Last year, I ran a completely unscientific survey that shook me to the core. Leading into the Craft Brewers Conference, the data showed a staggering 90% of breweries were planning to skip the big show. Well, the new survey results for this year are in and the vibe has officially shifted.
YEP! See you in Philly: 146
NOPE! Gotta hold down the fort: 649
If the nearly 20% attendance rate holds across the ~9000 US breweries we could be in for an epic party in Philly! So, what changed? Why is the industry feeling a second wind for the flagship conference? Here are 4 fully speculative reasons for the renewed pilgrimage.
REASON 1: Pent up Demand
After a few years of tightening belts, many breweries have stabilized. After passing on Vegas and Indy, the time has come for the tribe to gather. We are craving the camaraderie and in need of a reminder of why we got into this industry in the first place.
REASON 2: The Pivot to Profit
Last year, we noted that the industry had matured past the "how to make beer" phase. This year, it feels like breweries are hungry for the "how to sell beer" phase. Many breweries are planning to bring their marketing teams for the first time (halejulah!). Owners are looking for specific business tools to help them thrive locally.
REASON 3: The Hunt for New Revenue Streams
The industry is buzzing with talk of non-alc, THC, RTD, hospitality, monthly memberships, and hyper-local loyalty programs. Breweries want to see who and what is actually making money. There’s a "gold rush" of information and breweries will be mining for products and programs that can add cash to the bottom line.
REASON 4: CBC is Evolving
Credit to the BA for recognizing what the industry needs in this moment. Hospitality visionary, Will Guidara will deliver the keynote. In addition, the BA has beefed up their beyond brewing content with the addition of CBC Experiences for Taproom Management, Marketing, Sales and Leadership. These small changes matter! We are already seeing it in the attendance numbers and hopefully in a stronger industry as a whole after the show.
SEE YOU IN PHILLY!
Come meet the TapWyse team in booth 2339 to check out the latest and greatest memberships and app marketing programs that are adding over $50K/yr in taproom revenue. Hope to see you there!
