2017 ADI Conference Schedule

PDF of the complete DAILY SCHEDULE of SPEAKERS and BREAKOUT SESSIONS 

(as of January 5, 2017, Subject to changes)

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Breakout Sessions

Tuesday April 4, 2017

10:30 AM – 11:15 AM

Marketing and Selling your Craft Brand

Susan Mooney, Founder, Spirits Consulting Group | Matthew Baris, Founder of Altitude Spirits and member of SCG team | Vince Riggi, Founder of Belle Isle Spirits | Mario Mazza, Founder, Five & Twenty Spirits |

This panel will address what are the most important steps to take and what are the key things to avoid in the initial steps of selling and marketing your craft spirit in the market. Attendees will hear from individuals who have launched multiple spirits in the market as well as from individual distillers who have navigated the path from product creator to sales manager.

10:30 AM – 11:15 AM

Understanding IP: Branding, Copyrights, and Social Media

Jeff Nelson, Attorney, Cairncross & Hempelmann           

All craft distillers, from pre-launch start-ups to mature multi-nationals have IP rights to protect – from their brands, product names, and logos, to their recipes and formulas, to their labels and marketing copy. Understanding intellectual property rights, how they’re created, when to protect them and when they can’t be enforced, is crucial to operating a successful business in the internet age. All attendees, at every stage of the business life cycle, will benefit from a better understanding of intellectual property, including issues of fair use, social media, and user-generated content.

10:30 AM – 11:15 AM

Solving the Rubik’s Cube of Starting a Craft Distillery: Lessons learned From Dream to Opening Day

Elliott Davis, Founder, Mine Hill Distillery           

Mine Hill Distillery presented their vision and business plan at ADI 2015 and has since opened their business in a 19th-century landmark cigar factory and train station in Roxbury, CT. Hear practical advice on all aspects of seeing your dream become a reality;

  1. Financing: How to raise $1 million and keep 100% ownership. Why the structure worked for everyone.
  2. Public Approvals: How to get the public officials and neighbors on your side
  3. The benefits & challenges of working in an historic structure (a) tax credits, (b) ADA issues, (c) costs
  4. Your Brand & Back Story is supported by choice of location and design… make the right one”

10:30 AM – 11:15 AM

Chemistry and Engineering applied in Craft distilling

Scott Allen, owner, Allen Associates, Scotland | Henric Molin, owner, Spirit of Hven, Sweden

Make consistent quality spirits in a safe manor. Quality by design means high profit. Good chemical engineering does not need to be complicated or expensive if done correctly. How does engineering balance with chemical analysis to reach optimum efficiency.

11:30 AM – 12:15 PM

Evolving Distributor Landscape

Scott Winters, Founder & CEO, The American Spirits Exchange | Dave Schmier, CEO, Proof & Wood, Andrew Friedman, Owner, Scout Spirits           

Round table format discussing the evolution of distributors in the US Marketplace. Scott would moderate a discussion with Dave and other brand owners as well as some representatives for distributors touching on subjects such as the effects of recent mergers, growth of medium and small distributors, and self distribution.

11:30 AM – 12:15 PM

Flamethrower vs. Potato Gun: Ventilation and Electrical Declassification in Your Distillery

Scott Moore, President, Dalkita Architecture & Construction | Colleen Moore, Director of Operations & Marketing, Dalkita Architecture & Construction           

Learn about the ONE THING that can keep your facility from having an alcohol related fire. It is simple, it is easy, it will make your facility much safer, it can be low cost – but MANY distilleries don’t do it… or they get it wrong.

