Category: General

Cleaning & Sanitation Essentials

Cyndi

Protecting quality, compliance and consumer trust

person in hazard suit and rubber boots spraying down a distillery production facility floor

By Alyssa L. Ochs

In today’s modern breweries and distilleries, cleaning and sanitation aren’t just afterthoughts or background busy work. These essential tasks are core functions that directly shape the quality of your products while ensuring regulatory compliance and upholding your brand’s reputation.

  Regardless of whether you produce just a handful of beers or spirits per year or run an expansive multi-state operation, your approach to cleaning impacts much more than the aesthetics of your facility. Proper cleaning and sanitation in the craft beverage industry affects a product’s flavor, yield, and stability, as well as employee safety, inspection results, and distributor relationships.

  Here’s a deep dive into why cleaning and sanitation matter so much for craft beverage producers and how you can train and equip your staff to establish a business culture with consistently high standards. 

Why Cleaning and Sanitation Are Essential

  Even the most minute contamination can dramatically affect the quality and taste of a beer or spirit. For example, bacteria like Lactobacillus and Pediococcus, as well as yeasts like Brettanomyces, can cause undesirable haziness, sourness, or inconsistent carbonation in beer.

  Meanwhile, residues from oils, fusel compounds and grain mashes can ruin spirits, causing harsh off-notes and lower yields. Biofilms, slimy bacterial communities that adhere to surfaces, are especially problematic and can resist standard cleaning methods if not promptly addressed.

  Sanitizing brewery and distillery equipment is essential to prevent these types of harmful microorganisms from entering finished products. And no, the alcohol content in these products isn’t sufficient to avoid contamination during the initial stages of production.

  When you always keep your equipment clean, you improve its operational efficiency, reduce downtime, and extend its lifespan. Kegs fill easily, heat exchangers maintain optimal thermal transfer and sensors remain accurate, leading to cost savings over time.

  Even just a single, publicly known contamination incident can destroy years of building your business’ reputation. Your customers demand a safe and delicious product, while distributors and retailers expect consistency and professionalism. So essentially, keeping everything clean in-house is a final guarantee behind your label.

Regulatory Standards and Compliance

  Beverage producers must comply with multiple regulatory requirements to continue operating legally, including the FDA’s Current Good Manufacturing Practices (cGMPs). According to 21 CFR Part 117, beverage producers must maintain clean, sanitary equipment and implement pest control programs. All food-contact surfaces must be regularly inspected, and the cleaning water must be potable. Breweries and distilleries must also maintain cleaning records for official review.

  The Alcohol and Tobacco Tax and Trade Bureau (TTB) primarily focuses on production records and tax compliance. However, it also requires beverage production facilities to maintain conditions that prevent contamination. Proof of unsanitary conditions may result in TTB warning letters, suspended operations or delayed approvals for new labels or expansions.

  Your brewery or distillery may also be subject to local and state health regulations, such as wastewater discharge limits and floor drain sanitation standards. Local and state requirements may require you to follow approved chemical lists for cleaning products, maintain water hardness/softness standards and ensure employee hygiene requirements are met.

  Additionally, there are Occupational Safety and Health Administration (OSHA) standards to be aware of while running a craft beverage business. OSHA governs cleaning-related tasks such as chemical handling, personal protective equipment (PPE), eyewash and shower stations, spill control, and confined space entry.

Ensuring Safety with Chemical Hazards  

  Safety is paramount when cleaning and sanitizing a brewery or distillery, as the chemicals used may be aggressive and toxic. For example, caustic soda (sodium hydroxide) can burn the skin and react with aluminum. When not mixed according to the directions, acid cleaners can release harmful vapors into the air.

  If your operation uses peracetic acid, you should know that this strong oxidizer can irritate a worker’s eyes and lungs. Chlorine sanitizers require careful rinsing and ventilation for safe use.

  Anyone who manages these types of chemicals should wear chemical-resistant gloves, goggles or face shields, aprons, and boots. Respirators are even recommended for some handling of cleaning chemicals.

  It’s also essential to store cleaning chemicals properly, such as separating acids and bases and using secondary containment when recommended. All cleaning products should be clearly labeled in their containers and stored in areas with proper ventilation in your facility.

