Category: Cider

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.

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.

Using Design and Data to Boost Cider Sales

Cyndi
glass full of cider with American Cider Association on it and includes 2024 CiderCon Portland Oregon Cider Share

By Becky Garrison, Staff Writer 

During American Cider Association’s annual CiderCon convention held January 16-19, 2024, in Portland, Oregon, Shannon Hiller-Webb, Principal of Prosparus, a Portland-based strategic CPG food and beverage-focused consulting company, spoke about the role of label design in increasing cider sales. While 72% of American consumers state they base their purchase decision on packaging and design, Hiller-Web notes that cider is one of the only beverages to lack iconic packaging when compared to beer cans and wine bottles. In her talk, she focused on how cider makers can utilize both their creativity and data-driven insights to create the type of label that can communicate to these customers a cider brand’s unique story and align a cidery’s values in sharing claims and certifications. 

Shannon Hiller-Webb Headshot
Shannon Hiller-Webb

Defining Packaging for Cider

While canned cider remains in its infancy, Hiller-Webb points to how technology is changing as the evolution of aluminum ciders enables ciders to have a long shelf life. This move towards cans matches the consumer demand for on-the-go convenience and more sustainable options. 

Even though glass conveys a premium perception to the consumer and optimal preservation for the cider, Hiller-Webb notes how grocery stores don’t like gaps between bottle and can heights. “As groceries try to reclaim this gap and might start to limit bottle selection as cans are moving more. Also, there’s less likelihood of breakage with cans when transporting them to the store and displaying them on the shelves,” she observes. 

Sensory Experiences in Packaging

When launching a new product, Hiller-Webb recommends examining the packaging material to see how a particular cider’s product story differs from the sensory experiences promoted by other ciders. In this current cider market, there’s significant innovation in terms of packaging. These innovations include: sleek and matte finishes, change colors or reveal photos based on the temperature, glow in the dark, 4D high definition, and an interactive QR code on the label. While color and typography are huge elements in a label design, she recommends also looking at texture noting “Texture is one of the other senses and we’re looking for a full sensory experience and how that consumer is engaging with your brand.” 

In addition, the ability of consumers to touch the package is very persuasive due to a concept called psychological ownership and the endowment effect. As Hiller-Webb stated, this means that once you’ve touched something, you’ve created a memory, thus starting the bond between brand loyalty and the consumer. 

Another component is emotive and engaging copy. Is the copy informative while creating a delightful distraction that delivers gratification and deeper connections? Adding sound to the brand experience can define how consumers engage with a cidery’s website and social media platforms they engage in your social media.

Data and Consumer Values 

The top five items that shoppers are looking for on a cider label are no sugar added, made with real ingredients, no high fructose corn syrup, no artificial sweeteners, and all-natural. Also, adding the region where the cider was made is important to regional sales but has no impact on national sales. In addition, non-alcoholic beverage sales have increased by 20% in the cider category. 

Among the top trends in cider are no sugar, and low sugar ciders. While no or low ABV cider are increasing in popularity, there’s also a rise for cider above 8% ABV. In addition, the 12-ounce can is growing at 7%, as well as an increase in online sales. Apple remains the number one cider making up 60% of retail sales in both large and small cideries with 80% of the cideries producing less than 25,000 gallons.

As per statistics, those who consume cider are younger (21-54), gender-balanced, and primarily white along with Hispanic and mixed race. They are well-educated and understand their health and wellness goals. Also, they earn a higher income, which allows them to travel and experience some unknown and new cider flavors.

Of those consumers surveyed, 63% enjoy premium craft products and 50% say that taste is the reason they drink. Among those 22 to 34-year-olds, 87% agree that flavors drive their choices. In terms of which flavors appeal to cider drinkers, 17% are seeking nostalgic flavors, 27% are looking for limited-time seasonal and new flavors, and 11% are looking for internationally inspired flavors. Berry ciders rank the highest with stone fruit coming in second and citrus ranking third. 