11:30 AM – 12:15 PM

Route-to-Market Strategies and the EU Market explained

Harry Kohlmann, Ph.D, CEO, Park Street Companies           

This presentation is intended for craft distillers seeking business opportunities beyond their current and local networks to additional markets. There will be an in-depth examination of route-to-market options, as well as a comprehensive look at commercial and industry trends, growth strategy development and execution, and US market industry insights. Further discussion will include distribution options, back-office solutions and navigating the complexities faced by growing craft distillers in the spirits industry. In particular, as the world’s second largest economy, the EU positions itself as a key market for American craft distillers. The union of dozens of states proves to be complex with varying regulations and barriers to entry in each country. In this seminar, we will review and provide strategies for exporting from the US and entering key states within the EU. Topics covered will include commercial and industry trends, growth strategy, development and execution, EU market industry insights, distribution options and overall guidance.

11:30 AM – 12:15 PM

Make Your Brand A Powerhouse

Cynthia Sterling, Principal & Creative Director, Sterling Creativeworks           

Discover the three pillars that form the foundation for break-through branding and marketing. Use these three pillars to build a platform for your brand’s success: product differentiation, brand identity (who it is), emotional hook (how it makes your audience feel). We will provide examples and exercises for discovering and testing your ideas for each pillar. With your foundation in place, you can make sound branding, product development, and marketing decisions that help you build a break-through brand.

11:30 AM – 12:15 PM

Creating a Winning Educational Content Marketing Strategy

Alan Kropf, Executive Director of Education, Anchor Distilling Co           

Modern content marketing creates an opportunity for craft distillers to overcome limited resources and generate a meaningful strategic advantage. Learn how to bring your organizational vision to life in grand and glorious new ways through the exciting world of educational content marketing.

12:15 PM – 1:30 PM

BUFFET LUNCH SERVED /SHOW FLOOR OPEN

AUCTION

1:30 PM – 2:15 PM

Suceeding at Retail

Richard Wolf, Wolf Consulting

1:30 PM – 2:15 PM

Elimination of bonds for your small business

TTB           

How to request your bond back or determine if you’ll need a bond when applying

1:30 PM – 2:15 PM

Tips for Making a Green Distillery

Karen Hoskin, Founder and President of Montanya Distillery

Suggestions for making your distillery part of a more sustainable future.

1:30 PM – 2:15 PM

Making the Leap: Growing Your Organization to Keep Up With Your Business

Dennis Carr, President & CEO, Anchor Distilling Co.           

Anchor Distilling Company has been growing quickly as an organization to keep pace with its ever expanding business. President & CEO Dennis Carr will talk about his strategy for managing this growth, from sales to marketing to operations, while maintaining the culture that has made Anchor so relevant with the bartending and premium spirits communities.

1:30 AM – 2:15 PM

On Fostering A Good Experience with the Booze Media

Nino Marchetti, Editor-In-Chief, The Whiskey Wash           

Distilleries of all sizes, be it super large operations or craft outlets just getting off the ground, need to get their spirits and story in front of media in order to be heard in a crowded market. What are the best ways to do that though when so many spirits makers are vying for the same attention? Learn some tips on how to connect with the booze media in a friendly and productive way from the editors of the award winning whiskey lifestyle website The Whiskey Wash in this fun and informative presentation.

2:30 PM – 3:15 PM

How to Navigate Control States and Franchise States

Scott Winters, Founder & CEO, The American Spirits Exchange | NABCA

The presentation will focus on distribution for craft spirits. Specifically, it will go into detail of the often overlooked subtlety of state-level franchise models and control states.

Attendees will be introduced to the overall landscape of distribution models in the US. From there the individual models will be discussed in detail down to the state-level requirements. The focus will be providing distillers seeking inter-state distribution the tools necessary to evaluate entry strategies for each type of state with emphasis on what to avoid or be clear about when making their decisions.

2:30 PM – 3:15 PM

Finding Your Tribe – How New and Younger Brands can build a brand persona and develop brand ambassadors.

Sean Fagan, Principal, 39 Ideas           

New brands and even small established brands need to develop congruent brand messaging and communications across all touchpoints of the customer experience from their own retail operations to the shelf of the retail outlet.

By identifying and communicating their value proposition consistently across their label, packaging, in-house operations, social media, online presence, events, and external retail outlets, the brand can identify and target high-frequency users. These high-frequency users are their tribe and the goal is to convert your tribe into your brand ambassadors.

