Category: Brewery

Grassroots Marketing in the Summer

Cyndi
people raising their arms to the beautiful sunset on a beach in the summer

By: Hanifa Sekandi

Summer is here! A time of the year that beverage brands should take full advantage of. The weather is hot, people are outdoors, and the overall mood is vibrant. The truth is, it is hard to predict how your beverage will perform during the warmer months. But if you have your skin in the game and decide to play beverage marketing ball, the summer is fair game. Those who put forth their best effort will reap the benefits. A marketing method often underutilized in today’s marketing landscape is grassroots marketing. It is an old-school approach to market your brand, but it is still quite effective.

  This style of marketing allows brands to connect with their audience truly. Be in the thick of it, see what people are talking about. Remember the door-to-door salesman? Probably more so from watching movies that depict a man going door to door selling appliances. This form of direct marketing and sales was quite effective. Believe it or not, it still is. Understandably, you cannot sell your beverage door to door, but you can share promotional offers via mail. It is a great way to showcase summer promotions and discounts at local stores that sell your beverages.

  Another opportunity is planning in-store events. Get your audience excited about your in-store event by advertising free items they will receive during this event or when they purchase your product. This allows you to meet them face to face and get some feedback on your beverage or some great ideas, like cocktail recipes that people like to make using your beverage.

Skip the Details

  Yes, the details matter when it comes to savvy marketing. Your marketing team needs to create campaigns that appeal to your audience. The details that you should not get lost in are the research. Research is essential, but it is not the end-all be-all. Many agencies will tell you to spend a lot of time on research. Many months go by, and some companies are still researching without moving the needle. Research fatigue is costly and will not guarantee optimal results. Instead, streamline and simplify your research approach. The benefit of grassroots marketing is that it requires brands to be bold. Knowing who you want to reach and simply going after it. A phenomenon that many see when looking at the success of a marketing strategy going haphazardly viral on social media. How did they do it?

  What brands and agencies can learn from influencers who have been able to build lucrative personal brands is their go-for-it attitude. They conduct little research, lead with an idea, and have the wherewithal to put themselves out there. Your brand may want to reach out to one of these modern marketing gurus who have cut through the noise. Their voices are so powerful that people will buy the products they recommend without question. A great example of modern-day grassroots marketing. Word of mouth sells many products, and social media has put this form of marketing on a giant stage. Have you heard of the influencer Nina Pool? She mentions a product, and it sells out. People trust her because she believes in the products that she showcases. If she had a beverage in hand and said it was the best she had ever had, people would believe her and buy it.

  Do you have a new whiskey brand? Is your beverage a must-have poolside drink of the summer? Show them. Let them, your audience, see your beverage in action. With real people drinking it, talking about it, and enjoying it. There is no research needed for this. Film great content and make it relatable. Some companies recognize that this old-school approach works. As a result, they are hiring in-house content creators who dedicate their time to showcasing their products.

Go Rogue

  Experiment with your marketing in the summer. From in-store popups, distributing your beverage at a festival, or being a sponsor. Grassroots marketing is an immersive experience. It is for brands that desire to be a social phenomenon. Brands that aspire to be associated with memorable moments.  For example, Sally makes homemade kombucha for her friends and family. She realizes that she could make a business out of it. Her friends and family love it when she brings her homebrew to barbeques. She decides to give her neighbors some samples. Before she knows it, her neighbors ask if they can purchase a few bottles weekly. Due to neighborhood demand, Sally decides to approach a few local stores in her neighborhood to sell Sally’s Kombucha.

  She maintains her local neighborhood sales while also distributing to nearby stores. Sally loves sharing her freshly brewed kombucha so much that she has a stand at the local farmer’s markets and weekend book fair in her town. Sally grew her business with no research. She unknowingly became a grassroots marketing expert because she had an idea and went for it. She did not have a large marketing budget, but she had the will and belief that she had a great product. Her ability to connect with her audience also allowed her to get real-time reviews.

  You’re not Sally, but you could be. Let’s say you are Joe, CEO of a popular beverage brand, preparing for your summer campaigns. If you have a good marketing budget, you can get your product distributed in multiple stores and participate in many local farmers’ markets, festivals, and events your audience attends. Joe has the budget to market his brand and to conduct research. Joe noticed that last summer, his company underperformed while newer beverages surpassed his in popularity. He believed that the hours of market research would surely help them keep their standing as the best beverage of the summer. They devised a marketing campaign based on their research and spent a lot of money, so what went wrong? Nothing went wrong, Joe’s beverage still did fairly well, just not as well as the other beverage brands that adopted grassroots marketing, put their consumer first.

  These brands, like Sally, may not have had large marketing budgets or a fancy agency to help crunch market research numbers. What they did have was a belief in their product. They looked for people like them, people who they believed would enjoy their beverage. If you do not believe in your product, you cannot expect others to. The reality is that people are always looking for something new and are drawn to brands that they feel connected to. Connection starts with real-life experiences, which is the door-to-door salesman’s ideal. Many people bought appliances during these times when they did not need them.

