Category: Brewery

Gain Consistency & Advantages With the Right Packaging Machinery

Cyndi
man inspecting a machine

By: Gerald Dlubala

There are distinct advantages to packaging your craft beverages, with perhaps the most important aspect being that of reaching new customers and increasing your brand recognition. Packaging is a form of marketing, and by using your own filling and packaging machinery, a craft producer obtains autonomy over their brand and gets their product into the hands of consumers. But is owning your own equipment right for you?

Gaining Advantage: Pneumatic Scale Angelus

  “Purchasing canning machinery is a huge step,” said Mike Davis, product line and technology leader for Pneumatic Scale Angelus (PSA), part of BW Packaging Systems. PSA is a global industry leader with over 130 years of experience in craft packaging technology. “Because of the investment, you must partner with a machinery supplier that offers a system that complements your product mix, the formats you’re using and things like the necessary carbonation and temperature levels.”

  “It is an investment, but comparing the cost of purchasing versus working on a mobile canner or copackers schedule is just the start,” said Kyle Kelleher, seamer account executive. “Owning provides the canning operation when needed but adds additional advantages and opportunities, like expanded e-commerce and customer reach with more frequent and unique offerings. In addition, craft producers can themselves become copackers to help offset costs and keep the lines in use, or even partner with community organizations or local sports teams for fundraising or charitable collaborations.”

  “Most importantly, the brewer has total control over their beer, including variables like DO and carbonation levels, and package it at the optimal time rather than on someone else’s schedule,” said Connor McCaulley, account executive. “They can package smaller batches, test the market to find what sells and build networks and relationships with suppliers and distributors.”

The Right System for Your Needs

  “It really is important to start with the packaging function first when starting a brewery,” said Davis. “It provides the first impression consumers see on the shelves, and proper packaging will have your product consistently taste as good as it does in your taproom. In addition, craft beer is typically not pasteurized, so it’s critical to have a quality Cleaning-In-Place (CIP) system to keep all things clean that come in contact with your product.”

  PSA account executive Mark Saylor adds that adding any packaging equipment depends on the specific location’s variables. Producers should know the limitations of the available utility supply, the space required for the packaging machinery (mobile units or full stack) and the space allotments for additional supplies, finished goods and shipping needs.

  “At its most basic level, packaging is about your goals,” said McCaulley. “Is it to stay small and build upon small batch offerings? Is it distribution? Can the equipment and utility supply keep up or be upgraded to do so when needed? Can you expand raw material storage and finished goods areas? Do you have the personnel to devote to packaging without making yourself work 16-hour days? Does the machinery offer remote access capability? Compare overall designs. Applying the closure ASAP is important to ensure accuracy and consistency.”

  “And you need consistency,” said Saylor. “Product consistency can either build or lose customer base. Packaging systems must be versatile enough to adapt to the different tolerances in cans from different suppliers. Product mixes like beer, cider, kombucha and RTD (ready-to-drink) products present changeover needs, so look for systems like ours that offer minimal changeover times.”

  For smaller craft brewers, PSA offers their CB50 and CB100 inline canners with proprietary technology to perfectly fill up to 100 CPM (cans per minute) with little waste. Additional units like the CB50C trade open-air filling for counter-pressure filling to meet the demands for higher carbonation drinks. Heavier producers can use rotary beer canning systems to increase throughput without requiring an expanded footprint. Inline and rotary volumetric options offer packaging solutions at speeds from 15 to 100 CPM, meeting the need for small-batch or frequent-changeover production schedules.

  For additional information about Pneumatic Scale Angelus products and how they can jumpstart and improve your packaging function reach out to Gigi Lorence, global marketing director, at Gigi.Lorence@bwpackagingsystems.com.

Fillmore Packaging Solutions: Small-Scale Production Solutions

  After spending more than 20 years as a winemaker and craft brewer, Tony Saballa, owner of Fillmore Packaging in St Louis, started focusing on the mechanical side of craft beverage production. During that time, he found a continuing, unmet, small-scale packaging need for those beginning craft brewers trying to expand from the serious hobbyist ranks to craft beverage production.

  “There just wasn’t anything feasible and available at the time,” said Saballa. “A small craft brewer had to either import something costly from Germany or settle for used soda bottling equipment that was usually large and bulky.”

  That’s when Saballa started to build his own machinery, versatile and built for the micro and craft brewer to alleviate the more tedious manual filling work. He began making fillers for his needs and posting the process and results to his YouTube channel. With the corresponding boom in craft brewing, he became inundated with requests to build and sell his fillers. Fillmore Packaging was born, eventually branching out and now exporting all over the world.

  “Canning is still the most popular, but many craft brewery offerings are well-suited for glass containers,” said Saballa. “Small-scale producers need and want a versatile machine with quick changeovers, which is an advantage our fillers can provide. We supply two changes with the filler, with additional sizes available for purchase, so a brewer can customize the machine to their liking and offerings.”

  “Fillmore Packaging sells directly to the users, immediately cutting out the middleman and allowing the user to speak directly with us for support if needed,” said Saballa. “We provide quality, consistent filling systems and provide excellent support. We always pick up our phones.”

XpressFill Systems: Experience, Quality and Service

  Rod Silver handles marketing and sales for XpressFill Systems LLC, providing expert filling and packaging options for small to medium-sized craft beverage producers. XpressFill offers several filling machines for quality packaging of beer, wine, spirits, ready-to-drink options, vinegar, kombucha and more.

  “As with most production machinery, the right unit depends on your situation and needs,” said Silver. “Owners must weigh the costs, benefits and overall advantages and disadvantages of manual labor versus the automated machines counterparts. We encourage craft producers to perform a basic evaluation of labor costs to help them get a filler and determine what manual and semi-automatic options will work the best for them. The result of that evaluation is usually the sweet spot for filling and production because they’re reducing manual labor but not jumping into full automation, which can get very expensive and cost-prohibitive for craft producers, especially in the early stages of their growth.”

  Many breweries and distilleries are now crossing over, with breweries distilling their house spirits and distilleries coming out with signature brews. However, Silver warns that there is no one best type of machine that will consistently handle the packaging of both on a high-quality level.

  “You need the counter pressure filler to have the adequate shelf life for your beer, but it’s not the best choice for packaging spirits,” said Silver. “We help breweries when they need guidance on the best choice of equipment for their operations. We offer affordable and efficient filling machines in two or four spout models specifically designed for the craft beverage markets and to be easy to use. Their customer service and support are unmatched and have long been a hallmark of the company.

  XpressFill’s counter-pressure machines, XF2500/ XF4500/XF4500C, are perfect for beer, kombucha, soda or any other carbonated beverage filling in bottles, cans and even the popular crowlers for the to-go market. Open filler options like the XF4400/XF2200 use level filler technology and can increase efficiency using a gas purge cycle and automatic level sensor. Volumetric fillers are useable with many different bottle sizes and are ideal for bottling spirits, vinegar, oils and more. Level fillers for wine packaging use a sensor probe that shuts off the filling function at a specified height, giving the product that perfect visual for shelf presence.

  Silver tells Beverage Master Magazine that XpressFill is rolling out a brand-new filler that is already generating market interest and buzz. Their latest offering, the XFW200C, is a weight-based filler that ensures accurate and reproducible fill volumes while canning your beer. It’s a significant advantage since you can’t see the level and volume of the product inside the can.

  “Canning is still the most popular method of packaging beer,” said Silver. “With our new Weight-Based filler, you know that your 12- and 16-ounce beer cans are holding the proper amount. It eliminates the guesswork and ensures accuracy in your packaging, utilizing weight sensing technology to ensure accurate and consistent fills.”

  This weight-based filler is ideal when filling 12- to 16-oz cans, and the logic-based board makes it easy to learn and operate. It features an industrial-grade touchscreen display that lets the user enter the desired weight and then keeps track of how much dispenses into the can. The larger flow path allows for a smoother fill with product flexibility to include your craft products that contain a small degree of particulates, accommodating products like beer, kombucha, juices, RTDs, mixers and more. As a semi-automatic machine, it can be a producer’s first step into a more automated system if and when needed.

  Silver says the XFW200C Weight-Based Filler is slightly more expensive than other, more traditional fillers, but that additional expense negates the guesswork and worries over improper filling amounts.

SKA FABRICATING: Effortlessly Getting Your Product into Optimal Packaging

  “For canning operations under 50 CPM, the level of automation needed is fairly low,” said Jake Kolakowski, chief customer officer for SKA Fabricating, an automated packaging line fabricator in Durango, Colorado. “But, for smaller applications, I would recommend our Microbus depalletizer. It appeals to the most basic setup needs but performs a tremendous amount of labor-saving, manual work. It’s compact and folds down to about the floor size of a standard pallet. Mobility is key for smaller production areas and can be moved from area to area or folded away for storage. And it’s built for the budget conscious, working as a manual lift or easily adjusted with a cordless drill.”