2:30 PM – 3:15 PM

New Directions in Distillation Technology

Kris Berglund, University Dist. Professor, Michigan State University            

A number of innovations have occurred in the distillation field in the last decades, but these improvements have not been applied to beverage alcohol. Examples of new possibilities of operation are presented.

2:30 PM – 3:15 PM

How You Can Effortlessly Create Brand Champions For Your Distillery Through Social Media

Todd Buckley, Distiller & Marketer, Destiny Spirits           

You will learn three principles to targeting, inspiring and creating brand champions (fans) for your distillery and distilled spirits. After you attend this session you will be able to;

  1. Know precisely when to recruit consumers into brand champions.
  2. Create a brand story that gets effortless shared like a springtime cold.
  3. Grow an army of devoted brand champions who will save you thousands of dollars over traditional marketing and advertising. “

2:30 PM – 4:15 PM

Federal Fair Trade Law Overview (90 min panel discussion)

David Bateman, Regulatory Compliance Consultant, Gray-Robinson | David Tull, Regulatory Compliance Consultant, Gray-Robinson

This presentation will provide Craft Distillers with a framework of legal guideposts to structure their sales and distribution programs. Exclusive Outlet, Tied House, Commercial Bribery, and Consignment Sales sections in the Federal Alcohol Administration Act are more than terms. They can provide you with a pathway to insure compliance with TTB and your State Alcohol Control Agencies.   Further, Category Management, Pay to Play, Credit Sales, and Returned Products are terms and practices you need to understand to navigate through the three tier system. What is allowable, prohibited, or exempted will be identified and discussed . How do I advertise? What media can I use to reach my clients legally?

3:30 PM – 4:15 PM

Direct Shipping: the Do’s, the Don’ts and the Future

John Henry, Owner, El Buho Mezcal           

A primer on how you can direct ship your craft spirits, where, to whom, when, at what cost and why it offers a bright future for American craft brand owners

3:30 PM – 4:15 PM

Upstream Process Optimizations for Cereal Based Fermentations

Liz Rhoades, Research Scientist- Fermentation, Distillation, and Maturation, Diageo NA

Tips and tricks for upstream process optimizations (pre-distillation) in cereal based operations

3:30 PM – 4:15 PM

Starting and Operating a Nano-distillery.

Jeff Irons, Owner, Irons Distillery           

Can a nano-distillery survive on 12 gallons of spirits a week in manufacturing? Irons Distillery is a nano-distillery manufacturing this amount of spirits weekly – the presentation will discuss what it took to open the distillery, including costs, and the status of the distillery today – is it profitable, how much, what are the next steps?

4:30 PM – 5:15 PM

Scaling up your distillery; the Breckenridge Distillery story – Lessons from humble beginnings to being a top-10 ultra-premium brand in just 5-years

Matt Shifrin, COO, Breckenridge Distillery | Bryan Nolt, CEO Breckenridge Distillery | Jordan Via, Master Distiller, Breckenridge Distillery           

The Breckenridge team will draw on their success to present key tips for yours, from starting up the distillery; choosing equipment, initial distribution, current climate and pitfalls to avoid, to scaling up; capital, support, new equipment and facility expansion, operations expansion, personnel expansion and managing continuing growth; sales vs. marketing, brand development, distributor agreements, continued improvement.

4:30 PM – 5:15 PM

Cost Analysis: From Grain to Retail Shelf

Frank Maher, Partner, Millstone Spirits Group           

A distiller must not only know how to make a great product but also have a keen understanding of what the components of cost of goods and key cost drivers are in order to appropriately price the product so there is enough margin in it both for the distiller as well as to support and promote it to maintain its place on the retail shelf, drive consumer engagement and sell-through, and ultimately to build a self-sustaining and successful product/brand. This presentation provides a good primer on the main elements of cost of goods and key cost drivers as well as the individual component costs.

