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Our first speaker is someone who I've had the pleasure of getting to know really well over the last eight years and I've always appreciated his ability to help strip away some of the confusion from this incredibly complex category and he usually does it in. A somewhat provocative way so when I got to thinking about you know how to set up all of the conversations that we're gonna have throughout the next two days or throughout the next. Day and a half I should say I knew that he was. The person to turn to Andy Thomas is the CEO of craft brew Alliance a position that he's held since 2014 during his time as CEO the industry has. Gone undergone an immense amount of change the number of breweries has nearly doubled since he took over as CEO of CBA all the major beer companies have made sizable investments in the craft space and through it. All Andy has been tasked with stripping away and removing some of the complexity from CBA's business he was ahead of the curve in 2014 when he reduced the company's skew count by nearly 30% something that wholesalers across the country probably wish every. Craft brewery would be doing today and in the year since he's also led a restructuring of their brewery footprint he's. Acquired helped lead an effort to acquire three craft brewery partners and remain steadfast in executing behind a strategy that prioritizes sales of their Kona brand I. Mention these things because over the last four years while the industry was many people in the industry were. Chasing trends or adding additional complexity he was trying to. Simplify the entire time so it should be no surprise that Andy today is gonna help us all make a better sense of a beer category that is incredibly complex and is now swelled to over 7,000 breweries so please welcome to the stage Andy Thomas thank your Chris and. Wow that sounds really loud good afternoon everybody as Chris said I'll hopefully over the course of the next half hour be able to share some thoughts with you on this incredibly complex environment we live in and I want to say thank you sincerely for the opportunity to do this it really is rewarding to not only. Have some time to kind of collect my own thoughts but. To share those with a group of people who share. A passion for something that I hold so dearly I've been in. The industry now for 25 years which I shudder to acknowledge and as I. Even commented on this morning it's remarkable to me how old I feel because it seems like everything we knew has changed and that's only from what I would have said. Two years ago and it's a really remarkable and dynamic industry we live in so to start out with I thought we would basically use the topic of fragmentation something we're probably really familiar with and we would kind of couch that fragmentation and the. Three C's of business in consumers competition in the category so for the next 30 minutes before we sit down and Chris and I have a conversation the agenda on the left a trip through the beer industry using the three C's of business as a framework we'll talk a little bit about the consumer we'll talk a little bit. About the competition and we'll talk a little bit about the challenges we all face in our companies I'll offer a few stats not a ton I'll offer some questions more questions than stats and you can be guaranteed that more than stats and more than questions I'll offer some opinions on how we interpret it. All importantly though on the right that is all with the intent to be provocative to get us thinking to give us somethin to talk about during the networking sessions and to open our minds and not necessarily jump to conclusions or support a narrative. You know I think my intent here isn't to try to convince you that I'm right I leave that to my team back at work. My intent here is to get you thinking about things a little bit differently and to look at maybe some facts we look at everyday some things we say every day and to maybe piece them together in a little bit of a different way that helps us. Unlock what tomorrow might hold for all of us so here we have the three C's a lot. Of us learned it in school we've read about it. In business textbooks we've read about it in business books about hey this is the way you analyze what's going on in your business so let's start out with consumer not a lot of new facts here but I want to put a little bit of a different spin. On it over the course of the last six months CBA has been engaged in a pretty extensive research endeavor. For us is collectively a six-digit investment we've. Made with the consumer segmentation company. And with the Yale Center for consumer insights and. We couple that with our ongoing relationship with the folks at Nielsen and when you start to look at what comes out of that about the consumer again maybe not revolutionary in anyone right but collectively some pretty interesting things. The first thing you're looking at now is that consumers now drink across categories that is not provocative to say in 2018 it's not controversial to say in 2018 but what's interesting is that it. Would have been just two or three years ago five years ago we were still beholding to any one of those colored circles there when we were talking about the exclusives who drank beer who was the beer drinker who was the wine drinker who was a Sparrow's drinker I'll call your. Attention not only to. The intersection of those three where one in four consumers today