The December holidays are here, and that means everyone is in the festive spirit. As the year closes out and a bright new one begins, craft breweries and distilleries have the unique opportunity to tailor their beverage menus to the holidays and to get a jump start on new 2026 trends.
Christiaan Röllich, aka “The Bar Chef,” is particularly experienced in creating cocktails that bridge the gap — or perhaps blur the line — between the kitchen and the bar. Doing so during the holidays, or any time of year, allows guests to enjoy a taste of the season — whether in the glass or on the plate.
“For me, it’s more than just making something that feels like a holiday cocktail,” said Röllich, who serves up incredible cocktails for Hush Public House, a neighborhood hidden gem in Scottsdale, Arizona. “Usually, I start with what’s in season — fruits, herbs and veggies that naturally fit the time of year. I also think about what people are eating and drinking around the holidays and how I can reimagine that in a cocktail.”
He reminds cocktail creators that just because it’s cold out, it doesn’t mean the beverage menu has to be focused on aged spirits. He suggests looking for something a bit unexpected that still fits the time of year. He also finds inspiration in the kitchen and tries to incorporate the same or similar ingredients into his beverage menus, which could be done at a craft brewery or distillery as well. This not only makes for great pairings, but it also supports the use of peak produce and seasonal ingredients.
While he enjoys using such flavors as saffron and truffles, for example, Röllich said that when working with big, rich flavors, “You don’t want one note to take over the whole drink.”
He joked that truffles in particular “don’t play nice with everything, so you really have to think about it and how much you use them.”
Beyond flavor, cocktails should entice the other senses as well, beginning with the eyes. Röllich enjoys the beauty, realness and vibrancy of natural colors sourced from carrots, beets and parsley that scream “please drink me.”
“You won’t need a fancy glass, because the ingredients are talking for you,” he said, but he advised: “The tricky part is that the colors and flavor fade over time.”
Look at ways to keep the natural beauty alive without compromising the flavor or the integrity of the ingredients to ensure the last sip is as eye-catching and fresh as the first.
Cocktail pairing menus are a popular draw for restaurants, distilleries and craft breweries, particularly during the holiday season. For Röllich, a successful pairing begins by breaking down the food menu completely… right down to basic salt and pepper.
“Every herb, spice and ingredient that goes into the dishes matters. From there, I work backward to build the cocktails and see what bridge I can build,” he said. “When you look at pairings, there are two ways you can go. You can match the flavors that are already in the dish and go with that, or you can look at the ingredients and think about what complements it rather than repeating it.”
Finding a balance in texture, mouthfeel and how the drink moves with the food is key to perfect pairings.
With 2026 on the horizon, many establishments in the hospitality industry, from craft breweries to distilleries, turn to the trends to entice current customers, bring in new clientele, and capitalize on what’s hot. One way to do this at the top of the year, particularly with Dry January in mind, is to offer mocktails.
“More guests are taking breaks from alcohol or just quitting drinking altogether,” he said. “What I like about that is it pushes you to be more creative within the limits given to you.”
Röllich believes that beyond specific ingredients and liquors, the biggest trend for 2026 will be a focus on the hospitality experience overall, with budget as a major contributing factor.
“I think the focus will keep shifting more and more towards details and giving guests the full hospitality experience, from the moment they walk in until the moment they leave,” he said. “Trends come and go, but what really matters is how the experience you offer your guests makes them feel. Guests are also becoming more price-conscious. It’s essential to make sure what’s in the glass is thoughtful and worth it for the guest to return and feel good about our transaction.”
Genuine hospitality, the reason many craft brewers, distilleries and restaurateurs get into the industry in the first place, never goes out of style. With more and more options out there, it’s crucial to give guests a reason to come back and to tell their friends about a specific establishment.
This comes down to offering something they can’t get anywhere else, according to Röllich. This can be evident in the details, for example, serving Triple Sec or Cointreau…or making in-house scratch-made orange liqueur.
“That uniqueness, the commitment to doing something extra, is what sets a bar program apart,” he said. “It sounds so much easier than it is. Commitment and execution are everything.”
Whether serving up a festive holiday spirit this season or concocting a one-of-a-kind mocktail for Dry January to help guests maintain their New Year’s resolutions, the core of this business remains rooted in providing something special, something unique that builds a memory and creates a connection. Serving that mentality will always be met with cheers — regardless of what is in the glass.
Christiaan Röllich began his career in the hospitality industry at the age of 15. As his passion took shape, he found himself working for Suzanne Goin at Lucques, considered the No. 1 restaurant in Los Angeles at the time. His interest in building a bridge between the kitchen and the bar grew as he spoke with farmers at local markets about fresh produce, hung out in the kitchens where he worked to engage with chefs, and reinvented cookbook recipes to make syrups and liqueurs. He is the author of “Bar Chef: Hand Crafted Cocktails,” which features 100 original recipes. His passion continues to inspire his endeavors, and he attributes his success to surrounding himself with like-minded people.
During the Colonial era two distinct styles of rye whiskey emerged within the original thirteen colonies: Pennsylvania or Monongahela-style rye and Maryland-style rye. As reported by David Pickerell for the Distilled Spirits Council of the United States, “Since the bulk transportation of large amounts of grain was not practical during this era, the distillers made whiskey from the grain grown on their farm or from grains grown nearby. Corn was not generally native north of the southern edge of Pennsylvania; hence, the distillers made rye whiskey with no corn in it. Monongahela Rye was known for its ultra-high rye content and its full-bodied and spicy nature. Distillers operating in the southern part of America made Maryland-style rye, a mixture of rye with some corn.”
All alcoholic beverages took a significant hit during Prohibition (1920-1933). Most fields that once grew grains used primarily for producing distilled spirits and beer remained unplanted. Following Prohibition, bourbon emerged as America’s drink of choice, made from corn grown especially in Kentucky and Tennessee.
As reported earlier for Beverage Master Magazine, Steve McCarthy, founder of Clear Creek Distillers (now owned by Hood River Distillers) had the distinction of being the first distiller to bring an American single malt to market in the 1990s. Since then, Pacific Northwest distillers have been at the forefront of the American Single Malt Whiskey revolution.
However, in recent years, an increasing number of distillers have included a rye whiskey in their spirits portfolio. The following are a few curated profiles of rye whiskeys from this region that highlight the diversity of Pacific Northwest rye whiskeys.
Browne Family Spirits (Spokane, WA): Their Special G Rye Malt Whiskey made with 100% Spokane Valley malted rye is part of their new Farm series that displays the creative vision of Master Distiller Aaron Kleinhelter and highlights Washington’s exceptional local grains.
The Distillarium (Yakima, WA): The mashbill for their Straight Rye Whiskey consists of 95% Gazelle Rye and 5% Malted Barley for a full-bodied bold taste and a medium finish. This whiskey is aged for a minimum of five years in #3 and #4 char American Oak barrels before being bottled uncut and unfiltered at 90 proof. In addition, they make a straight rye small-batch whiskey made from central Washington rye that’s aged for at least three years in charred American Oak barrels. Also, they have a cask strength of rye (109 proof) aged for six years in the works that will be called Rayzer’s Edge.
Freeland Spirits (Portland, OR): Inspired by her love of whiskey and a desire to highlight Oregon’s terroir, Jill Kuehler founded Freeland Spirits with the goal of producing a rye whiskey. As she notes, “The spice flavor along with the grassy, herbal notes really highlight the best of Oregon farm fields in a bottle.” Also, rye whiskey is used in her favorite Old Fashioned cocktails. A true embodiment of the state’s rich agriculture and dedication to quality, Kuehler’s journey begins in the heart of Oregon’s fertile fields. She partners with Camas Country Mill to select heritage and ancient varieties of rye, barley, and buckwheat that are stone-milled into a coarse flour to preserve full flavor. Their latest rendition of rye whiskey is bottled in bond, distilled at 100 proof, and aged for four years in New American Oak barrels with a mashbill consisting of 75% organic dark northern rye, 20% organic purple karma barley, and 5% organic buckwheat.