Be Young Again

  Remember when you were young and fell in love with a product. You would go to school and tell all your friends about it. Before you knew it, everyone in your class had the same toy or snack your mom packed in your lunch. Have you ever noticed that there are popular snacks that seem to be in every child’s lunchbox that you have never seen advertisements for? Or that toy, Sophie la girafe, that every baby needs?  So, moms run out and buy it. Grassroots marketing is word of mouth. Approach your beverage brand with the same enthusiasm as if it were the best beverage you have ever sipped. Whether on social media, at a farmers market, festival, or any place, you can promote your product. Are you a brand rep? Bring your beverage to every party, and ensure everyone attending tries it.

  Host office parties, or better yet, block parties, so people can try your beverage. Gift local store managers and buyers with your beverage. Sponsor smaller musicians who can appeal to another audience. The more people hear about your brand and see people they know consume it, they will be compelled to try it and, in turn, purchase it.

  The summer is a lively time of year. People are open to trying new beverages during this time. More so than they are during colder months. Whether your beverage has a tropical punch for those who love this flavor profile, or you are a beverage that appeals to those cutting calories in favor of their summer physiques. The warmer months allow you to get out there and meet people. To be not just a salesperson but a customer yourself. Exude the persona you desire to reach.

  This approach will leave a lasting impression and help you build a beverage brand movement. People will look forward to seeing you at events and happily share with their friends how great your product is. Exclaim that your beverage is a great addition to that summer at the cottage or birthday party.

Ideas for a Successful Summer Season

Cyndi
crowd gathered in front of band performing at Short's Brewing

By: David DeLorenzo, Bar and Restaurant Insurance

Depending on what part of the country you live in, summertime can be a boon or a bust for bar and restaurant businesses. But regardless of the time of year, there are many things food and beverage establishments can do to boost sales and attract customers, new and returning. So, let the summertime vibes guide you to a successful season.

  Across the country, the restaurant industry is an economic powerhouse in any season. According to the National Restaurant Association’s 2025 State of the Restaurant Industry report, thanks to resilient consumer demand, the industry is expected to reach $1.5T in sales and employ 15.9M by the end of this year. One of the keys to success for restaurateurs is “expanding customers’ perceived sense of ‘value’ beyond pricing through hospitality and enhanced dining experiences, especially those that draw more on-premises business.”

  With that in mind, consider these tips to offer guests a unique experience with added value that will encourage them to stop in, stay awhile and return all summer long.

Create an experience: Placing a heavy emphasis on service and hospitality and presenting a welcoming environment that promotes socialization and an inviting on-premises experience is essential in boosting business. Consider your location and play to your strengths. For example, if your establishment is in the path of a farmers’ market or art walk, develop specials and promotions surrounding those events. Offer a special breakfast burrito on the morning of the farmers’ market or hire a local artist to do a live painting demo during the art walk to create memorable dining experiences for locals and visitors alike. If your establishment has a large patio and great views, offer “sunset specials” and encourage diners to arrive early to secure a great outdoor spot where they can enjoy their meal as they take in spectacular views as the sun goes down.  

Present summertime specials: Take advantage of the season and use it as an opportunity to present special menu items and beverages that are limited time only. Think light, fresh, easy bites and beverages featuring seasonal produce and fruits. Get creative with naming menu items and signature sips to help entice diners to give them a try. These menu items and beverages can be developed using ingredients your establishment already carries, so rather than reinventing the wheel, you are simply presenting a new version of a classic that takes on a seasonal twist. If your restaurant is privy to highly local or limited seasonal ingredients, this is a great way to use them to bring in business.

Get in the spirit of seasonal fun: Everyone loves a reason to celebrate, and luckily, there are plenty of opportunities to raise a glass throughout the summer. From Memorial Day to Independence Day to Labor Day, customers tend to be in “summer mode”—whether or not they are on vacation. So go with the flow and offer specials and festivities for these occasions and others. National observances such as National Fried Chicken Day (July 6), National Ice Cream Day (July 16), National Watermelon Day (Aug. 3), or National S’mores Day (Aug. 10) can also serve as inspiration for not only summertime menu items, but also for promotions to get more customers in the door.

Host special events: Summertime experiences can help bring customers in and encourage them to stay and play. For example, offering live music during happy hour and hosting trivia nights or karaoke contests are great ways to inspire your customers to spend more time in your establishment. These experiences also engage them and keep them coming back for more. All of these are positives regarding boosting your sales and creating new customer relationships. 

When in doubt, theme it out: Presenting a theme night is another smart and engaging way to reach a new or different demographic or encourage groups and parties to host an evening at your establishment. By presenting a varied calendar of theme nights, you can appeal to various demographics and interests. For example, 80s and 90s eras nights give guests a reason to gather their longtime friends and get a little nostalgic as they relive these popular decades. Host a fashion contest, offer themed food and beverage, or offer era-themed trivia. If the theme is popular and wide-ranging enough, you could reach out to other businesses in your area to create a progressive theme night in the community. This type of outreach is a vital way to network with other local companies and develop ideas and events for the good of the neighborhood—and the benefit of all.

