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This past week was a little bit different for me – I left the great state of Texas to attend the week-long Craft Brewers Conference in Washington, D.C. First of all, let me start out by saying this is a fantastic and educational conference – not just an excuse to pull together the nation’s best brewers into one convention hall. Of course, there are benefits to being around those who live and breathe craft beer, and to be in an area where it was celebrated and discussed ad nauseam was actually quite the treat for a fan like me.
Aside from pimping AmericanCraftBeer.com and advocating on behalf of the Texas craft beer community, I’ve got no hidden agenda with this piece – it’s simply a personal glimpse into my first craft beer conference, what I’ve learned, and how every interaction with the passionate craft community refuels my desire to promote American breweries. Not only did I enjoy brews I can’t get in my neck of the woods, but I got to connect with my fellow American Craft Beer.com crew members, who came together for the conference from all corners of the country. And, I’m happy to say after it’s all said and done that I still have a job!
One of the most encouraging things I learned about the state of the industry is that it doesn’t matter how big or small your region is in terms of brewing prowess – every industry player is on equal ground at the CBC. The craft brewing community is one of the friendliest and least self-serving industries I’ve ever seen up close and personal, and that camaraderie was so apparent in the interactions I witnessed at the conference. It’s a place to share ideas and best practices, a place where everyone is truly “in the business” – which makes it an invaluable experience for craft brewers of all sizes. And, let me tell you, optimism abounds from every direction and brewing creativity is at an all-time high, so you might want to start making some room in your beer fridges as we move into the warmer months.
Even though all craft brewers are rock stars, there were times at the conference when I was certainly starstruck by more than one celebBREWty. I may have embarrassed myself a few times in my excitement to meet some of the industry’s more well-known power players, which hopefully made me more endearing than pestering (or at least that’s what I’m telling myself). But that’s the fun of the industry – you can make a fool out of yourself around beer people, and they’ll probably join the comedy routine (or offer you a beer to dull the pain).
In between running down some brewers and conducting interviews, seminars educated industry members on everything from hop selection to brewpub operations to trend forecasting. As a social media contributor, some of the most interesting seminars I attended analyzed the ways in which the craft beer industry engages with its audience, its fans, and each other. From following the #CBC13 hashtag (the Twitter news aggregator for this year’s conference), the social media panels were among the most valuable experiences of the week. Although many of the topics covered were familiar to me, it’s worth repeating a few key points for those who may not have attended:
– Follow your brand closely and monitor who is talking about it (this allows you to get an immediate sense of the type/size of the audience you are reaching).
– Stay engaged with others. Like something the brewer down the road is doing? Tell them – flattery is the best kind of engagement – and who knows what opportunities could arise from that friendly interaction.
– Thank those who compliment your brand and talk up your business – genuine thanks, whether face-to-face, via e-mail, or over a social media channel, is an easy yet necessary step.
– Listen to what others say about your products and take every comment in stride – there are lots of trolls out there, so strive to maintain your brand integrity. Celebrate those who appreciate your products and promote you because of your commitment to your craft.
Part of marketing your brand is the beer swag you offer – and although there is such a thing as too much beer swag (another coozy, anyone?), cool beer swag never goes unappreciated. Notable items were Flying Dog’s keychain bottle opener and the Brewers Association flash drive with built-in bottle opener. Yes, I realize I just picked two items that enable me to get to my beer faster (judge me). But they’re pretty sweet, not to mention practical. For those of you who picked up ACB swag, we’d love to hear how you like the look.
Last but not least, it bears repeating that DC is a phenomenal city – not just because of its growing craft beer scene and vibrant nightlife, but because of its natural beauty. Did you know there is a gigantic national park (Rock Creek Park) that bisects the city? As spring approaches, grab some quality canned craft beer and go explore and appreciate the city for its topographical treats (the bars will still be there when you’ve had your fill of Vitamin D). I loved being able to spend a week in the Nation’s Capital – and all the great beer made the wind chill a whole lot more tolerable.
Please share your thoughts, comments, rants, and reviews of your CBC experience with us – we’d love to hear everyone’s take. To all those we met while in the city, keep checking our site as we post interviews and coverage periodically over the next few weeks.
