If your Instagram feed is loaded with San Diego beer-related imagery, you’ve likely noticed that there’s a new, extremely talented photographer in town with a penchant for capturing brewers in their element. If you haven’t, but love scrolling through shots of beers and bearded craftspeople, follow @thepourtraits immediately, so you can marvel at the passion project of veteran freelance photographer Matt Furman. From well-lit exterior and interior shots to creative posed pieces to workday candids that convey a sense of place, personality and humanity, his Insta feed has it all, and just like you appetite for beer media, his photos are fueled by his passion for craft beer. After two decades in New York City, Furman and his wife recently made a permanent move to San Diego. Talk about a transplant perfectly suited for his new environs. We welcomed the sudsy snapper to town and shot some questions his way to find out where he’s been and where he wants to go in the San Diego sudscape.
How did you get into freelance photography, and who have you shot and shot for?
I moved to NYC in 2001 and spent the first few years assisting photographers. And then slowly started building up my portfolio and started hustling and eventually started shooting for a variety of magazines and ad agencies. Some of the clients I’ve shot for are Forbes, Billboard, Cigar Aficionado, American Airlines, Cushman & Wakefield and The Wall Street Journal. I’ve been lucky to photograph a couple legends. Neil Young, Mariano Rivera, Walt Clyde Frazier and Wayne Gretzky would be the ones that jump to mind, but I really enjoy the travel jobs that kind of get you out of your comfort zone because you have no idea what you’re walking into. For example, I did a job shooting a bush pilot in South Africa where myself and a writer flew there and stayed with him for a week, just flying around and taking photos of his day-to-day experiences. I did similar jobs in Cuba, Sardinia and even Ghana, where all my cameras, my laptop and even my passport got stolen…but that’s another story.
When did you start photographing brewers and how did that take off?
The first couple of breweries I photographed were for magazine assignments. I shot Other Half Brewing in Brooklyn for Edible Brooklyn, and it was a cover feature that turned out pretty good. This was before they really took off. And then DRAFT Magazine hired me, and I photographed a couple of covers for them: Sam Calagione at Dogfish Head Craft Brewed Ales, Jim Koch at Samuel Adams (The Boston Beer Co.), and Steve Hindy of Brooklyn Brewery. And it grew from there. As I would travel for assignments, I’d reach out to brewers that were local to that area or state to see if I could come by their breweries and photograph them. I think it started to resonate with people because it’s a cool way to put a face to the people making the beer we love.
Clockwise from top left: Harland Beer Co. in Scripps Ranch, Dogfish Head Craft Brewed Ales founder Sam Calagione, The Boston Beer Co. founder Jim Koch, hops, Brooklyn Brewery brewmaster Garrett Oliver, Hillm Farmstead founder Shaun Hill, Burley Oak rewing founder Bryan Brushmimller; Evil Twin Brewing founder Jeppe Jarnit-Bjergsø
What are some of your most memorable brewery shoots?
It’s hard to pin down some of the most memorable breweries I’ve shot. Some that come to mind are Tired Hands Brewing, Tree House Brewing, Suarez Family Brewery, Burley Oak Brewery, Evil Twin Brewing, and Forest & Main. I’d have to say that Hill Farmstead got the most attention, though. I was really psyched when [owner and Brewmaster] Shaun Hill was up for it and I think we got some memorable photos from that day. He’s built a special place there and the beers are always delicious. I also did a Belgium trip that was so fun. My friend Matt Shields is an amazing chef, and he was working in Antwerp, so I visited him for a week, and we reached out to as many breweries as we could. Dany Prignon of Brasserie Fantôme welcomed us right in and, by the end of the day, we were helping him out in his tasting room. He’s a one-man show running around like a mad scientist. I truly loved that guy. Also, Carlo Grootaert at De Struise Brouwers said they weren’t open to the public during the week, but he could tell we were passionate about their beer, so he let us come over for a private tasting.
What inspired you to move cross-country to San Diego?
We’ve been talking about moving to San Diego for a while. I’m friends with the crew at Knockaround Sunglasses, which is an awesome company based here. They’ve had me come out for the past few years to do shoots for them and each time I came out I found myself never wanting to leave…ha! Being in lockdown in New York, we decided now was the time, so we went for it. It’s scary and exciting at the same time, especially as a freelancer, but I’m in full hustle mode to get some new clients out here on the West Coast.
What local breweries have you worked with so far?
I haven’t photographed too many breweries on the West Coast, so I’m excited to build on this project out here. I did hit the ground running and have photographed AleSmith Brewing, Harland Brewing and California Wild Ales. They were all super cool. My goal is to continue working with breweries on their marketing materials, both in San Diego and beyond.