Category: Brewery

Cold Chain Logistics

Cyndi

How Craft Beverage Producers Can Protect Product Quality During Distribution

warehouse full of beer on pallets

By Nick Fryer, Vice President of Marketing, Sheer Logistics

Expanding into new markets is a major milestone for craft beverage producers, but it’s also when supply chain vulnerabilities tend to surface. Inconsistent storage conditions, longer transit times, and unfamiliar distribution partners can all jeopardize product quality and brand reputation.

  For today’s craft brewers, distillers, and ready-to-drink innovators, ensuring product integrity isn’t just about preserving flavor—it’s about having a cold chain strategy that can scale. From temperature-sensitive transit to final-mile delivery, success depends on reliable partners, smart planning, and the right equipment.

  In this post, we’ll break down the cold chain logistics challenges facing small and mid-sized beverage producers and explore the tools and strategies that can help them grow without compromising quality.

What “Cold Chain” Really Means for Craft Beverage Producers

  A “cold chain” is a supply chain that ensures temperature control from the moment a product is produced all the way to its final delivery. This includes any warehousing and storage, as well as transit time.

  Cold chain logistics involve the use of carefully managed refrigeration that can be adjusted to the specifics of whatever is being transported. For most craft beverage producers, 4-6 degrees Celsius has become the standard. Storing craft beer at 4 degrees has been proven to ensure flavor stability and meet food safety requirements. Anything above 6 degrees is associated with a reduction in the overall quality.

Why Craft Beverage Producers Benefit from a Cold Chain

  There’s a common saying that the minute you drive a car off the lot, it loses 10% of its value. Food and beverage products are fighting a similar battle. Every second they’re not in a controlled environment, they risk losing some of their quality and, in turn, their value.

  This is a major issue for craft beverages, which are generally less processed than their conventional counterparts. It’s what creates their unique taste profiles and keeps this industry so interesting. It’s also, however, what puts many products at risk of microbial growth and other chemical reactions that degrade the freshness and quality. The color can shift as the product is exposed to heat, as can the taste.

  Proper refrigeration and a cold chain that enforces it slows this process of degradation so that the product a brewery sends out tastes the same before and after delivery. The benefit of this is:

•     Fewer product recalls.

•     A stronger brand reputation. People feel more confident that they’ll get the same taste and quality, time and again.

•     Happier customers overall.

Spotting Temperature-Driven Quality Failures in Transit

  Experimental beers and spirits are what put American craft breweries on the map. Even with the variety that’s celebrated, there are a few common signs that something’s gone wrong.

  Here are some of the best ways to spot if temperature-related failures in transit are affecting the quality of a craft beverage:

•     Beverages appear cloudy when they shouldn’t be. This is often down to a microbial bloom that can happen with heat exposure.

•     The color of the product has changed. Oxidation is another common chemical reaction that happens when more natural brews are exposed to higher temperatures.

•     Beverages gush or are over-carbonated upon opening. This may even just show up in cans that seem to have expanded or suddenly have leaky seals. The issue comes down to fermentation, which is usually triggered by warmth. It’s something that craft beverages with live cultures in them (such as hard kombucha) have to be particularly wary of.

•   The beverage tastes different. It may suddenly be quite sour or “funky” when it shouldn’t be or develop a hop-forward profile that wasn’t there before. This can be from a combination of oxidation and microbial activity.

  If perfectly good beverages get sent out but then display the above issues upon arrival at their destination, it’s a sure sign that something’s gone wrong in transit. Another general red flag is when a product’s shelf span suddenly seems to be quite limited. That alone can point to issues in the supply chain.

From Tank to Taproom: Identifying Weak Links in Your Cold‑Chain

The best way to identify weak links in your cold chain is to check it, step by step:

•    The Production Facility: From the minute the beverage is packaged, it needs to be in a cold room that is continually monitored and handled carefully by staff.

•     Loading Areas: Docks and staging areas should be kept cold so that as the product is moved from one environment to another, it’s kept at a controlled temperature.

•     Transportation: No matter what method of transportation is used, some method of cooling has to be involved.

•     Distributor Warehousing: Products need to be labelled to indicate that they require cold chain storage, and warehouses should be vetted to ensure they have adequate experience and capacity for that storage.

•     Bars and Retailers: The cold chain isn’t over until the drink is being poured from the tap into a waiting customer’s glass. To ensure cold storage at this final point, retailers need to be educated and informed on how best to refrigerate the product.

warehouse showing pallets full of beer boxes

Cold‑Chain Gear That Works: Trailers, Packaging, & Storage

  There are a myriad of ways to approach cold chain gear. Here’s what actually works:

•     Long-distance cold chain transportation needs refrigerated trailers with insulated side walls, proper seals, and real-time temperature monitoring.

•     Shorter or local logistics can get away with insulated vans that keep portable cooling systems and ice packs stable.

•     Reflective, foil-lined pallet covers and thermal blankets can be used to maintain low temperatures when loading or unloading in unrefrigerated areas.

•     Packaging that keeps out heat and humidity is just as important as fridges and kitted-out cold chain trucks. Even simply making sure that everything is shrink-wrapped can prevent heat buildup.

Smart Monitoring Tools: Tracking Temperature, CO₂, Humidity, & Shock

  Cold chain gear works best when it’s paired with smart monitoring tools and IoT sensors. The technology can track key variables in real time and send alerts if anything changes, so that businesses have time to intervene before quality degrades. The data collected can also be used later to further optimize the cold chain and make more energy and financially efficient decisions.

  Here are the main aspects worth tracking in a craft beverage cold chain and why:

•     Temperature: This is important no matter what kind of craft beverage you’re transporting, as any heat exposure can cause oxidation and spoilage.

•     Humidity: High humidity often leads to mold growth on packaging or the rusting of metal kegs. Anything transported long distances, especially in warmer months, should have humidity levels monitored.

•     C02: Build-up of this gas can accelerate fermentation in craft beverages and lead to bursting cans and bottles, especially if a product has active cultures in it (such as the yeast in a hazy IPA).

•     Shock: Too much shock during craft beverage transportation risks packaging and product integrity and can also damage cooling systems.

  By monitoring all of the above, especially through centralized tracking and logistics platforms, craft beverage companies can maintain a controlled environment for their products. The result is then improved quality control.

Conclusion:

Keeping It Cool from Production to Pour

  There is so much work that goes into creating craft beverages. Investing in cold chain gear, technology, and logistics strategies ensures that none of that work gets lost in transit. Instead, breweries can rest assured that they’re always putting their best product forward and, in doing so, building a brand reputation that keeps people coming back.

Nick Fryer is the Vice President of Marketing, Sheer Logistics. Nick has over a decade of experience in the logistics industry, spanning marketing, public relations, sales enablement, M&A and more at 3PLs and 4PLs including AFN Logistics, GlobalTranz, and Sheer Logistics.

Crafting the Perfect Fill

Cyndi

Filling Equipment Insights for Brewers and Distillers

By Alyssa L. Ochs

In the craft brewing and artisanal distilling industries, every detail matters – from the meticulously curated ingredients to the final presentation and every step in between. One of the most crucial yet often overlooked steps in the production process is filling.

  Whether you’re filling a bottle of whiskey or a can of IPA, the filling step affects product integrity, shelf life, operational efficiency and regulatory compliance. Fortunately, modern filling equipment has advanced significantly, offering brewers and distillers advanced features that cater to the specific needs and styles of beer and spirits. 

  In this article, we examine how filling equipment has evolved and what it looks like in today’s forward-thinking breweries and distilleries. To gain further insights, we also connected with Tony Saballa, the owner of Fillmore Packaging Solutions, which offers affordable beverage packaging for craft beverage makers.

Types of Filling Equipment Available

  The ideal type of filling equipment for your operations depends upon your product’s carbonation level and viscosity. For example, gravity fillers work well for thin and free-flowing liquids, such as craft spirits. They use the force of gravity to move non-carbonated liquids from holding tanks to cans and bottles. You’ll often use gravity fillers for vodka, gin and whiskey.

  Piston fillers are commonly used for liqueurs that have a high viscosity. Using mechanical pistons, these fillers draw a specific amount of spirit into a cylinder before pushing it into your container. Cream-based spirits and syrups with a thick consistency often incorporate piston fillers. 

  Volumetric fillers help beverage makers achieve a consistent fill volume, allowing you to stay true to your brand while also ensuring legal compliance. Distillers often use volumetric fillers to make ready-to-drink (RTD) cocktails, as they provide high accuracy control and help maintain precise brand consistency. These fillers operate by dispensing a volume of liquid using a rotary pump or flow meter to measure and control the flow of fluid.

  Isobaric or counter-pressure fillers utilize specialized machines that fill beer and other carbonated beverages into bottles with consistent pressure, thereby preventing the loss of carbon dioxide. With isobaric fillers, you’ll achieve equal pressure inside the can or bottle during the filling process, thereby preserving the carbonation. In addition to beer, sparkling wine, cider and carbonated RTD cocktails often use this filling method.

