Variety of needs prompt changes in packaging choices

By Rebecca Marquez, Director, Custom Research, PMMI

Transitions in packaging materials are not uncommon for consumer packaged goods (CPG) companies. Nearly half have transitioned materials in their operations within the last 12 months, and 35% say transitioning has increased, according to Transitioning Flexible Materials Best Practice, a report prepared by PMMI Media Group Custom Research, the proprietary research arm of PMMI, The Association for Packaging and Processing Technologies.

Transitioning decisions are driven by the need to meet sustainability goals, cut costs, enhance product quality and safety, comply with regulations, overcome supply chain issues, and meet changing consumer preferences.  

The Best Practice document, prepared in conjunction with the Flexible Packaging Association and PMMI’s OpX Leadership Network, serves as a guide to transitioning flexible films for CPG companies and their OEMs. The transitioning process requires careful planning, testing, and evaluation to determine whether the new materials are compatible with existing machines or require new machines. A flow chart defines tasks required for transitioning flexible films, and a RACI matrix shows the responsibilities of the groups that should be involved in the process, including Packaging Design and Development, Operations and Engineering, Marketing/Brand Owner, OEMs, and Materials Suppliers/Converters. Step-by-step guidance leads the transition through feasibility; design and development; pilot testing; tracks for legacy or new equipment; commissioning, qualification, verification; supply chain scale-up/commercialization; and evaluation.

A related resource, the PMMI Material Transitioning Dashboard, provides insight into what materials are being used in 44 industry categories, the top 10 materials being phased out, and what replacements will most be in demand during the next three to five years. The fully customizable tool evolved from a PMMI report prepared in collaboration with Ameripen, 2023 PACKAGING COMPASS: Evaluating Trends in U.S. Packaging Design Over the Next Decade and Implications for the Future of a Circular Packaging System and enables users to tailor the data to their industry and business.

For example, the Dashboard reveals the materials most likely to be phased out in the Food and Beverage industry during the next three to five years include polystyrene (PS); polyurethane (PU) and PS foams; polyvinyl chloride (PVC); molded pulp; rigid polyethylene (PE), low-density PE, and polypropylene; and multi-material structures, both rigid and flexible. At the same time, the most likely replacements include post-consumer-recycled (PCR) rigid and flexible formats, recycled materials, reusable packaging, and compostable structures, followed by molded pulp, solid-bleached-sulfate paperboard, bio-based substrates, and flexible and rigid PE.

The top five material phaseouts in the Life Sciences/Pharma/Healthcare sector are molded pulp, PS, PVC, PU and PS foams, and multi-material structures. Favored replacements in this category include PCR rigid and flexible packaging, and materials with recycled, compostable, or bio-based content.

CPG companies planning material transitions have a new resource to tap, the inaugural PACK EXPO Southeast (March 10–12, 2025; Georgia World Congress Center, Atlanta). With 400 exhibitors spread over 100,000 net square feet, the show will present machinery in operation and the latest materials to enhance manufacturing operations, PACK EXPO Southeast ranks as the most comprehensive show in the region offering crossover solutions for today’s biggest packaging and processing challenges for 40+ vertical markets, including Food & Beverage, Household & Automotive, Life Sciences/Pharma/Medical Devices, Cosmetics/Personal Care, Pet Food & Pet Care, and Chemical (household and industrial).

With opportunities for innovation, education, and connection, the debut event is packed with exciting features, including sustainable solutions such as mono-material design and reusable options, expert-led sessions on industry trends, and presentation of cutting-edge technologies such as automation, robots and cobots, AI, augmented reality, virtual reality, and preventative maintenance, as well as innovations for anticounterfeiting, smart packaging, e-commerce, food safety, cold-chain packaging, and life sciences operations. Attendees will be able to explore new technologies, find new packaging materials, meet key partners, observe equipment in action, and compare multiple machinery options.

The Reusable Packaging Pavilion, sponsored by the Reusable Packaging Association, will highlight how reusable transport packaging products and services can reduce waste, lower costs, and enhance supply chain efficiency. Whether optimizing operations or adopting more eco-friendly practices, this pavilion will serve as a gateway to a more sustainable supply chain, which achieves a smaller carbon footprint and supports a circular economy.

The Association Partner Pavilion connects attendees with leading associations that drive innovation and excellence in packaging and processing. This central locale offers a wealth of resources, insights, and expertise and provides access to tools and knowledge to stay ahead of industry trends.

A one-stop shop for resources to strengthen and grow the workforce, the Workforce Development Pavilion showcases the dynamic opportunities offered by PMMI U, including popular training workshops designed to enhance skills and meet industry needs. It’s also the place to observe the impressive mechatronics and packaging programs presented by leading schools. Plus, it provides an opportunity to connect with talented students eager to embark on careers in packaging and processing, making it the perfect platform for networking, talent acquisition, and building strong industry partnerships.

Educational sessions at PACK EXPO Southeast include Industry Speaks and the Innovation Stage. At Industry Speaks experts from the PACK EXPO Partner Program will share valuable insights on the latest industry trends and pressing topics. Representing diverse verticals, these thought leaders will explore key themes and offer actionable knowledge about workforce development, scale-up strategies for emerging brands, advancements in remote services and monitoring, cybersecurity, and evolving industry standards.

The Innovation Stage features free, 30-minute seminars presented each day by industry experts. Discover breakthrough technologies, explore innovative applications, and gain insights into proven strategies to enhance productivity, efficiency, and safety.

PACK EXPO Southeast also offers ample opportunities to connect, collaborate, and build relationships via events such as the Taste of Atlanta sponsored by Multi-Conveyor LLC (4:00–5:30 p.m., Monday, March 10). Open to registrants of the show. Show badge required for entry. 

Later that evening, the next generation of industry leaders will be able to network and learn more about working in the packaging and processing sectors at the Young Professionals Networking Reception at Wild Leap Atlanta (7:00–10:00 p.m., Monday, March 10). RSVP required. Must be registered for the show.

The Packaging & Processing Women’s Leadership Network also will host a reception. Sponsored by Morrison Container Handling Solutions, it will take place from 4:00–6:00 p.m. on Tuesday, March 11, and provide an opportunity to connect with influential women in the packaging and processing industry. RSVP required. Must be registered for the show.

Like all PACK EXPO shows, PACK EXPO Southeast will offer programs and activities just for students to promote careers in packaging.

Attendees have access to a host of tools and resources to help them make the most of their time at PACK EXPO Southeast. My Show Planner, a personalized collection of “must-sees,” tracks interests before, during, and after the show. In addition to providing a personalized resource planning tool and directory of exhibitors and sessions, My Show Planner offers appointment scheduling capabilities.

Personal agendas also can be created and saved in the PACK EXPO Southeast Mobile App, sponsored by ProMach. This free app streamlines show floor navigation with interactive maps, provides access to exhibitor, product, and educational session listings, and delivers show news and information about demos, giveaways, and other activities.  

To help pinpoint prospective suppliers before the show, the PACK Match Program offers PACK EXPO Southeast registrants the opportunity to schedule a free, 30-minute, virtual consultation with an unbiased industry expert. This consultation will generate a list of suppliers capable of addressing the registrant’s specific business challenge(s). Register for an appointment by Feb. 25.

Discover the future of packaging and processing at the new PACK EXPO Southeast (March 10-12, 2025; Georgia World Congress Center, Atlanta), the most comprehensive show in the region offering crossover solutions for today’s biggest manufacturing needs for 40+ vertical markets. Attendees will find the Atlanta location, a manufacturing hub of the region, convenient and easy to access for teams to attend, assess the latest technologies, learn from leading industry experts, and make valuable connections to meet current or upcoming project requirements. Registration is $30 through Feb. 14, after which the price increases to $130. For more information and to register online, visit packexposoutheast.com.