When assessing the values that govern these consumers’ buying decisions, the data indicates they want to support local and especially hyper-local partnerships and collaborations between local companies. These informed consumers make their financial decisions based on a cider maker’s sustainability practices, stewardship, and ethos. They want to know how a cidery is sourcing their fruit and how this fruit is processed. Among those consumers survey, 61% agree environmental issues are having an adverse impact on their current and future health with a 34% repeat rate brands with over > 50% sales from products making sustainability claims. 

Also, with one in three Americans pre-diabetic, consumers are looking for products that address health concerns such as high cholesterol, high blood pressure, and diabetes. When buying food and beverages, 30% of consumers seek items with low sugar and 29% of consumers look for no added sugar with a 112% increase in searches for “sugar free alcohol.” In particular, the uptick in consumer use of GLP1 weight loss drugs has had a significant impact on the alcohol industry overall. 

As cider is social, Hiller-Webb recommends that cideries explore how to create community interaction and activation of their 1,000 true fans. The number represents the baseline of those who will use their networks to further spread your message. She suggests humanizing the cider experience with consumers by taking them on farm tours and pressing days either virtually or in person. Be sure to demonstrate what factors led a cidery to support the specific causes that they do. 

Armed with this data, design a marketing strategy specifically around how these values and demographics align with one’s company values. How has it been conveyed on the packaging to reach an audience, and what is their motivation to purchase? 

For example, those B Corp Certified cideries who put their B Corp label on their ciders will see a 46% growth in sales. Conveying on the label that a cidery is women or minority-owned will result in an 81% and 232% jump in sales respectively. Also, sharing claims relating to regenerative agriculture or carbon impact on the label will result not only sales growth but also more positioning on shelves and in stores. In addition, putting minority and woman-owned certifications could result in lower trade show costs, lower import-to-export fees, travel benefits, and government accounts in those facilities that prioritize minority and women-owned operations. 

In terms of retail and e-commerce sales, those cideries with four or more certifications can see an 8% rise in retail sales and 5% in e-commerce sales. Also, optimizing search engine optimization (SEO) will result in a 5% sales lift. 

Since COVID-19, Hiller-Web has seen a lot more QR codes on cans and bottles. She encourages cideries to recognize that a QR code can be a fun and playful way to create brand awareness on the bottle or can. Among the innovations she’s seen in these QR codes include directing customers to recipes for cider cocktails, a listing of the company’s sustainability goals, a deeper explanation of what’s in the bottle or can, a video of the production produces, and a tour of the tasting room. 

Positioning Cider Labels in the Marketplace 

Hillel-Webb recommends conducting observational data forensics. With the retailer’s permission, go into the store with a cider that’s ready for market. Place it somewhere alongside other similar merchandise and take photos. Ask these questions: What do you see? What stands out? What’s missing? What are the observable packaging differences such as the artwork, color, fonts, certifications, price, and size? What’s working? What’s selling? How many facings do you have versus your competitors? Are they double stacked, indicative of high movement sales? 

Also, talk to merchandisers to see what are they seeing and hearing from the consumer.Providing a retail buyer with a particular cidery’s internal and external data with a focus on local data pertinent to their store will result in them moving this product as it shows them that this cidery has done the necessary legwork.

Look at where products are placed elsewhere in the store beside the cooler. Then look for cross-merchandising opportunities. Ask the local grocery retailers for basket data. Also, while over 70% of shoppers overall prefer shopping in brick and mortar stores, they use online shopping primarily for purchasing staples. While cider is not listed anecdotally among the lists of staple items purchased online, obtaining basket data for both in-store and online sales points to what items consumers are also purchasing when they buy a particular cider. This data can suggest possible cross promotional opportunities with other products. 

Another way to obtain retail observation data is to go to a retailer and take photographs of the cider in the store. Is it standing out? Is it holding up to the lighting? Does it hit with the stickers and shelf tags? Where would this new product be placed with this merchandiser? What education might be needed to go to the retailer that they can then pass on to the consumer such as providing educational materials that might come in with the pallet or in-person education with buyers and consumers?

Gathering and organizing with other cider makers will create advocacy when going to these retailers to prevent the large companies from creating marketing plans. Also, consider becoming a collective if several smaller cideries wish to target the larger commercial markets. The highest number of grocery retailers are still the mom-and-pop small chains that dominate 70% of the market across the nation. 