Frequency & Scheduling of Cleaning Tasks

  Although individual owners of craft beverage operations may have their own visions for cleaning and sanitation based on their experiences, there are industry standards to use as starting points.

  For instance, staff members should clean fermenters after every batch using a clean-in-place cycle and sanitize them before subsequent use. For mash and lauter tuns, clean these after every brew, manually scrubbing away grain residues when needed.

  Ensure stills and columns are cleaned after runs and be mindful that copper and stainless-steel containers require different care. Clean bright tanks after every use so they are free of biofilms before packaging. Heat exchangers should also be cleaned after every use, with flow plates cleaned as well.

  For kegs, clean them immediately after emptying because beer stone can form quickly if you delay tending them. Clean packaging lines before and after each run, giving special attention to conveyor belts and crowning or capping heads. Make a point of cleaning walls, floors and drains daily, as these areas can become significant contamination risks if left uncleaned. There’s also the risk of aerobic contamination from wood pores if you don’t clean your barrels regularly.

two people in hazard suits spraying down the production facility of a brewery or distillery

Training Staff and Building a Culture of Clean

  Cleaning and sanitization aren’t necessarily entry-level jobs that just anyone can do. In the craft beverage industry, cleaning tasks require precision and expertise to prevent contamination incidents and produce predictable, high-quality products.

  Your cleaning and sanitation training should cover the various soil types, such as hop resins, protein soils, beer stone, fatty acids, and sugar residues. Matching specific soil types to relevant chemical products can improve cleaning efficiency and reduce waste.

  Your employees should also understand the correct concentration ranges for chemical dosing and how to measure the products accurately. Training should include equipment disassembly and reassembly of gaskets, valves, spray balls, and pumps, ensuring these components are thoroughly cleaned and reassembled correctly.

  During training sessions, you should also plan to cover verification methods beyond visual inspection, such as pH and conductivity checks, ATP testing, and micro-testing for sensitive processes. Lockout and tagout testing are critical for mills, pumps, augers, and automated lines.

  Also important, brewery or distillery cleaning professionals should receive training in record-keeping to maintain consistency and ensure that your facility will pass future inspections.

Cleaning and Sanitation Methods for Craft Beverages

  Various methods are used to clean and sanitize a brewery or distillery. To start, clean-in-place methods automate the cleaning of tanks, lines, and pipes without the hassle of taking them apart. A typical CIP cycle involves a pre-rinse with warm water, an alkaline wash, a possible acid rinse, a final rinse and sanitization with heat or chemicals. CIP methods are efficient and make tasks safer for workers; however, they require proper pump sizing, spray ball design, and chemical balancing.

  Breweries and distilleries also use clean-out-of-place methods for removable items, including fittings, hoses, gaskets, and other small components. COP methods typically involve soaking the pieces in alkaline or acid baths, then scrubbing them by hand and rinsing.

  Fully manual cleaning is still necessary for some beverage production components, such as mash and lauter tuns, floors, drains and other hard-to-reach areas. You can maximize safety with manual processes by using dedicated brushes and color-coded tools.

  Some distilleries use foam cleaning to clean sticky mash spills and sugar residues. Utilizing a foam application, you can apply cleaning agents to large tank exteriors, floors, and walls.

  Meanwhile, steam sanitation helps with the cleaning of barrels and lines. It’s energy-intensive but effective in areas prone to chemical residues. There are also no-rinse sanitizers to explore, such as chlorine dioxide, iodine solutions and peracetic acid. The equipment material, water hardness and contact time will dictate which sanitizer is most appropriate.

How to Choose the Right Chemicals and Materials

  Before comparing specific, commercially available products for cleaning and sanitizing your beverage production area, it’s essential to understand how the basic types of cleaners are useful.

  Alkaline cleaners break down organic soils, hop residues and proteins, making them ideal for kegs, fermenters, and lines. Acid cleaners target mineral scale, beer stone, and milk stone, so they’re helpful as periodic deep cleaners.

  For sanitizing, peracetic acid is fast and effective for low-residue areas. Iodophor is slower acting but gentler on metals. Chlorine is an effective sanitizer, but it can pit stainless steel if misused.

