The Business of Craft Beverage

May 18–20 | Oakland, CA

In The Spotlight

General Session Presenters announced

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 VineyardRhonda Kallman of Boston Beer Company and Boston Harbor Distillery, and Dave Engbers of Founders Brewing Company.

Complex Questions. Elementary Answers - all at CraftBev 2016!

“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.

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The Elements of Craft
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