When debating which ciders to bring to the retail market, Hiller-Webb states one needs at least three SKUs (Stock Keeping Units) before a buyer. “They want to have a choice and be able to have enough product to represent the diversity of your company. Also, as heartbreaking as it may be, be willing to pass on including any favorite and award-winning ciders that aren’t selling as well as other ciders. 

Other questions to explore is if channels have been explored beyond retail like cruise lines, hotels, and institutions. How is local, regional, and national distribution being prioritized? These are different audiences with different considerations on a cider label. Hiller-Webb reflects, “Don’t treat everyone the same across the country but target labeling to appeal to those demographics in those geographic markets you’re targeting.” 

For more information about this research, contact Shannon Hiller-Webb at shannonh@prosparus.com. 

The Role of Visual Storytelling in Craft Beverage Marketing

Cyndi
photo showing multiple cell phones with photos and other images

By: Jake Ahles, Morel Creative

In today’s competitive market, visual storytelling has shifted from a “nice-to-have” to an essential tool in brand building. Many brands, especially emerging ones, view cohesive visual storytelling as unachievable or reserved for big players with larger budgets. Instead, they focus on updating Instagram or TikTok sporadically, hoping this will carry them from the fringes to the forefront of their industry. However, effective visual storytelling is no longer a luxury limited to the big brands. A cohesive, clear, and consistent storytelling strategy can be the key to scalable, sustainable growth for any brand willing to invest the time and effort – with tangible ROI.

  It’s the brands that devote meaningful time and resources to visual storytelling that rise above the noise. This doesn’t mean investing millions in a Super Bowl commercial. Nor does it mean posting on social media multiple times a day – or even daily. It means understanding and showcasing what makes your brand unique—those elements that form your brand’s DNA and resonate deeply with your target audience. Successful brands know that product facts aren’t enough. They must connect with their audience’s aspirations and solve their pain points.

  Your brand lives in the minds of your customers. Effective storytelling allows you to shape how they perceive you instead of leaving it to chance. Storytelling is your brand’s superpower, making your product not just visible, but irresistible. Here’s the hard truth: your customers don’t care about your product. They care about what your product does for them—how it makes them feel, how it alleviates a problem, or helps them reach a goal.

Overcoming Barriers to Visual Storytelling

  Many brands avoid visual storytelling. They worry about its time, effort, and measurability. Let’s address these challenges directly.

1.           Time: A structured, strategic plan can save time in creating visual content. A defined storytelling framework avoids last-minute content scrambles. Instead, you’re building a library of assets that can be reused and repurposed, saving time in the long run. Also, a good storytelling strategy lets brands produce 3+ months of content from a single production.

2.           Effort: Crafting a visual storytelling program is undoubtedly a commitment, but the rewards are proportional. By putting in the effort to build a cohesive visual story, you’re setting the stage for long-term brand loyalty, engagement, and differentiation. A stage that meets your B2B goals and B2C needs for sustainable, scalable growth.

3.           Measurability: Brand growth and storytelling don’t always have short-term sales metrics. But, that doesn’t mean they lack value. Brands that implement consistent visual storytelling and brand-building practices are often the ones that attract investors, raise capital, or get acquired. Longevity is what investors are after, not a flash-in-the-pan ‘viral video’. Brands with strong storytelling have gained trust and emotional connections with their audience. This is vital for long-term growth and market leadership.

The Power of the 4Cs: Cohesion,

Clarity, Consistency, and Connection

  To build a visual storytelling program that showcases how your product can solve customer pains and help them reach aspirational goals, focus on these four key principles.

1.           Cohesion: A cohesive video and photo content program works together to tell a unified story. Every piece of content, from social media to packaging, must capture your brand’s essence and story. Cohesion reinforces recognition, trust, and loyalty among your audience.

2.           Clarity: A clear brand story differentiates your offerings in a crowded market. When your audience easily understands what sets you apart, they’re more likely to engage, trust, and remain loyal to your brand.

