Author: Cyndi

Event-Season Tips for Restaurateurs & Vendors

Cyndi
man and women with beer glasses sitting outside with other people

By: David DeLorenzo

Summertime often equates to weddings, events, festivals, outdoor concerts and more where a variety of vendors converge to serve food, drinks and more. Establishments and vendors have a unique opportunity through these events to promote their businesses to a whole new demographic. However, these types of events come with their own set of specific circumstances in which restaurants and vendors need to be prepared for — and that they need to protect themselves from.

  First off, the more you know about the situation you’re going into or the event you’re scheduled to participate in, the better. This is key because your extended coverage for these events will depend on exactly what is going on during the event. You’ll want to make sure that you have your own insurance and understand exactly what that insurance will cover and what it won’t for any off-premises event.

  This will depend on not only your carrier but also on whether your current coverage will extend to the event. The extension of the premise may not. Some carriers have a designated premise of the endorsement, which will not allow their policy to cover the business at an event.

  It also depends on the role your business is playing at the event. For example, if you are a vendor of the event and not the host, the coverage requirements needed will be up to the host of that specific event and the city in which the event is being held, if it is held on city property.

  If the host has insurance for their event, it doesn’t necessarily mean that if a vendor shows up there they would have coverage if they were pulled into a lawsuit. So before committing to an event, check with your broker or insurance company to see if that coverage extends.

  Additional event coverage may require an added fee and your carrier will probably want to know the exposure basis of the event. This can include the size of the event and how many people are expected. This includes not only the total attendance count but also what percentage of those ticket sales include alcohol sales.

  The carrier will likely specifically want to know the event’s estimated attendance count of people consuming liquor. That number will be taken into account differently than the total attendance count.

  The carrier will also want to know what exactly is taking place at the event because anything from bouncy houses to ax throwing can become liabilities. It’s important to note that 99% of the time, these types of things are automatically excluded from a policy anyway.

  For example, consider if you’re a vendor participating in an event and you have your own insurance coverage that protects you from liquor liability for serving people at the event. If there happened to be an accident due to ax throwing and they were to get sued based on the ax injury because of alcohol, there would be an exclusion altogether.

  It is highly unlikely that a carrier will cover a vendor for those instances. That’s why it’s essential to recognize that in many cases, events with dangerous activities should be approached with a “buyer beware” attitude. You need to be cognizant that at these types of events, your company could be pulled into a claim or lawsuit that you may not have coverage for.

  Major events and festivals are often seen as opportunities to make more money, get additional exposure and get your name out there. However, if you aren’t fully aware of all the details of the event and all the things happening during it, you could be putting yourself at risk.

  It’s also important to recognize that with proper coverage, your carrier should cover your business for the normal instances of serving alcohol at the event. But with exclusions for things like the examples of a bouncy house or ax throwing, you would not be covered. If there was a claim due to an accident that was excluded on the premises policy, then anyone and everyone participating in the event would be on their own to defend themselves in the case of a lawsuit.

  However, if a person who consumed too much alcohol then decided to get into the bouncy house and broke both their legs may try to go after the vendors that served alcohol at the event, that would likely come out of their pocket, as an insurance would likely automatically decline it. On the other hand, if a patron drinks too much at the event and gets into a car accident, the vendor’s liquor liability coverage would likely protect them in that instance.

  It’s also wise to look for assault and battery exclusions on event coverage policies. Many of these events have assault and battery exclusions, meaning that if someone gets beat up at the event and wants to sue the host or a vendor, they will not have coverage for that.

  While event season is heating up, we’ve continued to see pretty steady and fair market premiums for event and off-premises coverage. This is highly situational and also depends greatly on what the host city or venue requires in terms of coverage.

  In many instances, two different coverages may be required — one from the city and one from the venue. Some cities may require coverages that are through the roof while others may only require a minimum limit. It is vital to understand what the municipality where the event is taking place is asking for in terms of limits on insurance.

  For example, they may ask for $1 million or they may ask for $5 million. However, if they ask for the latter, this can be discouraging for vendors to participate. At that point, it becomes very difficult for a company to see the value in signing a piece of paper for $1,500 for one day of $5M worth of coverage. It’s overkill, quite honestly because you already have all these participants carrying their own insurance, plus the venue, the event promoter and the city, which all have their own insurance as well.

  To foster and encourage a sense of community through local festivals and events, the municipalities really have to keep it reasonable. On the flip side, the insured parties have to understand exactly what it is they are being insured for — and even more importantly, what they are not insured for. That will be determined on a situation-by-situation basis by the carrier.

  Weddings can also create unique circumstances in terms of coverage. What falls on the venue and what falls on the vendor may depend on the venue and the situation as well. In many cases, we recommend that the client gets coverage for general liability and liquor liability. However, liability will likely fall on the venue itself if they are the ones serving alcohol.

  It all comes down to making sure that whoever is serving the alcohol, whether the venue or the vendor, is well-trained and certified in liquor training. This is a key way to protect your business while also keeping staff and patrons safe throughout event season.

  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.

Boost Summer Marketing Strategies

Cyndi
two cocktail glasses sitting in water

By: Hanifa Sekandi

It is summertime. It is a pivotal time for all beverage brands. It is an opportunity to capture a new consumer base and keep existing consumers loyal. It is also the best time to go rogue and experiment. Test your brand’s marketing limits.

  Before you dive into the deep end, test shallow waters first. See how your audience responds to slight changes – changes that stand out but maintain brand familiarity. People should still know how to identify your brand. So, keep key markers in place. For example, there is a better time to change or make adjustments to your brand logo. This should occur at the top of the year when most brands experience a dip in sales due to consumer behavioral changes. Dry January is a great time to revamp your brand. The summertime is when you push your brand to the forefront in a fun and colorful way.

  There are many ways to boost your summer marketing strategies. Many brands experience notoriety during the summer. An outsider can become a star brand overnight. Consumers are more open to new beverage brands during this time. Also, gatherings such as BBQs and festivals open the doors to beverage exploration. Take advantage of old-school marketing approaches, such as giving out mini samples of your beverage at events. This approach has proven to be successful for many beverage brands. As you begin to think of ways to benefit from this season, consider a summer label. 

  A short-order run of new labels is cost-effective. You can also repurpose these labels next time if you see a boost in sales and brand popularity due to an exclusive summer label. It also allows you to re-introduce your brand without developing a new product line exclusively for the summer. A fitting example of this is Busch Beer’s beer cans and packaging adorned with an image of corn. A label that their audience loves, and they repurpose it as a limited edition. The Bass Can limited edition run of their beverage is also notable. 

Seasonal Beverage Labels & Packaging

  Sometimes, products need a boost to be noticed. There are a lot of great beverages on the market that go unnoticed simply because of poor labeling and packaging choices. Also, even if they are aesthetically unappealing, popular beverages take centerstage. It is hard to cut through the beverage market noise. But it is certainly possible. Keep in mind that your beverage must meet consumer standards. There have been brands that have lost popularity due to poor beverage quality. Good ingredients paired with a palatable beverage are imperative. Brands can fix poor label decisions, but they cannot fix a poorly crafted beverage. Most brands do not aspire to go viral being known as the worst tasting beverage. Nor do they aim to be a one-hit beverage wonder. 