  SKA FAB’s Nimbus depalletizer is built on the same technology as the Microbus. The half-height depalletizer system adds auto lift technology and can easily handle speeds of 50-80 CPM.

  “Our popular, full-height machine is our Can-i-bus,” said Kolakowski. “It’s customized for speeds up to 300cpm and has much more accumulator space before the rinsing operation so that it can run continuously through pallet changes. Then the user can add gravity-based ionizer air rinsers before filling on systems requiring speeds at or above 110 CPM. The Can-i-bus integrates seamlessly with our Dual Twist Rinse Cage, making size changes effortless with no tools needed. Post-fill operations are customized to what the producer wants, but automated can inspection is a must at these speeds since human visual inspection can’t keep up.”

  “SKA Fabricating’s core competency is building customized systems built to a manufacturer’s needs,” said Kolakowski. “We always strive to fit operator-friendly equipment into small spaces with optimal flow patterns. Coming up with the right working layout to limit any awkward or unnecessary movements of the operator is a built-in, value-added part of our service with no extra cost.”

  Kolakowski said that although bottling isn’t a significant component of most beer packaging, it is an essential segment of other sectors, including distilling, winemaking, heritage products, RTDs and many smaller craft producers. SKA FAB’s equipment for those operations is made with the same care and customization detail to automate the high labor parts of those processes.

Better Employee Retention Through Automation

  “Any manufacturer should take a return-on-investment approach to automation,” said Kowalowski. “Look for your highest labor input and where your employees spend most of their time. Then, look at the employee’s quality of life within those jobs. Any high-labor, repetitive task that machines can do will free your employees to perform higher value, more fun and more meaningful production tasks that ultimately lead to higher employee satisfaction and retention. We continuously see examples that investing in automation has led to better employee retention rates. And that’s important in today’s workforce availability.”

  SKA FAB works with many manufacturers on integration to make your packaging line the best it can be. They feature in-house tech support and dedicated installation/training teams to close most open tickets within the same reporting day. SKA FAB also sells components individually so a manufacturer’s capital outlay can be budgeted and controlled, resulting in a fully integrated, matching and functional packaging line.

Nelson-Jameson Inc: Reduce Costs with Proper Stretch Wrap

  “Craft beverage producers put a lot of effort into crafting and packaging their product, so it’s vital to keep that detailed effort up by utilizing the recommended stretch wrap to secure craft beverages and distilled spirits,” said Melissa Pasciak, director of marketing for Nelson-Jameson, a leading food and beverage industry distributor. “The proper stretch wrap keeps your products secure during shipment and storage, avoiding damage that results in loss of product and profit.”

  “It’s worthwhile to note the different types of stretch wrap that are used for different applications,” said Pasciak. “One size does not fit all, which is why we offer on-site stretch wrap audits to ensure that craft beverage producers get the most out of their budget. We perform a complete analysis on multiple areas of your stretch wrapping operation, including wrapping patterns, load dimensions, stretch percentage, actual applications and film weight. In addition, our expert auditors continue to optimize stretch film through recommendations, education and training on the proper film for your applications and best practices on use.”

  Pasciak says that if the same stretch wrap gets used for all applications, a beverage producer will likely spend more money and cause more damage because different situations benefit from particular gauges, strengths and load capacities.

  “The wrong choice of stretch wrap can significantly increase downtimes, needlessly raise unit load costs and negatively impact the environment and its energy resources,” said Pasciak.

  Nelson-Jameson has been a trusted source of food processing supplies to the food and beverage industries for 75 years. They represent over 850 vendors and distribute over 55,000 products in the categories of processing and flow control, safety, sanitation and janitorial, production and material handling, building and facility maintenance, laboratory and QA/QC and packaging and ingredients. Through comprehensive product offerings, industry expertise and expertly curated food safety programs, Nelson-Jameson is ready to lower your transaction costs while providing the products and services you need to produce safe, quality beverages.

  For more information or to schedule a stretch wrap audit for your business, contact Nelson-Jameson today.

Toll Free: (800) 826-8302 Website: nelsonjameson.com

The Right Tools Make All the Difference

Cyndi
man brewing alcohol

By: Cheryl Gray

The right tools, technology and know-how go a long way in protecting the integrity of beer and spirits. In fact, they make the difference between a great product and a mediocre one.

  Many breweries and distilleries now rely upon state-of-the-art tools to protect the integrity of their products. Companies that manufacture items for production lines of every size provide industrial equipment, such as pumps to transfer liquids and testing equipment to gauge important components, such as temperature. 

  One of the industry leaders is Milwaukee Instruments, specializing in precise digital analysis for industries including breweries, wineries, hydroponics and greenhouse growers, laboratories, aquariums and education. The company has a global presence, with products designed with ease of use and accuracy in mind. It makes everything from simple pens to more advanced testers, monitors and controllers. The products, made in Europe, have multiple applications to help customers manage critical parameters, such as pH, conductivity, salinity, BRIX and temperature.

  Carl Silvaggio is the president of Milwaukee Instruments. With nearly 40 years of broad-based experience in the industry of scientific instruments, Silvaggio has been part of virtually every facet of this manufacturing sector, including research and development, warehousing, sales and customer service. He walks us through the process from the moment his company makes contact with a client.

“Milwaukee Instruments is a customer-centric company that focuses on the customer’s needs. From the moment of contact, we ensure the information and service the customer receives is accurate, complete, expeditious and fits the application at question. Our product line is designed and tailored to provide the customer with a choice of features and benefits that fit the application and offer competitive price points for the features and benefits that the customer needs. We do not oversell what the customer does not need.”

  Silvaggio adds that his company’s wide range of products allows customers multiple options in transitioning from antiquated testing to more advanced choices.

  “We’ve made it possible for hundreds of thousands of professionals, enthusiasts and beginners around the world move from difficult and inaccurate visual testing to accurate and precise digital analysis.”

  Some of those products include the Milwaukee digital BRIX refractometer, which comes in different versions but all feature user-friendly functions and make precision measuring a priority. Case in point: The Milwaukee digital BRIX refractometer is temperature compensated with a zero to 85 percent BRIX range and plus/minus 0.2 percent accuracy. Ease of use is achieved with simple, two-button operation, followed by a lightning-fast response time of under two seconds. The low maintenance design of a steel glass prism and stainless steel wall makes cleanup simple.

  Milwaukee Instruments also offers a wide range of pH and temperature testers, such as the Milwaukee Waterproof pH55 PRO. This version is one of several used by the company’s brewery clients as a cost-effective, accurate tool to calculate the pH and temperature of the beer. The tester features dual-level LCD readouts, easy-to-replace probes and extended pH ranges to meet the applications required for a brewery. The tester has simple one or two-point automatic calibration and two sets of memorized buffers from which to choose. And, of course, it is fully waterproof to IP65.

  FLUX Pumps, a Georgia-based company, is a global leader in the arena of flow technology, and it creates pumps for breweries, distilleries and other industries. For more than 70 years, the company’s innovations have drawn upon the invention of the first electric drum pump responsible for FLUX Pumps being established.

  Glenn Mulligan, president of FLUX Pumps, says new products are in store for 2023.

  “In 2023, we will be releasing our new VISCOPOWER product line,” Mulligan said. “These pumps will replace our existing F550 and F560 pump models. The new pump design is much easier

to dismantle and assemble, which reduces cleaning time and maintenance time while simplifying the pump design. VISCOPOWER pumps will also be built from a modular configuration that allows for streamlined spare parts, while still offering a pump design that can be customized to a degree for each customer application. VISCPOWER products will continue to stand the test of time in durability and product quality, both of which are customary to FLUX products.

  Other products for FLUX in 2023 are standardized offerings of flow meters and control panels that can turn your standard drum or tote pump into a one-touch batching/metering system. Too often, companies rely on operators to dispense just the right amount of product for their needs. By adding just a few components to the pump, we are able to give customers accurate, repeatable dosing, which will save time and money and prevent mistakes. We have also partnered with a company so that FLUX can also provide high-quality drum and tote mixers/agitators for customer needs. This gives our customers the ability and peace of mind to buy everything they need for moving fluids from drums and totes from a single source.”

  The Yamada Corporation, which touts itself as an industry leader in pneumatic pumping technology, is headquartered in Tokyo and has been in business since 1905. It has facilities in the Netherlands, Shanghai and the United States. The stateside facility is a 40,000-square-foot, state-of-the-art complex in Illinois known as Yamada America, Inc., equipped to provide service and support for a full array of Yamada industrial pumps and parts for the company’s clients throughout the Western Hemisphere. 