  You can also use surfactants

and detergents to break down biofilm barriers in a brewery or distillery. However, it’s critical to always confirm that the cleaning agent you’re using matches the material, especially for stainless steel, copper, plastics, hoses, and fittings.

  CIP system partners, chemical suppliers, and brewery/distillery-specific consulting services can help you choose the right types of products for your operations if you have questions beyond the basics.

Implementing a Successful Cleaning and Sanitation Program

  As you can see, establishing safe and effective cleaning protocols involves much more than just scribbling down a quick to-do checklist. In today’s competitive breweries and distilleries, cleaning and sanitizing is part of a fully integrated system that covers everything from documented schedules to staff training, safety procedures, proper chemical selection, and continuous improvement based on lessons learned.

  Cleanliness in beer and spirit production goes beyond meeting regulatory requirements and is a core part of responsible, professional craftsmanship. Every product you produce reflects your cleanliness standards and your commitment to your customers. With extra time, attention, and education, you can create a culture of cleanliness that’s not a chore but a pathway to safe, consistent products worthy of your brand’s name.

Evolving Packaging Needs Show No Signs of Abating

Cyndi

A machine’s cost, speed, efficiency, and flexibility are the top considerations when contemplating a purchase.

rows of different spirit and beer bottles in cans and cartons

By Rebecca Marquez, Director of Custom Research, PMMI

Consumer preference drives many of the decisions made by beverage packaging companies. Today’s consumers want additional sizes, flavors, and types of beverages, as well as more sustainable and recyclable packaging options. They also want ready-to-drink and single-serve, smaller-sized packaging, according to the 2025 Beverage Industry Packaging Trends report, from PMMI, The Association for Packaging and Processing Technologies.

  “To continue to fulfill consumer needs, creative and unique packaging being developed today will continue to evolve and will be a focus of development in the future,” says Jorge Izquierdo, PMMI’s vice president, market development. 

  Novel packaging formats require machinery that is up to the challenge. Cost, speed, efficiency, and flexibility are key factors when considering which equipment to buy. So is finding the right supplier — one who will be a true partner far beyond the initial sale, says PMMI’s study. However, the survey revealed that support from suppliers is what many beverage companies feel is currently lacking and could be enhanced.

  The answer to today’s packaging challenges may likely be found in the use of technical integration in the coming years. Even as beverage producers contend with inflation, supply chain disruptions, regulatory compliance, and labor challenges, they must still upgrade existing equipment and acquire new machinery.

  In fact, many U.S. beverage companies anticipate modest to significant increases in machinery investment over the next three years, primarily driven by optimism surrounding company expansion plans, the introduction of new stock keeping units (SKUs)/products, and increased consumer demand.

  Growing consumer demand and interest are also driving the need for more diverse beverage products and packaging sizes, which will prompt a proliferation of packaging formats over the next two to three years, according to PMMI’s research.

  Additionally, the opportunities for co-packers to expand production are contributing to increased investment, as they seek to meet rising demand and support new brands. Beverage manufacturers, as well as co-packers, will need to improve and replace infrastructure to ensure they remain efficient and competitive in an evolving market.

  However, the increase in investments will not be concentrated on a single type of packaging machinery but will be spread across various equipment categories.

  The reasons for these purchases include:

•    Expanding production capacity

•    Enhancing efficiency

•    Increasing flexibility and reducing packaging material

  Not surprisingly, cost is the primary factor when determining what beverage packaging equipment to purchase. This includes the overall price of the machinery, parts, and maintenance. Filling equipment is the most planned purchase, followed by conveying, feeding, and handling equipment, as well as palletizing and load stabilization systems.

  In fact, affordability is a need mentioned by smaller businesses, such as those in the craft beer and spirits industry, with most finding it difficult to invest even on a small scale. They feel that pricing can be a significant barrier to entry for smaller producers, who want to invest in automated machinery. Plus, many craft manufacturers tend to initially focus on practical applications that can help solve real problems on the plant floor.

  Beyond cost, finding the right supplier is equally important for companies of all sizes. In fact, post-sale service and support play a crucial role when selecting a supplier.

Changes in the Offing

  Interview participants identified several factors driving changes in how beverages are packaged and processed. Today, beverage companies are adapting to consumer demand by offering a wider variety of sizes, flavors, and beverage types. As a result, they are working to develop more flexible and creative packaging solutions to enhance consumer interest and drive sales growth.

