Author: Cyndi

Pacific Northwest Wineries with Distilling Licenses

Cyndi
building in the winter with snow that says Wilridge Distillery

By: Becky Garrison

A growing number of Pacific Northwest wineries have added distilled spirits to their portfolio. Many of these distillers chose to make grappa and other spirits from their must instead of composting this product. However, a growing number of distillers are choosing to go the route of distilling whiskey.

Washington State Wineries & Distilleries

  In Distilling in Washington (The History Press, 2024), I noted the history that led to the ability of Washington State wineries to also hold a distilling license:

  “When Paul Beveridge of Wilridge Vineyard, Winery and Distillery of Seattle and Yakima began advocating in 1988 to change the liquor laws so that he could operate a winery and a distillery, a member of the board told him, ‘They’ll never be a distillery at a winery permitted in my lifetime. It will have to happen over my dead body.’

  Beveridge and members of Family Wineries of Washington State began calling the board ‘The Department of No’ after it not only denied his request to operate a distillery but also refused to allow him to use refillable bottles or offer restaurant-type service, even though the latter two activities were not mentioned as prohibited by law.

  The law pertaining to distilled spirits was amended in 2015 to permit wineries, breweries and cideries to hold a distilling license, with Beveridge’s becoming one of the first wineries in the state to also operate a legal commercial distillery. Initially, he had to set up his distillery in a separate space from his winery, though his businesses can now operate under one roof. Until recently, he could not sell his spirits at any tasting rooms where he was also selling his wines.”

  According to the Washington State Liquor and Cannabis Control Board (LCB) regulations:

  “A winery license (RCW 66.24.170) and a distillery license (RCW 66.24.140) can operate in the same building if physically separated from each other. There is currently no allowance for a winery and distillery to alternate production or share production space. What they can share is a jointly operated tasting room (RCW 66.24.1472). Also, wineries and distilleries can jointly operate an off-site tasting room, as detailed in RCW 66.24.1472 and WAC 314-28-310. They do need to maintain separate storage and financial records. They must also comply with the food offering requirements found in WAC 314-28-067, which include prepackaged items or items prepared off-site.”

  Following Beveridge’s advocacy, a select number of Washington State wineries have followed suit.

Browne Family Spirits (Spokane, Washington)

  Having founded Browne Family Vineyards in Walla Walla 20 years ago, it may surprise a few that founder Andrew Browne’s drink-of-choice is an Old Fashioned. He and the wider Browne Family team recognized the tastes of Browne Family Vineyards consumers reach beyond wine and felt joining the two industries brought the opportunity for discovery. 

  Getting into the spirits business had been on proprietor Andrew Browne’s mind when the opportunity to purchase a distillery came to fruition. He jumped at the chance, given its location in Spokane, Washington, where he was born and raised, and his strong bond with master distiller Aaron Kleinhelter. As Kleinhelter grew up in the shadow of the Jim Beam distiller, he bought insights from one of the world’s most established bourbon communities to Browne Family Spirits.

  Browne was a fan of Kleinhelter’s unreleased small-batch recipes he had made under the previous distillery. This evolved into what would become the initial line of Browne Family Spirits. In both ventures, Browne aspires to create an environment that appeals to and caters to both without diluting the experience.

Mastrogiannis Distillery & Winery (Lakewood, Washington)

  In 2016, Ilias Mastrogiannis launched a distillery and started a winery in 2019. In terms of production, he would describe his venture as a distillery-focused operation focusing on grapes. This project started with his early memories of growing up in Greece.

  “My dad was a mason turned winemaker, so during harvest, the entire family would assist in crushing grapes. That upbringing, along with the fact that nobody at the time was making grape brandies to the quality I know existed, we decided to start our distillery with that singular focus,” Mastrogiannis recalls.

  In terms of their wine portfolio, they have a Vermouth, which is a combination of their rose wine and their brandy, both of which are made under the same physical roof. In Mastrogiannis’ estimation, “Being able to cross two different products into one is something really special.”