  Yamada offers diaphragm metal and plastic pumps. Its metal pumps are best used for waste yeast, sump and general wastewater. Its plastic pumps are used for CIP chemicals, wastewater treatment chemicals and also general wastewater. The pumps are used in liquid transfers, including liquid hops, liquid sugars, bottling, keg-filling and hops slurry.

  Specific tools and industrial equipment promote safety in the production and quality of the product for breweries and distilleries. Knowing what to consider in selecting these products comes with choosing the right company that can guide the process from purchase to customer support.

Beer Wholesalers: 5 Best Practices to Control Costs

Cyndi

Cost increases are Cost increases are coming from everywhere these days. Here are 5 Best Practices you can use to control and reduce costs in your beer business.

Use These 5 Best Practices to Control Costs

  1. Create a Financial Road Map
    • Purposeful spending
  2. Adopt a Zero Based Budget Mindset
    • Costs must justify themselves
  3. Review Vendor/Supplier Spending
    • Sort $ high to low
  4. Use Purchase Orders
    • Make it hard to spend money
  5. Set Regular Financial Reviews
    • Variance analysis, trends, ratios

​Watch the 3 minute cost control video for your beer business

Retaining Loyal Customers

Cyndi
customer retention statement

By: David Wachs, CEO of Handwrytten

Nearly every industry has been impacted by rising prices. While the price of craft beer, hard seltzer, and cider has not risen nearly as quickly as gasoline or groceries, prices have gone up. In addition to ongoing shipping delays and labor shortages, rising prices for grain and fertilizer after Russia’s war against Ukraine is intensifying price increases. Restaurant prices have had the largest gains since the 1980s, also reflecting higher costs for food and workers. As consumers become more discretionary with their spending, they have been paying more attention to prices across brands and have even been willing to ditch brands they have been loyal to for years to spend less whether they are enjoying a beverage at home or at a restaurant.

  Retaining loyal customers and recapturing their purchasing power once their budget can afford it or prices return to lower levels is reliant on brands having open and transparent communication with customers during inflation. While no one enjoys paying more for goods and services, it is something everyone is being impacted by, creating a universal understanding and acceptance that prices must go up. However, that does not mean that customers will be amenable to drastic or sudden price jumps, increases that seem out of alignment with competitors, or higher prices that appear to last longer than necessary.

  Most marketing and sales experts would agree that customer retention is more cost-effective for a business than new customer acquisition. As consumers and businesses watch their discretionary spending and cut back on perceived extras, savvy companies will invest more effort into maintaining positive relationships to protect their bottom lines. However, receiving an email, text message or phone call may be the last thing a customer wants. 

  They might also be the last thing a customer pays attention to. The amount of promotional email the average person receives on a daily basis can be overwhelming. Not to mention that many email services now allow users to filter emails considered to be promotional into folders where they may never be seen, let alone opened and read. Text messages from unknown numbers typically stir feelings of suspicion. An unexpected text message might even be viewed as a smishing scam trying to steal personal information. A handwritten note is entirely different, it invokes curiosity versus fear or annoyance.  

  Nothing says “pay attention” like a personalized handwritten note. No one flips past or does not see a handwritten envelope in their mailbox. These stand out from everything else that was delivered. Recipients wonder what could be inside and while envelopes that look like bills or advertisements and graphic postcards are set to the side, handwritten envelopes are usually opened immediately. The attention-grabbing nature of a handwritten envelope provides an instant advantage that even the biggest and most prevalent direct mail marketers cannot overcome.  

  Spending hours writing notes by hand can be prohibitive, especially for businesses that have been struggling to hire, so consider hiring a robot to pick up a pen and do the writing instead. Handwritten envelopes have been found to have a 300% greater open rate than standard envelopes. And handwritten marketing has response rates 7-21x greater than printed mail, with a return on investment 3-7x greater than print. Some companies have even found that retention rates are 50% higher for customers who receive a handwritten thank you note.  

  The value of sending a handwritten note is enhanced by integrations with CRM systems that automate the process of when to send a note to a customer and what message to include. For example, a brewer can automate notes to send to customers on the anniversary of their joining a loyalty program, when there are special deals or limited time offerings, events taking place at local tasting rooms, or on other special occasions like customers’ birthdays. 

  A handwritten note could even be used to explain to customers why price increases are happening. While an end consumer might have heard that the cost of fertilizer has gone up, that there is an aluminum can shortage, and that labor costs are rising, that does not mean the will think of these things when they are standing in the refrigerated section at the grocery store or ordering from a menu at a restaurant. In that decision-making moment, brewers do not want to be a faceless corporation that is raising prices to take advantage of a consumer. A more advantageous situation would be to be the brewer who sent a handwritten note thanking that customer for remaining loyal to the brand, when possible, despite price increases that were necessary for x, y and z reasons. Reminding customers of the people behind the production scenes of their favorite beverage and explaining the challenges being face humanize the situation and remind customers that everyone is in this together.

  Not all of the information a brewer may want to communicate to customers could be explained in one card, but that tool could be the gateway inviting a customer to visit a landing page that breaks down the need for price increases. Instead of just skirting the issue with a message from the founder, dive into the issue. Profile employees who go to great lengths to get to work on a daily basis and highlight the increased cost for them to put gasoline in their vehicles. Explain the challenges being faced by farmers who have had to pay more for diesel to run farm equipment, on top of fertilizer costs that rose 80% in 2021 and another 30% or more in 2022. Provide insights into the costs of operating the brewery and how higher energy bills might be impacting the bottom line. Knowing they why and how behind price increases will certainly not help retain or win over every customer but making the effort could be the difference-maker for some people. And if others cannot afford to continue buying while prices remain high, the good intentions of a brewer’s transparency could be what brings that customer back sooner or wins them over from another brand once prices are reduced. Especially if they feel a brand that they were fans of in the past took advantage of the situation and turned inflation into “greed-flation”.

  In addition to providing insight to customers about why price increases are happening, invite and give them the opportunity to provide feedback and ask questions. Ensure that customers have multiple avenues to contact a customer service representative at the company and that feedback and answers are provided in a timely manner. Allowing customers to provide feedback makes them feel more invested in the brand and can help build stronger relationships that can withstand difficult times.

  By offering customers opportunities to provide feedback via the company website, email, or social media channels, brands can have more control over their ability to monitor and respond to the feedback they are receiving compared to customers leaving feedback and reviews on public forums or other social channels that are more difficult to track and can damage reputation. Responding to customer feedback is just as important as asking them to provide it.

   Customers will feel more valued, appreciated, and heard by a company that thanks them for supporting the brand. And if feedback is negative, a brand might be able to win over a new customer while impressing those that are already loyal by listening and maybe even implementing change based on customers’ opinions. This makes customers feel that their feedback did not go to waste and was important. Building a feedback loop with customers creates more of a community, can help with customer retention, and is what brands that last the tests of time get right. Imagine getting a thank you note from a brand because of a review left on a website or commentary posted on a social media channel. Most customers would be amazed that a brand would care enough to go to that effort and would remember it.

  There is no quick fix to help businesses recover from pandemic complications and now inflation. How deeply inflation will impact consumer spending habits remains to be seen. Identifying ways to recruit and retain employees as costs increase and labor shortages persist will take creativity and new approaches. As brewers develop solutions and evolve to thrive in the post-pandemic era, the need for effective communications will not diminish. After two years of a seemingly never-ending stream of new problems, making the most of upcoming opportunities will be critical to making 2022 as successful as possible.

CO2 Struggles Breed Innovative Practices & Alternative Gas Use

Cyndi
bubbles accumulation close up

By: Gerald Dlubala

Shortages, surcharges and sketchy availability: that’s not what any craft brewer, distiller or winemaker wants to hear about their supply stream. Yet that’s the reality that many brewers have been, and still are, living with after the pandemic played havoc with CO2 (carbon dioxide) availability.

  The lack of regular, planned delivery and variable costs and surcharges of CO2 has brewers looking at ways to cut their costs or amount of usage of CO2, including replacing CO2 with nitrogen in some capacity. Nitrogen is readily available and an inert gas that does not typically   react with its surroundings, so there’s no worry of adverse reactions with the brewed products.

Reducing and Replacing CO2 Use

  Matt Malloy is the founder and CEO of Dorchester Brewing in Boston, Massachusetts, a contract partner brewery usually brewing for and partnering with 12 to 15 breweries at any given time. When facing a 75 percent reduction in planned CO2 deliveries from their supplier, Malloy knew it was time to look into new and alternative ways to keep his taphouse and brewery producing, especially as he is responsible for brewing beer for his partner breweries.