3.           Consistency: Consistent messaging reinforces your unique selling proposition (USP) and builds trust. By consistently communicating what makes your brand special, you create a dependable, recognizable image, fostering long-term relationships with consumers.

4.           Connection: Emotional connection is crucial for brand loyalty. Addressing your audience’s pain points and hopes makes your content personal. It drives engagement and advocacy, improving brand perception and sales.

Defining Your Unique Selling Proposition (USP):

By clearly defining your USP with the F.E.E.E.D. ingredients we discussed in a previous article and implementing the 4Cs, you position your brand to stand out and rise to market leadership. Defining your brand’s core ingredients and values—the “story” that makes you different—is essential to cutting through market noise. A solid USP, when done well, boosts your value to your audience and potential investors. It makes your brand more attractive for acquisition or investment.

How Visual Content Can Elevate Your Brand

Positioning as a Premium or Trusted Choice: Intentional, professional visual content helps position your brand as high-quality and trustworthy. In a market where consumers are increasingly discerning, the quality of your visual storytelling can be a powerful signal of your brand’s reliability and value. Premium content boosts your brand’s image. It makes you a top choice as a craft brewery, distillery, or kombucha maker.

Driving Engagement and Loyalty: Great storytelling keeps your customers engaged over time, encouraging loyalty and repeat purchases. Instead of pushing your product on every platform, focus on building a relationship. Show your brand’s personality. Share behind-the-scenes glimpses. Showcase the faces behind the product. When your audience feels connected to your brand, they’re not just buyers—they’re advocates.

Creating Share-Worthy Moments: In today’s digital age, shareable content is a key driver of organic growth. When your content resonates, it invites your audience to share it, amplifying your brand’s reach. Create shareable moments. It could be a beautiful bottle, a relatable brand message, or an impactful video. Let your audience become your brand ambassadors.

Implementing the 4Cs in Your Visual Storytelling Strategy

  To start building a visual storytelling strategy, think benefits first, then features. Begin by listing out the core facts and features of your brand and product. Next, identify ways to use these features to educate, engage, and connect with your audience emotionally. Ask yourself:

•             How does my product solve a problem for my customer?

•             How does my brand help my audience reach an aspiration?

Combine the facts and features that engage, educate, and connect with your audience emotionally. This forms the foundation of your brand’s story and a true differentiating factor—a Unique Selling Proposition that resonates.

  This process allows you to plant the story of your brand in the minds of your target customers. It’s no longer just a product; it’s an experience, a solution, a part of their lives.

  By addressing the perceived obstacles of time, effort, and measurability, and focusing on the 4Cs, craft beverage brands can use visual storytelling as a vehicle for growth. When your brand’s visuals show not just what you offer but why it matters, you invite customers to be part of your story.

  Embrace storytelling: Let it turn your brand into a compelling choice that customers are proud to support and share.

Employee Training:  It Starts with the Interview

Cyndi
photo showing employee receiving training behind the bar

By: Earl E. Sullivan

In the hospitality industry employees come and go.  If you are lucky, you will have them for several years.  Employees staying in the hospitality sector can often bounce from place to place making training more difficult as well as more important.  With new employees their training is your opportunity to break any bad habits from previous employers and set the standard at the very start of your new relationship.  How your employees treat your customers, their team mates and the business will be a direct reflection on the business and corelate directly to profits.  With that, employee training starts at the interview. 

  First, are you on time?  It sets the expectations that they should be on time.  If you do not set the standard, how will they know the true measure of your expectations.  Are you prepared?  If you are not, why would they try to be prepared in the future?  Are you professionally dressed?  I fully understand that sometimes you have a new hire come in to interview after you just finished with some hard work and you are a little on the purple side.  Take them in the back and show them where you were working and why your attire is relevant to the job you are doing and important for the role that they are seeking. 

