2021 Conference Schedule
Afternoon 1: Wednesday, April 14, 2021
12:00-12:55 pm
Keynote Speaker: Jeff Alworth
Portland, Oregon
World-Renowned Beer Writer, and the voice of Beervana.com
Emerging From The Pandemic
The Covid pandemic was not just a clarifying moment for the brewing industry--it was a gut check that forced breweries to consider their business models and approaches. In his keynote address, Jeff discusses the lessons they learned during the crisis and how they're changing their businesses as a result.
1:05 -2:05
Adaptating Your Tasting Room for Post-Pandemic Visitors
Luke DeFisher, Rootstock Ciderworks
Meredith Pyke, Rootstock Ciderworks
Dave Ferguson, Iron Smoke Distillery
Pilar McKay, Silver Lake Brewing Project
Bruce Murray, Boundary Breaks Vineyard
Tom Murray, Muranda Cheese
Moderator: Pilar McKay, Silver Lake Brewing Project
2:05 - 2:15
Break
2:15 - 3:15
Tourism Panel: Attracting New Visitors After the Pandemic
Brittany Gibson, Seneca Lake Wine Trail
Valerie Knoblauch, Finger Lakes Visitors Connection
Colleen Onuffer Break The Ice Media
Moderator: Nicole Mahoney, Break The Ice Media
During the pandemic, beverage producers shifted business models and marketing to accommodate new protocols, regulations and restrictions. In many cases, these initiatives made stronger connections with existing customers, attracted new audiences, and provided new opportunities. With anticipation of travel at an all-time high since the pandemic started and pent-up demand expected to drive recovery in 2021, we have pulled together four tourism leaders to share their expertise in using these innovative ideas to attract visitors to the region. In this session we will explore:
• The new meaning of “local” and how that can help draw new visitors.
• Creative ways that beverage producers grew audience and awareness during the pandemic and how that can lead to future visitation.
• How the visitor experience evolved throughout the pandemic and what visitors will expect in a post-pandemic world.
3:20-4:20
How to Save Time & Make More Money on Social Media
Amy Klein, Content On Draft
Morgan Culhane, Content On Draft
There’s no getting around it. In today’s world, social media is a must for craft beverage companies. But there is a difference between being on social media, and actually using it as a revenue-generating stream.
This session is for you if:
• You feel like you’re posting to just get something online
• You have tried to make money from your social media, but haven’t seen results
• You feel like you’re spending too much time posting when you could spend more time on other tasks
4:20-4:30
Break
4:30-5:30
10 Mind-Blowing Tasting Room Data Points
Andrew Coplon, Secret Hopper and Craft Beer Professionals
What percentage of guests are currently comfortable visiting tasting rooms? How can 6 simple words increase your average tab by 32 percent? Does the presence of a physical menu really increase tabs by 35 percent? Join Andrew Coplon of Secret Hopper and Craft Beer Professionals to look into 10 data points that will not only blow your mind, but also offer insight into how you can create the most memorable and profitable tasting room experience possible.
5:30-6:30
To receive Virtual Tasting beverages at your home, you must register for the conference by Monday, April 5
Virtual Beer Tasting with Pete Achilles, Head Brewer
Three Brothers Wineries & Estates, War Horse Brewing Company
It’s time to open the package that was shipped to you!
Afternoon 2: Thursday, April 15, 2021
12:00 – 12:55 pm
Updates from Albany: Pandemic Regulations, Legislation and More
Thomas Donohue, NYS Liquor Authority
1:00 – 2:00
Engaging with Media and Telling Your Brand's Story
Don Cazentre, Syracuse Post-Standard
Will Cleveland, Rochester Democrat & Chronicle
Maiah Johnson Dunn, Wine Writer
Leah Stacy, Writer and Content Strategist
Whether you're pitching to media outlets or sharing on your own digital channels, a strategic online presence is more important than ever. Join two seasoned journalists and two content marketers for a discussion about first impressions, storytelling, press coverage, visuals, and more!
2:00 - 2:10
Break
2:10-3:10
Opening or Expanding a Brewery During a Pandemic
Kyle Hurst and Scott Berger, Big aLICe Brewing
Derek and Stacey Edinger, Brewery Ardennes
Dawn and March Schulz, Prison City Brewing
Kristen and Derric Slocum, Lunkenheimer Craft Brewing Co.
Moderator: Will Cleveland, Rochester Democrat & Chronicle
A global pandemic wasn’t about to stop these four breweries from opening (or expanding) their facilities in 2020. Join Will Cleveland and eight Finger Lakes brewery owners for what promises to be a fascinating discussion about strength and determination in the face of adversity.
3:15-4:15
A Panel Discussion with New York State’s Craft Beverage Leadership
Sam Filler, New York Wine & Grape Foundation
Stefan Fleming, Empire State Development
Paul Leone, New York State Brewer’s Association
Moderator: Glenn Clark, Crafting A Brand
Learn how these three organizations can serve you and help your businesses grow. It’s rare to have access to all three of these industry leaders at one time—don’t miss this session, and get your questions ready now!
4:15-4:25
Break
4:25-5:25
What’s Next for Hemp in NYS?
Hunter Friedland, Hemp Hunter Labs
Brendan Palfreyman, Harris Beach Law Firm
Zach Sarkis, NY Hemp Lab
Ben Witte, Recess
Moderator: Maureen Ballatori, 29 Design Studio
Learn more about CBD and the growing hemp industry and what it could mean for craft beverages.
5:30-6:30
To receive Virtual Tasting beverages at your home, you must register for the conference by Monday, April 5
Virtual Cider Tasting with Justin Paolicelli, Partner/Production Manager
Three Brothers Wineries & Estates, War Horse Brewing Company
It’s time to open the package that was shipped to you!