  “We’ve long had a great relationship with our gas supplier,” said Malloy. “But this became a serious issue for us. We are a contract brewer for others, so production and quality are always our absolute priorities. We adhere to strict best practices with the required equipment for our industry and have to perform at a certain expected level. We have a bulk CO2 tank but couldn’t get the supplies necessary to keep us going, so we had to start looking at other options and even other suppliers than we had previously. We began by looking at where we use CO2 in our production. (Like other brewers, they found it in use virtually everywhere in their process.) We decided that the 25 percent supply we could get would go towards the most needed tasks. Then we would look for alternative solutions for other tasks that would cut the CO2 usage or, in some instances, replace the need for CO2 altogether with a better, more economical option. In our research and testing (Dorchester Brewing has a full-time quality control and testing lab), we found that we could initially replace CO2 with nitrogen in our canning, seaming and kegging operations. Additional notable savings came from using it to purge our two 60-bbl and one 120-bbl brite tanks. It was pretty much a one-for-one swap between CO2 and nitrogen. Our gas supplier helped with suggestions, and we were able to use our current piping systems by installing T-valves for switching use to liquid nitrogen supply, vaporizers and dewars when needed. We also found that cleaning under pressure used less gas than cleaning in place. All of these changes were made incrementally, using slow and steady testing to ensure that using nitrogen in place of CO2 did not compromise the quality of the beer in any one step of change.”

  Malloy told Beverage Master Magazine that one very effective thing he and his brewers started doing is incorporating the German method of Spunding in their brewing process, using special valves attached to your tanks. Spunding literally means bunging, and the old German technique is making a comeback and something that Malloy says every craft brewer should at least try. It involves carefully monitoring the present gravity and sealing off the tank after the initial, aggressive fermentation stages have been completed. Once the wort ferments to near the targeted final gravity and orifices are closed off, you set the Spunding valve on the tank to your desired hold pressure setting. The valve’s attached gauge monitors PSI levels, and any levels above your set pressure tell the variable pressure relief valve to open automatically and release pressure down to the preset level when the valve will once again close. Spunding traps the naturally occurring CO2 created during fermentation so that it absorbs into the wort as it turns into beer. When done correctly, a brewer ends up with a perfectly carbonated beer ready for packaging and a decreased need for additional purchased CO2.

  “Right from the start, we reduced our CO2 needs by 30 percent,” said Malloy. “Spunding saves us money, but I also believe it makes better beer. There is an increased sense of quality with better aroma components. We are making better beer, with less cost and more flexibility.”

  Malloy encourages brewers to initially consider ways to save on and reduce CO2 usage before blindly transitioning everything to nitrogen.

“As brewers, we have to be super nimble and flexible in our thinking,” said Malloy. “Here at Dorchester Brewing, we’ve looked at and studied every step in our brewing and production process. As a result, we now see some of the duties that traditionally call for CO2 use, like purging and blowing down, as valid ways to use nitrogen instead and save money.”

  Malloy says that Spunding, combined with an intense review of brewery practices, has gotten their facility down to a 50 percent reduction in the amount of CO2 they would typically require, but he’s not stopping there. He is currently testing nitrogen use in his can seamers and fillers. As a result, he expects to reduce his CO2 deliveries from once a week to once a month, resulting in even more savings.

  Nitrogen offers a way to create your own gas supply or have a less costly bulk option. Onsite nitrogen generators provide nitrogen on demand and, depending on use, can pay for themselves in a short time, sometimes within the same year. Cryogenic bulk tanks offer an onsite nitrogen supply with fewer deliveries, and dewars are available for more minor production needs.

Innovation Leads to a Change in Philosophy and Brewery Practices

  “Spunding and nitrogen use have changed how we approach brewing, but those practices have also built a new philosophy within our brewery,” said Malloy. “We are always looking to improve, and now we see a change in behavior within our team. We’ve changed cleaning protocols and team behavior. Our team now sees value in every pound of gas used. Each pound used is sacred, and this type of thinking breeds innovation. We’ve used these protocols with all our brews, with no issues, differences or deficiencies noticed.”

  Malloy says that these changes help production, but just as significantly, they also add up to reduced costs for brewers. The cost savings in buying bulk is significant, with some breweries paying up to eight times as much for supply as Dorchester Brewing.

  “I would recommend that craft brewers first look at all of their production tasks in detail and, where applicable, incorporate the Spunding valves in their process,” said Malloy. “The upfront cost would be that of the valves, but the savings resulting from Spunding can be significant. Getting caught short can cause irreparable harm as a craft brewer, so you should also work with your gas supplier to investigate and research the possibilities of using nitrogen for as many practices as possible. It’s a win-win situation for both of you.”

  Malloy is invested in the brewing community and is willing to discuss his experiences and help to show other craft brewers how they can start reducing costs through Spunding, nitrogen use or both in their brewery, pub or taproom. In addition, Dorchester Brewing offers free lid seaming checks and DO (dissolved oxygen) testing for area brewers.

Reusing Produced CO2 Through Carbon Capture: Earthly Labs

  Due to the nature of the brewing process, breweries produce large amounts of CO2. With CO2 supplies being in such short and erratic supply, plus variable pricing structures, it may make sense for breweries to consider recapturing some of that produced CO2 for their use. Earthly Labs, a division of Chart Industries, is at the forefront of CO2 capture technology, manufacturing plug-and-play carbon capture units that enable a brewery start capturing and using their own produced CO2 within one day of installation.

  The Earthly Labs CO2 capture technology is designed to capture CO2 waste from smaller sources that ultimately make up more than half of all CO2 emissions. For breweries specifically, this translates to allowing brewers to capture their own produced CO2 and subsequently purify it to food-grade gas for reuse in the packaging and carbonating processes.

  Using recaptured CO2 for your beer immediately allows a brewer to reduce CO2 purchases and the associated delivery fees and surcharges. Additionally, peace of mind comes with decreasing worries and making an environmentally conscious decision to increase sustainability. Earthly Labs compares the capture and reuse of CO2 to brewers or distillers disposing of spent grain because it is also a way to become more sustainable while also simultaneously benefitting your brewery’s bottom line.

  Amy George, founder and CEO of Earthly Labs, says that while distilleries and wineries don’t have the amount of need that breweries have, they are also in the early stages of showing interest. Distilleries are continuously looking for ways to reduce their carbon footprint, with some having plans featuring net zero carbon futures. Wineries are also exploring ways to capture and reuse CO2 onsite to help with tank purging or carbonation needs for specific products.

  George says that their CO2 capture units are about the size of a double-door refrigerator and can be running and capturing gas the next day after installation if the brewery is producing gas. Training is straightforward, taking one to two days. After that, the brewery employees will be fully able to use the system under the oversight of the Earthly Labs team. Additional support is always available, including the possibility of remote monitoring. Return on investment timetables varies by producer, based on the amount of gas captured versus what a craft producer would have to pay for supply, surcharges, frequency of delivery, and more. As the price of CO2 rises, the return-on-investment timeline shortens, but on average, the client can expect the units to pay for themselves within two to three years.

  Earthly Lab’s units are currently in use by breweries and craft producers of all sizes, but George says that the sweet spot for their workhorse unit, the CiCi ® (Oak), is for producers in the 5,000 to 20,000 bbl range. They can accommodate smaller producers with their CiCi ® (Teak) units, and larger producers will benefit from their CiCi ® (Elm) units.

  George believes the complex, ongoing supply and delivery conditions will ultimately lead breweries to explore ways to remain viable and become more efficient in their operations. This includes capturing the CO2 waste for reuse that would typically be released into the environment and looking at replacement alternatives for CO2 within production operations. 

  Earthly Labs works to accommodate all producers, including offering a winery leasing program to provide flexibility during harvest seasons and to help eliminate the upfront expenditure by spreading payments into more manageable monthly programs. Additionally, the recently passed Inflation Reduction Act also allows for tax credits for these types of purchases.

  Chart Industries CO2 storage solutions and partner networks offer opportunities to turn waste streams into value for businesses while reducing environmental impact. Chart also partners with buyers and distributors to help sell excess CO2 to other partners in the exchange ecosystem. The ultimate goal is to reduce as many emissions as possible to help achieve overall climate goals.

Customizing Beverages the Easy Way

Cyndi
can beers in a beer table

By: Angelo Coletta, CEO – Zakeke

Enabling customers to customize their purchases is a quick and easy way to expand into new markets and boost profits. Some distilleries and craft brewers are beginning to take advantage of this innovative approach to scale their businesses. For example, Silent Pool Distillers increased their orders fivefold in 2020 in part with the help of product customization.

  Possibilities abound for other distillers and craft brewers to do the same. Moreover, it’s easier to enable customization than most business owners think. Today’s product customizers offer automated processes that reduce the required amount of attention and manual labor to little or nothing.

What is Product Customization?

