Following is the agenda for the 2017 Beer Now Conference. All events will take place in the “Tap Room” at iceSheffield unless otherwise noted. See these directions and this post on recommended local hotels.
18:00 Sheffield Beer Week: Beer Trail details now published – view our News page for info.
Beer Now x Sheffield Beer Week Beer Trail Itinerary:
- 18:00 – 19:00 Sentinel Brewhouse (entry to Yellow Belly Meet the Brewer & Designer)
- 19:15 – 20:00 The Rutland
- 20:15 – 21:00 Devonshire Cat (Abbeydale Brewery Showcase Brewers Emporium Range)
- 21:15 – 22:00 Bath Hotel (Wild Beer Co Tap Take Over)
- 22:15 – 23:00 Brewdog
All pubs are featured here: https://sheffieldbeerweek.co.uk/recommended-pub-trails/
Today’s content will focus on Tap Room Management, Events, and Beer Tourism.
11:00 – 14:00 BeerX Exhibition: Attendees of the 2017 Beer Now Conference will have free access to the BeerX Exhibition.
11:00 – 14:00 Registration: Registration will be available all day for those arriving later.
13:00 – 14:00 Next Steps for SIBA: Mike Benner, Managing Director of SIBA, will talk about “representing brewery businesses in today’s challenging marketplace”. This will take place in The Gallery. Your Beer Now badge will get you access.
14:15 – 14:25 Official Conference Opening
14:25 – 15:15 Beer Tourism Case Study – Belgium Is Leading the World: Long a staple of the wine industry, the hottest trend in the beer industry is Beer Tourism, which puts heads in beds of local hotels, rear ends in seats of local restaurants, and thirsty people into breweries. And Belgium is leading the world, from its Trappist breweries to its beer culture being recently designated as a UNESCO World Heritage to the forthcoming “temple to Belgium beer” planned for the previous Brussels stock exchange building. Our speaker is Krishan Maudgal, who specializes in providing management and marketing services to the beer industry in Belgium.
15:15 – 15:30 Break
15:30 – 16:30 Beer Events: Breweries love beer events, both those they participate in outside their premises (beer festivals, beer weeks, etc) and those at their brewery. But events can also suck up staff time, involve a lot of donated beer, and in general be low in profitability. Learn from an experienced marketing professional, Jane Jones of Fuller’s, how breweries can maximize their return on events and how event organizers can produce events where everyone is happy.
16:30 – 17:30 Tap Room & Pub Management: Tap rooms are important to almost every brewery. Many small breweries rely on their tap room for a large proportion – if not 100% – of their sales. And pubs are critical for breweries to get their beer into the hands of consumers. Furthermore, brewery tap rooms and pubs are the front-line communication with customers, so excellent venues and service can help establish a loyal fan base while poor venues or service can drive customers away. Anja Madhvani and Kirsty Morton from Northern Monk Brew Co. will tell us how to maximize service and sales.
18:00 – 19:00 SIBA National Brewing Awards All Beer Now attendees are invited to watch the SIBA National Brewing Awards presentation, taking place in the Brewers Yard. Your Beer Now badge will get you access.
19:00 – 22:30 Beer Alive! Beer Now participants are free to participate in the BeerX Festival of Beer, Beer Alive, located in the Brewers Yard. Your Beer Now badge will get you free access.
Today’s content will focus on Marketing & Communications.
8:00 – 9:00 Registration
9:00 – 9:45 Keynote Bob Pease, President & CEO of the Brewers Association: Hear details about the United States craft beer market and what that might portend for Europe in Bob’s talk on The Power of Craft Brewing.
9:45 – 10:30 The Hard Truths About Social Media: Social media marketing often feels like something you have to do. But how do you do it effectively and are you allocating your resources wisely? Hear from expert Jack Daniel, Social and Digital lead for There’s a Beer For That who will provide tips on how to approach social media to make sure you’re driving your business and not just catching likes to feel good. Please note Jack will be presenting this same seminar at BeerX the day before, so we suggest you not attend that session if you are registered for Beer Now. Sessions are always better the second time around.
10:30 – 10:45 Break
10:45 – 11:30 Email Marketing: Despite all the changes in marketing in the last 10 years, email marketing is still one of the most effective and cost-conscious marketing methods. While almost all companies in the beer industry do engage in email marketing, few do it well. We’ll learn how to select an email marketing program, establish a database of contacts, encourage people to opt in, format effective emails, and analyze results. Our speaker is Neil Walker from the Society of Independent Brewers.
