Seminar By Track
Beer & Food
Friday, April 9, 2010
4:00 pm - 5:00 pm, Ballroom V
Craft Beer & the Artisanal & Natural Food Movement
Greg Koch, Stone Brewing Co.; Garrett Oliver, The Brooklyn Brewery; Stephanie Skinner, Culture Magazine
Craft brewers want foodies to embrace craft beer, and they do so more and more every day. Greg Koch believes that craft brewers should do more to embrace the artisanal food world, and take an active role in promoting it. Changes in the world of industrial beer are mirroring the changes in our industrialized food system, so the more craft brewers actively participate in changes to the food system, the more craft beer will thrive. And the more people's lives will be improved. And the more our environment will improve. And the clouds will begin to part, and the sun will shine, and the angels will sing.
Saturday, April 10, 2010
9:30 am - 10:30 am, Ballroom IV
Barrels, Bugs & Berries: Food and Beer Pairings for New Frontiers in Brewing
John Wyzkiewicz, Goose Island Beer Company
John Wyzkiewicz answers the question: what do culinary professionals pair with the next wave of new and innovative beer styles?
- Learn more about the boundaries being pushed in brewing today, from barrel aging and blending to new ingredients and fermentation organisms.
- Get the culinary impressions of these new and exciting beers and find out how chefs would pair these beers.
1:15 pm - 2:15 pm, Ballroom V
Culinary Collaborations
Jennifer Faulk, Louis Glunz Beer, Inc.; Randy Mosher, Randy Mosher Designs; Mike Roper, Hopleaf; Lucy Saunders, Beercook.com; Mindy Segal, HotChocolate
What happens when a beer distributor brings together top chefs, restaurateurs, brewery reps, retailers and craft beer culinary experts? This panel looks at the Louis Glunz Beer Inc. Culinary Council, a Chicago-based group united by its desire to bring better beer to the city's restaurants and home dinner tables. The team shares menus, pairings and cross-promotions to illustrate best practices for culinary marketing of craft beer. Culinary marketing resources include:
- Guided tastings.
- Rrecipe development.
- Customized pairings.
- Events and in-store sampling programs.
- Cooking demonstrations.
2:30 pm - 3:30 pm, Ballroom V
Flavors of Chocolate: How to Brew, Pair and Cook with It
Sebbie Buhler, Rogue Ales; Brad Kintzer, Tcho Chocolates; John Maier, Rogue Ales; Bruce Paton, The Beer Chef
Chocolate has been enjoyed as an ingredient in food and drink for centuries. With the new wave of craft brewers and innovative chefs who cook with beer and pair their cuisine with beer, chocolate has moved from the dessert menu to appetizers and entrees, as well as onto the beer and wine menu. This panel will explore:
- How chocolate can be used in brewing—powder, bars, nibs, extracts, roasted grains.
- How chefs are cooking with beers brewed with chocolate, and pairing their menus around these beers.
- The buzz from the chocolatier, brewer, chef and press.
Brewery Start-Ups
Thursday, April 8, 2010
1:45 pm - 2:45 pm, Ballroom III
Dollars & Sense: Formulating and Funding Your New Brewery
Scott Metzger, Freetail Brewing Co.
Scott Metzger examines brewpub start-up concerns from the initial vision to lessons learned from the first 18 months of operation.
- Write the business plan that turns interest into investment.
- Budget your start-up properly to avoid unanticipated and potentially catastrophic costs.
- Cultivate media and social networks for success from day one.
3:00 pm - 4:00 pm, Ballroom III
Building a Production Brewery from the Ground Up
Trent Mooring, Josh Brewer & Sephen Hill, Mother Earth Brewing
Trent Mooring and Stephen Hill of Mother Earth Brewing just completed building a brewery from the ground up, and they're eager to share their experience with you. From finding the right location and selecting the best equipment, to developing your product line, these guys have been there and done that. Just a hint of what you'll learn:
- How to establish a solid foundation for your brewery through research and business planning.
