Strategies for Inspiring Brands

Brand building is both art and science, but the emphasis for most craft beverage producers has been on the art. As the landscape continues to evolve, having a brand strategy with just the right amount of detail will be the key to sustaining success. This session will show you how to bring some structure to the process of brand-building without compromising your soul.


  • Clarify your brand story
  • Understand what you should and shouldn’t listen to when you talk to your drinkers
  • Develop the why and how of defining your ideal drinker
  • Explain how brand personality works, and how you can make it work harder
  • Learn how to seamlessly assemble the pieces into a powerful brand strategy



Mike Kallenberger

President Tropos Brand Consulting

Fred Bueltmann

Author | Independent Consultant | Beervangelist | Spirited Advisor | Certified Cicerone