4:30 PM – 5:15 PM

Finance, The Other F Word

Jeff Clark, Domain Expert, Live Oak Bank | John Fisher, Investment Banker, Fisher & Company           

What are the different types of capital available to finance your distillery? What is the best type of capital for your particular situation? We will address these questions by taking an depth look at sources of debt and equity including crowd funding. Case studies will be included to illustrate the different applications.

4:30 PM – 5:15 PM

Using Solera Blending to Create Memorable Products

Jeff Quint, Proprietor, Cedar Ridge Distillery

Description of the Solera System the way Cedar Ridge has imagined it, and is currently using to produce a multiple gold medal winning Single Malt Whiskey

4:30 PM – 5:15 PM

The History of Distilling in Maryland

Brian Treacy, General Manager & Distiller, Sagamore Spirits            

This session will cover the history of Maryland Distilling, from its rise to its demise and its resurgence. Why Maryland, when did distilling start here, what products and techniques were used, what brand names grew out of Maryland, and why did it disappear?

5:15 PM – 6:15 PM

EXPO-ONLY Hours

6:15 PM – 7:30 PM

Maryland Guild Spirits Tasting

7:45 PM – 10:00 PM

ADI Awards Gala

 

 

Wednesday April 5, 2017

 

10:30 AM – 11:15 AM

Choosing the right still for your production

John McKee, Founder of Headframe Spirits | Matt Haney, Owner of Hillbilly Stills | Ben Lyon, Cofounder/Distiller of Lyon Distilling Co.   

A breakdown of the distinctions between batch and continuous flow distillation focusing on the financial implications of distillation equipment as the bottleneck to growth. A comparative look into the comparative advantages and disadvantages of pot stills compared to reflux columns, and hybrid pot stills, analyzing the subjective and empirical data of distillates produced by each type of still. Also, discussing what the focus should be for craft distillers – quality over efficiency – and how to achieve the results you desire.

10:30 AM – 11:15 AM

If you don’t get the science, the art of crafting distilled spirits might elude you.

Gary Spedding, Managing Owner, BDAS LLC | Amber Weygandt, Lead Chemist, BDAS LLC           

Some very important chemistry and biochemistry is overlooked by many craft beverage producers. A brief review of the science behind distilled spirits production will provide the modern distiller with some fascinating insights allowing them to apply their art in ever more productive and illuminating ways. Science provides the means to allow the creativity to shine through in an exceptional quality product.

10:30 AM – 11:15 AM

Proposed Changes to the Distilled Spirits Labelling Regulations

TTB

10:30 AM – 11:15 AM

Am I Getting Maximum Use of My TTB Distilled Spirits Plant Premises?

David Bateman, Regulatory Compliance Consultant, Gray-Robinson | David Tull, Gray-Robinson           

Alternations, alternating premises, alternating proprietors, and amendments to your plant registration.

The Craft Distiller will be able to identify when to alter the registration process by identifying alternatives to bonded and general premises and separation of brewing, winery, and distilled spirits operations. Further, a general overview of current registration will insure your file is current or must be amended. If you did not count on returns from the market and do not have a secure location to store returned product on general premises where can you put the cases? How can I increased my warehouse capacity without waiting on TTB’s lengthy review process? I want to have the chamber of Commerce Dinner on general premises and serve my product on a one-time event? Can I do that?   How can I structure my registration to conduct social events on my premises with limited floor space?

10:30 AM – 12:30 PM

Talking about your Brand

Ansley Coale, President, Craft Distillers                       

Creating a effective vocabulary and mode of addressing your audience to develop an ongoing presence in the marketplace

11:30 AM – 12:15 PM

More Passion Than Cash – The Journey into Distilling

Johnny Pieper, Head Distiller/Partner, Striped Pig Distillery | Gary Hinegardner, Owner, Wood Hat Spirits | Paul Menta, Owner, Distiller, Chef Distilled  

This lecture will provide an inside look at what it takes to start your own distillery with a limited budget. The craft liquor industry is fairly young and a lot of learning has to be done as you go. It takes a lot of hard work, creativity, passion and, of course, money. You can make it happen with a small budget, but you must understand that the first three of these keys are vital. You will run into more hurdles than you ever imagined, and the better you understand this early on, the more ready you’ll be to tackle each one head on when they arrive. Passion certainly isn’t all you need, but when you don’t have much else, this will be your most valuable tool. When you have more passion than cash, you need to be prepared.         

