It is often said that as a nation we have more that unites us than divides us. Most of us at the Beer Tourism and Marketing Conference would agree. No matter our background or difference of opinions, we all share the same love for an ice-cold beer. And, what’s not to love? Happy hours, family gatherings, sporting events, and even a meal at home are all perfect occasions to share a beer.

But, have you ever wondered how your beer – whether it’s a local craft, a new import, or a familiar favorite arrives on the store shelf and in your hand? It takes more than just great taste. Behind every glass of beer, there is careful system in which brewers, distributors, and retailers work together to deliver choice and variety, while maintaining the quality and safety American consumers have come to expect.

In the United States, beer travels from the brewery to the retailer to the consumer under what is commonly known as the three-tier system. This system separates and licenses the companies that produce or import alcohol, distribute alcohol to licensed retailers, and sell alcohol to consumers. Keeping these responsibilities independent ensures that the beer chain of custody provides oversight and transparency. So, when a thirsty customer heads to the beer aisle, they can trust that their selection is genuine and safe.

In fact, the U.S. has the safest alcohol market in the world. Thanks to the three-tier system, there is tremendous confidence behind every can and bottle on local store shelves.

Unfortunately, other countries around the globe that lack this efficient network can’t say the same thing. Tragically, recent incidents in Mexico and India have proven this fact again. Tourists vacationing in Mexico have suffered dangerous reactions or death from unregulated, tainted alcohol; and, more than 100 people in India recently died from contaminated, bootleg liquor. America’s time-tested independent alcohol distribution system provides the necessary checks and balances to help prevent these incidents from occurring here in the United States.

Beyond safety, our three-tier system spurs competition and growth throughout the beer industry. Each component – suppliers, distributors, and retailers – plays a critical role in the success of our beer market. Consumers are now enjoying beer from more than 6,000 breweries nationwide – up from just 49 in the 1980s.

Beer distributors, which represent more than 3,000 independent companies, are spread out across communities nationwide. They are committed to building brands large and small by investing in state-of-the-art equipment like climate-controlled trucks and warehouses; producing cutting edge marketing strategies and materials; and providing continued education that keeps their employees expert in beer knowledge and reliable partners on the future of beer in their communities.

Because of these investments, beer distributors have their finger on the pulse of the communities where they operate. They are always anticipating new kinds of beers consumers will crave while helping bring new beers into local markets. They work to educate retailers on trends and sales data, and they connect brewer partners looking to grow their brands with consumers ready to expand their palates. With local marketing expertise, brewers are able to access new markets that otherwise would have remained challenging.

This allows brewers to focus on what they do best – make delicious beer.

When it comes to delivering kegs and cases of beer, smaller beer brands are on the same trucks as national staples, allowing those smaller labels to reach scale in an efficient way. In fact, as a conference attendee, you may come across a beer you love. There’s a good chance it’s available back home because of this dedicated tier.

At 141,000 strong, this incredible workforce is not small. These men and women have good-paying jobs that serve as an integral piece of both the national and local economy. Working closely together with brewers and retailers – the result, ultimately, is that beer drinkers in 2019 have access to fully-stocked bars and grocery store shelves with nearly limitless choices of safe, tasty beer.

That, after all, is why we’re here at this conference – because the market is so competitive and diverse that marketing strategies are more important now than ever.

And, that’s a great thing for all of us who love beer.

It’s an exciting time for this industry – with more choice than ever before and an ecosystem that fuels economic growth and entrepreneurism across the country. The National Beer Wholesalers Association is committed to propelling the beer industry further forward and highlighting the beer distributors who remain at the heart of this robust supply chain.

To learn more about NBWA and beer, check out our website.

YOU ARE COMING TO OUR TOWN AND WE CAN’T WAIT TO WELCOME YOU TO BEAUTIFUL BOISE, IDAHO. 

The Beer Marketing and Tourism Conference is right around the corner and we are incredibly excited to welcome everyone to Boise, Idaho! If you live here, then you know how awesome it is that such a cool conference is going to take place in our own beautiful, beer-bustling city. If this will be your first trip, you’re in for an experience you’ll not soon forget.

PAYETTE BREWING COMPANY

Hi fellow beer lovers, I’m Paige Francis. I moved to Boise 10 years ago and fell head-over-heels with this wonderful city. Aside from the great learning opportunities available to you at the BMTC, I encourage you to check out as much of the city and surrounding outdoor adventures as you can—especially the incredible beer scene! If you want some fun ideas for things to do, places to eat, want to find a dynamic bar-scene hang-out, yoga class, or simply want to find a beautiful place to rest and refresh after a full-day at the conference, I’m your gal. Or, just ask any of the Payette staff members for ideas.

Payette Brewing Company opened in Boise in May of 2011 by my husband, Michael Francis. We outgrew our original brewery, and in June of 2016, renovated a vacant 32,000-square-foot athletic facility and made it our new home—Payette Brewing Company in Downtown Boise along the Boise River.

The line-up of speakers and contributors at the conference is impressive and got us at Payette Brewing Company so excited, we decided to throw a party! Not just any ‘ol party, but a knock-your-socks-off party! And beyond that, because we are so committed to the message and mission of the conference, we knew we needed to be a Premier Sponsor. The beer industry needs to fully support the beer industry.

BEER MARKETING AND TOURISM CONFERENCE EVENING PARTY

After a full day at the conference, we know you will be ready to have a beer and visit with your fellow attendees. Come hangout with us in our brewing production area. Here is a sampling of what we have planed for you!

• Crazy games, corn hole, and live music from local acoustic musician, Spencer Batt.
• A token for a free pint of beer and unlimited three-ounce pours of some of Payette’s flagship brands.
• 20-30 minute guided brewery tours at 7:30 and 8:30 PM.
• Local and incredible food trucks on-site for dinner (non-hosted)
• Lime and Coconut, the Art of Thai Cuisine that offers traditional dishes from various regions in Thailand.
• Big Daddy’s Meat Wagon, a protein intensive food truck that offers poutine, fries, burgers and sandwiches.
• Local partners will be on-site, such as City Peanut Shop handing out free Brewer’s Nuts samples and The STIL ice cream shop offering free booze infused ice cream samples. Bags of nuts and scoops of ice cream will be available for purchase. You won’t want to miss that! Right?

LOGISTICS

It is easy to join the party, so don’t think twice about it.

The Payette Party is included in your registration, but an RSVP is required for a bus head count. It takes just a second to sign-up HERE.

If you want to stretch your legs after the conference, it is an easy five-minute walk along Pioneer Pathway to our brewery. Or, head to The Riverside Hotel at 6:45 PM and take the free round-trip bus. Buses will depart Payette Brewing to return to The Riverside Hotel at 9:00, 9:30 and 10:00 PM. There is always your friendly Uber driver too and Boise also has Lime and Bird e-scooters.

COME HEAR ME SPEAK

I am honored to be included in the lineup of speakers at this year’s Beer Marketing and Tourism Conference. Come hear me speak on Wednesday, March 27^th during one of the Breakout Sessions at 1:35 PM as I discuss the power of Graphic Design to achieve successful marketing.

Don’t forget, sign up for the Evening Party at Payette Brewing Company on March 26^th from 6:45 PM – 10:00 PM. You can do that HERE.

We know how to throw a party at Payette Brewing Company so don’t miss it! Conference attendees can also enjoy $1 off all your pints in our Tap Room all day, every day during the conference.

Sponsored post: This post was written and submitted by our conference sponsor, Payette Brewing Co.  Find them on Facebook, Twitter at @PayetteBrewing and Instagram!