Racing fans, we are headed to Indianapolis!
It’s my first time in Indy, and I might be sneaking away for some fast car-related excursions while in town (Motor Speedway Museum, anyone?). But I’m just as excited about what’s on tap at this year’s Craft Brewers Conference (CBC).
A key word for the state of bev-alc right now is “uncertainty.” Consumers are constantly changing up what they drink, the state of the economy differs by the day and the variety of spiked beverages landing on shelves leaves brewers unsure if their next innovation should be a traditional 4% lager, or an electrolyte-filled 8% ABV flavored malt beverage (FMB).
One thing professional motorsports and the beer industry have in common is that data is vital to a winning strategy. Data is something tangible that we can hold onto and use to see what is actually happening in the marketplace, and what opportunities there may be to find some stabilization, or even growth.
With that said, here are some of the podium-worthy sessions I’m looking forward to, which could provide some tangible takeaways:
Craft Beer Isn’t Dead: It’s Actually Where You Want To Be
When: 11 a.m. – noon ET, Tuesday, April 29
Where: Wabash Ballroom 2, Level 1
There’s a lot of doom and gloom in beer conversations lately, but there are still folks finding ways to capitalize on trends and connect with consumers, focusing on things “you can actually influence and control,” such as “planning, strategy and execution.”
In a session titled “Craft Beer Isn’t Dead,” members from across the bev-alc industry will detail why craft beer is still primed for growth.
This panel has a slew of heavy hitters with data- and experience-backed perspectives, including:
- Karen Hertz, founder and chief brewista at Holidaily, a gluten-free dedicated craft brewery;
- Dan Kiefer, co-founder of Ahead of the Curve Strategy, a Denver-based consulting firm;
- Andrea Starr, senior director, merchandising, at Total Wine & More;
- Ethan Stienstra, co-founder of the E-Premise Group, a digital shelf management and consulting firm;
- And Dave Williams, president of Bump Williams Consulting, a bev-alc data and consulting company.
“By the end of this session, you’ll gain valuable insights into what’s currently working in the beer market, along with practical ideas you can implement in your business right away,” according to the description.
Navigating the Total Beverage Alcohol Landscape: Trends and Insights
When: Noon-1 p.m. ET, Wednesday, April 30
Where: Room 126, Level 1
Attendees of Brewbound Live 2024 will be familiar with the power duo that is 3 Tier Beverages consultant Mary Mills and NIQ bev-alc director of thought leadership Kaleigh Theriault. The two dove into the highs of lows of beer during our December business conference in Marina del Rey, California.
The data experts are teaming up again at CBC in a presentation titled “Navigating the Total Bev-Alc Landscape: Trends and Insights.” They’ll share analysis of NIQ and CGA data for “a comprehensive overview of current trends” across bev-alc.
Their presentation will also include a detailed dive into ready-to-drink (RTD) beverages and how the growing segment is affecting the market and consumer decisions.
If you want to know what’s going on in the market – with data to back it up – don’t miss this session.
Beyond the Tap: Sales Strategies, Smart Partnerships and Innovation in a Changing Market
When: 1:15 p.m. – 2:15 p.m. ET, Tuesday, April 29
Where: Sagamore Ballroom 5, Level 2
Brewbound Live attendees should also be familiar with Yonder founder and CEO Caitlin Braam, who hit the stage in 2023 to bust myths about the cider industry, along with leaders from 2 Towns, Schilling Cider and Artifact Cider Project.
Braam’s 15 years of industry experience includes leadership roles at Seattle Cider Company, Two Beers Brewing and Boston Beer Company’s Angry Orchard, before starting Yonder in Seattle. Now, she’s taking her expertise to the CBC stage, highlighting how bev-alc brands – regardless of size or segment – can get creative to tackle evolving consumer trends and operational challenges.
Braam knows how to get unconventional, operating a joint taproom with Bale Breaker Brewing in Washington. Technically, Washington does not allow breweries and wineries/ciders to share taprooms. However, a 2020 bill added an allowance for distilleries to share space with both, so Braam got creative and started a distillery to open the space, which also sells wine, hard seltzer and more.
Braam was featured last summer in an edition of A Round With … a weekly Q&A series with bev-alc leaders, available exclusively for Brewbound Insiders. Read the Q&A here.
SOCIAL BONUS: Cider Share at Ash & Elm Cider Co.
When: 5-8 p.m. ET, Tuesday, April 29
Where: Ash & Elm Cider Co. Production Facility (2112 E. Washington St., Indianapolis, IN)
Of course, I had to sneak in a cider event.
Ash & Elm Cider Co. is hosting a cider share at their Indianapolis production facility Tuesday night. The cidery is encouraging cidermakers, wannabe cidermakers, cider lovers and the “cider curious” to stop by, network with industry folks and drink some cider because even craft beer’s biggest fans need a break sometimes.
For anyone who hasn’t attended a cider share before, bringing your own bottles or cans of cider to share is encouraged. Get ready to see just how much variety there is in the segment, and sample some delicious bevs.