- Tips for designing your facility, managing construction, and your brewer's role.
- Ways to identify, develop, and market your brand.
- What to expect the first weeks of production.
4:15 pm - 5:15 pm, Ballroom III
A Wee Humble Pub: A Simple, Less Expensive Way to Own, Start and Run Your Own Brewery
Tom Hennessy, Colorado Boy Pub & Brewery
Tom Hennessy will offer a simple step by step checklist on how to open a small brewery that is easy to understand and practical in its application. This is real life, nuts and bolts information to demonstrate a simpler and less expensive way to start your own brewery.
- See how taking over an existing restaurant will save time, money and headaches.
- Learn how to put together a brewing system that will cost thousands less than you would expect to spend.
- Implement a killer business system to operate your brewery so you can make money, and still have a life.
Brewing Operations
Thursday, April 8, 2010
3:00 pm - 4:00 pm, Ballroom I & II
Mashing Parameters
Lars Larson, Trumer Brauerei
Mashing is a key part of brewhouse operations. This talk will review the fundamentals of mashing from water and pH to enzymatic activity. It will also discuss how the process works and how the brewer can control the parameters to control the final product.
4:15 pm - 5:15 pm, Ballroom I & II
Proper Storage, Shipping & Handling of Hop Pellets
Dr. Val Peacock, Hop Solution Inc
Val Peacock shares his experiences of developing hop pellet shipping and storage specifications for a major brewer. Attendees will learn practical aspects of:
- Proper storage parameters for storing sealed and opened bags of hop pellets (time, temperature and variety).
- Precautions needed to avoid catastrophic damage to hop pellets during shipping, when they can be exposed to unexpected warm phases (110° F for a few days), and what can happen when this occurs.
Friday, April 9, 2010
8:30 am - 9:30 am, Ballroom IV
Great Hops and Great Beer
Matt Brynildson, Firestone Walker Brewing Co.; Darren Gamache, Virgil Gamache Farms; Gayle Goschie, Goschie Farms; James Ottolini, The Saint Louis Brewery; Thomas Raiser, Barth-Haas Group
Saturday, April 10, 2010
9:30 am - 10:30 am, Ballroom I & II
Glass Bottles
Jim Dobson, RJ Dobson Consulting; Bill Slusser, American Glass Research
This seminar is a primer on glass bottle manufacturing, sourcing, defects, stock and special bottles, filler and labeler issues, as well as recycling.
10:45 am - 11:45 am, Ballroom I & II
QC Lab for Under $3K
Shawn Steele, Karl Strauss Brewing Company
Shawn Steele guides beginners through the process of building a quality control lab on a budget. Learn what equipment is needed, what techniques are most essential, and how to measure success.
- Learn proper yeast pitching and management to extend the life of your yeast and save you money in the long run.
- Learn how to perform basic microbiology, including gram stain and microscopy.
- Learn how to use this information to be more efficient and extend the shelf life of your beer.
1:15 pm - 2:15 pm, Ballroom III
Safety and OSHA Compliance
Gary Nicholas, Bell's Brewery, Inc.
Safety is a topic that everyone agrees is important, yet rarely gets incorporated into the everyday operations of craft breweries. Gary Nicholas will focus on practical steps for developing and implementing safety programs, with special emphasis given to providing tools and resources. Using chemical handling and safety as the primary example, attendees will learn to:
- Conduct risk assessments.
- Draft written procedures and training materials.
- Create auditing systems that promote staff acceptance rather than alienation.
2:30 pm - 3:30 pm, Ballroom III
Improving Barley Varieties through Genomic Research: Breeding, Gene Mapping and Genetic Modification
Mike Brophy, BMBRI; Dan Carey, New Glarus Brewing Company; Mike Davis, American Malting Barley Association
Traditional breeding methodology is now combined with advanced genomic technology to develop the non GM malting barley varieties currently available in North America. Genetic modification methods have been used to develop experimental GM barley lines in the US and in the last year there has been movement towards the commercialization of GM wheat varieties, which may impact barley.
