40 Educational Breakout Sessions at the conference were recorded, and turned into videos (consisting of the powerpoint presentation and audio). Anyone who purchased a ticket to the conference gets 1 yr access to these videos.
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List of 2019 Content
BUILDING VALUE THROUGH DIFFERENTIATION
John Fisher, Managing Director Fisher & Company
Building Brand Value – The Importance of Differentiation. Reflections on successful artisan brands and on a key ingredient for building value. Metrics for measuring both – differentiation and value creation. The presentation will provide a solid framework on how to approach getting into the spirits business. It will clarify the real budget necessary, and insight to the critical success factors to create a financially viable distiller.
FUNDAMENTALS: A DEFINED PROCESS FOR CREATING A COMMERCIALLY VIABLE DISTILLERY
Scott Schiller, Managing Director Thoroughbred Consulting Group
SEPARATION ANXIETY: OBSERVATIONAL INSIGHTS TO UNDERSTANDING DISTILLED SPIRITS FILTRATION
Maria Peterson, Filtration Specialist, Scott Laboratories
Principles of filtration. Equipment choices, filter media on the market and how to use filtration to remove some instabilities and what options you have if you can’t.
SOCIAL MEDIA FOR CRAFT DISTILLERS: TACTICAL TIPS & TRICKS TO GROW YOUR BRAND
Suzanne Henricksen, Founder The Crafty Cask
You have your social media accounts, you’re posting as often as you can but the results you’re seeing make you wonder is the time and energy is really worth it? Join Suzanne, founder of The Crafty Cask, as she provides tactical and actionable advice for driving results in social media that you can put into
practice the minute you walk out the door. While she’ll primarily focus in on Instagram, there will be tips and tricks for Facebook, Twitter & Pinterest as well. Bonus: one lucky attendee will win a free Instagram audit with detailed suggestions for your brand!
AMERICAN SINGLE MALT PANEL
Steve Hawley, Director of Westland Distillery
Jared Himsted, Head Distiller Balcones Distilling
Coling Keegan, Founder Santa Fe Spirits
Gareth Moore, CEO Virginia Distillery
Jason Parker, Co-Founder & President Copperworks Distilling
Join a panel featuring the founders of the American Single Malt Whiskey Commission as they discuss the emerging category, the denition of American Single Malt, and their plans for the near future to grow further the organization’s mission.
THE DISTRIBUTOR CAP – UNDERSTANDING WHAT MOTIVATES A DISTRIBUTOR. (AND WHAT DOESN’T.)
John Foster, Director of Sales & Marketing Smooth Ambler Spirits
John Foster of Smooth Ambler Spirits will lead an open, honest, straight-talk discussion about nding and inspiring a good distributor, big or small, and address many of both the pitfalls and joys of jump-starting a small brand.
STILLS AND WHISKY, WAYS AND MEANS
Chip Tate, President & Head Distiller Tate & Co Distillery
choices on spirit character.
DEALING WITH HIGH ALCOHOL FERMENTATIONS & ACHIEVING HEALTHY FERMENTATIONS
Maria Peterson, Filtration Specialist, Scott Laboratories
We will be discussing nutrients and other tools that help keep the fermentation healthy, as well as ways to deal with high alcohol fermentations, as they are common in distilling.
ALL ABOUT WHISKY
Stephen Robey, Assistant Director, Alcohol Labeling and Formulation Division, TTB
This talk will cover the most important aspects of how TTB regulates whiskys, including whisky production requirements, when formulas are needed and specific labeling issues related to whiskey. Topics will include Mash requirements, Aging requirements, when is a formula necessary and common labeling issues for whisky.