  You might assume that it may be too late to jump in on the summer beverage surge by developing limited-edition seasonal beverage packaging. It is never too late. Remember, this is a short run and a terrific way to grow your consumer base. Also, you can sell this limited edition until the beginning of fall. Market segmentation will also help you push higher quantities of this limited run to regions that maintain warmer temperatures throughout the year to help manage supply overages that may occur. Research your demographic thoroughly. Therefore, you will know how to best allocate your beverage to retailers. 

  When designing your new beverage labels and packages, spend time researching colors and imagery that are symbolic of summer. For example, teal, white, yellow, orange and pastels captivate the senses. Coconuts, palm trees, water, sand, boats and ice cream complement summer imagery. Use subliminal marketing cues to draw people towards your beverage. Some full-bodied beers taste like milkshakes. The thickness and riches of the beverage give a desert-like experience. Is your beer the root beer float of ales? Play off flavor profiles to highlight your beverage. 

  Here is an opportunity to showcase the time and effort poured into the cultivation process. What is the star ingredient? What sunny destination does this beverage remind you of when you take the first sip? Is it capri or the cottage on a sweltering day surrounded by trees while sitting on a boat at the lake with friends listening to music? You are the designer of your brand’s culture. Convince people to join in on the movement. 

Get Bold with Cocktail Recipes

  Everyone thinks they are America’s next best bartender once the party gets going. Developing new recipes to diversify a beverage experience is another way to boost marketing strategies. New recipes can be featured on blog posts and social media. Hire a master mixologist to craft summer cocktails using your beverage. Create further engagement with a call to action by asking consumers to display their at-home bartending skills by making a cocktail with your beverage. 

  Reimagine your beverage. Take the ordinary and transform it into something extraordinary. This is a wonderful way to test market new beverage variations. Recipes that perform well can lead to a limited-edition product line that is only available in the summer. So, what is in a great recipe? Since it is summer, lean towards ingredients that pay homage to warmer weather or destinations. Also, incorporate fruits or vegetables that are in season. They are readily available for your consumer. It demonstrates that you understand true recipe development. Restaurants often rework their menus to ensure they use ingredients during peak seasons. Summer fresh labels and packaging go hand in hand with expertly crafted cocktails that combine ingredients that favor warmer months. 

  Avoid complicated recipes; this is not a magic show. Also, it should be cost-effective so your consumer can invest more in your beverage than shopping for ingredients. Turn well-known beverages like slushies, milkshakes, sweet tea or lattes into a cocktail. A familiar beverage with a little kick is always favorable. For those who prefer to sip their beverage or prefer just one, this will go over well. A quality cocktail that is familiar, fun and tastes great will get your audience engaged and excited to give your recipe a try. Remember that summer when the frosé was trending? Any brand could make a variation of this refreshing icy beverage. Cocktail recipes are not just reserved for spirits, liquor and wine; beer can also be used to join the party. Beer and espresso pair quietly nicely. This cocktail might beat out an espresso martini. Feeling extra bold? Add some vanilla ice cream. 

High-End Merchandise

  Subliminal marketing has many angles. The use of repetitive imagery via commercials and print ads is one route. Another route is high-end merchandise. Yes, the cool kids rummage through vintage clothing stores, looking for apparel from iconic beverage brands. It is not because they seek to make a fashion statement.

  Moreover, brands of yesteryear did a great job with product development. They designed a cap that was both functional and well-designed. They used quality fabrics and designs that people felt proud to wear. There was an understanding that people wear things they like. Also, cheesy merch would be thrown at the back of a closet. A patchwork denim jacket featuring your brand is a great collector’s item. When getting designs printed on t-shirts, opt for direct-to-fabric printing; it wears well over time. Also, select high-quality fabric. Whether you are giving merchandise away or making it available for purchase, people love wearing merchandise by their favorite beverage brand if it leans towards something you would find from a fashion brand. 

  Many generic clothing brands adorn their clothing with their logo. Walking into a bar and seeing a patron wearing a vintage Coors light t-shirt or baseball cap may entice patrons to order this and another brand’s beverage offering wearable merchandise. So, as you brainstorm ideas to boost your summer marketing strategies, consider a limited-edition merchandise collection. Research old and new popular merchandise from your competitors. What brands do you commonly see people wear while out? Are distressed t-shirts in, or are truck driver-style hats popular? Do not just paste your logo on items and think this is enough. Hire a designer who works in apparel and merchandise. Have them dream up a merchandise collection. If you do not think this is a worthwhile endeavor, think again. Fender Guitars did a great capsule collection with Brixton apparel that sold quite well. 

  High-end merchandise is not only coveted but it is also sustainable since it is more likely to be worn and can be resold. Sellers on eBay who source iconic beverage brand merchandise make a lot of money and are always on the lookout for what will be a high-value item once it is discontinued. If you sell out of items, do not produce more. Scarcity and novelty drive demand. Re-introduce these items the following year or as a special holiday season gift people will receive when they purchase your beverage. Your goal is to drive beverage sales. High-end merchandise is a great branding tool to transform your brand’s reputation. 

Producers of Craft Beer & Spirits Gain an Understanding of the Benefits of Remote Services

Cyndi

By: Rebecca Marquez – Director of Custom Research at PMMI

The COVID-19 pandemic was a learning experience for everyone. For craft beer and spirits producers, one of the most valuable lessons came from the necessity to rely on remote services in place of personal interaction to keep equipment running efficiently, maintain production, and update lines.

  The experience proved remote services could deliver many benefits by enabling a quicker response when a problem arises, reducing costly downtime, optimizing machine/operation performance, and offsetting skills shortages.

  As a result, even after pandemic-related restrictions on in-person visits ended, craft brewers/distillers have continued to request remote services and invest in the technology, which encompasses remote support, remote training, remote equipment monitoring, predictive maintenance, virtual factory acceptance tests, and online machine commissioning.

  This commitment to remote services dovetails with other sectors in the consumer packaged goods industry, where a growing number of companies have adopted or plan to adopt remote services, according to Trends in Remote Services and Monitoring, a report published in January 2024 by PMMI, The Association for Packaging and Processing Technologies.

Remote Services

  The most popular remote service is remote support, followed by remote monitoring, predictive maintenance, remote training, and virtual factory acceptance tests and online commissioning. Remote support involves remote troubleshooting, diagnostics, and repair and often can solve a problem more quickly and economically than an in-person visit from an OEM technician. The report notes that most software-based issues are already being addressed via remote support, and many mechanical failures also can be corrected remotely.

  Remote monitoring extends remote support by equipping machines with sensors that monitor parameters such as temperature, pressure, and vibration, communicate this data via the Internet of Things, and rely on cloud computing for analytics.

  Predictive maintenance works in tandem with remote monitoring. Analyzing the data captured by the digital monitoring tools makes it possible to predict asset behavior and perform repairs proactively. This reduces downtime and product loss, the major drivers pushing the implementation of predictive maintenance, according to another PMMI report, 2022 Challenges and Opportunities for Packaging and Processing Operations. Other benefits of adopting a predictive maintenance scheme include longer machine life and reduced parts requirements because replacements are installed as needed rather than on an arbitrary schedule.

  Remote training can support onboarding and upskilling efforts, with instructor-led online sessions viewed as the most economical format. However, it should be noted that a significant number of craft brewers/distillers believe that a live instructor next to the machine delivers the most effective training. So, training is likely to remain a hybrid remote/in-person model. Nevertheless, despite some resistance from older workers, the hybrid model could shift toward the remote side with the evolution of augmented reality and the potential the interactive experience offers to bridge the gap between remote and in-person training.

