All sessions 45 minutes. All times ET.
Monday, October 16 presented by Encompass Technologies
11am – Welcome
Andrew Coplon (Craft Beer Professionals/Secret Hopper)
11:10am – Measuring Marketing Effectiveness
Chris Overlay (Get Hoptimized)
How do you know if your marketing is working? We’ve got a 3-part answer for you. First, we’ll talk about tracking online conversion metrics related to things like e-commerce and lead generation. Second, we’ll discuss how to tie offline conversion metrics (e.g. foot traffic, on-site sales) to marketing performance. Third, we’ll zoom out, analyzing the bigger picture and how your entire marketing funnel should support sales.
12pm – Multi-Segment Production: Future Proofing Business in a Maturing Beverage Industry
Garth Beyer (Encompass Technologies), Jamie MacLean (Sleeping Giant Brewing), Mike Denmon (Coronado Brewing), Sam Green (Untitled Art, Octopi Brewing)
Modern consumers want more choices in more places for the right occasions. Producing new segments to reach more consumers and leveraging data and technology to make it happen is the way of the modern beverage producer. Join in on this session to hear from a panel of multi-segment producers about keys to future-proofing your business. They’ll cover everything from market challenges to breaking into new segments and leave you asking the question: What can I do to become a multi-segment producer? And if I am one already, how can I do it better?
- Understand why producers are shifting toward a multi-segment approach
- Hear from industry leading craft producers on how they broke into MSP
- Zoom in on technology that modern producers use to support their product segments and new endeavors from amker to market
- Learn how multi-segment production, data, and technology future-proof your business from maker to market to meet consumers where they are in an ever-changing marketplace
12:30pm – Aligning Production Capabilities with Management Goals
Kyle Smith (Gorman Smith Beverage Equipment)
Craft brewing is not just a hobby, but a constantly evolving industry that demands a careful balance between innovation and efficiency. In order to succeed in this highly competitive field, owners and managers of breweries must strategically align their production capabilities with their overarching business goals. Whether their aim is to expand their market share, ensure consistent quality, or increase production output, effectively integrating production processes with their business objectives is essential for sustainable growth and prosperity.
1pm – The Agony and the Ecstasy of Contact Brewing
Jeremy Cowan (Shmaltz Brewing)
Contract Brewing in craft beer has evolved over many years from what some might say was a dirty word (is it still?) to what has been a pathway to success for countless renown brands as well as a powerful revenue model for producers. We will examine the basic and more advanced models for contract brewing as well as dig deeper into how to actually pull off managing a successful contract brand and a contract production operation – plenty of information for both sides of the contract brewing equation. Some solid theory blended with a whole lot of practical experience – a “How To” and a “How Not To” guide from 25 years in the contract brewing trenches.
1:30pm – You Got 99 Problems, But Your Mug Club Ain’t One…
Frank Green III (Modern Times), Kam Whitworth (Coronado Brewing Company), Ross Stensrud (TapWyse)
Membership programs like beer clubs and mug clubs are a fantastic way to build customer loyalty and drive repeat business. They can also be a nightmare to manage.
Fortunately, through the incredible power of technology things are getting better. Digital memberships and rewards can now be used to simplify programs and enhance the taproom experience for both staff and customers.
In this session we will take a look at real-world examples of thriving beer club and mug club membership programs. We’ll also look at some of the tools that are available to help you build and manage a program of your own. You will walk away from this session with actionable options for starting or growing a membership program at your brewery.
If you want to make your customers feel like VIPs and keep them coming back, if you want to keep your staff happy and focused on service instead of spreadsheets, and if you want to drive real recurring revenue for your taproom then this session is for you.
2pm – Craft Brewing is Saturated: What’s Peak Brewing and What You Can Do to Survive
Matthew Hon (Brew Ninja)
The craft brewing industry has seen an unprecedented boom over the past decade and recent data suggests it is set to hit its peak within the next 10 months. This impending “peak brewing” suggests a saturation in the craft brewing market, where the number of producers outstrips demand, intensifying competition and pressuring prices.