  Product customization allows customers to change the visual appearance of products according to their own individual needs and desires. Sellers empower consumers to build their own unique products, perhaps by adding their names or those of others. Depending on the specific product and customization service, customers may also be able to add photographs or longer messages of their own writing. In a sense, the product becomes a canvas for them to create upon.

  Some of the beer, wine, and spirits industry’s biggest names allow their bottles to be customized, offering proof of concept. Tito’s Vodka and Hennessy VS Cognac bottles can be etched, and a large selection of bottles can be engraved, including Don Julio tequila, Woodford Reserve bourbon, and Dom Perignon champagne. Other makers, such as Maker’s Mark, Jameson, and Jack Daniel’s, offer bespoke labels. Silent Pool Distillers does this for four of their distinctive gins.

  A wide range of items can be customized, including purses, jewelry, keychains, apparel, towels, and bedding. There are even services that customize things you wouldn’t expect, like USB drives, coffee sleeves, drinking straws, bobbleheads, and — believe it or not — cookies or cakes.

Why Enable Product Customization

  The answer is simple: product customization improves the bottom line. According to a 2019 Tech Clarity survey of 285 companies that offer customization, 71 percent listed increased sales as one of its benefits. More than 50 percent pointed to differentiation and higher margins. Thirty-five percent nodded toward customization’s “cool factor,” and 34 percent said they experienced higher close rates. Forty-two percent indicated that offering customization had become a necessity in their industry to stay competitive.

  Product customization elevates profitability for a number of reasons. First, customers are willing to pay more for customized products. According to Bain & Company, they will reach into their wallets to the tune of 20 percent more than the uncustomized version. This means manufacturers who customize can set higher prices. Meanwhile, they don’t incur new costs, since automated processes minimize the work required. While customers may only purchase a single customized item or a small lot, these sales are a painless way for the business to expand, and they do add up.

  Secondly, product customization encourages customer loyalty. The same Bain & Company report also found that, “customers who had customized a product online engaged more with the company. They visited its website more frequently, stayed on the page longer and were more loyal to the brand.”

  Happy customers can result in repeat business and referrals to their friends and family. The ability to customize sets a business apart, distinguishing it from competitors in the eyes of consumers.

  If that wasn’t already enough, Bain reported lower rates of return for customized products than for their mass-produced counterparts. When customers take ownership of the look and feel of their purchase, they tend to be more satisfied with the outcome and less likely to change their minds.

  All of this adds up to increased sales and a better business.

Why Customers Love Customization

  Customization appeals to customers for many reasons. Part of the draw is that it makes customers feel special. They are willing to invest their time and effort into creating a unique product that is tailored to their own tastes and exacting requirements. Since they are the ones who determine what the final product looks like, it is sure to please them.

  Another reason is that customization provides customers with a sense of control, that all-too-scarce commodity in today’s hectic, stressful, and sometimes overwhelming world. They are in the driver’s seat throughout the process. This is one element of their lives that they can impose their will upon and be confident of receiving gratification.

  It can also be just plain fun. For instance, Silent Pool Distillery’s user-friendly website steps prospective customers through the creation process. After clicking on the option to personalize their gin, they are taken to a new web page with four varieties that may be customized: Original Juniper, English Garden, Fresh Grapefruit, and Spiced Pepper. When customers click on the name of the flavor they want to purchase, a new page comes up with the product’s specifications.

  Beneath the “Add to Cart” button, a “Customize” option takes customers to an interactive interface where they design their bottle’s label. A large button with an upward-pointing arrow invites them to upload photographs of themselves, their loved ones, pets, or places special to them. Alternatively, they may choose from a library of 140 million stock photos arranged by helpful categories like “Business & Finance,” “Sport & Extreme,” or “Travel and Vacations.”

  Next to the upload arrow is a button that allows clients to add text to the label, giving it a special name or writing warm messages to recipients. Customers can change the font size, make the text bold, position it anywhere from top to bottom, center the words, or align them to the left or right. They can even bend the letters along a curve of their own making. Magnifying glass icons allow them to zoom in to view fine details or zoom out to gauge the overall look.

  If a given component starts to mess up the label, then the customer can delete it. If the whole design ends up being a disaster, they can reset the label with the click of a button and start over.

  The result is a unique, bespoke bottle of high-quality, sustainable gin that’s perfect for gift-giving on birthdays, anniversaries, and holidays, as well as for celebrations, bachelor and bachelorette parties, showers, and weddings.

  Throughout the process, customers delight in the knowledge that they are putting together a one-of-a-kind present. Surprise is guaranteed: No matter how hard the recipient might try to guess what’s coming, they will never be able to guess what this gift is going to look like. Connection also seems assured — people tend to react positively to seeing their own name on an item, which often translates to feeling good about the person who gave it to them.

No Hassle Customization for Sellers

  Savvy distillers and craft brewers are understandably wary about adding a new feature to their already complex businesses. The last thing sellers want is to labor over a single item. Luckily, those days are over. Today’s customization services integrate with business’s existing websites and simplify the customization process itself.

  Take the case of Silent Pool Distillers. The distillery got their start offline, producing artisanal spirits with local ingredients in the Surrey Hills Area of Outstanding Natural Beauty, a nationally protected landscape in the United Kingdom. To take advantage of online sales, they built an online storefront on the e-commerce platform BigCommerce. Thus, the distillery was well positioned when the COVID-19 pandemic hit, closing pubs and restaurants in droves. The spurt in online shopping boosted their sales to new levels.

  When the business sought a way to start customizing their products, they wanted a service that would integrate with BigCommerce and not force them to reinvent their online shop. They chose Zakeke, a visual commerce platform that works seamlessly with not only BigCommerce, but also many other ecommerce platforms, including Shopify, Etsy, Wix and WooCommerce. It can also employ an application programming interface (API) for integration if needed.

  Silent Pool Distillers installed Zakeke’s software and configured its easy-to-use “plug and play” system. In the context of information technology, “plug and play” means software that does not require users to understand programming or make any adjustments. Instead, it is designed to work well immediately from the moment it is brought to life.

  After this initial setup, the distillery’s preexisting online shop gave customers access to Zakeke’s cloud-based platform for designing their own labels for certain products. Since the process is automated, this personalization happens without requiring attention from the seller. Once an order is placed, all employees at Silent Pool Distillers need to do is download the customer’s file, print it out, and attach it to an appropriate bottle.

  By equipping the Silent Pool Distillery to offer bespoke labels on their bottles, Zakeke boosted their sales while allowing the distillers to remain focused on what they do best: making high-quality spirits.

The Power of Personalization

  Today’s customers increasingly expect the ability to personalize their products. A 2020 report by Dassault Systèmes and CITE Research found that 83 percent of consumers “expect products or services to adapt [to their individual specifications] in a matter of moments or hours.”

  The future belongs to businesses who can meet this challenge. Local distilleries and craft breweries stand to gain by incorporating customization, just like the big names in the industry. Branching out in this direction enabled Silent Pool Distillers to capture a valuable new market segment and increase sales even during the dark days of the pandemic.

  The power of personalization helps retailers please long-standing customers and attract new ones. That’s why distilleries and craft brewers of all kinds should consider adding product customization.

What to Do if EIDL Payments Become Due

Cyndi
SBA logo

By: Raj Tulshan, Founder of Loan Mantra

Restaurants, bars and other businesses within the hospitality industry were hit hard by the COVID-19 pandemic. For instance, restaurant industry sales in 2021 were down a staggering $65 billion from 2019’s pre-pandemic levels. During shut-downs, quarantines, social distancing and other pandemic-related disruptions, many hospitality businesses struggled or shut down, including 90,000 restaurant locations that temporarily or permanently closed because of COVID.

  During the pandemic, bars were forced to reduce capacity limits, negatively impacting their profitability. Reopening after quarantine was expensive, requiring costly adaptations, including air filtration systems, plexiglass dividers, equipment for touchless transactions, cleaning and sanitation supplies and personal protective equipment for staff.

  Hospitality businesses – like companies across many industries – also struggled with employee shortages, supply chain issues and soaring inflation.

  This “perfect storm” of unprecedented challenges led four million small businesses to take out $390 billion in loans through the Economic Injury Disaster Loan (EIDL) program. The EIDL was part of the U.S. Small Business Administration (SBA) and US Treasury as an expanded part of The Coronavirus Aid, Relief and Economic Security or CARES Act.

  Although the loan payments were deferred for two years, they’ve still been accruing interest until the first EIDL payment was due.

  Many small business owners have questions and concerns about the repayment process. The timing is not ideal, as many businesses – including restaurants, bars, hotels, and other hospitality venues – need funds to prepare for holiday sales and events.