  As COVID-19 restrictions have faded, demand for virtual factory acceptance tests and remote commissioning has declined. Many craft brewers/distillers prefer to evaluate new equipment in person, especially if it is a complex or custom machine.

Barriers to Adoption

  Despite the benefits, the adoption of remote services faces some hurdles, including:

•   The cost of the service, especially when

     retrofitting machines.

•   Limited in-house IT skills to maintain and update systems.

•   The likelihood of having to deal with multiple interfaces across plants and machines and

     Cybersecurity risks.

  Cybersecurity concerns remain high, but craft brewers/distillers have become less reticent about granting remote access as they have learned how to strengthen their IT networks and shifted to more secure access methods. The report predicts the use of externally managed secure networks and converged networks will grow at the expense of cell modem access and direct virtual private networks.

What’s Next?

The report concludes that remote services will continue to gain ground, particularly for support, troubleshooting, monitoring, and training. However, a hybrid remote/in-person model will remain because the advantages of an on-site presence sometimes still outweigh the time and cost savings associated with remote interactions.

  Remote services capabilities will be on display at PACK EXPO International (Nov. 3–6, 2024, McCormick Place, Chicago), along with other beverage processing and packaging innovations. Ranking as the biggest packaging and processing event on the planet in 2024, the show will present 2,500 exhibitors spread across 1.3 million net square feet of floor space and foster idea-sharing among 40+ vertical industries. Highlights include free educational sessions, a myriad of networking opportunities, and solutions to address automation, production efficiency, sustainability, flexibility, and e-commerce needs, as well as other hot topics and trends. For more information, visit packexpointernational.com.

  Rebecca Marquez was hired at PMMI in 2016 as a manager of business intelligence, responsible for the execution and analysis of PMMI’s internal market research projects.  Ms. Marquez graduated from University of Wisconsin in 2008 with a Bachelor of Arts degree.   She has completed the Data Analytics Certification for University Georgia (2020) and the TLP 360 Degree Feedback Program for Leadership Development (2021).

SPSCC Launches Craft Brewing and Distilling Program in Washington State

Cyndi

By: Becky Garrison

In 2018, South Puget Sound Community College (SPSCC) in Olympia, Washington launched the first associate degree program in the United States that focused on craft brewing, distilling and cider making. In comparison to institutes that award certificates upon completion of their programming or colleges that offer Bachelor of Science((BS) degrees designed to teach the science behind these arts, SPSCC’s program includes instruction on the full range of practical skills required to one to open their craft establishment or secure employment as a brewer, distiller or cidermaker. Students enrolled in this program will learn the entire production process, including product development, packaging and label design, along with the necessary business skills required to operate a craft industry in the 21st century. 

  Washington State proves to be a logical site for establishing this practical craft-focused programming, given the role Pacific Northwest brewers played in launching the craft beer revolution. Currently, this state ranks among the top in the nation for the number of craft breweries and distilleries, as well as the production of apples for making cider.

SPSCC’s Craft Brewing & Distilling Program

  SPSCC partnered with Craft District, LLC to lease up to 10,000 square feet of space that includes classrooms, labs, a small-scale production space, offices and a conference room. Craft District oversees the Tumwater Craft District which is located within proximity to historic Olympia Brewing Company (1896-2003).

  As noted on The Tumwater Craft District’s website, “The district was born out of a Washington community vision for a handcrafted space for people, by people. Blending shopping, services, local arts and education, here you’ll find vibrant retail, dining and event spaces where friends and family can experience first-hand the collaborative, vibrant state of Pacific Northwest craft. Rooted in Tumwater’s brewing history, Craft District blends a brewing and distilling educational experience with the region’s passion for all things crafted, from beer, wine and spirits to restaurants, boutiques and meetup and startup spaces. At the center, a 2,000-person amphitheater for live music and other events.”

SPSCC Degrees Offered

  Students can choose between two two-year tracks. The two-year associate in applied science (AAS) program focuses on the science and production of craft beer, spirits and cider and is geared toward those without a college degree. Those who already possess a degree in business can apply for their two-year Bachelor of Applied Science (BAS) program, which is designed to boost one’s career in craft business management and quality assurance. In both programs, students have the option to enroll in two of the three tracks. Currently, over half of their students chose the brewing program, with approximately 35 percent choosing the distilling program and the remaining option for the cider program.

  These programs are available to those who are 21 and older, with a mix of those looking to enter the industry, veterans seeking to expand their skill sets and retirees looking for a second career. The majority of the student body comes from the Pacific Northwest, though they recruit nationally. So far, the average age of their students is 37, with 80 percent male and 20 percent female.

  Their inaugural cohort, which graduated in 2020, consisted of 25 students, though they can take a maximum of 120 students. Students are divided into four cohorts, each comprising a maximum of 30 students. This small size affords the students individual attention while ensuring that the facility does not become overcrowded. Also, this intimate space allows for considerable experimentation, with students encouraged to explore their creative side while receiving guidance on how to fine-tune their products.

  The first year of the program focuses on building a foundation in brewing, distilling and cider making. The following year, students will implement this theoretical knowledge into practical application by creating actual products, including developing the packaging and design, along with learning the necessary business skills required to operate a small startup operation. Their goal is that this program will lead to long-term, living-wage jobs for their graduates, which, in turn, will benefit both the local community and the surrounding region.

  For those living outside of the Olympia area, most of their classes are available online, though they require three weekends per quarter on-site at their facility in Tumwater. In addition, they plan trips to equipment fabricators, such as JV Northwest in Camby, Washington, and agricultural hubs, such as Yakima’s hop fields, which grow about 75 percent of the hops produced in the United States.

  This hybrid model allows for a flexible schedule that can accommodate a wide range of experiences and lifestyles, from those new to the industry to veteran home brewers. Also, this hybrid model allows people with full-time jobs or other obligations, such as child or elder care, to participate in this program as they can work their schedule around their prior commitments.

  Currently, they have one full-time faculty member: Dr. Chelsea Gustafson, the science professor. All other faculty members are adjunct professors who also work in the industry.

According to Jason Parker, co-founder of the Seattle-based Copperworks Distilling Company and an advisor to this program, this opportunity best serves two roles. One is helping people who are considering opening their own brewery, distillery or cidery make more informed decisions, which one hopes will help save some of the hobbyists from squandering their life savings. The other big value is having a place to send employees who have worked for a small company for a while and want to advance, but no one is available to train them on what they need and would like to know.

SPSCC Partnership with Percival Creek

Given that colleges cannot directly own a commercial brewery or distillery, the South Puget Sound Community College Foundation formed an LLC to oversee Percival Creek. Slated for opening in Summer 2024, this tasting room situated in the Tumwater Craft District will feature select offerings created in part by teachers and students while also providing students with practical experience managing the business side of the beverage industry.

  Percival Creek Brewing features bohemian pilsner and pale ale beers, with plans to feature a total of six to 10 taps highlighting the best recipes produced by students and staff. Currently, Percival Creek Cider offerings include blueberry and habanero-infused ciders, with Percival Creek Distilling striving to create spirits that blend well in cocktails. While they do not have a full cocktail bar, they will feature select cocktails, such as a Moscow Mule, made using Percival Creek spirits and a ginger beer made in-house, along with light appetizer options.