How will your brewery survive?
What do you need to start doing today?
→ Discuss who is to blame for market saturation
→ Identify the scale and timeline for how this will effect your brewery
→ Outline high level strategy to deal with brewery saturation
→ Provide easy, actionable takeaways to asses your brewery’s survival capacity.
2:30pm – Your Brewery Layout – Getting It Just Right
John Gonzales and Justin Fox (Bespoke Brewing Solutions)
A good layout can greatly affect your efficiency, the quality of your beer, and the overall atmosphere of your brewery. While many parts of brewery design certainly come down to preference and opinion, there are some staples to getting it right. This discussion will cover all the necessary layout considerations you’ll need to keep in mind during the initial stages of your brewery design.
Join brewing experts, John Gonzales and Justin Fox, as they take you through real-world examples in both 2D and 3D formats of breweries around the world, and what you should be aware of during the process.
The discussion will include layouts of brewery equipment and auxiliary equipment, and how different heating methods (electric, direct-fire, and steam) can affect your layout decisions. They will also show you 2D equipment layouts, including the placement of equipment and auxiliary equipment, which will determine the subsequent utility layouts. You’ll get insights into the different services (electrical, water, glycol, compressed air, CO2, gas, and steam) that need to be considered based on utility layouts. Finally, they will share 3D layout examples to illustrate how they can be used to benefit your project.
The ultimate goal is to help you understand what needs to be considered when designing your brewery space, so you can make informed decisions that simplify your life and prevent costly surprises.
3pm – Brewing with Honey
Keith Seiz (National Honey Board)
From the honey bee to the beer bottle, this educational session traces honey’s origins and uses in brewing as a flavor, functional ingredient and marketing tool. During the presentation, attendees will learn about honey bees, honey’s chemical composition and its impact on beer based on where honey is added in the brewing process.
3:30pm – Barreling Towards Success: Maximize Productivity by Tracking Barrels vs Dollars
Adrian Brinkley (GHJ)
Are you looking to get the most value from your profits? Would you like to have more confidence in your forecasting and investment priorities? Consider tracking your barrels instead of dollars.
Attendees will learn:
o Why breweries should track barrels sold alongside dollars
o How to compare profits against barrels sold to get a better picture of the brewery’s success
o How to leverage this information for more accurate forecasting
Having a profitable business is, of course, an ultimate success, but understanding how your profitability is distributed among the aspects of your business leads to smarter forecasting, productive investments and improved decision-making.
As you know, not all barrels are created equal and there is a variation on how profitable an individual barrel actually is. Profitability is dependent on several factors such as whether it is sold through a tap room or wholesale and the complexity of the beer production. However, most breweries consider only the dollar amount of the sales rather than how many barrels contributed to those sales and how much profitability each brings in.
Leave this session with a new perspective on your financials and an understanding of how to derive the most benefit from your business expectations and goals.
4pm – Leveling Up: Systems of Internal Accountability
Panelists: Marry Brettmann (Beverage Business Builders), Ethan Tsai (Brewery Operations Consultant), Nancy Trigg (Trigg Performance Collective), Jon Hyman (Wickens Herzer Panza)
Moderator: Laura Lodge (Start A Brewery)
Challenge = Improve Business Performance. With the challenges of today’s economy, all brewery owners and management level staff are challenged to improve their business performance. In truth, every member of your team needs to be engaged and on board for this mission.
Wish you had a road map? Join our panelists for a cruise through your brewery, looking at each different area (brewing, tap room, accounting, and people) and the systems that are (or should be) in place. Their industry experience gives them that objective insight around what’s often neglected or completely forgotten. In addition, they will explain why each system – large or small – is integral to improving your business performance.
