Selling Craft Beer

This seminar will discuss how to develop a post-brewery quality program. As the craft beer industry grows, craft brewers are spreading their wings and distributing their products further from their brewery than ever before. They are assembling teams in the field to sell and distribute their products, but many are overlooking how that beer is cared for once it leaves their brewery. In many cases, brewers are shocked at the products that actually end up in a consumer’s glass once dispensed from a draught system, or even what ends up in that consumer’s home refrigerator.

Track(s): Quality, Selling Craft Beer
Speakers: Jeff Schaefer Matt Meadows Neil Witte Rob Gerrity
Location(s): California Room

Chain accounts are becoming more important today due to consolidation and thus are becoming more difficult to penetrate (secure promotions and distribution). Tom Fox will review insights from the CM Profit Group’s “Suppliers of Beverage Alcohol Retail Partnering Study,” which outlines what chain retailers expect from their suppliers. Plus he will review the type of data that is necessary and how to package your analysis in an effective presentation. If you want to get more productivity out of your chains, this program is essential.

Track(s): Selling Craft Beer
Speakers: Tom Fox
Location(s): Golden Pacific Ballroom

The always entertaining Bump Williams leads a panel of retail chain beer buyers, representing grocery, drug and convenience stores.

Track(s): Selling Craft Beer
Speakers: Jeff Nowicki
Location(s): San Diego Room

This discussion will allow brewers, marketers and managers to understand various laws regarding distribution and advertising to better understand what steps they must take on the front end to protect their companies from liabilities and disputes. There will be opportunity for questions and discussions to help participants explore common costly mistakes in an effort to minimize risk.

Track(s): Selling Craft Beer
Speakers: Anda Lincoln Melinda Sellers
Location(s): Golden Pacific Ballroom

This is a presentation discussing sales business planning in the new era of craft beer sales. Understanding and explaining your wants and needs to the wholesaler, and, in turn, understanding their wants and needs. How do we all find the middle ground and work together to a successful partnership.

Track(s): Selling Craft Beer
Speakers: Adam Lambert John Bryant Tommy Gannon
Location(s): California Room

Around the wholesaling world, what is going on with wholesalers? What are priorities of wholesalers politically, and in the marketplace?

Paul Pisano illuminates issues that are important to beer wholesalers, where there is and isn’t common ground for wholesalers and brewers, and how they can continue to work together to more success for each.

Track(s): Selling Craft Beer
Speakers: Paul Pisano
Location(s): California Room