Craft Beer Professionals

Hosted by Craft Beer Professionals

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496

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Aug 2026

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About the show

Craft Beer Professionals is a national network dedicated to the growth and betterment of the craft beer industry. CBP unifies and elevates the industry through educational content, peer to peer dialogue, and unique community events. Educational sessions, interviews, and panel conversations that dive into critical topics in the craft beer industry. [Stay up to date with CBP] www.CraftBeerProfessionals.org

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60 recent

August 26, 202628 min

How to use Merchandise to Expand your Brand

Word-of-mouth often ranks among the most effective marketing tactics. And it makes sense. In the age of AI, ads, and the internet there’s a lot to distract us. From creating a positive experience worth sharing to being a catalyst for conversation, merchandise has the opportunity to break through the noise of “marketing” and help you tell your brand story in a way that is memorable while providing another source of revenue. You'll learn how to strategically use merchandise as both a storytelling tool and revenue driver—integrating it into your current marketing to spark conversation and build brand awareness. Leah Keggi is a marketing professional specializing in brand strategy and business development. With more than a decade of experience in brand and trade marketing, she has worked cross functionally with sales, operations, and finance teams to build stronger brands while driving measurable business results. Her work focuses on closing the gap between brand marketing and the end consumer, helping businesses create more intentional, effective connections with their audience. She regularly shares insights, ideas, and resources on brand strategy and creative marketing through her writing. Leah is also the author of The Merch Blueprint, a practical guide for business owners, marketers, and creatives looking to use merchandise as a strategic tool. The book outlines four core types of merchandise, retail, uniforms, promotional items, and incentive pieces, and shows how each can be used to grow brand affinity, extend reach, and strengthen customer relationships. Join us in person for CBP Connects Tampa December 7-9, 2026 Come get inspired, leave with actionable strategies: https://cbpconnects.com/

August 19, 202649 min

The Dos and Don’ts of AI for Breweries

AI is already part of brewery marketing, from content planning to social posts, but using it the wrong way can weaken your brand and erode trust. In this conversation, we’ll dig into where AI actually helps, where it hurts, and how breweries can use it without losing their voice. We’ll look at real examples of AI in copy, visuals, and scheduling, explore how different generations recognize and respond to AI driven content, and pull in real world perspectives from the Craft Beer Professionals community so the conversation stays grounded in what’s actually happening in taprooms and marketing teams today. BrewedAt is a Local Beverage Events & Marketing company specializing in Social Media Marketing, Event Marketing, Experiential Events, and B2B & B2C Advertising Campaigns — all with a focus on connecting brands with the next generation of drinkers. Our mission is to bridge the gap between the current beverage landscape and Gen-Z consumers, using the BrewedAt brand to create fresh, memorable experiences that engage new audiences. Join us in person for CBP Connects Tampa December 7-9, 2026 Come get inspired, leave with actionable strategies: https://cbpconnects.com/

August 12, 202659 min

From Bourbons to Box Office: How One Distillery is Continuing to Innovate

Brandon McCraney at Olde Raleigh Distillery doesn't run a typical family distillery. He's partnered with Lionsgate on a John Wick-themed bourbon release, collaborated on a Scream 7 bottle, and keeps six taps of craft beer in his tasting room because he wants to have something for everyone. In this conversation, Brandon breaks down how he thinks about storytelling, experience, and community in a way that translates directly to the taproom world. He runs bottle club classes built around getting to know his customers, books events, and has figured out how to make every interaction feel personal at scale. We get into the parallels between brewing and distilling, what it actually looks like to run a family operation, and how chasing the right partnerships can open doors you didn't know existed. Join us for a conversation on what we can learn from our peers in the spirits world. Join us in person for CBP Connects Tampa December 7-9, 2026 Come get inspired, leave with actionable strategies: https://cbpconnects.com/

August 5, 202646 min

No More Slow Nights! How to bring 26 guests back to your taproom in 34 seconds…

Last month, breweries added 26.3 taproom visits for every push message they sent. 332 breweries have launched their own app in the past two years. And we're spilling the beans on the best kept secret in beer. In this session, we will break down exactly what goes into a successful brewery app, including best practices and real world examples on how to: -Build your Audience -Boost Taproom Traffic -Grow Membership Revenue This session is a must for Brewery Owners, Marketers and GMs! All attendees will receive a free copy of the Brewery App Bible including simple marketing checklists you can follow based on the goals you have for your taproom. Ring the bell! Class is in session! Ross Stensrud accidentally graduated from UCSD while studying lacrosse and spending plenty of time at O’Brien’s. After a brief stint designing pool cleaners (yes, really) in an effort to justify the cost of his degree, he pivoted and began recruiting smart friends to help build app marketing tech for local businesses—starting with music, then golf, and now craft beer with TapWyse. He lives in Carlsbad with his wife Laurel and their two boys, Roscoe (11) and Mason (9). When he’s not working, you’ll likely find him biking down PCH or shuttling his kids to basketball, golf, music, and skateboarding. Join us in person for CBP Connects Tampa December 7-9, 2026 Come get inspired, leave with actionable strategies: https://cbpconnects.com/