5pm – How to Write a Brewery Job Description
Nationwide breweries are experiencing staffing challenges. Breweries are not only competing with each other for talent, but also big box retailers often offering comparable pay with less responsibilities. In this conversation, we will speak with our panelists on how to create a job description that will attract candidates, what to include, and discuss best practices with regard to transforming a potential hire into a valuable employee.
Panelists: Justin Riopelle (Brewing Industry HR Consultant), Katie Rado (Trace Brewing), Kyle Smith (Gorman Smith Beverage Equipment), Lance Furer (Bright Penny Brewing), Stephanie Vavonese (BrewRecruit)
Moderator: Andrew Coplon (Craft Beer Professionals/Secret Hopper)
Tuesday, October 17 presented by Boelter
11am – Communicating “Kids in Breweries” Guidelines Effectively
Kyle Rheiner (Arthur Hall Insurance / CraftBrewingInsurance.com)
This presentation will review the language, signage, implemenation and best practices surrounding kids in breweries. As an alcohol manufacturer, there are many hazards to be aware of – including the safety of our patrons and their children. Kyle will highlight what he’s seeing in the industry and provide risk management tactics you can implement immediately.
12pm – Culture Matters: Why Your Team’s Experience in Your Taproom Should be What You Focus on First
Andy Risvold (Forgotten Star Brewing) & Matt Schwandt (Bauhaus Brewlab)
This compelling presentation dives into the crucial role a healthy team culture plays in the brewing and taproom industry. It explores the unique challenges and opportunities of fostering a robust and positive work environment in this dynamic sector. The talk provides a thorough understanding of how a healthy team culture not only elevates employee satisfaction but also enhances customer experience and drives business success.
Key elements of a thriving team culture within this industry are dissected, spotlighting skills, attitudes, and behaviors that should be encouraged. From effective leadership practices to promoting craftsmanship and creativity, various strategies are unraveled to help brewery and taproom owners cultivate an enriched work environment.
The presentation underscores the significance of incorporating sustainable and responsible business practices into the team culture, shedding light on their potential to motivate staff and impact overall business performance positively. Real-world examples of successful brewing and taproom businesses that have successfully nurtured a wholesome team culture provide attendees with practical insights and inspirations.
With a nuanced understanding of the brewing and taproom industry’s specific needs, this presentation offers valuable tools and guidance for those looking to create a positive, productive, and healthy work culture. Attendees will leave with a richer perspective on how prioritizing team and staff culture can pave the way for enhanced business performance and a more gratifying work environment for all.
12:30pm – Beyond Basic KPIs: The Rise of Enhanced Brewery Analytics
Jeremy Carney (Central Coast Analytics)
Tired of spending time manually tracking KPI’s that never seem to move the needle or impact the bottom line?
By now we’ve all heard that “what gets measured gets improved” … but that isn’t necessarily true. The value to your team and business doesn’t just come from the measurement itself, but in using these business metrics to drive smart decisions and actions quickly and efficiently. Otherwise, it’s all just a frustrating waste of time.
Let’s dive into the power of data visualization and see how advanced analytics provides a new level of business insight that directly leads to increased profitability.
We’ll focus on two examples impacting both cost and revenue:
- Hours worked vs demand volume – See and understand how advanced analytics allows us to quickly pinpoint when and where efficiency has been underperforming. We’ll then use these insights to propose staffing strategy and behavioral changes to maximize profitability without overworking the team.
- Taproom visits and average tab price – Use modern analytics to understand ‘upsell’ opportunities and performance to increase revenue without needing more customer visits. What type of order leads to the highest revenue? What order profile should we target for an ‘upsell’?
Be inspired with ideas on how you can level-up your current data program; and learn how enhanced visibility on business insights leads to quick, confident, and profitable data-driven decisions and actions.
1pm – Crafting Your Brand: How to Choose the Right Brewery Merchandise Mix
Kyley Wellington (Boelter)
Making delicious beer is only part of running a successful brewery. In an ever-changing market where customer loyalty is hard to find and a new brewery is opening every week, custom glassware, signage, and other merch can help you stand out from the crowd. Whether you’re looking to improve your retail margins in your taproom, host successful events with on-premise accounts, or land more off-premise displays with your distributor, the right POS offerings can make all the difference.