Love your locals: High tourism seasons can be an excellent time for bars and restaurants to see peak sales. However, vacation visitors come and go, so investing in the community and local customers is essential. During low-tourism times, offer a special discount code for “locals only”—after all, everyone loves getting in on an exclusive deal that’s just for them, right? Loyalty programs are a key way to influence customers’ decisions about where to dine out. So why not create one just for the locals during slow tourism seasons to further build upon existing customer relationships and create new ones that you can continue to foster in any season?

Educate staff and customers: Even when trying to drum up business during slow seasons, it’s always important to abide by the laws—and to ensure your staff and customers do, too. This is especially true during high tourism seasons. When vacationing in another city or country, people may be more relaxed about their own moral values and the rules of the town or country in which they are visiting—particularly when alcohol is being consumed. That’s why it’s crucial to ensure staff is well-trained in detecting if a customer is already under the influence before they enter your establishment and also what to do if a customer begins to show signs of intoxication while dining. It’s crucial to ensure customers know the rules regarding things like to-go liquor, open container laws and the consequences of driving under the influence in your particular county or state.

  Whether summertime is a high-tourism season or low-tourism season for your establishment, creating memories and experiences for your diners is one of the greatest perks of being a restaurateur. Engaging with your clientele in any season is not only good for business, it’s great to building real friendships and community connections.

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

For more information visit…

barandrestaurantinsurance.com

How to Elevate Your Products with the Best Flavorings

Cyndi
a man and two women around tubes and bottles

By: Alyssa L. Ochs

There will always be something appreciated and cherished about beer that tastes like beer and spirits that remind us of what we’ve always known and loved about them. However, there’s also significant value in the unique and creative additions of flavorings to our favorite craft beverages.

  Flavorings have the potential to help breweries and distilleries stand out in a crowded market if they are willing to experiment with classic flavors and emerging trends. Whether you use fruits, spices, herbs or aging techniques, flavorings offer endless possibilities to cater to consumer tastes and help beverage brands establish distinct, memorable identities.

To learn more about the possibilities of flavorings in the modern craft beverage industry, we connected with two prominent leaders in this field: Beck Flavors and Mother Murphy’s Flavors.

The Evolving Role of Craft Beverage Flavorings

  With thousands of breweries and distilleries operating across the country, distinguishing your business from the competition has never been more crucial. These days, running a successful craft beverage operation requires considerably more than just making a great product. Customized flavors offer brewers and distillers opportunities to create a unique identity while showcasing regional tastes and catering to a local customer base.

  Nick Palank, marketing manager for Beck Flavors, told Beverage Master how his company’s primary focus is collaborating with brewers to develop tailor-made flavor profiles that align with their brand identity, resonate with their target audience and leverage emerging trends.

  Beck Flavors is a family-run business that has been around since 1904, creating custom flavors for over a century. Based in Maryland Heights, Missouri, Beck Flavors serves various food and beverage sectors and prioritizes environmental sustainability and community engagement in the local St. Louis area.

Palank referenced recent Brewers Association statistics showing that fruit-forward beers account for a 25 percent increase in new craft beer releases. This indicates an increasing demand for refreshing, bold and complex flavors. He also pointed out how breweries are interested in creating desert-inspired beers with nostalgic and indulgent flavors while also pushing boundaries with tea-based fermentation and botanical infusions. Meanwhile, there is substantial interest in seasonal flavors and limited-edition releases, perhaps even collaborating with local chocolatiers, spice companies or coffee roasters. These efforts have the potential to boost taproom traffic as consumers embrace the changing seasons lean into shifts in their drinking preferences. 

  “With 65% of craft beer consumers actively seeking new flavors, breweries that embrace this trend have the potential to drive significant engagement and brand loyalty,” Palank said.

  “Our strategy combines market research, sensory testing and expert formulation to help breweries develop beers that aren’t just flavorful but also commercially successful,” Palank shared. “The craft beer industry thrives on creativity and innovation, and with the right custom flavors, microbreweries can craft not just a great beer, but a signature drinking experience that sets them apart from the competition and keeps customers coming back for more.”

  Beyond just traditional beer, Beck Flavors is also working with breweries in the ready-to-drink (RTD) and non-alcoholic (NA) spaces.

  For example, flavorings add depth and richness to NA beers so they don’t fall flat or taste undesirably simplistic. Lower-alcohol, session-style beers can incorporate flavors to entice casual drinkers looking for 4 percent ABV or less options. Meanwhile, hard seltzers, hard teas and kombuchas with added flavorings can expand RTD offerings and give consumers more choices based on their curiosities or wellness goals.