  Due to the short harvest period for grapes, he finds he is limited to production for that season. He notes, “For example, we cannot get grapes in March, so by default, you don’t see a lot of distilleries focusing on grape distillate because from an economic standpoint, it is very hard.”

Monson Ranch Distillers (Prosser, Washington)

  Goose Ridge Estate Vineyards and Winery was established in 1998 when the Monson family planted 2,000 acres of estate vineyards. In 2023, the family officially launched Monson Ranch Distillers in Prosser, Washington. With over 80 years of family history in agriculture and farming, Monson Ranch Distillers is led by the third and fourth generations of Monson ranchers, together with Master Distiller Brian Morton to create uniquely crafted spirits. Morton has been working in the Washington spirits business for over 14 years. He opened one of the first distilleries in Washington state, Blue Flame Spirits.

  Starting with cattle feed lots, the foundation of Monson Ranch was built in the 1930s, as the family started climbing its way up in the Washington agriculture community. Following years of hard work and success in ranching, farming and winemaking, Monson Ranch Distillers is the newest venture for the family. The distillery offers a full range of premium spirits. Vodka, gin, brandy, and whiskey are only the beginning. With vineyards, orchards and new rye and corn plantings at the family’s home ranch in Goose Gap, plus a state-of-the-art distillery in eastern Washington, Monson Ranch Distillers controls every step of the process for a complete farm-to-bottle experience.

  The Monson Family wine brands and spirits brands are each distinct from one another. However, VIDO Vodka and Feather & Folly Gin are both made from alcohol distilled from wine grapes grown at the Goose Ridge Estate Vineyard. Both the Goose Ridge Estate Wines and the Monson Ranch Distillery spirits from wine grapes display distinct notes reflective of the unique terroir within the Goose Gap appellation. At the Goose Ridge Tasting Rooms in Richland and Woodinville, guests can taste the spirits in addition to Goose Ridge wines.

Westport Winery Garden Resort and Ocean’s Daughter Distillery (Aberdeen, Washington)

  Kim Roberts decided to make spirits after she went scuba diving with her daughter on Maui and visited the two distilleries. Currently, they have over 30 different wines, plus 30 different spirits. According to Roberts, this gives their guests many choices every day and reasons to visit on multiple trips.

  When asked to describe her operation, Roberts opines, “We’re  a winery with spirits for those who just don’t dig wine.” She views them as outliers in the wine industry since they are so far from any other wineries.

  Roberts finds the same dynamic present in the distillery. “We operate in our own remote bubble, with dedicated fans that share their enthusiasm for our products with their family and friends.”

  Oregon Wineries & Distilleries 

  In Oregon, a winery and distillery can offer wine and spirits tastings in the same area as long as they fulfill two conditions: one, the licensee of record must hold both the winery and the distillery licenses, and two, they must follow the requirements for tasting rooms as outlined in OAR 845-005-0431 and OAR 845-006-0452.

  Also, businesses do not have to serve food with tasting. However, if they want to sell and serve full drinks, they need to get a Special Event Distillery license. In addition, if the business not only has a distillery license but is a Distillery Retail Outlet with approval to sell bottles of distilled spirits, then they would need to have a different point of sale specifically for the distilled spirits.

Willamette Valley Vineyards (Turner, Oregon)

  In December 2021, Founder and CEO, Jim Bernau decided to venture into distilling Willamette Whiskey as a tribute to the people of Carlton, Oregon. For 91 years these residents enjoyed the building first known as W.A. Howe’s General Merchandise Store, which was nicknamed “the Old Cabin Tavern” owing to an interior constructed of hand-hewn timber. This building served as a general store, a hotel, and Carolton’s first bank, with a parlor and speakeasy supper club in the basement. Built in 1904, it was destroyed in a fire on April 18, 1995, with Willamette Valley Vineyards now owning the lot where its building once stood.