  PMMI’s research participants also believe the demand for expanded product choices will continue, as consumers seek an even greater variety of drinks and flavors. It’s no longer just beer, wine, soda, and water. Rather, new flavors and types of beverages are proliferating. In addition, consumers will continue to demand more size and format options, driving an increase in new SKUs each year.

  “To meet evolving packaging demands, [survey] participants seek to optimize machinery use by leveraging digital insights and diagnostics for faster, more efficient production,” Izquierdo says. “Downtime directly impacts revenue, making technology-driven troubleshooting a top priority.”

  Beverage industry success depends on innovation and an optimized supply chain, as well as social media- and data-driven marketing strategies, even as market fragmentation complicates the landscape with emerging brands challenging established players, according to research from EY Americas, “Trends in the Beverage Industry: Navigating Change and Innovation.”

  Innovation is crucial for driving new consumer demand, as evidenced by the rise of hard seltzers, the growth of craft beer brands, and ready-to-drink beer alternatives on the alcohol side.

  One of the most significant influences today is the growing emphasis on sustainability and recyclability from both beverage makers and consumers.

  However, current packaging does not always align with consumer expectations, which include the desire to move away from plastics. Nevertheless, rigid plastic remains the most commonly used beverage packaging material today.

  Sustainability continues to hold promise for craft beer and spirits producers seeking to boost efficiency and profitability. Still, priorities are shifting as these companies attempt to balance environmental mandates with cost and operational necessities.

  One threat to the craft beer and spirits industry is the way consumers are changing their view about the consumption of alcohol. A 2024 Gallup survey revealed that 45% of Americans believe moderate drinking is detrimental to their health, with participation in initiatives like “Dry January” rising significantly.

  To take a more in-depth look at today’s evolving packaging industry, download PMMI’s 2025 State of the Industry report as well as PMMI’s 2025 Beverage Industry Packaging Trends study.

Fast-track Your

Packaging Projects

  Packaging and processing professionals who want to maximize their return on investment (ROI) and fast-track projects should attend PACK EXPO East 2026.

  The most comprehensive packaging and processing event in the Northeast and Mid-Atlantic in 2026 will feature more than 500 exhibitors, spread out over 125,000 net square feet of exhibit space in Philadelphia’s Pennsylvania Convention Center on Feb. 17–19, 2026.

  With an easy-to-access location convenient to much of the eastern United States, PACK EXPO East allows teams to attend together for maximum ROI. In fact, the show offers numerous opportunities for networking with fellow team members, peers, industry experts, and personnel from established suppliers and prospective vendors.

  Offering solutions for more than 40 vertical markets, the show provides in-person interaction with machines, materials, and other products related to packaging and processing. It also features free educational sessions on the show floor, covering best practices, industry trends, new technology, and key concerns, such as sustainability, artificial intelligence, productivity improvement, automation, and workforce development.

  The event is big enough to provide attendees with all the solutions they need, but intimate enough for productive, face-to-face conversations with exhibitors to learn how their innovations can solve some of today’s most challenging manufacturing issues.

  Register today for PACK EXPO East. Early registration costs $30; after Jan. 23, 2026, the price increases to $130. 

A Touch of Beverage Cheer

Cyndi

People are ready to celebrate but also take a moment to relax, reflect, and reset.

two people with their feet up in front of a fire each holding a cocktail

By Hanifa Sekandi

It’s time to get cozy again. Warm blankets, knit sweaters, flannel pyjamas, and a beverage to complement the mood. Luckily, there are boundless occasions to get people into the winter cheer spirit, from Thanksgiving and Christmas to Valentine’s Day and all the other memorable holidays in between.

  This time of requires a dynamic marketing strategy. It also demands creativity and stamina due to the continuous festivities. Christmas is just on the heels of Thanksgiving, and before you know it, it’s time to paint that town red and pink for a month dedicated to love. One thing is certain: people desire to be inspired. A brand that hits this mark will see the benefits not just during the winter months but as we segue into the spring and summer months.

  The main goal for every beverage brand should be to build a community, an ethos that magnifies togetherness. What does this really mean? It means that a brand aims to meet desires; nothing less and nothing more. Stay in your domain and refrain from interjecting personal conjectures into your marketing campaigns.