July 29, 202650 min

Using Data to Brew More Beer

Data is truly The 5th Ingredient in your beer. Yet too often, it’s treated as an afterthought. In a tightening market where cash is scarce, maximizing efficiency in your brewhouse has never been more critical. In this seminar, Aaron MJ Gore explores how to leverage the data you already have to get more beer out of every batch. By turning insight into action, you’ll learn practical ways to reduce waste, improve yields, and ultimately save both time and money. With more than a decade of sales, retail management, and business analytic experience in the craft beverage industry, Aaron MJ Gore loves the opportunities that he has every day to make a difference for small business owners across the country. He is the Vice-President of Sales and Marketing for Beer30, one of the drinks industry's leading software providers, is a co-founder of the Court Shoes Only charitable collaboration beer, and serves as the Vice-President of the American Craft Beer Hall of Fame. He is an Advanced Cicerone, Certified Pommelier, Certified Cheese Scholar, WSET Level 2 Spirits Certified, and is (AF)(NA) Beer Certified. Additionally, he is an active industry advocate, public speaker, beer and cider educator, and the father of two daughters who are the true passion of his life. Join us in person for CBP Connects Tampa December 7-9, 2026 Come get inspired, leave with actionable strategies: https://cbpconnects.com/

July 22, 202642 min

Using Nutrients, Enzymes, and Yeast to Improve Beer Quality and Brewhouse Efficiency

Brewing beer is easy. Four simple ingredients, and a process so straightforward that the earliest beers were brewed by accident when wet grains started to germinate and ferment. But brewing consistently high-quality beer is a different challenge, and the modern brewing process extends far beyond the simple equation of beer = water + malt + hops + yeast. Differentiating your product in a competitive market is a challenge that all brewers face. Doing all of this on a tight budget is a major challenge for many brewers today. While costs can be cut to an extent by purchasing cheaper ingredients, this comes at the risk of reducing product quality, consistency, or flavor. Through careful optimization of each step of the brewing process, you can improve yields and efficiency, allowing you to continue to use the high-quality ingredients that define your brand. In this presentation, you will discover the full range of tools available in the Brewer’s Toolkit. Learn how to use nutrients, enzymes, process aids, flavor additions, specific yeast strains and inactive specific yeast products to improve beer quality and brewing efficiency. Eric Abbott has a B.Sc. in Biochemistry, a M.Sc. in Botany, and 20 years of experience in the beverage industry. Since 2017, Eric has brought experience as a brewer, R&D scientist, and technical sales manager to the Lallemand Brewing technical team. As the main point of contact for brewing technical support and troubleshooting, Eric is keenly aware of the challenges that brewers face everyday. In collaboration with the Lallemand Brewing innovation team, Eric works to develop new products and resources to help brewers to improve product quality and increase brewing efficiency. Eric is a father of three daughters in the Montreal area, and he enjoys kayaking on the Rivière de Milles Iles, when it is not frozen. Join us in person for CBP Connects Tampa December 7-9, 2026 Come get inspired, leave with actionable strategies: https://cbpconnects.com/

July 15, 202638 min

Beyond Trivia Night: Creating Taproom Events that Actually Drive Engagement

In a beer industry facing rising costs, shifting consumer habits, and increased competition for attention, taproom events can no longer exist just to “fill a Monday night.” This talk is for craft brewery owners, managers, and staff who want their events to drive real engagement and revenue, not fade into the background. We’ll start by looking at how today’s economic realities are impacting foot traffic and guest behavior, followed by an honest assessment of common go-to events like trivia, open mics, and live music, and why they often struggle to differentiate or deliver meaningful returns. From there, we’ll explore real-world examples of creative, purpose-driven taproom events that actually stand out, including hyper-local collaborations, experiential programming, and events rooted in storytelling, education, and community. You’ll walk away with practical frameworks for evaluating ideas and building events that are scalable, repeatable, and aligned with your brand. We’ll wrap with an interactive discussion focused on your challenges and how to turn inspiration into next steps. Chris came to the world of craft beer after spending nearly 2 decades in corporate sales management and training. Since making the leap, he has combined that rich experience with a genuine love for this industry. After spending years in General Manager positions for multiple craft breweries, Chris built and opened Nine Spot Brewing in 2022. He currently hosts a popular NY State craft-focused social media channel called the New York Minute, in which he travels the state to find unique stories, and heads a consulting organization called Horse 2 Water that focuses on affordable, actionable plans for successful taproom management. Stay up to date with CBP: http://update.craftbeerprofessionals.org/ Join us in person for CBP Connects Tampa December 7-9, 2026 Come get inspired, leave with actionable strategies: https://cbpconnects.com/

