The Business of Craft Beverage
May 18–20 | Oakland, CA
May 18–20 | Oakland, CA
Quality, branding, loyalty and relationships define the four elements of craft. So it’s only fitting that the General Sessions at CBE 2016 would be ‘crafted’ around them as well.
As we all know, everything starts with the quality of a product. That’s why the Opening General Session will focus on this topic, presented by Bruce Nissen, Co-Founder of Crispin Cider Company and Jester & Judge, Matthew Hofmann of Westland Distillery and Josh Jensen of Calera Wine Company.
Moving into day two, we’ll shift our focus to branding and loyalty. Who better to talk about this than branding expert Larry Vincent, author of Brand Real.
Rounding out day three will be the Closing General Session, drawing attention to relationships, because without them, how will your business prosper? Listen to industry icons Randall Grahm of Bonny Doon Vineyard, Rhonda Kallman of Boston Beer Company and Boston Harbor Distillery, and Dave Engbers of Founders Brewing Company.
“Craft” is a phenomenon unlike any other in American commerce:
It’s simple to recognize—but hard to define.
It’s ubiquitous—but impossible to fake.
It’s centered on a tight-knit community—but driven by fiercely independent people.
With all this in mind, it’s easy to overthink exactly what makes craft…craft. It’s tempting to search high and low for the keys to the movement’s meteoric rise—while overlooking a very simple, very fundamental truth: A successful craft operation is, and always will be, nothing more than a perfectly balanced marriage of four elements: Quality, Branding, Loyalty, and Relationships.
Big Data has done a lot for numerous industries in terms of providing deeper insights about buying trends, demographics, and sales figures. The same can be said for the craft beverage industry that now has numerous analytics to report across all segments, including beer, spirits, wine, cider and mead. Recently, I had the opportunity to […]
Depending on what segment of the industry you’re in (beer, wine, spirits, or cider), there is likely an amazing national, if not regional or even local, industry trade group to be a part of.
Having just returned from Denver, I want to share a wrap-up of my trip to Colorado where I participated in the Great American Beer Festival (GABF) Media Luncheon & Briefing. The highlights included…