Current Flavoring Trends

  “We have been creating a lot of indulgent profiles, such as pumpkin cheesecake, and unique fruit profiles, such as clementine flavors,” Al Murphy, the CEO of Mother Murphy’s, told Beverage Master Magazine. “We are always trying to create new flavors for spirits that have never been used in the alcohol and beverage industry.”

  Mother Murphy’s is a family-owned food flavoring business that has been operating since 1946. Murphy family members still own and run the company, which is headquartered in Greensboro, North Carolina. From humble beginnings as a two-man side business, Mother Murphy’s has expanded to employ over 150 people and ship its flavorings to more than 30 countries.

  Murphy said that sweet, indulgent and fruit flavors are all trending right now, based on his company’s experience working with breweries and distilleries. As gathered from consumer preference research, he said their top 10 flavors were the following: mimosa, prickly pear, cucumber, blueberry, sour, rosé, ginger, mandarin/tangerine, blood/red orange and pear.

  To keep up with trends, Palank from Beck Flavors said that his company leverages market intelligence and consumer insights through comprehensive research, trend analysis and data-driven reports utilizing resources like Mintel, Innova, and Tastewise.

  With regard to 2025 trends shaping the beer industry, Palank said, “In the U.S., citrus remains a leading flavor in craft beer, with tropical flavors also showing high growth momentum. These flavors are approachable and familiar, making them a safe yet exciting choice for consumers. Microbreweries can experiment with combinations like pineapple and orange peel to create refreshing, vibrant beers. With consumers seeking globally inspired experiences, flavors like yuzu, calamansi, prickly pear and lychee are giving beers a fresh twist.”

  Palank also said that dessert-inspired flavors reminiscent of doughnuts, chocolate, or gelato invoke a sense of indulgence and nostalgia for childhood memories in consumers. Examples of these “special treat” beers include caramel pecan porters and cereal milk IPAs.

  “In Europe, the use of herbs and spices in craft beer is on the rise,” Palank said. “This trend is driven by the desire to enhance sensory experiences and flavor intensity. Pairing herbs with citrus flavors is particularly popular, offering a refreshing twist that appeals to consumers seeking novel taste experiences. Ingredients like cinnamon, hibiscus and Sichuan peppercorn are adding complexity to beer profiles.”

  Another interesting trend is hybrid beverages, which includes unique creations like tea-inspired beers, cocktail-inspired brews and coffee-infused lagers that push flavor boundaries to the next level.

How to Create Custom Products with Flavorings

  The process of getting started with flavorings involves reaching out to an expert company like these two highlighted here to discuss your motivation to try flavorings and devise a customized solution based on your company’s unique beverages. Both Mother Murphy’s and Beck Flavors offer the opportunity to request flavor samples to help you narrow down your options.

  “We don’t just create flavors — we help breweries craft memorable drinking experiences that set them apart in the industry,” said Beck Flavors’ senior applications manager and technical sales representative, Adam Berge. “By combining data-driven insights, expert formulation and meticulous testing, we partner with brewers to bring bold, innovative flavors to life, ensuring that every beer tells a story and captivates consumers.

  Berge went on to explain how his company conducts market intelligence and sensory research to identify trends and emerging consumer preferences before diving into flavor development. Once they identify a flavor direction, the research and development team takes over to develop a formulation that integrates with the company’s beverage style.

  “Once a flavor is developed, we offer breweries a sensory testing process to ensure that the final product delivers the intended aroma, taste and mouthfeel,” Berge said. “Sensory testing allows us to fine-tune intensity levels, identify any unexpected interactions and make necessary adjustments before full-scale production.”

  He emphasized the importance of ensuring a flavor is scalable and consistent across every batch. Successful flavors must perform reliably during all conditions to maintain a signature taste without confusing fluctuations from one drink to the next.

Considerations About Using Flavorings

  Al Murphy from Mother Murphy’s shared with us that one important consideration is to decide between natural or artificial formulations of flavorings for your beer or spirits.

  “Most companies use natural because they would like to have ‘natural’ on the label,” he explained. “Typically, artificial is cheaper, and you can use less but many companies don’t want ‘artificial’ on the label.”

  Murphy also mentioned a common mistake craft beverage producers make with flavorings.

  “Some distilleries don’t know how to use flavors in conjunction with acids and sugar,” he said. “They might know how to distill a spirit or blend a spirit, but they need a flavor partner that can help them create a flavored spirit product.”

  Beck Flavors’ principal flavor chemist, Rick Gibson, emphasized that craft beverage producers must integrate new flavors into their recipes to ensure balance, compatibility, stability and consumer appeal.

Gibson has nearly 50 years of flavor experience and is one of only around 400 Certified Flavored Chemists in the world.

  Gibson explained the importance of achieving the right balance between a beverage’s existing profile and a new flavor. For example, too much of any ingredient can overpower a beer, making it overwhelming or one-dimensional.

  “To prevent this, breweries should consider how flavors interact at different stages of the brewing process, including fermentation and conditioning,” Gibson said. “A well-integrated flavor should enhance rather than dominate, allowing drinkers to experience a harmonious blend of flavors with each sip. Our team at Beck Flavors works closely with brewers to fine-tune intensity levels, ensuring that every ingredient plays a complementary role in the final product.”