Fillmore’s Equipment Offerings

  Based in St. Louis, Missouri, Fillmore Packaging Solutions helps improve packaging processes for overwhelmed and underserved small craft beverage makers worldwide.

  This company focuses on the mechanical side of the small beverage trade. It has beverage packaging machinery available for both carbonated and non-carbonated beverages, including beer, wine, cider, kombucha, sparkling water and RTD cocktails. 

  Tony Saballa from Fillmore told Beverage Master Magazine that his company offers automated packaging machinery for filling cans and bottles with multiple sizes and formats.

  “Our filling machines are primarily engineered for isobaric filling, also known as counter pressure filling, a method used for filling carbonated beverages under pressure to minimize foaming,” Saballa said. “Our fillers can also be used for filling non-carbonated beverages.”

  Saballa explained that Fillmore’s machinery doesn’t require any complicated installations and is designed to be easily moved into the workspace and rolled away when not in use.

  When asked about the type of electrical connections Fillmore fillers require, he said, “Our fillers are engineered to operate from a standard 120-volt, single phase power outlet, so there are no specialized electrical connections required.”

  Saballa shared that Fillmore products’ packaging fill rates are always dependent on product temperature, carbonation levels and package size.

  “So, the typical fill rates our fillers range between 12 to 16 containers per minute,” he said.

  Fillmore’s equipment is designed to fit in a space of about three by five feet, or 15 total square feet. Its machinery can also be operated by just one or two people in a brewery or distillery, resulting in minimal labor requirements.

Precision Filling for Accuracy & Compliance

  Since the beer and spirits industries are heavily regulated, filling equipment is also relevant to legal compliance. Accuracy is of paramount importance when filling beer or spirits into cans or bottles. Regulatory organizations, such as the Alcohol and Tobacco Tax and Trade Bureau, require that containers meet volume declarations with minimal variation.

  Fortunately, today’s advanced filling equipment prioritizes precise and repeatable fills so that every can and bottle meet the appropriate volume requirements. For example, there have been significant technological advancements in sensor-based fill level detection, piston controls, digital flow meters and programmable fill settings.  

  This level of accuracy helps prevent product loss from overfilling, saving craft beverage makers money and resources. It also prevents underfilling, which can lead to compliance issues and customer dissatisfaction. When your bottles and cans are filled precisely, it shows that you pay attention to the details and run a professional operation that prioritizes quality control.

Automating the Beverage Filling Process

  In general, automated filling systems reduce your business’s need for extensive manual labor and help prevent employee mistakes. However, compact automation solutions like those offered by Fillmore are a game-changer for small craft beverage makers with limited production space.

  Small and mid-sized beverage producers are consistently seeking ways to balance efficiency with their space limitations. With an automated filling system, you can maximize the space you have while streamlining labor demands and achieving high throughput. Every square foot matters if you operate in tight quarters, such as a shared co-manufacturing environment or converted warehouse.

  Gone are the days when automated filling solutions were only reserved for high-volume-producing mega breweries and distilleries. Now, craft beverage producers of all types and sizes are embracing automation technology and working smarter on a smaller scale.

Flexibility & Seamless Integration

  When it’s time to invest in new filling equipment, consider automated systems with a user-friendly setup to get up and running promptly. Another priority might be plug-and-play simplicity that doesn’t require costly upgrades or infrastructure expansions.

  As some modern craft beverage makers now produce multiple types of beer and spirits, flexibility is another priority for filling equipment. Distillers and brewers often look for filling equipment that can work alongside their existing systems and accommodate various bottle and can sizes. Pieces of filling equipment aren’t isolated machines but rather one of many pieces in a broader production ecosystem.

  Universal compatibility is top of mind for companies specializing in filling equipment as demand increases for variable speed settings, modular designs and adjustable container guides. It is now possible to fill carbonated and still beverages with the same filling equipment line, easily switching between cans and bottles with minimal adjustments.

Scalability for Future Expansion

  In the fast-evolving world of craft beverage production, it’s essential to plan not only for today but also for future growth. Filling equipment should support your current needs and your goals for the years ahead.

  It’s often advisable to start small with your filling equipment, such as with a compact and entry-level system that allows you to build capacity as demand hopefully increases. For instance, you could launch with a two- or four-head filler and then upgrade later to a six- or eight-head model, provided the electrical infrastructure and base frame will support the expansion.

  Scalability involves increasing both speed and versatility, as many beverage makers are starting to explore new products that deviate from their original creations. If you choose a flexible filling machine, you will be able to accommodate various fill volumes, types of products and multiple containers.

  Another goal of scalability is to minimize downtime, so you never have to shut down your production line to install a new system based on new needs. Automation modules, adding additional filler heads during scheduled maintenance and software upgrades can help you achieve this goal. Keeping these factors in mind will help you protect your filling equipment investment and help your business evolve with the times and shifting consumer demands.

What’s Next for Beverage Filling Equipment?

  Looking ahead, next-generation filling equipment promises even greater precision, adaptability and efficiency than ever before, benefiting breweries and distilleries.

  Emerging technologies include remote equipment access, allowing operators to control and monitor filling equipment from their mobile devices. There has also been progress in AI-powered diagnostics and monitoring, which can automatically adjust regulate carbonation, viscosity and temperature.

  Meanwhile, some innovators have been perfecting automated clean-in-place systems and adjusting machine design to improve production speed further and ensure legal compliance. Fully integrated beverage packaging lines that handle filling, rinsing, closing and labeling are also in demand as equipment-makers take smart technology and automation to the next level.

Is it Time to Elevate Your Beverage Brand

Cyndi

Even Legacy Beverage Brands See the Value in a Brand Refresh

banner sign says rethink revise rebrand

By Hanifa Sekandi

Everyone is doing it, changing their brand to look more modern or something fresh to appeal to a new consumer base. One could argue that social media made them do it. It is easy to feel the need to compete with the social media engine that never slows down. What beverage is everyone talking about now? Not your beverage, but why? This can be frustrating when you know that you offer an excellent product. At times, it seems hard to cut through the beverage marketing noise, but it is possible. As you think of ways to do so, you may have considered a rebrand. Yes, there is always room for improvement. No matter how great your brand may be performing, there is always that one thing that can boost awareness and increase sales.

  Even legacy beverage brands are seeing the value in a brand refresh every few years. If you are a new brand, a rebrand should be the last thing that crosses your mind. Remember, nobody knows about you just yet, and until everyone does, consider yourself in the clear. This does not mean that you should not develop compelling marketing strategies. It simply means that you still must introduce yourself to your audience. This may take months to years, but you must stay consistent to gain brand familiarity. A slow rise to the top is sustainable. If in doubt, look at legacy brands; most of them have steadily climbed their way into the elite beverage club. Then think of brands that had their glory in the sun, fifteen minutes of fame, and now they are simply an afterthought.

When is it Time  for a Rebrand?

  Before you start, ask yourself, does your beverage brand need a refresh or a rebrand? A rebrand, in most cases, is a complete overhaul of your existing brand. A refresh is when you add new elements to your brand while maintaining brand familiarity. A refresh tows the line, whereas a rebrand pushes limits; it is a business risk that may benefit or hurt your brand eventually. Either way, it is a roll of the dice. Will the odds be in your beverage brand’s favor? You will not know unless you try.

  For some brands, a substantial risk is not worth it, companies would rather do a brand refresh that provides new energy to their existing branding without too many risky changes. Other brands choose to undergo a rebrand, and this strategy often achieves their intended results. A rebrand often works when brands are launching a new product line. A change in ingredients of an existing beverage may prompt brands to overhaul their previous branding, highlighting that everything is different, not just the addition of cleaner ingredients, but also new sustainable packaging. For cases like this, even a logo and color change may be appropriate. Keep in mind that substantial changes also require marketing efforts to support them. You need to inform your consumer that things are different and here is why. It is an unveiling of a new product, an out with the old, in with the new moment.

  The way your team approaches brand development should be consistent. Before hiring an agency, be clear on your goals. Remember, not all great ideas are great for your brand. Also, do not erase what makes your brand familiar or stand out. Particularly, know your brand voice. A couple of notable examples of gentle rebrands that fall in line with more of a brand refresh are Pepsi and Fanta.

  Both refreshes perfectly married the old branding with the new and it was so seamless that unless you are a die-hard enthusiast of either beverage, you would not have noticed. The changes were subtle yet bold. You may also notice that they used a variation of their existing brand colors and slightly altered their logos.

  Just a little but more than enough is a great approach to rebranding, particularly for legacy brands.

  Let us say you are not a legacy brand, still relatively new, but have built a strong consumer base. Should you rebrand or should you refresh? Other than increasing sales, what is your end goal? Do you feel that a rebrand will further solidify your beverage brand as a top contender, joining ranks with a legacy brand? Are you the next Heineken? Or the next best top-shelf tequila every bar should carry? Will you lose your existing consumer? Lastly, is your brand familiar enough that making these significant changes will not confuse people who purchase your beverage? A brand refresh might be a better course of action for your brand if you are less than 10 years old.