  Next, all the same questions apply to the candidate.  Are they on time?  There are reasons why people can be late.  New location that is unfamiliar, traffic or general lack of attention to detail.  For us, late is a red flag.  It indicates that the person did not think through the details of the job interview beforehand and that you are just another job and not a sought-out destination to work.  Are they prepared?  Again, is this just a job or are they passionate about wine or your brand or the industry?  Have they looked at the website?  Do they know what type of beverage you produce?  Do they know some of the common events you do or traits of your business, like being pet friendly?  Did they visit your space prior to the interview to see how your business operates.

   With social media and websites, it is not unreasonable to expect that a candidate would come in knowing something about your business.  It is hard to find the right person but putting the wrong person into the culture with both your existing staff and your customers is worse than being shorthanded.  Someone should want to know where they are interviewing, come prepared and be able to see if it is as much a fit for them as for you.  Unprepared equals not invited back at our facility.  Finally, are they dressed appropriate for your brand.

   Every brand has a style – some are casual, some are edgy, some are old-school.  Trying to fit someone into your brand that does not naturally fit will be a long-term problem for both your team and your customers.  They do not have to have on the trendiest clothes in the business or the most expensive shoes.  However, if you are an edgy brand and they show up in khakis and a button down, you might want to ask some additional questions.

  When you are first looking at candidates, you will get a sense of how well versed they are in customer service and in the trade. But you will also be setting the standards that your company will have if you conduct the interview with the same attention to detail that you provide your customers during service.  In addition, how you treat the prospective employees as well as your main staff will determine how they treat the customers.  They learn by seeing and experiencing the way the current team works.   If you or your team do not smile, do not greet guests, or do not take an interest – why should they? 

  In our business, once we pass the interview stage we put the prospective employee into a trial shift.  This allows them to see the pace of the workplace, engage with the team and see what type of clientele we have.  Many a candidate have not made it past the trial shift because of lack of empathy, unwillingness, or inability to pitch in, (even if they are new) or just a general attitude that does not mesh with the team.  You never want to throw a curveball at your team with personalities unless they are looking for something to add to their current group dynamic.  It is an easy, safe, and cost-effective way to see if this person is going to be a good fit for your team.

  The next step in how you conduct your training is what you type of benefits you provide to the new staff member.  Remember, it takes time and money to train someone.  You want them to stay with you for as long as they can, and to do that they need the prospect for a living wage. 

   Food insecurity and housing insecurity are the two biggest issues facing employees in the hospitality sector.  When they walk into your tasting room or bar and see that it is not busy, they instantly wonder if they will be able to pay rent or buy food.  If they do this enough, they will either need to leave to find more secure wages or get a second or third job.  When an employee has multiple jobs, by nature, they will be split on their loyalties and focus.  Lack of passion for what you are doing or not attending to the details of service lead to compounding problems with the guests. 

  Not everyone can afford full time or salaried employees but what can you do as an owner or manager to make sure that when things are slow the employee has an opportunity to earn or when things are busy, they can bank a little extra money to tide them over during the lean times?   In our facility, our employees have full benefits which come with additional responsibilities.  Not every facility is the same but the cost of training employees and the cost of losing customers from poorly trained employees is real across the board.

Moral of the Story

  The right employee can make or break you.   It is your responsibility to set the tone from the beginning.   Invest time in bringing people on so that you add the right dynamic and personality to your team and your brand.  You can train wine; you cannot train attitude.  And it all starts with you at the interview.  So, take it seriously and use the time wisely.

Contact the author at earl@telayawine.com

Keeping Your Business Safe During the High Season of “Holiday Spirit”

Cyndi
photo showing many patrons at a bar sitting at the bar

By: David DeLorenzo

As the year comes to a close and a new one begins, many bars and restaurants are in their high season. The combination of out-of-towners as well as families and friends gathering to celebrate the holidays can lead to a successful season for those in the hospitality industry. But it can also bring additional safety concerns for business owners. While the holidays are for celebrating and good times, they are no time to get lackadaisical on important safety protocols. Here are some tips and reminders to minimize loss control throughout the holiday hustle bustle:

Train employees properly — Your staff members are the gateway to your success. Many customers will chose an establishment for the customer service. So hiring friendly, welcoming staff is key. However, it’s also important that those employees not only know how to treat the customer, but that they are well-trained in the safety protocols of your business. This extends to interaction with the customer as well as safety protocols in the kitchen. Staff members should be highly trained on not only their area of service (bartender, server, cook, dishwasher and host, for example), but the entire restaurant’s. Ensuring this can help you run a tight ship — and keep everyone safe.