  There is also the crucial issue of pairing the right flavors with the right style of beverage. Some flavors naturally complement beverage profiles or are better suited to them, such as a bright citrus flavor paired with a hazy IPA or a coffee flavor paired with a porter.

  “Additionally, breweries should consider how flavor perception changes based on factors like alcohol content, body and carbonation levels,” Gibson said. “A highly carbonated saison may amplify herbal or floral notes, while a high-ABV imperial stout can support rich, dessert-inspired flavors like chocolate and maple. At Beck, we help breweries identify the best pairings based on their beer style and brand vision, ensuring that new flavors feel intentional rather than forced.”

  Beverage producers should consider how flavors impact shelf stability and product performance over time. Gibson noted that certain fruit extracts lose their vibrancy after a while, yet cinnamon and nutmeg become more pronounced as beverages naturally age.

  But ultimately, beverage producers must keep consumer preferences in mind at all times when implementing new flavors. Requesting in-person feedback and online reviews from loyal customers is an effective way to gauge interest in new flavored beverages and assess consumer behavior.

  “Understanding what drinkers are looking for — whether they’re adventurous craft beer enthusiasts or casual consumers seeking familiar, approachable flavors — is key to developing a product that sells,” Gibson said.

Consumer Awareness Shows an Emerging Regenerative Market

Cyndi
barista pouring beer into a glass mug from a brass tap with wooden handles

By: Erik Lars Myers

The beer pours a rich amber color, crystal clear, with a stark white fluffy head. Warm caramel-sweet malt aromas greet your nose from the glass, counterpointing the earthy hedgerow bouquet of East Kent Goldings hops. It is Reset ESB, a drinkable, classic, English-style ESB. It is also the world’s first Regenfied™ Certified Beer.

  The vast majority of the malt in this beer brewed at Fullsteam Brewery in Durham, NC is Regenfied™ Southern Select, a 2-row base malt created Riverband Malt House in Asheville, NC, the first – and currently only – malt house in the world to malt Regenified™ Certified barley. This particular batch of barley is Avalon, a malting barley created at Virginia Tech’s Small Grain Breeding Program specifically for farms in the South. It was grown at Harbor View Farms, a Tier 3 Regenified™ Certified farm in Rock Hall, MD. That traceable pathway is one of the main considerations toward Fullsteam’s use of the Regenified™ seal.

Becoming Regenified™

  Regenerative farming is a philosophy that covers a wide range of farming practices. At its base, regenerative agriculture is a method of farming that focuses on practices that are meant to create and maintain healthy ecosystems and preserve sustainable farmland for future generations. It prioritizes soil health, reduces reliance on synthetic herbicides, pesticides and fertilizers, and nurtures the land as well as the people who use it.

  Over time, farms that use regenerative practices have shown a long-term increase in yield benefits in their farmland. These farms reduce their carbon footprint, conserve water, and grow healthier food. They also safeguard the long-term viability of their farmland in the form of improved biodiversity, reduced erosion, and a reduction in local water pollution. This is achieved through careful cover-cropping, rotational grazing of livestock, no-till farming, and a wide variety of other practices.

  But it isn’t easy. The short-term switch from conventional farming to regenerative farming can mean investment in different tools, practices, and labor. It can also mean a reduced yield while the switch is being made, a daunting proposition in an industry with already razor-thin margins.

  That is one of the reasons that the Regenified™ certification works a little differently than other certification programs. Rather than simply working to meet a target – the “if you meet these documented conditions then you qualify as Certified” method – Regenified™ exists in progressive tiers in a way that helps farmers build toward a regenerative farming future, setting goals over years to work in new processes, increasing their regenerative practices while building a better and stronger future for their farmland. In turn, the Regenified™ Seal helps manufacturers and end consumers identify the products made with these farming practices.

  A 2024 consumer product report by Regenfied™ shows an ever-increasing consumer awareness of “values-based shoppers.” Their report shows an “Emerging Regenerative Market” whose consumers are willing to pay more for regeneratively farmed products and seek them out when they can, noting that they are “especially interested in supporting regenerative agriculture across core product categories such as fruits and vegetables (83%), eggs (60%), dairy (56%), meat (52%), and grains (48%).”

  For companies like Riverbend Malt House and Fullsteam Brewery, it means putting their money where their mouth is.

Regenified™ Manufacturing

  “Regenified™ malt is crucial to our triple bottom line approach,” says Brent Manning, one of Riverbend Malt House’s founders and Chief Strategy Officer. “We’ve always prioritized people, planet, and profits. When we started over a decade ago, we really wanted to focus on organically or sustainably farmed barley. At the time, mother nature had other plans for us. After an early difficult growing season we had to choose between conventionally farmed grain and keeping the business open, but now we have the opportunity to refocus on a mission that, at its core, is vital to who we are.”

hand holding a handful of grain

For Fullsteam Brewery, it was a no-brainer. “It really fits into our core values and mission statement,” notes Jon Simpson, Fullsteam Brewery’s Director of Brewery Operations and Innovation. “Supporting Southern agriculture and what we think of as ‘the Southern beer economy’ through our purchases has been at the heart of Fullsteam’s mission since its beginning. Investing in a specifically southern grain created by one of our local partners that supports the future of farming in the South is a perfect fit.”