  What does a refresh entail? Adding new prints or graphics to your cans or bottles. Hopefully, when you selected brand colors, you chose different variations of green, for example, or blues that sit perfectly within your color wheel. It is okay to add pops of colors that are not signature to your brand. But the integrity of your branding should remain intact. 7Up does an excellent job using different variations of green that are signature to their brand.

The Notable Introduction

  It may be time to reintroduce yourself to existing and potential new consumers. This introduction is a fantastic way to tell your story, remind your consumer why they support you and to highlight your brand to a new audience. Consider this a reintroduction, also as an introduction. Have you ever attended an event with people you know and people you do not know? The assumption is that you do not have to introduce yourself because there are people there who know you, and the rest will fill in the blanks.

  The reality is that people forget things; they forget the details about people they meet regularly. I am sure you have met someone at an event and walked away and forgotten their name. You know the face but cannot seem to recall their name or pertinent details about them. If you are in beverage sales, then you will understand the value of these details. This is how every brand should view itself as a familiar face but an unrecalled name.

  Never assume that people who consume your beverage have had enough of seeing you highlight the unique components of your beverage and the cultivation process. Seeing every day as an opportunity to introduce your brand, like you are the new kid on the block, will force you to keep things fresh. Just like saying hello to a friend you care about never gets old. Saying hello to your audience and reminding them who you are and what you bring to their tastebuds should be embraced.

Are You Ready to Elevate Your Branding?

  Elevating your brand should not be complex. There are simple and attainable ways to highlight your beverage without doing too much rebranding. It is important to be creative. Think of ways to highlight what you already have. Isn’t it funny that people search for vintage items from their favorite brands? Do not lose sight of what is already loved by your audience. Also, do not lose your creative spark.

  How can you market this beverage, which your team has already beautifully branded? Brainstorm hundreds of ways to tell your beverage’s story with your existing branding. If the opportunity arises to do a refresh or rebrand, it should feel like the next step to brand elevation rather than a thirst simply to compete. Do not chase your competitors’ story or their wins; instead, stay in your lane and run your race and celebrate your wins. It is easy to feel pressured to make changes to your branding when you see other brands do it.

  Remember, you cannot see their process or the budget they have allocated for this. The majority of companies plan; therefore, what looks like a sudden rebrand may have gone through years of development. It is best to set long-term brand development goals. In the next 5 years, you may want to adjust the logo or brand colors. This will give you enough time to refine your branding and curate a rebrand that is impactful and embraced by old and new beverage enthusiasts.

Make It Easy to Say Yes

Cyndi

How Brand Clarity Drives Shelf Space, Sales Growth, and Strategic Opportunities

bottles of corona extra beer in sand

By Jake Ahles, Morel Creative

Craft doesn’t guarantee growth, Clarity does. In today’s saturated beverage market, the brands winning shelf space, closing distribution deals, and attracting serious investment aren’t always the ones with the best product. They’re the ones with the clearest story.

  The ones who make it easy for buyers, investors, and consumers to say: “I get it. I want in.”

If you’re preparing for the next big trade show, fundraising round, or distributor meeting, here’s the hard truth: your product alone isn’t enough. You need a brand story that sells.

  This article lays out how distillers and craft beverage founders can use brand clarity as a sales weapon—turning marketing from an afterthought into a revenue driver, a distributor enabler, and a signal to future investors that you’re ready for prime time.

The Growth Bottleneck No One Talks About

  You’ve nailed the flavor. The packaging pops. Maybe your tasting room hums with energy or your founders’ story turns heads.

  But when a buyer asks, “What makes you different?” or an investor says, “Why now?”, you find yourself fumbling.

  It’s not because you don’t care—it’s because clarity is hard. Especially when you’re close to the product.

Here’s what often happens:

•  Your sell sheet is too busy.

•  Your pitch deck meanders.

•  Your reps are all telling different stories.

•  Your digital presence confuses more than it converts.

And so…

•  Buyers pass.

•  Distributors deprioritize you.

•  Your reorder velocity flatlines.

•  Funders say, “We’re not quite sure where this fits.”

  All while a competitor brand with half your soul—but a sharper story—wins the shelf.

Clarity = Conversion: What Trade Buyers and Investors Need to Hear

  Let’s start with what your key decision-makers are really thinking:

Distributors and Trade Buyers:

•  Can I sell this easily?

•  What makes this different from what’s already on my shelves or menu?

•  Will consumers understand it right away?

•  Will my staff be able to talk about it with confidence?

Investors:

•  Is this brand built to scale?

•  Can the founder or team articulate their differentiation in under 60 seconds?

•  Does the positioning reflect a deep understanding of the market?

•  Will this story resonate with future buyers or acquirers?

  If your content and messaging don’t answer these questions clearly and consistently, you’ve created friction. And friction kills momentum.

Brand Clarity in Practice: The Assets That Drive Decisions

  Clarity isn’t just a vibe—it’s a system. When your materials are clean, aligned, and easy to use, you create confidence. Confidence leads to yes. Here’s what that looks like:

1. Your One-Liner: The headline on your sell sheet, website, or intro slide should immediately explain what you do, who it’s for, and what makes it different.

Not: “A bold new botanical experience.”

Better: “Zero-sugar craft spirits designed for modern mixologists.”

2. A Streamlined Trade Deck:

Three to five slides max. Visuals first, words second. Answer:

•  What is it?

•  Why now?

•  Who’s buying it?

•  Why it moves units.

3. Sell Sheets with Punch: Focus on the highlights.

•  Brand origin in 2–3 lines

•  Product SKUs, pricing tiers

•  Flavor profiles or use cases

•  Distribution + reorder details

•  Beautiful bottle shots + fast contact info

4. Distributor/Rep Tools:

•  One-pagers for each product

•  Internal videos explaining the brand story

•  Ready-to-send follow-up kits with shareable content

5. Digital Ecosystem:

•   A centralized media library

•   Consistent messaging across web, social, print

•   Video shorts that reinforce key points

The Ecosystem Approach: A Playbook for Growth

  At Morel Creative, we think of clarity not as a single asset, but as an ecosystem—a cohesive content system that works across:

•  Internal team training

•  Sales meetings and trade shows

•  Distributor enablement

•  Consumer marketing

•  Investor conversations

  This approach is what inspired our F.E.E.E.D. Framework, a storytelling system designed to unify your brand story across sales, marketing, and trade—with assets that build clarity, foster connection, and drive momentum across every touchpoint.

For distillers, this could look like:

•   Crisp sell-in tools that win attention in national accounts

•   Thoughtful origin stories that connect in regional campaigns

•   A modular content system that works across markets and team members

The goal? Scale your story

without diluting your soul.

Proof: What Happens WhenYou Nail It.

We’ve seen the results firsthand:

•  Faster shelf placements.

•  Higher distributor engagement.

• Improved sell-through and reorder velocity.

•  Better investor traction.

•  Readiness for acquisition or national expansion.

  Brands that invest in clarity don’t just look better. They move faster. They scale without chaos. They enter new markets with confidence. They stop relying on founder charisma alone—and start building momentum that’s replicable.

Final Thoughts: Clarity Is an Act of Respect

  You’ve put your heart into your product. You’ve spent late nights dialing in flavor, sourcing, compliance, packaging, and logistics.

Now give your sales partners, buyers, and future investors the same attention.

Make it easy for them to say yes:

•  Build a one-liner that lands.

•  Create a pitch deck that converts.

•  Organize your story so others can tell it for you.

Because the best products don’t always win. The clearest ones do.

Clarity sells!

It’s Time to Roll Out the Barrel

Cyndi

Oktoberfest in Germany and Around the USA

Oktoberfest 2025 group shot

By Melissa Watkins, Loan Mantra

As we prepare to roll out the barrel for Oktoberfest, the world’s most renowned beer festival taking place in Munich, Germany, we invite you to immerse yourself in this grand celebration of Bavarian culture. This annual two-week event showcases an abundance of beer steins, pretzels, lively dancing, traditional attire, beer tents, carnival rides, and fun. Although its name suggests it occurs in October, Oktoberfest kicks off in September. This year’s festival begins on September 20 and continues until October 5, 2025, marking an impressive 190 years of festivities! We will explore the various aspects of Oktoberfest, including its financial impact on the Munich economy and how these valuable lessons can be applied to your beer business.

Oktoberfest History

  The inaugural Oktoberfest took place on October 12, 1810, as part of the wedding festivities for Crown Prince Ludwig (later King Ludwig I) of Bavaria and Princess Therese von Sachsen-Hildburghausen. Residents were invited to enjoy a five-day celebration culminating in a horse race at Theresienwiese or “Therese’s green.” The event’s popularity led to the race being held annually, eventually evolving to include food stalls and beer tents, resulting in the pop-up beer halls made of plywood, complete with interior balconies and bandstands, that visitors enjoy today. These beer halls and tents accommodate over six million guests anticipated at the 2025 Oktoberfest.