PACKlanta: Dive Into Innovation

This episode of PACKlanta takes PACK EXPO Southeast attendees beyond the show floor, highlighting must-see science and technology attractions in Atlanta. Pairing these innovative experiences with the cutting-edge advancements at PACK EXPO Southeast makes for the ultimate tech-filled adventure! Read more.

men and women sitting at long picnic tables full of food and glass of beer at Coastal Brewery

Coastal County Brewing 

A Family-First Destination Brewery

By: Gerald Dlubala

Fred Thibodeaux was born to be near the ocean and enjoy all the water has to offer, especially boating, fishing and scuba diving. Born into an entrepreneurial family, he initially desired to use his love of water and outdoors to build a business. But the other love of his life, brewing quality craft beer, kept calling. He began working at a tavern in Jacksonville, Florida, where he spent time with the brewmaster and learned a few basics, and it was enough to get him a full-time assistant position at Gordon Biersch Brewpub in Arizona. There, Thibodeaux learned how to brew German Lagers and about the connection between food and beer. Due to a desire to learn more about larger systems and recipe building, he moved on from Gordon Biersch to Duck Rabbit Craft Brewery, a North Carolina microbrewery specializing in full-flavored dark beers.

  “Duck Rabbit had great atmosphere,” said Thibodeaux. “We produced about 10,000 barrels of darker beers like browns, porters, stouts, and barrel-aged options a year. I learned recipe formulation, packaging and bottling machinery and repair, different equipment uses, and how to troubleshoot and repair glycol systems. I always enjoyed working on and repairing equipment like engines, pumps, valves, and electrical systems, and learning how to do the same with glycol systems obviously helps keep downtime to a minimum. That is a huge deal in breweries. But just as importantly, I learned the importance of comradery in the craft brewery business.”

  Thibodeaux’s desire to be closer to home, family, and the ocean eventually led him to Cigar City Brewing in Tampa, this time as a production brewer. His skills portfolio expanded once again.

  “At the time, Cigar City Brewing was only about five years old but expanding,” said Thibodeaux. “They had two brewing systems, a brew pub15-barrel system and a larger 30-barrel, 4 vessel system. I hung out in their dedicated lab, learned how to use a centrifuge, and gained experience in efficient cleaning procedures, overall brewery efficiency, dry hopping, and the importance of water chemistry. They were IPA-heavy and big into experimental flavor-enhanced brews, sours, and barrel aging. It was a perfect opportunity for me. They also allowed employees to brew their own recipes sometimes, and I really enjoyed my time there.”

  When Thibodeaux’s friends wanted to start a brewpub in Jacksonville, he was brought in to help them start, build, and get their brewery running.

 “We started with nothing and built Wicked Barley Brewing,” said Thibodeaux. “I gained experience in the optimal flow of a brewpub, the buildout, and the construction process. I researched location choice, marketing strategies and startup procedures. We made ciders and meads, so again, a new, experience and opportunity. I also helped with food and beverage pairing. It was a family-focused, dog-friendly brewery, which was a new concept at the time. It was a great experience because I filled their needs with my experience while learning about providing family entertainment in a place where customers could hang out and enjoy themselves with their families.”

A Brewery of His Own

  After Wicked Barley successfully opened, Thibodeaux’s dream of opening a brewery came to fruition. With the encouragement of his mom and family, he began the process of opening Coastal County Brewing in his hometown of Pensacola.

  “I have to thank my mom for encouraging me and being a big motivator to follow my dreams,” said Thibodeaux. “She was an immense help and motivated me to combine my interests and start a brewery here in Pensacola. She offered a location that she had for me to use. It is in a neighborhood, so I knew the brewery had to be family-focused for it to work. We went all in on that idea, making Coastal County Brewing a family place with something every family member can participate in and enjoy, including their pets. We started small because of our money situation. We did a lot of the work ourselves, physically laying the sod, and building the outdoor area and décor using natural, earthy materials like plants, stone, and water features. We complemented those using pallet and reclaimed barn wood within the brewery. We have an awesome garden green space for guests to enjoy. I wanted our brewery to feel like your own home or backyard. We decorate for holidays and events as you would do in your own home. We do it every single month, and I think folks recognize that and feel welcomed just walking in the door.”

  Thibodeaux says that Coastal County Brewing is known to be a great getaway place within the neighborhood where the whole family can relax and enjoy quality food in an impressive, wood-surrounded outdoor area. New themed activities occur every weekend in the brewery and include related food offerings and backyard cookouts, including crawfish boils, oyster events, fish fries, crab, and shrimp boils, po boy parties, and more. The brewery also has a full-service kitchen food menu along with backyard cookouts. Families, including children and pets, can use the dog park, onsite playground, bounce houses, disc golf course, gaming areas, and more, all on the brewery’s property.

A Less than Stellar Startup Was No Deterrent

  “As luck would have it, we opened up a week before COVID shutdown,” said Thibodeaux. “We couldn’t even experience that critical first month of business when breweries like us usually get a bump just by being the new place in town. We could offer carry-out, but we weren’t even fully staffed yet. Because we had no historical sales or paycheck data, we didn’t qualify for any available business help through the government. Thankfully, we’ve overcome all of that and are now doing well, including our tourism crowd, but at the time, it was a real issue.”

  Thibodeaux says that most of his business comes in from their revolving calendar of events, which are all family and pet friendly. While the first thing to come to mind is dogs when we hear the term pet friendly, Thibodeaux says he’s welcomed all kinds of weird pets to walk through these doors, including various birds and snakes.

  “We’re lucky in that we’re not trapped in this location,” said Thibodeaux. “The brewery sits on about 2 ½ acres with a lot of space left to improve or add on. We’re always thinking of new ideas to experiment with or unique things to add. We’ve added pavers and astroturf to combat the heavy foot traffic. I make our signage so it is unique but also cost-efficient because, as anyone who has priced signage can tell you, the price and lead time involved is shocking.”

The Importance of Authenticity

  “We always want to be authentic to who, what, and where we are,” said Thibodeaux. “There are too many businesses that are basically copies of other breweries and brewpubs, and that’s not likely to work in the long run. First and foremost, we are a business that believes in sweat equity and taking care of our employees. I want to remain employee-centered while celebrating and reflecting on the things that we love and stand for, like the beach, fishing, diving, boating, and all things related. That’s what you’ll see and experience when coming in, and I’ve built that using the materials that I know. It is a stressful life because I’m actually running three businesses here on top of all the equipment maintenance schedules we adhere to. There’s our beer garden, which needs routine maintenance and landscaping upkeep, just like any outdoor space. But specialized areas also require regular attention, like the playground, activity and game centers, furniture, disc golf course, and more. Then there is the brewery and its maintenance, daily operation, and supply needs. And there’s our full-service restaurant that includes the operation, normal ordering, and special orders for our events and cookouts. Our heavy event schedule also demands planning, prep work, and execution. It’s a lot.”

Experience Pays Dividends

  “I knew what type of brewing equipment I wanted from my previous brewery experiences,” said Thibodeaux. “Our brewery runs a custom system that I designed and had built myself, rather than paying the upcharge that using a middleman would’ve cost me. It’s a 7 ½ barrel direct fire system with a 10-barrel oversized mash tun that is a combo vessel, a mash mixer lauder tun. We use our kettle whirlpool daily and can clean one side while brewing on the other. And we have five fermenters and one 7 ½ barrel brite tank.”

  Coastal County Brewing makes many seasonal beers, always giving customers something fresh and new. There is a wide range of ciders and seltzers as well. The brewery’s use of bar top canners has overtaken the popularity of growlers or crowlers, where the beer has a shelf life after opening. Guests can mix, match, or customize a 4-pack of oxygen-purged 16-ounce cans for personalized to-go orders.

  “We offer about 200 different beers throughout the year, and we make everything I’ve been taught how to make. We have 12-13 core beers and 15 or so seasonal beers. Our ciders are popular, with our pineapple cider being among the most popular. We offer our standard beers and around five specialty beers every week. We run 30 beer taps, and I’ve created a one-of-a-kind seltzer fountain machine that pours our seltzers and blends them with a choice of 7-8 flavorings, with the ability to change flavors instantly. We do it all.”

  Thibodeaux tells Beverage Master Magazine that Coastal County Brewing also features a creative beer-forward program. Customers can pay for a beer in advance for a friend by name or for an unsuspecting guest matching the qualifications provided by the beer donor.

  “We have a big military presence here in Pensacola, so it kind of started with the serviceman wanting to buy beers for their friends,” said Thibodeaux. “They’ll pay for it upfront, and when the person comes in, they get the free beer. But our regulars took it a step further and started doing it for guests like the first nurse that walks in, the first person with a specific dog breed, or whatever. It can be anything, really, even buying a beer for an employee not working that day. We keep track of the beer-forward names or qualifications on a big whiteboard. It’s become a very cool way to pay it forward.”

