The Craft Brewers Conference (CBC) was the first industry event I ever attended, so I see it as the unofficial start to a new year. It’s also a great pulse check on how the industry – and all the folks you catch up with – have changed and evolved since the last CBC.
One marker of how the Brewers Association (BA) and CBC itself has morphed since last year’s conference in Nashville, is the inclusion of multiple hard cider conversations in this year’s Las Vegas event.
As frequent listeners of the Brewbound Podcast (or really, anyone who has met me) will know, I am a big hard cider fan, and love that it’s being included more in craft conversations. The hard cider market is now dominated by regional cideries, akin to the craft market, and hard cider products are speaking to many of the innovation trends we’re seeing consumers ask for in beer, including high ABV, non-alcoholic (NA) and flavor-forward. Craft breweries are also starting to create their own hard cider offerings.
The BA even included a dedicated hard cider section to the floor at the Great American Beer Festival last year. And the trade group’s inclusion of the segment has extended to this year’s CBC programming, with the seminars of course making my list (along with some other business-focused craft discussions):
Zero to 100,000 Barrels in 10 Years: What Worked for Schilling Cider
When: 1-2 p.m. PT, Monday, April 22
Where: Venetian Ballroom F & G
Last year, Schilling Cider became a BA member, the first cidery to do so. The Pacific Northwest company also spearheaded the expansion of National Cider Month last year, with activations in Whole Foods, which helped the segment turn typical seasonal declines into dollar sales growth.
In this seminar, Schilling co-founders Colin Schilling and Mark Kornei will recap the cideries decade-long journey to become “a top 20 craft and cider brand family in the nation.”
Schilling and Kornei will “break down the growth story into six categories” that they see as key drivers for their success, and dive into “many examples of what worked and what didn’t in each.”
“The goal of the presentation is to give craft producers aiming to scale up ideas and tools to accomplish that goal in a rapidly changing marketplace,” according to the seminar description.
Business Models for Growing Your Cider Program
When: 1-2 p.m. PT, Tuesday, April 23
Where: Venetian Ballroom E
As previously mentioned, craft breweries are seeing the potential growth opportunities that adding hard cider to their portfolios could provide.
Craft breweries have several different avenues they can take to participate in the hard cider segment, including in-house production, contracting with an existing cidery, or sharing a taproom space with a cider partner.
Discussing the “pros and pitfalls” of each avenue will be:
- Caitlin Braam, founder and CEO, Yonder Cider and The Source Cider (Seattle, Washington);
- Patrick Chavanelle, senior R&D brewer, Allagash Brewing (Portland, Maine);
- Janelle Chrisitian, director, Alcohol and Tobacco Tax and Trade Bureau (TTB) office of outreach;
- Michelle McGrath, CEO, American Cider Association;
- Brighid O’Keane, executive director, Cider Institute of North America;
- Chris Shields, director of education, Rhinegeist (Cincinnati, Ohio).
Interested in catching up on the state of the segment before next week’s talk? Read our recap of 3 Tier Beverages consultant Mary Mill’s data presentation from CiderCon this past February in Portland, Oregon.
Leverage Your Brand or Start a New One? Brand Architecture Strategies for Growing Your Business
When: 1:30-2:30 p.m. PT, Wednesday, April 24
Where: Venetian Ballroom 2401
Whether it’s a hard cider or another brand you want to add to your lineup, there are many questions to consider, such as, “Do you position this new offering alongside your current brand, or under a new name? How do you promote it? And what does this move say about your brewery itself?” according to the description of this seminar focused on “brand architecture.”
CODO Design founder and CMO Isaac Arthur and founder and creative director Cody Fague will explore the decisions companies have to make before launching and marketing a product, whether it’s a new-to-the-world brand, an extension of a flagship product, or even the addition of another breweries’ products through acquisition.
“You will learn how brand extensions, sub brands, and endorsed brands can help your brewery bring new products to market and grow your business – all without threatening the reputation you’ve worked so hard to build,” according to the description.
Many breweries are extending flagship offerings right now – just check out our Brewbound Live panel with leaders from Bell’s, Rogue, Lawson’s and CANarchy (now Monster Brewing) – so this is an incredibly timely conversation.
Your Brewery is a Business, Not a Hobby
When: 1:30-2:30 p.m. PT, Wednesday, April 24
Where: Venetian Ballroom 2201
If you’re not hoping to launch a new brand, but still craving some business advice, I’d recommend this business reality check from Craft ’Ohana (Maui Brewing and Modern Times) president and COO Scott Metzger.
It’s no secret that the craft market is strained right now. Craft dollar sales have declined -1.6% and volume -3% year-to-date through late March, according to the latest off-premise scans from market research firm Circana. And in 2023, BA-defined craft brewery’s recorded a -1% production decline versus 2022, marking the first “measurable drop in production,” since the trade group began tracking craft volume (with the exception of the first year of the COVID-19 pandemic), BA chief economist Bart Watson reported earlier this week.
“Making great beer and having a cool brand are no longer enough to thrive in a crowded market with external factors constantly putting pressure on your business,” according to the seminar description. Metzger will explore strategies for how to “succeed in the modern marketplace.”
Beer can be fun, but it’s still business at the end of the day, and leaders and companies need to operate as such.
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
Jess’ CBC Picks: Innovation, Annual Business Plans and Beer Education
Craft Brewers Conference Primer: A Pre-Conference Reading List
Brewbound Podcast: The Brewers Association’s Dr. J on Thrive, CBC and Vegas Musts