Selling Innovation
In this session, we look at these trends, where they’re going, where opportunity exists, and how breweries are building contextual approaches to sales to get the right beers in the right places at the right times.
While the headiest days of rapid change in the craft beer world may have cooled down, post-pandemic, it remains a dynamic category and community as often counterintuitive and competing trends grow in contrast to each other. In 2026, we see very different trends both holding sway, with 9-10% fruit-flavored beers labeled as IPAs and sold in convenience stores skyrocket while at the other end of the spectrum non-alcoholic and low-strength 3% beer continues to develop momentum. As a craft brewer, it’s not just what you’re selling, it’s where and when you’re selling it, and creating that context for consumption is key to maintaining relevance for your brand and for craft beer as a whole. In this session, we look at these trends, where they’re going, where opportunity exists, and how breweries are building contextual approaches to sales to get the right beers in the right places at the right times.
Panelists include:
Doug Veliky,Partner, BrightBev
Max McClure, Director of Business Development, Countermeasures
Bill Kraich, Vice President, Platform Evangelist, Encompass Technologies
Bill Kraich is Vice President, Platform Evangelist at Encompass Technologies, focused on using digital innovation to strengthen the beverage industry and create value for all three tiers. With more than 20 years of experience across distribution, eCommerce, and professional services, he brings practical insight and a collaborative approach to solving industry challenges. A dedicated member of state and national beer, wine, liquor, and technology associations, Bill works with peers and industry leaders to foster ideas, share best practices, and drive initiatives that support the long-term health and growth of the industry.
Jamie Bogner, Cofounder & Editorial Director, Craft Beer & Brewing