If you took out an EIDL loan, here are some valuable tips to act:

      Contact:  Business owners can contact their local district legislators by calling, e-mailing, or writing letters to express concern. Loanmantra.com has put together a tool kit with:

        A sample form letter, an e-mail draft, a phone script and phone numbers to save time. Unsure of who a district representative may be? Find them here.

      Share:  There’s strength in numbers, so share this message with other businesses, business networks, chambers of commerce, businesses in the same area, associations and like groups.

      Reach out: Talk to people every day for the “sphere of influence” to gain community support.

      Ask for help: Don’t be afraid to ask for help when and where it’s needed.

Also, here are some valuable repayment tips:

      The loans won’t be forgiven:  Unlike the Paycheck Protection Program (PPP), EIDL loans won’t be forgiven and need to be repaid. All Economic Injury Disaster Loan recipients received an email from The U.S. Small Business Administration (SBA) with the subject line: Important EIDL Reminder, which contains important information regarding your EIDL account setup and payment.

      Set up a repayment schedule:  Payments were deferred for the first two years, during which, interest accrued. Now, business owners must start making their monthly payments on their due date, which is determined by the “Effective Date” noted on your business’s promissory note.

        Another payment can seem overwhelming stressful given inflation, staffing and supply-related pressures. Don’t look at the big picture. Instead, think about the incremental payments today as steps in the right direction. Set a calendar reminder or appointment to make this payment every month so you will stay ahead of schedule.

      EIDL loans must be paid via a special platform: There are two separate platforms you will need to access your loan information and pay your loan balance.

        First, Capital Access Financial System (CAFS) maintains your EIDL & PPP loan information. This includes your original balance, interest, accrued interest balance, etc. To obtain the EIDL loan information for your business, please select ‘EIDL’ and then ‘borrower search’ from the menu options. When registering on the CAFS website, carefully follow each step. There is no room for error when using this system, so be thorough and accurate when inputting your information.

        Secondly, pay.gov allows businesses to input their bank information and to set up recurring payments online. Inside your profile, choose ‘Make an SBA 1201 Borrower Payment’ as the menu option. While registering on pay.gov may be simpler than registering on CAFS, it is not easy to change bank account information after you begin your loan payments.

      Use the right number:  Keep in mind that your SBA loan number is different than your EIDL loan number. This information can be found on the top of the second page of the promissory note.

      EIDL loans accrued interest:  Many business owners received their first EIDL loan in early 2020 and a second EIDL loan in 2021. For many borrowers, that means interest has been accruing for more than 24 months, with additional interest accruing for more than 16 months. Borrowers are responsible for paying back the loan plus all accrued interest.

      This type of loan program has ended:  The COVID-19 EIDL program is not accepting new applications, increase requests, or reconsideration.

  Business owners should focus on what they do best: Run the business and do it well. That’s why Loan Mantra is providing advocacy tools for business owners on  loanmantra.com so they can be empowered to take action and have the latest information to make the best decisions.

  Small businesses have been the backbone of the US economy and deserve fair economic terms and transparency. Loan Mantra is here as a resource to serve companies of all sizes and types during both good and turbulent times.

About the Author

Neeraj (Raj) Tulshan is the Founder and Managing Member of Loan Mantra, a financial advisory firm with best-in-class and proprietary fintech, BLUE (“Borrower Lender Underwriting Environment”). Loan Mantra, Powered by BLUE, is next-level finance: a one-stop-shop for business borrowers to secure traditional, SBA or MCA financing from trusted lenders in a secure, collaborative, and transparent platform. Clients turn to Raj because they know he will always pick up the phone and offer unparalleled financial counsel in a remarkably human—even friendly—way.

About Loan Mantra

  Small business owners identify two obstacles to their success: access to capital and financial education. Loan Mantra removes these hurdles so business owners can spend more time actually building their business.

For more information visit their website…www.loanmantra.com

The Role of Virtual Tastings in a Post-Pandemic World

Cyndi
people in virtual call drinking wine

 By: Alyssa L. Ochs

The COVID-19 pandemic affected all aspects of life in 2020, from how we received medical care to how we dined at restaurants, shopped at stores and even enjoyed our favorite craft beers and spirits. In past years, craft beverage enthusiasts planned entire road trips and even flew to other countries to experience what the best brewers and distillers of the world had to offer. But during the COVID era, producers were forced to switch gears and consider offering virtual tastings as one of the many ways to stay in business due to restrictions and shutdowns.

We heard a lot about virtual beer, wine and spirit tastings during the height of the pandemic, but those conversations have dwindled as business picked back up as usual. Yet there still may be a place for virtual tasting experiences in today’s craft beverage industry, just as long as producers can evolve with the times and reestablish the relevance of this service among the mix of in-person offerings and events.

What Are Virtual Tastings?

  Virtual tastings are a relatively new concept, and many people don’t consider trying them because they don’t understand what they are. Virtual tastings are immersive, alcohol-themed experiences you can enjoy from the comfort of your home. Many of them require breweries and distilleries to ship boxes to households with sample-size portions, materials to read and opportunities for online engagement.

  During the COVID-19 shutdowns, some beverage producers turned to virtual tastings as a way to keep their customer base engaged and stay afloat as profits declined. But even during times of normal business operations, virtual tastings can be used to celebrate birthdays at home and corporate events in an office. Beyond the confines of a physical tasting room, there are also opportunities for virtual tastings at team-building activities, couples’ date nights and social gatherings to help local groups get to know each other.

Types of Virtual Tastings

  Some breweries and distilleries have created virtual tasting packages with beverage and food pairings to entice customers’ attention, particularly when in-person tastings were not an option. Recently, we have seen cooking kits emerge with alcoholic beverage samples and opportunities to participate in live online events.

  Other virtual tastings experiences involve sending a few bottles or cans of products to consumers with exclusive online access to an hour-long video call with a brewery or distillery representative. There have also been question-and-answer sessions offered with brewers and distillers, beverage judging sheets provided so consumers can rate and pick their favorites and seasonal experiences that highlight fall and winter brews, for example. To further capitalize on virtual tasting experiences, producers can offer the option of purchasing branded merchandise, such as hoodies and beanies, as part of a shipped package for an additional, discounted cost.

Benefits of Virtual Tastings

  During the pandemic times, the benefits of virtual tastings were evident because of the lack of other tasting options allowed and available. Virtual tastings enabled beverage fans to support struggling producers during difficult times while still feeling like part of the beer and spirits community.

  But even now, there are some significant benefits of virtual tastings that are worth considering for the months and years ahead. If marketed well, these socially distanced offerings can help breweries and distilleries reach new customers outside their home region who may not ever travel to the actual tasting room. During the winter cold and flu season, when COVID-19 cases tend to increase, virtual tastings appeal to some consumers as a safer and healthier alternative. If a tasting package includes printed materials that are informational and fun to read, there are opportunities here to help consumers better understand a beverage brand and its products. Since these packages can be designed around different interests and price points, they can offer something for everyone, from the casual drinker to the true connoisseur.

Challenges of Virtual Tastings

  Yet many challenges come with putting together virtual tasting packages, first and foremost, their relevance and value. Beverage producers must make these types of delivery/online tastings worth the cost and add value consumers wouldn’t necessarily get by visiting the establishment in person. There has been declining demand for these services lately and less internal dedication to marketing them since people are willing to travel more and crave a return to normalcy in the outside world.

  Meanwhile, some breweries and distilleries have been unsure of what to charge for virtual tastings. The average cost for this service is between $50 and $200, depending on how much product is shipped and other perks offered. For the virtual tasting industry to be sustainable, more effort will need to be directed to packaging and shipping beverages, which is a significant pivot from the previous experience of many beverage operations. There also need to be staff members who are tech-savvy and trained in how to plan and lead online events, as well as handle the inevitable technology glitches that so commonly occur during video calls and group chats.

Creative Ideas for Virtual Tastings

  If virtual beer and spirit tastings will survive as a side gig in the craft beverage industry, now is the time to get creative with offerings, pricing and perks. If this is something that a brewery or distillery owner is interested in getting involved with, it might be worth hiring a company or consultant specializing in virtual experiences instead of handling all aspects internally. At a minimum, it is worth researching examples of successful virtual tastings and perhaps even reaching out for a discussion or collaboration. Denver Microbrew Tour, City Brew Tours and Common Space Brewery are a few of the many groups that have excelled in this space. Other examples to learn from include Brews Less Traveled, Sierra Nevada Brewery, Fullsteam Brewery and the Sommelier Company.

  One idea to consider for future virtual tastings is to make the experience customizable for certain types of products, such as whiskey, rather than taking a one-size-fits-all approach. Promotions for the service can be centered on the benefits of receiving miniature versions of spirits so that consumers can try samples before committing to full-bottle purchases. Celebrity promoters and social media influencers may be able to help revive the virtual tasting industry if breweries and distilleries make the right connections. Also, the virtual tasting experience can be enhanced by social media participation and through educational lessons about mixology and beer-brewing.