  Preparations for this year’s event started June 30. Each Munich brewery constructs temporary structures with seating for around 6,000 people. The breweries also participate in parades featuring beer wagons, floats, and people dressed in folk costumes. The mayor of Munich officially opens the festival by tapping the first keg. Total beer consumption during Oktoberfest exceeds 75,800 hectoliters (approximately 2 million gallons).

Economic Impact of Munich Oktoberfest

  Oktoberfest serves as a significant driver of economic growth, generating €1.25 billion and accounting for up to 2% of the city’s Gross Domestic Product (GDP). Millions of visitors from across the globe greatly contribute to hotel occupancy rates, dining, shopping, and public transportation. Despite rising beer prices and high inflation, 6.7 million guests attended Oktoberfest last year. Each year, 12,000 to 13,000 jobs are created due to the festival, resulting in an annual wage growth of 6.6%.

  The creation of both temporary and permanent job opportunities benefits individuals and bolsters the city’s economy. The influx of workers leads to increased spending in Munich, positively affecting businesses beyond the festival. Local restaurants, transportation services, and accommodation providers all experience heightened activity, contributing to the city’s overall economic vitality.

  The Department of Labor and Economic Opportunity reported that Oktoberfest had a significant economic impact, attracting about 7.2 million visitors who spent €442 million on the festival grounds. Total spending on food, drinks, and rides reached €1.25 billion. Visitors from outside Munich spent €505 million on accommodations, boosting the hotel sector. Beer tents generated €300 million, with setup costs between €1-2 million, and organizers earned a 7.8% profit. The festival produced 7 million liters of beer, resulting in €75.7 million in tax revenues. The hotel and hospitality sectors gained €500 million, while stalls, bars, and rides contributed €140 million to the economy. Souvenir sales, including Lederhosen and Dirndls, added €160 million to individual trade.

Long-Term Economic Impact

  Beyond immediate economic benefits, the festival also generates long-term advantages. Oktoberfest fosters strong brand recognition and nostalgia for Germany, attracting year-round visitors and tourists, leading to revenue that stretches beyond the Oktoberfest season. This allure encourages infrastructure investments and foreign businesses, directly benefiting the German economy, promoting international collaborations, and enhancing the nation’s global presence.

Oktoberfest 2025 group shot

Willkommen (Welcome) to Oktoberfest in the U.S.

  Some of the most popular Oktoberfest celebrations in the U.S. include:

1. Oktoberfest Zinzinnati (Cincinnati, OH), September 18-21, 2025, largest with 800,000 2024 attendees.

2. The Denver Oktoberfest (Denver, CO), September 25-28, 2025, activities: keg bowling to stein hoisting, live music and more.

3. Oktoberfest La Crosse, (La Crosse, WI), September 25-28, 2025, longest running.

4. Big Bear Lake Oktoberfest (Big Bear Lake, CA), September 6- November 8, 2025, celebrating 55 years.

5. Helen Oktoberfest, (Helen, GA), September 25 – November 2, 2025.

6. Mt Angel Oktoberfest, (Mt. Angel, OR), September 11- September 14, 2025.

7. Wurst fest (New Braunfels, TX), November 7- November 16, 2025. Ten-day festival that raises over $20M for nonprofits.

8. Reading Liederkranz Oktoberfest, (Reading, PA), October 1 – October 5, 2025.

9. Schmidt’s Columbus Oktoberfest, (Columbus, OH), September 5-September 7, 2025

10. New Ulm Oktoberfest, (New Ulm, MN), October 3- October 11, 2025.

Bavaria in America

  Here are some of the most delightful Bavarian villages in America:

1.    Leavenworth, Washington: Leavenworth, set by the Cascade Mountains, has evolved from a logging town into a Bavarian-themed destination. Highlights include alpine architecture, beer halls, the Nutcracker Museum, the Christmastown Village of Lights, Oktoberfest, and year-round outdoor activities.

2. Frankenmuth, Michigan: Founded by German immigrants in 1845, Frankenmuth is known as “Michigan’s Little Bavaria.” The town hosts numerous annual festivals, including a Bavarian Easter, World Expo of Beer, and Christmas events. Don’t miss Bronner’s Christmas Wonderland, the world’s largest Christmas store.

3.   Helen, Georgia: Helen is a village in the Blue Ridge Mountains, located about 100 miles northeast of Atlanta, recognized for outdoor recreation options. The town has cobblestone streets and offers wine tasting, mini golf, a water park, and German cuisine. September and October bring visitors for Oktoberfest, while the Christkindlmarkt is held during the holiday season.

4. Fredericksburg, Texas:  Established by German settlers in the mid-1800s, Fredericksburg features architecture such as a replica of a 19th-century German church and has a local wine industry with over 100 wineries and vineyards. Located within reach of Austin and San Antonio for day trips, Fredericksburg holds more than 400 festivals and events annually, including a three-day Oktoberfest and a fall Food & Wine Fest.

5.   Vail, Colorado: Vail blends Swiss and German architecture with notable charm, making it one of the top ski destinations in the United States. Stroll cobblestone streets, enjoy Austrian-Bavarian cuisine and stay in cozy Bavarian-style lodges. 

German Heritage in the United States

  It’s fascinating to examine the geographic distribution of populations identifying with German heritage.

map of united states showing percentage of german population by state

  Ready to Roll Out the Barrel? Is your beverage business prepared to leverage Oktoberfest’s popularity and success? Here are some insights and ideas to consider.

Leverage Technology

  E-commerce and social media platforms are crucial for breweries to engage consumers and boost sales. Embrace digital media to fully exploit the Oktoberfest brand and its seasonal appeal. Think about how your business can capitalize on this by:

a.  Utilizing e-commerce platforms

b.  Engaging social media

c.  Implementing innovative digital marketing strategies

  Consider creative approaches, such as partnering with a sister city near Munich or livestreaming from events. Additionally, utilize technological tools like AI and ChatGPT to explore opportunities and gather insights.

Enhance Customer Experiences

  Consumers are eager to invest in premium, high-quality, and unique beer experiences, providing craft brewers an opportunity to distinguish themselves. How can Oktoberfest be optimally utilized to create memorable experiences for patrons? Reflect on whether your craft brewery or distillery could host events such as an Oktoberfest celebration, “A Taste of Bavaria,” or even a live beer tent with Polka dancing. Additionally, consider how to enrich the taproom experience with food pairings, engaging events, and various activities that will captivate and resonate with consumers.

Share Your Story

  Brewers focusing on regional storytelling, ingredient sourcing, and eco-friendly practices are likely to connect with today’s value-driven consumers. What compelling aspects of your unique business journey stand out? Can you collaborate with similar businesses or local events to enhance and promote your craft brew brand? This approach can help narrate your local company’s story. Emphasizing regional storytelling and sustainable practices can truly resonate with consumers seeking meaningful connections.

Diversify and Test

a.   Explore brand diversification and testing to introduce new and improved beverage options. Diversify Product Portfolios: Offer a mix of traditional and non-traditional drinks to cater to a broader range of consumer preferences.

b.   Sales of non-alcoholic beverages, both within and outside of Munich’s Oktoberfest beer tents, surged by 50% compared to the previous year.

c.   This trend aligns with significant shifts in the U.S., where consumer interest in unique flavors, as well as non-alcoholic beers and beverages, is on the rise.

d.   Invest in Non-Alcoholic and Low-Alcohol Options: Dedicate resources to research and develop high-quality, flavorful non-alcoholic and low-alcohol beverages.

  Oktoberfest can be a flagship event to capture and reinvigorate beer sales. By exploring its history, aligning your beer brand with regional and local celebrations, and tapping into Oktoberfest’s brand equity, beverage businesses can capitalize on the festival and position their business for success.

  Raj Tulshan is founder and managing partner of Loan Mantra. For more information visit www.loanmantra.com or connect with Raj at https://www.linkedin.com/in/tulshan/.

Five Bucks & a Bag of Chips

Cyndi

As We Peer Into Our Crystral Kegs & Stills Trying to Forecast the New Year, We Can’t Ignore the Trends!

crystal ball and tarot cards

By Mark Colburn

Beer, wine and spirit sales are sagging due to reduced consumption, inconsistent tariffs that threaten many aspects of our industry, wholesaler consolidation and low consumer confidence. Combining these trends means that the battle for shelf and handle space will be frenetic. The fight for the consumer’s share of stomach will be equally challenging. As a craft beer wholesaler marketing director in a major metro, I sat through hundreds of supplier business plan meetings which typically begin in October. These next year plans were filled with new products and clearly absorbed a great deal of executive supplier attention. Herein lies the chink in your competitor’s armor.

