WORD TO THE WISE
  Sam Holloway  
President,
Co-Founder
Greetings!
MUST READ: BREWERS ASSOCIATION SHARES INITIAL CONSUMER SURVEY PREDICTING TAPROOM VISITS
Will people actually return to our taprooms and how fast? What is safe and what improvements can I make to my existing taproom to make drinkers feel safer and follow the rules? Bart Watson, Chief Economist for the Brewers Association, shared a very interest blog yesterday that offers a glimpse into how people may return to your taprooms: The On-Premise is Reopening, Now What? Among the highlights are consumer's likelihood to return to a taproom due to:
  • Availability of outdoor seating
  • Employees wearing PPE
  • Contactless payment
  • Health screenings
  • Touchless Restrooms

Image credit: The Brewers Association
CAS MEMBERS SPEAK UP AND OFFER IDEAS FOR SAFE REOPENING

Our forum thread: What Does A Socially Distant Taproom or Brewpub Look Like? (members only) heated up last week as many of our members chose not to reopen immediately, but rather to continue to build new spaces and features to promote social distancing and safe consumption. Ideas included putting tables next to the tanks, outdoor space improvements, and repurposing of outdoor and indoor spaces. Click above and join this important conversation! Image credit: The Lost Abbey
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Updated Resource Page:
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WHAT'S BREWING
MEMBERS SHARE ENGAGEMENT IDEAS ON SOCIAL MEDIA

One of the new realities I discussed with Michelle Wang is the increasing role online sales have in the craft beer industry. While we have been delivering beer to people's homes out of necessity, could this affect their willingness to return to our taprooms down the road? If we are used to engaging with customers face to face in our taprooms, what strategies do we have to do this online?

One of the best ways to engage people online is through games, quests, or contests. These don't have to involve big prizes - the outcome desired isn't winning but participation. I really liked what CAS Members Baerlic Brewing did last week with their "slide over" campaign on instagram. Click here (and then here, and here, and here) to see a genius move to engage your brand community.
FEATURED MEMBER OF THE MONTH
Pete Philip, Founder
Wayward Brewing Company
Sydney, Australia
As I approached the brewery in Sydney, Australia's Inner-West I immediately noticed the branded delivery trucks and open garage doors along the alley. It was a brew day and the smell of progress filled the air. Pete welcomed me with a firm handshake and a smile and we began an hour long conversation and tour of his award winning brewery. I met his staff and found a committed group of entrepreneurs who aim to build Australian craft beer at least as much as their own business.

Wayward Brewing Company and its founder epitomize the ambitions of Crafting A Strategy. In addition to working with Pete on exporting his beer to the USA, I watched as more than twenty friends/brewers packed Wayward that evening to discuss the future of craft in Australia. I could see the joy and reverence each had to be in Pete's place and share the beers they had brought from their own breweries. I can't wait until I can go back to hang with these amazing entrepreneurs. Cheers to Pete and Wayward Brewing!
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