Brewery Challenges Are Abundant

  “One of the biggest debts we incur is labor,” said Thibodeaux. “I always make it a point to cover my labor costs first. This is their livelihood, and I make sure to respect that. Here in Florida, the minimum wage is rising every year until we reach the $15.00 an hour rate. After that, the more consistent expenses like utilities or rent will go out no matter what. The things any brewery owner has to watch closely are the fluctuating expenses like raw material costs and related food prices. We’re a business of margins, and an owner must remain conscious and budget wisely every single week to survive in today’s market. When starting out, have a solid business plan. Work with the SBA so you know what you’re doing. In my case, my educational background and previous experience working in and experiencing different brewery situations paid huge dividends. This industry is always evolving, and as brewery owners, we have to evolve with it. The next couple of years are going to be interesting.”

For more information, contact Coastal County Brewing at:

Coastal County Brewing

3041 East Olive Road

Pensacola, Florida 32514

850-741-2973

www.coastalcountybrewing.com

hands holding small barrel pouring whiskey into a glass

Beyond Pretty Photos and Videos:

How Strategic Storytelling Drives Real Business Results for Craft Beverage Makers

By: Jake Ahles, Founder + Creative Director: Morel Creative

If you think brand storytelling is just about creating videos and photos for social media, you’re missing the point. It’s about using visuals as tools to deliver tangible business results across every brand touchpoint—your website, pitch decks, shelf talkers, tasting room coasters, and beyond. This is why having a clear, consistent, and cohesive storytelling strategy is critical.

  Over the past decade, consumers have become increasingly discerning—looking for brands that don’t just sell products but also share authentic stories and values. For many beverage brands, social media has been a game-changer, providing an accessible way to capture attention quickly. But with so much competition, it’s easy to feel overwhelmed—trapped in the endless cycle of creating scrappy content just to keep up. Without a clear strategy, all that effort often fails to deliver meaningful results. Brands end up stuck in the content ‘hamster wheel’—constantly producing at scale, relying on user-generated or influencer content, which more often than not leads to burnout or low-quality posts that fail to form a connection. And the much-hoped-for ‘viral post’ lottery ticket? It rarely materializes.

  Meanwhile, buyers, investors, and distributors expect polished, strategic storytelling to justify shelf space or major capital investments. If you can’t differentiate your brand story, you risk getting lost in a sea of similar offerings—even if your product is outstanding.

  As a result, many emerging beverage brands stall out before truly hitting their stride. They’re caught between trying to appear ‘authentic’ on social media and needing a cohesive, scalable brand narrative that attracts real market traction.

The Three Problems Beverage Brands Need to Solve

  Given how saturated the food and beverage space has become, it’s never been more challenging for an emerging brand to stand out. To truly break out and build a loyal fan base, there are three key problems beverage brands must address:

1. A Distinct Brand Story: With so many look-alike products on shelves and social feeds, brands that don’t define a cohesive story struggle to capture the hearts of both consumers and potential investors.

2. Over-reliance on Scrappy, One-Off Social Content: Social media can provide quick wins, but it seldom builds long-term equity. That leads to constant churn without real momentum or brand loyalty.

3. Failure to Turn ‘Authenticity’ Into Business Results: With tightening venture and investor capital, even if a brand has early buzz, retailers and investors increasingly need a clear, strategic narrative before granting premium shelf space or writing checks. Many well-intentioned brands stall out, never achieving real scale.

  Ultimately, countless beverage brands burn through resources, never differentiate themselves, and remain trapped in the noise. But it doesn’t have to be this way. By focusing on a clear and consistent storytelling framework, your brand can not only cut through the noise but also attract funding, earn premium shelf placements, and build a fiercely loyal customer base.

The 4Cs Framework: Clarity, Cohesion, Consistency, Connection

  With the right storytelling framework, an emerging brand can unify its message across B2B and B2C channels, grab the attention of consumers, retail buyers, and investors, and truly become a category leader. The 4Cs framework is designed to simplify and streamline this process. Here’s how it works:

Cohesion: Your story needs to touch all brand touchpoints—from social media to your website, in-store displays, and email campaigns. A cohesive story ensures every piece of content feels like it’s part of a larger narrative.

Clarity: Articulate your value proposition and customer benefits in a straightforward way. Consumers and investors don’t have time to decode complex messaging.

Consistency: This doesn’t mean telling the same story over and over. It means staying true to your brand’s values and ensuring every piece of content aligns with them.

Connection: Forming an emotional connection with your audience is critical. Whether they’re end consumers or distributors, people buy into brands they feel aligned with emotionally.

The F.E.E.E.D. Ingredients

  If the 4Cs provide the structure, the F.E.E.E.D. Ingredients provide the flavor. These are the elements that make up your brand’s DNA:

Facts: Ground your story in truth. Highlight the tangible aspects of what makes your product special—whether it’s your sourcing, process, or quality.

Education: Showcase your expertise and the benefits your product provides. Share knowledge your audience values.

Engagement: Invite your audience to participate—whether that’s through social campaigns, events, or user-generated content.

Emotion: Build a connection by tapping into your audience’s feelings. Stories that evoke emotion are far more memorable.

Differentiation: Clearly articulate what sets your brand apart—whether it’s sustainability, heritage, or innovation.

mixed red drink with ice and fruit on top in a glass

Applying Storytelling to Solve Problems

  So, how do these frameworks come together to help your brand stand out?

  First, you need to identify the unique problem your brand solves for your audience. For instance, maybe you’ve finally cracked the code on crafting a non-alcoholic wine that actually tastes like wine. Or perhaps your brewery specializes in unique flavor profiles, offering a local twist no one else can replicate. Your distillery might focus on sustainability, using locally sourced ingredients to reduce carbon emissions. Whatever it is, make sure your story focuses on the problem you’re solving and how your brand uniquely addresses it.

  Second, pair the 4Cs with your F.E.E.E.D. Ingredients to create meaningful content that drives real business outcomes—from brand growth to fundraising, increased shelf space, and customer loyalty.

  The Key Components of Meaningful Content

Once you’ve clarified your brand’s story and unique value proposition, it’s time to create content that works as hard as you do. Here’s what to focus on:

Lead With Your Value Proposition: Highlight what your brand does better than anyone else. This is the core of your story.

Focus on Benefits to Your Customer: Remember, your audience doesn’t care about your product—they care about what it does for them. Does it solve a health issue? Help them fit in with a community? Align with their values?

Keep Business Goals in Mind: Content for the sake of content is a trap. Every piece you create should serve a purpose—whether it’s driving sales, securing shelf space, or attracting investors.

The Alternative: Burnout and Missed Opportunities

  If you’re not prioritizing storytelling, the alternative isn’t pretty. Burnout, wasted resources, and a great product that never gets the recognition it deserves are all too common in the craft beverage world. Without a storytelling framework, it’s easy to get lost in the noise.

  But with a strategic approach in place, your content can do the heavy lifting—turning your craft beverage into a category leader.

Where to Start

  Take a look at your current video and photo storytelling. Measure it against the following questions:

•   Do you know what your unique value proposition is?

•   Is it based on more than just facts but also emotion and customer benefits?

•   Is it clear in your messaging what your brand stands for and what sets it apart?

•   Is that message consistently driven home across all of your brand touchpoints?

  If you’ve answered “no” to any of these, use this article as your starting point. By embracing a storytelling framework that’s clear, cohesive, and consistent, you’re not just creating beautiful visuals—you’re building a brand that resonates, inspires, and sells.

  The craft beverage brands that understand this approach will define the future of the industry. And there’s no reason yours can’t be one of them.

bottles of beer from McCarthy

Tracing the Pacific Northwest Roots of the American Single Malt Revolution  

By: Becky Garrison

During a damp trip to Ireland, the late Steve McCarthy, founder of Oregon-based Clear Creek Distillery, had the opportunity to taste many a single malt to avoid the rain. Upon his return to Oregon, he had the distinction of being the first distiller to bring an American single malt to market. His first single malt was distilled in 1994 and released in 1998. Made using 100% peated barley from Scotland and aged in 100% garryana oak barrels (a tree particular to the Pacific Northwest), McCarthy’s single malts embodied both Scottish and Pacific Northwest whiskey traditions.

