Bill Cherry, Co-founder of Switchback Brewery, discusses their slow approach to innovation, focusing on quality first. They won medals for their grodziskie beer and love the challenge of creating a market for smoked beers. Cherry talks about their unique Flynn on Fire series, yeast evolution, and the process of brewing a smoked Cezanne beer. The episode explores Switchback's journey from draft-only to unique beer styles and the influence of experience on beer consumption.