Brewing Fear and How I Built a Business Around What Scares Us Most
Written by Ralph Mandarino, Entrepreneur
As an entrepreneur and craft beer alchemist, Ralph Mandarino established Necromantic Brew Co. out of a personal need. He shares insights on turning personal pain into a successful venture.
They say fear kills dreams. I say it brews them. When we signed our lease for Necromantic Brew Co., we had no idea New York State would shut down just two days later. March 2020 wasn’t just the beginning of a pandemic; it was the beginning of a battle. We hadn't even had a chance to hang our sign before we were hit with indefinite lockdowns, mounting bills, and silence where there should have been clinking glasses and laughter. But it was also the beginning of something far more resilient: a vision that refused to die.
As the founder of a horror-themed brewery specializing in naturally gluten-free craft beer, I leaned into what I knew best: the value of fear, the power of atmosphere, and the art of suspense. Horror isn't just for Halloween. It's a lens through which we can see what matters, what lingers, and what haunts us enough to take action.
Fear is a catalyst, not a cage
Most people think fear is something to be conquered. But when harnessed, it becomes fuel. Our brewery didn’t grow despite fear; it grew because of it. Every delay, every Zoom zoning meeting that should've happened in person, and every contractor who ghosted us because they were overbooked or overburdened forced us to innovate.
We spent that time sharpening our concept. We created a brand that wasn’t just about beer; it was about building a cult-like following, rooted in nostalgia, dread, and story. We brewed with ancient grains not just because they were naturally gluten-free, but because they were part of a deeper ritual. We weren't just brewing beer. We were conjuring experiences.
The reality of building during a nightmare
While other businesses were downsizing or folding entirely, we were doubling down. The cost of materials tripled. Basic fittings and fixtures were suddenly luxury items. We waited months for contractors, many of whom had staffing shortages. Still, we moved forward slowly, painfully, but forward.
We kept up with the rent and maintained our insurance. We absorbed the costs with no revenue, because the endgame was always in mind: a place that defied expectations, a taproom where horror lovers and craft beer connoisseurs could find something truly different.
Turning setbacks into lore
We didn’t hide our struggles. We wove them into our story. The hauntings, the hard times, the hustle it all became part of our mythos. Every beer name, every dark corner of the taproom, every piece of branded content pays homage to the obstacles we overcame. And our audience? They get it. They feel it because they’ve been through nightmares of their own.
Advice for brewing through the unknown
Don’t sanitize fear, use it. Fear is an incredible creative tool. It reveals the truth. Let it inform your branding, storytelling, and product development.
Build suspense, not hype. Good horror and good branding relies on anticipation. Let your audience feel like they’re part of something unfolding. Something alive.
Turn your origin story into a ritual. People don’t just buy beer; they buy the feeling. Give them a reason to care that goes beyond ingredients.
Make your constraints part of the story. Whether it’s limited resources or pandemic delays, transparency builds loyalty. No one roots for perfection. They root for perseverance.
From fear to fermentation
Necromantic Brew Co. opened its doors in October 2022, more than two years after we signed our lease. Every inch of that taproom is built on persistence, pressure, and panic transmuted into passion. That’s what horror does. It shows us who we are when the lights go out.
And if you ask me, that’s where the real brewing begins.
Read more from Ralph Mandarino
Ralph Mandarino, Entrepreneur
Ralph Mandarino is the entrepreneurial force behind Necromantic Brew Co., Long Island's pioneering gluten-free craft brewery, born from his experience with celiac disease. As an entrepreneur and innovative brewer, Ralph offers a unique perspective on building a business by addressing niche interests. His journey highlights the power of turning personal challenges into thriving ventures that cater to often-overlooked passions, including the vibrant community of horror enthusiasts. Through his writing, Ralph shares insights on entrepreneurship, the craft beer industry, and the art of building a strong community around shared, sometimes unconventional, loves, from navigating dietary restrictions to embracing the macabre.
