Shape Shifting: The New Consumer Environment at Retail, A Retailer Panel
Date & Time: Friday, January 19, 3:30-4:45 PM
Speakers: Eric Phillips & TBD
Full description coming soon.
This is The Way: The More Sustainable Path for Packaging
Win Hearts & Shelves Using Design and Data to Boost Cider Sales
Date & Time: Thursday, January 18, 1:45-3:00 PM
Speaker: Shannon Hiller-Webb
Join us as we explore the dynamic intersection of artistry and strategy. Discover the perfect blend of creativity, data-driven insights and how to communicate your brand’s unique story, values, claims and certifications through compelling visuals in your label design. Learn how this approach gives your brand a competitive advantage that also resonates with consumers’ emotions and preferences, ultimately leading to increased sales and a lasting connection with cider enthusiasts, buyers, retailers and investors. We will share grocery merchandising insights, considerations and strategies to inform best practices and how to approach buyers and leverage your in-store presence.
Growing your DTC Cider Sales Through Ecommerce
Date & Time: Thursday, January 18, 10:30 – 11:45 AM
Speaker: Zach Kamphuis
A data-driven presentation on the strategies, tips and best practices that grow e-commerce sales! This presentation will focus on how beverage alcohol brands are performing online and strategies and best practices to maximize e-commerce sales. Hard data will also be presented on the impact that implementation of best practices has on online sales, specifically by increasing average order value, cart conversions and repeat purchases.
Selling to the Cider Curious in the PNW: Strategies from Consumer Research
Date & Time: Friday, January 19, 1:45-3:00 PM
Speakers: Jana Daisy-Ensign, Jessica Gutierrez
Panelists from Oregon State University’s Food Innovation Center and the Northwest Cider Association’s staff and Board of Directors share results from new consumer market research. Find out what you need to know about the cider curious drinker to improve direct to consumer marketing and trade education.
Patching Your Leaky Sales Pipeline: Improving The Efficiency of Your Sales Team
Date & Time: Friday, January 19, 3:30-4:45 PM
Speaker: Julie Rhodes
Sales team? Pipeline? Yes these concepts apply to you, no matter your production size! The sales team could be just you (the owner/operator) or a single sales rep, but regardless of how many bodies you have representing your brand in the wholesale channel, you need to make sure that time spent in the market is used efficiently and effectively. In today’s competitive craft beer marketplace, selling skills and strategic systems are more important than ever so that you can stand out in the supplier crowd. Up until 2020, the craft beer environment has been one of brew it and they will come drink it, but that’s no the case anymore. As more brands join the wholesale channel every year, shelf and tap space are at a premium, so sales teams have to work efficiently and strategically in the market. It’s not enough just to check the box and show up in front of buyers, brand reps must have an elevated understanding of the buyer decision making process and how they fit into that equation to convert more sales. Join me for a sales bootcamp of sorts where you will learn how to sell by science, be able to build strategic standard operating procedures for your sales team, and understand how to avoid a leaky sales pipeline to improve the efficiency of your sales team.
Pitching Your Cider Brand to Chains
Date & Time: Thursday, January 18, 3:45-5:00 PM
Speaker: Julie Rhodes, Dana Elliott, Ben Williams
Engage with experienced industry experts in a dynamic discussion on the complexities of pitching your cider brand to major retail chains. This session is designed to equip you with the essential preparation strategies, critical data presentation skills, and in-depth knowledge necessary to confidently approach chain retail buyers. We’ll delve into typical dialogues, anticipate common counter arguments, and address potential inquiries you may face. Discover what it takes to succeed beyond getting your product on the shelves and learn what follows once your cider gains approval for distribution.
A Mini PR Master Class: Reaching Consumers through Storytelling, Digital Content and More
Date & Time: Friday, January 19, 10:00 – 11:15 AM
Speakers: Jen O’Flanagan
With over 1,300 cideries across the country, how does your brand stand apart from the rest? Utilizing public relations and marketing to engage with American consumers can help increase ciders market share from two percent of all adult beverage sales. Marketing and communications expert Jennifer O’ Flanagan (Feast PR) will discuss tips and tricks on how to enhance brand positioning and elevate brand awareness amongst trade and consumers to turn up the dial on sales.
Utilizing Data to Get Consumers to Pick Cider
Date & Time: Thursday, January 18, 3:45-5:00 PM
Speaker: Jenny Zegler
Consumer data from global market intelligence agency Mintel show price, flavor and occasion are all key considerations for adults when they are shopping for alcohol. Amid rising cost of living, what factors do alcohol brands need to have? And what claims are just “nice” to have? This presentation will investigate the opportunities available to cidermakers to give adults the flavors, formats and formulations that will help cider compete in an increasingly crowded alcohol market.
Across the Divide: Connecting With Consumers Beyond Cider
Date & Time: Thursday, January 18, 2:00-3:15 PM
Moderator: Beth Demmon
Speakers: Matt Tanaka, Caitlin Braam, and Sara Sherrer
Cider has enormous potential to grow as an industry, but has yet to capture more than a fraction of American drinkers. How can cider makers appeal to curious consumers coming from other categories like wine and beer, while still promoting cider as a worthy beverage in its own right? What sort of messaging helps attract new customers as well as keep them? In this panel discussion, makers and marketers will reveal what’s worked for them, what hasn’t, and how to educate future consumers to help cider realize its full promise.