  From a consumer perspective, visitors guests can soak into the area’s rich brewing history, knowing they are helping to build up the next generation of craft makers. That said, Scott Carroll, the business director of SPSCC’s Craft Brewing and Distilling, doesn’t want people to purchase products from Percival Creek solely because they want to support a college. “The products need to be excellent. That’s what we do. This is not really going to be that big of a reach because we have such terrific instructors and mentors.”

  Also, they partnered with Total Wine as a commercial partner to distribute their products to a broader audience soon. According to Carroll, this partnership benefits both parties. “We can use our capabilities as an educational institution and educate employees about how spirits are made, which will translate to a better guest experience when someone goes in to buy something from Total Wine.”

The estimated cost for this program is around $2,000 per quarter, with their foundation making scholarships available to students. Other funding sources include work-study programs and workforce transition funds.              

  Detailed information about SPSCC’s Craft Brewing and Distilling programs can be found on their website: https://spscc.edu/food-beverage-arts-hospitality/craft-brewing-distilling

Braxton Brewing Company

Cyndi

Beer, Bourbon Barrel Aging and the Path Forward

many people surrounding the bar in Braxton Brewing Company

By: Gerald Dlubala

We never know when the entrepreneurial spirit may hit. For Evan Rouse, co-founder and CPO of Braxton Brewing Company, it hit while he was still in his teens.

  But he was interested in something other than the businesses many teens jump into, like grass-cutting or retail careers. Rouse’s interest was the business and art of craft beer and brewing. Even though he was only 16 years old at the time, nowhere near the legal age to enjoy a craft brew, that didn’t stop him from following his passion and building his first home brewery in his family’s garage on Braxton Drive. Yes, you read that right. Evan Rouse was brewing craft beer in his garage years before he could legally enjoy the fruits of his labor.

  But he wasn’t finished there. Rouse had a vision of what the perfect craft brewery would be like. He envisioned a comfortable place that brought folks together to relax while enjoying whatever style and type of beer they preferred. With that vision in mind, Rouse and his brother opened Braxton Brewing Company. Braxton Brewing Company celebrates the Rouse family’s determination, knowledge and pride while being a brewery everyone can enjoy, regardless of taste and style preferences.

From Family Garage to Multiple Locations

  “We opened in March 2015,” said Jake Rouse, Evan’s brother and the co-founder and CEO of Braxton Brewing Company. “Opening a craft brewery was the natural progression and conversion of my brother’s initial interest in craft brewing back in our garage on Braxton Drive. I was fortunate to be able to sell my successful technology company at the time, and we decided to look at the craft brewing landscape. Evan was more than ready to jump into the industry, so we basically took a leap of faith and opened Braxton Brewing Company in Covington. That’s our original spot. We later opened another location in Cincinnati after the pandemic. When the pandemic went through, the owner of a closing Cincinnati taproom reached out to us based on our experience and expertise to see if we wanted to take over the location. We did, and now have taprooms there, at CVG International Airport and in Fort Mitchell, Kentucky.”

  The Rouses are planning a fifth location in Union, Kentucky, just around the corner and a few blocks from the garage where Evan first set out on his brewing journey. Slated to open this fall, the Union location pays homage to the memories and location of where everything started on Braxton Drive. The 20,000-square-foot greenspace and beer garden will be home to three local favorites, Braxton Brewing Company, Dewey’s Pizza and Graeter’s Ice Cream – all in an inclusive, one-of-a-kind family destination. It’s a place to come together in the heart of Union, Kentucky, and enjoy pizza, drinks, ice cream, specialty programming, music, events and more, all in one location.

  Braxton Brewing’s Union location will also feature a full craft cocktail bar in addition to its diverse and distinctive beer list.

  “We’re excited to announce a new cocktail and bourbon partnership to appeal to our non-beer drinking customers,” said Rouse. “That bourbon partnership is helping us to create a one-of-a-kind, beyond-the-beer space in our taprooms. We also partnered with one of the best mixologists in the country to craft a unique cocktail menu that allows our cocktail-loving friends and visitors to enjoy and experience unique cocktails and quality bourbon just as if they were at their favorite distillery. We combine great spirits and a modern, comfortable setting to provide an authentic distillery experience at our taprooms.”

  Rouse tells Beverage Master Magazine that all Braxton beers are brewed in their original Coventry location, where they’ve always looked to create craft beer that appeals to the masses.

  “We want everyone to find something they like across several styles,” said Rouse. “Our brand, so to speak, is brewing and serving customer-driven beers so everyone can feel welcome and included when they walk through our doors. Whatever types and styles of beer our customers love, we want those included in our lineup, if that makes sense. We listen and try to include our customers’ preferences in our product lineups as much as possible.”

  The diverse beer menu of their Union Barrel House is typical of what is available at any one time.

  The expansive list includes variations on their signature barrel-aged beers, lagers, doppelbock, pilsners, shandies, sours, cream ales, stouts, hefeweizens and more. And, of course, you’ll always find their Garage Beer on the menu, an easy-drinking classic American light lager available in regular or lime.

Barrel Aging from the Beginning, Braxton Now Offers Private Barrel Program

  “From day one, we’ve always had a robust barrel-aging program,” said Rouse. “And when you’re a Kentucky-born brewery, you have to take pride in that program. It’s all about the beer we come up with, but it’s also about what that whole process looks like. And then we celebrate our barrel aging program with our friends and visitors at our signature end-of-year event called Dark Charge Day.”

  Dark Charge Day is a highly anticipated, end-of-year annual event created by Braxton Brewing to celebrate, showcase and sample their barrel-aged beers for the year.

  “We’ve done it from day one,” said Rouse. “This is our 10th year hosting our Dark Charge Day for our community. We shut down the street and release our bourbon-aged beers, including our bourbon-aged imperial stout. During the celebration, our visitors can enjoy and sample our offerings in an event-style atmosphere rather than maneuvering a specific single-beer release. It’s a great way to connect with our community while allowing them to taste things that they may not have had the opportunity to experience previously. It’s a way to gain new insight and knowledge about what we do and who we are, but it’s also a way to find out what releases and profiles resonate with our customers. The aging barrels are all acquired through our bourbon partnership, and we always have a large amount of them in the process of being filled for future releases. It’s always exciting to see the results and where future releases will take us.”

  Braxton Brewing offers a private barrel-aging program for those beer enthusiasts who have always dreamt of creating their own beer style. In perhaps the country’s first such experience, Braxton Brewing’s private barrel program allows customers to literally take the controls and create their own unique barrel-aged beer. Customers choose the beer style, the packaging and can even use that catchy beer name that they’ve had rattling around in their head should they ever come up with their own craft beer.

  “The private barrel program is just another option for our customers to do something different and unique,” said Rouse. “It may not be the main core of what we do, but it’s a great opportunity to experience and be part of the journey that a barrel-aged beer goes through.”

As the Industry Changes, So Must Craft Brewers

  “Realistically, the craft beer industry is changing,” said Rouse. “I think the modern craft brewer has to appeal to the varied tastes and expectations of the modern consumer. We focus on delivering an experience upon entering our taprooms that reflects customer expectations. Far too often, a brewery or taproom is delivering the same experience as multiple others nearby, and that’s just not going to work anymore. There are just too many breweries that are similar to the next brewery that may be down the street. With Braxton Brewing, any drinker can come into our brewery and taproom and have the experience that they were expecting.”

  Rouse said that the main thing for craft brewers to remember is to stay true to themselves while providing for their customers’ needs. By doing this, a craft brewer will take care of his customer base, be attractive to new customers and ultimately figure out a path forward from there.