11:30 – 13:00 Lunch Break
13:00 – 14:00 Beer Blogging and Breweries: If you are a brewery, you should be paying attention to beer blogging in two ways. First, by interacting with “citizen” beer bloggers who write about beer on a regular basis because it is their passion. We’ll teach you how to approach and interact with these citizen journalists. Second, because the phrase “content is king” is still true in terms of driving visitors to your website. If Google thinks your site is stale, it will severely penalize you in search results; content creation via a blog or news page on your site is one of the best ways to stay relevant to search engines. Paul Jones from Cloudwater Brew Co. and blogger Owen Ogletree from Brewtopia will lead the discussion.
14:00 – 15:00 Beer Branding: Why is it so important to get your identity and branding
right? Find out from experts Myles Pinfold and Helen Hartley from WPA Pinfold what makes great branding and how this can impact your success. Using case studies, the speakers will provide examples of successful branding in the beer industry and show you how to avoid pitfalls when it comes to marketing beer.
15:00 – 16:00 Live Beer Blogging: Live Beer Blogging has been the premier event of the Beer Bloggers & Writers Conferences (both in North America and Europe) since their inception. Similar to speed dating, participating breweries have eight minutes to pour a beer, provide an explanation, and answer questions of attendees all while the attendees write their thoughts live via social media and blogs. Live Beer Blogging forces breweries to hone their marketing pitch and attendees to perfect their beer analysis skills. Participating breweries include Twisted Barrel Ale, Sentinel Brewing Co., Abbeydale Brewery, Sharps Brewery, The Ilkley Brewing Co., Lost Industry and Thornbridge.
16:00 – 17:30 Beer Now Reception: Meet and taste beers from our sponsors and partners. This pre-dinner event is the perfect way to try new beers and socialize with your fellow attendees.
17:45 Beer, Dinner, Brewery Tour, and Live Music hosted by Thornbridge Brewery: Buses start loading from iceSheffield at 17:45. At the brewery there will be a casual dinner, brewery tours, and plenty of award winning beer – all included for Beer Now attendees. Following our time at the brewery participants will be transported into town and, if you like and if there are still tickets available, you can join us at The Greystones for some live music and more award winning beer. @thornbridge
Today’s content will focus on Writing and Blogging.
9:30 – 10:00 How to Describe a Beer: Everyone in the beer industry has to describe a beer at one point or another. Yet we all tend to use the same language to talk about a beer’s color, flavor, and texture. In this short session on descriptive writing by Richard Croasdale of Ferment Magazine, you’ll learn how to broaden your use of language when describing a beer, making that beer (and your description) more appealing to your readers.
10:00 – 10:30 What Comes Next for Beer Bloggers and Writers? Many beer writers start out via “Citizen Blogging” but leverage that experience to new experiences in the beer industry, from creating events to consulting for breweries. Veteran beer blogger and writer Jules Gray will talk about her own experiences starting Sheffield Beer Week and the retail and tap room Hop Hideout and also touch on what other bloggers and writers have achieved.
10:30 – 11:00 From Blogger to Brewer: We will wrap up the conference with an interesting and inspiring story of one man’s path from blogger to brewer. Andy Parker, previously a blogger at Musings of an Elusive Beer Geek, parlayed his love of home brewing into a new, five barrel microbrewery called Elusive Brewing. He’ll tell us how he did it and what lessons he learned.
11:00 – 11:15 Conference Close
11:15 Post-Conference Excursion: For those interested, join other Beer Now attendees on a trip to Manchester to visit breweries in that area. Beer Trail details now published – view our News page for info. Beer Now x Manchester Beer Week Beer Trail Itinerary:
- 11:15 Conference Close at IceSheffield, tram to Sheffield Train Station
- 11:45 The Sheffield Tap (group and ensure all in attendance)
- 13:10 Train Sheffield to Manchester Picadilly (arrive 14:03)
- 14:15 Picadilly Tap (await attendees check in at nearby hotels)
- 15:15 Cloudwater Brew Co
- 16.30 Port Street
17:30 Bundobust (food stop)
19:00 Cafe Beermoth
20:00 The Pilcrow
Attendees can break here and retire to hotel or train station, or head on to:
Please note attendees can break away from the group at any point, if you need to catch an earlier train or otherwise depart; please inform group lead.