- Learn about the latest research underway and recent developments regarding GM varieties and if, and when, they may become a reality.
- Find out the views of North American growers, malting and brewing organizations, individual brewers, and come prepared to discuss yours.
Brewpub Management & Marketing
Thursday, April 8, 2010
1:45 pm - 2:45 pm, Ballroom IV
The Art of Creating Repeat Business
Timothy McMurray and Paul Nashak, Mountain Sun Pub and Brewery/Southern Sun Pub and Brewery/Vine Street Pub
Paul Nashak and Timothy McMurray will explore how, for a brewpub owner, focusing on creating repeat business is often more productive and profitable than striving to create new business. The underlying current throughout the presentation will be creating an atmosphere of hospitality that is addictive to your customer base. The seminar will cover topics such as:
- Gearing your concept toward customers returning.
- The importance of consistent products.
- Hiring practices that will yield employees your customers will want to get to know and will return to see again.
- The importance of relying on business practices that transfer ownership of your establishment to the employees.
3:00 pm - 4:00 pm, Ballroom IV
Social Marketing: Creating Community in Real Time
Bob Morehouse, Vermilion, Inc.
How do you use the rapidly evolving social media sphere to your advantage? Bob Morehouse will share the innovative practices of leading brewers, explore ways to get maximum impact with minimal effort, and devise strategies that get the word out quickly while building the brand for the long run. The goal is to provide a comprehensive overview of this dynamic arena, and leave with a set of enthusiastic but realistic expectations that you can accomplish through social marketing.
Friday, April 9, 2010
8:30 am - 9:30 am, Ballroom V
The Gourdians, Pt. 2 – The Pumpkin Strikes Back
David Buhler, Elysian Brewing Co.; Greg Koch, Stone Brewing Co.; Marty Jones, Wynkoop Brewery
Three of craft beer's savviest promoters, media ticklers and buzz builders host a back-by-popular-demand session for breweries seeking more mojo. David Buhler, Marty Jones and Greg Koch will discuss the joys of entertaining and smartly communicated ideas and how these ideas create happy beer fans. They'll also discuss the upside of humor, smashing pumpkins and thinking outside of one's gourd. Vegetables and status-quo thinking may get hurt in this entertaining hour.
2:45 pm - 3:45 pm, Ballroom V
Financing an Expansion
John McClear, Citizens Bank; Scott Newman-Bale, Shorts Brewing Company
Discover what the bank is looking for to maximize your relationship and get the best chance of financing and the most preferential rates. Explore topics like:
- What types of loans are available?
- How you can be proactive now to get loans in the future.
- All size loans from a line of credit to a multi-million dollar expansion.
Saturday, April 10, 2010
10:45 am - 11:45 am, Parlor C
Intellectual Property Law: Options and Protections for the Brewing Industry
Benjamin Findley, Stacy Heffner and Tyler Webb, Brinks Hofer Gilson & Lione
Intellectual property attorneys Stacy Heffner, Ben Findley and Ty Webb explore intellectual property law issues and how they can affect the brewing industry.
- Expand your knowledge of intellectual property as it pertains to the brewing industry.
- Learn why a business may want to create an intellectual property portfolio (e.g., patents, trademarks, trade secrets and copyrights) and how to go about doing it.
- Understand what intellectual property issues a brewing industry company should be aware of as it goes about its business.
Export Development Program
Thursday, April 8, 2010
1:45 pm - 2:45 pm, Parlor C
Opportunities for U.S. Craft Beer in British Columbia
Bill Michael, Category Manager Beer, British Columbia Liquor Distribution Board Canada/British Columbia
Bill will discuss British Columbia's Liquor Distribution Board's interest in specialty beers, his experience with American craft beer, his thoughts on trends in the Canadian (BC specific) retail trade in terms of specialty beer sales and consumption as well as future plans by the BC LDB for American Craft Beer.