  “Just like with us and our barrel-aging program, brand identity and customer focus,” said Rouse. “We’re doing what we think makes sense, and we’re excited to see the outcome and future path forward. But just like the majority of craft brewers have to do right now, we’re adapting, changing, focusing on what our customers want and expect and using that as a guide for future growth.”

  To find out more about Braxton Brewing Company and their locations, or to reserve a space for your next get-together, visit their website or contact them at:

Braxton Brewing Company

27 West 7th Street • Covington, KY 41011

(859) 261-5600 • social@braxtonbrewing.com

Letting Off Steam: Steam Boilers and Other Options

Cyndi
droplets of water causing steam

By: Cheryl Gray

Versatility. Safety. Efficiency. Temperature control. These are just some of the benefits that experts say boilers provide craft brewers and distillers.

  Among the most popular options are steam boilers. Steam is considered an efficient method for heating processes because it evenly – and quickly – transfers a large amount of heat. Steam volume and velocity play important roles in this process. Sizing a steam boiler to fit the capacity needs of a brewery is also important. Too small a boiler will not do the job. Too large a boiler will lead to short-cycling, which will cut the life of the boiler and cause other problems.

   In a brewery, the kind of heat that steam boilers use is essential for processes such as boiling wort, keeping fermentation on point, creating flavor profiles, cleaning production areas and sterilizing equipment.

  For distilleries, steam from boilers is as important as air to breathe. Boilers can produce an abundance of hot water at specific temperatures, a critically important function for replicating spirit recipes with a precision that guards against compromising product flavors.

  Among the companies with expertise in manufacturing steam boilers for breweries is

Hurst Boiler & Welding Company, Inc., which is headquartered in Coolidge, Georgia. The company was founded in 1967 and has since expanded its campus to nearly 17 acres, home to a 314,000-square-foot manufacturing plant that builds all types of boilers for clients worldwide.

  In going through a checklist for boilers, Hurst points out that many of its brewery clients also prefer steam models because they are non-flammable, unlike direct-fired heating options. Pressure relief valves are another feature that helps to ensure safe operation. Steam generated from boilers is also versatile since it can be used for multiple brewery operations beyond heating, such as powering mechanical equipment like pumps and motors. When it comes to cleaning, steam is known for its sanitizing properties. It kills bacteria and other microorganisms that can contaminate brewery products. Breweries can also use the steam to sterilize containers and packaging materials. Another good feature of boilers is that the steam created is environmentally friendly, giving users an option other than direct-fired heating, which is dependent upon fossil fuels. Finally, steam boilers are environmentally friendly. Steam can be generated using renewable sources, such as biomass or by way of energy recovery systems.    

  A rundown of popular Hurst products includes the Hurst Series 4VT Steam, a 4-pass, high-pressure vertical tubeless boiler. The company describes its Cyclone Steam Boiler with features that promise high efficiencies, lower fuel costs and rugged construction, including 6-100 HP, 201-3,450 MBTU/HR and steam to 250 PSI. The Hurst product has a compact design, comes factory assembled and is fully automatic and easy to install.

  The product can also reduce NOx, or nitrogen oxide, which are poisonous to humans. This group of chemical compounds can cause respiratory issues and other types of illnesses, which is why it is important to minimize their presence in breweries and distilleries.

  Hurst also has a line of firebox boilers, including its Hurst Series 45 and 100 Firebox Boilers. Its 3-Pass Firebox Packaged Boiler features a flexible three-pass boiler design that provides options for fuel flexibility, including gas, oil and combinations of gas and oil. It features 7.4-650 HP, 248-21,759 MBTU/HR, steam up to 15 PSI and hot water up to 100 PSI. The products are designed with the thickest, industry-wide boiler steel for 5 PSI steam/30 water. Features also include a unified refractory base floor, steel skids and lifting eyes.

  Miura America Co., Ltd. is another boiler company specializing in steam boilers. This global company, based in Japan, has its United States headquarters in Rockmart, Georgia, with regional offices throughout the U.S. Experts at Miura say that many of its distillery clients consider the steam boiler an irreplaceable part of their operations. Those experts add that not only do distilleries need a limitless supply of water, but proper temperature control of water used in distilleries lowers the risk to workers and avoids compromises to the quality of products. Steam allows distilleries to add their finishing touches and helps to ensure the flavor profiles of the distillery products.

  Steam boilers can also be used to control the temperature of an entire distillery operation. For example, many distilleries have a tasting area for visitors to try products, and some also offer tours. Both of these guest areas need air temperature control, and steam boilers can help with properly controlled steam heat. Miura considers the steam boiler the best industrial option for distilleries. The company says its boilers can start producing steam within five minutes of a cold start-up. That makes things cost-efficient for distilleries that don’t have a need to operate 24 hours, seven days a week. The company also boasts that its steam boilers are easy to maintain. Inspections take far less time as compared to other boilers. In addition, if a distillery has more than one steam boiler, it means that while one is undergoing inspection, the rest can continue operation. These are options that help distilleries stay on production schedule.  

  Miura offers a variety of boiler options, including industrial steam boilers for breweries and distilleries, such as its ultra-low NOx steam boilers. The company designs the steam boilers for the present and future needs of the brewery and distillery clients it serves. Touting a compact design and easy operation, Miura also has modular boiler systems that assist in lowering operation costs and help meet fluctuations in steam demand. The boilers don’t have to operate around the clock, which saves time, boosts productivity and drastically reduces NOx emissions. The company’s multiple boiler system designs include a backup boiler with a smaller footprint that doesn’t have to run all the time. Start-up breweries and distilleries can add capacity to their boiler rooms as their businesses grow, thus avoiding more costly upfront expenses. Safe operation is another major feature, with greater accessibility, easier system testing and the elimination of sight glass. Miura says its boilers maintain low-volume water in their tubes, thus limiting the dangerous risk of pressure vessel failures. 

  Olympic Distillers, headquartered in Port Angeles, Washington, makes distilling equipment of all types, including a full line of copper moonshine stills and beer keg distillers. The company provides a variety of stainless-steel equipment along with kits and parts. Olympic Distillers also has a full line of micro-distillery equipment for craft distillers.

  Among their boiler products is the Jacketed Bain Marie Style Boiler, a 26-gallon model designed to prevent scorching. The boiler is equipped with a 240V dual-element heater controller. The boiler’s features include a pressure relief valve, lighted overhead sight glass and a 10-inch access door. Its heating elements draw 4500w each. The still connection is a six-inch tri-clamp, and adapters are available to fit a four-inch flute on the boiler. There is another version of this product with a 53-gallon capacity and a 12-inch access door. The still connection is an eight-inch tri-clover.

  Still smaller is the Jacketed Bain Marie Style Boiler, which has a 13-gallon capacity. This boiler, intended mostly for at-home distillers, is copper-lined and made from food-grade 304 stainless steel. It is 100 percent TIG welded and available with a two-, three- or four-inch copper lid. The two-inch tri-clover element port accepts Olympic’s single-element 4500w/240V electric heater.

  Another product is the Single-Wall Boiler with a 53-gallon capacity. This boiler is made from 304 stainless steel. It comes with an agitator and 220V dual-element heater controller. The agitator is 240V 120w and 0.9 amps 1600 rpm. The still connection is four inches.

