CBP Connects Chicago is almost here, happening June 15–17. Join us for a conversation with some of our event speakers and partners to hear what you can expect, why you should attend, and how it can help you reach your goals.
14 interactive sessions, 3 nightly receptions (Dovetail, Pilot Project, Hop Butcher), a trade show, and countless opportunities to connect with industry decision makers.
This conversations features:
Adam Howe (GoTab)
Anna Sokratov (CH Distillery, home of Jeppson’s Malört)
Jake Keyes (Skydance Brewing)
Nic Bortolin (Amoretti
What This Session Covers
This session highlights two key discussions relevant to craft brewery professionals preparing for CBP Connects in Chicago: one focuses on how a disruptive, polarizing brand like Malört leverages authentic, irreverent marketing to build strong local identity; the other explores practical financial strategies for breweries to identify new revenue streams and improve operational efficiency. Both topics offer insights on connecting with customers and peers while navigating industry challenges like market saturation, evolving consumer tastes, and tight margins—critical for taproom operators and brewery owners looking to sustain and grow their businesses.
Key Talking Points
- [06:21 → 09:31] Malört’s brand strategy is rooted in polarizing authenticity—embracing its divisive taste as a core part of its identity and marketing with humor, irreverence, and self-deprecation rather than trying to be universally liked. This approach builds passionate loyalty and strong cultural ties to Chicago.
- [07:43 → 08:49] The brand’s marketing incorporates user-generated slogans and messaging that reflect audience honesty and personality, allowing consumers to feel part of an inside joke or community rather than passive buyers.
- [17:07 → 19:05] Innovation and experimentation are key for breweries trying to increase taproom traffic and revenue. There is no “one size fits all” solution—success requires a willingness to try new ideas, accept failure, and remain open-minded about unusual approaches.
- [10:21 → 13:56] On the financial panel side, industry insiders stress the importance of looking beyond traditional revenue streams by analyzing margins, operational efficiencies, and new service models to identify money-saving opportunities and potential profitability improvements.
- [11:26 → 12:42] Learning from successful breweries and those who struggled through pivots is invaluable; consulting firms like Small Batch Standard provide data-driven insights from hundreds of breweries that can inform smarter decision-making at an individual brewery level.
- [14:33 → 16:22] Industry events like CBP Connects offer unmatched value through intimate networking, knowledge exchange, and community building, which supports ongoing learning and operational improvement beyond what larger, overwhelming conferences provide.
- [20:21 → 22:45] Being intentional and engaged at events matters most: come to participate actively—not just passively listen—seek specific insights, make meaningful connections, and explore new products and services that may not be immediately obvious but could unlock future growth or efficiency.
Action Items
- Develop or revisit your brand messaging by identifying what makes your beer or taproom experience polarizing or unique, and lean into that with authenticity and personality, even if it means not appealing to everyone.
- Gather feedback from your customers or social media audience to create user-generated slogans, jokes, or campaigns that make them feel part of your brand community.
- Analyze your current taproom operations for inefficiencies in service, ordering, or cost controls and benchmark against industry data or consultants like Small Batch Standard to identify areas to save money or increase revenue.
- Experiment with small pilot projects to attract more customers or showcase new products; track results carefully and adjust quickly rather than waiting for perfect conditions or guaranteed success.
- Prioritize attending smaller, focused industry events like CBP Connects where deeper conversations and networking are possible; go prepared with questions and goals for specific connections or information you want to gain.
- Engage actively on the trade show floor—talk with vendors and peers even if not currently seeking solutions, as learning about emerging products or services can inform future strategic decisions.
- Invest in building and nurturing your industry network by sharing knowledge and contacts from events, facilitating introductions, and maintaining relationships over time to foster collaboration and ongoing support.