In today’s episode, I sat down with Greg Hill, a longtime cider maker at Urban Orchard Cidery and a dedicated adjunct instructor in the brewing program here in Asheville. Greg is wrapping up his PhD work while guiding Urban Orchard through an incredibly tough year—one marked by supply challenges, wild weather events, and a major orchard fire. Together, we dove into his ongoing dissertation about workforce development and experiential learning in the brewing and beverage industries, and what it truly takes to prepare students for a successful career in craft beverage production. Greg Hill is a graduate of the AB Tech Brewing, Distillation, and Fermentation program, and he’s now in his twelfth year at Urban Orchard Cidery. As a key educator in beverage management and microbiology, Greg brings a wealth of real-world knowledge, blending hands-on experience with academic rigor. Outside of work, he’s a stadium-hopping football fan with broader plans for worldwide sports adventures, and a seeker of new and unusual flavor experiences. "I wanted to put a bunch of flair in there, make it all pretty and nice, and it’s really just idiot proof. Repetitive. So you’re saying I am doing this. This is why I’m doing this. I’m going to do this again. And then this is why I’m doing this.” ~Greg Hill Today on Consuming the Craft:·     Experiential learning and hands-on practice are crucial components for real career readiness in the craft beverage industry.·     Greg’s PhD research has shifted from standardizing education to focusing on how beverage programs prepare students for the real-world workforce.·     Practical education, like troubleshooting and working directly with equipment, is just as valuable as classroom theory.·     Urban Orchard Cidery faced major challenges over the past year, including hurricane aftermath, a devastating orchard fire, and a hailstorm that damaged crops.·     Loyal customers, especially fellow local businesses like Highland Brewing, played a significant role in Urban Orchard’s recovery.·     Cider isn’t just for drinking; it can also be a creative ingredient in cooking and cocktails, especially during fall.·     The craft beverage landscape continues to evolve, and keeping up means constant adaptation and diversification, as seen in new products and global influences.·     Despite the doom and gloom in parts of the beverage industry, cideries like Urban Orchard are finding ways to persevere and grow, demonstrating the resilience of the craft community. Contact for Greg Hill: Urban Orchard Cidery: https://www.urbanorchardcider.com/ (https://www.urbanorchardcider.com/)For educational inquiries at AB Tech Brewing, Distillation, and Fermentation: https://www.abtech.edu/programs/academic/ab-tech-craft-beverage-institute-brewing-distillation-fermentation (https://www.abtech.edu/programs/academic/ab-tech-craft-beverage-institute-brewing-distillation-fermentation) Resources Mentioned: o  Urban Orchard Cideryo  Highland Brewing Companyo  New Belgium Brewing Company (for pilot system donation)o  AB Tech Brewing, Distillation, and Fermentation Programo  Diablo cider from Urban Orchardo  Agua de Bolivia herbal liqueur This episode is brought to you by… McConnell Farms - Taste the Way You Remember. Enjoy homemade ciders and ice cream made from only the best produce on the market. Visit the McConnell Farms website to learn more about our seasonal inventory and the delicious creations you can make with our homegrown produce.