Glacier Distilling Company (Coram, MT): Their decision to produce a rye whiskey stemmed from their quest to recreate an old moonshiner’s recipe from Josephine Doody. This former dance-hall girl was a moonshiner in the late 1800s and early 1900s, and the spouse of Dan Doody, who was the first park ranger for Glacier National Park. Their North Fork rye whiskey (92 proof) made from a single-origin organic rye from Vilicus Farm (Havre, MT) and pure glacial water from the Northern Rockies is named for the wild North Fork of the Flathead River that runs from a remote corner of British Columbia to Montana. The mashbill for this rye consists of 51% rye, 24% malted rye, and 25% corn. They choose this combination to take advantage of the bigger earthy flavors that the malts provide along with a little sweetness from the corn. This whiskey is aged in 15-gallon #3 char white oak barrels from the Barrel Mill (MN) for at least two years and then finished in a solera system. As described on their website, “Younger whiskey is blended with older whiskey in the solera, which is never fully emptied, ensuring a smooth, consistent flavor. Their solera, started in 2011, still contains some of the original whiskey.”
Also, they produce a limited release called Bad Rock that uses the same grain bill as their North Fork Rye but it’s a cask strength rye aged for an additional year in a #4 char barrel. Their future plans include a 100% rye whiskey that’s currently aging in barrels.
Heritage Acres Distilling (Abbotsford, BC): Since rye whisky is considered to be the true Canadian whisky, they wanted to participate in their Canadian heritage by producing a world-class spirit that highlights their part of the world. With their QuickDraw Whisky – The Outlaw, they strove to produce a product where consumers could really “Taste the History” of this whisky. On their website, they describe this rye whisky as a “bold and adventurous spirit that tells a rebellious tale,” and adding “it’s best savored neat to appreciate the full complexity of this spirit. All ingredients for this whisky are sourced in BC with the distillery producing some ingredients in Abbotsford.
New Deal Distillery (Portland, OR): According to co-founder, Tom Burkleaux, their Distiller’s Reserve Straight Rye Whiskey embodies their grain-to-glass approach to producing craft whiskey. The current release of this rye whiskey has a mashbill consisting of 72% dark northern rye sourced from Eastern Oregon, 17% unmalted barley, and 11% malted barley. This combination gives their spirit an earthy texture that recreates the classic Kentucky Rye while playing with a bit more depth of flavor and more focus on the grains. This spirit is distilled in a single pass through their 3-plate brandy column still and then aged for five years in #2 char new American oak barrels.
In addition, they produce 40 Acres Straight Rye Whiskey (90 proof), courtesy of Karl Rohdin-Bibby; an avid whiskey enthusiast and distiller at New Deal Distillery. While Burkleaux admitted he didn’t think about barrel finishing, he discovered that Rodin-Bibby’s use of Oregon wine barrels to finish this spirit brought out different flavor combinations. Also, they produce small releases of up to three barrels where they experiment with different mashbills and distillation styles.
New Basin Distilling Company (Madras, OR): Since Rick Molitor’s grandpa only drank rye whiskey and he loves this spirit, he decided to make his own. The name for their whiskey “Resignation Straight Rye Whiskey” stemmed from his decision to resign from one excellent job as superintendent of Jefferson County 509-J Schools and ESD in 2017 to begin another one with the first edition of this whiskey released in July 2017. The Oregon heirloom rye used in their Straight Rye Whiskey made with 100% rye comes directly from their farm in Madras and is then ground on site. Molitor mashes, ferments, and distills with the grain still in the mash. He observes, “This process gives amazing tasting notes though great attention is needed to ensure it does not foam or scorch during the cooking and distilling process.”
Oregon Spirit Distillers (Bend, OR): When Brad Irwin launched Oregon Spirit Distillers with his wife Kathy in 2007, he wanted to feature a rye in his portfolio as he was drawn to the spicy flavor profile inherent in rye whiskey and the history of the Sazerac cocktail in particular. When he produced 12 barrels of wheat whiskey and six or eight barrels of rye whiskey during their first year, Irwin realized how much harder the process was for making the mash bill for making the mash for rye whiskey in comparison to wheat whiskey.
Also, given that rye does not produce the same yield per acre as other grains, Irwin quickly learned from a farm broker that he needed to lease land to guarantee farmers would not lose money by growing rye. So, he contracted 160 acres from farmers near Hermiston, Oregon where they grow the rye variety called Hazlet. Irwin chose this variety as it grows well in Oregon’s desert climate and has good starch content.
The mashbill he developed that they still use today contains 100% rye. According to Irwin, “We were making a product for the person who really wanted all the flavors of rye. So, we didn’t want it to be chained down by other grains that might soften the big red flavor profiles.”
Their rye whiskey is aged for four years in new American white oak barrels and bottled at 90 proof. Also, they’ve released a 100-proof bottled-in-bond version of this rye. In 2025, they experimented with a wheat-rye by blending some of their 100% rye with their wheat whiskey as an introductory rye whiskey for those consumers new to the taste of rye. Also, Irwin hosts the annual Oregon Whiskey Festival, a celebration of the state’s best whiskeys. As Irwin opines, ” I really do believe Oregon has the resources to make great whiskey such as great grain, whether it’s corn, barley, and fantastic water.
Stone Barn Brandyworks (Portland, OR): Sebastian Degens describes his rye whiskeys as exceptionally smooth due to his focus on getting good barrels that create harmony with the spirit from start to finish. All his whiskeys are distilled on their Kothe pot still to coax pure grain flavors and rich sweetness out of each batch. There’s no set time for how long a whiskey ages, as he relies on smell and taste to determine when a particular spirit is ready to bottle.
Most of his rye whiskeys are made with 100% dark organic rye that Degens originally sourced from Bob’s Red Mill but he now sources from Dave’s Killer Bread and other local sources. Also, he has been experimenting with a dark rye malt in the mash bill that adds a coffee-like finish and deep roast character to the spirit. In addition, Degens sources the rye used for his Nocino and Peach Rock & Rye from Oregon Spirit Distillers as he likes Irwin’s approach to distilling and trusts his sources.
Because rye produces less yield per pound than other grains like corn, Degens explains that this leads to a higher cost per barrel. However, as he opines, “In the end of the day, I like, you know, it’s what I like to drink, so that’s what I like to make.”
PNW Rye Whiskey Blends: Those wishing to offer a rye whiskey without the complications involved in distilling this tricky and sticky grain choose to source their base rye spirit, which they then finish to create a spirit infused with their unique imprint. For example, Wildwood Spirits Co. (Bothell, WA) features a Rendition Rye. Inspired by owner/distiller Erik Liedholm’s grandmother. She was an accomplished violist and played many renditions of classical works with her deft spin. Since the rye is not our composition, per se, but as they added our own spin, they decided “Rendition” would be an apt name. For this spirit, they purchase five-year Rye from MGP in Indiana which they make their “theirs” by completing the aging in one of their used bourbon barrels. Also, they’ve produced an Oloroso Sherry barrel finished rye.
Also, Doc Swinson’s Whiskey (Ferndale, WA) takes a chef’s approach: sourcing exceptional American whiskeys from MPG, then finishing and blending them in-house using rare and globally sourced casks—like Caribbean rum, Oloroso sherry, and Cognac—to craft complex, expressive profiles. Their goal is to create rye whiskeys that are approachable and complex, without sacrificing the bold character that makes rye special.
At the end of February, I shared my first post on whisky flavour chemistry. It was meant as a small experiment.