  It is not about what you think or what you believe, but rather about what truly exists—the authentic qualities, unique experiences, and genuine moments that your beverage brings to the table. This “what IS” refers to the essence of your product, whether it is the comforting warmth of a seasonal whiskey or brew, the nostalgia evoked by a festive mulled wine, or the sense of togetherness fostered by sharing a winter-themed cocktail. These real and tangible attributes are what your audience will connect to, inspiring them to seek out your beverage.

  There is no better time to redeem yourself than the array of festivities that happen during the winter months. People are mostly in a festive and forgiving mood. Summer campaigns often struggle to make a significant impact, largely because there are fewer major holidays to serve as focal points for promotional activity. With limited occasions such as the likes of 4th of July or Labor Day, marketers have fewer opportunities to create themed promotions that resonate with audiences. As a result, these campaigns can sometimes lack the festive energy found in winter, making it more challenging to engage consumers and boost sales.

Marketing strategies during this time require innovative thinking and strategic planning. Luckily, in winter, brands get a break as marketing becomes easier for marketers.

Holiday Marketing – The Hero

  Seasoned brands understand this quite well. You’ll see them put more resources into winter marketing campaigns, with an emphasis on cheer and festivity. Starbucks’ recent Bearista Cup is an example of what a marketing campaign can do for a brand that may have lost favor or experienced a lull. Let’s be honest, the once gold-star beverage chain is no longer in its golden era. There are a multitude of reasons for this. As you can see, the Bearista Cup frenzy has breathed new life back into this brand. A campaign that had patrons line up before store opening hours just to purchase a winter-exclusive product.

  What is your winter exclusive product or beverage? What will have your customers lining up, wanting to get just a little bit of your company’s winter cheer? Is it winter magic or simply great marketing minds understanding the behaviour of buyers during this season? McDonald’s has another great winter campaign, the Grinch-themed meals. This may represent one of several winter campaign launches; nonetheless, it constitutes a strong initial effort. What is The Grinch synonymous with? Christmas. The grumpy, green-furred hero of the holiday season, who people both love and hate, but seems to put a touch of cheer in everyone.

  What is your marketing hero? You can either reference pop culture or other traditional themes that symbolize the season. Doing so allows you to draw upon familiarity and emotion. It is easy to sell something people already love. A moment, a film, a core event, anything that represents what they seek when entertaining during the winter months. As you know, home decor is the pinnacle of winter moments. The moment begins at home, influencing buying decisions as shoppers browse the aisles at their local store. How can you add to the moment?

All About Moments

  Help your audience capture moments. Every marketer is scouring the internet looking for what’s trendy. Why don’t you create the trend? By now, your brand should have in-house content creators, individuals who create content exclusively for your brand. For example, Advent calendars are quite popular. Have you considered doing an Advent daily reveal with mini versions of your beverage to your audience? A nice touch would be to add a familiar Christmas theme song that plays through the campaign. The 12 Days of Christmas is an excellent song. It is classic, familiar, and much-loved. Do you have an extensive product line of beverages? Better yet, what’s your holiday exclusive beverage?

  Ideally, conceptualize your winter campaigns in the summer. Right after Thanksgiving, you should debut your winter launches. Of course, you can get a head start in mid-November. Understandability influencers make influencing easy, so brands think they can just wing it and do something ad hoc. Anyone in influencer marketing will tell you that they also must plan accordingly for each season. As a brand with multiple parts to move, you need to ensure the strategy execution phase runs seamlessly. The marketing world has changed significantly. Viral moments and trends have brands scrambling at times. Did you know that many viral or trendy marketing moments didn’t just happen, they were meticulously planned, sometimes for days or other times over weeks and months?

  The most essential elements are execution and consistency. Beverages do not necessarily grab the viewers’ attention immediately. But the more they see it, with a great visual story behind it, they will not forget about it.

Mini Commercial Cheer

  Spend a little. Yes, you. Your commercial may not make it to the big screen or a Super Bowl slot, but you have other vertical options to place it in. Social media is a mini commercial friend, let’s call it the mini-commercial – it’s small but mighty. If you don’t have the paid version of YouTube or Amazon Prime, for example, you may have noticed not just ads but mini commercials.

