Just got back from the Craft Brewers Conference in Philly and I'm still riding the high (yes almost two weeks later). The food was unreal, the beverages were even better, and the vibes? Lighter than I've felt in years.
BTW, if you're new here, welcome!
The schedule was tighter, sure, but here's the thing that really stuck with me — people showed up ready to do something.
Not sit around the hotel bar commiserating about the state of craft. Not doom-scrolling through industry headlines together. Not blaming other categories or age groups for lack of sales. Actually rolling up their sleeves and asking, "okay, so what do I do Monday morning?"
Refreshing. Inspiring. Honestly? About damn time.
Brands don't want concepts anymore. They want a to-do list.
Most people are running on fumes and the last thing you need is another 90-minute seminar that ends with "well, it depends." Brands need help now.
You need explicit instructions, real tools you can actually use, and bite-sized learning that fits between a bank run and unclogging your taproom toilet.
Did you really think I wouldn't mention Star Wars somehow right after May the Fourth?
Not that our challenges are over, but I feel like we've reached a tipping point where we can stop some of the talking and do more of the do-ing.
But here's the tough love part — and you knew it was coming —
Nobody is going to hand you a verbatim playbook for your brand (unless you pay them to to do so).
Not the speaker on the main stage, not the rando in the group chat, not the brand in your neighborhood that you're "friendly" with. Conferences like this year's CBC are great to get your mind working and provide you with some quick wins, but the long-term execution will be up to you.
Every brand is different. Your market, your team, your taproom or tasting room, your distributor relationships, your customers — none of it plugs neatly into someone else's strategy. What worked for the craft distillery in Asheville is not going to be plug-and-play for the cidery in Albuquerque.
So what do you actually do? (cue bite-sized action items)
Get proactive about learning outside your area of expertise. If you're the brewer, you've got to learn sales. If you're the salesperson, you've got to learn about finance. If you hate marketing, that's exactly why you need to study it.
Take the frameworks or concepts you've picked up from experts or industry events, then do the work of adapting them to your brand. The thinking is the hard part. Don't skip it.
Stop waiting for the magic bullet email, course, or consultant to show up. They're not coming. You are the magic bullet (although those resources can help).
Understand and accept that there is never the right time for strategy. You will always find something more important to do or another reason to procrastinate. Just do it now.
Business is not easy. It was never going to be. This is what you signed up for. But it is doable — if you're willing to suck it up and get to it.
Need another bite-sized place to start? My podcast!
Episode 17 just dropped and it's a continuation of our hospitality series — but this one is all about execution, not concepts. Short, actionable, industry-specific. Exactly the kind of thing you can knock out on your morning commute or while you're cleaning lines.
👉 Listen to Episode 17 now — and if it's helpful, subscribe and leave a review. That's how I keep this thing rolling.
P.P.S. My friends at RadCraft are running a webinar on cultivating digital customer connections that's right up your alley if you've been struggling to figure out the marketing side of things. Check it out here.
There's a lot of new folks around here lately, so here's the deal. If you enjoy tough love for your business and you actually read these emails, then you'll love the podcast. Bite sized episodes that pack a big punch. You can catch up on all episodes hereor click those cute buttons below. You can also search for This Is Not Your Hobby wherever you get your podcasts. Have a Bottleneck for me to tackle on an upcoming episode? Submit your anonymous gripes and beverage business issueshere.