I wanted to see if breaking complex science into clear, visual stories could help others understand what really shapes a spirit. What I didn’t expect was how far it would reach.
Since then, Spirit Chemistry has grown into a community of over 15,900 people. Distillers, educators and flavour-curious readers from all over the world. What started as one post has become a long-term project to map how chemistry becomes flavour.
To make it easier for people to follow along, I’ve brought everything together in one place.
Both are free to explore and capture everything I’ve been learning and sharing since this began.
How I’ve structured it
To make flavour science easier to follow, I’ve broken it down into mini series. Each one explores a different stage of production or a specific theme. Together they show how chemistry becomes taste.
🌾 Grain Chemistry
Grain is more than a source of sugar. It sets the foundation for everything that follows. Barley brings enzymes and malt sweetness. Corn adds smoothness and gentle fruit. Rye delivers spice through ferulic acid and phenol formation. Oats bring lipids and beta glucans that change texture and mouthfeel.
In this series I looked at how starch, protein and lipid composition influence fermentation and distillation outcomes. Choosing the right grain is as much about chemistry as tradition.
Check back next month for the continuation of this series!
In today’s competitive craft beverage market, packaging involves much more than just putting your beer or spirits into a functional container. Packaging makes a powerful statement about your brand’s story, values and commitment to the planet.
Modern craft beverage enthusiasts are drawn to products that evoke an emotional response and that stand out among the crowd in unique ways. Consumers have also become increasingly interested in supporting brands’ sustainability endeavors centered on recyclable and biodegradable materials in a circular economy.
To learn more about current trends in craft beverage packaging, Beverage Master Magazine connected with NEENAH, a world-class manufacturer of premium printing, packaging, label and specialty papers.
Packaging & Consumer Perceptions
Jennifer Dietz, NEENAH’s Label & Folding Board senior product manager, explained to Beverage Master Magazine how label design can be a powerful tool in shaping consumer perception. Headquartered near Atlanta, Georgia and with multiple U.S.-based manufacturing facilities, NEENAH’s offerings include label, box wrap, folding board and more. The company focuses on elevating brands through specialty and custom packaging substrates that demonstrate their uniqueness and communicate their brand ethos.
“Color and texture can instantly communicate brand values such as authenticity, luxury, sustainability or innovation,” Dietz said. “Uncoated labels, for example, offer a tactile, natural feel that conveys uniqueness and craft, helping products stand out from mass-produced alternatives.”
“Since most labels are a shade of white, introducing color or texture can dramatically enhance shelf appeal,” she continued. “NEENAH Label Papers can be manufactured in a variety of colors and textures, while offering consistent quality across production runs, ensuring brand integrity is maintained from run to run.”
Dietz also explained how secondary packaging plays a significant role in elevating brand presence.
“For spirits and premium beverages, a well-designed box can create strong shelf impact, signal quality and make the product instantly giftable,” she said. “Uncoated papers in rich, deep tones, can evoke sophistication and intrigue while offering a premium end-product with no white edges. NEENAH® Folding Board offers a collection of 13 in-stock colors, including boards made from 100% post-consumer waste and pearlized finishes, as well as other options.”
NEENAH’s Craft Beverage Label Options
NEENAH offers three label products, all of which are made to order and customizable.
Dietz said that NEENAH’s ESTATE Label® is the market-leading trusted brand for uncoated wet-strength labels. It is most often used for wine and is manufactured in 60-pound text weight. The standard offering includes an expansive selection of 11 colors and five distinctive finishes.
Secondly, there’s the BELLA® Label, which is a lighter-weight label but also manufactured with wet strength, with a 47-pound text weight. This label provides an authentic, hand-crafted look that is perfect for craft beverages.
Finally, NEENAH’s CLASSIC® Label is a premium label without wet strength, making it ideal for red wines, spirits and jar labels. This label offers a crisp, clean and elegantly uncoated solution for a variety of label and packaging needs.
Dietz elaborated on the concept of wet strength for labels and its importance for label stock. She said wet strength is a label’s ability to maintain its integrity and adhesion in moist environments such as refrigerators, coolers or ice buckets.
“It is a critical performance feature for products like beer and white wine, which are frequently exposed to condensation or submerged in ice,” Dietz said. “While wet strength doesn’t alter the visual appearance of the label, it plays a vital role in the manufacturing process. Specialized additives are used to ensure the label resists tearing, wrinkling, or detaching when wet, preserving both brand presentation and product durability.”
She also shared that NEENAH’s uncoated label stocks are engineered to perform just as well as the coated alternatives.
“NEENAH Label Papers offer exceptional dimensional stability, ensuring precise registration for intricate designs,” Dietz said. “Uncoated papers also excel with embellishments like foil stamping and embossing, which tend to pop more vividly against their uncoated surface. Additionally, they work seamlessly with die-cutting equipment, making them a versatile and reliable choice for high-impact label applications.”
Sustainability in Craft Beverage Packaging
Like many other brands serving the craft beverage market, NEENAH offers recycled and alternative fiber products to its customers as part of its focus on reducing its environmental footprint. Beyond just labels, there are various ways that breweries and distilleries can incorporate sustainability into their product packaging.
Craft beverage packaging must be sturdy enough to protect the products during transport and visually appealing on store shelves. However, there is also an industry push to address concerns around single-use items that require extensive resources to produce and often end up in landfills. Options like compostable six-pack rings and fiber-based carriers provide beverage producers with more choices beyond traditional plastic, allowing them to minimize pollution risks without compromising strength or aesthetics.
Planet-Friendly Packaging Options to Consider
There are biodegradable packaging materials available for the craft beverage industry, including plant-based plastics, molded pulp and compostable films. Beverage producers can also opt for packaging materials made from recycled materials to reduce their reliance on raw resources. Examples include aluminum cans with a high recycled content, recycled glass bottles and corrugated cardboard carriers.
In addition to choosing packaging materials made from recycled materials, you can take your commitment one step further and prioritize packaging that can be recycled after use. Many municipal recycling systems accept aluminum cans, clear glass, paperboard cartons and certain types of plastic. It’s also helpful to label your beverage packaging with straightforward recycling instructions so that consumers instantly understand how to recycle it without confusion.
An emerging concept to grasp is the closed-loop recycling model, in which packaging is designed with a mindfulness of circularity. Refillable glass programs and returnable aluminum growlers are examples of collection initiatives that keep packaging materials in continuous use, rather than discarding them. Technology is also aiding this effort with QR codes and smart labels that track the lifecycle of packages and add a sense of accountability and transparency to consumer exchanges.
Not only is eco-conscious packaging a practical and responsible choice, but it’s also a marketing opportunity. By advertising planet-friendly practices on your beverage labels and website, you share your sustainability values with the public. These subtle stories will resonate with many of today’s beer and spirit connoisseurs, helping them to connect with your brand on a deeper level.
Looking Ahead to the Future of Craft Beverage Packaging
This is an exciting time in a new era of craft beverage packaging innovation, particularly as technologies continue to improve and companies strike an optimal balance between functionality and environmental responsibility. Packaging has become a platform for brand storytelling and customer engagement. Meanwhile, researchers have been exploring the potential of next-generation biodegradable materials that leave behind little or no waste.
There are also specific design trends emerging in the craft beverage packaging industry, such as minimalist labels, lightweight bottles and reduced ink usage. These shifts represent further movement toward eco-friendly packaging choices and connecting with consumers who would like their purchases to align with their personal values.
Meanwhile, we expect that some policy and regulatory changes will influence craft beverage packaging in the years ahead. Some state and federal governments have already introduced or are considering stricter requirements on single-use plastics. As a result, craft beverage producers may face heightened obligations and responsibilities to reduce their landfill waste, while also being incentivized to use recycled materials during production. By anticipating and adapting to these regulatory changes early on, beverage makers can avoid compliance headaches and position themselves as industry leaders in an increasingly competitive and mindful marketplace.