  From steam to other options, boilers play an integral role in breweries and distilleries of every size. Experts say that steam options are becoming increasingly popular for every reason, ranging from environmental integrity to cost-effectiveness. Consulting with an expert company is the first step to determining proper boiler equipment for current needs as well as for expansion in the future.

A Competitive Spirit

Cyndi
3 distillery bottles from carroll's distillery with a medal

By: Tod Stewart

One thing typically leads to something else. Not sure if this is a law of physics, a law of nature, or just a thing. However, every now and then the second something is a fair bit different from the first, a second road takes you off track from where the first was steering you. Take the case of Alex Hamer.

  IT project management was his first road, but, inevitably, the spirit(s) moved him elsewhere, onto a radically different – but in a way connected – path.

  “I worked in information technology and project management for fifteen years before making the switch to the spirits industry,” Hamer confesses. “I considered opening my own distillery, but fairly quickly realized that wasn’t what I was best suited for. While I was going through that investigative process, I also had my sights set on opening a festival exclusively for B.C. distilleries. In the end, I decided not to open a distillery, but created the BC Distilled Festival, and then went on from there.”

  “From there” included establishing the Canadian Artisan Spirits Competition (CASC), one of the country’s most respected venues for craft distillers looking to grab a bit of limelight. A pretty ambitious gesture for an admitted noob to the field.

  “When I started the Canadian Artisan Spirit Competition (CASC) I didn’t have any background in spirits competitions. I talked to a lot of distillers to find out what they wanted to see and not see in a competition, and also consulted heavily with Charlene Rooke, who became my lead judge.

  “My IT background gave me good logical and organizational skills, which are critical in running competitions like this.”

  Hamer’s “eureka” moment – when it first hit home that locally-made Canadian spirits could stand up to the world’s best – started close to home. “I remember visiting what was then called Victoria Spirits when it was operated out of a rural property on the Saanich peninsula, where Peter Hunt operated a fire-heated still. We tried their gin and the barrel aged gin. It was the first time it struck me that spirits could be made locally and involve some creativity.”

  Knowing that small, artisan distilleries were making great products in his home province of British Columbia – and seeing that similar things were happening in several other provinces –Hamer established CASC’s goal to bring awareness and credibility specifically to this industry, and to help distillers demonstrate that their products were of high quality to their customers.

  Hamer’s passion for local spirits, and his dedication to CASC, led him further into the world of spirits competition. In addition to CASC, Hamer took over operations for the Canadian Whisky Awards (CWA) in 2022 having met Davin de Kergommeaux, the founder and chair of the CWA, several years ago at the Victoria Whisky Festival. “I think he appreciated the expertise I had developed in running spirit competitions, and our values certainly aligned; for example, both competitions are judged entirely blind, we seek our expert judges, and not every entry is given a medal,” Hamer recalls, adding that de Kergommeaux handed over the reigns to Hamer to focus more on writing. (If you want to become an immediate expert in Canadian whisky – and take a deep dive into Canadian distilling history – check out de Kergommeaux’s Canadian Whisky: the essential portable expert, now in its third printing.)

  Of course, including the word “artisan” in the name of anything immediately begs for a definition – at least for the intended purpose.  “I spent a lot of time thinking about and consulting to come up with our definition of artisan distilleries and spirits, Hamer admits. In the end, he settled on the following criteria.

  “First, the spirit must be distilled and bottled by the original producer – not made on contract with another producer. Second, the distillery cannot exceed 100,000 litres of absolute ethyl alcohol per year, which is over 300,000 750ml bottles at 45 per cent ABV. Third, the distillery must be independently owned and operated; it can’t be a so-called small distillery owned by a large one. Finally, everything must be distilled; you can’t just purchase ethanol, proof it down, put it in a bottle and call it vodka – it has to be run through a still.”

  For competing distillers, registration takes place from July to early September. Distillers can submit and pay for their submissions online. “We have early bird pricing, and discounts for members of Artisan Distillers Canada – the parent organization for the awards,” Hamer explains. “The pricing is marginal, so the first three entries are one price, the next three are lower, and so on. All this to say pricing runs from $150 an entry down to $80.” Distillers can enter as many spirits as they choose (one distillery submitted 14 entries one year). “We average around three entries per distillery, which has been pretty stable over the years.”

  The number of overall entries has continued to grow – as has the number of Canadian artisan distilleries. While Hamer keeps the total number of entires on the Q.T., he does reveal that he receives “a few hundred” each year. He also notes that one particular category is growing exponentially.

  “Whisky is the one category that has seen the most significant growth. In 2018, for example, we awarded five medals in a single whisky category; this year we awarded 49 medals across three whisky categories – Single Grain, Single Malt, and 100 per cent Rye.” The gin and vodka categories have also grown and are now split into contemporary and classic styles (also flavored in both categories, and aged for gin).

  So what, exactly, do competitors get for their money?

  “Top award winners – Best in Class or Canadian Artisan Spirit of the Year, for example – have had some great attention for their wins, and often see a significant increase in orders,” Hamer contends. “For spirits which earn medals, to some degree, what it means or how valuable it is depends on the distiller and how they choose to take advantage of the win. If they put the medal in a drawer and don’t mention it, it won’t mean much. But distilleries that celebrate their medals, get the word out, and include it in their marketing materials, will see the value of them. People like to know that a product has some expert validation, and even earning a bronze medal can be valuable in giving that spirit credibility.”

  “Expert” validation. Okay, who are these experts who act as judges and how are they selected? Hamer outlines the criteria:

  “We look for judges who have experience tasting and judging, and who have also demonstrated some exposure and understanding of artisan spirits. In many cases, they are different from commercial spirits. A classic example is vodka. Commercially-produced vodka will generally be as flavorless as possible, but many artisan vodkas have flavor or character left in on purpose. Judges who don’t have an appreciation for that aren’t suitable for CASC.” (I am pleased – and moderately humbled – to report that I was selected as a judge for the 2024 CASC.)

  Once candidates are selected they are sent samples to score and comment on to determine the “fit.” It also helps provide some coaching or calibration where required.

  As glamorous (perhaps even fun) as it may seem, I can tell you from first-hand experience that acting as a CASC judge is no picnic. Just organizing yourself to get through a couple hundred samples before the deadline requires some discipline and planning, and it doesn’t take long when tasting spirits that palate fatigue (or palate numbness) sets in. I was, however, pleasantly surprised by the quality of what I tasted – and not necessarily in categories where I expected to find it. Sure, the whiskies – for the most part – were quite good; a few were outstanding. But what really blew me away were the aged gins and bitters. Though some were barely recognizable as “gin,” most of the aged gins were nonetheless complex, beautifully balanced, and extremely well made. And though we are used to a few drops here and there as part of a cocktail, just mixing some of these bitters with a splash of soda made for an entirely refreshing drink on their own.

  Hamer agrees that, over the years, not only have submission numbers increased, but the overall quality has as well.

  “The quality has definitely improved,” Hamer confirms. “We try to be as objective as possible in the scoring year over year, but the standards have increased over time. The number of spirits which aren’t awarded medals is pretty consistent. The spirits which don’t earn medals tend to have consistent types of faults.

  “But at the top end of the competition, it’s harder to get gold medals than it was. There are more spirits which are higher quality, and there are only so many gold medals to go around.”

  If CASC results are any indication, the future indeed looks bright for Canadian artisan spirits. The only downside is that due to limited production volumes, finding these spirits typically isn’t easy (even within Canada). However, for spirit enthusiasts south of our border, that border is close enough for a few of you to take a trip north. Our ever-growing distilling community would love to welcome you and treat you to a taste of true Canadian hospitality.

