Sales wins increasingly come from thinking about the end consumer, stepping away from a long tradition of only “brewing what we like to drink.” Sharing insights into the needs, preferences, and behaviors of today’s diverse beverage consumers, this seminar helps breweries unlock new sales opportunities. Learn about the changes to who’s drinking alcohol and why, made concrete through case studies from a distribution-focused brewery and one concentrated on taproom sales. Whether it’s flavor, format, price, or placements, you’ll gain a better understanding of how to target today’s customer preferences by designing products and experiences that meet their needs.

Learning Objectives:

• Walk away with actionable data about today’s cross-category drinkers and how to attract them to your taproom or product
• Understand a multistep framework for product development and taproom programming that works backwards from the drinker
• Identify levers—flavor, format, price, placement—that a brewery can pull to fit its products within consumer need states
• Feel empowered to incorporate consumer insights into a brewery’s product development processes