regularly drink all three but to me was more alarming as the outer perimeter they're the exclusives only 20% of beer households are exclusively beer one in five only 5% of exclusive spirit households or exclusively spirits think about that only one out of every 20 households that. Spirits only drink spirits and in wine is somewhere in between with 14 so all of a sudden you've got this real setting for what we call category blurring which we'll talk about later this one is surprising to me as somebody who grew up enjoying socialization as somebody who enjoyed going out and socializing with people at the party. And at Network events like this this has hit us Mac in the face as an industry and certainly as a company about 84 percent of consumers today will tell you they're trying to moderate their consumption and we even see it manifest itself in ways where consumers will tell you that it's related to not wanting to miss out so where. Is for my. Generation not missing out meant going hard for today's consumer not. Missing out means being able to remember and not have a hangover the next day and they're moderating as a result of it and this goes for all product categories so you've got somebody drinking everything they've got a pretty broad repertoire of what they can. Drink but they're trying to be conscious about what they do and we all look at demos but do we ever really stop and look at demos so this is based on this new set. Of research we did this data is all of seven weeks old eight weeks old and what's interesting to me about these days I'm showing you are. That they're not representative of the general population per se but they're representative of. Consumers who have consumed alcohol within the past week these aren't people who are casual users these are people who drink pretty regularly almost equally split male and female out of consumers who say they have consumed alcohol in the last week 47% are women if you look at age six percent between 22 and 24 and then. Pretty evenly split. Across age groups going up there again nothing really jumps at you what really jumps to me is the right if we take a look at who's consuming now on. A regular basis within the last week we see that the Oh bastion of the beer market the Caucasian white male the Caucasian male when you add it all together Caucasians only represent 75% of the consumer base that consumed in the last week and aha the weed slide you knew what was coming contrary. To what everybody seems to want to say to support our narrative our research conclusively shows that in states where cannabis is legal people are. Not only drinking their uses of cannabis so in states where cannabis is legal consumers who have consumed alcohol in the last week 23% of them report also using. Cannabis in the last month so one out of four consumers who are drinking regularly are also participating in the weed category and it's interesting to me because we all want to jump to the narrative that hey weed doesn't interact with beer when one out of four your consumers are starting to do something that's becoming more available and more legal. Either because of the impact on their discretionary income either because of the impact on their socialization pattern or the impact on where they can socialize I would submit to you all there's going to be a pretty big. Impact as that number grows because keep in mind that 23% of consumers who are using cannabis in the last month. Even in states where cannabis is legal it is not available or it's not legal for public. Use so that means those 23 percent of those occasions are happening at home they're not happening in the on premise or in the in the public arena so we always say you know we brew. Beer because we can this is what we've always done we're Brewers we brew beer we brew outstanding beer but I think. The question to leave you with is what is the consumer one as they want to moderate as they drink across everything as they're participating in the cannabis category as they're getting more diverse ethnically and gender wise and age wise what does the consumer really want the last thing. With the consumer findings 3 really interesting things to share with you from what we're learning from the consumer segmentation the first is that need state Trump's occasion what does that mean a lot of us old hats in the beer business used to talk about the importance of occasions consumers and a happy. Hour occasion would always reach for X if I was on an interview I'd always reach for y if I wanted to impress. Somebody I'd always reach for Z what we're finding is that consumers in the same occasion are as diverse as ever before because it's no longer just the fact that you're a happy hour or the networking event is what brought you there are you there to wind up or wind down are you there to engage are. You there to withdraw so there's a host of fragmentation that. Goes along with that insight the second one I showed with you consumers crave moderation of all age groups 21 to 25 year olds 25 to 30 arrows 30 to 40 year olds. Are all saying I want to enjoy myself but I want to stay in control. I want to be more moderate so as a result one size no longer fits all maybe not a remarkable insight but a pretty important one when we stop and think about some of the challenges I'll take you through as a company so if that's a little bit of a consumer backdrop this. Really fragmented consumer. That's changing and is looking to moderate and is drinking everything