11:30 AM – 12:15 PM

Explore Exporting-We Can Make The World Your Customer

Janet Kenefsky, Deputy Director & International Marketing Director, WUSATA

In an economy that continues to challenge some small businesses, food and agriculture exports remain a bright spot with great opportunity. Increased access to markets eager for U.S. food products is enticing a growing number of companies to export. WUSATA® programs and services help suppliers in 13 western states learn, connect, and compete on a global scale. Working with USDA Agricultural Trade Offices and local market representatives, WUSATA® facilitates introductions to international buyers and coordinates trade events that help expand distribution. For international buyers, trade show interpreter assistance, online trade leads, and facilitated supplier meetings are also part of WUSATA’s services.

11:30 AM – 12:15 PM

Simplifying the Complexity of OSHA Written Program & Training Requirements for Craft Spirits Producers

Courtney Pope, Eastern Region VP & Principal EHS Consultant, Hellman & Associates

Provides a basic understanding of OSHA compliance for the distilling industry as well as knowledge of the administrative requirements to include the following;

  • Understand the OSHA regulations that apply to distilling industry (1910 General Industry Standards);
  • Awareness of the written program requirements for each of the applicable standards;
  • Awareness of the training requirements for each of the applicable standards
  • Understand the incident reporting and recordkeeping requirements of the 1904 standard;

Each participant will receive a Health & Safety Manual template, which meets the content requirements of the OSHA standards. This is a “plug and play” template that allows the user to insert company and site-specific details into each program. Each participant will also receive a distillery safety improvements checklist to measure their own program and provide guidance on key areas of focus for distillery owners/operators.

11:30 AM – 12:15 PM

Distillery Finance: An Art Not a Science

LJ Govoni, Founder & CEO, Boston Capital Leasing           

Explore the different financial options and structures a distillery will encounter; from the inception of the idea through its eventual opening to the possible capital requirements needed to expand the operation. This session will cover the different options and routes a distillery can take to fund its operation and when it makes sense to lease Vs buy outright. We will discuss the difference between Operating and Capital leases and between a Bank and an independent Financing/Leasing company. Other topics covered will be Capital requirements needed to fund a start-up distillery or expand its operations, the underwriting process and the key attributes of credit decision, and how they are weighted.

11:30 AM – 12:15 PM

10 Questions Every Craft Distiller Must Answer Before They Die

Wayne Curtis, Journalist

Craft distillers are increasingly feeling the pinch from two sides: the sales arena is becoming more crowded and competitive, making it imperative to stand out and rise above. At the same time, consumers are becoming more savvy, asking questions that allow them to disperse the marketing fog that can hide shortcuts or sourcing. This discussion will consider the questions recently posed in consumer-oriented Imbibe magazine (“10 Questions to Ask Every Craft Distiller,” Sept-Oct 2016) , and look at how distillers can answer these in a way that’s honest, credible, and smart. Examples of distilleries who’ve figured out how to do this well — and some who’ve not — will be discussed.

12:15 PM – 1:30 PM

BUFFET LUNCH SERVED /SHOW FLOOR OPEN

Women in Distilling Luncheon

1:30 PM – 2:15 PM

Booze Business and Bars: We are better together.

Kelly Ann Woods, Proprietor, Gillespie’s Fine Spirits | Andrew Friedman, Owner, Liberty Bar and Scout Spirits | Chall Gray, Sling & Arrow Craft Spirits

Many state laws are changing to allow distilleries to serve cocktails in addtion to tastings. The cocktail business, however, is not for the feint of heart. Many of the issues that face a service industry are very different to the ones facing distilleries.