  Over the past 15 years, Fullsteam has acted on its mission to the tune of approximately $1 million of locally sourced ingredients. Riverbend is one of their primary local partners, and so the opportunity to create a series of beers centered around this malt was serendipity.

  For both of them, fitting Regenified™ certification into their process isn’t very much of a disruption and in many cases flows directly with how their operations are designed, which is primarily based around traceability and lot tracking. Traceability, something that larger breweries or maltsters may have to create specific processes for, is often just business as usual for small- or mid-sized breweries.

  “We still receive all of our grain in super sacks,” Manning says, referring to the 2000 lb totes that bulk grain is shipped in. He notes that lot tracking to a farm, or even a field level, might be something that larger maltsters might have an initial issue with, but that it’s part of Riverbend’s normal operations. Since the outset, part of their process has been tracking individual strains of barley from different farms and regions because those different strains and regions have significant flavor profile differences. They pass along that information to their brewery and distillery partners to help govern ingredients choices but also as a means for differentiation.

  Similarly, at Fullsteam, tracking the use of local ingredients in each beer has been a mission for so long that for Simpson, keeping this particular supply chain separate is just a normal day-to-day operation. “The biggest change has been making a more detailed note in our brewing logs noting the exact lot number and source of the grain.” Of course, making a well-balanced beer often means using more than one type of malt, but for the Reset line, 100% of the base malt for the beer is Regenified™ making up 80%+ of the grist. The rest of the malt is sourced locally from one of North Carolina’s three malt houses.

Regenified™ Value

  For both Fullsteam and Riverbend, the decision to use Regenified™ malt is one of prioritizing their own values and recognizing that some purchasing decisions are not driven solely by price but by the greater impact it might have in the world.

  “They’re small steps,” Simpson says, “But they add up. You take all the small steps you can and know that at the end they’re having a larger impact together.”

  Manning notes that for larger businesses – he specifically mentions large distilleries – locally grown, regeneratively farmed grains are way to significantly impact their supply chain-based carbon emissions. But the same is true for every size of food or beverage manufacturer. Whether it bears out to more sales in the market or not is still up in the air, but for these producers it’s all part of their larger strategy anyway.

  “Does it get traction?” Simpson mused, “Hard to say. But it’s definitely attractive to certain customers that are important to us. Retail partners like Whole Foods, among others, are more apt to focus on environmentally conscious manufacturing and ingredients. The Regenified™ Seal makes it easier for customers to recognize that value on the shelf. And that’s worth it as far as we’re concerned.”

Fullsteam Brewery’s Reset ESB: https://www.fullsteam.ag/beer/reset-esb

Riverbend Malt House’s Regenified™ Southern Select: https://riverbendmalt.com/malt/regenified-southern-select/

Regenified™ 2024 Consumer Report: https://regenified.com/2024consumerreport/

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.

Can AI Boost Beverage Marketing Strategies?

Cyndi
futuristic robot with chin in hand

By: Hanifa Sekandi

In a world where technology is the gateway to success, it is unsurprising that people are looking at the new kid on the block, AI. For some, this tool is controversial. It lacks the human touch, a true statement. People value connection, something that AI cannot replicate.

  Regardless of these sentiments, it is a tool that must be understood even if you choose not to utilize it. So, what place does it have in beverage marketing? The place it holds for your beverage brand is up to you. Many marketing experts across industries have implemented AI software into their strategies to streamline processes. Some companies see it as a tool to cut costs—an excellent opportunity to allocate a budget to marketing initiatives rather than large marketing teams.

  Although this new frontier is popular right now, this will likely level out. AI cannot completely replace an experienced marketing team, nor can it brainstorm creative ideas. But it can take your ideas and organize them. It can help bring the story together and devise a plan that is easy to digest across teams. However, there are limitations.

  Before you consider using AI to market your beverage brand, it is essential to have a goal in mind. Why is this tool useful for your company? What gap is it filling? If you have been following along, we often mention the importance of understanding your audience and researching before you market your beverage.

  Once you have solidified your why and brand messaging, the next step is who. Who is your consumer? How can you reach them? How do they make their buying decisions? The market research stage is fundamental to your long-term success. It precedes determining the what and how to market to your consumer. 

AI & Market Research

Fortunately, many AI tools can help you conduct market research. With these tools, you can take a deep dive into your consumers’ behavior. AI software can analyze what actions your targeted consumer makes. It can also zero in on key demographic markers, such as age, gender, location and income. Brands can see who their competitors are and how their audience responds to their marketing initiatives—a great way for a new beverage brand to understand how they might measure up to the best. AI, if utilized correctly, can give brands a competitive edge.