  Their limited release of Willamette whiskey heralds the beginning of their efforts to rebuild this property with a brick-clad micro-winery and distillery with food service. In this venture, they partnered with Portland-based Rose City Distillery to produce this handcrafted, small-batch rye whiskey that was aged in new American oak for six years, then blended down to a bottle strength of 100 proof.

  They released 12 bottles in December 2021 and then 350 bottles in February 2022. They want to do this again someday, but nothing is planned.

Patricia Green Cellars (Newberg, Oregon)

  Jim Anderson was promoted to venture into distilling because of all the ruined wine from the 2020 wildfires. In their process of distilling the wine to brandy, Dogwood Distilling in Forest Grove was up for sale. In 2022, Anderson, associate winemaker Matty Russell, their distiller Lynsee Sardell and two friends (primarily investors) purchased this distillery and re-named it Die The Wolf Distilling.

  The winery holds a DSP, as all the whiskey is aged on the property. Anderson notes how this business arrangement is a bit difficult to describe since the winery does not directly own the distillery. Still, a partner in the winery is also a partner in the distillery. “While we have done some custom distilling for other wineries (largely to help folks out with smoke-tainted wine) the only real distillery customer is Patricia Green Cellars,” Anderson states.

  For Anderson, the biggest disconnect in selling wine and distilled spirits is that while wineries can sell directly to consumers, spirit sales at restaurants and shops must go to the OLCC. Also, as a new distiller, they can only have three items listed at any one time.

Trisaetum Winery (Newberg, Oregon) 

  Founded in 2003 in Oregon’s Willamette Valley, Trisaetum Winery fulfilled the Frey family’s dream to farm responsibly, foster a family and create beautiful wines. As James Frey developed an equal passion for spirits, he dreamed of opening a distillery. That dream was realized when his daughter Tatum developed a similar passion.

  So, they founded Brixeur Spirits in 2020, which is located on the same property as their winery. Currently, James Frey makes the wine for Trisaetum while Tatum and her partner Jackson distill their spirits. On their website, they describe how they take a “winemaking approach to distillation and aging of spirits.”

Put Your Tasting Room to Work

Cyndi
people in a tasting room

By: Mark Colburn

In our last article we talked about the importance of the bar/beer tender as the initial brand ambassador. To follow up on this critical piece to your marketing and sales plan it is highly recommended that these front-line employees be consistently trained and evaluated. I suggest providing sales training for this team including probing (for customer wants/needs), food pairing and a sales incentive based on volume. To provide Off Premise Point of Purchase consumer recall, I also suggest a retail package display be situated in a high traffic area within the tasting room for immediate visual recognition (and take-home sales!).

Exploiting the Tasting Room

  Several of my clients complain that their tasting/tap room sales and traffic are down or flat. As a result, they often try promoting trivia or bingo nights to generate patronage. These may help somewhat. An alternative to this, that I like, is car shows at the tap or tasting room or brewery.

  There are thousands of “Gear Heads” who have muscle cars and love to bring them to car events. By conducting a local car show featuring muscle cars and adding a band or music, you now have an event or platform to promote that will attract potential customers to your venue. Do not discount the Gear Heads and car club members either. They know dozens, if not, hundreds of people like them who love craft beer. I always take care of participants with six packs and/or sufficient samples to thank them and ambassadorize them. You might consider allowing them to have their monthly club meeting at your venue on a slow day during the week. Their cars in your parking lot will attract incremental “traffic.” Let us look at some ideas I have successfully executed that significantly built sales in multiple channels.

