2019 Craft Brewers Conference

Sessions Speakers Exhibitors Floor Plan Buzz

Should You Stay or Should You Go (Room Four Seasons Ballroom 2-3)

There are so many breweries that want to expand their footprint and sell beer in a new territory. The question for all of them is – have they set their team up for success outside of the home market? There are several key factors that should be considered before entering a new market to avoid costly mistakes that will waste both time and money. A new brand only gets one chance to make a good first impression, it is vital to build a solid game plan and invest resources in the right areas. New markets can provide a lift in volume, but they are also expensive, and the return on investment can take several years. This seminar will highlight the key areas for building a solid game plan prior launch which includes thorough market due diligence, distributor selection, sales rep training and key focus areas for continued market development and brand building.