Join us for some insight into what product categories are most popular with breweries of all sizes across the country – plus the latest and greatest in trends for custom-branded pieces for the beer industry.
1:30pm – Don’t be Afraid: Using AI to Create Fresh Labels
Luis Duma and Chris Sumpter (The Robots Won)
As consumer tastes continue to evolve, the craft beer and beverage industries have had to adapt to meet the demand. Instead of a steady schedule of mainstay brews, produced and honed to perfection for annual releases, as well as those brews that are ALWAYS on tap, customers want something new to experience each time out.
Keeping up with that demand requires new ingredients, new production methods and of course: new branding and label designs.
The Robots Won is a graphic design firm focused on creating beverage can and bottle labels for craft breweries and start-up beverage companies across North America. By utilizing an AI graphics generator for the base label designs, they are offering label designs at a fraction of the traditional cost and time of hiring a human designer to create something from scratch. Once the base design is set, human intervention is then just required to drop in additional elements such as logos, copy (type), and any other details that a customer might want to include (although even that process is being reviewed for automations).
With the downward pressure on breweries to continue to innovate and produce new and exciting brews, tapping into AI tech to generate packaging designs is a sensible means to allowing breweries to focus on getting that beer made to perfection, knowing that the packaging will still reflect the brand.
2pm – Strategically Brewing Success: Navigating Pre-Launch & Post-Launch for Your Brewery
Taylor Smith (GoTab)
Strategically Brewing Success: Navigating Pre-Launch and Post-Launch Dynamics for Your Brewery” offers a comprehensive journey through the essential phases of brewery excellence. From crafting a compelling pre-launch vision to sustaining brand momentum and fostering customer loyalty post-launch, this presentation provides invaluable insights for both aspiring brewmasters and seasoned industry professionals. Join us to decode service models and gain expert guidance on aligning with guest preferences while maximizing operational efficiency. Elevate your understanding of the intricate art of brewery management and position your venture for success in the competitive craft beer landscape.
Crafting Pre-Launch Brilliance: From Vision to Reality:
Uncover the key to a triumphant brewery launch as we delve into the art of crafting a compelling pre-launch vision. From fine-tuning your brewery concept to navigating financial intricacies and mastering the regulatory landscape, you’ll gain insights that lay the foundation for an outstanding venture.
Post-Launch : Sustaining Momentum and Fostering Loyalty:
The journey doesn’t end with the launch—discover how to sustain brand momentum and foster lasting customer loyalty. Through dynamic discussions and real-life case examples, explore strategies for engaging customers, adapting to evolving trends, and thriving in a competitive market.
Decoding Service Models: Strategic Approaches for Success:
Navigate the maze of service models with expert guidance on what works and what doesn’t. Dive into the analysis of various models, ensuring your brewery aligns with guest preferences while avoiding common pitfalls. This session empowers you to maximize operational efficiency and guest satisfaction.
2:30pm – Having Fun Planning Effective, Engaging Events for Your Brewery
Amy Martin (Stormcloud Brewing)
No matter the brewery size, events are an incredibly valuable way to connect with your community, create brand awareness, and increase revenue. Event planning and execution shouldn’t be overwhelming, it should be fun! This presentation will cover effective and enjoyable ways to execute events from start to finish. In addition to the following bullet points, it will include tips and tricks to having fun while doing the serious work.
- The WHY? (Set your goals, and how to determine if you were successful.
- Event planning tools made easy. (An introduction to master calendars, banquet sheets, and event planning software.)
- Developing creative experiences. (What makes your event unique? How do you come up with out-of-the-box ideas that will draw folks in? Will also include ideas of events, including personal experiences from speaker.)