  While conducting a territory business review with a regional Walgreens director, I asked him if he thought the store and district managers would like to go on a “field trip” to a few craft beer tasting rooms and breweries to learn about the industry. He jumped at the idea, so I contacted three craft brewers – Pyramid (then in Berkeley, CA), 21st Amendment and Anchor Brewing. I knew their senior management teams and asked if they would pool their resources to rent a bus to take this group to their breweries and brew pubs. They were 100% in. So, I invited a full district’s store managers and three regional district managers. They all arrived on time in San Francisco where we took off to the 21st Amendment brew pub. While at 21A they met the owners and sampled a variety of their beers. We then set off to Pyramid where they got a full tour of the brewery and then sat down in the conference room for a presentation, I made on the craft beer and cider industry. I fielded many questions from the group before breaking for lunch at the brewery. There they got to meet the middle and senior sales management team from Pyramid. After lunch we headed back to the City to Anchor Brewing where they received a warm welcome, a historic tour, and a sampling of Anchor’s finest. The tour ended with a group photo high atop the brewery from Fritz Maytag’s private penthouse. This was truly a treat for the group as this is never open to the public. From the large penthouse cocktails were served from Anchor’s newest spirits division. Afterwards we returned to one of the main stores for off-loading.

  The above concept served a variety of uses from educating and “ambassadorizing” critical individuals within the Off Premise channel to building key relationships with “players” who really make a difference. The tap room was the centerpiece for this effort. The results were excellent. All three brands received additional SKU placements throughout the large Northern California division while Anchor Brewing was able to negotiate a major pallet, 12-pack program resulting in thousands of cases in incremental revenue. Now, let us look at something less expensive.

Sales Ambassadors

  As you most likely know, your distributor teams meet once a week for a sales meeting. I have run over eight hundred of these meetings in my career and can tell you that many can be downright “dry.” My suggestion to our suppliers was to use their tap room or brewery as a future sales meeting venue. This way, your team will have your coveted On and Off Premise salespeople as a captive audience, ripe for “brand ambassadorization.” Once you make a date for a future meeting, PREPARE for this opportunity. Preparation and REHEARSAL are imperative for this rare chance to positively influence your audience. Regarding preparation, I would like to have your best presenter give a detailed summary (10-12 minutes maximum) of your company’s marketing story.

  I caution against making this “dry” and am always in favor of what I call, “Fun-kifization.” This is a “Markism” that simply means to make the effort fun and creative. After your presentation introduce your brand’s sales incentive scheduled to appear in next month’s plan (this needs to be pre-negotiated with the distributor sales management) and be certain they understand it and the expectations. I also recommend a first week “jump start” bonus that will get your incentive out of first gear and ahead of the multiple suppliers all vying for this sales team’s attention. The meeting should end with the announcement that each salesperson in attendance will receive a free six or four pack or bottle for them to sample at home at their leisure.

Speaking of Incentives

  After your wholesaler sales team has sampled your nectars and experienced your “brand DNA” you are in a perfect position to further ambassadorize them a few months down the road with a unique incentive. I have written many supplier sales incentives that follow up on the tap room/brewer experience. To further exploit the tap/tasting room I recommend creating a month-long sales incentive around distribution and/or volume increases for the winning sales division and their manager to be treated to a VIP session in your tap/tasting room. This VIP experience includes an intimate Q&A meet and greet with either the owner, executive team, and/or brewer master (or all of you!) and the winning division (typically divided into 4-5 salespeople and one division manager). The “pay out” includes a free dinner for each winner and assorted samplings of your nectars poured by one of your most senior sales team or owners. Recognize the unique opportunity this presents for your brand and future sales. A side benefit of this incentive is the “talk value” it has with the entire sales team as the winners will “brag” about their experience (at work) which keeps your brand top of mind post incentive while teasing the losers who will want to win and experience the next one. You will also benefit from word of mouth as the winning salespeople talk up your brand in their accounts. These people are influencers and are often asked where to go for a great craft beer. You can track this effort by training your bar staff to ask how a customer heard about your brand when they visit. The bar staff can record this and share it in your weekly staff meetings.

Key Take Away

  Always remember that people buy AND SELL for people and BRANDS that they like. Be that brand.