3:00 pm - 4:00 pm, Parlor C
The China Market, American Craft Beer & the U.s. Department of Agriculture
William W. Westman, American Meat Institute
Bill Westman assesses a huge untapped beer market. China's market is the largest in the world in terms of production volume worth $132 billion in 2008 sales. In 2010, imported lager is projected to be 23 million liters valued at $230 million, expected to increase 3.5 percent annually. Bill will touch on:
- China's economic growth and rising disposable incomes have driven the consumer foodservice market, as well as the development of bars and pubs in major cities. The brewpub is still a relatively new concept in China.
- Beer and ale with unique flavors and tastes are gaining popularity among the rapidly expanding middle-class.
- Imported beer sales are tiny compared with domestic sales, however with a population of 1.3 billion, the market is promising.
4:15 pm - 5:15 pm, Parlor C
Spain and American Craft Beer
Robert Merryman/Grup Gálvez/Condal Chef S.L.
Robert Merryman discusses the current situation in the growing Spanish craft beer market and the future.
- Learn about the Spanish market and its potential.
- See the role of American craft beer in the beer revolution.
- Find out how the company Condal Chef sells beer in a traditionally wine, mixed drink, and premium lager market.
Government Affairs
Friday, April 9, 2010
8:30 am - 9:30 am, Parlor C
Restaurant Issues
Rick Berman, American Beverage Institute
Rick Berman will address key government affairs issues that impact restaurants, including ignition interlocks and requirements from government agencies.
2:45 pm - 3:45 pm, Parlor C
Government Affairs Update
Marc Sorini, McDermott, Will & Emery LLP
Marc Sorini presents an overview of the past year's important legal and legislative developments. Among the topics to be covered include:
- The status of court cases challenging state alcohol laws on federal Commerce Clause grounds.
- Developments in federal and state excise tax policies towards beer.
- Recent changes in state laws and policies towards brewer-wholesaler relations.
4:00 pm - 5:00 pm, Parlor C
All Politics Are Local—Strengthening the Voice of Brewers in American Politics
Tim Scully Jr., MillerCoors Brewing Co.
Tim Scully Jr. will discuss the critical importance of involvement of brewers, large and small, in the American political process and why your direct action can pay direct benefits for your business. Remember: democracy is not a spectator sport!
Saturday, April 10, 2010
9:30 am - 10:30 am, Parlor C
Current Dynamics of Franchise Law
Nick Matt, Matt Brewing Co., Marc Sorini, McDermott Will & Emery LLP
State franchise laws were originally intended to protect beer wholesalers from large brewers leaving their houses without compensation. Small brewers have been caught in the crossfire of state franchise laws and have been limited in certain circumstances from leaving a wholesaler for fair market value, have had brands transferred to wholesalers they did not choose as wholesalers have consolidated, and have seen new franchise legislative activity each year. Marc Sorini and Nick Matt discuss recent developments in state franchise laws and what the outlook is going forward.
1:15 pm - 2:15 pm, Parlor C
Guilds Panel & Roundtable
Pete Johnson, Brewers Association; Tom McCormick, California Small Brewers Association; Tony Herbert, Montana Brewers Association; Brian Butenschoen, Oregon Brewers Guild; Carl Nolen & Jeff Hamilton, Wisconsin Brewers Guild
Pete Johnson will lead the session that will include brief (approximately five minute) presentations from four guild representatives about innovative programs each is implementing/developing for their respective guilds. Following the presentations attendees will have the opportunity to ask questions of the presenters as well as bring new topics to the floor for discussion. Learn:
- The benefits of working with wholesalers.
- Securing a state Agriculture Department grant.
- How participating in the Great American Beer Festival Guilds Pavilion adds value to the guild and its members.
- The story behind the Wisconsin Small Brewers Caucus.
