Podcast
Craft Beer Professionals
Hosted by Craft Beer Professionals · EN
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.
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www.CraftBeerProfessionals.org
12episodes
Episodes
Newest firstAll episodes
Adding Spirits to Your Brewery
1w ago00:26:25Tap to summarizeJoin Donald Snyder, a 20+ year spirit industry leader, as he discusses the many opportunities and challenges that brewers will face when adding spirits to their brewery operations. Adding a spirits program to a brewery is never a one-size fits all. From space constraints to unique state laws, every spirits journey will be different. Donald will walk through the federal licensing steps, TTB monthly reporting requirements, equipment considerations, packaging options, the current spirits sourcing market, a well-rounded spirits portfolio (from cocktails to spirits based RTDs to off-premise bottle sales), and even review an example Profit and Loss Business Model for different spirit types. Revenue diversification for brewers will becoming more and more critical and adding a spirits program could be a great way to bring in new customers.Donald Snyder, distilling industry consultant and previous President/Founder of Whiskey Systems Distillery Management Software, has 20+ years in the alcohol and beverage industry including holding senior management roles at the Buffalo Trace Distillery and MGPI of Indiana (formerly the Seagram’s Distillery). Donald now helps distilleries of all sizes with licensing, internal audits and TTB compliance checks, spirit sourcing, aged whiskey barrel brokering, packaging supply chain management, equipment and vendor selection, business valuations, merger & acquisition support, team training and development, software utilization, and many other areas to drive profitability. Donald is now bringing his spirits experience to the brewing world to help brewers unlock potential revenue to help them offer high quality spirits in their taproom to the meet an ever-changing customer palate.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →Is DtC Right for Me? Understanding the Risks and Rewards of Shipping Beer
2w ago00:53:44Tap to summarizeFor brewers looking to grow their market, the prospect of the direct-to-consumer (DtC) shipping channel—and the potential to sell to consumers across the country that it brings—can be tantalizing. Indeed, a brewer with a successful DtC shipping program can reap benefits beyond simple remote sales, including eliciting distributor attention for three-tier sales. But as a complicated market, with numerous logistical and regulatory hurdles to overcome, DtC shipping is still not for everyone.Hear Alex Koral, regulatory general counsel at Sovos ShipCompliant, talk about the ins and outs of DtC shipping, including how to build your DtC presence, how to manage the compliance requirements, what logistics services you will need to ship, and how we can grow the DtC market further so that more consumers and breweries can benefit from this still limited but growing market.Based in Boulder, Colorado, Alex Koral is Regulatory General Counsel for Sovos ShipCompliant, where he serves as lead legal researcher for beverage alcohol regulation and has become a leading expert on interstate distribution of alcohol. He has spoken on the topic at many industry events including Craft Beer Professionals Virtual Conferences, Craft Brewers Conference, American Craft Spirits Association Convention, as well as meetings for the National Council of State Liquor Administrators and the National Liquor Law Enforcement Association. Alex has been in the beverage alcohol arena since 2015, after receiving his J.D. from the University of Colorado Law School.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →Dealing With Seasonality
3w ago00:56:58Tap to summarizeSeasonality hits every brewery differently. A beach town in July looks nothing like a mountain town in February. In this panel, we are bringing together breweries from very different markets to talk about how they plan for the swings, manage staffing and inventory, adjust events and marketing, and keep revenue steady when foot traffic shifts. This conversation will include real examples of what has worked, what has not, and how they think about cash flow, community, and long term sustainability when the busy season ends and the quiet season begins.This conversation features:Cory Smith (Twin Oast Brewing)Daniel Callender (Salty Turtle Beer)Jenna Brown (South Lake Brewing Company)Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →It's Okay To Not Be Okay: Mental Health at Breweries
3w ago00:46:11Tap to summarizeCraft beer is all about friendship and fun, and that can ironically make it harder for folks who are dealing with anxiety, depression, or suicidality to open up about their struggles. Because craft beer is in the business of selling a good time, the industry can be resistant to acknowledging that some of its members are struggling. Some of beer’s favorite spaces and events, such as taprooms and festivals, can be uniquely aggravating to individuals dealing with anxiety in particular.In this talk, journalist David Nilsen will talk about how the industry can better support its workers who are struggling and provide mentally safer spaces for customers and employees alike.David Nilsen is a full-time beer writer and educator living near Dayton, Ohio. He’s an Advanced Cicerone© and an award-winning member of the North American Guild of Beer Writers and the British Guild of Beer Writers. He’s also the host of the Bean to Barstool podcast, the author of Pairing Beer & Chocolate, and the co-founder and editor of Final Gravity.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →AI Beyond the Caption: Scaling Taproom Voice with Intent
