Craft Beer Professionals

It's no longer enough to use "good beer good atmosphere" as your marketing strategy. Craft breweries face a unique challenge as they grow - how to authentically convey their story and preserve their identity amidst expansion. This panel discussion will dive into the art of developing a genuine message that resonates with both loyal patrons and new audiences. We explore practical strategies for effectively communicating your brewery's narrative and ensure that it remains a compelling and integral part of your brand. As your brewery evolves, maintaining authenticity becomes paramount. We discuss real-world examples and case studies, providing insights into how successful craft breweries have navigated this journey. From defining your core values to crafting a consistent message across various touchpoints, we cover the essential elements that contribute to preserving your brewery's identity. Discover the power of storytelling in the context of craft brewing as a tool that goes beyond marketing and leaves a lasting impression. Learn how to adapt your message without compromising authenticity, fostering a connection that goes beyond the beer itself. Whether you're a seasoned craft brewer or a newcomer in the industry, this presentation offers actionable steps to ensure your brewery's story remains genuine and compelling as you continue to grow. Moderator: Bryant Vander Weerd (Full Pour Media) Panelists: Devin Quinn (Dogfish Head), Lauren Kayl (WeldWerks Brewing), Paul Verdu (Lake Louie Brewing) Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference. Join us in-person for CBP Connects in 2024 Half workshop, half networking Portland, ME | June 10-12, 2024 Learn more at www.CBPConnects.com

As everyone in the brewing business knows, entropy increases in the brewery. It’s going to break. It’s not a matter of If – it’s a matter of When. And then there’s troubleshooting for that off-flavor or other issue with the beer….is it your equipment? Join our team of craft beer industry veterans as they share their best practices and investigative troubleshooting strategies in the brewery to ensure sparkling clean, well-maintained equipment that consistently makes and packages great beer. Between them, they have close to 100 years of brewing, managing breweries, installing breweries, advising breweries, packaging, installing bottling/canning lines, and being ultimately answerable to beer quality and operations for breweries in the US and beyond. Bring your questions and be prepared for some fun stories and actionable advice. This team has seen a lot. Moderator: Laura Lodge (Start A Brewery) Panelists: Chris Leach (AROL) Dana Johnson (Craft Brewing at Diversey – A Solenis Company) Jon Carpenter (Openso Consulting) Mitch Steele (New Realm Brewing Co.) Creative Brewery Maintenance Presentation: https://www.brewersassociation.org/wp-content/uploads/2022/05/CollabHour_CreativeBreweryMaintenance_Presentation.pdf World Brewing Congress Brewery Systems Maintenance Course: https://www.mbaa.com/education/courses/Pages/Brewery-Maintenance-Systems-Course.aspx Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference. Join us in-person for CBP Connects in 2024 Half workshop, half networking Portland, ME | June 10-12, 2024 Learn more at www.CBPConnects.com

Craft Beer Professionals partners with Craft Beer Advisory Services to complete an industry-level report on employee satisfaction trends. Join us for a presentation of the data, a look at trends, and insight into the state of employee satisfaction in our industry. Request the report: https://craftpeak-cooler-uploads.s3-accelerate.amazonaws.com/craft-beer-professionals/2024-CBP_CBAS-Employee-Satisfaction-Report.pdf Learn more about Craft Beer Advisory Services: https://craftbeeradvisoryservices.com/ Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference. Join us in-person for CBP Connects | Half workshop, half networking Portland, ME | June 10-12, 2024 Register now: cbpconnects-portland.eventbrite.com