Having worked in the bar and industry for 20 plus years Kelly Ann Woods knows a thing or two about being on the other side. Currently owner and operator of Gillespie’s Fine Spirits, she strives to create clearer lines of sale, request and communication between clients and suppliers so the industry can grow as a whole and everyone can get their needs met from creating saleable products to innovating to providing bartenders with things that are difficult to get their hands on. Innovate or die. Collaboration is the growth of our business. Kelly Ann is joined by Andrew Friedman. Andrew owns and operates one of the most celebrated neighborhood bars in the country, Liberty Bar in Seattle. He is a founding member of the Washington State Distillers Guild, and the Foudner and CEO of Scout Spirits. Chall Gray has opened several award-winning bars, and is the CEO/Co-Founder of Slings & Arrows Craft Spirits. He has written about cocktails and spirits for various food & drink and lifestyle publications. ”

1:30 PM – 2:15 PM

Virtual Distillery Life and Property Safety Tour

David Seitz, Craft Beverage Program Director, The Cincinnati Insurance Company           

A grain to glass virtual distilled spirits plant tour with an emphasis on life and property safety following HACCP, GMP and industry guidelines. We will look at several DSP scenes; identifying hazards to guest, employee and property safety. Each scene will be followed by the same scene with appropriate solutions implemented to reduce exposure to loss.

1:30 PM – 2:15 PM

Cleaning and Sanitization – Operating Your Distillery to Fermentation Industry Standards

Eric Watson, President, AlBevCon, LLC

This seminar will expose the attendees to the proper cleaning and chemical usage techniques for distillery process equipment.

1:30 PM – 2:15 PM

WHAT ARE YOU BRINGING TO THE TABLE?

Successfully Negotiating Distribution Agreements and Managing Distributor Relationships

Susan Degalan, Partner, Hinman & Carmichael LLP           

Increasing distributor consolidation, explosive brand proliferation, and a rapidly changing global marketplace threaten to undermine the mutual goal of suppliers and distributors – to sell their products and enhance the value of their brands. This session will highlight the advantages of meaningful partnerships between suppliers and distributors via mutually beneficial agreements, shared promotional efforts and regular communication. Topics will include how a craft producer can successfully negotiate a distribution agreement — even when all the leverage seems to lie with the distributor — and managing the distributor relationship to optimize sales and brand exposure. We’ll talk about critical negotiating issues, tracking distributor performance, and the role distributors expect producers to play in promoting their brands. The session will feature real-life examples and will encourage interactive audience participation. Audience members will receive a set of highly practical takeaways and tips they can put to immediate use.

1:30 PM – 2:15 PM

Defining Craft: Technique or Terroir

Andrew Braunberg, Partnership Manager, Still Austin Whiskey

Craft distilling has seen amazing growth in the last couple of years but a shake out is inevitable Craft distillers have put too much focus on trying to differentiate from traditional producers by focusing on technique. This messaging will become less effective with increasingly savvy millennial customers. Craft distillers should instead focus on place (i.e. terroir) and on becoming fully integrated into regional grain economies. The goal should be to create a specialty wholesale market for unique grain varieties in your region of the world. This could include experimenting with heirlooms to reassess flavor profiles with modern eyes and to determine which varieties work best for distillers with respect to flavor and other variables. Those traits can be breed into these old strains going forward with an eye to producing lines that are specifically designed for distillers at the local level.”

