Christopher Mills: The Label Leader — Brewing Experiences That Matter

In a world where branding is often surface-level, Chris Mills is redefining what it means to tell a story on a beer label. As the founder of Jones Beach Brewing Company, Chris isn’t just making beer—he’s crafting experiences that bring together community, history, philanthropy, and personalization. From tide charts and scorecards to NIL partnerships and bowling alleys, every label has a purpose.

A Tide-Changing Idea

It all started in 2017 with the launch of Inlet IPA during a local debate over dredging the Jones Inlet. With $14 million in funding allocated to help with boater safety and migratory sea life patterns—but delayed—Chris, operating on a startup budget, found a solution no one had ever seen: he put a tide chart on a beer can.

“It was the first of its kind. I spent over 9 years at 1-800-Flowers focused on customer experience, personalization, and partnership marketing. The floral industry constantly pushed for innovation—but the process took many steps. With my brewery, I could finally execute on creative ideas instantly. I found myself taking risks and doing what hasn’t been done.” (source)

That first risk ignited something bigger—labels that don’t just wrap the can, they wrap you in an experience.

The Bethpage Breakthrough

In 2019, Chris got married at the iconic Bethpage Black, future home of the 2025 Ryder Cup. Inspired by the venue and his late grandfather—an architect, lawyer, president of Plandome Country Club, and founder of Hobe Sound Golf in Florida—Chris designed a label that featured a course layout, scorecard, and logo.

“I wanted to honor his legacy. He was also chairman of Athletes Against Cancer, and launching a beer in that spirit felt like coming full circle.”

Bethpage posted the label online, and it went viral, sparking interest from other courses. But in 2023, licensing challenges and brand protections tied to the Ryder Cup and corporate sponsors made expansion difficult.

“We know how easy it is for major companies to make an impact. We’re just trying to work with them creatively, to share our mission.” (source)

Full Circle at Plandome

That mission took Chris back to Plandome Country Club, where his grandfather had once been a club champion and course record holder. The day they launched a custom beer for the club, the original President’s Cup—missing for over 30 years—was found and returned. The name engraved on it? Charlie Andromidas, Chris’s grandfather.

“It was like a sign. Five years earlier, I was there for a Smile Farms golf outing. Now I was back, honoring his legacy and launching a beer tied to Athletes Against Cancer.” (source)

Chris has served on the Smile Farms Advisory Board since its inception. The organization helps developmentally disabled adults find employment, and was 1-800-Flowers’ #1 philanthropic partner. His efforts earned him Long Island Business News’ 2020 Volunteer of the Year.

He’s also:

• A volunteer firefighter for Freeport Engine Company.

• A 20+ year member of Operation SPLASH, protecting local waterways.

• A contributor to Horseshoe Crab research through CERCOM and ERDG (source).

• Donated over $70,000 to Tunnel to Towers through the Muldowney Irish Red.

  
  

“Our goal was always to be a triple bottom line business—community, environment, and profit, equally.”

Golf, Beer, and Labels That Talk

The golf series evolved into a color-coded five-can release featuring holes, scorecards, and yardages—turning Bethpage Black into a beer experience.

Other courses followed:

• Plandome

• Bellport

• Rockville Links

• Hempstead Country Club

• Peninsula Golf in Massapequa

• Lido Golf

• Atlantic Beach (FL)

• Andover (MA)

• Chippo Golf Sets

• Hampshire Country Club in Mamaroneck

"C+RC: What advice would you give another club considering a custom beer?

AL: Start with what makes your club special, and find a brewery that gets it..." (source)

• And over 20 additional courses across the tri-state area

White Labeling With Heart (and Hustle)

White labeling has become a key part of Chris’s playbook. He’s helped bars, teams, and colleges bring their own story to life through custom cans.

He designed beers for:

• Stand Sports Bar, during the Yankees' playoff run (more)

• St. John’s University to support student-athlete NIL deals

“Call it the law of attraction. When good people, places, and things align—it’s infectious. I joke that struggling teams should call us to make their beer. Jets?”

Chris, a lifelong Jets fan, grew up with D’Brickashaw Ferguson, and his brother Randy played football with him at Freeport High School.

"Watching Manjit Minhas talk about her creative Journey as a start-up. It made me realize that our white label model has untapped power, and we’re just getting started."

Playing in the Big Leagues (Without Big Funding)

“I look at brands like Friday Beers, Jason Kelce’s Garage Beer, or Hulk Hogan’s Real American Beer—they’ve got tremendous careers, tons of capital, and access to major distribution. They do great things too—but my question is, how can those of us with less influence still create massive impact?”

“We do it by aligning with the causes we love and delivering something personal. We brand the experience to the customer inside that organization.”

Beer That Cares

“We make great liquid, but also tip our cap to history and tradition—especially from Jones Beach, where we were born. We even gave honor to legendary lifeguard Reggie Jones where we sell Reggie Keggies to support the Jones Beach lifeguard races each year.”

We’ve also been asked by the state and Chip Gorman’s team to design the 20th Anniversary Blue Angels limited edition label and shirt. We worked with the Nassau County Firefighters Pipes and Drums who travel across the country and partnered again with Tunnel to Towers. That came right after we became the first to make an “Installation Beer” for 2025’s incoming chief Antonny Sortia.

“It’s cool because it’s like a 2K sports cover—each year we showcase the incoming chief of our firehouse. And we've been creating other Department Labels like Point Lookout, Merrick, Bellmore, Oceanside, Baldwin, Rockville Centre, and more.”

“We’re doing something unique and fun, constantly aligning with people and engaging with their love of life and beer. That’s what going to a brewery is all about.”

Chris and the team have designed custom beer labels for:

• Weddings

• 50th birthdays

• Newborns

• Memorials

• Bay House Tours supporting Operation SPLASH

“It’s like the checkout experience at 1-800-Flowers. It’s about the customer first. That’s why our branding never overpowers the art.”

Bowling, Apps & More

In Fall 2024, they developed 3Hundo, an app modeled after 18Birdies, aimed at tracking golf rounds and social leaderboards. But they didn’t stop there.

At AMF and Bowlero, they became the first brand to feature a bowling score sheet on a beer can.

“Our inventory head, Mike May—also my cousin—is a legendary bowler. Nine 300s, but we always teased him about his last-frame jitters. When he finally nailed his first perfect game, he called Randy and me to gloat.”

To honor that, they created a beer with a league-verified 300 form on the label. Any customer who bowls a 300 and submits a verified form gets a case of beer to celebrate.

Legacy Through Labels

“Look, ideas are meant to be shared. Imitation is the sincerest form of flattery. I’ve been inspired by many things—and I’m sure others will follow. I just hope they tie a mission behind it. That’s what truly matters.”

From dredging debates to NIL deals, charity causes to historic golf clubs—Chris Mills has built a brand with soul. And it all starts with the label.