In this presentation, we will provide highlights from a new book entitled Craft Breweries & Cities: Perspectives from the Field. Our goal in creating this book was to illustrate how craft breweries have helped to shape urban and community issues. It is a cross-section of research, case studies and examples of how breweries and local government have worked together to foster greater dialogue, opportunities, and understanding in communities across the country. We demonstrate how craft breweries are meaningful contributors and participants in addressing critical challenges that communities face. The book covers issues ranging from demographic and geographic trends to community, economic and workforce development to gentrification, land use, zoning, and regulations; from adaptive reuse to racial equity and sustainability; from crime to craft beer tourism. Several of our contributors will be presenting on their topics in this presentation. You will hear common themes, such as the importance of "place" as well as specific, important topics like race and equity, crime, and beer tourism. Our goal for this presentation is to provide you -- as craft beer professionals -- important considerations for building and sustaining relationships with your local government. Anyone that has started a brewery understands location is critical when it comes to regulations, permitting, attracting consumers, and thriving in that neighborhood. Whether you are considering starting a brewery, opening additional locations, or just want to hear about how others have faced and overcome these challenges, this session is for you. Grab the book: https://www.routledge.com/Craft-Breweries-and-Cities-Perspectives-from-the-Field/Wartell-Vasquez/p/book/9781032443140 Moderator: Julie Wartell (UC San Diego) Panelists: Dustin Hauck (Hauck Architecture) Gail Williams (BeerByBart) Josh Newton (University of California-San Diego) Neil Reid (University of Toledo OH) Omar Passons (City of San Jose CA) Steve Shapiro (BeerByBart) Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference. Join us in-person for CBP Connects in 2024 Half workshop, half networking Portland, ME | June 10-12, 2024 Learn more at www.CBPConnects.com

The growth in the non-alcoholic adult drinks category is a bit of a bright spot amidst recent trends in craft brewing. As more and more craft brewers consider bringing NA beers to market, compliance concerns come to the forefront. While NA beers contain scant or no alcohol, they still come with a variety of compliance concerns, not all of which may be intuitive or simple to grasp. This session will cover: -How is NA beer regulated by alcohol control boards, including licensing, taxes and distribution restrictions -How to properly label NA beer, including FDA requirements -How and if NA beer can be sold by alcohol retailers Please join Alex Koral of Sovos ShipCompliant and Shauna Barnes of Barnes Beverage Group for this review of the legal considerations impacting NA beers. Shauna Barnes is the founder of Barnes Beverage Group, a law firm specializing in providing external general counsel and regulatory counsel to beverage companies. Shauna has over a decade of experience counseling alcohol companies, specializing in creative distribution relationship management and risk-based advice in all aspects of the product life cycle. Before founding Barnes Beverage Group, Shauna founded the Alcohol & Beverage Practice at Kaleo Legal. Prior to that, she was General Counsel and a trusted member of the leadership team at Dogfish Head for nearly a decade. She found that position during her tenure as an attorney with McDermott Will & Emery focused on alcohol beverage clients and antitrust issues. She is a former Events Chair of the Rose Council of Wake Forest University School of Law and currently serves on the school's Law Board of Visitors. She regularly volunteers her time to the Delaware Brewer's Guild, assisting the members with alcohol-related challenges and legislative efforts. Based in Boulder, Colorado, Alex Koral is Regulatory General Counsel for Sovos ShipCompliant, where he serves as lead legal researcher for beverage alcohol regulation and has become a leading expert on interstate distribution of alcohol. He has spoken on the topic at many industry events including the Craft Beer Professionals Virtual Conferences, Craft Brewers Conference, American Craft Spirits Association Convention, as well as meetings for the National Council of State Liquor Administrators and the National Liquor Law Enforcement Association. Alex has been in the beverage alcohol arena since 2015, after receiving his J.D. from the University of Colorado Law School. Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference. Join us in-person for CBP Connects in 2024 Half workshop, half networking Portland, ME | June 10-12, 2024 Learn more at www.CBPConnects.com

Why do actors like George Clooney and Dwayne "The Rock" Johnson have their own tequilas? Perhaps they love a brand and want to help it get to the next level. Or they respect the producer and believe in their story. Or maybe they just want something tasty to share with their friends at parties. Whatever their motivation, it's currently en vogue for celebrities to endorse or invest in beverage brands. And why not? Just add a little star power, share with followers and BAM! they're sold for a cool Billion to a publicly-traded drinks giant. But what if you're not [yet] lucky enough to have Matthew McConaughey and his wife Camila riding into the sunset without clothing in an ad for your brand? Or Ryan Reynolds promoting your liquid in one of his famously funny satires of modern drinking culture? How can you compete? Here's a hint: starting thinking like an A-Lister! We look at 20 celebrity-craft beverage pairings to identify promotional tactics of the rich and famous, including: -Designing a content strategy -Planning highly-visible sampling events -Negotiating product placements -Engaging your social channels -Managing public relations and community give-back Building awareness and sales for your craft beer business doesn't require celebrity endorsement or paid influencer socials. Our goal is for brewery owners and managers to get the marketing fundamentals right, then steal the red-carpet tactics to propel your brand forward. Presentation attendees have access to "The Red-Carpet Effect" Guide, with techniques to keep fans engaged and proven tools to fuel excitement around your unique story.' We started Market Your Craft to help small-to-mid-sized producers quickly adapt to the changing Marketing landscape with storytelling. Because we believe every craft brand has an exciting story to share. Led by Scott Kolbe, we're a team of dreamers and doers, passionate about all things beverage with the creds to match. We've created a series of Workshops and Guides to help define your brand story and inform your Marketing efforts. To learn more or to schedule a session with one of our storytelling experts, visit marketyourcraft.com. Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference.

