39 - Will Loring, Lesser-Known | Butcher to brewery owner, religion and philosophy, the cell phone box, visiting each country before brewing their beer

The pursuit of intentionality and philosophical depth in craft brewing defines the operational ethos of Lesser-Known, a brewery in Winston-Salem, North Carolina. Co-founder Will Loring emphasizes the necessity of creating a space that prioritizes human connection over digital distraction, evidenced by the absence of televisions and the discouragement of cell phone use. Drawing from his background as a former butcher and a religion major, Loring applies a "be good to be good" philosophy to his business, rejecting industry shortcuts in favor of traditional, high-quality production methods. By focusing on a limited, curated menu and educating patrons on the history and process behind each pour, the brewery fosters an environment reminiscent of traditional European pubs. This approach challenges the craft beer industry's tendency toward mass production and choice fatigue, advocating for a return to community-focused, authentic, and thoughtful consumption.