Building Sales SOPs for Your Distribution Partners

Speaker: Julie Rhodes

Date & Time: Friday, February 3, 2:00-3:15pm

Building standard operating procedures for your production facility can streamline logistics, improve
efficiencies, and provide a system of accountability for your team. You can do the same thing with your sales team! SOP’s or standard operating procedures can be built to keep your retail sales team focused and working efficiently in the market, but they can also be applied to your distribution management strategy to retain more mind share for you brand with your wholesale partners. Learn how to create SOP planning tools for your sales reps and distributor sales teams that will keep your brand on track to hit your annual sales goals, make meetings more effective, and sell more cider together.

Increasing Retail Sales With Strategic KPI’s

Speaker: Julie Rhodes

Date & Time: Thursday, February 2, 10:30-11:45am

KPIs are fun to mention in conversation, but building a core set of metrics that can significantly contribute to your profitability, and knowing what tools you need to track and analyze sales data is a whole new ballgame. So let’s play ball.

KPIs (key performance indicators) are metrics that will measure the health of your retail sales. They can be anything from volume to market segment ratios, classes of trade to market share. KPIs help suppliers identify areas of improvement, but can also help you realize how to recreate success without reinventing the wheel. So which KPIs are most important? What tools do I need to collect this data? And once I have the data, how do I interpret the results to impact my sales? In this session, we will cover all of those things, including how to build a go-to set of KPIs to efficiently boost sales, run through what software tools you will need to collect the data and how to set up proper corresponding reports, and most importantly, how to analyze your results to build strategic action plans around your data.

Making your Mark: Innovative Brand Management and Trademark Strategies

Speakers: Malaika Tyson, Dorien Clark

Date & Time: Thursday, February 2, 1:45-3:00pm

Trademarks can be vital to developing a solid brand. The cider industry is unique in that many of the company and product names are often descriptive, presenting a challenge for trademark registration. However, as the number of new cideries and SKUs continues to increase, robust trademark management is critical to the success of a cidery. By the end of this session, you will learn innovative tips for protecting and elevating your cider brand.

The Cider-Only Consumer No Longer Exists: Why Your Decisions Should Start with Cross-Category Drinkers

Speaker: Bryan Roth

Date & Time: Friday, February 3, 2:00-3:15pm

The person buying alcohol today cares more about flavor than you do—and they’re making decisions across categories because of it. What’s being fermented matters less for a drinker who is loyal to flavor experience and what it offers them.

Learn why the cross-category drinker’s apathy toward a base fermentable doesn’t mean they’re disinterested in cider and how today’s trends can help you:

  • Decide what to make and not make
  • How to talk about your brands
  • Where to sell 

With data and storytelling, understand how the consumer of beer, RTDs, spirits, and wine should impact how you think about cider.

Win at the Cider Club Game

Speaker: Emily Becker, Jana Daisy-Ensign

Date & Time: Friday, February 3, 2:00-3:15pm

Play the hand you’re dealt with strategy! In this session, you’ll learn ways to maximize your marketing reach and streamline your cider club systems. Explore seasonal curation, photography, earned media, member engagement, customer service, etc. The women behind NW Cider Club, the nation’s premier multi-cidery direct to consumer club, share key takeaways and tips for success.

Implications of Category Management at Retail on Cider Sales

Speaker: Brock Yenglin

Date & Time: Friday, February 3, 3:45-5:00pm

As the alcoholic beverage category grows in complexity, it is essential to understand how category management affects cider’s space at retail. With increased competition and more producers beginning off-premise sales, it is vital to know how retailers manage the cider category. Attendees will come away with an understanding of the strategy, regulatory landscape, and tools used to determine where products end up on store shelves.

Tackling Taprooms

Speakers: Katie Black, Megan MacLean

Date & Time: Friday, February 3, 10:00-11:15am

An in-depth session on everything that goes into opening or revitalizing a taproom. Attendees will learn from professionals who have opened several respected taprooms, with experience in the field of hospitality, operations, and production. We will cover a range of topics including recruiting, company culture, taproom build out, operational systems management, creating a cocktail program, and mastery of budgets. Drawing from varied experience, we will help you construct a taproom that’s built to last, while highlighting your brand’s personality.