July 8, 202631 min

Your Story Matters: Preserve It, Share It, Use It

Think about your brewery’s story — not the polished version on your website, but the real one. The batch that went sideways at 2 AM. The regular who talked you off a ledge during COVID. The moment you knew this crazy idea might actually work. Those stories? They’re probably still just living in someone’s head. And here’s the thing: memories fade. People move on. If we don’t capture these moments, they disappear — and with them, pieces of what makes your brewery special. I want to show you how to preserve your story in ways that actually feel doable. We’ll talk about sitting down with your founder or longtime bartender and just listening. Digging through old photos and tap lists. Figuring out which moments matter most before they slip away. And then — this is the important part — how to organize it all so it’s not just shoved in a box somewhere. Because your history isn’t just sentimental. Breweries that know their story build stronger brands. Staff who understand where you came from stick around longer. Customers feel the difference when there’s real depth behind what you’re pouring. Whether you’ve been open six months or sixteen years, you have a story worth telling. This session will give you the prompts, the simple tools, and the encouragement to start capturing it now — then actually use it to strengthen your team, your brand, and your connection to the people who keep coming back. Let’s make sure your story doesn’t get lost. Tim is a career storyteller: first as a broadcast journalist and news anchor in Seattle and Portland, then as founder of Coin Toss Brewing in Oregon City. After nearly a decade of building a brewery rooted deeply in local history, Tim sold the business in 2024. Today, through The Narrative Studio, he helps breweries, nonprofits, & businesses preserve their origin stories through oral histories, narrative documentation, and creative storytelling. He is also a contributor to the Oregon Hops & Brewing Archives at Oregon State University. Join us in person for CBP Connects Tampa December 7-9, 2026 Come get inspired, leave with actionable strategies: https://cbpconnects.com/

July 1, 202656 min

Your Ideal Brewery Distribution Partner: How to Identify a Great Fit

Considering distribution? In the market for a distributor in a new territory? Or maybe simply trying to figure out what’s missing in your current distribution equation? Join us to discuss both the most important traits of a great distribution partner and some warning signs to watch out for when you’re shopping & interviewing. Plus, learn more about evaluating portfolios, market position, sales teams, & personality to determine whether a terrific distributor is really the right fit for you & your brand. Your discussion panel includes: Chris Black (Founder & King of the iconic Falling Rock Tap House in Denver, CO) Bill Wetmore (Sales & Marketing Director and Head of Beer Strategery for Fat Head’s Brewery) John Anthony (Sales & Distribution Manager for Goat Patch Brewing Co. & Pike’s Peak Brewing Co.) Moderator: Laura Lodge (Author of Distribution Insight for the Craft Brewer, Co-Founder of Start A Brewery, and Owner/ Strategic Business Consultant at Customized Craft Beer Programs)

June 24, 202634 min

Profitable Taproom Tactics

Despite their best efforts, most Owners, GMs, and Taproom Managers leave money on the table because their taprooms operate below their true potential. In this session, we break down 12 proven tactics the most profitable taprooms use to generate 2x-5x more profit than their peers. We’ll walk through the 4 pillars of successful taprooms, outlining specific tactics and performance benchmarks, drawn from our work with 285+ U.S. craft breweries over the past 15 years. These tactics span pricing, product, margin, labor, events, merchandise, marketing, management, training, and customer service. So whether you just opened a new location, or want to fine-tune a long-standing operation, you’ll walk away with actionable steps you can use to make your taproom a consistent profit generator for your brewery. Julia Grubbs, CPA is a Brewery Consultant with Small Batch Standard, who has also previously held positions in accounting, tax, and compliance over her 4 years with the agency. Originally from Kentucky, she’s about as far from a one-dimensional bean counter as you can get, as a professional dancer and CPA living in New York City. Her love for small businesses and the relationships they enable combined with her uncanny knowledge of numbers led her to advising the brewing industry, acting as a trusted, specialized advisor for SBS’ wide range of clients across the country. She has had the pleasure of presenting at a variety of craft brewery conferences around the nation in Georgia, New York, Iowa, North Carolina, and Oklahoma.