2:30 PM            3:15 PM

Growing your Brand: Building Strong Distributor Relationships

Jake Hegeman, VP, Legal and Regulatory Affairs, WSWA |           

Description: At the 2016 ADI conference, WSWA facilitated a panel examining some of the factors wholesalers take into account when evaluating potential new brands. Building on that session and the questions raised about how suppliers can best position their brand for success with a wholesaler, this session will take a deeper look at factors such as goal setting/benchmarking, marketing plans, market demographics and brand story/image and how these can play into brand growth- from the wholesaler perspective. As well, this session will include an opportunity for a few ADI members to “pitch” their brand to the panel for real-time feedback from wholesaler representatives with specific expertise in the craft spirits sector. This is intended to be a highly interactive session that helps attendees get a better sense of specific steps they may want to consider as they outline their brand’s path to growth. ”

2:30 PM            3:15 PM

Comparison of Unaged and Barrel-aged Whiskies from the Same Mash Bill Using Gas Chromatography/Mass Spectrometry

Heather Heinz, University of Northern Colorado | Joe Elkins, Co-Founder & Head Distiller, Elkins Distillery           

Commercially available whiskeys produced from the same mash bills were analyzed using Gas Chromatography Mass Spectrometry (GC-MS) to compare the differences and similarities in the organic compounds present in un-aged whisky and the same whisky stored in barrels. The length of time in barrels and proof of the whisky are the stated variables between the whiskies, according to the producers. Analysis of compounds also aided in determination of esterification mechanisms occurring during distillation processes. Implications for distillers using accelerated mellowing and esterification techniques will be discussed. All compounds were analyzed using an ethanol-tolerant column in the GC-MS at the Chemistry Department at the University of Northern Colorado. Results of the analysis indicate that the chemical evolution of barrel-aged spirits is a knowable and predictable science.

2:30 PM – 3:15 PM

High Proof Tax Incentives for the Craft Spirits Industry

Aaron Coffeen, Specialty Tax Consultant, Engineered Tax Services           

Distillers are often so focused on getting the next bottle out the door that they miss out on incentives available to reduce their tax laibility and increase cash. Tax consultant Aaron Coffeen will review tax credits and incentives as they specifically relate to the distilled spirits operations.

2:30 PM – 3:15 PM

How we crowdfunded our distillery from the ground up

Pia Carusone, Owner, Republic Restoratives | Rachel Gardner, Owner, Republic Restoratives

Come hear the story of how we became the country’s largest crowd funded distillery and learn how you can improve your project with community investment.

2:30 PM – 3:15 PM

Creating an Effective Loyalty Program

Karen Barnes, Owner, Wine Direct Marketing Services, LLC           

Are you leveraging the passion your customers have for your brand? Already have a loyalty program but want to take it to the next level? Learn the ins and outs of creating an effective loyalty program for your brand, including promotion, implementation and management using key technologies and proven customer service tools. We will cover how to structure your program, review recruitment and retention strategies, implement staff training and incentives and effective marketing techniques.

3:30 PM            4:15 PM

Why Farm Distillers Will Own 21st Century Innovation, and why they always have.

Joel Elder, Founder, Quintessentia | Dan McNeill, Founder, MISCellaneous. Distillery | Brad Blackwell, Co-Owner, Lost Ark Distillery           

When considering the future of spirits innovation, one has only to look to the past to understand where truly legendary products originate. Distilling is an art of agricultural preservation that has been elevated over centuries through experimentation, discipline and the evolving relationships of the producer and consumer. Producer who wish to pursue the success of trending “SKUs” are merely following in another’s footsteps. Additionally, there is no evidence to suggest that the myriad products foisted on the market have any longevity. “Trending” products will almost certainly become footnotes in the history of spirits, fossilized into their place in time and subject to sneering ridicule. Truly great and legendary products like Vermouth, Rum and even Bourbon can only have evolved in the agricultural context of their homelands.

The Farm Distiller, being so close to the highest quality source material as well as the needs of local agriculture will be best positioned to act upon bold ideas without the obtrusive overhead of distribution hobbling their innovation. As more states adopt direct-sales approaches for Farm Distilleries, they will be incentivized to experiment at a scale that would have otherwise been unthinkable. The revenue on these innovative products is likewise of great appeal as there is no longer a necessity to give a significant portion of revenue to a company that does nothing to move the industry forward simply out of legal obligation. Producers can realize higher revenue, more direct consumer contact and more competitive on-shelf pricing than at any time since the repeal of Prohibition. This is the democratization of spirits innovation and the United States will lead the way.”