and it's starting to participate in other categories what is the competitive landscape look. Like we know it's interesting just like consumers are all different so - or we this is TTB data for this year of the number of breweries in their production levels in 2017 for which they pay taxes to the TTB and a couple of things I want to point out to you here if you take. A look at this and you go down the left of the production you see that 82% of the production of beer in the United States. Is done on that top tier 20 breweries account for 82 percent of the production in the United States go all the way to the bottom Chris talked about the number of breweries doubling since I've been CEO at CBA they're all in that last line less than 7500 barrels a year a lot of the folks in this room. Breweries that brew less than 7500 barrels a year now account for over 93 percent of the breweries in the United States 93 percent yet they only account for. About 1 percent on the beer so it's interesting to me when we talk about who is our competitor if you're a CBA or if you're an a/b or if you're a Devil's Backbone who's your competitor on this page is it the guys on the bottom. Or is the competitor of the guys in that bottom row the pub around the corner because it's interesting because if we don't know who our competitor is we really don't know. How to compete anymore and still be true to who we are so does your brewery look like this or this or this conversely does what comes out of that brewery look like this or this or this so as we think about competition in 2018 in. The beer industry my question is what defines the beer category or the beer industry is. It size is it the product line is it geography is it ownership is it membership or is it. One of these organizations who will try to get us to think that the label that gets ascribed defines who all of us should think. Of as our competitor as we pursue all those fragmented consumers because if you think about it in business as in life if you don't really know who. You're trying to compete with chances are you're not going to win so if we all go back to high school and we didn't know. Who we were trying to be popular with and who we had to win out from being more popular then we probably didn't get invited to the right parties business isn't a whole lot. Different which Brittany's been a company wow talk about a tug-of-war do you stay local what do. You grow scale wow that run right there just stop and think about it do you want to stay the small local Brewer who's brewing under 7500 barrels a year and is doing it right around the chimney as they used to say. And can brew 50 different IPAs and 24 different porters and pour them and draft across the counter what do you want to try to scale up and go after the safe ways or go after the the Buffalo Wild Wings of the larger accounts. Do you want to just brew traditional beer what do you want to expand into FM B's inherent tension different skillset different flavor profiles different impact on your equipment do you want to still be the brands that all consumers love no one has a bad word to say about it what do you actually take. A controversial point of view on an issue today back to the way consumers have changed it's an inherent. Tension that all of us face in our businesses today because it's easy to be wallpaper but when you're not wallpaper anymore and you actually stand for something chances are you're gonna find 50% of the people who agree with you and 50% who don't do you adhere to the three-tier system when we don't talk. About enough how does the three-tier system live when we live in the age of Amazon and consumers are buying differently it's an inherent tension but pretending it doesn't. Exist doesn't make it go away no more than progressive commercial tactics get in the way of TTB and government regulations because if you think back to it all the way the consumers if they're basically looking to moderate and they're looking. To drink all different things and we play by a different set of rules and those other alternatives that they might have within and without our definition of beer or alcohol then can we really compete with whom with who we need to compete with do. We staff for industry experience a bunch of old beer veterans what do. We staff for fresh thinking inherent tension for all of us in our companies do you want somebody's gonna look at it. A little bit differently or do you want somebody. Who you don't have to explain what the letters n BWA mean to and do. You pursue your financial mission at all costs what do you pursue your social mission cuz that's a decision you know somebody once said to me if you want to know what's important to you look at your calendar and look at your checkbook now an outdated statement in a lot. Of ways today but I think if we really look and we put our money where our mouth is there's this inherent tension between delivering money to our stakeholders be they our shareholders if you're public like CBA be they your equity partner if you're private or they be at your community if you're more in the nonprofit space so. If we look at all of this going on consumers are getting more and more fickle consumers are changing more. Don't really even know who the competition is anymore because. We talk about the beer industry growing and breweries growing but they all look alike a little. Bit different and we have always inherent tensions what's the unifying red thread oh it's fragmentation