  With that said, there are downsides to using AI. One downside is that your plan can be widely used if you do not provide a detailed and concise query. You ask AI questions, and AI does its best to answer them. Generic questions get basic answers. The more details, the better. Avoid obvious questions that most people would ask.

  For example, asking AI to help you by using generic market research strategies will not provide you with a customized plan exclusive to your brands. An example is asking an AI tool how to market to men who play hockey. Just asking about this demographic your competitor may be targeting will provide you with a basic strategy—a strategy that will be similar if several other brands ask the same question. AI is not the be-all and end-all. You cannot just sit back, let it do the work and then let the magic happen.

  Marketing teams who have adopted this tool understand this quite well. They know the limitations of their teams and recognize the limitations of AI tools. They know how to cut through the marketing fluff with AI. AI helps marketers zero in on a targeted audience and highlight information that would take hours to uncover through conventional market research strategies. With AI, every stone unturned will be flipped over, revealing little marketing gold nuggets. Rather than focusing on just one aspect of your demographic, you may discover that your consumer is more than just a hockey fan. Their desire for a beverage is not isolated to watching the sport.

  Discovering the complexities of your consumers will allow you to explore other ways to reach them. You do not have to spend so much time focusing on what your competitor is doing and trying to do it better. Your brand can do what has not been done yet, opening a new viewpoint of how this consumer is viewed.

Streamline Your Marketing Plan

  What can you do as a marketing team? This is the first obstacle that needs to be tackled. Becoming a successful beverage brand still requires active participation. You will have to roll up your sleeves. You cannot close your eyes and hope that a few AI tools and strategies will do the work. When you hit the ground running, know your strengths and weaknesses. From here, you can discern where AI fits in and how it enhances your marketing goals.

  Many people use AI to condense their marketing plans. A 30-page deck can be overwhelming. With the help of a good AI tool, you can break down your strategy into segments. Upload your document and select areas your team would like to focus on. You may also break your plan into segments that can be assigned to individuals on your team. AI can take a large-scale plan and turn it into actionable goals. This is where AI can shine.

  An AI-generated workflow diagram provides a useful map to follow. As business picks up, it is good to know where you are heading since the unexpected is always at play in beverage marketing. There will be times when you need to pivot or modify aspects of your marketing strategies. What is important is that you do not lose sight of where you are going.

AI Can Automate Social Campaigns

  Most brands have a love-hate relationship with social media. There are so many different platforms, and each one has different requirements. This is where AI can shine for many brands. Social media can be demanding, as it is a full-time commitment, particularly when trying to break a brand. Your team is small, and there is only so much one marketing manager can do. As of late, most social platforms have also implemented AI tools to help you with effective social media marketing. Yes, authenticity is always best. But if you are not a writing savant, a skilled video editor or cannot create a visually appealing post, there are AI offerings for this on most platforms. Smartphones are also useful for this because they offer AI tools for photo and video editing.

  For example, AI-powered content creation tools like Blaze AI save you time and make it look like you’re an expert. These tools give you a framework to work with to get you started to support current efforts. Bigger brands can afford to hire a few social media managers, whereas smaller brands may have a marketing manager who is a jack of all trades. Unfortunately, this is not beneficial in the long run. An overworked marketing manager cannot be or do all things at once and will often miss marketing opportunities.

  These AI tools can also assist with newsletters. Some people opt to use AI for blogs. This is one of those sticky areas. It is always a good idea to write your content in-house, particularly content that will live on your website. A human touch and authentic brand voice shine above all. AI tools can help you brainstorm ideas or create an editorial calendar but cannot replace a copywriter. Hire a copywriter, and this should be part of your marketing budget.

Simply put, people can tell. We are in an era of information overload. So proceed with caution when utilizing AI for content.

  Your blogs are the only place where you can tell your story, something you know more than AI. Once you have your audience’s attention on social media, where are you directing them? If it is not the local beer store, it is your website. Consistent newsletters and blogs are a must for brands that sell beverages from their websites.

  So, what’s the overall verdict of AI in beverage marketing? Err on the side of caution; do not overdo it. But give it a try and see where it takes your brand.

Conveyors: Small Changes, Big Impact

Cyndi

How Conveyor Choices Drive Efficiency & Sustainability in the Craft Beverage Industry

shows large conveyors with bottles

By: Stacy Bashline – Product Marketing Manager, Chain & Component

In the craft beverage world, efficiency and sustainability aren’t just trendy terms, they are the keys to long-term success. Producers juggle production speed, costs, and environmental impact while keeping quality and consistency top-notch. While big investments like brew tanks or packaging lines get most of the attention, one of the easiest ways to boost efficiency and sustainability is often overlooked: conveyor chains and belts.

  Whether you’re moving cans, bottles, or kegs, the right choice of conveyor belt or chain can cut down on product loss, save water and energy, and improve overall productivity, without the need for a major system overhaul.