- Constructing on and off-premise ventures. (What are the different considerations you’ll need to keep in mind? What are the legalities?)
- Navigating distinct events for individual groups. (Is this a members-only event? Is it open to the general public? Are you targeting a specific audience, e.g. a homebrew club?)
- Promoting/marketing. (What makes sense for your individual brewery, taking into consideration consumers, geographic location, marketing trends, etc.)
- The ultimate yet concise guide to event execution. (What needs to happen before, during, and after the event.)
3pm – Legal Issues with Opening a Second Location: What to Think About Before Saying “I Do.”
John Szymankiewicz (Beer Law Center)
The economics of our industry push breweries to open second and tertiary locations to optimize margins with either off site production capacity or, more frequently, retail sales to consumers. But, there are a ton of issues to consider here before signing that lease or committing to open that next location. This presentation will review the legal side of opening another location with special focus on identifying and mitigating risk.
4pm – Tips of Tips: How to Legally Pay Your Tipped Workers
Jon Hyman (Wickens Herzer Panza)
No employment law is more misunderstood and misapplied by employers than the Fair Labor Standards Act (FLSA), our federal wage and hour law. There are more than 8,000 federal FLSA lawsuits filed per year, with nearly one-quarter filed against employers in the hospitality industry … including taprooms and brewpubs.
In this informative session, nationally recognized employment law attorney Jon Hyman will share everything taprooms and brewpubs need to know about tip credits and tip pools to ensure, as best as possible, that you are paying your employees correctly and legally. It not only keeps your employees engaged and content, but it also keeps you away from expensive and distracting lawsuits
5pm – Married in Beer: Running a Business with Your Partner (Jake + Kayleigh Lohse, Presidential Brewing)
Relationships are tough. Running a brewery arguably requires just as much dedication. When combining the personal and professional aspects of your life, the potential for complication increases. We are excited to speak with Jake and Kayleigh Lohse (Presidential Brewing), who not only wear the rings of marriage, but are attached by the bonds of running a business together. In this conversation we will discuss why they chose to go into business with their partner, the challenges they face, strategies that have helped set boundaries, and how this decision has made them each a better person.
Wednesday, October 18 presented by Gorman Smith Beverage Equipment
11am – 90 Days to Better Brewery Employee Engagement
Larry Chase (Ray Johnson Group)
At some point in time you realize that your business is lagging and could do better if your employees were more engaged with their work and the company’s success.
Every day you try different ways of pushing and prodding your team to step up their game
One day you realize that your people will increase their engagement if they create it themselves.
Because of that you guide them through a simple practice of designing their own 10-step improvement challenge focused on winning in the next 90 days.
Because of that, employees lean into the small incentive plan targeted at day-to-day improvements.
Until finally through better engagement your team of employees produces lasting change, builds teamwork, and creates a culture of winning.
12pm – Addressing Sexual Harassment in Brewery Environments: Fostering Respectful
Danyelle Semjonovs (Beer Law HQ) and Betsy Lay (Lady Justice Brewing Company)
Join Beer Law HQ for an enlightening discussion addressing sexual harassment within brewery environments.
The craft brewing industry has grown significantly in recent years, but with this growth comes the responsibility of employers to ensure a safe workplace. During the next hour, the senior legal team of Beer Law HQ will explore the nuances of sexual harassment within brewery settings, shedding light on various forms of harassment, its impact on individuals and the workplace, and the legal and ethical obligations that breweries should uphold. During the presentation, Danyelle Semjonovs will lead a discussion on:
- Understanding Sexual Harassment: Define and recognize the different types of sexual harassment in brewery environments, including verbal, non-verbal, and physical forms.
- Legal Framework: Gain insights into the legal implications of sexual harassment under employment and anti-discrimination laws and learn about the potential consequences of non-compliance.
- Creating a Respectful Culture: Discover effective strategies for fostering a workplace culture that prioritizes respect, open communication, and zero tolerance for harassment.