2:30 pm - 3:30 pm, Parlor C
Malt Beverages Labeling
Battle Martin, U.S. Tax and Trade Bureau
Battle Martin, TTB's malt beverage labeling specialist, will discuss obtaining label approval from a practical perspective. During this fast-paced session you'll learn:
- When a formula is required and how that may impact labeling.
- What information must and may appear on labels.
- Common pitfalls to avoid when seeking label approval either via COLAs Online or on paper.
Packaging Breweries
Friday, April 9, 2010
2:45 pm - 3:45 pm, Ballroom I & II
Breaking The Corner
Barry Lynn
Lynn will give a brief overview of the revolutionary changes in our economy and society that trace to the Reagan Administration's overthrow of our antimonopoly laws in 1981. He will emphasize three main points:
- Beer brewers are not alone in facing monopolies; there are similar concentration throughout our economy.
- This concentration is not natural or inevitable; it is the product of conscious and deliberate changes in law.
- Beer brewers can beat the monopolists, if they work with other small business entrepreneurs to use our government to recreate true open markets in America.
Saturday, April 10, 2010
9:30 am - 10:30 am, Ballroom V
Craft Brand and SKU Proliferation: Great Opportunity or Great Danger?
Rick Steckler, Click Wholesale Distributing; Adam Lambert, Dogfish Head Craft Brewery; Jim Schembre, World Class Beverages
This panel addresses the astounding increase in the number of craft and specialty import beer brands and SKUs currently being offered to the market place. How will we as an industry adapt to this explosion of products to properly take advantage of the opportunity and at the same time avoid potential pitfalls that may be associated with it?
- Examine a case study of the meteoric, several year rise of cork finished 750 ml beers in a mature craft market. How are they doing now?
- Share ideas among the brewery/importer, distributor and retailer tiers on what each other might be looking for when considering new brands or items.
- Should brewers and distributors be concerned about core brand erosion; should we worry about consumers being fixated on finding the newest, biggest, coolest beer or style (or should we jump up and down and rejoice)?
10:45 am - 11:45 am, Ballroom V
Storytelling 2.0: Social Media is a Conversation
Dean Browell, Feedback; Erik Myers, Mystery Brewing Company; Charlie Papazian, Brewers Association; Sean Wilson, Fullsteam Brewery
It's time to stop thinking of Twitter, Facebook, and blogging as simple extensions of your press releases. Storytelling 2.0 will help you discover your own unique voice to connect, build, and bond with your fan base. Talk with—not at—your customers.
- Learn how to use social media to complement your marketing initiatives.
- Find out why people follow you, what they want, and how to use it to your advantage.
- Discover common social media pitfalls and how to avoid them.
- Learn practical lessons on how to make social media work for you.
1:15 pm - 2:15 pm, Ballroom I & II
Getting Ink: How to Tell Your Story to the Media
Christian DeBenedetti; Lisa Donoughe, Watershed; David Kesmodel, Wall Street Journal
This will be a lively presentation designed to take the audience through the real process of developing story ideas targeted for national media. The speakers will also talk about:
- The pitching process.
- Relationship building.
- Do's and don'ts for media success.
2:30 pm - 3:30 pm, Ballroom I & II
Keeping Demand in Front of Supply: How to Build Grassroots Excitement for Limited Release Beers
Sam Calagione, Dogfish Head Craft Brewery; Vinnie Cilurzo, Russian River Brewing Company; Patrick Rue, The Bruery; Joe Short, Shorts Brewing Company; Scott Vaccaro, Captain Lawrence Brewing Co.
Sam Calagione leads a panel through a variety of related topics including:
- Percentage of sales going to non-core beers.
- Percentage of these beers sold through distributors vs. directly from their breweries.
- Processes leading to the release of specialty beers.
- Motivation and education of distributors to care about these beers as the world of retail/wholesaler consolidation and SKU proliferation becomes more challenging.