  Sitting on the opposite side of the supplier vs. distributor (I was the marketing director for one of the country’s largest craft, beer, cider, wine and spirits wholesalers) conference room table, I wondered how the fourth quarter seemed to be overlooked, or taken for granted by our large, medium and even small suppliers. Perhaps they were satisfied with the long summer’s results I mused during these marathon meetings?

  This particular large supplier was presenting in mid-September hoping to get the “attention jump” on the rest of the supplier roster. As I sat there viewing slide #68 of their PowerPoint presentation I got an idea. Keep in mind my background is in the ad agency business…

  As the one responsible for each month’s rather bulky sales plan (8-10 pages), I started looking for common denominators. It was easy. One of my brand managers even sarcastically coined his monthly supplier incentive as, “five bucks and a bag of chips.” I found that the vast majority of monthly sales incentives were alike – five dollars per Off Premise placement and slightly more for On Premise.

  The volume incentive was equally similar as was the compensation for a new tap handle placement. As a believer in the “zig vs. zag theory” I recognized a unique opportunity for a supplier that wanted to get a bit creative.

  Since it was still September I knew I had time to whip up something and get it agreed to…and funded. I also knew that Halloween had grown into a $12+ billion business. Moreover, anything to do with Halloween was fun. This seemingly obvious point is forgotten by so many businesspeople. Over my 15 years in this distributor position, I experimented with hundreds of fun incentives to assess their selling significance with a highly street smart, unionized and sizeable ON and Off Premise selling team.

  Most succeeded while a few did not. The one I’m about to share with you shattered all volume and distribution expectations and was in my top three of all time. Although this incentive may not be applicable to your situation, the point is to inject creativity and fun into your brand. Where legal, you might even fine tune my incentive into a consumer or employee event that will garner results.

The Sam Adams Haunted House

  By far the smartest executive I have ever met is Jim Koch. I first met him in Boston and later we rode together several times visiting key accounts throughout San Francisco. Mr. Koch had heard about some of my prior incentives, “Gordon Gekko’s Greed is Good,” “The Money Chamber” and “Broccolinchini” and probably thought I was thick as two short planks.

  He could not deny the results, however. After procuring the necessary budget from Boston Beer and my team, I set out to create the most fun incentive ever launched around a Halloween theme. Thus the Sam Adams Haunted House was “built.” How can this help your business? Please read on…

  In my career I’ve found that whenever “Fun” is used as a strategic denominator, the results are exponential. The Sam Adams Haunted House was created as a sales incentive “clutter buster.” The vast majority of supplier-side sales team incentives lacked even the most remote level of fun or creativity. The trend was to simply follow everyone else. The results were naturally proportional.

  To clearly differentiate the Sam Adams brand from the rest of the big, medium and small brand pack I worked with my graphic designer to create a huge haunted house graphic (see pic inset).  This graphic was brought into the Friday morning sales meeting, by yours truly, every Friday in October. If you’ve never been in a large, end-of-week, early morning sales meeting; you’re not missing much.

  These can last several hours as supplier sales reps and managers stumble their way through unrehearsed, monotonous sales presentations. Now that I’ve shared the setting, picture this: The huge sales meeting room (60+ occupants) is now dark (all lights out and curtains pulled). The huge sales team is now watching and listening, wondering what is next. Suddenly a boom box blasts sounds of howling wolves, creaking doors, chains and screaming goblins throughout the cavernous room. I enter wearing a black cloak with the scariest mask you’ve ever seen holding a flashlight under my chin. I let out a screeching howl, “Welcome to the Sam Adams Haunted House!!!” From that second on, Sam Adams owns this major metro sales team.

  To get to the Haunted House, the On and Off Premise sales teams competed weekly by making placements in their accounts. The salespeople with the most placements got a Friday morning trip to the house where they came up to the front of the room to select a scary graphic that I then flipped open (I had pre-trimmed these into little doors and marked dollar values for each that when combined kept us on budget) to reveal their winning cash prize.

  The prizes ranged from $25-$250 so there was significant interest to earn a pick every Friday in October. This kept the incentive top-of-mind throughout the salesperson’s week. To determine who picked each Friday morning I came into the office very early to run VIP reports showing individual sales rep accomplishments. After reviewing the numbers I was able to announce the weekly winners by 7am.

  Although this level of creativity (I admit it is a bit creepy but think of the audience – predominantly males aged 24-39) may not suit your personality or your brand, I must share with you that the sales volume and placement results shattered our wildest expectations.

  The incentive was so popular that I repeated it for three or four years in a row. This incentive DOMINATED all other suppliers during the month of October. Further, it created momentum and top of mind awareness within one of the largest sales teams in the country.

  This momentum carried the Sam Adams brand into the November and December holidays (supported by my “Santa Broccolinchini” incentive) where many brands concede this period opting to gear up for the New Year.

  This fourth quarter incentive tandem provided Boston Beer with sales plan DOMINANCE for 8+ weeks. Further, it put their brand on a substantial downhill roll teeing up their annual business plan meeting where the incentives and their results were the first thing that everyone spoke about in the executive meeting room.

  They really set the “fun tone” and paved the way for the coming year’s strategies and new items.  The Sam Adams Haunted House is provided to you as an example of the synergistic results achieved when creativity is mixed with a large dose of fun. I use the term, “Fun-kifize” (an old Tower of Power tune) in my podcasts and recommend such to you.

  If you don’t participate in wholesaler incentives try adjusting a version to your internal team or even at the consumer level. Perhaps a game could be played to earn trips to the haunted house to generate more consumer interest and traffic in your tap or tasting room?

  Lastly, to dot the “I’s” I learned that Jim Koch was going to pay us a visit in November. I asked his team if I could interview him for 15 minutes and videotape the session. They agreed so I taped Mr. Koch and gave him the names of the biggest achievers from the Halloween incentive. I then edited the tape and played it during one of those long, boring Friday sales meetings.

  The sales team loved hearing a luminary like Jim Koch give specific sales people “Atta boys” for their their outstanding performance. Just another example of adding legs to a creative idea to wring out even more benefit. Remember that people buy AND SELL for people and BRANDS that they like. Be THAT brand.

Happy Halloween!

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” http://www.thebrewingnetwork.com/shinerunner-ep18-dyno-ing-the-marketing-mix/ 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

https://www.linkedin.com/in/mark-colburn-8332625

Craft Beverage Brands Demand Flexible Equipment

Cyndi
cans in a canning machine

By: Rebecca Marquez, Director of Custom Research at PMMI

Handling a wide variety of sizes, shapes, and materials at faster speeds requires flexible, automated equipment that provides quick changeovers.

  More than 16,000 craft beverage brands are now competing for attention, space, and sales at U.S. retail outlets, according to 2024 Craft Beer and Spirits: Success Through Packaging, a report from PMMI, The Association for Packaging and Processing Technologies. In addition to the large number of brands available, craft beverage producers have been feeling the pinch of rising input costs — from raw ingredients to packaging materials — and higher distribution costs.

  To support brand and business growth, many craft producers are actively investing in new machinery. Some also have an aggressive growth plan.

  One beer and spirits contract packager cited in the report is trying to determine if its current packaging equipment is strong enough to support an expected doubling in volume in the next year and, with a growing customer base, the possibility of five-fold growth in the next three to five years.

  From a machine standpoint, craft beverage brands are almost unanimous in their opinion that their equipment needs to be adaptable, according to the 2024 report. While complete adaptability, such as filling bottles on a canning line, is functionally impossible, OEMs should carefully consider how versatile they can make their machine offerings. For instance, a canning line capable of filling 16- and 12-oz. cans provides some versatility. Still, one capable of switching to 19.2-oz. sizes and running tall, sleek cans would be more desirable for craft producers.

Machinery Flexibility Reigns Supreme

  Craft producers need the ability to handle a wide variety of sizes, shapes, and materials at faster speeds, and they need more automated equipment features for changeovers, loading, and feeding.

  Multipack formats—including multipacks that contain a variety of products—have remained a popular stock-keeping unit (SKU) option over the past decade. While consumers consistently report liking these formats, they frequently create operational headaches for craft producers because they necessitate alterations in their overall operations.

  Special packaging formats also can create significant production challenges. In addition to label and format variations, specialty product releases are typically limited runs. To help craft producers reduce downtime when switching from standard to specialty product runs, OEMs and suppliers are working to expand features, such as automated label changeovers and automated feeding.

  The logistics of handling mix packs is challenging for small breweries because it is typically performed with manual labor. Consequently, many craft beer producers seek affordable, automated solutions to help them compete with larger breweries.

  For example, some smaller craft brewers need user-friendly push-button equipment and end-to-end solutions to minimize fluid waste. They also require predictive and preventive maintenance software, modular machinery, easier-to-program programmable logic controllers, and simplified, intuitive human-machine interfaces.

  Craft producers also want advanced technology features, such as AI machine learning and improved machine sustainability functionality that uses less energy and reduces material waste.

  Machines as a service, or MaaS, may have a future role to play in the craft beer and spirits industry when it comes to accommodating tight budgets and limited floor space, but very few operations are currently deploying this strategy, according to the 2024 PMMI report.