BEST PRACTICES FOR CHOOSING A GLASS BOTTLE THAT STANDS OUT PANEL
Michael Niehaus, Sales Director Midwest/East Coast Saverglass -Moderator
Stéphane Stanton, Brand, Market Manager U.S East Coast and Canada, Saverglass
David Schuemann, Owner and Creative Principal, CF Napa
Jay Johnson, Co-founder, Bear Creek Distillery
Hannah Lowen, VP of Operations and General Manager, New Ri Distillery
What are important considerations when choosing a glass bottle? From selecting a stock mold to customization and from speed to market to impact on the shelf, a panel composed of a glass manufacturer, a designer and a distiller will foer three different perspectives to help select the glass bottle that will captivate your audience.
HIDDEN TAX TRAPS: HOW SIMPLE PERMIT CHANGES CAN HAVE SERIOUS TTB TAX CONSEQUENCES
Thomas Niekamp, Attorney Niekamp Law LLC
Jim McCoy, J. McCoy, Alchool & Tobacco Compliance Consultants LLC
Those in the distilled spirits production and distribution business already know that merely receiving Federal TTB alcohol permits and then operating a business can be a daunting task for even the most experienced in the industry. The distilling industry is governed by a myriad of complex federal laws and regulations under the jurisdiction of the Alcohol and Tobacco Tax and Trade Bureau (TTB). To start with, alcohol producers
including distillers are all required to rst obtain a basic permit from TTB and otherwise qualify with the agency before operations can begin.
Recent case law demonstrates that if your distilled spirits making business is contemplating a change to its business structure, the business would do well to rst become familiar with the area of the law involving TTB changes of control and changes of proprietorship. Such rules can place unsuspecting business owners in situations where their TTB permit has terminated without them even being aware of it! Sometimes such changes of control can happen even in the most passive of ways. Recent case law notes that this can lead to disastrous consequences. Among other things, the case law illustrates the potential excise tax pitfalls in such change of control situations. For example, for smaller alcohol producers who enjoy the small producer
rate for distilled spirits production, TTB may disallow the small producer rate $2.70 per proof gallon and instead impose and assess taxes at the much higher rate of $13.50 for distilled spirits. Even for small producers this imposition of the higher tax rate could result in TTB’s assessments of very large tax liabilities.
Moreover, as can be seen from the above, a failure to timely comply with TTB’s change of control and change in ownership/proprietorship requirements can result in severe consequences: the automatic termination of the TTB permits, ceased operations, and even significant tax consequences. Alcohol
business entities, particularly distillers need to be very vigilant when it comes to identifying and timely reporting changes to their business structure to TTB. Other relevant topics, time permitting, can include:
- Tax issues related to the newly implemented Tax Cuts and Jobs Act and its significant impact on
- The TTB oer in compromise process in tax matters.
PLANNING FOR THE FUTURE PANEL
Richard Wolf, Principal Wolf Consulting
Donald Snyder, Founder & President Whiskey Resources
Monica Wolf, Wolf Consulting
How to quickly test products and ideas in the distilled spirits industry where every cost structure for a testing and distilling is built for mass production.
THE LEAN STARTUP DISTILLERY
Kartik Kamat, CEO Distillery America
Whether you are starting out in a small production space or expanding to support a well-established business, the quality of your building facilities can have a big impact on operational eciency, worker well-being, environmental impact, customer perception, and brand identity. We will discuss these topics
and more in a visually-compelling presentation that includes case studies and recounts some examples of the real-world problem solving that goes into building distilleries and tasting rooms. The discussion will identify questions and considerations that need to be addressed in the process of planning a facility for both immediate needs and future aspirations. Attendees will be invited to participate in the conversation through a question and answer session following the presentation.
MAKING SPACE FOR TASTE: TOP 5 CONSIDERATIONS FOR DISTILLERY AND TASTING ROOM DESIGN
Andrew Lawrence, Architect Urbanadd Architects
This panel presentation will discuss the benets of ocial guild formation – specifically, how to leverage a unifed front to propose and take advantage of agricultural, economic, and tourism programs that your state could oer, as well as marketing opportunities that might not have been feasible as an individual distillery.