- POS/marketing/events/strategy that best allows them to captivate and intensify the excitement for these beers.
- What role do packaging and container size play in these releases?
- How do they determine appropriate pricing and production volumes for these beers?
- Specialty beer projects the speakers attempted that didn't work.
- What's next from the speakers for specialty beers?
Selling Craft Beer
Thursday, April 8, 2010
1:45 pm - 2:45 pm, Ballroom V
Sales Skills
Bob Collins, Windy City Distributing
Bob Collins will break down some of the most effective selling tools for the craft category. He will layout the proper steps to a successful sales call including the preparation of a S.M.A.R.T objective. Through the course of the presentation he will also answer the following questions:
- How and why buyers make their decisions.
- How to overcome buyer’s objections.
- How to compete against the large budgets of macros and imports.
3:00 pm - 4:00 pm, Ballroom V
Beer Buyers Panel (On Premise)
Arlan Arnsten, Stone Brewing Co.; Tracy Finklang, Rock Bottom Brewery Restaurants; John Lane, The Winking Lizard; Kip Snider, Yard House Restaurants
The On-Premise buyers panel will discuss their relationships with brewers and wholesalers, what factors go into decision making for tap handles or a place on the menu, how to get a meeting, what they prefer brewers and wholesalers to do and not do when it comes to working with their company. The group will also address store-to-store differences in their strategies to beer lists.
4:15 pm - 5:15 pm, Ballroom V
Beer Buyers Panel (Off Premise)
Bump Williams, Bump Williams Consulting Company/John Arsenault, Hanaford/Mark Kenny, Sam's Club
The growth of craft beer has never been more important to retailers than it is today. With the big brewers all getting behind the support of sub-premium beer, the growth in promotions of 30-pack cans, the availability of IRCs, scan-backs and deep discounting of America's leading national beer brands, where are retailers supposed to go in order to keep the beer category healthy and profitable? The answer is simple: craft beer. The seminar will cover:
- The role craft beer plays within the beer category.
- The importance of the craft shopper and the growth trends of craft beer with America’s leading retailers.
- Shelf space: how OOS's (out of stocks) are costing the retailer millions.
- What impact will brewer and wholesaler consolidation have on the future of craft beers?
- Will there be enough brewing capacity among craft brewers to truly hit a 10-percent market share?
- What impact will the downturn of the economic environment have on craft shoppers?
Sustainability
Friday, April 9, 2010
8:30 am - 9:30 am, Ballroom III
How Company Culture Can Help Sustainability
Patrick Conway, Great Lakes Brewing Co.; Jenn Orgolini, New Belgium Brewing Co.; James Soares, Squatters Pub and Brewery;
Opportunities for sustainability exist within every corner of a brewery and restaurant. By engaging and empowering coworkers, we generate more ideas for system-wide sustainability while creating a fulfilling environment for both employees and customers. New Belgium, Great Lakes, and Squatters owe many of their advancements in sustainable practices to educated, engaged and innovative coworkers. In this session, they will review tools to help you integrate sustainability throughout operations including…
- High involvement culture.
- Sustainability management systems.
- Green teams and other employee based groups.
2:45 pm - 3:45 pm, Ballroom III
Wastewater Panel
Mike Altman, Iron Springs Pub and Brewery; Ken Grossman, Sierra Nevada Brewing Co.; Jeff Van Voorhis, Symbiont Science, Engineering, and Construction
One issue that can have a significant impact on brewery facilities is the wastewater that is generated as part of production/sanitation. This panel will provide an overview of how breweries of various sizes and locations have overcome wastewater related hurdles. The key elements of brewery wastewater that will be addressed include:
- Typical sewer limits and rates.
- Expansion planning.
- Waste segregation (yeast, grain, trub).
- pH adjustment.
- Solids removal.
- Organic treatment (aerobic and anaerobic treatment).
- Wastewater treatment by-products (sludge, biogas).
- Aesthetics.
- Odors.