4w ago00:49:42Tap to summarizeIn an industry built on authenticity and community connection, most teams resist AI because they worry it will dilute the brand’s voice or sound generic. Used strategically, AI can protect creative energy, support consistency, and make marketing more sustainable without replacing personality.This session explores how breweries can use AI as a calibration tool that supports brand tone, improves operational communication, and helps repurpose existing conversations and knowledge into usable marketing and training material. We will walk through how AI can bridge the gap between operations and marketing, support seasonal storytelling, accelerate employee onboarding, and create content frameworks that still feel like the people behind the beer.The session includes a live example build showing how to turn raw ideas or taproom dialogue into platform ready content while keeping voice intact. No technical background required. The focus is on structure and intention rather than automation.Participants will leave with prompt techniques, best practices for brand consistency, and methods for using AI without outsourcing identity.AI should not replace your voice. It should protect it so you have the energy to keep using it.Madeline McMahon is a fractional marketing strategist and founder of Madeline Fleehart Consulting specializing in sustainable visibility for small teams in the food and beverage sector. Their background includes organic storytelling, CRM architecture, and process design with a focus on strengthening consistency without adding complexity. Madeline has led AI education sessions for the Virginia Brewers Conference, Pink Boots Society, SCORE, and regional startups with an emphasis on practical use of AI by non technical teams. Their approach integrates narrative thinking with light touch tools to improve alignment across operations and marketing. They believe successful brewery marketing is intentional, repeatable, and grounded in lived brand experience rather than produced through automation.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →Taproom Marketing 101: Life After Social Media
May 600:33:28Tap to summarizeIt’s hard out there for a brewery. With follower reach at an all time low and Meta no longer recommending alcohol pages, we need to flip the script. We need profitable & owned channel marketing programs!Bring your scalpel and your bunsen burner. In this session we will dissect the most profitable App Marketing programs. We will look at proven ways to drive repeat visits, real life tactics to sell through aging beer more quickly and how to stack recurring monthly revenue for the slower times.No “pie-in-the-sky” or fluffy marketing ideas allowed. Just real-world examples, numbers & best practices. So you can skip the guesswork and start implementing proven programs right away.This session is for micro to mid-size brewery owners, GMs, marketing managers and head janitors (because let’s face it, you do all these jobs anyways). Whether your goal is to grow weekday traffic, launch a paid membership, or turn first-time guests into lifelong fans, you’ll leave with a clear action plan tailored to your brewery.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.Thank you to Cascade Floors + Harvest Hosts for helping keep our community and content 100% free and accessible to all Craft Beer Professionals.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →Ball Theory for Brewers: Protect the Glass, Drop the Rubber, and Lead Without Burning Out
May 200:15:37Tap to summarizeIf you’ve ever felt like you’re juggling tanks, taplists, payroll, a stuck mash, and three “quick questions” before your coffee kicks in? You’re not alone. Ball Theory for Brewers is a simple, fun way to sort out which parts of your job are glass balls (don’t drop these!) and which ones are rubber balls (let them bounce). This session breaks down brewery chaos into something you can actually manage. You’ll leave with a prioritization system that helps you protect safety, quality, and your people—while letting go of the tasks, expectations, and “fires” that aren’t worth the stress. Because good beer shouldn’t come at the cost of burnout.Jennifer Goetsch is the Vice President at Alpha Beverage Operations, a brewery equipment manufacturer serving craft producers across the industry. With more than a decade of experience in commercial operations, customer experience, and leadership development, Jenn is known for helping teams bring clarity to complex, fast-moving environments.Her work focuses on building sustainable, high-performing teams and practical systems that support people without burning them out. Jenn brings a people-first perspective to leadership, using simple frameworks—like the Ball Theory—to help leaders prioritize what truly matters while letting go of what doesn’t.Outside of work, Jenn is a fitness coach, mom, and advocate for sustainable leadership in the craft beer industry. Her sessions are honest, relatable, and designed to leave attendees with tools they can actually use the next day.Thank you to Cascade Floors + Harvest Hosts for helping keep our community and content 100% free and accessible to all Craft Beer Professionals.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →Turning Tourists into Taproom Revenue