Beverage Processors Look to the Future

  Technical integration will positively impact beverage packaging and processing operations in the coming years, according to 2025 Beverage Industry Packaging Trends, another report from PMMI. However, inflation, supply chain disruptions, regulatory compliance, and talent acquisition/retention challenges are expected to continue negatively impacting this industry.

  The 2025 report states that company expansions, consumer product demands, and technology advances are the top three reasons beverage companies purchase new machinery. In addition, nearly 90% of the 2025 report’s surveyed companies plan to purchase some type of beverage packaging machinery in the next three years.

  For instance, 58% of the respondents anticipate their investment in beverage packaging machinery will increase by 10% over the next three years. This includes 26% who expect an increase of more than 20%. Some plan to invest in entire production lines to keep up with demand and/or accommodate new product SKUs they’re developing. Others are focused on improving equipment efficiency to reduce bottlenecks and minimize downtime.

  But beverage companies sometimes need more guidance from their suppliers to make the right decisions and keep machinery running. In-person and remote support are important since beverage processors want true partnerships with OEMs that are reliable and consistent for as long as the machine is functioning. In addition, these processors want more support, education, and perspective into what the future holds for new equipment.

  Processors are justified in turning to OEMs for this type of assistance. To meet evolving packaging demands, end users need to optimize machinery use by leveraging digital insights and diagnostics for faster, more efficient production and the reduction of downtime, which directly impacts revenue, making technology-driven troubleshooting a top priority.

  The degree of a machine’s user-friendliness is also a critical factor. In fact, one 2025 survey respondent believes machinery suppliers should automatically assume that somebody without much experience will be running the equipment every day. “The equipment needs to be smarter and more intuitive to the operator and contain built-in tutorials,” he states.

  When it comes to avoiding recalls, sanitation is a major priority in beverage processing. Therefore, processors need machines and parts that are more easily cleaned. Standardized machinery and sanitation templates that work for one facility and can be transferred to others also make sanitation easier, especially for processors with multiple sites.

  Over the next two to three years, expanding consumer demand will drive the need for more diverse beverage products and packaging sizes, leading to an overall increase in all packaged beverage formats. As a result, beverage manufacturers and their co-packers must improve and replace infrastructure now to ensure they remain flexible, efficient, and competitive in an evolving market.

  To learn more about technologies that boost beverage production, attend PACK EXPO Las Vegas, Sept. 29 to Oct. 1, 2025 at the Las Vegas Convention Center. With 2,300 exhibitors and thousands of cutting-edge solutions, attendees can engage in conversations about emerging trends, challenges, and innovations that are shaping the future of the industry.

  At the event, beverage processors can experience hands-on demonstrations of the latest packaging and processing solutions on topics like automation, sustainability, workforce development, and manufacturing efficiency. In addition, more than 100 educational sessions will take place on seven stages/content centers on the show floor, including Sustainability Central, Industry Speaks Stage, Innovation Stages, Processing Innovation Stage, and the Reusable Packaging Learning Center.

  Visit packexpolasvegas.com to learn more and register now to connect with industry leaders, discover state-of-the-art innovations, and gain a competitive edge.

Beyond the Container

Cyndi

Understanding Packaging and Its Subproducts for Modern Breweries

Earthrings showing 3 six pack carrying containers for beer cans

Photo Credit: Earthrings

By: Alyssa L. Ochs

In the modern brewery, packaging is more than just a finishing touch or an afterthought at the final stage of production. Rather, it is a vital part of a brewery’s brand strategy, a way to improve operational efficiency and a mechanism for achieving sustainability goals.

  Innovative packaging technologies help breweries grow and adapt to changing consumer demands. Settling for what used to work in the past to package beer is no longer an option for forward-thinking producers. From wrap-around case packing to shrink sleeve application, side loaders and compact palletizing,  new packaging solutions are redefining what it means to be ready for production and attract a strong consumer base.

  This article explores various aspects of brewery packaging and its subproducts, driven by real-world insights and companies that are setting new standards for aesthetics, efficiency, and sustainability.

Primary Packaging Basics: Core Components for a Strong Foundation

  Simply put, the foundation of all brewery packaging operations is the containers holding the beer. Whether you pour your beer into cans, bottles, or kegs, this is the cornerstone of your primary packaging and the basis for which all subproducts must complement.

  Cans now dominate the craft beer industry because of their logistical advantages, recyclability, and durability. For cans, many breweries have begun to embrace shrink-sleeve application technology with full-wrap, high-impact branding.

  Producers like Mother Earth Brewing (Vista, California and Nampa, Idaho) have used automated cartoners to streamline the process of erecting and packing cases and trays. Modern cartoners allow easy changeovers between 12-ounce and 16-ounce cans and help breweries keep up with growing demands.

  Meanwhile, a sizable number of breweries still favor glass bottles for specialty beers or to celebrate nostalgia and beer-drinking traditions. Packaging bottles requires careful consideration for handling and shipping weight.

  Stainless-steel kegs remain efficient vessels for on-premise distribution, events, and international export. However, PET plastic, one-way kegs are trending as a sustainable and cost-effective alternative to stainless steel because of their lightweight, compact, high-oxygen barrier advantages.

  Closures, whether in the form of cap ends, swing tops, crown caps or keg fittings, are also primary packaging products critical to maintaining freshness and the necessary pressure.

Packaging Subproducts: Behind-the-Scenes, Yet Crucial

  However, there is enormous potential in the best uses of secondary and tertiary packaging materials, also known as subproducts. These materials play essential roles in protecting and presenting beer, as well as in distribution coordination and sustainability.

  For example, combined cardboard and film packaging are hybrid materials that offer excellent visibility and strength to a packaging strategy. Shrink-wrapping helps bundle beer multipacks and pallets. There are breweries that are moving towards biodegradable films and reduced-gauge materials to improve the eco-friendly qualities of their shrink wrapping.

  Wrap-around case packing systems are high-speed systems that can limit downtime and reduce the strain on machinery. Wrap-around cases that operate in continuous motion provide a precise and fast way to create and seal boxes around beer products, thereby improving line efficiency and speeding up the packaging process.

  For example, Summit Brewery Company (St. Paul, Minnesota) has achieved virtually no downtime and no needed repairs using an InvisiPac® Tank-Free™ Hot Melt System. Graco worked with the brewery to boost production efficiency by reducing hot melt adhesive waste and stabilizing the rate of glue consumption.

  Shrink sleeve applications are popular because of their 360-degree branding opportunities. They are ideal for cans and specialty bottles, conforming to unique contours better than pressure-sensitive labels. Breweries love this trend because of the vibrant, high-impact branding that does not require pre-printed containers. Shrink sleeves enhance brewers’ branding flexibility and are ideal for seasonal brews and limited releases.

  Other essential packaging subproducts include tray packs, dividers, and side loaders. Corrugated trays and side loaders help maintain line efficiency and prevent damaged products. This is especially critical when packaging beer in glass or mixed-format packs.

  Cardboard carriers and dividers protect units and enhance their visual presentation for consumers. By combining cardboard and film packaging, a brewery can use less material than it would with traditional cartons while ensuring visibility and protection.

  Other aspects of packaging are the inks and adhesives used on beer labels. At a minimum, these materials must stay affixed to the product and be readable. However, you can use water-based inks and adhesives that are low in volatile organic compounds to tap into eco-minded consumer preferences and support your brewery’s sustainability initiatives.

Evolving Automation: Equipment Innovations for All Sizes of Breweries

  In the past, automation was only considered relevant for large, well-established breweries with extensive packaging needs. However, even smaller breweries are embracing automation because of the compact packaging systems now available.

  For instance, breweries can find compact palletizing solutions that are designed for small spaces. You don’t need a warehouse-sized space to automate your brewery with a compact palletizer.

  Breweries of all sizes can also automate their packaging with side loaders and tray packers. These investments help brewery packaging lines move at high speed and overcome labor concerns. Side loaders efficiently place cans and bottles into cartons and are often used alongside wrap-around case packers to reduce manual labor.

  Advanced machinery solutions like wrap-around case packing can streamline operations with minimal stop time. The result is faster throughput and reduced wear and tear on machinery components. Shrink sleeve applicators can accommodate various container sizes and shapes, even allowing for late-stage customization if design ideas change over time.

Brewery Packaging with Sustainability in Mind

  Eco-friendly brewing is no longer a niche — it is a requirement for modern beer producers. Breweries must weigh the pros and cons of the materials they use for beer packaging considering where they came from, how much they strained natural resources to produce and their recyclability.

  Fortunately, breweries can boost their sustainability and lower their carbon footprints in many ways. Lightweight materials, such as thinner bottles and cans, can help reduce vehicular emissions from trucks used to transport products. If you package and label your products onsite rather than outsourcing this work, you can maintain greater supply chain control and produce beer sustainably.