we live in a world of more fragmentation than I think any of us could have ever imagined and the reality is it's just. The tip of the iceberg the fragmentation for consumers is there different they've got different needs one size fits one doesn't even fit many anymore it's why we drive our Brewers and our operations people crazy with not only different beer styles but different packaging forms and pack sizes. In different multi packs that's why our sales guys go crazy when they go into an account and they want sixes and 12s and they wanted in cans and they want 15 packs and they want and then they want you know the 24 pack and they want the 30 pack suitcase because consumers are that fragmented today with competition. Brewers are really different in size and style even in kind of their kind. Of classic training and I would. Argue do we really compete with each other everybody in this room does the under 7,500 barrel brewpub really compete with the two million barrel brewery or do they compete with local pubs and should we. All be worried because as the local pub does the remodel and the refresh does that make that account. Less interesting to all the consumers who are going in there because it was a cool place to be and all of a sudden we see our volumes all go down again and beer go down again and. Lastly in competition with company there's. A tug of war between resourcing for growth resourcing for whatever your mission is and staying true to yourself but that doesn't explain it all does it so I'd ask is there a fourth C in the brewing business category because we're all here at a beer conference so somehow we all think we voted with our calendar we're here we. Voted with our wallets. Because we paid to be here we must believe there's something to this category thing there's something that brings us all together the category of beer so if that's true what are we doing about it why hasn't be your rebound in like wine. And spirits you know it's interesting as we see charts like this all the time but we never really. Get beyond the. Question and ponder. Some of the possible answers because I'm not so sure the answer here is that why spirits have rebounded better than we did or have they just held on better and I don't know the answer to that question our wine and spirits beating beer or are they just losing less. As everybody moves to FMVs or as we see more movement outside of the category you think of the evolution of the beer category we had big beer back in the good old. Days life was simple join the industry in 95 biggest event for me when I joined Heineken was a brand called. Becks how many people in. This room have even had Beck's yeah that was a big competition. Heineken was bigger than corona in 1995 life was simple it was all about scale it was about efficiency all popular styles you basically if. You pick a lager or a pilsner descry disguised as a lager or vice versa or you could have a stout or a reporter everything was about being national we're very corporate we all had on our blue blazers our tan khakis we went to all of our events that way we kind of knew what the three-tier system was and. We were driving value for everybody life was good then came craft scale got smaller traditional innovation what I think's interesting about this to think about the evolution of the category when I say traditional innovation the first craft beers weren't terribly innovative in style there were classic Pale Ales they were wheat beers they were ES. B's they were munich lagers for all the innovative brewers in. The room - any of those styles sound remarkably innovative to. You but they put the industry on his head we started looking at regional concepts and artisanal Brewers but we were still beholding to the three-tier system as we look to premium eyes the category then came craft 2.0 and what's interesting is if you don't live in a market yet where you can talk about the first coming. Of craft the second coming of craft of the third just wait I joke that for venerable brand like Widmer brothers or Red Hook in the northwest our challenge isn't that those beers are your father's beer it's that it's your great-grandfather's beer because. They've gone through three generations of craft and in that second coming of craft things get even. Smaller and here's where Styles started to get interesting proliferation of different IPAs and different hops as the industry starting to get some steam things became local independence became important and we started to look at things like the own premise and self. Distribution probably the first real cracks and that venerable three-tier system in the last ten years when we started basically taking advantage of the fact that you could actually. Sell across the counter and we all went ultra premium with the category and I'd argue here we are in craft 3.0 really small-scale if you really want to go back to the future I might even say we're back to micro breweries again which what I call those breweries back in the 90s when. They started the craft breweries category blurring what makes it a beer does it need to have malt in it does it need to be carbonated does it need to have hops in it so that's all. Part of craft 3.0 it's all part of the beer industry we're a hyper hyper local we're fiercely independent now I'll talk about that in a moment we're really content with little or no distribution because we're. Gonna sell across the counter we're one of those 93% of breweries in that last