Apr 2900:44:19Tap to summarizeAs breweries look for new ways to grow, many are exploring opportunities beyond their local audience. Travelers are actively seeking out breweries as part of their journeys, creating an opportunity to connect with new faces and drive additional taproom revenue.In this session, we’ll share insights from working with hundreds of brewery partners across the country to highlight how breweries are using Harvest Hosts as a marketing and visibility tool to attract travelers and turn those visits into real sales. We’ll explore how RV travelers discover breweries, what influences their decisions to stop, and why welcoming travelers on-site often leads to increased foot traffic and word-of-mouth.Rather than focusing on big operational changes or new marketing campaigns, this session centers on practical, approachable ways breweries are using Harvest Hosts to support growth. Attendees will learn what hosting looks like in practice, how it fits into existing operations, and how breweries are generating incremental taproom revenue while staying focused on making great beer and running a smooth taproom.Thank you to Cascade Floors + Harvest Hosts for helping keep our community and content 100% free and accessible to all Craft Beer Professionals.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →In a World of Good Beer, Hospitality Wins
Apr 2500:28:47Tap to summarizeWith more high-quality beer available than ever before, great beer alone is no longer enough to stand out. Guests may come for the beer, but they return for how they are treated. This session explores the critical role hospitality plays in shaping guest perception, driving repeat visits, and turning casual visitors into loyal brand advocates. Designed specifically for breweries and taprooms, the talk reframes hospitality as a core business strategy—one that influences reviews, word-of-mouth, and long-term growth. Attendees will leave with practical insights into how intentional service, staff engagement, and guest experience design can become a brewery’s most powerful competitive advantage.Taylor is a 25 year hospitality industry professional beginning with a summer job cooking breakfast at a small-town diner where he grew up, and ending as the Executive Chef of Drakes Brewing Company, bringing the simple philosophy that brewery food can be better than it needs to be. Now, as a Solutions Consultant at GoTab, he leverages that lifetime of firsthand experience with the day-to-day realities of hospitality and the challenges operators face at every level. His deep operational background and culinary training help hospitality teams learn to focus on customer sequence, reduce friction, and improve customer experience and profitability. Driven by a passion for creating great guest experiences, Taylor works closely with brewery taprooms, beer gardens, and hospitality operators to remove operational noise and let teams focus on what matters most—the customer.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
Transcribe →From Brewhouse to Beverage House: Scaling into New Product Categories
Apr 2200:34:41Tap to summarizeIn today’s competitive market, simply producing high-quality beer is often no longer enough to secure sustained growth. Many forward-thinking breweries are strategically diversifying their product portfolios, expanding into high-growth categories such as hard cider, spirits, wine, RTDs, can cannabevs.While this expansion opens up exciting new revenue streams, it simultaneously introduces a new set of operational, financial, and regulatory challenges. The question for many producers is: where do we even begin?Industry experts Alex and Aaron with lead a discussion focused on demystifying the diversification process and will guide attendees through the critical considerations required when integrating an entirely new product line into an established brewery operation.The session with specifically focus on how production software, like Ollie and Ekos, can act as the cornerstone for a successful transition. We’ll focus on key areas such as streamlining procurement for new ingredients and packaging, adapting the production process, ensuring financial accuracy, and managing sales efficiency.Don’t let complexity slow your growth. Learn how to successfully expand your portfolio while maintaining efficiency and compliance.Alex was born & raised in North Carolina. He is an alumni of Grimsley High School and UNC-Wilmington, and currently lives in Charlotte, North Carolina. He is a former swimmer and grilling enthusiast. His first craft beer was Natty Green’s Freedom IPA, and North Carolina beer holds a special place in his heart. Alex has spent 9 years with Next Glass, and currently is a Solutions Consultant supporting the Producer Solutions team. While coming from outside of industry initially, Alex brings valuable experience after thousands of conversations with brewery owners around the world.Aaron Keefner is happily approaching his 14th year in the craft beer industry, having started out in marketing with Goose Island in early 2012. He eventually moved to an operations role in wholesale support in order to gain experience on both the production/operations side, as well as the knowledge already obtained via marketing/sales. After 5.5 years he found himself at Revolution Brewing running their specialty beer program, including their celebrated Deep Wood barrel-aged program, as well as spearheading the rollout of their small batch program. In 2019 he assumed the role of Executive Director of Brewery Operations with More Brewing Company helping them expand and open their production facility in Huntley, IL and planning of a 3rd facility in Bartlett, IL. With his leadership, More was able to weather the storm of the pandemic and grow 600% in a span of just under 3 years. At the end of 2022, Aaron assumed his current role as a Solutions Consultant with Next Glass, serving as a product expert on Ollie & Ekos, ERP/CRM softwares for beverage production.Join us in person for CBP Connects ChicagoJune 15-17, 2026Come get inspired, leave with actionable strategies: https://cbpconnects.com/
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