  This could be your beverage brand showing its beverage cheer all winter. The beauty of a mini-commercial campaign is that it can be a series of videos that tell a story. It is also a fantastic way to spend your budget. If your videos are timeless and perform well, you can reuse them the following year in addition to new mini commercials, as many legacy brands often use for traditional advertising.

  When creating your mini-commercial, avoid making it look like an outright advertisement. Think about your favorite holiday ads or ads in general that are memorable. Coca-Cola has great classic holiday ads to reference that tell a story with product placement. The idea is that your product is there, but it is just part of life, part of the scene you are capturing. It is subliminal marketing at its finest. After seeing your campaign, people should feel compelled to look up your brand and product. From here, they are more likely to purchase your product when they see it, recommend it, and, in turn, become loyal customers.

Storytelling Is Timeless

  As you transition into January, this will help you stay relevant. Perhaps parody commercials that highlight New Year’s resolutions, where people reach for your non-alcoholic or low-sugar RTD beverage after imbibing on other beverages from your product line all December. A time to give that pumpkin-spiced calorie-packed ale a rest! Be creative, look at your beverage from a storytelling perspective. Just two or three useful product images aren’t enough; consider how far your brand can go with visual storytelling.

  A touch of beverage cheer may open doors to a spring campaign that is in full bloom, allowing you to dive into your marketing. Your audience will begin to anticipate what is next. And you show that you care about the product that you have invested a significant amount of time to tell a story worth listening to. You value them and their decision to join you on a beverage journey, with cheers to go around!

Holiday Spirit Inspiration

Cyndi

Close out 2025 & hot sip tips for 2026!

snowman man in santa hat sitting in hot tub while snowing and holding a cocktail glass

By Christiaan Röllich

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.”

four different cocktails lined up in front of table of christmas greenery

  “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.

🧪 From Chemistry to Whisky: My Journey into the Science of Flavour

Cyndi

By: John Angus

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.

📘 Payhip Visual Library – over 70 flavour science infographics used for training and education https://payhip.com/SpiritChemistry

🧪 Substack Newsletter – The Distilled Edit – weekly deep dives that go beyond the posts https://substack.com/@spiritchemistry

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!

Hop Trends & Delivery Methods Open Up New Possibilities for Brewers

Cyndi

With new delivery options, increased shelf life and enhanced applications hops are being recognized as a valuable commodity and marketing tool towards consumers.

close up photo of hop buds on the vine

By Gerald Dlubala

As growers try to regain the balance of supply and demand that was upended during the pandemic, some brewers are seeing hops as a marketing tool for more educated consumers. Is it time for hops to step forward and take a lead in craft brew marketing?

Civil Life Brewing, St. Louis, Missouri

  “I think it is,” says Dylan Mosley, Head Brewer of Civil Life Brewing in St. Louis, Missouri. “As a brewer, the world of hops is becoming increasingly interesting, even for those who use traditional, established varietals. Cascade Hops are synonymous with North American Brewing, and we use them in our historical-type beers. But the delivery method of adding hops has progressed, and that’s pretty cool. We use different delivery methods depending on the layer and level of aroma and flavors we’re after. For example, in our Merchant Ship IPA, we mostly use our bell hops in pelletized form. Some of the other hops are processed differently and isolated from the plant in methods like CO2 extraction or through hop oils.”

  Mosely says that brewers are increasingly able to get out of the hop whatever they are after by fine-tuning delivery methods and timing during production.

  “From a brewery perspective, it’s all about control,” said Mosely. “Deployment is key with hops, and it’s fascinating to pick and choose how, when, and where to add them into the brewing process. The newer packaging and delivery methods are really fascinating to me. And as a brewer, I love their shelf life, storability, and variability of what part of the hop you use. The only thing a brewer should remain aware of is their filtration methods and how some of these different hop choices will react with their filtration pads or membranes.”

  “It’s important to know that a little goes a long way with respect to replacing pellets with oils,” said Mosely. “But the more oils you use to replace traditional pellets, the more educated you have to be with deploying those oils. Education is key. It’s like a baker who uses exotic spices and clarified ingredients. A little can go a long way, and they must be used at the right times in the right amounts, or the layers of flavor will go haywire and become too pronounced or too specific. Drinkability can be reduced due to flavor profiles changing too rapidly. But having these types of contemporary hop products at our disposal is cool. It gives smaller breweries like us access to the same technologies and flavor profiles as the bigger breweries.”