  After Hood River Distillers acquired Clear Creek Distillery, McCarthy’s 3-year-old Oregon Single Malt continues to remain their flagship whiskey. Other McCarthy single malts have been released that celebrate the bounty of this region, including a 6-year single malt finished in sherry casks.

  Caitlin Bartlemay, Master Distiller for Clear Creek Distillery and Hood River Distillers, Inc., observes, “Since the release of McCarthy’s American Single Malt, there have been hundreds of distillers across the country with the same idea; to dig into their region and share the culture through their craft.” For example, the October/November 2019 issue of Beverage Master highlighted the rise of Pacific Northwest American Single Malt whiskies.

  In 2010, Westland Distillery in Seattle was founded as the second distillery in the United States dedicated solely to producing American single malt, behind Stranahan’s in Denver, founded in 2004. During his tenure as Marketing Director for Westland Distillery, Steve Hawley recognized early on the difficulty to succeed with American single malt whiskeys without having a formal category to work within. Together with Westland co-founder Matt Hofmann, they decided to establish the American Single Malt category by bringing together varied producers to draft a formal definition and petition the TTB to add it into their regulations.

  At the 2016 American Crafts Spirits Association annual convention in snowy Chicago, Hawley and Hofmann proposed a meetup of other American single malt distillers.  From this meeting, the American Single Malt Whiskey Commission (ASMWC) was founded as the face of this movement, with the goal of establishing a standard of identity for “American Single Malt Whiskey.” In addition to Westland, the other founding members of the ASMWC included: Balcones Distilling (Waco, TX), Copperworks Distilling (Seattle, WA), Few Spirits (Evanston, IL), Headframe Spirits (Butte, MT), Santa Fe Spirits (Santa Fe, NM), Triple Eight Distillery (Nantucket, MA), Virginia Distillery Co. (Lovington, VA), and Westward Distillery (Portland, OR).

  As these conversations ensued, the group aligned together on various ways to also promote the category to the trade and end consumers. Hawley assumed the role of President of the ASMWC with currently over 100 distilleries listed as members on the ASMWC website.

  The ASMWC took on the task of not only drafting the proposed definition but petitioning the TTB for it and advocating for the details of it for years. They hosted meetings and calls with TTB to help give them context for why designation was important —how it benefits producers and consumers—and they have been the central body for organizing the support and industry consensus required by TTB to take action. They also played the critical role of educating not only the trade and consumers but also, importantly, the TTB itself on the finer point of the rulemaking and how certain stipulations needed to be addressed based on factors such as production realities, competitive forces, and consumer clarity.

The TTB Approval of the American Single Malt Category

  On December 18, 2024, the TTB added a new type of whiskey for the first time in 52 years: American Single Malt Whiskey by including the new Standard of Identity to Part 5 of the Code of Federal Regulations with an effective date of January 19, 2025. This definition clearly defines the category and protects its producers and their products by stipulating that American Single Malt whiskeys adhere to the following production standards:

•  Mashed, distilled, and aged in the United States

•  Distilled entirely at one U.S. distillery

•  Distilled to a proof of 160 or less

•  Distilled from a fermented mash of 100% malted barley

•  Stored in oak barrels (used, uncharred new, or charred new) with a maximum capacity of 700L

•  Bottled at not less than 80 proof

  In the April 23, 2023, edition of the New York Times, whiskey author Clay Risen pointed out how this American definition is looser than Scotland’s famously rigid rules. “Like Scotch, American Single Malt would have to be made at one distillery—hence ‘single’—using 100 percent malted barley. But while the Scottish version must be distilled on a pot still and aged for at least three years, neither requirement would exist in the United States. Also, tradition (though not law) dictates that Single Malt Scotch be aged in used casks, usually Bourbon barrels, but no such expectation exists for its American counterpart.

  These less-rigid requirements will allow distillers latitude in terms of their distilling practices. While most distillers will use a pot still for distilling their single malts, there are others who choose a column or hybrid still. Also, the looser barrel requirements allow for considerable flexibility in cask finishes with distillers having the ability to age their spirits in new oak casks, as well as used casks that once held beer, wine, sherry, and other spirits.  

The Significance of the TTB Designation

  Being from Seattle, Tyler Pederson, Master Distiller at Westland Distillery, uses rain as a metaphor to describe the impact of the TTB’s decision:

  An idea from a single producer can condense out of thin air and fall to earth as a single drop of rain. Its impact upon the ground on which it falls is very real, but also very localized as it percolates through the soil. As others coalesce around similar ideas and the raindrops begin to fall, they can saturate the ground and create a puddle. However, it isn’t really until the raindrops fall upon a defined topography that they begin to have recognizable features as a common whole.

  What is first a puddle can quickly become a pond, then a stream which feeds a lake, and eventually a river flows to an ocean. The definition from the TTB provides us with the necessary landscape in which we can take shape and have a meaningful impact in the world of whiskey. Distillers now have solid ground to where they can innovate and pour their resources into, leading to a rich environment where whiskey lovers can journey and explore the various features. No doubt, the coming torrent of innovative and thoughtful new products will have whiskey lovers singing in the rain.

  When asked how this formal designation informs how Westward Whiskey produces and markets its whiskeys, Westward’s CEO Tom Mooney replies: “All of us at Westward Whiskey are thrilled that TTB has officially recognized American Single Malt as a unique and distinctive whiskey category. Crafting world-class American Single Malt demands exceptional time, investment, and expertise. This new standard of identity will protect the integrity of the category and empower consumers to explore the exciting future of American whiskey.”

  According to Bartlemay, while their production and sales approach for McCarthy’s will not change as their production falls within the new rules for this category, this new designation will be incredibly important when it comes to speaking about McCarthy’s in the market. “It adds an extra layer of distinction when speaking to customers that are new to the category and elevates us amongst our peers on the global market,” she opines.

  When Talking Cedar Brewery and Distillery (Rochester, WA), the first distillery in the US built on tribal lands, opened in 2020, they planned to embrace American Single Malt as their flagship whiskey. According to Ryan Myhre, Head Distiller and Brewer, bringing on Matt Hofmann to supervise their whiskey program only solidified and reiterated that vision.  “Matt is a key player in the space and brings years of experience developing and producing world-class American Single Malts.” 

  Myhre adds that this vision is only furthered by the strong barley research programs and initiatives in the state of Washington, of which Hoffman has intimate knowledge and connections.  As he reflects, “While we plan to explore a wide range of barrel-matured whiskey products, the whiskey zeitgeist in Washington will certainly be American Single Malt for the foreseeable future and beyond. Moving forward, Myhre predicts their biggest challenge will be educating and growing a consumer base that is certainly more familiar with bourbon and rye-based whiskies.

The Future of the ASMWC

  As Hawley notes, the TTB approval is just the end of the beginning. “We now have an official category to rally behind but the work of educating and promoting continues,” he states.  The ASMWC will continue to be highly active in developing programs that support their members as they look to expand their businesses and the category more broadly. Also, they will be active in finding ways to protect the integrity of the category at home and abroad. And we will continue being a voice in broader whiskey and spirits-focused issues such as agriculture, tax reform, transparency in spirits, tariffs, and more.

More information about the ASMWC can be found on their website, https://www.americansinglemaltwhiskey.orghttps://www.americansinglemaltwhiskey.org

Billy Busch, Author of “Family Reins”

Branding Your Beverage

By: Billy Busch, Author of “Family Reins”

Building a beverage brand is about more than creating a great product. It’s about creating a connection — something that makes people not just enjoy your drink but feel a part of its story. Having grown up in a family whose name has become almost synonymous with American beer, I’ve had the privilege of seeing how a strong brand can transcend generations. That perspective, paired with my own journey in the beverage industry, has taught me some enduring lessons about what makes a brand resonate.

  A brand’s journey is deeply personal. It’s shaped by the passion and purpose of those behind it. Whether you’re a start-up crafting small batches or an established company expanding your reach, the principles of branding remain the same. The process of creating something that people connect with is both an art and a science, requiring attention to detail, adaptability, and a clear sense of purpose. In this article, we’ll explore how to bring these elements together to create a beverage brand that stands out and lasts.

Create a Story that Sticks

  Storytelling is the foundation of any great brand. People don’t just buy a drink — they buy what it represents. Whether it’s nostalgia, celebration, or adventure, your beverage should evoke an emotional response.