column or that last row there so we don't really need to distribute. We don't need wholesalers we don't need retailers we don't need salespeople we just need to make good beer hyper locally keep it interesting charge and ultra premium price and life is good but if this is all one category of Brewers or one category of an industry story then things start to go. Off the rails a little bit because as the beer category has evolved starting in the early 2000s the pie stopped getting it just started getting more multi-coloured in the reality for all of us is we're all getting squeezed if I went around the room right now and said hey what's your vice grip on your piggy bank today everybody would. Have a different answer but we're all feeling it the question I'd ask you is do we really know by whom we're getting squeezed back to the who are your competitors as we are in pursuit of those consumers if you're in the middle and you're a. Small Brewer on the right. Might be a big brewer like a B and on the left Brewer might be. A little micro pub that's where CBA finds itself sometimes squeezed in the middle between the big Brewers with the muscles and distribution system and the really small cool hyper local breweries right but think about this if there is something to this category of beer thing if beers the pig in the. Middle sands earrings whose on either side one thing that keeps me up at night is I worry that the ones on either side aren't wine and spirits it's big pharma in this big beverage because if cannabis starts to get really big who do you thinks gonna really invest in it. The Pfizer's of the world the people who can afford the 90-second ads that make all of us uncomfortable on network TV these days for different drugs as they start getting into the category or as non-alcoholic Seltzer's with hops in them or with flavorings in them that aren't regulated get more and. More interesting do you really think Coke and Pepsi and the other bottlers are just gonna sit around and wait as we get squeezed in the middle and meanwhile we're all arguing with ourselves over are you a brewer are you independent are you what not so as we close. A couple of minutes up some closing thoughts for you for the consumer do we really know who. We're marketing to what part of that rainbow pie chart are we. Marketing to what gender are we marketing to what age group we marketing to into that point are we really celebrating diversity in the face of all of this fragmentation you'd argue that in the face of fragmentation all these. Different one-size-fits ones we would be celebrating all that dynamism we'd be celebrating all those wonderful things but sometimes I wonder I worry that we've reverted back to. The Henry school kind of Henry Ford school of marketing you can have any car you want as long as it's black because we kind of say to consumers you can have any beer you want as long as it's hoppy I'll brew it with champagne. East and I'll make you think it's champagne I'll call it a brewed IPA I'll make it really hazy and annoy all the old-school Brewers who worked for. Years to make this crystal-clear beverage and I'll keep it cloudy and I'll call it a New England IPA but is that really what the consumer wants or is that what we want because we can do it what defines a competitor if I have you asking nothing else than that today then. I'll consider this an accomplishment who do you really compete with and does your competition as a result make you better or because we're actually. Not competing with that person that makes us better we don't differentiate anymore we dint agree. We demonize on that spectrum of craft 3.02 big beer if you're a big beer you're not a competitor you're a bad person and if your craft 3.0 you're the problem that is not the type of competition that makes us better that's the kind of competition. That's ill guided and actually become smoking mirrors because as we're caught up in the petty battles. Between who has the independence seal and who doesn't we've got big farm out there we've got big beverage out there we've got wine and spirits holding on to occasions more and we're busy arguing with each other over who's part of the club as a. Company where you gonna place your bet what was important in your tug-of-war and an important one that some of us chatted about this morning to our companies our brands our workforces our offerings reflect our consumers any more or do they reflect the consumers from a decade ago our our offerings all basically still aimed at the wrong individual do we. Celebrate the diversity of tastes of desire of need as we choose to try to improve the health of the category and when we regularly in retrospectively change our definitions does the label become part of. The problem and this is not a slam on the BA in the independence label anymore than it is a slam on beer in general as reported by Nielsen or as reported by the BI or anybody else but sooner or later we've got to come to. Grips with what we're. Talking about instead of changing the definition year in year out I find it fascinating when my board beats me up and they want as they take a look and they say hey X company is. Up five you know % and you guys are down what's going on oh that's their FM B's or that's. Their cider well it says here it's beer well yeah that's how they defined it the label starts to actually make us act differently instead of going after those consumers it's just a label and as. Consumers satisfy their needs in the