If your beverage brand is looking for more from your packaging than just safely transporting products from one place to another, innovative companies like NEENAH can help. Your packaging choices will undoubtedly influence your customers’ perception of your brand and help people understand why making beverages is your passion. Crafting a delicious beverage is just part of the story, as packaging it in a memorable and responsible way ensures that your company will have a positive and lasting impact.
Why Is the Craft Beverage Industry Competitively Restrained?
By Ethan E. Litwin
Since the 1980s, the U.S. craft beverage industry has expanded dramatically. Breweries grew from fewer than 100 in the early 1980s to nearly 10,000 today. The U.S. spirits industry shows a similar trajectory, rising from under 100 licensed distilleries in the 1980s to over 3,000 today. The U.S. wine industry experienced earlier momentum after the 1976 “Judgment of Paris,” yet still only had about 2,500 vineyards by the early 1980s. That number has since grown to nearly 12,000.
Despite this remarkable expansion, most craft producers remain small. Craft brewers typically produce under 7,500 barrels annually, while craft distilleries typically produce fewer than 250,000 proof gallons per year. These small producers face competition from dominant incumbents: two brewers control about 65% of the market, with output exceeding 6 million barrels each, while large distilleries produce more than 8 million proof gallons annually. U.S. vintners also generally remain small, producing fewer than 60,000 wine gallons annually, while their largest competitors produce more than 15 million wine gallons.
One of the most consistent challenges for small-scale producers has been distribution and market access. Simply put, making a high-quality beer, wine, or spirit is only half the battle—getting it into the hands of consumers via restaurants, bars, or retail shelves is often far more difficult. This article outlines some of the major challenges faced by small producers and suggests some avenues on how the system may be changed, or challenged.
Regulatory Barriers to Competition
The Legacy of Prohibition: The largest obstacle for small producers is the U.S. alcohol distribution system itself. After Prohibition ended in 1933, most states adopted a “three-tier system,” which separates producers (tier one), distributors/wholesalers (tier two), and retailers (tier three). Under this structure, producers are generally prohibited from selling directly to retailers or consumers, except under limited circumstances such as on-site taprooms, tasting rooms, or, more recently, direct-to-consumer shipments in some states.
The three-tier system artificially enhances distributors’ importance—distributors often control key customer relationships, point-of-sale marketing, and product placement decisions. The architects of the three-tier system envisioned a competitive marketplace where distributors would compete for producers’ business on the price, scope and quality of their services. State franchise laws, however, significantly restrain that competition by restricting the ability of producers (generally brewers, but often in other sectors as well) to switch distributors without proving “good cause,” a dauntingly expensive and time-consuming endeavor. These laws inevitably created a misalignment of incentives, reducing distributors’ investment in marketing new or smaller brands—the very craft producers who generally lack the ability to terminate their distributors for cause.
Most states also impose price controls on distributors in the form of “post-and-hold” rules, which require distributors to “post” their prices with state authorities and then “hold” those prices constant for a period of time. During the hold period (typically 30-60 days), producers are prohibited from engaging in any form of price competition. Some states all for limited “meet-but-not-beat” competition, which allows for price-matching, but continues to prohibit distributors from undercutting rivals’ prices. Although most states do not directly control prices set by distributors, some states have adopted uniform pricing rules, prohibiting distributors engaging in price discrimination downstream by charging different prices for the same product to different retail outlets.
While these rules are clearly anti-consumer in effect and in intent. Prohibition may have ended in 1933, but concerns about alcohol remained and states actively sought to manipulate market prices to discourage the consumption of alcohol. It is hard to think of another American industry where regulations are specifically designed to restrain price competition and increase consumer costs.
Antitrust Enforcement Failures
The Problems Caused By Distributor Consolidation:
Ironically, the three-tier system was intended to prevent market foreclosure by a dominant, vertically integrated producer, while state franchise laws were intended to protect distributors from the whims of powerful producers. But as the distribution sector has consolidated, the few remaining distributors have tended to prioritize brands with high volume, national recognition, and strong marketing budgets. A small craft brewery or distillery will struggle to get attention from distributors compared to giants like Anheuser-Busch (ABI) or Diageo.
Another barrier is the consolidation of the wholesale industry. Over the past several decades, wine and spirits distribution has become dominated by Southern Glazer, which operates in 44 states, and Republic National Distributing Company (RNDC), which operates in 35 states. The next largest competitor, Breakthru Beverage, operates in only 13 states. Southern Glazer and RNDC command national networks and wield enormous leverage with retailers. The situation is no better in the beer segment, where independent distributors are typically affiliated with either ABI or Molson Coors. ABI, however, is now vertically integrated in many key states and its wholly-owned distributors do not carry third-party brands other than a handful of very small local brands. Accordingly, in markets where ABI’s wholly-owned distributor is present, craft brewers are forced to deal with a monopolist—the independent affiliated with Molson Coors—to gain market access, with predicable results.
For small producers, signing with a distributor is often seen as a milestone—but in practice, many end up buried in vast portfolios. A small distillery’s gin may compete for the same distributor’s attention against dozens of other gins, including global brands with multimillion-dollar marketing budgets. Without aggressive representation, small brands get little visibility, and sales stagnate.
Competition for Shelf and Tap Space
Even if a distributor agrees to carry a small producer’s product, there remains the issue of limited space at the retail or restaurant level. Supermarkets and liquor stores typically allocate shelf space to brands with strong consumer demand or to those offering better promotional support. Large producers can incentivize retailers with discounts, rebates, and marketing dollars, effectively buying visibility. Small producers rarely have the financial muscle to compete. Without marketing support, distributors and retailers often deprioritize smaller brands. Even when products make it onto shelves, they may sit unnoticed among hundreds of competing SKUs. Shelf placement matters enormously—a small brewery’s seasonal IPA stuck on the bottom row may never be seen by casual shoppers. For restaurants and bars, education is key. Servers and bartenders are more likely to recommend a product they know. Yet small producers often lack the resources to run training programs, provide free samples, or sponsor events at scale.
Similarly, bars and restaurants often have limited tap handles, wine lists, or cocktail menus. A bar might have 20 taps, but a distributor may push them to feature a national brand lager and IPA, squeezing out smaller craft options. Wineries face the same issue with wine lists: Many restaurants lean toward recognizable labels that reassure consumers, leaving little room for lesser-known vineyards.
Consolidation in Adjacent Markets Threatens the Viability of Craft Producers
Distribution challenges are compounded by the financial realities of small production. Craft breweries, distilleries, and vineyards typically operate with slim margins. The costs of raw materials, labor, equipment, compliance, and packaging leave little room for the kinds of marketing and promotional spending that larger competitors deploy.
For example, the cost of aluminum beverage cans has risen sharply in recent years due to a combination of industry consolidation and trade policy. The aluminum can market has become increasingly concentrated, with just three suppliers—Ball, Crown Holdings, and Ardagh— controlling more than 80% of U.S. can production. On the raw material side, a similar pattern has emerged: Only a handful of rolling mills, led by Novelis and Constellium, dominate domestic aluminum sheet supply. In these highly concentrated markets, buyers have limited ability to negotiate price as demand for cans has surged and supply bottlenecks have emerged. At the same time, the Section 232 tariffs first imposed in 2018 added a 10% surcharge on imported aluminum, effectively lifting domestic prices as well since U.S. producers peg contracts to tariff-inclusive benchmarks. This year, the situation has become worse as tariffs have progressively increased and currently stand at 50%. Together, these dynamics have pushed can costs up by double digits over the past five years, making packaging one of the fastest-growing expenses for brewers, distillers, and vintners. While large producers with established brand presence can pass on these costs to consumers, smaller producers seeking to gain traction in a crowded marketplace may be forced to absorb a greater percentage of these costs.
