Oxygen exposure after fermentation is minimised to prevent degradation, while nitrogen generation technology reduces reliance on carbon dioxide supply. Cold storage further extends shelf life, ensuring customers receive the best possible product.
Recommendations for new craft beer enthusiasts
For those looking to introduce craft beer onto a menu, Parrotdog suggests starting with an approachable selection of styles including a Hazy IPA, Pale Ale and NZ Pilsner. These beers offer familiar flavours with a craft twist, making them great entry points.
Restaurants looking to feature craft beer should begin with cans in their fridge and a well-curated tap list featuring key styles while ensuring they are stored chilled to ensure maximum freshness for every customer.
What’s In A Name?
The name “Parrotdog” comes from a pet parrot named Schmee (from the classic ‘91 movie Hook). Combined with their habit of calling each other “dog,” the name stuck and became part of their identity. Though they’ve considered changing it, they ultimately feel it reflects their brand’s character and have stuck with it.
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