age of Amazon something to think about of the three tiers too many or aren't they enough but is that really in the way of us having a robust conversation about how we improve the health of the beer category. So as I close I'll leave you with this question are we looking forward in creating tomorrow's beer industry or are we unknowingly trying to make yesterday's beer industry. Great again and with that I will submit to you that we've had a. Nice little trip tick over the last 30 minutes showed you some data offer some questions offered even more opinions and hopefully left you all with something to think about talk about and I look. Forward to having a beer with you and talking about it during one of the network sessions and I'll leave you with this beautiful shot I'd be remiss if I weren't the. Proud pop of our three new acquisitions of the new portfolio of CBA so I'll leave you with that and thank you all very much all right so that's certainly no shortage of stuff to check out there I guess we'll start with your last question I mean are we are we making yesterday's beer industry great again. Is that what we're trying to do do we need like red hats or something so I mean I think it's a question all of us have to answer for ourselves red hats notwithstanding I think there's a there's a comfort and trying to make things the way they used to be because we got it we understood it it. Was predictable and so I do think there's an element for us if we look. At it at an industry level at every tier I think there's. A pretty healthy dose of saying hey if we could only go back to. Instead of hey what do we need to do to change tomorrow yeah I mean I think I've you know in in the last gosh maybe five or six months started thinking like I kind of missed the. Old beer business of 2012-2013 when everybody was expanding and right it was fun was a Wild West right it was great and today it's just gotten so much more complex and the first see that you addressed up there was the. Consumer and the consumer is like impossible to figure out but who is the core craft beer drinker today in your mind and how is that consumer evolved over the last decade I think the answer to that rests and the second part of the question. Is the way the consumers evolved is there isn't one answer anymore you know I think I even look at our portfolio and we've got very different consumers who are reaching for a cone of big-wave then are reaching for Al Arabiya blonde down in Miami and I think part of the challenge for us is. Embracing that and accepting it and saying I can't mass-market anymore I basically have to find how the my micro segment is scalable enough for me to go after for money we're a public company I always joke I'm not going to apologize for being a capitalist I'd be in. The wrong job but this tension between being local in a hyper fragmented market and being able to. Find scale in consumers I think is more of a challenge for all of us than we realize if you're in a major metro you can support I don't know five ten fifteen craft breweries but if you're not you're basically the. Only game in town you're slicing it up pretty thinly yeah well if you're the only game in town I would expect that you'd be doing a lot of work to create experiences for those customers right absolutely so what what are the experiences that breweries need to deliver to customers now and you know are they doing enough to deliver the. Kinds of experiences and the products that they're looking for I think a lot lies in what some of the brew pubs are doing a lot of tap rooms are doing a lot of community-based programs and again it depends on. Where you find yourself on that spectrum there's still a place for big advertising because there are still those needs people have to have a really refreshing beer that they know and that they can rely on that's available to them if you're tailgating if you're you. Know going to the beach and you want to take a cooler full of cans you don't really want to have to think too much about it so big brands have a role to play but I think beyond that as that consumer evolves. Really cracking the code on what their need is when they're in that occasion I think there's gonna become more important than ever yeah when you think about CBA's position now that there are you. Know 7,000 breweries competing for what I will say is like sort of roughly the same number of consumers and roughly the same type of consumers than they were you know just a few years ago I know your stats sort of showed that it is evolving but. It's it's they're still slow I guess how much pressure is. That put on cba to innovate both in terms of the products that you guys are bringing to market and in terms of the types of drinkers that you're willing to kind. Of reach for and try to pull in I think it puts a ton of pressure I think it puts a lot of pressure on everybody in. The room because we don't operate in a vacuum any of us as an industry or as a company so I I think as people is far reaching as Starbucks you know continue to come up with whatever the spiced latte is for this month and whatever the blonde espresso roast. Is for this month it feeds the consumer psyche that there should be something new out there for them so the pressure becomes huge and if you're somebody like us four or five years ago we just weren't fit to fight you know it's kind of like if you're gonna run marathon. You gotta make sure you get in training to run the marathon you can't just show up