  Growing up as part of the Busch family meant being surrounded by the larger-than-life narrative of a company that built its reputation on quality and innovation. The Budweiser Clydesdales weren’t just clever marketing; they symbolized tradition and reliability. Those horses galloped their way into the hearts of millions, not just because they were beautiful but because they represented a story of hard work and commitment.

  Today, the connection is so strong that anyone who sees a Clydesdale horse immediately thinks of Budweiser. This association has become so ingrained in the American identity that even foreigners recognize it. To them, Clydesdales are synonymous with American life, and American life is synonymous with beer. This powerful link shows how a brand can transcend its product and become part of a culture’s fabric — something every beverage creator should strive for when building their own narrative.

  When building your own brand, think about the moments that shaped your journey. Maybe it was experimenting in your kitchen late at night or finding inspiration in a family recipe passed down through generations. Share those moments in a way that feels authentic and invites others to be part of your vision. Your story doesn’t have to be elaborate — it just has to be real.

Understand Your Audience’s Aspirations

  Your beverage may start with your story, but it thrives on how well you connect with your audience. Successful branding begins with a deep understanding of the people you’re trying to reach. What do they care about? How does your product fit into their lives?

  In my family’s history, understanding the American spirit was key to creating a brand that resonated. Budweiser became a symbol of celebration and camaraderie because it was marketed as more than a drink — it was part of a lifestyle. Americans are hardworking. It’s all about building that American Dream for the average working-class individual. We gave them an outlet, a story they could relate to, because it’s the truth — we’re a working-class beverage. That insight came from knowing the customer intimately and recognizing what they valued.

  For your brand, this might mean aligning with health-conscious consumers, appealing to craft beverage enthusiasts, or tapping into nostalgia. Pay attention to what your audience aspires to and create a brand that complements those goals. It’s not just about satisfying a thirst; it’s about offering something meaningful.

Design for Recognition

  Branding isn’t just what people hear about your product; it’s also what they see. A powerful visual identity sets your beverage apart in a crowded marketplace. This includes your logo, packaging, color palette, and even the shape of your bottle or can.

  The Busch name became synonymous with iconic visual cues: the Clydesdales, the distinctive red and white of Budweiser, and even the elegance of the Anheuser-Busch eagle. These visuals became symbols of the brand’s quality and heritage, instantly recognizable on shelves and in advertisements.

  When creating your own design, simplicity and consistency are your best allies. Your branding should tell your story at a glance. Think about what makes your beverage unique and how you can visually represent that. A cohesive and striking design not only draws attention but also builds trust and familiarity.

Focus on Authentic Innovation

  Innovation is a double-edged sword. On one hand, it’s critical to differentiate your product; on the other, it must feel genuine to your brand’s identity. When my ancestors pioneered refrigerated railcars, they didn’t just expand distribution language — they redefined how beer was enjoyed across the country. That kind of innovation wasn’t about chasing trends; it was about solving a real problem for consumers.

  Authentic innovation doesn’t have to mean reinventing the wheel. It can be about adding different values to your product or letting it evolve with the times. Sometimes, innovation is as simple as creating a new product line to cater to more people. It’s about constantly adapting and finding fresh ways to connect with your audience. Whether through flavors, formats, or experiences, innovation ensures your brand remains relevant and appealing in a changing world.

  No matter what, authentic innovation should always serve a purpose beyond novelty. For example, consider how sustainability has become a critical factor in consumer choices. Offering eco-friendly packaging isn’t just a trend — it aligns with values that matter deeply to modern buyers. Similarly, experimenting with functional beverages, like those infused with vitamins or probiotics, can open new market opportunities without straying from your core brand identity. Innovation works best when it enhances both your product and your audience’s experience, reinforcing the trust they place in your brand.

Create Memorable Experiences

  A beverage brand lives beyond its product when it creates experiences that connect people. Whether it’s a memorable advertisement, a tasting event, or a social media campaign, the moments you create around your brand can leave lasting impressions.

  One of the reasons the Busch family’s legacy endured was their ability to make drinking beer a cultural experience. During the Super Bowl, just hearing the pounding of horses’ feet — without even looking at the screen — immediately signals which commercial it is. That’s creating a memorable experience. These iconic moments don’t just sell beverages; they build emotional connections that keep people coming back, turning a drink into a cherished tradition.

  You can do this on any scale. Think about how you can build memories around your beverage. Maybe it’s a clever slogan that becomes a part of everyday language or a grassroots campaign that builds a local following. What matters is that people feel like they’re part of something bigger when they engage with your brand.

Be Consistent and Memorable

  Consistency builds trust, but flexibility keeps your brand relevant. Your messaging, design, and values should remain steady, but be willing to adapt as your audience evolves. Anheuser-Busch thrived for so long because it maintained its core identity while embracing change.

  Consistency doesn’t just mean maintaining the same colors or logo. It’s about staying true to your values and ensuring that every touchpoint reinforces what your brand stands for. This applies to everything from your social media posts to the experience customers have when they interact with your product.

  Flexibility, however, is where innovation meets opportunity. Consumer preferences shift over time. For example, the rise of craft beverages and health-focused options created new demands in the market. Brands that recognize these shifts and adapt without abandoning their core identity are the ones that continue to thrive. It’s about evolving to meet your audience where they are while reminding them why they loved your product in the first place.

  Flexibility also allows you to experiment with new ideas and collaborations. These moments of creativity can breathe fresh life into your brand while staying aligned with your story. Just ensure that every move you make reinforces the trust and recognition you’ve built with your audience.

Building a Legacy that Lasts

  Creating a beverage brand isn’t just about what you’re selling; it’s about what you’re building. A great product may get people to take a sip, but a great brand will keep them coming back. By crafting a compelling story, understanding your audience, and creating a memorable experience, you can lay the foundation for a brand that stands the test of time.

  As you build your brand, remember that authenticity and consistency matter as much as creativity and innovation. The most memorable brands are those that not only stand out but also stand for something. Your story, your values, and your vision are the heart of what makes your beverage unique.

  Whether you’re just starting out or looking to grow, branding is an ongoing process. It requires adaptability, attention to detail, and a commitment to staying true to what makes your product special. With the right mix of these ingredients, your beverage brand can become a legacy in its own right — something people will remember, trust, and share for years to come.

  Billy Busch, heir to the iconic Anheuser-Busch empire, is ready to share an insider’s view of one of America’s most legendary dynasties.

  His new book, Family Reins, chronicles the fascinating journey of the Busch family: their rise to build a brand that epitomizes the American Dream, their unmatched successes, and the personal and professional struggles that came with living life at the intersection of family and business.

  From growing up on a sprawling estate with pet elephants and private yachts to witnessing corporate battles, tragedy, and scandal, Billy offers a candid and deeply personal perspective. This story isn’t just about beer; it’s about resilience, legacy, and the complexities of family life in the public eye.

hand holding box with floating gears against constellation sky

Crafting the Future

Trends in Packaging for Craft Beverages

The craft beverage industry has become synonymous with innovation, creativity, and personalization. From small-batch breweries to artisanal distilleries, producers in this space thrive on delivering unique products to increasingly discerning consumers. While the spotlight often falls on the beverages themselves, the importance of packaging in this industry cannot be overstated. Packaging serves as a functional necessity, a marketing tool, and a key to sustainability — and today, it’s evolving faster than ever.

  The Craft Beer and Spirits: Success Through Packaging white paper produced by PMMI, The Association for Packaging and Processing Technologies, reveals how the craft beverage industry responds to consumer demands, environmental pressures, and technological advancements. These trends are shaping the future of packaging and creating opportunities for craft producers to stand out in a competitive market.

Sustainability Takes Center Stage

Sustainability has moved from being a niche concern to a defining characteristic of successful packaging. Craft beverage producers are adopting eco-friendly practices to meet consumer expectations and comply with regulatory pressures. According to PMMI’s research, the push for sustainable packaging is driven by environmental awareness and cost efficiency.

Recyclable Materials: Aluminum cans are a staple in the craft beer industry due to their high recyclability and lightweight nature. Many producers are also exploring paperboard carriers and compostable packaging for six-packs, further reducing their environmental footprint.

Lightweight Glass: For premium beverages like craft spirits and kombucha, lightweight glass bottles offer a more sustainable alternative to traditional glass while maintaining a high-end aesthetic.