  Meanwhile, using recyclable and compostable beer carriers is a fantastic way to reduce landfill waste and release fewer planet-overheating gases into our environment. Film-cardboard hybrids help breweries reduce plastic waste while still being visually appealing and durable. Eco-friendly carriers perform well and can now often be recycled or degrade naturally once discarded. 

  To prioritize sustainability, breweries can also work with their packaging suppliers to develop eco-friendly formats tailored to their unique needs. Customization is now commonplace in this industry, as breweries do everything they can to stand out from the competition in a crowded marketplace.

  There are also reusable and refillable bottle and keg return programs that breweries can investigate. These types of programs are expanding throughout North America and Europe, making them legitimate options for many modern breweries. Exploring all available sustainability options can help brewers align their business with their environmental values and comply with changing legislation.

  Multiple innovative companies are now working in the sustainability space to give breweries more options.

  UniKeg offers PET plastic kegs as a lightweight, cost-effective solution to traditional steel kegs. Earthrings is a company that offers 100% recyclable and compostable beverage rings constructed from sustainable cardboard.

  Another company, WestRock, offers paper-based brewery packaging solutions, such as cartons and multipacks, to help brewers reduce their plastic use. DS Smith collaborated with Martins Brewery to develop a custom, sustainable six-pack handle packaging product for glass bottles.

  These are just a few examples of companies that have identified a need in this space among breweries and risen to the challenge to help promote sustainable beer production.

Final Thoughts and the Future of Beer Packaging

  Although brewery packaging subproducts might seem like minor factors in the overall production and sale of products, they collectively have a significant impact. Subproducts can either make or break a brewery in terms of shipping efficiency, regulatory compliance, labor demands and carbon footprint.

  Looking ahead, the craft beer industry has a lot to look forward to with regard to smart and sustainable packaging. Technology companies have made QR codes and smart labels accessible and enticing as a way to market content directly to consumers.

  There has been a trend towards even small nano- and microbreweries investing in compact and mobile canning solutions to reduce their reliance on third-party companies. With sustainability now top-of-mind for breweries worldwide, eco-design integration is increasingly important. Now, breweries must not only think about how their products are packaged but also where they will end up after they are used — ideally recycled, reused, or composted.

Are Your Beverages Ready for a Recession?

Cyndi
calculator says recession on top of a $100 dollar bill with ben franklin looking worried

By: Raj Tulshan, founder of Loanmantra.com

Is the U.S. Headed for a Recession? And if so, is your beverage business recession proof? In the United States, only the panel of experts at the National Bureau of Economic Research (NBER) is able to classify economic conditions as an actual “recession.” At its most basic level, a recession is marked by two, consecutive quarters of economic contraction or negative real Global Domestic Product, (GDP). Understandably, more is at play in making this kind of analysis and most economists believe there are four major recession indicators.

  Understanding that NBER must classify a recession, economists and financial analysts are closely monitoring several key indicators that suggest economic slowdown in 2025:

Declining Consumer Spending: The University of Michigan’s Survey of Consumers’ Index of Consumer Sentiment showed a 10.5% decline in consumer confidence in April. U.S. households are beginning to cut back on discretionary purchases creating ripple effects across industries from retail to hospitality.

Tighter Credit Markets: The Federal Reserve’s efforts to control inflation have led to higher interest rates, making it more expensive for businesses to borrow. Many lenders have also become more cautious, tightening their lending boxes and limiting access to capital. Small Business Administration (SBA) changes have caused industry shifts for government-guaranteed lending and associated products.

Business Slowdowns: Hiring has slowed, and some companies are scaling back operations as demand softens. Government layoffs have impacted the private sector. These trends may continue to lead to more job losses.

Trade and Tariffs: With major tariffs, most business owners are wary of what that means for their bottom line. They suspect that tariffs will increase production costs, challenge the supply chain and disrupt small business operations.

10 Tips to Recession Proof Your Business

  If a recession takes hold, beverage businesses—especially those reliant on consumer spending—will likely face many challenges. Loan Mantra offers approaches to offset these challenges:

CHALLENGE- Staying Sober: Being in a constant state of uncertainty and entertaining a daily stream of negative news can have a devastating mental impact on the general population.

APPROACH- Drowning in questions and doubt will not help the business become more recession proof. As a business owner, employees, customers and the public will be watching your example for signs of a crisis. Focus on what the business does best. Instead of becoming overwhelmed, break down tasks into day-to-day actionable steps. Offer an open-door policy and be transparent with loyal employees. Offer a group approach and/or collaboration with all aspects of the business to come up with solutions on how to meet goals.

CHALLENGE- Less Served: With customers spending less, businesses may struggle to maintain sales levels.

APPROACH- Review tangential product flow and reduce expenses that may not be necessary. For instance, if you’re a restaurant, for food deliveries instead of including plastic utensils with to-go orders, include items upon request, exclude napkins or excessive packaging with Beverage delivery. Over a year these small adjustments can add up to substantial savings. Common expenses can also be distributed over several locations. For instance, cross train bar and waitstaff and schedule among different sections and work sites.

CHALLENGE- Hyped up Hops: Inflation-driven price increases on goods, materials and wages could squeeze already thin profit margins. Tariffs also threaten to make costs higher on imported goods.

APPROACH- Reduce time spent on tasks that don’t directly impact sales and produce revenue. Efficient inventory management ensures you’re not tying up capital when you need it most for tasks like cleanup, makeready and taking inventory. For example, many retailers take an inordinate amount of time on inventory. Could this utility time spent for employees to count and restock be more efficient? Consider tightening inventory management by prolonging buying until it’s necessary using the just in time method.

  Scale down product choices to the most popular brews or brands that offer higher margins. Companies like Bonobos are already ahead of this curve. This retailer offers concierge service that makes up for lack of on-site inventory. With an increased focus on customer service, customers can try on pieces at the store location which are then ordered and delivered to customers homes. Can this model be replicated by offering sample tastings with pre-pay for larger orders that can be delivered on demand?

CHALLENGE- Beer Money Fund: With banks tightening their lending standards, securing loans or lines of credit may become more challenging.

APPROACH- Having appropriate cash/capital reserves on hand is a vital step to recession proof a business. Loan Mantra recommends that businesses should have at least one month of operating expenses or ten percent of revenue on hand during a normal economy. In times of recession, businesses should hold 3-6 months of operating expenses. The time to shore up emergency reserves, apply for a line of credit or loans is before you need it.

  Don’t wait to get commitments from a lending institution. Prequalifying for loans before you need them can give you peace of mind knowing funds are readily accessible if necessary and help recession proof the business. Also remember that chaos creates the opportunity to buy assets when prices fall that will later appreciate.

CHALLENGE- Half on Tap: Trying to meet revenue projections made last year may be impossible impacting the ability to meet payroll, make payments or even stay in business.

APPROACH- Review original financial forecasts and re-assess plans based on the new economic reality. Scale back and ramp up essentials, finding new benchmarks and project out accordingly. Watch market trends like consumer sentiment. Invent new ways to make money and diversify revenue. Chaos brings opportunity. Discover what opportunities and optimize based on those findings.

CHALLENGE- Loan or Groan: The financial crisis in 2008 exposed the vulnerability of both consumer and commercial markets to predatory lenders. Institutions with questionable lending practices offered exploitive interest rates on loans where borrowers were caught in a cycle of paying interest on compounded interest that resulted in bankruptcies.

APPROACH- Be wary of inflated interest rates on loans. Right now, it is easier than ever to access a diverse group of lenders to get funding that offers the best rates and alternatives for businesses. For example, any business can seek expertise to find the lowest rate and financing through technology offered at companies like loanmantra.com, an online portal that provides streamlined access to all funding sources and expertise to determine the best loan products and providers.

CHALLENGE- Traffic Circle: Consumers facing job loss or decreased purchasing power may spend less and have limited disposable income.

APPROACH- Focus on retaining customers. This could be prioritizing exceptional customer service, capitalizing on loyalty programs and through marketing personalization to maintain and strengthen your customer base. Look at ways to make it easier for customer to spend money with your business like offering incremental payments instead of requiring the total up front. Acquire customers for life is more important that an individual transaction.

CHALLENGE- Bottle Battles: Increasing tariffs may limit access and availability of product components, bulk materials and supplies.

APPROACH- Evaluate cost increases, remain flexible and anticipate delays. Suppliers based in Asia may be the most hurt. Try to absorb some of the increased cost of good. Identify the least amount needed to push to the end consumer. Identify potential vulnerabilities and secure reliable suppliers to mitigate cost fluctuations. Find additional supply sources that are US-based if possible. Open lines of communication with current suppliers to negotiate better terms or prices and cost-cutting measures. Building strong relationships with suppliers can result in favorable deals that help reduce costs during lean times.

CHALLENGE- Distilled Down Sills: Previously approved expenditures including additional resources and equipment may be frozen.