because it's gonna get really ugly yeah so the tension for us was understanding hey how do we need. To train to be able to run. The marathon while we were preparing to actually go out and run it so have all the other breweries out there been training properly I don't know man that's a question for everybody here you know I think it's not surprising to me to. See brewery closures or tap room closures or companies who are you know interested in maybe there's an alternative ownership structure for them out there because we all face a lot of the same challenges it's. Just a matter of where are. We on that life cycle in terms of where we go and if you're gonna go the innovation route it's probably going to be really good for your top-line but back to that inherent tug-of-war for all of our companies how scalable is it in how much you're really going to be able to kind of sustain you know that. Level of innovation because what was innovative last week is an innovative next week a very insightful annoying reporter in the trades who's sitting to my right once asked me we had introduced a grapefruit for my brothers and I was touting it as being innovative and you looked at me. And you said really grapefruit Shandy is innovative and we got into this wonderful conversation of his innovative something that you've never done before or that no one's ever done before right and I think given the fragmentation in our industry for everybody out. There be first mover in your market regardless of how you define your competition that's sustainable for a while but being the late mover and kind of a late follower that's not going to end well for anybody yeah I mean I think we're seeing that sort of across the board now it's a lot of copycatting and just I. Mean look at the explosion mentioned at the explosion of New England IPAs yeah that was something that was limited to a handful of breweries in the Northeast and you know now you. Can show up at an office park in LA and there's lines around the corner right so it's clearly spread and you know I guess you know my sort of question kind of building off of that would be you alluded to the fact that those. Types of products might not be what the consumers are asking for but. How do you decide if it's something that a brewer just wants to brew because they can or if it is something that the consumer would want and enjoy and appreciate they just don't know it yet like so you know how much of it is push and how much of it is pull. In a sense I think it's a it's a really good question there's a you got to have an appetite for failure and I think for a lot of us failures in something we necessarily embrace or we seek out. But if you're gonna play in the innovation game you've got to be willing to get. Some things wrong and learn along the way so I encourage we're encouraging a lot. Internally in terms of just try something I fail fast fail famously make it really clear why we try to do something what did we learn as a result of that but sometimes I think some of our biggest successes are because we were courageous enough to have the failure along the way you guys are doing that through pH we're. Doing that through. PH we're doing it with a little bit of learning you know pH is fascinating for. Those who don't know it's a brainchild candidly of Carmen and Tom who are here and. I encourage you to chat with them over a over a beer but the idea is we kind of have a focus group of panelists who are all in a state we can ship. To in Oregon and every month they get a different beverage with a letter from Tom and Carmen and they can feedback what they thought about it and we've. Done everything from a pickle juice goes to a trying to think of the site of the botanical cider to a hard tea and you ask questions about what do people think about the product what do they. Think about the usage and even how does it impact with the cannabis some occasion if any of them are cannabis users and you know it's interesting yeah yeah just on cannabis too cuz I really do get worked up but everybody said nothing to see here nothing to see with beer the other interesting thing about cannabis is cannabis is. Available in four forms. And still not publicly not for public use but I go back to that does competition make us stronger in do we know who our competitors are because if you look at what's going on in the beer industry right now and you. Look at the dynamism in Tap Room's and you look at kind of this vitriol we've got between the small. Guy and the big guy the beer industry would be better served if we rooted for a bee to get Bud. Light right while we were rooting for the taproom to become the place that community is you know made and we're debates are had in the same way that the cannabis industry wins when some people are comfortable putting it on in topical form some people. Are vaping it some people are rolling it and some people are ingesting it and as a result cannabis starts to become more of a part of people's life in ritual where is we basically demonize and we point a finger at beer becoming more. Of a part of people's lives because we forget that we're not competing with each other to make people love beer more we're just competing for that you know occasion so we just need to get more consumers to rub beer on themselves hey beer hey who knows pH might be doing a. Topical robot beer soap beer so there is beer soap. I don't know if I'd recommend and all that Andy it's. Been a pleasure cool thanks girls.