About the Author

  Mark Colburn has 35 years of experience in the beverage industry working primarily with craft beer and cider brands. He is the host and creator of the pod cast, “The Shinerunner Show” and author of the book, “Craft Beer Marketing & Distribution – Brace for SKUmeggedon.” After earning his master’s degree in marketing, Mark went into the advertising agency business then into brand management. For 15 years he was the marketing director at a large California beer, cider, wine, and spirits wholesaler where he managed a brand team, experiential events, and multiple craft brands. Currently Mark works as a consultant and is available to chat about your brand opportunities at shinerunner@comcast.net.

If You Think It’s About Photos and Video Content,You’ve Missed the Point

Cyndi
photo says branding

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

  The Misconception: Focusing content on the consumer. Most craft beverage brands make the same marketing mistake: They create content for consumers, but forget their biggest repeat customers—distributors, retailers, and bar managers. If your content isn’t making it easier for these buyers to say “yes,” it’s not working hard enough.

  Here’s the Truth: Great visuals on their own don’t sell craft beverages. A compelling brand story does. More specifically, a brand story that doesn’t just target consumers but also speaks directly to distributors, retailers, and trade buyers. Too many brands focus all their content efforts on consumer-facing marketing while completely overlooking the decision-makers who control shelf space, menu placements, and distribution deals. If your content strategy isn’t making it easier for your buyers to say “yes” and stay top-of-mind, you’re missing a huge piece of the puzzle.

  The Real Issue: Content That Doesn’t Convert Beyond Consumers. Craft beverage producers often assume that consumer engagement equals success. They prioritize likes, shares, and comments but fail to ask:

•  Does our content make it easier for distributors to pitch our product?

•  Are we giving retailers a reason to prioritize our brand over competitors?

•  Do bars, restaurants, and shops see the upside of featuring us?

  When brands focus only on consumer-facing visuals without providing clear trade-focused messaging, they face major challenges:

•  Strong online presence but limited shelf placements.

•  Engaged followers, but inconsistent distribution.

•  Beautiful visuals but no clear reason for retailers to invest.

  Craft beverage marketing isn’t just about looking good—it’s about making your product easier to sell at every level of the supply chain.

  The Mindset Shift: From “Content” to “Conversion”, instead of only thinking:

•  “How does this look to our customers?”

•  “How can we get more engagement?”

    Start thinking:

•  “How does this content help our sellers stay on message and top-of-mind to our buyers and sell our product?”

•  “What do distributors need to make our brand stand out in a crowded portfolio?”

•  “How does this convince retailers that we’re worth premium shelf space?”

  A Case Study: A brand that gets B2B2C storytelling right.

Example 1: A brewery that shifted its focus to retailer-focused content. A mid-sized craft brewery found that despite a loyal consumer base, their retail sales weren’t growing. Their Instagram was full of lifestyle beer shots, but distributors weren’t pushing their product, and stores weren’t restocking as expected. The Fix:

•  Instead of just promoting what they brewed, they started telling the story of why retailers should care.

•  Create content highlighting their beer’s profitability, shelf appeal, and how it drove foot traffic to stores.

•  Provide sell sheets and video content for distributor sales teams to use in pitching accounts, aligning the sales team with a cohesive content ecosystem that keeps messaging consistent.

•  Build up a media library for follow-up, ensuring that distributors and retailers always had access to consumer-facing assets that reinforce the brand story while also serving as sales tools.

•  Structure their content in a way that not only educated distributors and retailers but also engaged consumers, creating a seamless narrative from supply chain to end-user.

  The Result? More placements, stronger distributor support, and increased reorders.

Example 2: A distillery that optimized its trade content. A craft distillery known for its small-batch whiskey was struggling to break into bars and high-end cocktail programs. The Fix:

•  Develope bartender-focused content, showing how their whiskey fit into high-margin cocktail menus.

•  Create a “Perfect Serve” guide with unique cocktail recipes using their spirits, making it easy for bars to feature them.