APPROACH- Analyze operating systems to eliminate waste. Has the business drifted toward more expensive habits? Optimize operations by looking for ways to streamline tasks and improve efficiency. Aim to automate repetitive tasks through technology to save time and reduce long-term costs. Evaluate additional lines of business for profitability and sustainability. Look for additional ways to diversify and add revenue.

CHALLENGE- Measure or Pour: A lack of inventory can inhibit production.

APPROACH- Consider mass purchasing of supplies that may not be available in the future or before prices increase. Evaluate existing product lines and services to determine if substitutions can be made. Look at potential options as alternatives that may not be ideal long-term but will still satisfy customers. For example, if you are unable key ingredients, what can you make? For instance, if Champagne is not accessible can you offer high quality Sparkling wine as a choice?

Looking Ahead

  While the future remains uncertain, beverage businesses can become more recession proof against economic downturns by planning. Keeping an eye on market trends, managing finances strategically, planning for disruptions and maintaining strong customer relationships will be key to weathering potential challenges. For more information contact Raj at loanmantra.com.

Designing Beers for a Cocktail World

Cyndi
4 glasses filled with cocktails of 4 different colors in each glass

By: Erik Lars Myers

The beverage market has been evolving. No longer are we in a world of beer drinkers, wine drinkers, and cocktail drinkers. Today’s savvy beverage consumer drinks all three. This provides a unique opportunity for breweries; beer has such a wide palette of potential flavors that it is possible to create a beer to mimic a cocktail to attract a wider audience of potential drinkers.

  However, doing so takes more consideration than throwing a few specialty ingredients in the kettle. It is an exercise in thinking outside of the box. As an example of how this might be approached, consider a beer designed around the classic bourbon cocktail: The Old Fashioned.

Breaking Down Flavors

  What makes an Old Fashioned taste like an Old Fashioned? Hint: It’s not just the bourbon. Like any other drink, what makes a cocktail taste good is the full complex array of ingredients. In this case, bourbon, orange, cherry, simple syrup, and bitters. To break that down even further, the prominent flavors in bourbon – derived from alcohol, esters that survive distillation, and wood contact – are a blend of complex fruitiness and vanillins that include descriptors like vanilla, cinnamon, coconut, burnt sugar, and cocoa, among others.

  It is impossible to perfectly replicate all of this in a carbonated, fermented (not distilled) beverage, but the idea isn’t to perfectly replicate it so much as it is to bring the drinker as close as possible given the medium.

  When designing a beer like this one of the easiest traps to fall into is to start with a style, but it’s a disingenuous starting point. Any beer that is true to a particular style will, by definition, not taste like an Old Fashioned. Instead, disregard the notion of “style” and build the beer around the cocktail’s flavor profile. If, at the end of the day, there is a need to apply a “style” to it for marketing purposes, simply reverse engineer from the ingredient selection. The Trade and Tax Bureau only requires that it be designated “Ale” or “Lager.”

Malt Selection and Mash

  Many of the flavors and colors present in bourbon are present in malt.  It’s easy to choose a base malt – a simple 2-Row Pale – that is merely a source of fermentables, but it’s worth using something with more robust and complex malt character. Consider a floor malted Maris Otter, Mild Malt, Vienna, or Munich malt, or even a combination thereof, to select for a toasty, complex sugar base. One of the important ingredient additions to an Old Fashioned – simple syrup – is one that you can begin to manage through malt selection and mash management.

  Bourbon picks up its color through wood contact, but here caramelized and roasted grain are the source. Additions of higher SRM caramel malts can add residual sugar and just the right amount of color. Be wary of roasted malt additions. While small amounts of roasted malt might impart excellent color and some of the cocoa or smoky complexity of barrel-aging, too much of a burnt/roast characteristic would be wholly out of place. In addition, many roasted malts tend toward a red or ruby hue rather than the warm orange/brown of bourbon.

  Slightly higher mash temperatures, 154F – 156F, might be tempting for malt complexity but remember that while alpha amylase promotes dextrin formation, the long complex sugar chains that add great body to a beer don’t necessarily taste sweet.

Hop Selection

  While hops don’t feel like a good fit for a beer like this, hops are an important addition to every beer. In this case, not only can they create a balanced base beer, they can also be used to add flavor complexity to the final “cocktail.” Consider that an Old Fashioned is made with a dash or two of bitters, and so a low residual bitterness is not misplaced. An initial boil kettle IBU addition of 10 – 20 IBUs seems like a good starting point, but leaving hops out of the boil otherwise might be a good idea.

  Next comes hop character. There are many classic hops with orange and other citrus flavors: Centenniel, Cascade, Citra, Amarillo. However, some of the new hop strains that are marketed for Hazy IPAs might be well incorporated here. A small (0.25 – 0.5 lbs/bbl) whirlpool addition of Julius, Hydra, or Caliente hops can add complex characteristics of tangerine or clementine that would pair beautifully with citrus fruit additions.

Water Chemistry

  A low Sulfate to Chloride ratio (0.8 – 1.0) seems like a good starting point in designing water chemistry for a cocktail-inspired beer, accentuating and promoting malt characteristics. But bear in mind those dashes of bitters that go into a good Old Fashioned. In this case, a slightly higher Sulfate addition could be more appropriate: enough chloride to keep malt prominent, but not so much as to dampen the bittering effects of small hop additions.

Yeast Selection

  There are three ways you can approach yeast on a beer like this. One is to choose as neutral a yeast as possible – an American Ale yeast, for instance – and let the rest of the recipe do the lifting.

  Another is to choose a specific yeast with fermentation characteristics that match the flavor profile that you’re trying to create. English ale yeasts with strong ester formation, and perhaps high alcohol tolerance, can be of great use especially as many of them also keep a fair amount of residual sugar around – an important consideration in the “simple syrup” portion of this recipe.

  Finally, a third, less predictable (and reproduceable) route, would be to blend yeasts for fermentation. Using a combination of a cleaner English or American ale yeast with a small portion of Belgian Abbey or even Hefeweissen yeast could potentially add a complex ester palate with subtle, fermentation-based cherry (Abbey ale) or banana (Hefeweissen) notes, as long as the strains are all STA-1 negative.

  Perhaps more reliably, a brewer could split the wort, ferment each portion with different strains and then blend back together for a final product. Of course, this comes with the added complexity of requiring more fermentation space and more lab work to guarantee a stable and reproduceable final product, so it should be entered into with care and deliberation.

Spices, Fruits, Other Additions

  Perhaps the easiest step in designing a beer around a cocktail is approaching the ingredients that are added into the cocktail itself. An Old Fashioned orange and maraschino cherry garnish is perhaps the most obvious and easy part to replicate by adding bitter orange during the boil, or Luxardo or maraschino cherry juice into your fermentation. The difficult part is doing so with balance in mind – this isn’t, after all, an orange beer or a cherry beer, but a beer built around another, balanced beverage. Restraint is called for.

  What might be easier to overlook are additions that can add to the spirit characteristics of your finished beer. Again, bourbon characteristics are complex. Spice additions at the end of your boil, or during fermentation, are opportunities to add in flavors to increase that complexity: vanilla, coconut, cinnamon, black or white pepper, cloves, allspice, or any wide variety of other flavors, in very small quantities, can lend an enormous amount of complexity to the finished body and profile of your cocktail-designed-beer.

Barrel Aging or Spirit Flavors

  Of course, the easiest path to creating a spirit-flavored beer is by aging the beer itself in a barrel that once housed that spirit. However, when doing so, consider that time and oxidation will dull the subtle nuances of the original beer. If barrel-aging is in the future for the recipe, consider relying less on hop or fruit additions, or make judicious flavor additions after it’s been taken out of aging. Be wary of over-aging where wood characteristics might overshadow the original beer.

Finished Beer Considerations

  Carbonation level will make an enormous difference in how this beer is perceived. While a beer designed around a French 75 might be light and spritzy with high carbonation levels, this beer might benefit from carbonation on the lower end of the scale, in the 2.1 – 2.3 volume range.

  A brewery with the right capabilities might even consider cask engine or serving via nitro for a smoother experience..

Serving the Final Product

  In the tasting room or brewpub, don’t miss the opportunity to treat this beer as the special product that it is. Sloshing it straight down into a shaker pint glass is fine, and certainly will move money over the bar, but part of the experience of a good cocktail is presentation and the opportunity also exists here. Maybe this beer is served in a goblet with a twist of orange on the rim. Maybe a high-ABV, barrel-aged version of this beer is served in a rocks glass with a Luxardo cherry garnish.

  No matter what, presenting the customer with a unique experience will help them appreciate the craft and care that went into designing the recipe and help them make the connection to the original beverage.

  A beer designed around a cocktail will never be that cocktail, but it does give both the producer and drinker the opportunity to appreciate and explore the wide array of possibilities available to a well-practiced and thoughtful brewer in the nuanced palette of craft beer.

About the Author

  Erik Lars Myers is an award-winning professional brewer and lover of beer. He has written two travel guides about beer and written and edited multiple books about homebrewing.