The Outlook for Future Virtual Tastings

  At least for now, it seems that most craft beverage producers, including Fullsteam Brewery, have stopped offering virtual tastings since the lifting of COVID restrictions. With people feeling increasingly comfortable going out in public and preferring in-person experiences to virtual ones, there are significant challenges for the virtual tasting industry right now, but not insurmountable ones.

  Winter is an ideal season to revive virtual offerings because of the predicted increases in COVID-19 and flu cases. This is also an ideal time of the year for virtual options for holiday gift ideas, because of cold weather that keeps some people indoors and potentially more difficult travel with snowy conditions.

  While we don’t anticipate virtual tastings ever replacing the actual experience of drinking onsite, they could be offered as an add-on opportunity for consumers to get even more involved with their favorite beverage companies. During the holiday season, these types of tastings can take the guesswork out of planning gatherings at home with a fun activity as the party theme. As the weather warms up, forward-thinking producers may be able to expand virtual tastings to virtual festival events and online education about beer and spirits. This could lead to more formal training in the craft beverage industry and perhaps even address the staffing shortages still so prevalent in so many places around the country. Yet, in the short term, these shortages may also prevent breweries and distilleries from having the labor resources to dedicate to the tech side of beverage marketing in the first place.

  If you are interested in getting more involved in the world of virtual craft beverage tastings, you should know that this market is far from saturated, and there are openings for growth. Emerging, niche companies could assist with the production and execution of virtual experiences as a service to breweries and distilleries that do not have the time, expertise or staffing to do so themselves. But for now, these types of tastings will primarily be carried out by individual breweries and distilleries that are large enough, have ample staff and enough time and resources to expand their offerings to an online audience. If successful, those offerings could be models for an expanded online industry in the future.

  As a small sampling for inspiration, here are some resources to check out and virtual tasting ideas to consider:

•    The Drunken Grape has a team of sommeliers and offers interactive tastings, niche event planning and execution for private parties, wine and beer dinners, and weddings/corporate/charitable events.

•    Book a beer expert for your event through City Brew Tours.

•    Bourbon & Banter offers whiskey tastings for corporate events.

•    Dewar’s Aberfeldy Distillery is still hosting virtual experiences upon request.

Keeping an Eye on the End Game

Cyndi

Precision in Bottling and Canning for Craft Breweries

beer automated machine manufacturing

By: Cheryl Gray

Savvy craft brewers want problem solvers on their team, especially when it comes to bottling and canning products. 

Industry experts specializing in bottling and canning needs for breweries tout the equipment and technology to handle these tasks for operations of any size.

  One of those experts is XpressFill Systems, a long-established player whose clients, the company says, know to expect cost-saving innovations from its products and solid customer service, particularly after the point of sale. California-based XpressFill was founded in 2007 and began with the idea of solving a dilemma for small-scale wineries stuck with trying to bottle their wines by hand. It continues to service the wine industry, which surrounds the company’s facilities in San Luis Obispo.

  Today, XpressFill manufactures bottle- and can-filling systems in its San Luis Obispo plant, using top-quality components made exclusively in the United States. Its fillers come in several models, including volumetric, level fill and carbonated technology. With affordability, compact design and ease of use among its top priorities, the company continues forging ahead with new ideas to keep pace with customer needs in real-time.  

  The XFW200C is XpressFill’s latest addition to the line of filling products. Its weight-sensing technology is designed to ensure accurate fill volumes that will hit their mark every time. The importance of this precision, of course, is to avoid spills and underfills, which cost valuable production time and loss of product. 

  Rod Silver leads the company’s Sales and Marketing Division. He describes how the XFW200C is ideal for 12-ounce to 16-ounce cans. An industrial-grade touchscreen display allows the user to enter the desired weight and the technology installed keeps track of how much product fills the can. A larger flow path gives the user access to a smooth fill along with the flexibility of filling containers with almost any product of choice, including those with some level of particulates, such as flakes or small seeds. In addition to processing beer, kombucha, juice and RTD mixtures are among some of the other options.

  Twin Monkeys Beverage Systems, based in Denver, Colorado, is the brainchild of Josh Van Riper and Brian LeFevre. Their attention-grabbing moniker, along with the duo’s business model of customer-focused design, has earned Twin Monkeys a global presence in the craft brewing industry, with customers throughout North and South America, Europe, Australia, Africa and Asia.

  Both Van Riper and LeFevre have engineering backgrounds. They are focused on designing the kind of automated canning systems that didn’t exist when Van Riper was brewing craft beer.

  “I started a brewery and quickly found there were not good options for buying automated canning machines for craft breweries then (2013),”Van Riper said. “I got Brian to come to the brewery to discuss this opportunity and we then started Twin Monkeys to make affordable, high-quality automated canning systems for packaging beverages. We’ve grown to a 30-person company in a 14,000-square-foot facility, and we have over 500 canning machines strewn around the planet. I’m an automation engineer who does mostly controls engineering and mechanical concepts. Brian is a mechanical engineer. Between the two of us, we can design automated equipment from the ground up.”

  Twin Monkeys Brewing Systems offers a full range of can-fill-and-seam machines. The company offers craft brewers automation options that provide access to in-house, integrated canning lines equipped with three critical functions.

  “We are singularly focused on canning machines that do three things: fill cans, put lids on cans and seal cans. We rely on other expert companies to do things like labeling, depalletization and brewing, and we want to just perfect the three things we do over and over. We’re also creating a new customer service paradigm to provide easier and more efficient access to our knowledge for our customers.”

  Van Riper says that customer service extends to helping clients integrate their systems with a wide range of accessories.  

  “Although we only make canning machines, we consider ourselves to be systems integrators and that means we sell and support a wider range of equipment,” he said. “This provides more of a one-stop-shop model for customers to lean on us for a variety of their equipment needs. We plant 50 trees for every machine we sell, and in 2021 we became carbon neutral. We do serious work, but don’t take ourselves too seriously.”

  The process of canning and bottling craft beer also entails protecting the integrity of the product before it hits the market. That’s the role of Industrial Physics, which brands itself as the world’s leading test and inspection corporation. Armed with a global network of technical and support teams, the company’s 75-year history in quality control has guided the testing and inspection experience for some of the largest beverage corporations in the industry.

  Industrial Physics has a presence in 75 countries, with manufacturing facilities in 13 locations. Through its vast portfolio of more than a dozen testing and inspection brands, including CMC-KUHNKE, Quality By Vision, Steinfurth, Eagle Vision and TQC Sheen, test and inspection solutions are deployed to ensure premium quality control for beverage packaging, materials and products. At the same time, the company assures clients of personalized solutions for their product needs. 

  Whether a small start-up or a global name in the brewing industry, Industrial Physics says its

Testing and inspection solutions cater to every need and budget. Steve Davis, global product line director at industrial physics, has more than 20 years of engineering experience. He leads a team of experts who ensure that the equipment provided by Industrial Physics does its job.

  “When you’re dealing with bottles, cans and metal packaging, you’ll need reliable inspection machines to ensure the quality of your drinks,” Davis said. “With Industrial Physics, you’ll improve the efficiency of your processes and improve your product, saving yourself time and money and, ultimately, you’ll keep your customers happier. Through our leading brands, including CMC KUHNKE, Quality by Vision and Eagle Vision Systems, we’ve helped thousands of beverage fillers and breweries to taste success.”

  Davis went on to say, “From seam inspection and metal can testing to an inline inspection of empty and filled containers, our devices offer unmatched innovation and help you meet your quality needs. We protect the integrity of some of the biggest brands on the planet, as well as hundreds of emerging brands and everything in between. But how do we do this? By providing first-class test and inspection machines and products that check the quality of your packaging, materials and coatings.”

  Davis provides an example.  “Let’s take seam inspection. Our CMC-KUHNKE Auto XTS is a state-of-the-art, fully automated seam inspection solution. There’s nothing like it in the world, and it has the power to completely revolutionize seam solutions for your production line. We also have a wealth of smaller solutions to fit different needs and budgets.”

  The company offers instruments designed to provide functions that include double seam inspection, non-destructive seam inspection, bottle, keg and can vision inspection, abrasion testing and headspace and dissolved oxygen testing. Customer service, Davis adds, is a priority at every point of the client experience.

  “We understand that being fast, efficient and truly reliable is critical when it comes to servicing the instruments that keep your business running. And that’s why we’ve established a global network of dedicated service specialists to ensure you have an expert ready and waiting at a nearby location who can offer you support.

