Brewbound Insiders are reading highlights from Boston Beer Company’s annual media brunch at the Great American Beer Festival. 

Boston Beer founder and chairman Jim Koch shared his thoughts on why beyond beer is primed for craft brewery innovation and how craft light lagers can be competitive in the style’s crowded marketplace. Then, Dogfish Head co-founder Sam Calagione dished on how Boston Beer is connecting with consumers, and using feedback to directly influence product launches. 

Insiders are also: 

• Learning about former IWSR chief strategy officer Brandy Rand’s latest career move; 
• Diving into Circana’s weekly scans, including positive news for beer;
• Reading the latest on California's hemp ban;
• And checking out how one Denver business is attracting consumers with craft beer, shopping and hot wings.

Insiders also have access to the Brewbound Newsletter Archive, including previous newsletter-exclusive Insider content.

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The “diversification” of craft brewery portfolios with beyond beer products “is a good thing,” according to American Homebrewers Association (AHA) executive director Julia Herz, who kicked off Boston Beer Company’s annual media brunch in Denver last week during the Great American Beer Festival (GABF). 

Herz asked attending media members: “We all already have the equipment to ferment, why not just do more than brew?

“Sam[uel] Adams and their diversification, it's a good thing, it's a positive thing, it's an inspiring thing. You know why? Because we all are crossdrinkers. The majority of fermented beverage alcohol is enjoyed by people today, just like us, that admittedly drink not just one of the beverage categories.”

Insiders can read more, including Boston Beer founder Jim Koch’s thoughts on what craft light lagers are doing wrong and Boston Beer’s alternative strategy with American Light, comments on craft strengths and innovation by Dogfish Head co-founder Sam Calagione and words from Brewing the American Dream Experienceship winner and Crowns & Hops co-founder Beny Ashburn.

The 2024 Brewbound Live business conference will explore how to create meaningful connections with consumers across generations with predictive insights firm Foresight Factory.

Lindsay Kunkle, the head of the global firm’s U.S. consultancy, will examine shifting demographics, changing consumer mindsets and emerging audiences with an eye on how these factors are relevant to beverage-alcohol producers. She will offer insights into Generation Z’s outlook on alcohol, as well as dive into the “never old mindset” of Baby Boomers as they enter longevity, the new definition of diversity ,and the growing population of adults who opt not to have children.

Kunkle will be among the featured speakers at the 2024 Brewbound Live conference December 11 and 12 at the Marina del Rey Marriott in California. Tickets are available now.

Leaders from all three tiers will gather for business-focused conversations on driving the bev-alc industry forward, data presentations, networking and brand building.

The speaker roster includes:

• Natalie Cilurzo, Russian River Brewing co-owner;
• Lester Jones, NBWA chief economist and VP of analytics;
• Jennifer Hauke, Draftline Technologies founder;
• Zech Francis, BeatBox Beverages SVP of global marketing;
• Rebecca Dye Yonushonis, New Belgium Brewing CMO;
• Arthur Moye, owner and CEO of Full Circle Brewing;
• Kaleigh Theriault, director of thought leadership, beverage alcohol vertical, NIQ;
• Brian “BK” Krueger, VP of business development and portfolio strategies, Bump Williams Consulting;
• Peter Skrbek, CEO, Deschutes Brewery;
• Rebecca Maisel, Gulf Distributing SVP legal and government affairs;
• Lauren Doll-Sheeder, Doll Distributing managing partner;
• Jennifer Grant, Markstein Sales general manager and VP.

Additional speakers will be announced in the coming weeks.

Register for Brewbound Live 2024 >>

Brewbound Live is sponsored by John I. Haas, NIQ, Crafted ERP, Strike Visuals, Fast Track Packaging, Abstrax Hops, NIQ, Foundry, Suntory, Firestone Walker and JuneShine. Sponsorship opportunities are still available for those seeking to elevate their presence beyond participation. Supplier and service companies interested in sponsoring the Pitch Slam and/or Brewbound Live should contact Brewbound’s ad sales team about opportunities.