We all know that good partners help you grow and bad partners cost you time/money - but why is it so hard sometimes to set up good relationships, maintain the ones you have or switch out a bad partner that is weighing you down... We have assembled a group of brewery owners who have been in business for 5 years or more and are going to talk about the value of good partnerships. Specifically, why is working with some supply partners easier, what do they regret about early years in business with partners, what mistakes were made and what would they recommend to brewery owners looking to open their doors in 6 months? The goal is to talk to a group of experienced owners about how best to set up good partnerships that help your brewery grow while avoiding bad partnerships. To round out the discussion we have added a supply partner to the discussion to hear from the 'other' side of the table. We'll get at actionable items from brewery owners that you can implement at your own brewery as part of this discussion. Moderator: Dan Klasen (Beverage Federation) Panelists: Eric Gruener (Hankscraft AJS Tap Handles) Kevin Wright (Third Space Brewing) Matt Kahn (Big Ditch Brewing) Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference. Join us in-person for CBP Connects in 2024 Half workshop, half networking Portland, ME | June 10-12, 2024 Learn more at www.CBPConnects.com

Earth To Beer is a national movement with a goal for participating breweries to create a packaged beer that’s better for the planet. The initiative seeks to affect change upstream of breweries by asking them to intentionally source environmentally responsible ingredients for their beer, as well as affecting downstream impact by donating a portion of proceeds to a local environmentally-focused nonprofit. Participating breweries will begin releasing beers starting on April 1st and continue through Earth Day on April 22nd. Prior to founding Earth To Beer, Eric Steen has had an ongoing history of bringing beer, conservation, and environmentalism together, with projects such as Cheers to the Land, The Oregon I Am, and Beers Made By Walking, a movement that invites brewers to make beer using local ingredients found or inspired by nature hikes and urban walks. Join us in-person for CBP Connects in 2024 Half workshop, half networking Portland, ME | June 10-12, 2024 Learn more at www.CBPConnects.com

Harness the awe-inspiring power of memberships and rewards! Customer Loyalty is on the line, and the nightmare of managing these monster programs is about to get an epic upgrade. In this colossal session you will witness real-world tales of thriving beer club and mug club membership programs, and be equipped with a mighty framework to help you build and manage your own program. Storm into action as you exit this session with the power to build a membership program at your brewery. Make your guests feel like superheroes, keep your staff flying high instead of battling with spreadsheets, and unleash a tidal wave of recurring revenue on your taproom! Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference. Join us in-person for CBP Connects in 2024 Half workshop, half networking Portland, ME | June 10-12, 2024 Learn more at www.CBPConnects.com

More than ever, the taproom is the chief revenue engine for the modern craft brewery. For many, though, the hardest challenge is not in how to get customers through the door, but in how to ensure they spend as much as possible while there, and leave feeling satisfied in their purchases. In this panel, Aaron MJ Gore, the Director of Partnerships for industry-leading POS Arryved will sit down with taproom operations experts as they explore ways to increase the size of the average ticket, and make your own taproom as successful and profitable as possible. Moderator: Aaron Gore (Arryved) Panelists: Jared Steele (Lost Worlds Brewing) Kindsey Bernhard (Austin Beerworks) Marques Nash (Triple C Brewing) Huge thanks to ABS Commercial, Beer Law Center, and Wipfli for all your support on our Spring Virtual Conference. Join us in-person for CBP Connects in 2024 Half workshop, half networking Portland, ME | June 10-12, 2024 Learn more at www.CBPConnects.com