GUILDS: MAKING THE MOST OF WHAT YOUR STATE HAS TO OFFER
Jaime Windon, Lyon Distilling, President of MD Distillers Guild
Katie Darling, Celebration Distillation, President of LA Distillers Guild
Daric Schlesselman, Van Brunt Stillhouse, Board Member of NY Distillers Guild
Andrew Lohfeld, Roulaison Distilling, Board Member of LA Distillers Guild
THE TTB FEDERAL PERMIT PROCESS
James Niekamp | Jim McCoy, J. McCoy, Alcohol & Tobacco Compliance Consultants LLC
An overview of the Federal TTB Permit process, including common pitfalls and issues that arise along the way
MEET THE GROWING DEMAND THROUGH CONTINUOUS COLUMN DISTILLATION
Kris Bohm, Head Distiller Grand Canyon Distillery
A presentation of the struggle to meet demand of grain to glass distilleries as their market share grows. A breakdown of the efficacy of continuous distillation and how a continuous distillation column allows a distillery to grow while maintaining grain to glass production.
PACKAGING INNOVATION FOR CRAFT DISTILLERS
Steve Pelkey, CEO Universal Packaging
Craft distilleries only have a fraction of the marketing budget to compete with the large brands. Thus, it is imperative for them to stand-out on a crowded shelf. The best way to do it is through cool, unique packaging innovation that craft distilleries can embrace – if they truly want to stand-out.
REACHING ACROSS THE POND – WHISKEY VS WHISKY AND WHAT WE CAN LEARN FROM EACH OTHER
Matt Strickland, Head Distiller, Distillery Cote des Saints | Board of Examiners, Institute of Brewing and Distilling
“It could be argued that the American whiskey tradition was born out of the distilling techniques of the original groups of Scotch-Irish that immigrated to our nascent country over three centuries ago. Of course times change and the two traditions couldn’t be more dierent. With the emerging American Single Malt category and the explosion of American craft whiskies in general, it seems like the lines between the two disciplines are becoming increasingly blurred…and more interesting. This talk aims to discuss the traditional differences between the production of our native spirit, bourbon, with that of Scottish single malt whisky.
MOLECULAR TRANSFORMATIONS IN SPIRITS INDUCED BY EXPOSURE TO WOOD
Zach Detweiler, Co-Founder Spirits Unbound
The changes in spirit composition during wood resting/maturation will be discussed in the context of both barrel aging and modern wood exposure techniques. The listener will be exposed to the chemical mechanisms that are important for the development of spirit maturation, and, hopefully, walk away with some strong intuition about what inputs must be considered to generate the desirable maturation proles that in high demand in today’s market.
REVENUES, UP OR ON THE ROCKS: MAXIMIZE COCKTAIL SALES IN YOUR TASTING ROOM PANEL
Chall Gray, Little Jumbo//Slings & Arrows Consulting
Robbie Adams, Ironton Distillery
Melinda Maddox, Old Elk Distillery
David Baker, Bear Creek Distillery
More states than ever allow distillery tasting rooms to serve cocktail, but offering cocktails doesn’t translate to profits on its own. Led by veteran bar owner Chall Gray, this helpful panel will discuss the best methods for getting customers into your tasting room and maximizing your revenue per guest once they’re inside.
QUANTITATIVE AND QUALITATIVE EVALUATION OF PROOFING WATER AND DISTILLED SPIRITS
Shawn Patterson, CEO Good Libations
In our experiences most distillers believe the taste of a distilled spirit is set once the distilling or barreling process has been completed. Quantitative research has recently been completed demonstrating the impact water used to proof distilled spirits has on the composition of the aldehyde and ketone levels in distilled spirits. Qualitative research has been conducted to assess the eects the water used in proong has on aroma, taste, and smoothness of distilled spirits.
We will be sharing our research results for the rst time at the ADI meeting in Denver. We believe the information coming from our research can be a signicant benet for craft distillers and demonstrate the potential value of moving beyond water ltered by reverse osmosis to proof distilled spirits.