  Mosely attributes the excitement over hops to consumers becoming more educated about what is in their glass or can.

  “I’m seeing some exciting things happening around hop use and choice, and the customers are driving those trends,” said Mosely. “So much so that I think we can expect more dramatic packaging highlighting the hops used in a specific beer. It’s something new for the consumer to learn and remember when they try new beers. If a beer shows the same hops or blend as something they’ve liked before, they’re more likely to try it. You know, wine drinkers look for wines from the same region or grape varietal, and I think you’ll see that with hop selection and marketing. Hops are an ingredient that the consumer can see, taste, learn about, and remember. More education about hops leads to excitement and conversation.”

  Mosely said that there is far more disinformation than factual information when it comes to craft brewing. Consumers are ready to learn about the process and talk about it, and brewers can make hops more exciting by labeling what hops are in the beer in their hand. A few years back, it was huge to see the Mosaic or Amarillo terms thrown around, but now, hop-centric beers have their hops listed on the label to push that fact.

  “It’s like music albums with guest artists labeled on the cover,” said Mosely. “It’s an added name recognition boost. If you’re at the grocery store and one beer label does not mention hops, but the same style of beer from another brewery mentions the included hop varietals, that’s the one that will usually get chosen. Brewing looks so daunting and mysterious due to all the equipment, but it’s still only four ingredients. You drink it, and sometimes you don’t realize that it’s the hops you’re tasting over the other elements of the beer. If you at least have the name of the hop in front of you, you now have a mental record of that with the flavor profile. It’s your personal beer database of your likes and dislikes, and that’s pretty cool. We’re telling a story every time we put a can on the shelf or a glass of beer in front of a patron, and sometimes that story is just the name of the hops.”

Glacier Hops Ranch

  Montana-based Glacier Hops Ranch is a worldwide broker and dealer of premium processed hops sourced directly from hop growers and warehouses across the globe. President and CEO Tom Britz spoke with Beverage Master Magazine regarding hop trends in four primary areas of the industry.

1.    Economic Efficiency: “Traditionally, craft brewers just wanted to make great tasting beer, no matter the cost, and that included the hops,” said Britz. “That’s not so prevalent anymore. Cost containment and economic efficiency drive hop choices in both the varietals used and how they are used and delivered. Brewers want to squeeze the most revenue available out of every batch of beer produced. Pellets have become the go-to choice in hop delivery, but as any craft brewer will tell you, pellets also soak up product, which adds up over time. We commonly talk with brewers who lose 10- 25% of their product through simple pellet biomass and waste. Hops start with 75-80% moisture at harvest in the field and are dried down to 7-8% moisture content. By substituting half of the pellets with products like our Hopzoil®, brewers can gain up to 7 ½ % yield per batch brewed. Over 12 months, that equates to serious revenue gains without sacrificing flavor or aroma. We have an interactive worksheet that uses hard costs to estimate each brewer’s increased revenue per batch. Even small craft brewers can see their expected increased revenue by plugging in their numbers and getting their results in black and white.”

2.   Beverage Diversification:  Many breweries use various vessels, packaging lines, and means of distribution, so they’ve got what they need to produce and package different beverages,” said Britz. “We see business models moving breweries away from having beer as their singular product, and the same goes for hop usage. Hops aren’t only for beer anymore. Hopwater is a popular, refreshing, best seller with low cost of goods and high margins, and easy to produce in one day with Hopzoil®. We see it made with the addition of citric acid and simple sugars, but increasingly we see it produced using our Hopzoil® as the only ingredient. It can be made in small batches, making it easy to move from flavor to flavor. Hopzoil® comes in 22 different varieties and blends. Consumers notice that hop water made only with Hopzoil® reflects only the hop flavor and aroma with no bittering, biomass, or waste. Places looking for a great NA alternative are experiencing wider customer bases with Hopzoil® and hop waters. It’s a way to diversify into the NA world without much extra cost or waste. Additionally, we see the use of Hopzoil® in hard ciders, fruit purees, and other craft beverages.” 

