
Breakout Session · SOS23
Tom Jockel
Shelter
Tom Jockel is a passionate beer drinker who moonlights as Head of Marketing at Shelter Brewing Co.
After beginning his career in the public sector in Training and Workforce Development and Perth Children’s Hospital he started his journey into brewing and venues at Otherside Brewing and Freo.Social.
That journey led down to WA’s beautiful South West, specifically the Busselton foreshore, where Shelter Brewing Co. sits at the foot of the longest publicly accessible, wood-piled jetty in the southern hemisphere.
At Shelter, Tom looks after the branding and marketing for the venue, beer brand, events and is closely involved in the business strategy and new project developments.
When not making bad Dad jokes to distract from having to write a bio about himself, Tom enjoys taking his toddler to the skate park, searching for WA’s best bad pubs, and the misery of being a Freo Dockers supporter.
The details · SOS23
Crafting uniqueness: differentiating in a crowded brewery market
| Format | Breakout Session |
| Day | Tuesday 22 August |
| Time | 2.30 to 3.10PM |
| Room | RVR2 |
| Recap | SOS23 archive |
About the session
Join us for a frothy discussion on finding success in a crowded brewery market. This panel led by Eagle Bay’s Bronte O’Donoghue and Shelter’s Tom Jockel, features leading minds from Western Australia’s most successful independent breweries, each thriving through their distinct approaches in the industry.
Also in this session

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SOS26 · Optus Stadium, Perth
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