The 2020 Sell More Beer Virtual Summit presented by NBWA will take place on November 9-10, 2020. Please add your email address to the Stay Updated box to the right and find us on Facebook and follow us on Twitter and Instagram.
Monday, November 9
7 AM PT/ 10 AM ET How to Stay Afloat & Ahead in a Time of Disruption & Opportunity: In this talk we will collectively consider and discuss the exponential opportunities that personally and professional exist during these COVID crazy times. Julia Herz will use her learnings as a craft beer community stakeholder to feature multiple case studies, strategies and tactics that have proven to be effective for multiple breweries and media members highlighting how they are adapting and evolving. Sponsored by Arryved
9 AM PT/ 12 PM ET The U.S. Beer Market: Past, Present and Future with the NBWA: The beer industry has changed dramatically, especially in a post-COVID world. Brewers, distributors and retailers continue to react to consumers’ demand for innovation in beer while looking at quality and affordability. Existing breweries are merging, setting up taprooms and, in some cases, selling to larger players. Distributors are diversifying ways to get beer to a rapidly changing retail market. National Beer Wholesalers Association Chief Economist Lester Jones will examine where the industry has been and where it is headed. He will present compelling data and insights to help breweries better understand the policy, economic and demographic factors shaping the industry in 2020 and beyond.
11 AM PT/ 2 PM ET Is the Three-Tier System Going to Change for Beer?: Many states saw distribution regulations relax during the pandemic and it’s left many wondering if these immediate changes will stick around for the longterm. Join John Hinman and Erin Kelleher, both of Hinman & Carmichael, LLP, a CA-based law firm specializing in the laws related to the production, distribution and sale of alcoholic beverages, as they discuss changes to, and legal modifications of the three-tier system as a result on current court challenges. They’ll also explore the substantial route to market litigation currently in process and speculate how it will affect the beer industry.
1 PM PT/ 4 PM ET What Craft Beer Can Learn From the Wine Industry: If you are selling craft beer, you are selling a luxury product. Consumers don’t need to purchase craft beer and certainly don’t need to pay a premium over the major brands’ beer. Yet they do because it is an expenditure they are willing to make. Once you realize you are selling a luxury product, everything you do in marketing should change to reflect it. Branding, tap rooms, email marketing, social media, and clubs all should reflect this reality. Successful wineries have been doing this for decades and your brewery can too. Drawing on his 18 years of luxury wine executive experience, learn from Eric Guerra, author of When Great Wine Is Not Enough – A Wine Sales + Marketing Guide For Wineries, Négociants & Wine Brand Owners, how to successfully market your beer. Grab a copy of his book ahead of time for added content knowledge!
3 PM PT/ 6 PM ET The Importance of Partnership in Distribution: Beyond the clinical signature on a distribution contract or the big decision to distribute your own beer is a myriad of operational tasks and strategies. Among these are people in a number of different roles, all affecting the eventual sale of your beer. Join Laura Lodge, author of Distribution Insight for the Craft Brewer, in a discussion that delves into the heart of each of these relationships. Ultimately, the transformation from “relationship” to “partnership” in each case can serve as jet fuel…or magic fairy dust…in the quest to build your brand. When all of the other building blocks are in place and you achieve “partnership” with each person involved, your sales numbers will show dramatic growth and maximum success will be reflected for all. Learn more about how to navigate these relationships and take away tips and tricks to begin these transformations in your brewing business immediately following this connective session.
Tuesday, November 10
7 AM PT/ 10 AM ET Non-Three Tier Tactics to Increase Beer Sales During Pandemic: COVID-19 has certainly thrown a curve ball at the craft beer industry, but breweries have continued to find innovative and creative ways to sell beer, even during a once in a lifetime pandemic. This session will focus on how to adapt in an ever-changing environment without having to rely on distribution to sell beer. Join Paul Leone, Executive Director of the New York State Brewers Association, as he discusses real-life success stories with three NY craft brewers: Nikki Cavanaugh, co-owner of Rushing Duck Brewing Company, Paul Halayko, President of Newburgh Brewing Company, and Jason Havens, owner of Rusty Nickel Brewing.
9 AM PT/ 12 PM ET Building a Beer Trail for the Digital Age: If Dauphin County, PA were a city, it would be in the top 30 for breweries per capita nationwide, so it was only a matter of time before beer tourism sprung to life. Jason Meckes, the Experience Development Director at Visit Hershey & Harrisburg, helped spearhead the Brew Barons Beer Trail, an interactive app, which has added over an estimated $75,400 to local businesses in the three months since launch. During this session, learn how working with your local convention and visitors bureau can help bring beer-minded tourists to your location trail and why developing a beer trail will help you sell more beer!
11 AM PT/ 2 PM ET Direct-to-Consumer Shipping of Beer: How to Build a Compliant and Successful Market: Connecting and selling directly to customers has never been more important for breweries, and in a time of social distancing and the continued rise of the internet economy, breweries need to figure out how to manage these direct interactions remotely. But between a restrictive legal environment and limited logistical services, this can still be tricky to accomplish. Come hear Sovos ShipCompliant’s Senior Regulatory Counsel, Alex Koral, discuss how breweries can legally make direct-to-consumer sales of beer and what breweries and beer lovers alike can do to help build out this nascent market.
1 PM PT/ 4 PM ET Crafting Your Elevator Pitch: Why should I believe in your company? Pete Slosberg, of the famous Pete’s Wicked Ales, will host this interactive session where he’ll review Four Saints Brewing Co. and Mispillion River Brewing’s current elevator/marketing pitch and provide tips to enhance their branding message. Apply his ideas to your branding and new and repeat customers will believe in your brewery too!
3 PM PT/ 6 PM ET Selling More Beer – Marketing, Merchandising & Motivation: Mark Colburn’s “BEER Talks” session will cover three main topics – Marketing, Merchandising & Motivation. In this session, Mark draws on decades of alcohol industry experience sharing his ideas and passion on Target Market Definition, Key Differentiating Advantage, the Marketing Story & Its Vital Role, “the Castle Keep” distribution strategy, Experiential Events, “McQueen Cool Brand Standing,” brand ambassador “do’s & don’ts,” “Clutter Busting” sales rep incentives, “Fun-kifyzation,” and a look into his crystal keg. The presentation will be tailored to brewery, cider, & spirits marketing professionals, taproom management, Chamber of Commerce Directors, brewing-related Academics and Tourism Improvement District executives. Be sure to join Mark for a breath of fresh hops. In the meantime, check out his podcast series, “The Shinerunner Show” or his book: Craft Beer Marketing & Distribution – Brace for SKUmeggedon