MODERN BIOTECHNOLOGY – OPPORTUNITIES IN DISTILLING
Larry Peckous, Senior Scientist, Novozyme
Buoyed by a relatively robust economy and increased consumer spending on alcohol, including premium spirits, the distilleries industry has seen strong growth in recent years. While the industry of the past was consolidated, with a limited number of brands, today we see a hypercompetitive landscape with many
brands to t a multitude of consumer preferences. To remain competitive, distilleries will be challenged to further increase their production effciency and foer consumers more product choice and innovation. Enzymatic technology is increasingly enabling distilleries to get more out of raw materials, reduce energy,
increase throughput, and process alternative grains in order to offer higher value – and more novel – products. As enzymes become more prevalent in the industry, there is need to better understand some basics about enzymatic technology, how enzymes are developed, what we should consider when it comes to classification (e.g. GMO or Non-GMO), and what the latest regulatory guidance is about enzymes.
SOURCING FOR RTDS (READY TO DRINKS)
Alyssa Gianino, Sales Manager Ultra Pure
With the surge of popularity in canned cocktails and “spiked seltzers” it is important to be open minded to branch into this market. How to use what you have and what to supplement to create a successful RTD brand. Help people understand the regulations behind these products and the differences in using spirits, wine or malt bases for their products.
GIN – WHAT MIGHT THE FUTURE HOLD?
Virginia Miller, Food & Spirits Blogger (US)
David Smith, Independent Gin Consultant (UK)
Aaron J. Knoll , The GinIsIn (Denver USA)
Robert Cassell, Connacht Distillery (Ireland)
James Young, Old Young Distillery (Australia)
Is the bubble about to burst for gin? Where will gin be in five or ten year’s time? Hosted by the aptly named Virginia “Gin” Miller, our panel of gin industry producers, commentators, and consultants will share some of their insights & predictions and take questions from the audience.
NUTRITION: MOVING BEYOND DAP
Joseph Kalkwarf, Craft Distilling Manager, N.A. Lallemand Biofuels & Distilled Spirits
Nutrition is widely accepted as being needed not only for a successfully completed fermentation but just as important the sensory precursors for distillation. What is actually required by the yeast to make this happen is perhaps not understood as well as the acceptance indicates. This presentation will dive into nutrients moving beyond simple nitrogen additions and packaged nutrient approaches looking at both improving fermentation performance and perhaps enhancing sensory proles. Attendees should expect to gain better understanding of why nutrition is important, what can be added, how it can be added, and where/when to ideally add to best target what the distiller is trying to accomplish.
AVOIDING PITFALLS IN VARIOUS DISTILLERY CONTRACTS Brian Kaider, Partner Kaider Law
The launch and operation of a distillery involves many moving parts, many of which are controlled through the execution of a contract with one or more other parties. This seminar will discuss some of the most common agreements signed by distilleries with emphasis on key clauses that can lead to problems down the road.
(ANOTHER ONE FIGHTS THE) DUST! Scott Moore, Principal Architect & President Dalkita
Stage We review the issue of combustible dust in distilleries – where it is and how to manage it. We also cover the recently changed rules for combustible dust.
HIGHLIGHTS OF TTB’S LABELING MODERNIZATION PROJECT
Christopher Thiemann, Distilled Spirits Program Manager, Regulations and Rulings Divisions Alcohol and Tobacco Tax and Trade Bureau
We review the issue of combustible dust in distilleries – where it is and how to manage it. Also cover the recently changed rules for combustible dust.
HOW TO FINANCE YOUR DISTILLERY AND STILL OWN 100% OF YOUR DREAM
Elliott Davis, Founder Mine Hill Distillery
Phil Prichard, President Prichard’s Distillery
Controlled States, Product Distribution
USING HONEY IN SPIRITS
Keith Seiz, Ingredient Marketing National Honey Board
The National Honey Board has conducted extensive research into how to distill spirits from honey, and how to back sweeten spirits with honey. This presentation will provide an overview of that research.
