Craft Beer Professionals

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

Aseptic Fruit Purees are here to discuss the comparison of fruit purees vs fruit concentrates. When it comes to flavoring your beers, puree vs concentrate is a question many brewers ask. We would like to help by showing the pros and cons of both. We will be addressing flavors, yields, cost, production, and any other questions. We will also discuss non-alcoholic beverage ideas and flavor trends. Phil Lauchland- Aseptic Fruit Purees Representative and Brewing Consultant I have a BS degree in Enology. I have been in the fruit, wine, distilling, and brewing industry for over 15 years. I grew up in a farming family of vineyards in Lodi, Ca. I started making wine with my dad. Before I knew it, I was graduating from Fresno State with a BS degree in Enology. I was a winemaker at Garba Wine Company and Vie-Del Company before I transitioned to beer. I was a brewer for Full Circle Brewing. As I was brewing there, I've got connected with Aseptic Fruit Purees by being a customer. Then one day I was offered an the opportunity with AFP and here I am! I've been loving connecting with other brewers in this position. I get to talk shop and share ideas for a living. Oh! and sell fruit puree. haha Spencer Moore- Brewer I began my career in 2015 at Calverley’s Brewery in Cambridge, UK. It was a very traditional cask brewery. Through my time there, Calverley’s grew significantly, and started brewing more modern and Americanized styles. I believe we were the first in Cambridge city limits to brew a hazy IPA. I moved back to the states in 2018 and went to Line Creek Brewing in Peachtree City, GA. I began my time there working in the cellar, learning packaging, and doing pilot brewing on their small system. Eventually found myself moved into the Head Brewer position. Moved to Ohio in the summer of 2020 to take on a brewing position at Wolf’s Ridge Brewing in Columbus, OH. There I took on the role of a Lead Brewer of their production facility. I was then the Production Manager for Lock 27 Brewing in Dayton, OH. From January 2022 until January 2024. Also, I have my brewing certification through the Institute of Brewing and Distilling out of the UK. Join us in-person for CBP Connects | Half workshop, half networking Portland, ME | June 10-12, 2024 Register now: cbpconnects-portland.eventbrite.com

Join us to dissect the decline in taproom socialization, tracing its roots from the 70s to the present day. With the brewing industry facing challenges, we'll explore unexpected factors, like the impact of streaming content, social media, a decrease in bar socialization over two decades, and the rising fear of failure in the younger generation. Shifts towards home-based gatherings, evolving parenting dynamics, and a surge in depression rates (from 7% in the 70s to 30% today) compound these challenges. This session will discuss unique factors impacting the taproom experience and offer innovative strategies for businesses navigating this evolving landscape. Join us for an equally thought provoking and actionable conversation. Joel started homebrewing at the age of 20. After years of being in manufacturing and quality engineering he decided to open a brewery. He also oversaw a winery open up at the same time while winning a silver medal for his wine. As he exists the brewery he began to wonder what he should do next but noticed that it’s getting harder and harder to get people out and began looking into this topic, declining socialization. Join us in-person for CBP Connects | Half workshop, half networking Portland, ME | June 10-12, 2024 Register now: cbpconnects-portland.eventbrite.com

Explore creative ways to attract and retain customers in the craft brewery landscape with our panel of industry experts. Learn how they’ve transformed one-time and occasional visitors into loyal patrons, ensuring a steady stream of repeat business. In an increasingly competitive craft beer scene and unpredictable economy, breweries face the challenge of enticing new patrons and fostering lasting customers more than ever before. This panel discussion will share real-life insights into the evolving consumer landscape and how breweries can adapt to this changing market through unique collaborations and meaningful experiences. Hear from brewery leaders as they share proven strategies that have successfully attracted new and retained customers. Don’t miss this opportunity to gain a focused perspective on customer-centric success in the brewing industry. Join us for targeted insights and actionable strategies to elevate your customer attraction and retention game. This conversation features: Beth Marcus (Cape Cod Beer) Tammy Sample (Siluria Brewing Co.) Wes Clark (Harvest Hosts) Join us in-person for CBP Connects | Half workshop, half networking Portland, ME | June 10-12, 2024 Register now: cbpconnects-portland.eventbrite.com

In our "What's Going on in..." series. We will partner with State Guilds to spotlight their current successes, challenges, and trends. There is so much we can learn from one another and we hope these conversations can provide you with valuable insights applicable to your state. Next up: Massachusetts This conversation features: Adam Romanow (Castle Island Beer, Founder & CEO) JP Gallagher (Massachusetts Brewers Guild, VP and Lost Shoe Brewing & Roasting Co., Co-Owner) Katie Stinchon (Massachusetts Brewers Guild, Executive Director) Sarah Lee (Jack's Abby, Operations Manager) Join us in-person for CBP Connects | Half workshop, half networking Portland, ME | June 10-12, 2024 Register now: cbpconnects-portland.eventbrite.com

In today’s fragmented marketing landscape, the importance of collaboration has never been more relevant. Some of the best results come from an integrated marketing strategy that utilizes multiple channels and touchpoints to convey a cohesive message. We’ve found that those results can also be amplified by working together with other similar businesses within a local market. No one person or organization can do this alone — it takes collaboration between teams. During our presentation, we intend to show how breweries, an app, and marketing team work together to execute a Craft Beer Challenge campaign that drives meaningful results for all the breweries involved. This conversation features: Aubrey Perry (Crackem) Chris Overlay (Get Hoptimized) Chris Rock (RockPit Brewing & Distilling) Duane Morin (Toll Road Brewing Company) Join us in-person for CBP Connects | Half workshop, half networking Portland, ME | June 10-12, 2024 Register now: cbpconnects-portland.eventbrite.com