Biodegradable Alternatives: Some brands are experimenting with plant-based or compostable materials for labels, rings, and bottle closures. These innovations help address growing concerns about plastic pollution.

  Sustainability isn’t just about materials; it’s also about storytelling. Many craft beverage companies use their packaging to communicate their commitment to the environment, featuring details about carbon-neutral production, local sourcing, and energy-efficient processes. For today’s eco-conscious consumers, this transparency builds trust and loyalty.

Customization & Personalization

  Personalization has emerged as a key differentiator in the crowded craft beverage market. Packaging is no longer just a container for the product; it’s a canvas for storytelling and brand identity. Digital printing technology has been a game-changer, allowing producers to create highly customized packaging with shorter lead times and lower costs.

Limited-Edition Designs: Seasonal releases and collaborations are increasingly paired with exclusive, eye-catching packaging that creates urgency and appeals to collectors.

Localized Branding: Many craft producers are using packaging to reflect regional pride. From imagery of local landmarks to nods to regional flavors, these designs create a sense of connection with local consumers.

Interactive Features: Augmented reality (AR) and QR codes are becoming popular consumer engagement tools. By scanning a label, customers can access virtual brewery tours, cocktail recipes, or video content that deepens their connection with the brand.

  This emphasis on customization is especially valuable for smaller producers, who can use their packaging to convey authenticity and stand out against mass-produced competitors.

Single-Serve and Ready-to-Drink Formats

  Convenience continues to shape consumer behavior, and the craft beverage industry is responding with innovative packaging formats. Single-serve and ready-to-drink (RTD) options are on the rise, catering to consumers seeking portability and ease of use.

Slim Cans: First popularized by hard seltzers, slim cans are now a favorite across craft beverages, from canned cocktails to craft sodas. Their sleek design is visually appealing, easy to handle, and fits conveniently into coolers and cupholders.

Pouches and Cartons: While unconventional, flexible pouches and paperboard cartons are making inroads in categories like wine and RTD cocktails. These lightweight options are both eco-friendly and portable, appealing to outdoor enthusiasts and on-the-go consumers.

Variety Packs: Mixed-flavor packs, especially for craft beer and hard seltzers, are gaining popularity as they allow consumers to sample multiple products without committing to a single flavor.

  PMMI’s data shows that the RTD segment is among the fastest growing in the beverage market, with packaging innovations playing a crucial role in its expansion. Craft producers who prioritize convenience in their packaging design can capture a significant share of this growing market.

Enhancing Shelf Appeal

  Packaging is often the first consumer interaction with a product on a crowded retail shelf. Craft beverage producers are investing in bold, innovative designs that capture attention and reflect their brand identity.

Vivid Colors and Artistic Labels: Many craft breweries and distilleries collaborate with local artists to create visually stunning labels that double as works of art.

Textured Packaging: Techniques like embossing, metallic finishes, and raised lettering add a tactile element to packaging, enhancing its premium feel.

Transparency: Clear bottles or windows on cartons are increasingly popular, particularly for beverages like kombucha and craft sodas. Showing the product itself conveys freshness and quality, appealing to health-conscious consumers.

  These design elements do more than attract attention; they communicate the brand’s values and personality. For craft producers, packaging is a powerful tool for conveying authenticity, creativity, and quality.

Smart Packaging and Technology Integration

  Integrating smart packaging technologies opens new possibilities for consumer engagement and product transparency. From interactive features to enhanced traceability, these innovations are helping craft producers connect with their audience and improve operational efficiency.

Traceability: QR codes and NFC (near-field communication) tags allow consumers to trace the origins of ingredients, learn about production methods, and verify the authenticity of premium products.

Freshness Indicators: Smart labels that indicate freshness or optimal serving temperature are gaining traction, particularly for craft beer and kombucha, where storage conditions can affect quality.

Consumer Interaction: AR experiences, such as virtual brewery tours or gamified promotions, provide an engaging way for consumers to interact with the brand beyond the product itself.

While still in its early stages, smart packaging represents a significant opportunity for craft beverage producers to differentiate themselves and build stronger connections with tech-savvy consumers.

Automation and Scalability

  As the craft beverage industry grows, so does the need for efficient packaging solutions. Automation is playing an increasingly important role, enabling producers to scale their operations while maintaining quality and consistency.

  PMMI’s research highlights several key areas where automation is making an impact:

Filling and Sealing: Automated systems ensure precise filling and secure sealing, reducing waste and improving productivity.

Labeling and Coding: Advanced labeling machines can handle intricate designs and variable data, such as batch numbers and expiration dates, with speed and accuracy.

End-of-Line Solutions: Robotic systems for case packing, palletizing, and shrink wrapping streamline the packaging process and reduce labor costs.

  For small and mid-sized craft producers, modular automation solutions are particularly appealing. These systems can grow alongside the business, providing a cost-effective way to increase production capacity without a significant upfront investment.

Balancing Tradition with Innovation

  While technology and sustainability are driving significant changes, many craft beverage producers are also staying true to their roots. Packaging that reflects traditional craftsmanship and authenticity remains a strong selling point, particularly for consumers seeking artisanal products.

Hand-Finished Details: Wax seals, hand-applied labels, and other artisanal touches create a sense of uniqueness and premium quality.

Minimalist Design: For some brands, simplicity is key. Clean, understated packaging can convey sophistication and allow the product itself to take center stage.

  Balancing tradition with modern innovation allows craft producers to appeal to a broad audience while staying true to their brand identity.

Looking Ahead

  The future of craft beverage packaging lies at the intersection of creativity, sustainability, and technology. As PMMI’s insights reveal, the industry is poised for continued evolution, driven by consumer preferences and the need for operational efficiency. Key priorities for craft producers include:

•   Investing in sustainable materials and processes to meet environmental expectations.

•   Leveraging digital printing and smart technologies to create engaging, personalized packaging.

•   Adopting automation to scale production without sacrificing quality.

  For craft beverage producers, packaging is more than a container — it’s a reflection of their values, a platform for storytelling, and a critical driver of consumer engagement. By staying ahead of these trends, craft producers can continue to delight consumers and thrive in an increasingly competitive market.

  Craft beverage producers can learn more about ways to take advantage of these trends while discovering the future of packaging and processing at the new PACK EXPO Southeast 2025 (March 10–12, Georgia World Congress Center, Atlanta). As the most comprehensive show in the region, PACK EXPO Southeast offers crossover solutions for any of today’s biggest manufacturing needs for 40+ vertical markets. Brands will find the Atlanta location, a manufacturing hub of the region, convenient and easy to access for teams to attend, assess the latest technologies, learn from leading industry experts, and make valuable connections to meet current or upcoming projects.

To register, go to…

packexposoutheast.com

book titled business lessons with two hands holding 2 beer mugs full of beer

Top 10 Business Lessons from 2024

Insights to Craft a New Path Forward in 2025

By: Raj Tulshan – Founder and Managing Partner at Loanmantra

As we look back at 2024, beverage businesses reflect on the past year that tested their adaptability, resilience and creativity. Navigating economic uncertainties and leveraging new forms of technology, business owners demonstrated remarkable ingenuity in a post-Covid business world. Here’s a look at the top ten small business lessons. What we’ve learned—and real-world examples of how to put these insights into action.

1. Adaptability and Flexibility can lead to Economic Sustainability.

Small businesses in 2024 faced fluctuating interest rates and inflation. Their sound financial management and steady operations kept them afloat.

Navigating Economic Volatility: One bakery in Chicago got creative with the changes in the market. Sweet Spot Bakery adjusted its pricing model to account for rising ingredient costs. By introducing dynamic pricing based on their real-time expenses, they maintained profitability without alienating customers. Puesto, an Italian restaurant chain from La Jolla, California raised prices 8% during busy periods and reduced them 20% during slower periods. A case study shows they boosted sales by 12% while retaining their employees.

Strategic Cost Management: A small retail store in Atlanta reduced their costs by renegotiating contracts with suppliers. By switching to energy-efficient lighting they saved 15% on monthly operational expenses. Green upgrades to a business may not only offer cost savings but can help businesses qualify for tax breaks and incentives in some cases.

2. Embraced Technology like AI, Automation and Augmented Reality.

  Businesses that found a way to incorporate technology and embrace digital tools and AI flourished. They improved their efficiency, reached new audiences and gave customers a more ways to interact with products, services and brands.