Solutions
There is no single solution to the competitive problems in the beverage industry. First, wholesale changes to the regulatory structure governing the distribution of alcoholic beverages. In addition to permitting self-distribution and direct-to-retail sales, the rules governing distribution should be amended to prohibit the sort of exclusive contracts that tie retailers and bars to dominant brands. Pay to play schemes, such as tap handle exclusivity and shelf space payments should be broadly prohibited. Direct to consumer sales, widely practiced in the wine industry, should be expanded to include craft beer and spirits along the lines of recent legislative initiatives adopted in New York and elsewhere. A federal law enshrining direct of retail and direct to consumer sales would also reduce the compliance headaches created by differing regulations at the state level.
Regulatory reform, however, may not prove to be sufficient to create a truly competitive marketplace where craft producers can flourish. Even without changes to regulations, anticompetitive practices can be challenged under the antitrust laws by federal and state enforcers, as well as by private companies acting alone or as part of a class action. There are several potential grounds for antitrust enforcement. Exclusive dealing contracts that favor large producers over craft competitors (e.g., denying such producers access to shelf space, taps, or distribution) can be challenged as an illegal market foreclosure. To the extent that large producers and distributors have entered into agreements that result in the exclusion of craft competitors at the distribution or retail levels, those agreements can be challenged as illegal group boycotts. Tap handle exclusivity, shelf space payments and other pay to play schemes can similarly be challenged under the antitrust laws without any further changes to regulations. Even corporate transactions, such as the acquisition of leading craft producers by large established producers, can be challenged under the antitrust laws if the effect of those acquisitions will be to substantially foreclose distribution channels for competing craft producers, forcing them to use smaller, less efficient distributors who are typically unable to secure comparable placement at retail stores—all while increasing the costs of such distribution. Finally, antitrust enforcement in packaging and logistics markets can also help to reduce costs that are disproportionately borne by craft producers.
These issues are not hypothetical. Following its investigation, the Federal Trade Commission, which typically takes the lead on antitrust issues affecting the spirits industry, sued Southern Glazer at the end of last year for price discrimination, alleging that the distributor was offering preferential discounts to large chains making competition from small independent retailers more difficult. For its part, the Department of Justice, has uncovered evidence that large brewers use a combination of anticompetitive practices to obtain exclusive distribution, which inhibits the ability of craft brewers to expand sales. These efforts are important, but more work must be done in order to level the playing field for craft producers.
Conclusion
Marc Farrell, the founder and CEO of Ten to One Rum, is one of the lucky ones. Through a combination of passion and business savvy, his brand is breaking through in a meaningful way. But Marc increasingly feels like it is becoming impossible for new brands to get to market. The system, he notes, is set up to favor large incumbents. “The U.S.,” Marc observes, “is the most forward thinking business environment in the world. But spirits is an outlier.” Beholden to antiquated regulations and largely denied direct access to retail customers and consumers, craft brands are “flying blind.” If this remarkably innovative industry is to survive long-term, systemic change is needed.
Smart financial moves for beverage businesses to consider before the end of the year.
By Raj Tulshan, Founder & Managing Partner, Loan Mantra
In today’s economy it might seem like the best action is to remain still. To take little or no financial action at all. But this can be detrimental to your business. Even though inflation and interest rates are high, there are still smart financial moves that your beverage business can make now for continued success.
Interestingly, a Harvard Business Review article studied the specific actions of companies during recessionary periods.1 They measured the specific actions companies made during this time and the outcomes. It was found that a certain combination of decisions that company leaders made during this time made them more profitable coming out of and after the recession. The article states, “These companies acted progressively by deploying the right defensive and offensive moves to reduce costs selectively by focusing more on operational efficiency than their rivals do, even as they invested relatively comprehensively in the future by spending on marketing, R&D and new assets.” It is also interesting to note that successful companies cut operational waste versus people.
With these factors in mind, here are some financial moves to consider:
Capital Forecasting & Expenditures
Now is the time to forecast capital, credit and cash flow needed for the next 18 months. Consider new product development, seasonal and holiday spikes and shore up any money you will need. Consider USDA Value-Added Producer Grants (VAPG) for breweries/distilleries and state-level agribusiness/craft beverage incentives.2 Lock in long-term financing now while money and loans are readily available. Fintech platforms like those at loanmantra.com allow you to compare multiple lenders and access capital faster.
If you need new equipment the tax incentive, or bonus depreciation rate, is better this year than in 2026. In 2026, the rate is set to decrease to 20%, before being eliminated in 2027. If you plan to make large capital expenditures, consider accelerating them to take advantage of the more favorable depreciation schedule.
Partnerships & Growth
With many businesses struggling, establishing a partnership or acquiring another company might makes sense. As companies are forced to close, their customers will be looking for alternatives. Surprisingly, now is a great time to buy commercial real estate. Commercial real estate values are shifting where some markets are offering bargains for businesses ready to buy or lease. There may be less competition for prime locations. Less buyers also means that you have more negotiating power. And although interest rates can go down, you can always refinance the property.
Consumer Trends & Experiential Marketing
Identify which of the most current consumer trends apply to your customer base and market based on that. According to current reports, what appeals to consumers is community-based localism and having a unique experience with a brand. An example of promoting this could be a campaign like, “Drink Local, Support Local Farms.” Or tell a farm-to-glass story that resonates with inflation-weary but community-focused buyers. Taprooms, tasting rooms, tours and events provide higher margins than wholesale. Use digital tools to build brand engagement like TikTok Reels to showcase behind the scenes brewing, mixing and bottling. Encourage User generated content of customers drinking your brand with a hashtag that you share on social media channels.
Operations & Expense Management
Secure contracts for supply and pricing of ingredients early: hops, malt, fruit, glass can be volatile. Partner locally when and if possible. Aluminum can shortages are easing—explore canning over glass where margins allow. Eco-friendly packaging wins grants + consumer loyalty. Use part-time/seasonal labor during peak events. Upskill staff to cover multiple roles (bartender + tour guide).
Sales & Distribution
New distribution channels are only limited by your imagination. Test the places you think would be ideal for your products’ expansion. Here are some places to start: retailers, grocery stores, specialty shops, farmers markets, events management firms and catering companies. Another alternative is providing a beer truck for hire, keg with delivery (keg on legs) or other creative service. It’s about creating additional revenue streams. And as some states allow direct to consumer (DTC) sales, more opportunities arise.3 Beer of the month and subscription boxes offer consistent sources of income coming in.
Tech & Innovation
Look at the ways other industries are using AI and Data and learn from the good examples. For example, many businesses use AI for sales forecasting and seasonal product planning. Also look at different resources that are used by other craft brewers like: WriteCream Label Writer, BrewFather and BrewTarget, if you haven’t already explored these. And think outside the box. Many restaurants use QR codes for menus but how about using digital tip jars to streamline the taproom
experience? Or using customer relationship management systems to segment tasting room customers for targeted offers? And many brewers use sustainable business practices in the manufacturing process. Have you considered looking at grants that might apply to green technology that saves water, and energy?
Navigating the financial landscape of 2025 requires strategic planning and a keen eye on both current trends and future opportunities. For your beverage business, this means actively engaging in capital forecasting, taking advantage of tax incentives and exploring partnerships that can drive growth. By focusing on consumer trends, such as the demand for local and unique experiences and optimizing operations with eco-friendly practices, you can position your business for success despite economic challenges.
Leveraging new sales and distribution channels, including direct-to-consumer options and embracing tech and innovation can open additional revenue streams and improve efficiency. As you implement Remember that the key to thriving in a fluctuating economy is adaptability and a proactive approach to seizing opportunities as they arise.