How to Build Routines to Improve Financial Results

Cyndi

By: Kary Shumway, Beer Finance Association

The key to better financial outcomes is better financial routines.

Better routines involves following a system. And following it consistently.

Below is a financial routine you can use daily, weekly, and monthly, to help you achieve better financial results in your beer business.

Daily Financial Routines

  1. Track and update key performance indicators (KPIs)
  2. Build the daily scorecard

The key to KPI’s is to identify your most important numbers and then watch them like a hawk. Every day. Use these KPI best practices as a starting point.

The daily scorecard is a tool you can use to watch other key numbers in your beer business: cash, access to capital, inventory, and accounts receivable, to name a few. Use this daily numbers template, and update to fit your beer business.

Weekly Financial Routines

  1. Hold weekly financial huddles
  2. Update the 8-week cash flow tracker

In my opinion, weekly financial huddles are the best way to stay on top of your numbers and improve financial results in your beer business.

The huddles bring managers together to review the numbers, and take action to get better. What could be better than that?

The 8-week cash flow tracker is a tool you can use to put a laser focus on cash. Money in, and money out. Where did it come from, and where did it go. This cash tracker gives you answers.​

Monthly Financial Routines

  1. Use the month-end checklist
  2. Update the rolling 12-month forecast

The goal of the month-end checklist is to make sure all the things that need to be done, get done. You want numbers that are complete, accurate, and finished on time. The month-end checklist will help.

The rolling 12-month forecast is a tool you can use to update the budget every month.

Business changes all the time, and so should your financial plan.

Don’t wait until year-end to update your financial plan. Build a model that you can update each month. Regular, consistent, routines that help you see 12-months into the future, all year round.

Wrap up and next steps…

Better financial results don’t happen by accident, they happen when we follow a consistent process.

Use the daily, weekly, and monthly process above. Your income statement will thank you.

P.S. Check out the Beer Business Finance Association. A network of beer industry professionals just like you. We come together on a quarterly basis to share ideas and best practices to improve financial results in our beer businesses.

Sourcing Grains for Craft Distilled Spirits

Cyndi
two men standing at bag with grains in their palm

By: Becky Garrison

According to Michael Swanson, co-founder, farmer and distiller for Far North Spirits (Hallock, Minnesota), craft distillers have an excellent opportunity to highlight the difference between a crop grown for flavor compared to a crop grown solely for yield. This distinction affords them unique opportunities to explore how to source the specific grains that will produce a spirit with a particular desired flavor profile.

  Swanson cites rye as an example, as that’s the primary grain he utilizes in his whiskeys, and he observed how this scenario plays out similarly to many crops. As he observes, historically and across multiple countries, winter rye has been grown and sold as a commodity. There are exceptions to this, particularly in pre-prohibition Pennsylvania, where rye was grown specifically for use by the many distilleries across the state. But for the most part, rye was and still is treated as a commodity. However, when they started growing rye to distill into whiskey, they realized that their particular variety had a distinctive flavor profile.

  So, Swanson and his team conducted a three-year crop research study that was the first of its kind. In this study, they grew 15 different varieties of rye and then milled-mashed-fermented-distilled them individually. From this, they could determine that all other things are equal, the variety of rye alone affects the flavor of the whiskey. Also, after barrel aging the whiskey, they found that the aging process amplified the differences in flavor between the varieties. In particular, the open-pollinated varieties showed a much broader flavor spectrum than the hybrid varieties.

  Despite the increase in flavor in the open-pollinated varieties, the hybrid varieties have been quickly gaining acreage across the U.S., Canada and Europe because of their much higher yields. These high yields enable farmers to increase their gross revenue to the point that growing hybrid rye can be almost as profitable as a corn/soybean rotation, with much lower input costs. But growing the majority of open-pollinated varieties at this price point isn’t profitable. Hence, mass producers of whiskey aren’t willing to pay more for open-pollinated rye due to the massive number of bushels that they consume in a year.

Talking About Terroir

  Swanson has observed that craft producers who focus on producing products based on flavor rather than yield are willing to pay more for grains with a broader spectrum of flavor. To this end, craft distillers have started conversations about terroir that are very similar to defining a wine by taking into account factors such as the vineyard where the grapes came from and the AVA where this vineyard is located. Simply put, place matters, with regional differences emerging among whiskeys produced by craft distillers based on where the grains are grown.

  Miles Munroe, master blender for the Portland, Oregon-based Westward Whiskey, views barley similar to how a winemaker considers different wine styles, the different grape varietals and the various climates in which they’re grown.

  “We know that barley types, soil, and climate bring diversity and complex flavors to whiskey. The shape of our custom pot stills and the way we approach distillation allows for the most amount of grain character to come through, so we’re focused on high-quality barley that has a sense of place,” he reflects.

  In recent years, the Skagit Valley in Western Washington State, situated along the same latitude as the Scottish Highlands, has emerged as a major agricultural hub. This distinction led to Copperworks Distilling Company (Seattle, Washington), Westland Distillery (Seattle, Washington) and Westward Whiskey emerging as leading players in the evolution of the creation of American Single Malt as a new spirits category.

Sourcing from Malthouses or Direct to Farmers

  Except for a select number of distilleries that malt their grains in-house, distillers work with a malt house to source and then malt the grains according to the distiller’s particular specifications for a given spirit. These malt houses can ensure that the grain meets minimum specifications so that it can be malted.

  Some craft distillers follow the model of distilleries like Westward Whiskey, where they work with malt houses that source local barley, which gives their spirits a sense of where the grain is from. Miles Munroe, master blender for Westward, chooses two-row barley because it meets the standards of what craft brewers also expect. So, they select their malt houses with these criteria in mind.

  Others, like Tyler Pederson, master distiller at Westland Distilling, work with a network of local malt houses and brokers to source their malted barley. These partners work with regional farmers to select and procure the raw barley they malt to their specifications. Pederson describes this process, “It’s a very involved effort, and we collaborate with everyone throughout our supply chain, even going so far as funding a barley breeding program to develop new varieties for the whiskey industry.”

  Westland’s Colere editions were created specifically to reflect how different varieties of barley offer different flavors. To date, they’ve released three expressions: Colere #1, made with Alba, #2, made with Talisman and their current expression and #3, made with Pilot. How Westland sources its grains was one contributing factor to its achieving B-Corp Certification in 2024.

  A small but growing number of distillers like Far North Spirits purchase their grains directly from the farmer. According to Jason Parker, co-founder of Copperworks Distilling Company, “This represents a new way of doing business where a customer is getting better flavor, sometimes at the expense of a good yield.” He cites his experience sourcing a barley variety named Alba as an example. After they created a delicious whiskey using Alba, they found their local malt house had encouraged their supplying farmers to quit growing it because they found another barley that was easier to malt and produced a higher yield. But it didn’t taste like Alba, and now the flavor it produced is no longer possible to produce.

  To convince farmers to grow specialty grains like Alba that may yield fewer bushels per acre or perform less efficiently in the malthouse, they put the word out to farmers that they were willing to pay the farmers per acre instead of per bushel. Once they contract with farmers to bill by the user rather than the bushel, thereby sharing the risk with the distillery of planting grains for flavor rather than yield, they will contract with a local malt house, such as Link Foods, to malt the barley.