•  Produce video testimonials from top bartenders explaining why they loved working with the brand.

•  Produce the content in a consumer-friendly way that resonated with both foodservice professionals and consumers, encouraging bartenders to feature their product in cocktail menus while also inspiring at-home enthusiasts to purchase and experiment with it.

•  Ensure all content was stored in a centralized media library, providing their sales team with easy-to-access tools to follow up with trade buyers and reinforce the brand story.

  The Result? Increased on-premise placements, stronger distributor buy-in, and a new revenue stream from cocktail-forward partnerships.

Build a B2B2C Content Strategy (And Avoid Common Pitfalls)

  Crafting an effective content strategy isn’t just about engaging consumers—it’s about aligning marketing, sales, and distribution teams so that everyone along the supply chain is equipped with the right tools to sell your product. Here’s how to build a strong B2B2C content ecosystem while avoiding common pitfalls:

Craft a Sell-In Story for Buyers: Go beyond taste and branding—highlight profitability, sales velocity, and market differentiation to help trade buyers justify carrying your product.

Create Retailer-Focused Visuals: Show how your product stands out on the shelf. Use side-by-side comparisons, packaging breakdowns, and in-store display mockups to prove its retail value.

Align Content with Sales & Trade Education: Too many brands focus only on consumer education but fail to equip distributors, retail buyers, and bartenders with content that helps them sell.

Develop B2B materials: Such as profitability breakdowns, cocktail guides, and video case studies, to make trade partners more confident in promoting your brand.

Centralize Content in a Media Library:

Sales reps and distributors should never struggle to find up-to-date content. A centralized content hub with easy access to key materials—sell sheets, video assets, and promotional materials—ensures consistency across all channels.

Balance Consumer & Trade-Focused Messaging: A well-rounded strategy speaks to both audiences. Consumer excitement fuels demand, but trade relationships secure placements. Ensure that your messaging works in harmony across both sectors.

Support Emerging Brands Without Established Profitability: New brands trying to land their first key accounts or distributors face an uphill battle without established sales velocity or profitability.

  Instead of focusing solely on financial metrics, position your brand as a must-have by highlighting differentiation, unique storytelling, and consumer demand potential. Develop compelling proof-of-concept content—such as early adopter testimonials, brand collaborations, and market trend reports—to give distributors and retailers confidence in taking a chance on your brand.

  Leverage exclusive partnerships, limited-run promotions, or unique launch activations to entice key accounts before traditional sales metrics are in place.

By following these steps, craft beverage brands can maximize both sell-in (distribution & retail adoption) and sell-through (consumer demand & sales) while ensuring that content works as a unified strategy rather than fragmented efforts.

The Brands That Win

  The craft beverage industry is more competitive than ever. The brands that rely solely on consumer-facing visuals will struggle to scale. The ones that win will be those that:

•  Build demand at both the consumer AND trade level.

•  Make it easy for distributors and retailers to sell their product.

•  Use content as a tool to drive sell-in AND sell-through.

  So, next time you plan content, don’t just ask: “Does this look good to consumers?” Ask: “Does this help our buyers sell more of our product?”

Final Thoughts

  The craft beverage market is growing, but so is the competition. A solid content strategy is no longer just about attracting consumers—it’s about ensuring that everyone along your supply chain is equipped to champion your brand.

By making your content work for distributors, retailers, and trade buyers, you’re not just creating a beautiful brand—you’re building a business that scales.

Are you creating content that sells your product beyond TikTok? If not, it’s time to rethink your approach.

Pack Expo logo

Variety of needs prompt changes in packaging choices

Cyndi

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

Cyndi

This episode of PACKlanta takes PACK EXPO Southeast (March 10-12; Georgia World Congress Center) 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

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

Coastal County Brewing 

Cyndi

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:

Cyndi

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.

Cocktail being poured in a smoky glass

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  

Cyndi

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

Cyndi

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

Cyndi

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