Adopting AI and Automation: Many business owners turned to AI to reduce manual and repetitive tasks. AI-driven software automates bookkeeping, scheduling, customer interactions, and even some marketing jobs. For example, a small law firm in Denver implemented AI-driven document review software and cut their case preparation time by a staggering 30%.

Augmented Reality: Lush Looks Boutique in New York integrated an augmented reality (AR) feature for virtual try-ons on their Shopify store, which increased online sales by 40%. Industries including tourism, real estate and even education are using AR to help consumers visualize themselves in various settings. This is especially important as a new generation of consumers place more value on having authentic experiences and will spend money for higher levels of quality of drinks, foods and experiences.

3. Focused on CustomerCentric Approaches.

  Better understanding and catering to customer needs proved vital for growth this year. And that means establishing a two-way dialogue between beverage companies and their patrons and taking that feedback to put a plan into action. People want to feel acknowledged, taken care of and treated well.

Personalization Matters: FlexFit Studio in Los Angeles used CRM software to send personalized workout tips and promotions, boosting membership renewals by 20%.

Customer Feedback as a Guide: Green Bean Café in Portland added vegan options to their menu after analyzing online reviews and feedback from their clients. Understanding this new consumer segment brought in a 25% increase in local visits.

4. Adopted Shifting Workforce Trends.

  Retaining top talent required flexibility and a greater focus on the employee’s well-being.

Flexibility Retains Talent: Numerous small businesses juggled the balance of remote and hybrid work models, aiming to strike the right balance for their business. In one example, CreativeHive Agency in Austin retained their top performers by offering remote work options and subsidizing their employee’s coworking memberships. This resulted in a 10% productivity boost.

Employee Well-Being is Non-Negotiable: A small landscaping business in Miami introduced mental health days for their staff and even partnered with local mental health experts for their people. This initiative is estimated to have reduced turnover by 30%.

5. Boosted Online Security.

  Protecting sensitive information has become critical in a digital-first world. This is one of the business lessons that will be essential for the future.

Protecting Against Cyber Threats: Many businesses implemented multi-factor authentication and regular employee trainings to reduce cyber-attacks. These proactive approaches helped stave potential data breaches and strengthen client trust. The U .S. Chamber of Commerce has taken a more active role in educating companies on how to ensure their businesses are secure in a digital, online world.

Steps to Boost Cybersecurity: The Chamber advises taking these steps boost security. Use antivirus software and keep all software updated, enable Multi-Factor Authentication, manage Cloud Service Provider (CSP) accounts, secure, protect, and back up sensitive data, secure payment processing, control physical access, back up your data and control access to company data.

6. Made Sustainability and Community Affairs top Priorities.

  Customers increasingly value purpose-driven businesses that prioritize sustainability.

Consumers Value Purpose-Driven Brands: Younger customers put their money where their values are. Many small businesses, like EcoBrewery Co. in Asheville, stood behind their mission and values to attract new customers by introducing recyclable packaging.

Social Responsibility Focus: According to Nielseniq, Gen Z prioritizes brands that align with their ethical and social principles: environmental sustainability, social justice and corporate transparency. Supporting brands that demonstrate sustainable sourcing, eco-friendly packaging and corporate social responsibility initiatives. For this generation, buying a product is not just a transaction but a statement of their personal values and beliefs.

Investing in Sustainable Changes: Businesses turned to local grants and funding to help them create greater value. BrightTech Manufacturing in Dallas installed solar panels on their physical space, reducing energy costs by 20% and earning a sustainability award from a local business association.

7. Adapted to Capitalize on New Opportunities.

  If the past several years has taught business owners anything, it’s that being able to pivot quickly is what can enable them to thrive sometimes.

Pivoting Pays Off: Finding the white space in the market isn’t always about the product or cost. Sometimes innovation comes by way of constraint. A photographer offered virtual photo shoots. unlocking new revenue streams and client base.

Global Opportunities: A startup with large amounts of overhead sourced parts throughout the world reducing their production costs by 25%.

8. Leveraged Support Network Partners.

  Strong partnerships and mentorship provided essential support this year.

Collaboration Over Competition: In St. Louis, several small boutiques banded together for a holiday market, increasing foot traffic and boosting sales for their collective audience.

Seeking Expert Advice: SmartStart Co. in Atlanta was one of many SMEs to join their local chamber of commerce mentorship program. Through their participation, they gained insights that grew their revenue up to 15%.

9. Secured Needed Access to Capital.

  One of the top concerns for small business owners is securing capital. Access to capital is a prime barrier that keeps business owners from starting or expanding their business. This will continue to be a top concern heading into the new year. How important is access to capital for small businesses?

  A study by US Bank found that 82% of businesses fail due to cash flow mismanagement. Almost half (43%) of small businesses applied for a loan last year according to Fed Small Business.

Ready Paperwork for Steady Financing: Business owners plan ahead by gathering documents that are required for financing before funds are needed. For example, many business owners set up a free, secure account at loanmantra.com so that everything needed to secure funding is ready.

Building Relationships with Lenders: Sometimes a line of credit through a local community bank or credit union can enable a business to grow and expand.

Government Programs Are Valuable: Small Business Administration loans grow communities, particularly underserved communities, through small businesses.

10. Small Business Lessons Continue

  These lessons from 2024 highlight the resilience and creativity of small business owners. Applying strategies–from dynamic pricing to customer loyalty programs–businesses are surviving and growing. Carrying these insights forward into 2025 can help craft a roadmap to navigate the new challenges and opportunities ahead.

  Raj Tulshan is founder and managing partner at www.loanmantra.com. Reach him via Linked-in at https://www.linkedin.com/in/tulshan/.

several mean and women standing at the bar smiling and holding glasses of beer and mixed drinks

The Benefit of Getting to Know Your Customers

By: David DeLorenzo

Just like the theme for the beloved TV show “Cheers” says, everyone wants to go where everybody knows their name. Customers feel good when they are acknowledged, when their favorite drink order is remembered and simply when they are treated like a regular at their favorite bar, winery or brewery.

  But developing client rapport is about so much more than ensuring your customers will come back again and again… it can actually impact of safety of your business, protecting you and your staff in the long run.

  Overall, your goal as a business owner is to do just that—stay in business. Running a profitable and responsible establishment is all about being present while serving those that are guests in your restaurant.

  And something as little as taking a few extra minutes to get to know your regular customers, at least on a surface level, can help you avoid getting hit by a large lawsuit due to potentially overserving someone. This could have simply been avoided by taking a little time to engage with customers, especially ones who come in regularly.

  Every establishment is different, and depending on the type of business, each will have a unique dynamic, whether it’s a coffee shop a nightclub or a neighborhood tavern. However, most business owners who have been in this industry for some time have developed an understanding of the mechanisms they need from a safety precautions standpoint. They know how to hire the right people and instill the right protocols to keep people safe and keep their establishment out of trouble.  

  If you’re doing something right, the same people will return, and return often. Establishments that get their fair share of regulars can leverage this to their advantage in multiple ways. Owners have the opportunity to really get to know their regulars, to welcome them into their establishment and make them feel at home by remembering their name or their favorite beverage order. This is a great way to make your customers feel valued, which will likely encourage them to return.

  This isn’t just a feel-good tactic, retaining regular customers is great for your bottom line. Even a 5% increase in improved customer loyalty can increase your profits by 75-95%. Your regular customers are walking advertisements—they will not only come back, they will bring their friends and tell others about your place, too. Regular customers also typically spend more. All these factors are major green flags for why you, and your staff, should focus on developing a personal connection with your regulars. You can even incentivize return customers with loyalty programs, specials and discounts.

  But if you operate an establishment that serves alcohol, one of the most crucial reasons you should get to know your customers is so you can determine if they have had too much to drink on any given occasion.

  When you get to know your regular customers, you’ll not only become familiar with their favorite appetizer or drink order, you’ll get to know their jokes, their mannerisms as well as how they act when they are completely sober—and how they act after they have had a little too much to drink.

  Their demeanor may change once they have had an alcoholic beverage or two. And this is important to pay attention to. This is why it is particularly important to train staff on how to detect whether someone has been drinking before they enter your establishment.

