The craft beer industry has rapidly transitioned into being the craft BEVERAGE industry. Once dogmatic in its commitment to beer alone, nearly half of the country's breweries now produce some alternative category in-house. However, with extension of offerings comes challenges of execution and development. From product manufacturing considerations to brand hierarchy to marketing and sales execution, the most important part of any successful new category is in the planning.

On this panel, experts in brand development, portfolio management, and alternative beverages will share their experience and expertise on what to keep in mind, and what to avoid, when making the decision for your business as to whether or not moving beyond just beer is right for you.

Panelists:

Brian Winkeler (Robot House)

David Thornton (Carolina Bauernhaus)

Townes Mozer (Lenny Boy Brewing Company)

Moderator: Aaron Gore (Bevana)

Thank you to Beer30 by The 5th Ingredient and Harvest Hosts for helping keep our community and content 100% free and accessible to all Craft Beer Professionals.

Join us in-person for CBP Connects in 2023

Half workshop, half networking

Milwaukee, WI | June 19-21, 2023

Grab your spot now https://cbpconnects-milwaukee.eventbrite.com/

To Zag, or Not to Zag - Strategic Considerations for Alternative Beverages