Sustainability in Motion: Less Water, Less Waste, More Efficiency

  Many industries, including the beverage market, face increasing pressure to reduce their environmental footprint. Key areas of focus include water conservation, energy efficiency, and compliance with Extended Producer Responsibility (EPR) programs. What many don’t realize is the critical role conveyor systems play in these sustainability efforts.

  One immediate opportunity for producers is reducing lubrication and water usage. Traditional conveyor chains often require constant lubrication, leading to excessive water and chemical consumption. By switching to advanced, low-friction, high-wear-resistant chain materials, manufacturers can significantly cut lubrication needs—or even eliminate them altogether. This not only lowers costs, but also aligns with corporate sustainability goals.

  These small adjustments can help beverage producers save thousands of gallons of water annually and can allow for safer work conditions with less water hazards on the floor.

Fewer Replacements, Less Downtime

  Beyond water savings, sustainability also means choosing conveyor products that last longer. Many producers operate in harsh conditions, where exposure to moisture, heat, and acidic ingredients can cause conveyor components to wear out quickly. Frequent replacements increase operating costs and cause production downtime.

  For instance, acidic residue from flavored seltzers can cause premature wear, causing a beverage producer to replace their standard acetal chain as often as every four weeks. By analyzing individual customer needs, engineers can recommend a new acetal material with high chemical resistance, which can extend chain lifespan to over six months—reducing waste, lowering costs, and improving production uptime.

  Once again, these small changes may not seem significant at first glance, but they can translate to thousands of dollars saved annually while supporting a more sustainable operation.

Optimizing for Flexibilit: Adapting to EPR Guidelines

  EPR guidelines are becoming increasingly important, shifting the responsibility for managing the end-of-life of products, particularly product packaging, to producers.

  How does this relate to conveyor chains? As producers adapt to comply with these guidelines, they are making constant changes to packaging formats, such as transitioning from glass to cans or switching to more recyclable bottles.

  These changes can be supported by understanding how the conveyor chain can accommodate the new products. Recent advancements in thicker chains help facilitate slower cooling processes after molding, resulting in a superior flat top surface. For cans or PET bottles, these surfaces provide enhanced product stability over time, while also supporting the shift to more recyclable packaging as required by EPR guidelines.

Sustainable, Smart, & Simple: The Conveyor Advantage

  For beverage producers aiming to increase efficiency, reduce costs, and meet sustainability goals, the solution may be simpler than expected.

  Partnering for decarbonization is key: beverage producers should align themselves with partners who treat sustainability as not just a goal, but a core pillar of operations. While only top 5% of companies globally are rewarded with a Gold Medal by EcoVadis, this esteemed recognition can serve as compass for a company with excellent corporate social responsibility performance. Beverage producers should collaborate not just with belt manufacturers, but those who treat them like partners and are committed to delivering local service and expertise, helping optimize production with sustainable, high-performance conveyor solutions.

About AMMEGA:   

  AMMEGA is a global leader in lightweight conveyor belting and power transmission solutions, with distinct product brands Ammeraal Beltech, Uni, Megadyne, Jason Industrial and Chemprene. With an unwavering commitment to innovation, excellence, quality, and passion for sustainability, AMMEGA delivers tailored solutions across diverse industries. Backed by a significant investment in the Americas and an Ecovadis gold certification, AMMEGA is dedicated to empowering its customers and shaping a more sustainable future.  

To learn more, visit www.AMMEGA.com

Put Your Tasting Room to Work

Cyndi
people in a tasting room

By: Mark Colburn

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

Exploiting the Tasting Room

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

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

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

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

Sales Ambassadors

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

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

Speaking of Incentives

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

Key Take Away

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

About the Author

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

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

Cyndi
photo says branding

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

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

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

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

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

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

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

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

•  Strong online presence but limited shelf placements.

•  Engaged followers, but inconsistent distribution.

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

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

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

•  “How does this look to our customers?”

•  “How can we get more engagement?”

    Start thinking:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Build a B2B2C Content Strategy (And Avoid Common Pitfalls)

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

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

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

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

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

Centralize Content in a Media Library:

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

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

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

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

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

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

The Brands That Win

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

•  Build demand at both the consumer AND trade level.

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

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

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

Final Thoughts

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

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

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

Pack Expo logo

Variety of needs prompt changes in packaging choices

Cyndi

By Rebecca Marquez, Director, Custom Research, PMMI

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Coastal County Brewing 

Cyndi

A Family-First Destination Brewery

By: Gerald Dlubala

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

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

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

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

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

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

A Brewery of His Own

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

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

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

A Less than Stellar Startup Was No Deterrent

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

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

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

The Importance of Authenticity

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

Experience Pays Dividends

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

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

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

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

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

Brewery Challenges Are Abundant

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

For more information, contact Coastal County Brewing at:

Coastal County Brewing

3041 East Olive Road

Pensacola, Florida 32514

850-741-2973

www.coastalcountybrewing.com