  It’s highly researched and proven that people overconsume more during the holidays, with some sources stating December through March as the range in which alcohol consumption spikes. This is great for business if you are a bar and restaurant owner. However, it can also bring unwelcome consequences if you and your staff are not carefully abiding by the laws and maintaining your own protocols when it comes to serving alcohol.

Maintain camera footage — Having timestamped video footage can truly be a lifesaver in the case of an incident involving customers or staff. Think of video surveillance as a safety net for your business — one that you need to maintain. I highly recommended holding onto camera footage for longer than 30 days, even if you don’t think there was any incident during that time. This can be one of the most persuasive pieces of evidence in the case of a lawsuit and you won’t regret having it if that time ever comes.

Check IDs (and check them twice) — It’s better to be over cautious than under cautious, particularly at this time of year. Overserving is one thing, but overserving a minor is quite another. Make sure servers always check IDs and don’t be hesitant to have another staff member give it a look or ask for a secondary form of ID if there is any question about validity.

Security isn’t seasonal — Depending on the type of establishment you run, consider heightening security during holiday and high seasons. When overconsumption increases, this can lead to poor decisions and aggression. Having added security to support double-checking those IDs and for ensuring no one enters your establishment that has already been drinking in excess can help save your business. It’s also beneficial to hire someone that has a background or experience in security. This role requires brains and brawns.

  The bottom line is that just one claim, at any time of the year, can result in a 50% to 100% increase in your insurance rate for the next year, at least. And for the most part, this is avoidable by taking these simple precautions.

Look Ahead to Set Yourself Up for Success in 2025

Stay on top of your premiums payments — As the holidays come to a close, it’s important that your businesses finances are kept up to date and that you’re making timely payments on your premiums. They are the bedrock of your coverage — not just to keep your policy active, but to ensure that when the unexpected happens, your policy stands strong, ready to protect your establishment. If you keep up to speed on your premiums payments you won’t have to worry about any gaps in coverage that could sneak up on you in the new year.

Have, and be able to access, documentation — It’s also important to make sure your documentation and certifications are in order (and easily accessible) in the event of an audit. It’s crucial to understand that audits are not just about numbers but about ensuring your coverage reflects your reality. This will safeguard your establishment against the unexpected.

  Speaking of documentation and certifications, they are the tapestry of the hospitality industry and the shield of protection for your business. It’s not only important to have them but be able to access them when needed. When looking ahead to 2025, consider upgrading your organization systems. For example, you can invest in an app that allows you to consolidate your documentation and certification into one easily accessible format that you can get to at a moment’s notice. It’s not just about having the proper documentation and certifications, it’s about proving that you have them.

Work with a trusted specialist — End of year is a good time to review your policy, which should be done annually. When doing so, make sure you meet with an experienced specialist that is well-versed in the intricacies of your industry. At the end of the day, the rate is the rate. Unfortunately, this is the result of the amount of lawsuits that occur.

  However, if you find a specialist who works with businesses in your industry, you’re paying for the expertise that they can bring when advising you on your policy. This is invaluable, especially if you ever do get into the unfortunate instance in which a claim is filed against you, a staff member or your company as a whole.

  An experienced and knowledgeable insurance broker can review your current policy to ensure the documents are accurate and that they truly represent your coverage. They can also advise you on the importance of life insurance and buy-sell agreements. For many restaurateurs, these can seem like investments for the future. However, they are actually the lifelines of today, to make sure that your business not only survives, but thrives, even in the case of the unexpected.

  Consider your broker your partner in your thriving business. They will help you through the good times and bad. More than simply selling you a policy, a trusted insurance partner will be able to provide you with peace of mind, assurance, and a shared vision for the future of your business.

So as you head into 2025, make a list — of the things you need to do in the new year to ensure the safety and protection of your business and your staff members — and check it twice.

  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.