By considering these financial moves, your beverage business can not only weather the economic uncertainties of 2025 but also emerge stronger and more competitive in the market. To contact the author, visitloanmantra.com or connect athttps://www.linkedin.com/in/tulshan/
Summer is over, and it is time to turn a new leaf and usher in all things pumpkin spice.
By Hanifa Sekandi
Autumn represents a season of renewal and rest. A time when people are ready to slow down after the summer rush of vacations and outdoor sun activities. Many households are a lot quieter with the return to school. So, of course, beverage marketing must pivot. ‘Tis the season for a fall branding upgrade! There are many directions that a brand can go during the fall. There is also more than one opportunity to capture your audience’s attention, unlike summer. Yes, summer beverage marketing is fun, but it does not provide as many opportunities to appeal to different consumers as fall does. Some may disagree because summer fun is full of outdoor adventures, festivals, and barbecues where the drinks flow endlessly. But, beyond the typical summer beverage themes, what else is there?
As we dive into fall marketing upgrade strategies, it is apparent why fall is a noteworthy contender for beverage sales in October and November. Basically, do not count this time of year out. Do not limit your beverage marketing budget to July, August, and December. Understandably, these months are quite favorable for beverage sales. In beverage marketing, it is important to play the long game, so every month counts. A great example of fall beverage marketing that has taken over fall is the pumpkin-spiced latte.
When Peter Dukes, a product manager at Starbucks, pitched the idea of a pumpkin-flavored beverage inspired by the essence of autumn and the dessert associated with it, pumpkin pie. He unboxed a fall marketing and cultural phenomenon. Opportunities in marketing always present themselves; it is up to brands to be bold and seize them. Your consumer already shows you what they desire; it is up to you to read their cues and deliver. Great marketing is wrapped in nostalgia. People love comfort and familiarity. The pumpkin-spiced latte reminds people of Granny’s pumpkin pie, topped with whipped cream, a treat enjoyed in the fall and the winter months. So, let’s upgrade!
Thematic Upgrades
Sometimes your brand needs a theme. Start brainstorming themes that are synonymous with the fall. Think of every possible symbol or activity that comes to mind when you think of this time of year. Delve deep into your childhood memory bank. What good fall memories do you cherish? How does it make you feel? The goal is to evoke an emotional connection to your fall marketing campaign. It is about creating something familiar, more so than something outrageous or bold, as you did for summer campaigns. The summer is about a lot of noise, more action. The fall is about comfort and slowing down. Is your cider a warm, cozy beverage? What is your beverage best paired with? An apple pie-flavored cider would be a hit beverage. For those who love apple picking, warm apple pie, or warm apple cider, once the leaves develop an orange and golden hue, this would be a go-to beverage. You could create a thematic campaign, “all things apples,” that includes activities and recipes.
When you craft your campaign around a theme, it allows you to create a story. A story that supports all your marketing verticals. This includes hosting experiential events to support your theme. Maybe you can partner with an orchard for a brand takeover. At this event, you can serve both alcoholic and non-alcoholic ciders. Beverage bands in the RTD non-alcoholic space should absolutely take advantage of this opportunity. An event that will include fall activities like apple picking, a storefront to purchase apple pie or crumble, and merchandise that complements your theme. Some apple orchards also have a farmers’ market on site, a great way to showcase your beverage by giving samples, and where patrons can purchase it. According to the Apple Association, there are approximately 600 orchards in New York. This is just one state! An outside-the-box idea, but a timely seasonal campaign.
This theme can also shift to pumpkin patches and hayrides. A theme that also extends to Halloween. The use of pumpkin is already popular; it will be easy to entice pumpkin-spiced latte enthusiasts. You can target three different consumer groups with an apple-themed marketing campaign, a pumpkin campaign, or a Halloween campaign all at once.
Ambient Upgrades
Sometimes it is all about a vibe. Think of this strategy the way an interior designer views upgrading a room in someone’s home. Or better yet, your consumer who most likely loves to shop for seasonal fall decor. How can your beverage complement their ambient upgrades, elevate their space, and add to the fall atmosphere they would like to create in their home or at a gathering? Is this a beverage that can be displayed on their table next to a delicious charcuterie board? When people walk into the store, does your beverage send cues to the buyer? Is it autumn?
Packaging adorned with fall colors or imagery and symbols will metaphorically speak to this consumer. Sometimes, it is an unconscious symbolic cue that draws people to beverages packaged for the season. It is due to familiarity. What matches their fall decor, what would add to the moment, or enhance the experience? If they are going for cozy fall vibes, when they spot a product, even a beverage that is associated with this, it will incline people to purchase it. It is the same feeling that is evoked when people buy an apple or pumpkin-flavored coffee from the grocery store, and cookies they will store in a jar with fall artwork etched on it, purchased from a home decor store.
Keep in mind, the product still matters. Your beverage should taste good. Quality ingredients are still the star of the show. Hopefully, your fall beverage campaign performs well, and consumers look forward to it every fall like a pumpkin-spiced latte. Imagine being the RTD of the season or the cider that people must buy as soon as September 22nd hits?
Ambient upgrades allow you to elevate your packaging. It is a great time to be creative and add a little glitz or glamour to your branding.
Everything Upgrade
As mentioned earlier. Your fall marketing upgrade can be all things fall. Create a storyline for your marketing campaign. Starting with apples and then segwaying to pumpkin, a bit of Halloween, and even Thanksgiving. Dub this the “ultimate beverage fall story,” a chapter of the year where your brand takes people on a fall adventure. Full of all the things that people have come to love about this time of year. From packaging upgrades to social media and out-of-home campaigns, a story that can captivate the senses and invite beverage connoisseurs to join in and add your beverage to their personal fall story.
A call to action, asking your consumer what they love about the fall, is a great way to get engagement. Share your favourite fall moments with our beverage, a food, or a recipe that pairs well with it. An everything upgrade will keep things exciting and allow you to maintain the momentum you gain in the summer. It is also a great lead-up to winter marketing, a beautiful beverage story for your brand to write.
“Savory baking spices and bold, robust flavors are definitely at the forefront.”
By Molly Cerreta Smith
Late last year, the National Restaurant Association (NRA) made its predictions for 2025’s top alcoholic beverage trends. They hit the nail on the head with “90s martinis,” particularly the espresso martini, which gained steam in 2024 and blew up in 2025, and also named hyper-local beer and wine, creative spritzes, flights, and innovative old fashioneds among its What’s Hot list for 2025.
Early on, the organization also predicted no- and low-alcohol options for cocktails, beers and wine, not as “non-alcoholic” choices but rather when presented with the option of “with or without alcohol.” By about mid-year, the NRA added watermelon flavor to its list of standouts for 2025, noting the introduction of London Liqueur Co.’s new watermelon liqueur, which was a highlight of the National Restaurant Association’s Show 2025 in May.
Dirty sodas and nostalgic/retro flavors for both soda and cocktails started to make their mark—with big soda brands bringing back classics and adding a variety of experiential flavors to their lineups. But now that fall and winter are on the horizon, what are consumers looking for when it comes to filling up their glass? Tait Ludwick, beverage director of Keeler Hospitality Group based in Arizona, shares some insight.
“Savory baking spices and bold, robust flavors are definitely at the forefront,” he says, adding, “I also believe Amari will play a leading role this season. Across the country, more bars are leaning into Amaro as a way to create that deep, comforting ‘winter in a glass’ experience.”
While keeping up with the trends and the seasons is a fun way to keep customers excited and engaged when it comes to the cocktail menu, some tried-and-true flavors are always a hit.