  If a regular comes in completely sober to your knowledge, you and your staff can then watch for those cues once they start ordering some drinks. This is not only for the safety and protection of your establishment, but it’s the ethical common practice of taking care of your customers and ensuring they don’t put themselves into a dangerous situation after having some drinks at your bar—such as behind the wheel of their vehicle.

  As bar and restaurant owners, of course you’re in the business to make money, to create a place of community for people to come eat, drink and be social. But you must also take on the responsibility of ensuring, to the best of your ability, that your customers can get to their next destination safely once they walk out the door.

  It’s also important to conduct your establishment according to the law… particularly in the face of the trend wherein lawsuits are getting funded like businesses.

  This trend involves private equity money going to help fund lawsuits for people that get into accidents and want to fight the insurance companies. With more capital, attorneys are able to stretch out their cases, and they are able to take on more cases.

  In cases like this against an establishment such as a bar or brewery, you have a more sympathetic jury and social inflation working against you. From a social standpoint, people look at the establishment, whether it’s a bar or tavern, as the corporate bad guy. Regardless of the facts and characteristics of the case or what actually happened, this can become a bad situation for the establishment and the defense attorneys that are representing them. It becomes more and more difficult to fight it off when the plaintiff’s attorney is being funded by a lot more money through private equity.

  This, in particular, is why it is more important than ever for bars and establishments that serve alcohol to have air-tight protocols, solid and ongoing staff training and other safety practices in place. Training employees on the necessary rules regarding serving alcohol should be coupled with training them on how to determine whether someone may be inebriated, or on their way to that point.

  I cannot stress enough the importance of timestamped video surveillance in and around your establishment. Have it, and hold onto it for at least 30 days.

  Depending on the type of establishment you operate, having security personnel outside your facility, such as in the parking lot, as well as at the door, is also essential. Having proper documentation in place, and having it easily accessible, is also important. Having the right documentation is only half the battle—you have to be able to prove you have it when the time comes.

  Overall, developing personal relationships with your customers is primarily about enjoyment from everyone’s perspectives. Hopefully, in the course of your business, a lawsuit will be a non-issue. But something as simple as awareness of your customers—who they are, what they order and how they act based on that order—can be an undervalued safety tool that you and your employees should all take into consideration.

  Out of his passion for serving the restaurant and hospitality industry, David DeLorenzo created the Bar and Restaurant Insurance niche division of his father’s company The Ambassador Group, which he purchased in 2009. For more than 20 years, he has been dedicated to helping protect and connect the hospitality industry in Arizona.

For more information visit…

barandrestaurantinsurance.com

astronaut standing on moon holding a glass of beer

Revolution & Evolution of Our Drinking Culture

By: Hanifa Sekandi

It is 2025, hold on to your beverage marketing seats, this ride is about to get interesting. With health, wellness, and affordability at the top of consumers’ minds, beverage marketers must rethink their approach to appealing to consumers. Balance is key and this is what people seek. People are looking for beverages made with quality ingredients at affordable prices. The more in-know consumers become, courtesy of social media platforms like TikTok (which followers deem the people’s University) the more eyes will be on your brand and every detail will be scrutinized. The beverage industry is experiencing a revolution that requires brands to evolve and expand.

  Before diving into the future, it is essential to take an expedition back to the past and look at how beverage trends have evolved. Also, cultural shifts are new or borrowed from the past as trends tend to be cyclical (think wide-leg jeans and bell bottoms), simplifying their lives and but full of meaningful experiences. When looking at the popularity of the vintage consumer goods market and how vintage merchandise from beverage brands is valued, the adage “never throw out a timeless item” holds. Beverage brands have leveraged this and implemented elements from decades past marketing strategies into current campaigns. The rebirth of vintage merchandise will be a trend to watch. It will surely become popular among brands during this beverage revolution.

Beverage Marketing of Yesteryear

  A cultural shift brands will see in 2025 is value-added marketing. What does this mean? Brands must clearly state what value their beverage adds to their consumers. Marketing strategies need to be clear and concise. The pomp and circumstance that captivated consumers in the last decade is over. Even the luxury goods market is seeing a shift in consumer response to out-of-touch marketing campaigns or campaigns that push social issues while selling their products. Brands need to understand their place in the lives of their consumer. Brands that refuse to adapt to this shift will lose favor.

  What beverage brands can borrow from marketing strategies from the fifties to the nineties is relatability. During this time, beverage brands understood that it was their job to fit into the consumer’s lifestyle rather than trying to entice consumers to fit in with them or join a movement. Yes, adorning adverts with celebrities by beverage companies was certainly not unusual, but seeing everyday people in advertisements was the norm. Casting an unknown who would become the face of the brand appealed to the aspirational dream that anything is possible. Depicting families in wholesome interactions also demonstrated to consumers that family is the cornerstone of society and as a brand we are here to support this ideal.

  Consumers could see themselves in marketing campaigns, this would be more than enough. Modern marketing focuses on what could or should be. Who are brands to decide who or what consumers ought to be? This evolution will spur a revolution of consumers demanding their agency back and hence their buying power will teach brands now more than ever who they should be to their desired consumer. With this evolution, brands will become the student and the consumer the teacher.

Is the Party Over?

  It is not that people do not like to imbibe or celebrate over a good cocktail. The issue is that modern marketing has lost its connectivity. Consumers recognize this in every facet of consumerism. This has led them to look to the past. Their childhood, their parent’s childhood to find glimmers of simplicity and joy. Consumers desire relatability. When looking at an advertisement from Budweiser in the 1950s, the social milieu of that time is quite evident, stereotypical, at times questionable, sometimes even offensive and, for some, sexist. These advertisements not only performed well but also spoke authentically to the consumer because society was family focused. Beverage brands also knew that their beverage was an optional choice. Marketers knew they needed to position themselves as something that fit an existing lifestyle. This is the shift that is taking place in drinking culture. How does your brand fit?

  The working woman also wants to entertain her family or her significant other in the comfort of her home. She loves her independence but also loves having people to lean on. The modern man does not find joy in being alone at the bar. Modern advertisements that highlight single and lonely patrons at the bar do not speak to the sincere desire of consumers. People feel disconnected and desire connection. The idea that drinking alone is empowering will not support the evolution of drinking culture. Nor does it capture what people truly desire. Also, loneliness is not a trend. It is a state of being that most do not long for in their lifetime even with a drink in hand or otherwise.

  Ads that target a small segment of society to the greater whole should be abandoned. This does not mean that brands should not focus on their targeted consumers; it means that they should lean away from social ideals that do not reflect the consensus of the modern consumer. Moreover, marketing strategies should focus on lifestyle rather than current societal norms or politics. Customers are influenced by the choices of their peers and beverage companies should keep this in mind. Believing your brand is so influential that it controls how people feel about life and their decisions; is a road no brand should walk down in 2025 and onward.

Lifestyle Focussed Marketing

  Brands that seek inclusivity should consider this when crafting their beverages. Consumers desire access to products free from seed oils, harsh preservatives, and additives. It is about access and, therefore, should be quality regardless of the price point. Marketing your beverage at low prices with low-quality ingredients paired with a marketing strategy displaying that this brand is for everyone is misleading and dishonest. Everyone should have access to good-quality beverages made by brands that do not cut corners for profit.

  High-end brands are not simply aspirational because they signify an elevation of status. The appeal is also the quality of the beverage as it conveys vitality when consuming this beverage. Your beverage may contain low-quality sweeteners while other market choices consist of honey, monk fruit, or maple syrup. Understandably, you should consider costs when making a beverage and cheaper ingredients may save money in the short term, but as consumers become more knowledgeable about ingredients, it will impact sales and long-term profits. A seasonal beverage consisting of low-quality ingredients sold during the holidays may get a pass but one sold throughout the year may experience a dip in sales over time.

  It is essential to think ahead and move with the changing times. Reformulating your current product line is a good start. It will also allow your brand to revamp its branding and marketing strategies. New and improved campaigns perform quite well. It also demonstrates a commitment to your consumer.

  It has been a long time since brands have been under the microscope. The 2000s ushered in what consumers see today from beverage brands. Brands pushed the envelope with marketing campaigns. While doing so exhausted their budgets on being the next best beverage, and this worked. It complimented the culture of the time. Drinking culture is shifting once again. It is a fast-moving evolution that has its foot in the past but also the future. A future where people value the nostalgia of their childhood. A time when beverage brands were a fixture during sincere moments of joy and laughter.