3:30 PM – 4:15 PM

Nobody Wants to Taste Your S**t!

Robin Robinson, Founder/Principal, Robin Robinson LLC | Jack Summers Founder of Jack from Brooklyn

You have as much right as anyone to start a distilling business in the US: its fun and it can be rewarding. But don’t think for a minute the world is waiting to taste your new make spirit, gin, vodka and under matured whiskies: this ain’t 2010! These two industry vets have been at ground level for the past 8 years and have sold successfully, lived through the wars, seen the changes and are still standing! You’ll get the real insight on apathetic distribution, retail carpet bombing, the tiers of bartenders and the understanding that when no one cares about you, its the most forceful tool you’ll have in your market arsenal.

3:30 PM – 4:15 PM

Ethyl Carbamate- a Technical Review

Liz Rhoades, Research Scientist- Fermentation, Distillation, and Maturation, Diageo NA

What is ethyl carbamate and why it is an issue, known pathways and precursors, and mechanisms for control in cereal based fermentations.

3:30 PM – 4:15 PM

Monthly TTB Reporting and Compliance

Donald Snyder, President, Whiskey Systems Online           

Join us as we walk through each of the Monthly Operations Reports (Production, Storage, and Processing) and the Federal Excise Tax Return forms. Watch each report be populated with real distillery data and hear about common reporting mistakes.

4:30 PM – 5:15 PM

Your Distillery – Concept to Delivery Recognizing and Addressing Potential Roadblocks in the Site selection and Design process

Linda Purcell, President of Architecture PML, Inc,

Use a Case Study, Deviation Distilling, Denver, Colorado, to describe the process from Site Selection to opening the doors to the public. The Case Study will provide evidence that selecting and leasing a space has to be considered carefully, and the time involved from lease to opening was longer, and more complicated, than anticipated.     Learning outcomes –Take new and expanding Craft Distillers through the complexities of site selection and the site’s relationship to the compliance path (the CODES). The Case Study describes the process of adapting the Distillery to the requirements of the site, building, or tenant space, design, permitting, and operation.

Success – including the ability to open a distillery in any location – completely depends on the laws and requirements of the Authority Having Jurisdiction (AHJ), Zoning, Building and Fire departments.   Throw in the challenge of a landlord that has no concept of the requirements of distilling, and you may be faced with significantly more time needed, and money required for your project, than anticipated.

4:30 PM – 5:15 PM

A New Approach to Accounting for Sugars in Alcohol Determination of Liqueurs

Mark Canestrano, Product Specialist, Anton-Paar                       

A well-defined alcohol content is an obligatory parameter in quality control for the production of alcoholic beverages. Since many spirits are binary solutions, alcohol concentration is determined through density measurement. However, with liqueurs, more extract is present, and simple density measurement for the finished product becomes less reliable. The liqueur’s sugars need to be accounted for in the ternary solution, or else the liqueur needs to be distilled back to a two-part solution before density measurement. Since sugars like sucrose are optically active, the liqueur’s optical rotation can be measured to determine sugar concentration, allowing alcohol concentration determination without distillation. With this presentation, we will show how optical rotation measurements, combined with density and NIR measurements, can save time in quality control of liqueurs, while providing accuracy comparable to density measurement after distillation.

4:30 PM – 5:15 PM

Grain Selection: Evaluating modified and unmodified grains for spirits production    

Andrew Causey, Technical Sale Manager, BSG Distilling

The section of grains has a substantial effect on the flavor, cost of goods and capital allocation. Understanding and utilizing the variety of grain options is essential to flavor, business and personal success.

Schedule subject to changes.

Workshops Schedule at the ADI Conference

Seats are limited. You can sign up during registration – Check pricing and availability during your registration.

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