CREATING BRAND CHAMPIONS THROUGH TASTINGS AND TOURS PANEL
Ali Edelstein, Director of Social Responsibility | Kentucky Distillers’ Association
Sara Barnes, Executive Director Bourbon Women
Dave Fisher, VP of Sales Intellicheck
Lauren Snyder, Head of Partner Experience AnyRoad
Craft distilleries across the country are creating brand champions through their tour and tasting experiences. Join the Kentucky Distillers’ Association and their partners at AnyRoad and Intellicheck as they discuss how to use technology in your visitor center operations to promote social responsibility,
identify target customers, and optimize admission fees, ticketing systems, merchandise sales, and follow-up communications that will provide a positive experience with your brand.
GETTING THE MEDIA TO CARE ABOUT YOU
Adam Polonski, Co-Founder Lost Lantern Whiskey | Freelance Journalist
Getting media attention for your spirits is a critical part of gaining traction, but many producers don’t understand how to reach out to the press in a way that will get effective results. Moreover, a small number of craft distilleries receives a large majority of press attention, and that’s no accident. Adam,
the cofounder of Lost Lantern Whiskey, a longtime spirits journalist, and a former senior whiskey specialist for Whisky Advocate magazine, has firsthand experience on what the press looks for when they’re covering spirits. He’ll discuss when you should and shouldn’t start reaching out to media, what outlets
to target and how to tailor your approach for them, how and when to seek reviews and awards, what PR can and can’t do for you, and other ways to make your distillery and brand as attractive to the press as possible. Handled properly, the media can become your greatest champion.
THE FLAVOR SCIENCE OF DISTILLED SPIRITS
Matthew Spinozzi, Head Distiller Matchbook Distilling Company
Where do the flavors in spirits come from? This presentation will discuss the chemical compounds primarily responsible for common flavors in a variety of distilled spirits and the pathways for their production. It will also discuss how variations in raw materials, processing, fermentation, distillation and maturation can impact the characteristics of a spirit. Topics covered will include:
– Mechanics of sensory perception
– The ways in which a flavor-active compounds can end up in the spirit.
– An overview of key flavor molecules and o-flavors.
– The role of lactic acid bacteria in many fermentations
– Maturation chemistry
– Heads/hearts/tails cuts
– The impacts of copper and reux in distillation
– Maillard reactions
CONTROLS AND AUTOMATION IN A DISTILLERY. COMPLYING WITH C1D2 EXPLOSION PROOF REQUIREMENTS
Kevin Weaver, President, Brewmation Incorporated
When choosing a design for a still it is critical to understand that electric controls and components are required to be certified for a C1D2 environment. An alarming number of stills are being built and installed negligent of these requirements creating an extremely unsafe environment. Fires and explosions have occurred and will continue to occur unless the code is followed. Our presentation will outline the Fire Code requirements for controls and automation as it pertains to manufacturers and installers. By having your equipment designed properly and installed properly you will avoid installation delays and inspection pitfalls. Most importantly, you will create a safe environment for yourself, your employees, and your customers.
CRAFTING A BETTER DRINKING CULTURE
Ali Edelstein, Director of Social Responsibility Kentucky Distillers’ Association Sara Barnes, Executive Director Bourbon Women
Responsible retailing practices can reduce craft distillers’ liabilities, strengthen their operations, and preserve their ability to grow. These practices influence everything from how distillers welcome guests, market their products, conduct tastings, plan events, and train their employees. In this panel, attendees will hear about the Kentucky Distillers’ Association’s new partnership with Better Drinking Culture and how it influences operations at craft distilleries in Kentucky. They will walk away with an enhanced understanding of “drink responsibly” and a checklist of tools and suggestions to implement at their own distilleries.