 


Craft Brew Alliance Company News

Thu, 25 Apr 2019 07:00:00 GMT
Craft Brew Alliance Agrees to Settle Kona Labeling Dispute - Brewbound.com
Craft Brew Alliance Agrees to Settle Kona Labeling Dispute Brewbound.com Craft Brew Alliance (CBA) has agreed to settle a years-long class action lawsuit over alleged “false and deceptive advertising” of its Kona Brewing beer brand.
Tue, 23 Apr 2019 07:00:00 GMT
Craft Brew Alliance to Hold First Quarter 2019 Earnings Call May 9 - Associated Press
Craft Brew Alliance to Hold First Quarter 2019 Earnings Call May 9 Associated Press Press release *content* from Business Wire. The AP news staff was not involved in its creation.
Tue, 07 May 2019 09:00:00 GMT
Craft Brew Alliance, Inc. (BREW) OR ContraFect Corporation (CFRX)? The Answer Might Be Easier Than You Think - GV Times
Craft Brew Alliance, Inc. (BREW) OR ContraFect Corporation (CFRX)? The Answer Might Be Easier Than You Think GV Times The price of Craft Brew Alliance, Inc. (NASDAQ:BREW) went down by $-0.39 now trading at $14.77. Their shares witnessed a 12.32% increase from the 52-week ...
Wed, 08 May 2019 06:37:04 GMT
Perkins Capital Management Inc. Has $496,000 Position in Craft Brew Alliance Inc (NASDAQ:BREW) - Finance Daily
Perkins Capital Management Inc. Has $496,000 Position in Craft Brew Alliance Inc (NASDAQ:BREW) Finance Daily Perkins Capital Management Inc. trimmed its stake in shares of Craft Brew Alliance Inc (NASDAQ:BREW) by 31.2% in the first quarter, according to the company ...
Thu, 09 May 2019 22:06:48 GMT
Craft Brew Alliance (BREW) Short-Term Signal Update Points to Buy - Glenwood Guardian
Craft Brew Alliance (BREW) Short-Term Signal Update Points to Buy Glenwood Guardian Investors may be studying some short-term indicators on shares of Craft Brew Alliance (BREW). The current 7-day average directional indicator is Buy. This.
Thu, 02 May 2019 15:07:00 GMT
Tentative settlement reached in brewery lawsuit - Hawaii News Now
Tentative settlement reached in brewery lawsuit Hawaii News Now The parent company of a Hawaii brewery has agreed on a tentative settlement with the plaintiffs in a lawsuit over allegations that the company's packaging and ...
Thu, 18 Apr 2019 07:00:00 GMT
Washington's Craft Brewing Industry Contributes $1.4 Billion to State Economy - Brewbound.com
Washington's Craft Brewing Industry Contributes $1.4 Billion to State Economy Brewbound.com Washington's craft brewing industry contributed $1.4 billion to the state's economy in 2017, according to an economic impact report released Tuesday by the ...
Sat, 04 May 2019 11:52:41 GMT
Geode Capital Management LLC Acquires 7,818 Shares of Craft Brew Alliance Inc (BREW) - Finance Daily
Geode Capital Management LLC Acquires 7,818 Shares of Craft Brew Alliance Inc (BREW) Finance Daily Geode Capital Management LLC lifted its stake in shares of Craft Brew Alliance Inc (NASDAQ:BREW) by 6.6% during the 4th quarter, according to the company ...
Fri, 03 May 2019 15:05:25 GMT
Tentative Settlement Reached in Hawaii Brewery Lawsuit - Insurance Journal
Tentative Settlement Reached in Hawaii Brewery Lawsuit Insurance Journal The parent company of a Hawaii brewery has agreed on a tentative settlement with the plaintiffs in a lawsuit over allegations that the company's packaging.
Wed, 01 May 2019 16:48:09 GMT
Brewers Cisco - Brewbound.com
Brewers Cisco Brewbound.com BOSTON — Cisco Brewers is back by popular demand with a second season of its “Island Vibes” pop-up featuring more award-winning craft beer and wines, ...