  Wherever you are in the world, our experts are on hand to support your needs, whatever they may be. We know that having the right people ready to help is critical. It’s critical to delivering quality and speedy service that ensures your instruments can get up and running as quickly as possible. From installation to calibration, repair and preventative maintenance, we’ve got you covered.

  We’re also passionate about being there for our customers in a more holistic way. We don’t just provide products. We’re there as a true partner. We have a wealth of solutions available across the beverage space, from metal packaging to bottles, our instruments test across an incredibly vast range of applications for many different manufacturing and laboratory needs.”

  Canning and bottling craft beer is a process that engages the expertise of filling, packaging and protecting products. Selecting the partner for one or more of these steps is not only based on budget but also depends upon which companies can accommodate the individualized needs of a craft brewery, no matter the size. Another important factor, experts say, is which company will stay with a brewery for the long run, ensuring that it can accommodate growth while not compromising on quality control. 

A Closer Look at Celebrity Brands of Craft Spirits & Beer

Cyndi

By: Alyssa L. Ochs

Actors, musicians and other celebrities love craft beer and spirits just like the rest of us. Yet the difference is that they often have the means, resources and connections to make significant investments in the industry. An increasing number of famous individuals have been getting interested in the craft beverage business and putting their names onto labels of products they stand behind or perhaps have even helped create.

  Here’s what the celebrity craft beverage industry looks like right now, major players in this field and what there is to look forward to in the future.

Celebrity Involvement in the Industry

  Celebrities take a step away from their typical work to get involved with craft beverages for various reasons. Some have a true passion for the craft, while others are in it for the money or just looking for more exposure and additional ways to promote themselves. While some celebrities learn about the production process and engage in making beer and spirits themselves, others do little more than attach their name to a brand for cross-promotional purposes.

  Either way, celebrity-brand craft beverages are often unique because of their higher price tags and limited availability. Some celebrities use their beverage-related profits to benefit charities, and others use their star power to launch tasting rooms for VIP guests. However, there are unique challenges that come with producing, marketing and selling celebrity craft beverages that other beer and spirit companies may not encounter. For example, a beverage brand may suffer when an affiliated celebrity declines in popularity or is involved in a scandal. Meanwhile, a celebrity’s popularity may be affected if the beverage he or she promotes isn’t received well by the public. Some craft beverage fans believe that beer and alcohol belong to them personally and not the rich and famous. Therefore, they might be turned off by the concept of celebrity affiliations and avoid these products entirely.

  But for people who are loyal to certain celebrities or just curious to try celebrity-affiliated beverages, these are accessible products that can often be purchased in stores and online. More popular beverages are usually found in liquor specialty stores, such as Binny’s and Total Wine & More. But you might have to search for more obscure and exclusive celebrity-brand beverages online through sites like Cask Cartel and Sip Whiskey.

Examples of Celebrity Beverage Endeavors

  From musicians across all genres to television personalities and film actors, a diverse array of celebrities have been making their mark on the craft beverage industry in recent years. Some of these examples were limited editions that are no longer sold, while others are ongoing efforts that are changing the industry one bottle or can at a time.

  For example, actor and comedian Dan Aykroyd co-founded Crystal Head Vodka as a way to introduce additive-free vodka and bring more creativity to the vodka industry. Along with his business partner, artist John Alexander, Aykroyd envisioned a new kind of vodka without unnatural ingredients and has a true passion for the product.

  Several years ago, pop music star Justin Timberlake entered into a co-branded partnership with Sauza Tequila to create Sauza 901 silver tequila. The name 901 references the area code in Memphis, which is Timberlake’s hometown. Timberlake said that he developed a love for tequila after visiting Jalisco, Mexico and seeing the craftsmanship that went into each bottle of the spirit.

  Iconic hip hop legend Snoop Dogg partnered with his friend and co-founder of Trusted Spirits, Keenan Towns, to establish his own spirits brand. Known as the “King of Gin and Juice” because of his famous song of the same name, Snoop Dogg developed Indoggo Gin, which mixes seven premium botanicals with all-natural strawberry flavoring. In the past, the musician has also had marketing deals with the Corona beer brand, released his own rosé wine and made investments in the cannabis industry.

  Meanwhile, actor William H. Macy co-owns Woody Creek Distillers, which is based in Colorado and operates a distillery and tasting room just west of Aspen. Not only has Macy invested in the brand, but he has also rebranded himself as Willie Creeks, an alter ego who is a musician and offers life lessons that ultimately promote rye whiskey.

  Another celebrity who has been involved in the spirits industry is actor Ryan Reynolds. He teamed up with Aviation Gin in 2018 after falling in love with the spirit and investing in the company. Since then, Reynolds has become a co-owner of Aviation Gin and driven the creative marketing for the brand. In recent years, and staying true to the aviation theme, he and the brand have teamed up with businessman Richard Branson to serve the gin onboard Virgin Atlantic and British Airways flights.

  A financial success story in the celebrity spirits industry brings us to the actor George Clooney. The idea behind Clooney’s tequila brand, Casamigos, came about after he and his friend, Rande Gerber, were in Mexico and wanted to find a smooth tequila they could sip all day without the dreaded next-day hangover. This was back in 2013, but the friends still personally tasted every batch of tequila made four years later. The brand exploded in popularity, mainly through word-of-mouth and having Clooney’s name attached to it. In 2017, they ended up selling the brand to Diageo for $1 billion, which made Clooney the highest-paid actor of the year.

  Thus far, celebrities have been more involved in the spirits industry than in craft beer or wine. But to a lesser extent, those markets are also drawing the attention of the rich and famous.

  The late-1990s and early-2000s pop band Hanson, comprised of three brothers who love craft beer (now that they’re old enough to drink it), launched the Tulsa, Oklahoma-based Hanson Brother Beer. They created their own craft beer business in 2013 with their flagship beer, Mmmhops, a 7.5 percent English-style pale ale. Since then, the brothers launched the Hop Jam Beer and Music Festival, collaborated with other breweries to create unique beers and dedicated a portion of their beer-related profits to clean water wells in Africa through a nonprofit organization they created.

  Another celebrity beer collaboration involves The Grateful Dead and Dogfish Head Brewing, based in Milton, Delaware. The psychedelic rock band has been involved with the brewery since 2013 and has worked together since then to create a third version of American Beauty HazyRipple IPA. The band’s “American Beauty” album and famous track “Ripple” inspired the beer, which features the iconic Grateful Dead dancing bear image on the label. However, the band’s involvement with other aspects of the beer production process is limited.

  To show how diverse and widespread the celebrity beverage industry has become, here are some additional examples of celebrities and their affiliated beer and spirit brands:

•    Kenny Chesney – Blue Chair Bay Premium Rum

•    Kendall Jenner – 818 Tequilla

•    Marilyn Manson – Mansinthe

•    Dwayne ‘The Rock’ Johnson – Teremana Tequila

•    Mark Wahlberg – Flecha Azul

•    Curtis ‘50 Cent’ Jackson – Effen Vodka

•    Bryan Cranston and Aaron Paul – Dos Hombres Mezcal

•    Sean “Puff Daddy” Combs – Cîroc Vodka

•    Channing Tatum – Born and Bred Vodka

•    Drake – Virginia Black Whiskey

•    George Strait Código – 1530 Tequila

•    Bob Dylan – Heaven’s Door Whiskey

Considerations and Looking Ahead

  The celebrity-brand beverage industry continues to be exciting because there’s always something new in the works to look forward to. There is always a strong public fascination with rich and famous people, and that trend is not likely to disappear anytime soon. As an increasing number of celebrities enter this industry, the competition increases and drives the demand for superb product quality that goes beyond just a popularity contest of celebrity status.

  Yet there are significant legal considerations that celebrities must keep in mind as they venture into the beverage industry for the first time. Collaborative efforts between celebrities and spirit-makers can take on various forms. These include development deals that give celebrities greater control over the final product and endorsement deals that offer little more than using a celebrity’s name. Other deals involve simply using a famous person’s image to promote an existing brand all the way up to full ownership, in which a celebrity owns both the brand and the means of production.

  Specific state and federal laws separate the roles of beverage producers, distributors and retailers, which can make it challenging for celebrities to navigate if they want to be involved in more than one part of the business. Other issues that celebrities must consider before diving into the beer and spirit industry are background checks needed to obtain alcohol beverage licenses, the age of their target audience, morals clauses in their contracts and endorsement disclosures required by the Federal Trade Commission.

  Alcohol production is proving to be an enjoyable and profitable side gig for numerous celebrities interested in connecting with their fans in new and unique ways. But to get beyond the initial hype and keep craft beverage customers coming back for more, it is time to embrace the spirit of innovation and achieve long-term growth with products able to stand on their own, even without a familiar name and face behind them.