In an effort to unify the craft beverage community, a partnership was announced between the National Restaurant Association Restaurant, Hotel-Motel Show and the Craft Beverage Expo.
Influencers from both organizations have agreed to speak at their respective events (the CBE and Beverage Alcohol for Restaurants at NRA Show) to open the channels of communication between craft beverage producers and the restaurant industry as a whole.
Thousands of craft industry professionals are expected to attend the second annual Craft Beverage Expo May 6-8 in Santa Clara, California. Touted for bringing together producers from all craft market segments, CBE attendees can exchange ideas between other attendees and 200 exhibiting companies to broaden their businesses and find competitive advantages in areas other than cost and volume.
“We’ve always believed that collaboration is the key to success for this evolving craft industry,” explains Kellie Shevlin, executive director of CBE. “Which is why we are so pleased to join forces with the National Restaurant Association. Opening the lines of communication between these two industries will create a better understanding and allow both markets to ensure everyone’s, the producers, restaurants, and consumers, needs are being met.”
The NRA is set to direct two sessions at CBE. The first, “What’s in a Brand? How to Sell in Retail Chains” is tailored for producers looking to leap into larger buying fields.
The second session, “How Do I Get My Brand Onto Restaurant Menus?” is targeted to help the smaller producer expand in local markets. These NRA sessions sit among a lineup of topics including branding and advertising, negotiation strategy, and trends in packaging and distribution.
“This will be our first time we have worked to provide education for craft producers looking to gain a foothold in the restaurant and hospitality industry,” says Mary Pat Heftman, executive vice president, convention, and strategic Alliances of the NRA. “Delivering operator insights to the craft producers helps ensure that the lines of communication between the two industries are open and productive.”
CBE ambassador and regular CraftBeer.com contributor Ginger Johnson will speak at BAR 15 (Beverage Alcohol for Restaurants), the two-day international event May 17-18 focused on how beverage alcohol both attracts guests and enhances profits in a restaurant, foodservice, and hospitality operation.
BAR is co-located with NRA Show, which takes place May 16-19 in Chicago. The CBE hosted session will provide restaurant owners with the hottest craft trends such as mead, cider, wild and sour craft beers, and provide guidance on how to use these beverages to attract the consumer masses.