  Before contacting farmers, Swanson recommends doing research into the specific varieties of grains that grow best in one’s particular area. This knowledge will help ensure that the farmer can grow this particular grain variety in a large enough quantity without sacrificing quality such that the farmer can make a profit and the distiller can produce a quality spirit.

  Gabe Toth, lead distiller for The Family Jones (Loveland, Colorado), describes how working with Olander Farms/Root Shoot Malting, which is less than five miles from their production distillery, affords them multiple opportunities. “We can develop local, unique flavor, keep our dollars local and support local businesses. We can also reduce our supply chain footprint, reducing both our vulnerability to disruption and our carbon usage via transit and work directly with our farmers to experiment with new grain varietals. This helps us support on-farm sustainability initiatives or collaborate on other projects that are a result of having direct relationships and even friendships with them.”

Challenges in Sourcing Grain Directly from Farmers

  In Toth’s estimation, price is probably the major factor working against this approach, followed by uniformity. As he reflects, “Commodity agriculture over the last several decades has increasingly squeezed small farmers out of the market, and the relatively small farms we work with don’t have the economies of scale to leverage for competitive pricing. Local grain can also be more prone to variability compared to a large processor that can over-contract and be more selective or blend away variation.”

  However, Parker reminds craft distillers that focus on making value-priced whiskeys, as opposed to flavor-driven whiskeys, that they can’t compete with the big producers on price. Big companies have economies of scale and contracts that are not available to craft distilleries. “So, you might as well chase the one thing you can control, which is good, unique flavor. To do that, you probably don’t want to be putting the cheapest ingredients in but rather use grains and other products that make a real flavor difference.”

Ready To Drink Cocktails are Here to Stay

Cyndi
canned cocktail cans with one being opened and exploding with spray

By: Kris Bohm – Owner of Distillery Now Consulting

Canned cocktails also known as ready to drink cocktails (RTDs) are taking the distilled spirits market by storm. RTD sales in the US grew 24% from 2022 to 2023. (Neilson) Part of this growth came from breweries branching out into spirits by canning cocktails using their existing packaging equipment. There are many ways to create canned cocktails and an abundance of variety in flavors of canned cocktails. Moving from an idea to a finished product is a lengthy and challenging venture but there is immense potential in the RTD market. This article will take a dive into how breweries are producing RTDs and the lessons learned from launching ready to drink cocktails for a few different companies. Let’s learn about canned cocktails!

  Many breweries are looking to the next trend in beverages to grow their business. While some folks say non-alcoholic drinks are the upcoming trend, we believe RTDs are the answer. 5 years ago, RTDs had a sense of uncertainty among those working in the distilled spirits industry. The uncertainty came from the fact that the perceived price point was too high for canned cocktails compared to beer and retailers were not willing to give RTDs space on their shelves. Flash forward to today and canned cocktails are thriving and selling at a much higher price point per unit than beer. Consumers have become more health conscious of what they drink and low calorie spirit based drinks fit that bill. If your brewery is debating between getting into producing seltzers or RTDs there is no question that RTDs are the way to go. Before you jump right into making your own RTDs let’s talk about how to develop a product.

Product and Process Development

  Whether you are a distiller or a brewer looking to produce RTDs there are many aspects to consider to achieve the goal of creating an RTD. Below is a list of the questions that you should answer before putting a product into a can.

•   What kind of flavor or style of cocktail?

•   What is the desired ABV and what kind of spirits will go into the cocktail?

•   What will flavor the product? Extract flavors or raw ingredients?

•   Will there be sugar in the product?

•   Will there be juice or other natural ingredients and are they readily available?

•   Is the recipe and product shelf stable?

•   How long of a shelf life can you expect?

•   Does the product require refrigeration once packaged?

•   Will the product be highly carbonated, lightly carbonated or noncarbonated?

•   How will the product be branded and marketed?

  It is essential to answer these questions early in development. RTDs are a very different product than beer or distilled spirits. Take the time and diligence to give careful consideration to the product formula, flavor, cost, packaging process and shelf life. Time spent in development will save you money and avoid problems as your project moves from idea to a finished product. 

  Selection of the packaging itself is important to give consideration to early during the planning and development phase of creating an RTD. The package itself will dictate the equipment used, the label on the package and many other key factors. Cans are by far the most common and affordable choice for packaging. Cans come in a variety of sizes, shapes and different liner types. A second option for RTD packaging is aluminum bottles. Aluminum bottles are closed with a screw cap or crown top. Aluminum bottles cost more than cans but aluminum bottles also are unique and provide differentiation to stand out in the sea of canned beverages. Volume and shape of the packaging must be selected early, as part of the TTB formula and label approval process must include this information. The options are numerous for packaging in most instances the best choice is to package in containers that are compatible with your existing equipment.

Packaging Lines

  Hopefully your business already has most of the equipment for packaging of RTDs. If you do not have all the equipment there are numerous vendors who build the equipment necessary to package RTDs. A few key components and pieces of equipment are essential to transform distilled spirits into canned cocktails. Below we have detailed equipment and steps needed to produce a carbonated canned vodka soda.

  A water filter is a key tool to produce clean and sterile good tasting to make a good cocktail.

A chiller and a brite tank are essential to build the product. The chiller provides the cooling capacity to bring a liquid down in the tank to the proper cold temperature, which makes it possible to carbonate the beverage and fill cans with minimal foaming. The product is transferred from a brite tank to a packaging line anywhere from 34 to 40 degrees F. A canning line is a complex piece of equipment that handles the movement of the liquid and cans in sequence to clean the cans, purge cans of oxygen, fill with liquid, then place a lid on the can and seal the can. Canning lines can vary in speed from producing a few cans a minute to over 100 cans a minute.

  Several manufacturers build reputable canning lines suited to canning or bottling RTDs. A critical component to consider before selecting your canning line manufacture is the beverage itself. Some packaging equipment is built to handle high levels of carbonation, while some equipment will only work with lower levels of carbonation. Determining the complete formula of your RTD is important to do before producing the product on the packaging line. It is prudent to discuss the specifics of your concept product with the equipment manufacturer, including product PH, carbonation level, gravity. 

  An alternative option to buying a packaging line for canning cocktails is to partner with a mobile canning company. Nearly every large city in the US has at least one company who offers mobile canning service. A mobile canner will come to your facility with all of the equipment needed to can cocktails. Mobile canning is an excellent choice if your business is looking to quickly produce products but might not have the space and or resources to install packaging equipment. It is important to consider the downside to mobile canning is the additional cost per item. The cost of packaging through a mobile canner is typically twice as expensive as canning using equipment that is owned.   

  There is also sometimes a cost per unit added to the total cost to hire a mobile canning company. The plus side of utilizing mobile canning is that there is no major capital investment in equipment required to get started which means you can start canning cocktails sooner rather than later.

  Creating canned cocktails is a challenging endeavor with strong potential for success if done well. There are many steps and much complexity to producing RTDs.  Developing a successful RTD will certainly be a challenging and serious project. Good equipment and knowledgeable people are the two most important things needed to get it done. Sales of canned cocktails are growing tremendously year over year. Take the leap and join the RTD revolution. Canned cocktails are the future of spirits and can be the key product to grow your beverage business.

  Kris Bohm is the owner of Distillery Now Consulting, who loves pursuing outrageous adventures. Bohm has also helped to create successful RTD products for Grand Canyon Distillery and Toddi Cocktails. He can be reached at distillerynow@gmail.com