- Prevention and Intervention: Learn how to implement preventive measures such as training programs, clear reporting mechanisms, and swift intervention protocols to address harassment incidents promptly.
- Supporting Victims: Understand the importance of providing support and resources for victims of harassment and explore ways to ensure their well-being and empowerment.
- Role of Leadership: Explore leadership’s critical role in setting the tone for workplace behavior and understand how leadership commitment can lead to a safer and more inclusive environment.
- Industry Best Practices: Discover successful case studies and best practices from breweries that effectively tackled sexual harassment issues.
Attendees will gain valuable knowledge to create a positive, respectful, and inclusive
environment within their breweries, thereby contributing to a stronger and more ethical craft
12:30pm – Purchasing 101: How to Make Procurement Suck Just a Little Less
Dan Klasen (Beverage Federation)
Rarely does any business owner really enjoy the purchasing, quoting, or negotiating process. But it’s essential for any well-run business to get the basics down, create a process, and always be looking for efficiency. To help you operate your craft business, we’ll walk through examples of what other breweries are doing today to save time and money. The goal is to provide you with a few best practices on things you can implement at your brewery/taproom today.
We’ll review specific categories and benchmarks of where savings potential exists. (Past just Cans and Malt) We’ll also review purchasing basics from ‘Request for Proposal’ (RFP), terms, supply partner negotiation, and average price points on key items. All with the goal of developing or improving your purchasing program. Cheers!
1pm – Identity – Brand Power for Success
Aaron Gore (Fresh Pitch Beverage Consulting)
What sort of business is a brewery? What is its most important product? It’s not beer… it’s a brand. In this session, attendees will learn the power of branding, and why the first glass or bottle they sell to any customer isn’t done on the strength of their product, but on the strength of their brand. And it has a significant effect on every sale that follows as well. We’ll discuss branding strategy, philosophy, how to cultivate it, how to leverage it, and why they should care.
2pm – Eyes on the Stars, Feet on the Ground: Staying Savvy in a Turbulent Market
Don Marcil and Mike Paladino (Lotus Beverage Alliance)
As craft brewers and small business owners, the journey towards success in a rapidly changing market requires not only hard work and creativity, but also strategic foresight and adaptability. That is why Lotus Beverage Alliance is excited to discuss the successful strategies we are seeing among local brewpubs. Small breweries are still alive and well, they just require proper business planning.
Led by industry experts and seasoned brewers, Don Marcil and Mike Paladino, this session will equip you with the tools and knowledge needed to thrive and stay ahead of the game despite headwinds and industry consolidation.
In this unique presentation, we will discuss:
- Market Trends and Analysis Understand the ever-evolving landscape of the craft beverage market, including emerging trends, consumer preferences, and competitive dynamics. Gain actionable insights that will enable you to identify new opportunities and potential pitfalls.
- Business Sustainability Learn effective techniques to ensure long-term business sustainability, including financial management, operational efficiency, and resource optimization. Discover how to strike the delicate balance between growth and maintaining the quality and integrity of your craft.
- Marketing and Branding Strategies Uncover innovative approaches to differentiate your products in a crowded marketplace and captivate discerning consumers.
- Industry Collaboration and Networking Harness strategic partnerships, and learn how sharing knowledge can drive mutual success and unlock new opportunities for growth.
2:30pm – Using Antifoam to Improve Safety and Yield in the Brewery
Dana Johnson (Birko)
Using antifoam in the brewery is something that is not typically openly discussed but many brewers use them in the kettle to reduce boil-overs and in the fermenter to improve yield. Boil-overs can be extremely dangerous and needs to be avoided at all cost. Using an antifoam can help keep boiling wort in kettle, where it belongs. Foam-over in the fermenter means not only a loss of yield due to lost product but also means a loss of late addition hop aroma and top fermenting yeast. Using an antifoam in the fermenter can actually pay for itself, while improving quality, consistency, head retention, not to mention a cleaner cellar floor. This presentation will take a look popular antifoams used in the brewery and discuss their pros and cons.