4:00 pm - 5:00 pm, Ballroom III
Water Conservation
Fred Strachan, Sierra Nevada Brewing Co.
Fred Strachan looks at different ways to conserve water in brewery and pub operations using water audit criteria, employee education, and system optimization and sub-metering.
- Find out how small changes in kitchen and pub operations can result in big water savings.
- Learn about water savings ideas for employee education.
- Discover new and interesting ideas related to water conservation in the brewery.
Saturday, April 10, 2010
10:45 am - 11:45 am, Ballroom III
Mixing Wine with Beer? Learning Lessons from Sustainable Wine-growing initiatives
Dr. Ann Thrupp, Fetzer/Bonterra Vineyards
Are you wondering why sustainable wine production is being included in a beer conference? Ann Thrupp will briefly summarize successful sustainability initiatives in the wine industry, focused on the California experience. This session provides an opportunity to:
- Learn key lessons about the sustainable winegrowing program that can be relevant for brewers.
- Find out principles and processes that are important in implementing sustainable practices (and avoiding greenwashing).
- Exchange ideas on what benefits (or risks) are perceived by participants in sustainability efforts.
Technical Brewing
Thursday, April 8, 2010
1:45 pm - 2:45 pm, Ballroom I & II
Practical Lautering for Maximization of Quality, Throughput and Yield
David Kapral, Brewing Consulting Services
David Kapral presents information based on a practical approach to lautering, beginning with the role of milling and mashing on the success of wort separation. A number of critical success factors are reviewed and ranked, including:
- The contribution of milling, mashing and transfer equipment on lautering success.
- Water concerns, both internal and external.
- Handling deep grain beds while maintaining cycle times and extract efficiency.
- Lauter tun sanitation.
- Using our senses to evaluate our processes.
- Lauter tun "bad behavior": correcting operational problems.
- Effective yield maximization techniques and lauter tun performance measures.
4:15 pm - 5:15 pm, Ballroom IV
Drinkability
Dr. Michael Lewis
Drinkability is the brewer's mantra and Holy Grail. A beer should not be satiating or filling; it should be more-ish, crisp not heavy, tasty but not fatiguing, and should leave the consumer satisfied but willing and able to have another. The reason is simple: (a) the profit is somewhere in the last bottle of the six-pack and (b) the sooner that is gone, the sooner it must be replaced. And therein lies something of a dilemma for an industry that preaches moderation: drinkability is a trait that is intended to encourage consumption. The craft beer segment of the industry needs to think about drinkability if it is to grow in the marketplace, and the old idea of flavor balance and deliciousness might provide a clue to the future.
Friday, April 9, 2010
2:45 pm - 3:45 pm, Ballroom IV
Toothpicks, Garlic and Chalk: Three Key Ingredients to Any Brewery's Barrel-Aged Sour Beer Program
Vinnie Cilurzo, Russian River Brewing Company
Vinnie Cilurzo will take a broad look at barrel aging sour beers. He will cover some general concepts such as the use of Brettanomyces yeast as well as bacteria. Vinnie will also describe how exactly RRBC makes its sour barrel beers. You will also learn about some practical techniques Vinnie utilizes at RRBC including the surprising use of toothpicks, garlic, and chalk (of all things) in the barrel program.
4:00 pm - 5:00 pm, Ballroom IV
Troubleshooting Panel
Steve Breezely, Avery Brewing Co.; Pete Crowley, Rock Bottom Brewery Chicago; Dan Carey, New Glarus Brewing Company; John Harris, Full Sail Brewing Company; Ken Grossman, Sierra Nevada Brewing Co.
Now in its 12th year, the troubleshooting panel provides a forum for you, the conference attendee, to bring any questions you have regarding the technical side of brewing. This is the one presentation at the conference that is not topic specific. It is an interactive forum with questions coming from the audience. The panel is made up of experienced brewers from all different sizes of breweries. Bring any question you might have. Past topics have included:
- Mashing and extract- stuck runoffs.
