Barry Elwonger
How did you get into the beer industry? Why does beer matter to you?
Before stepping into a full-time role, I was freelancing on the graphic design side for several breweries, working on labels and marketing materials. That led to a Sales and Marketing Director position at a regional brewery, where I spent eight years fully immersed in the business. My role spanned production management, distributor logistics, and leading both the sales force and marketing teams, with more than eight direct reports at its peak. I loved being ingrained in every part of the business. That experience continues to shape my work today. After a lot of internal debate, I decided to leave the brewery and open Allocated Media in 2021. We now work with breweries and beer industry clients across branding, content production, and marketing strategy, bringing that operational perspective into every project. Beer matters to me because of the people and the stories behind it. The brands, personalities, and communities are what first pulled me in. Of course, the beer itself keeps me hooked. I love to geek out about process, history, and sensory detail. The more time you spend with beer, the more depth it reveals, and that balance between human connection and technical curiosity is what inspires me.
Why do you judge at the World Beer Cup? What does judging at the World Beer Cup mean to you?
This is my first year judging the World Beer Cup, and I’m incredibly excited to be part of it. I’ve been judging and volunteering with Best Florida Beer for over a decade, have judged multiple Great American Beer Festivals, and spent years building experience through education, Cicerone and BJCP certifications, and service within the industry. For me, this feels like a natural milestone in that journey. Judging at the World Beer Cup represents the highest level of trust and responsibility. It’s an opportunity to sit alongside some of the most respected palates in the industry and approach the work with care, focus, and humility. Being invited into that room is truly an honor, and it’s one I don’t take lightly.
What else would you like the world to know?
I'm an Advanced Cicerone and nationally ranked BJCP judge. Outside of beer, my world revolves around my family. My wife Michelle, our two kids Brooke and Blake, and our corgi, Waffles, keep me grounded and remind me why balance matters. They’ve also been incredibly supportive of the time commitment that comes with judging, teaching, and creative work. I’m also the publisher and author behind Little Ledger Press, where I’ve written and released a series of children’s books focused on early financial literacy. Most recently, I’ve been finishing a beer and food pairing cookbook that’s currently in final edits and slated for release in 2026. It’s been a long process, and I’m excited to finally share it with the world.