DISTILLATION PARAMETER AND THEIR INFLUENCES ON EXTRACTION DYNAMICS IN GIN DISTILLATION
Jan Hodel, PHD Student International Centre for Brewing and Distilling / Heriot-Watt University
A comparison of extracts of gin botanicals with known origin, family and their state (plant part, dried/fresh, whole/kibbled/powder) is investigated. The distillations are conducted on an extraction funnel with a vapour chamber, 1l glassware laboratory setup with temperature-controlled heating mantle. A correlation of extraction dynamics by changing solute amount and solvent concentrations in a vapour extraction
distillation is investigated. These conditions have been altered in initial ethanol concentration of the charge and the weight of botanicals. Additionally, two different bulk charges are tested. The single botanical distillations are used to investigate how flavour and aroma compounds are effectively extracted and ultimately how they dier from one botanical to another. This experiment aims to investigate whether there is an optimum mix of conditions to extract the highest levels of certain compounds in gin distillation. The experiment design is a 32- factorial design with two initial base conditions (charge levels) resulting in 18 individual distillations. The botanical chosen is Juniperus communis L., being the prime botanical in gin. Comparing the list of flavour compounds identified in gin, with the flavour compounds identified in the essential oil of juniper berries the following chemical compounds have been chosen as markers: α-pinene,α-phellandrene,β-pinene,β-phellandrene, Myrcene, DL-Limonene, γ-terpinene, α-cubebene, caryophyllene, γ-elemene.
It is expected to see different concentrations in the nal distillate, which are compared to each condition. The quantification is carried out with Gas chromatography/ mass spectrometry. Additionally, the aroma intensity is evaluated by a tasting panel, and conclusions can be drawn on the concentration and the odour threshold from the above mentioned compounds.
IP RISK MANAGEMENT FOR CRAFT DISTILLERS: NAVIGATING THE MINEFIELD
Paul Reidl, Law Oce of Paul Reidl
Stephen Gould, Proprietor / Master Distiller Golden Moon Distillery
Trademark, copyright, right of publicity and privacy, patent. What are the legal and business risks and how do you manage them?
MONTHLY TTB REPORTING AND COMPLIANCE
Donald Snyder, President Whiskey Systems Online
Join us for an open discussion to learn how to populate the monthly TTB Operations Reports and the Federal Excise Tax Returns, get answers to your compliance questions, and discover how the new lower effective tax rate law affects your distillery.
BUILDING A CRAFT FLOOR-MALTING HOUSE
Gabe Toth, Lead Distiller The Family Jones | Freelance Writer White Mule Press
A discussion on building a craft floor-malt house.
MANIPULATING FUSEL OIL LEVELS IN NEW MAKE DISTILLATE
Travis Hammond, Operations Manager Smooth Ambler Spirits
The ultimate goal of any distiller is to consistently produce a quality spirit. There are no less than one-hundred variables that can directly aect the avor of the distillate. All avors are due to the presence of small levels of organic molecules that are carried over during distillation. This presentation presents the results of a 3-month study carried at Smooth Ambler Spirits to quantify our attempt at identifying the molecules and optimizing a process for consistency and quality
BARREL ENTRY PROOF & MASH BILL EFFECTS ON BOURBON FLAVORS
Eric Zandona, Spirits Information Director American Distilling Institute
Sara Smith, Writer / Whiskey Judge
WOMEN’S SUMMIT PANEL
Andie Ferman, Lauren Patz, Kat Valentina, Lacie Thornton, Ali Edelstein, Sara Barnes, Virginia Miller
Join trailblazing women for the 4th edition of ADI’s Women’s Summit! Mentors include Distillers, mixologists, brand ambassadors, business leaders ready to share their knowledge and establish year-long connections.
TTB SCIENTIFIC SERVICES DIVISION
Sarita Cardozo, Industry Liaison Chemist, Scientific Services Division Alcohol and Tobacco Tax and Trade Bureau
This is a two-part presentation. Part 1 will address some of the questions that the TTB Laboratory receives from industry relating to proong. Part 2 is a brief discussion about the Scientific Services Division administration of the Chemist Certification Program for the exportation of alcohol beverages per Procedure 2018-2.