- Wort aeration- fermentation regimes.
- Dry-hopping programs.
- Pretty much everything under the sun.
Saturday, April 10, 2010
10:45 am - 11:45 am, Ballroom IV
Brewing Belgian White and Wit Beers
Stan Hieronymus; Yvan De Baets, Brasserie de la Senne; Steven Pauwels, Boulevard Brewing Company; Jason Perkins, Allagash Brewing Co.
The panel, compirsed of brewers with experience in both Belgium and the United States, will examine the technical challenges of brewing what was for hundreds of years, the local beer around Leuven and now has become the best-selling wheat "style" ever in America. Practical discussion will include haze stability, spicing, bottle conditioning, microbiological concerns, and "secret ingredients".
1:15 pm - 2:15 pm, Ballroom IV
Fermentation Control
Alastair Pringle, Pringle-Scott LLC
Alastair Pringle reveals the secrets of one of the least understood, but arguably the most important parts of the brewing process.
- Learn how to spot the most important factors controlling fermentation-related flavors.
- Discover how these factors can be simply controlled.
- Increase your ability to trouble-shoot fermentation problems.
2:30 pm - 3:30 pm, Ballroom IV
Dry Hopping Panel
Peter Bouckaert, New Belgium Brewing Co.; Steve Dressler, Sierra Nevada Brewing Co.; Jeremy Marshall, Lagunitas Brewing Co.; Steven Pauwels, Boulevard Brewing Company; Mitch Steele, Stone Brewing Co.
As craft brewers, we all deal with the challenge to pack more hop aroma and flavor in our beers. This session brings brewmasters from some of the most technically savvy U.S. breweries together to discuss why and how they came up with their solutions to dry hopping and the pros and cons of their methods.
- Learn different dry hop techniques.
- Discover how other brewers developed a dry hop method that might work for you.
- Ask the questions about dry hopping that you've always wanted answered.
Trends
Friday, April 9, 2010
8:30 am - 9:30 am, Ballroom I & II
A Deep Dive on Craft
Benj Steinman, Beer Marketers Insights
Benj Steinman will look at craft's historical development and how much craft now matters in the total beer industry, using numbers, analysis and his extensive experience as editor of Beer Marketer's INSIGHTS. Benj will provide info on:
- Overview of total industry trends and how craft has defied them
- Which craft brewers grew most in recent years . How craft has stolen import's image thunder
- Geographic differences in craft consumption
- Big brewer efforts to compete more effectively with craft
- Channel variations: strong in supers, weak in c-stores, etc
- Pricing, finances and marketing of craft beers
4:00 pm - 5:00 pm, Ballroom I & II
Craft Beer Drinkers: What's Important to Them When They're Not Drinking Beer (and Why It Matters When They Are)
Camille Conley, Futures Company; Michael Kallenberger, MillerCoors Brewing Co.
Mike Kallenberger and Camille Conley will use data from the most recent Yankelovich MONITOR to explain how craft beer drinkers are different from other beer drinkers in terms of attitudes and values, as well as behavior and lifestyles.
- Find out what makes craft beer drinkers tick, beyond beer.
- Learn how this connects to their love of beer.
- Identify what this means for marketing and other beer-related programs.
Saturday, April 10, 2010
9:30 am – 10:30 am, Ballroom III
Trends on Tap for Craft Beer
Julia Herz, Brewers Association; Steve Thornberry, Nielsen Co.
Join Steven Thornberry of The Nielsen Co. and Julia Herz of the Brewers Association as they share their take on current trends affecting craft brewers and craft beer consumers. Topics covered in this talk include:
- Craft beer consumer trends and demographic data.
- The correlation between sales on- and off-premise.
- The shelf space situation.
- Craft compared to wine and spirits.
- Selling brands first and then style.
- The media component.
- Big picture data on the segment of craft brewers.
- Brewers Association programs and resources.