For example, Ludwick says, “I always return to a few favorites that define my style. Chocolate is at the top of that list—I wish I saw it featured more often on menus. Beyond that, I gravitate toward baking spices, brown sugar, delicate fruits and spice-driven notes.”
“This season, I’m especially excited to work with teas, particularly Asian varieties,” he says. “Their nutty, roasted qualities bring a unique depth that pairs beautifully with winter cocktails.” Asian flavors are definitely a hot trend for 2025 across the board in food and beverage. Many of the year’s popular cocktails have taken inspiration from boba tea. In addition, offering Asian teas on a beverage menu is an easy way to incorporate the aforementioned “alcoholic or non-alcoholic” option.
While lychee has been a popular option for decades and continues to be, other Asian flavors with bold and spicy notes add more complexity to fall and winter beverages—including yuzu, ginger and baijiu. Think earthy mushroom martinis, miso-infused margaritas and Japanese highballs. Rather than sweet, these trending flavors give cocktails a savory and spicy kick that aligns well with fall and winter and complements seasonal dishes.
When it comes to moving from summer cocktails to decidedly more fall and winter vibes, transitioning beverage menus is key to keeping customers engaged.
“For us, the transition feels very natural. After our first seasonal rollout, I noticed some guests still craving cocktails from the previous menu. That’s when I introduced Poppy’s Aces, a way to carry over favorites with a new seasonal twist,” says Ludwick. “We look closely at the styles our crowd gravitates toward and reinvent those with fresh, accessible flavors. For example, old fashioneds were extremely popular last year, so we transitioned into a Brown Butter Banana Old Fashioned. The rich, savory molasses notes balanced with fruity warmth gave guests that cozy, seasonal vibe, while still keeping the drink exciting and new.”
Rather than entirely replacing a summer menu with a fall one, some transitional options can ensure customers still get a familiar version of a favorite beverage, but with a slightly seasonal twist. Doing so in small doses also ensures customers don’t feel as though they are missing their favorite beverage from a previous season.
“We focus on developing our guests’ palates over time. We often begin with approachable flavors that appeal to snowbirds and casual drinkers, but each time they return, we introduce something new and slightly more adventurous,” Ludwick says. “It’s very much like telling a story—each visit reveals a new chapter, keeping guests curious and engaged.”
Naturally, curiosity is a great way to entice guests and introduce them to new and seasonal flavors. Another fun way to bring the fall and winter season to life through the cocktail menu is through themes. However, there are a few essential things to keep in mind, such as the location and overall theme of the establishment itself.
Ludwick weighs in: “I love the idea of themed menus, but I approach them with flexibility. In Arizona, we don’t get the same dramatic winter weather, so some classic ‘cold weather’ themes don’t always resonate. Instead of locking into a theme, I prefer to showcase standout cocktails for each holiday—something that feels like the biggest gift under the Christmas tree waiting just for you. When the focus is on delivering the best-tasting drinks rather than fitting a theme, you create a more memorable experience and avoid limiting creativity.”
Theme beverages tend to work well when aligned with a specific event, such as a pairing dinner with unique themed cocktails, for example. This is an excellent way to showcase the talent of both the kitchen and the bar staff, offer unique one-of-a-kind beverages, and gauge customers’ interest in these types of events, dishes and drinks for future experiences and menus.
And while following the trends and presenting themed beverages for a specific season, holiday or series, such as football, can be fun and innovative ways to bring customers back and appeal to different demographics, class and signature sips should never be counted out. These tried-and-true beverages should be the base of every establishment’s cocktail program and can be tailored to suit the theme of the establishment itself.
“Classics are non-negotiable—they are timeless, universally recognized and must be made true to form. When I see a Clover Club, an Old Fashioned or a Whiskey Sour, I know exactly what I should be served,” Ludwick says. “Signature cocktails, on the other hand, are about showcasing a bar’s identity. They’re the ‘house specials,’ crafted to reflect the restaurant’s unique personality. Both are essential: classics ground the menu in tradition, while signatures bring innovation and individuality.”
When developing fall and winter cocktail menus, keep variety, seasonal flavors, holidays, events and trends in mind. While these are keen ways to keep customers coming back for more, it’s also a fun way to boost sales and attract new customers.
In doing so, keeping true to the nature of the establishment while also offering a non-revolving menu of classic and signature beverages can ensure that customers who prefer the familiar will always feel welcome, regardless of the new sips of the season.
Raising a glass to the first distillery built on tribal lands.
By Becky Garrison
When the Confederated Tribes of the Chehalis Reservation (also known as the “People of the Sands”) was established at the confluence of the Chehalis and Black Rivers in Southwest Washington in 1864, they were subject to the Indian Trade and Intercourse Act signed by President Andrew Jackson in 1834 that banned distilleries on tribal lands. After Chehalis tribal leaders selected their site on their property for their future distillery, designed the facility, and submitted plans to the Bureau of Indian Affairs (BIA) in Washington, D.C in 2017, they received word from the BIA that their plan was illegal. If they chose to continue with their plans to distill spirits on their lands, the BIA could level a $1,000 fine, as well as send agents to smash their stills Prohibition style.
At the tribe’s urging, their local member of Congress Rep. Jaime Herrera Beutler (R-WA) sponsored H.R.5317, a bill that repeals this 1834 law. After extensive lobbying by the Chehalis tribal leaders, this bill received bipartisan support from both houses of Congress. After this bill was passed in 2018, the Chehalis Tribe along with the other 573 Indian tribes legally recognized by the BIA of the United States could legally distill spirits on their land.
The name “Talking Cedar” profoundly reflects the tribe’s identity. The word “Talking” evokes the rich oral history of the Chehalis people, whereby their stories are passed down through the generations. Cedar trees have represented important symbols in the Northwest for generations. As each ring represents a year of growth, these trees tell the story of what they’ve seen and witnessed across the generations. Also, these trees provided the tribe with material for key daily items, as well as symbolizing the tribe’s connection to their environment.
According to Harry Pickernell Sr., Chehalis Enterprises’ Chief Operating Officer, they began with great partnerships that didn’t quite work out. “So, we learned how to do distilling and brewing along with getting a great team together,” he reflects. In his estimation, their patience and hard work paid off with rave reviews from their guests and awards for their products.
A State-of-the-Art Distillery & Brewery
Their 35,000-square-foot distillery, brewery, and restaurant is situated on the tribe’s 5,420-acre reservation. This space includes a15,000 sq. ft., state-of-the-art production facility located on the Chehalis Tribal Reservation. Their distillery featured 31,000+ liter fermentation tanks, custom Italian pot stills, a 25-ft continuous still that’s the largest west of the Mississippi, and 90-liter hillbilly stills with the capability to produce 10,000 barrels of whiskey per year and nearly 1.5 million gallons of other spirits. Also, they are home to a 60 BBL brewhouse, which gives them the capacity to produce nearly 1,860 gallons of beer in a single batch. This venture employs over 80 people including tribal members.
The brewery and distillery sit behind their farm-to-fork restaurant that includes two bars and a retail shop where their products are available for sale. Currently, their spirits are available for retail sale in Washington State, Oregon, and Idaho with their beers available in Washington State with plans to expand their distribution.
As part of their commitment to the land, their brewing and distilling processes start with pristine water from their artesian well with a water treatment facility on-site to minimize their environmental impact. In addition, they collaborate with local farmers in developing the best Pacific Northwest wheat, barley, and other grains for use in their beers and spirits. Also, they forage botanicals like fir tips and yarrow used in their gin on their property, as well as use 100% recycled glass for their gin bottles.
Helmed by Master Distiller and Head Brewer Ryan Myhre, formerly of Big Time Beer Company (Seattle, WA), Talking Cedar brews a range of beers such as their featured brew Chehalis Light, a classic American Light Lager. Other beers include a Raspberry Blonde, a Juicy IPA, a Pacific Northwest IPA, and a Pilsner. After mashing and fermenting, their spent grain is used by local farmers as cattle feed.