3.   Functional Beverage Use:  “This is a huge area of growth for the hops industry,” said Britz. “Nutraceuticals are different applications for sure, and easier for some breweries to get into than others. When the hop compounds, or terpenes, are analyzed, you can cross-reference that analysis with their proven health benefits. We do with our pure hop oil what the marijuana industry does when analyzing the health benefits of their products. Our products provide calming effects just like CBD products, but without the lethargy that marijuana can promote. We’re seeing a steady growth of functional beverages that could use hops for conditions including pain relief, anxiety and depression relief, antioxidant properties, brain health, anti-microbial properties, and skin health, all kinds of benefits.”

4.  Return to Forward Contract Farming:  “Since late 2021-2022, there’s been an oversupply of some of the more popular hops,” said Britz. “Hop demand was going up, and then COVID knocked the bottom out of the market, leaving a large oversupply with no market. That’s finally beginning to balance out now, and because of that, we see an increase in contract farming to head off shortages in specific varietals. In the late 90s, up to 96% of hop farming was contracted. By 2020-2021, that number fell to mid 40% because of the excess in hops stored and readily available at discounted prices. So, from 2022 through 2024, 31% of acreage was pulled from hop farming due to these inventory excesses and increased production efficiency. After three painful years for hop growers, the supply and demand are starting to balance out. Contract farming ensures a predictable supply for all sides, but some smaller breweries may come up short or have difficulty finding what they need. The prediction is that for the 2026 harvest, forward contract farming will make a comeback, with those who did not get what they wanted this year leading the way to ensure their supply chain.”

Hop Favorites Remain Traditional While Delivery Method Evolves

  “The main hop trends we still see are the classics, like cascade, chinook, and centennial, or a blend using those three,” said Britz. “We also have demand for our citrusy and juicy fruit bomb series. No matter what a brewer uses, we recommend starting with 50% pellet replacement using Hopzoil®. One hundred percent will give a different flavor profile. Hopzoil® requires no refrigeration or freezing. It’s water-soluble, so it gets shaken into an emulsion. A 12-inch cube of Hopzoil® can go on a shelf and free up two pallets worth of shelving or floor space. As with most ingredients, we recommend keeping it away from excess light, heat, and oxygen. Our packaging is topped off with beverage-grade nitrogen and can be topped off with nitrogen or CO2 for resealing. When using Hopzoil®, brewers don’t get that drop off in some IPAs where the flavor is there and suddenly it’s gone. We’ve also gotten calls from brewers who have used our oils to rescue a batch of beer that didn’t turn out as intended, whether for sensory applications or something else. That’s a cool option and something for brewers to keep in their pocket should they need to rescue a batch of beer.”

  Britz says they have exported to over 50 countries and were awarded SBA’s Small Business Exporter of the Year in 2022.

  “Quite a few breweries have won prestigious awards using our products,” said Britz. “Hopzoil® is made from wet hops directly out of the field in a steam distillation environment, capturing the volatile oils released into the atmosphere through traditional field drying techniques. This method makes our product 8-15 times more concentrated than other suppliers, and brewers describe our product as more intense and brighter.”

Advice For Craft Breweries

  “I’ve seen a change over the last few years,” said Britz. “My advice for craft breweries is to focus on the service they deliver over the actual product they make, because the service will keep customers coming back as product trends and consumer desires change. Craft brewers are not in the beer industry as much as they are in the beverage industry. Recognizing the industry you are in allows much more creativity and out-of-the-box thinking.”

“An Outlier”

Cyndi

Why Is the Craft Beverage Industry Competitively Restrained?

glass of beer surrounded by chains

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.

Tis The Season for Fall Branding Upgrades

Cyndi

Summer is over, and it is time to turn a new leaf and usher in all things pumpkin spice.

cans of pumpkin ale made with real pumpkin

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. 

Fall & Winter Drink Trends to Pour Over this Season

Cyndi

“Savory baking spices and bold, robust flavors are definitely at the forefront.”

various sizes of glasses containing different fall colors of drinks

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.

Talking Cedar

Cyndi

Raising a glass to the first distillery built on tribal lands.

the outside of a distillery and brewery arial shot

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.