3pm – Satisfying Beer Lovers’ Demands for DtC
Alex Koral (Sovos ShipCompliant)
Survey says! Craft beer lovers want their beer shipped direct-to-consumer (DtC). Consumer research shows that nearly 4 in 5 regular craft beer drinkers say they would purchase more craft beer if they were able to get it via DtC shipping. And 82% would be likely to purchase more frequently from a brewery that offered direct-to-consumer shipping.
Despite the strong consumer demand documented over the past three years in the annual Direct-to-Consumer Beer Shipping Report from Sovos ShipCompliant and the Brewers Association, the number of craft breweries that offer DtC shipping remains few. Where are all the subscription beer clubs that craft lovers are thirsty for? This session will discuss all the findings from this consumer research demonstrating that beer lover interest in DtC is high — including previously unpublished data. We’ll also review the regulatory landscape for DtC beer shipping so that craft brewers who enter the market can do so compliantly.
3:30pm – How to Reduce Brewey Production Energy Costs
Zack Hallock (Competitive Energy Services)
The Craft Beer community has grown used to the idea that there’s a premium to be paid for high quality raw ingredients like hops, malt, & yeast. What about the energy commodities that factor into the brewing process like heating fuels and more importantly, electricity? Boiler heating, raw materials processing, & HVAC/ lighting are just a few of the energy intensive steps to crafting that perfect sip. The interesting difference between the raw ingredients that go into beer and the world of energy commodities is that energy supply and the cost of that supply must be reliable and stable above all else. Sure, there is a premium for ‘green’ or ‘sustainable’ energy, but is it truly worth it or why even care?
For starters we’ve dealt with the most volatile energy market in the U.S. over the last 12-18 months and there’s no clear path to normalcy. Driving this prolonged volatility is the ripple effect from a nagging conflict in Europe. Luckily, there are still great opportunities for large end users of energy to avoid these volatile market swings. Some of those solutions are truly sustainable. Whether its on-site efficiency projects or leveraging your choice of suppliers, there’s a choice for everyone.
4pm – Big Quality Energy: The Assurance to be Consistency
Emily Wang (Fermly)
Dollar signs and uncomfortable conversations come to mind when someone mentions “quality” in a brewery, but this needn’t be the case. Understanding what priorities are already being utilized in the brewery and how they can be expanded upon to improve process, communication, and standards that can create a quality culture, rather than quality fears. In this seminar, learn how to build or accentuate your quality program, develop an accountability structure, and the equipment to back it up.
5pm – What’s Next After Beer Festivals [Go Extinct]?
Scott Kolbe (Market Your Craft)
What once was a celebrated platform for introducing new products is now struggling to attract participation. Tickets that previously sold out in minutes are still available the week of the event. Sponsor dollars are harder to come by. And being awarded in a competition no longer carries much weight at retail. It’s enough to make a brewer wonder if beer festivals are dying a slow death.
What’s needed is a shift in mindset before signing up for your next beer festival. We look at the troubling trends in attendance; reduced brewery support; and growing consumer concerns around overconsumption as prompts for a new festival model. One that meets the [new] drinker where they are, with greater balance and overall engagement, focusing less on “getting your money’s worth” and more on the overall experience. We believe festivals of the near future will focus in three (3) key areas:
- Creating a theme that helps shape a unique experience
- Inviting relevant non-beer partners and local businesses to contribute
- Highlighting the personality and story of participating brands
Next-level beer festivals still need to showcase innovations; present different use-cases like food pairings and cocktails; and support a charity or community organization. But drinkers are demanding more for their entry fee. Our goal is for brewery owners and managers to have a complete set of tools to evaluate participation in future beer festivals or to create an engaging event from scratch. Presentation attendees have access to our “Beyond Beer [Festivals]” Guide, with techniques to keep fans engaged and the proven techniques to build momentum and capture new sales for your brand.