At their distillery, they produce over ten spirits including their award-winning Kayak gin, the first legally distilled spirit made on Native American land. This spirit made from mountain water and foraged botanicals captures the Pacific Northwest natural flavors with a bold blend of Douglas Fir and Juniper is tempered with Mountain Yarrow and Nootka Rose.
Their forthcoming vodka line will be called Tail Feather which will be produced with locally grown, sustainably produced, and sourced wheat from nearby Boisfort Valley. In Myhre’s estimation, as wheat vodka is not as neutral as corn vodka, it can be a bit challenge to make vodka using white. “After many trials and errors, we’ve found a way to produce a very high-quality wheat vodka on their column still,” he reflects.
Also, they produce a series of hand-crafted, small-batch flavored whiskeys. Cask-finished brandies, and other specialty spirits that are infused with natural ingredients. For example, their Freezer Jam is made with real berries, their Ginger Drop uses real ginger, honey, and lemon, their Sugar Sand is sweetened with natural maple syrup, and their Cabin Coffee contains real espresso and natural maple syrup.
Talking Cedar’s Whiskey Program
Under the direction of Matt Hofmann, co-founder of Westland Distillery and current General Manager of Talking Cedar, they launched a comprehensive whiskey program. During his 13-year tenure at Westland, Hoffmann played an instrumental role in the creation of the American Single Malt category, which was formalized by the TTB on December 18, 2024.
His accolades include being named Whisky Magazine Craft producer of the year, Forbes 30 under 30, Imbibe person to watch, and StarChefs Seattle Rising star. Also, the whiskeys he produced at Westland were awarded as one of the top twenty whiskeys in the world in 2023 and 2024.
Their single malt whiskeys done in the Scottish style originate in the brew house where they brew their wort instead of a traditional wash. Also, they have a separator that gives them the capacity to do grain distillations, which they employ for any whiskeys made with unmalted grains.
Their current whiskeys include Blenders, a collaboration done with Westland Distillery that consists of a blend of eight Westland barrels and eight Talking Cedar barrels aged between two and nine years in a mix of 1st- and 2nd-fill charred American oak casks. Future plans include adding rye whiskey to their portfolio, as well as continuing to experiment with other Pacific Northwest grains.
Contract Distilling and Brand Partnerships
In addition to producing their own beers and spirits, Talking Center also provides contract distillation for select industry partners. For example, Seattle-based Copperworks Distilling Company used to brew wort for their American Single Malt whiskeys. Among their brewing and distilling partnerships include work with Livewire’s RTD cocktails, Bird Creek’s Single Malt whiskey, Pacific Northwest Beer, Packwood Brewing Co., Douglas Lagered Beer, and Three Magnet’s Self-Care non-alcoholic beer.
Hoffman notes they won’t be at capacity for quite some time. “I’m impressed by the scale of ambition and equipment at Talking Cedar and feel it has the potential to become one of the United States’ foremost distilleries,” he opines.
Connecting with the Community
Producing award-winning products, the tribe also strives to do good with their products as all profits from their beers and spirits go towards humanitarian and cultural preservation initiatives on the Chehalis reservation. These programs include teaching their ancestral Chehalis language to the younger generation, as well as supporting initiatives to revive Chehalis leatherworking and weaving.
Their location in Rochester, WA is situated halfway between Seattle, Washington, and Portland, Oregon. This proximity to two urban cities enables them to market themselves as a destination hub easily accessible for a day trip or a weekend getaway. Guests can stay at the tribe’s 170-room Eagles Landing hotel or the 400-room family-friendly resort and waterpark called Great Wolf Lodge while enjoying the tribe’s multiple restaurants and an adults-only casino.
More shelf space. Faster distributor buy-in. More confident fundraising conversations. Every brand of craft beverage wants these things. In today’s saturated craft beverage market, it’s no longer enough to have an excellent product. The brands that grow are the ones that make it easy for buyers, distributors, and consumers to understand what makes them different—and why they deserve space on the shelf or a spot on the menu. Clarity sells. And if you’re not intentional about it, confusion will cost you.
The Clarity Gap
We see it all the time. A founder has poured years into perfecting their distilling process or refining their recipes. The branding looks good, the liquid tastes great, and the team is passionate. But when it’s time to sell, the story falls apart. Here’s what usually happens:
• Sell sheets are too busy – buyers can’t find the point.
• Pitch decks meander too much history, not enough differentiation.
• Reps are telling different versions of the brand story in different markets.
• Digital presence confuses more than it converts.
The result? Buyers pass. Distributors deprioritize you. Investors hesitate. All while a competitor with half the craft—but a clearer story—wins the shelf.
What Buyers & Investors Really Want
Let’s be clear: buyers and investors aren’t against you. They’re simply busy and looking for confidence. And confidence comes from clarity. Here are the unspoken questions they’re asking:
Distributors & Trade Buyers
• Can I sell this easily?
• What makes this different from what’s already here?
• Will my staff be able to explain it in 15 seconds?
• Will consumers understand it right away?
Investors
• Is this brand positioned to scale?
• Can the founder explain the brand in one sentence?
• Does the story fit the market’s trajectory?
• Will this resonate with future buyers or acquirers?
If your materials don’t answer these clearly and consistently, you’re creating friction. And friction kills deals.
The 3 Rules of Brand Clarity
Clarity doesn’t mean oversimplifying your story. It means structuring it so it can be told—and retold—consistently across every channel. Think of it as a sales system, not a marketing veneer.
Here are three rulesto get started
1.Master Your One-Liner: Your story should be explainable in one sentence. The headline on your sell sheet or deck should say exactly what you do, who it’s for, and why it’s different. Not: “An artisanal experience inspired by heritage.” Better: “Botanical spirits designed for modern mixologists—zero sugar, crafted for cocktails.” If a rep, bartender, or buyer can’t repeat your one-liner, it’s too complicated.
2.Align Your Tools: Every tool – sell sheets, pitch decks, product videos, website copy—should tell the same story in the same language. Consistency builds confidence. Inconsistency creates doubt.
• Keep sell sheets focused on differentiation and use cases.
• Design pitch decks to answer: What is it? Why now? Who’s buying it? Why will it move units?
• Use video to add emotion and memorability but keep it clear and repeatable.
3. Build a Scalable System: Your story shouldn’t live in the founder’s head. It should live in a repeatable system that empowers anyone—sales reps, distributors, ambassadors—to tell it confidently.
That’s where a content ecosystem comes in: a centralized library of assets (one-liners, sheets, decks, videos, FAQs) that ensures clarity no matter who’s pitching. When the story is systemized, you can scale without losing the soul.
The Payoff of Clarity
When your brand story is clear, here’s what happens:
More shelf space: Buyers say yes faster when they don’t have to work to understand you.
Stronger distributor confidence: Reps are more likely to push a brand that’s easy to champion.
Better investor traction: Clarity signals professionalism and scalability.
Acquisition readines: Companies looking to acquire want a story that already resonates in the market.
Clarity is more than a marketing tactic. It’s a growth strategy.
Final Thoughts: Make It Easy to Say Yes
You’ve invested heavily in your craft. You’ve perfected your recipes, sourced the right ingredients, and built the right team. Now it’s time to invest in the clarity of your story.
Because the truth is: the best product doesn’t always win. The clearest one does.
So, ask yourself:
• Can my brand be explained in one sentence?
• Do all my materials align with that story?
• Could a distributor or investor repeat it confidently without me in the room?
If the answer is no, you may be leaving growth on the table. Want to know how clear your brand really is?
Take the free Market Leadership Scorecard and see where you stand.
