After missing Craft Brewers Conference (CBC) in 2023, I’m so excited for this year’s event to reconnect with industry friends and learn more about what will impact craft beer in 2024.
Here are the seminars I’m most looking forward to:
“Innovation: What Does It Mean and How Can It Help Your Business”
When: 2:30-3:30 p.m. on Tuesday, April 23
Where: Venetian Ballroom F & G
The word “innovation” has been thrown around so much in the past few years that it hardly means anything anymore, but if there’s anyone I trust to break down the state of innovation in craft today, it’s this panel.
Discussing how creativity in the brewhouse can meaningfully impact a brewery’s bottom line and best practices to achieving it will be:
- Natalie Rose Baldwin, brewmaster Wayfinder Beer (Portland, Oregon);
- Tanya Cornett, innovation brewmaster, 10 Barrel (Bend, Oregon);
- Kelly McKnight, lead R&D brewer, New Belgium (Fort Collins, Colorado);
- Megan Parisi, head brewer downtown taproom, Samuel Adams (Boston, Massachusetts).
Together, these women have seven decades of brewing experience and their expertise ranges from breweries with annual output between 700 and 2 million barrels, according to the seminar page.
Attendees can expect to “learn how continuing to innovate can help your brand stay relevant, continue to push boundaries, and ultimately help your bottom line.”
I’m hoping to gain insights into how craft brewers can leverage product innovation to recruit new drinkers into the segment.
“Being a Strong Business Partner: Best Practices for Building Your Annual Business Plan”
When: 2:30-3:30 p.m. on Tuesday, April 23
Where: Bellini Ballroom 2101
Developing an annual business plan (ABP) that satisfies all stakeholders is the beer industry equivalent of a tightrope act – and actually might be more stressful than doing the real thing high up in a circus tent.
Sharing wisdom gleaned from their years of experience at the country’s largest craft brewers and distributors are:
- Jennifer Grant, general manager and VP, Markstein Sales Company (Antioch, California);
- Ashley Pond, director of business development, Deschutes Brewery (Bend, Oregon);
- Sarah Swafford, sales and distribution analyst, Liquid Death Mountain Water;
- Katie Wescott, VP of trade development, Southern Glazer’s Wine, Spirits and Beer of Nevada.
The panel will discuss the changing elements of brewer-wholesaler relationships in a world where distributor consolidation is the norm.
“Being a strong business partner, a brewery that really understands partnership, is critical to a successful ABP and earning distributor focus. In this seminar, we will discuss the key components of an ABP: planning, process, preparation, and execution,” the seminar page reads.
Key takeaways for attendees include learning what distributors are looking for in ABPs, how to avoid common pitfalls and how to create “actionable items and set clear expectations for the entire year.”
“Engaging Brewery Staff and Customers Through Beer Education”
When: 10-11 a.m. on Wednesday, April 24
Where: Bellini Ballroom 2101
As someone whose beer career began as a brewery tour guide spouting the brewing process and tasting steps for visitors by the dozens, beer education has always been near and dear to my nerdy heart. But we’ve come a long way from the days of showing guests how to crush hops in their hands and hoping they don’t make cheesy jokes about cannabis in the process.
Many of today’s craft drinkers already have a base knowledge of beer ingredients and process… and some are still thoroughly confused. How can craft brewers thread the needle between these groups and still hold their attention?
A bevy of beer educators will break down “different approaches to attract not only fervent fans, but everyone who can appreciate a craft beverage”:
- Max Finnance, senior manager of education and training, Artisanal Brewing Ventures;
- Kaylyn Kirkpatrick, director of education, Brewers Association;
- Em Sauter, founder and cartoonist, Pints and Panels;
- Chris Shields, director of education, Rhinegeist Brewery.
Attendees can expect to learn how to meet and engage drinkers at their current knowledge level and learn creative ways to educate and challenge notions of beer education for internal and external audiences.
Read More: Brewbound’s Guide to the 2024 Craft Brewers Conference
Brewers Association Hopes to Turn Craft’s Luck at CBC in Las Vegas
Justin’s CBC Picks: State of the Industry, Fawn Weaver, Government Affairs and Chain Buyers
Zoe’s CBC Picks: Hard Cider, Brand Extensions and Business Smarts
Craft Brewers Conference Primer: A Pre-Conference Reading List
Brewbound Podcast: The Brewers Association’s Dr. J on Thrive, CBC and Vegas Musts