International Beer Strategies Conference 2020

The 22nd edition of the International Beer Strategies Conference will kick off with an exclusive brewery tour of Brewdog’s Dogtap Berlin facility. Sponsored by Celli Group, we welcome delegates to tour round the brewery before networking over a few beers ahead of the main event. This unique opportunity to tour Brewdog’s brewery will also feature a welcome speech from Marcus Thieme, CEO Germany, Brewdog.

This is a one-off networking opportunity to meet other delegates in a relaxed environment ahead of the main conference – make sure you book your place!

• Building sustainable brand propositions which appeal to today’s consumers
• Finding pockets of growth to expand core beer portfolios
• Innovating the beer drinking experience to create engaging experiences
• Looking towards a sustainable brewing industry for a better future

• Identifying growing global trends across the beer industry and how to prepare for their impact now
• Understanding the changing consumer trends and preferences affecting the consumption of beer
• Highlighting new product innovations in the category and looking ahead to future trends across the sector
• Pinpointing the growth opportunities within beer to maximise revenue in a stagnating market
• Evaluating the pockets of growth which exist across product categories and regions to shape strategy in 2020 and beyond

• Identifying the biggest players in German beer and the reasons for success and failure
• Highlighting the winners and losers of global beer brands in Germany
• Understanding the German purity law and its impact on the market
• Assessing the prevalence of regionalism and localism and the power of the German brand
• Overcoming barriers to entry such as the returnable bottles scheme
• Discussing the pockets of growth in Germany and rising trends

• Positioning Low & No beers as the healthy choice for consumers to stand out in a crowded market
• Instilling authenticity into your products to win over the increasingly savvy consumer
• Building new occasions and experiences into your product range to meet the evolving needs of consumers
• Distributing your products in the smartest way to grow the category

Chaired by Olly Wehring, Editor, Just Drinks

• Has the market moved away from craft beer and towards better quality beers?
• Why has the rate of growth in craft started to decline in the past year?
• Who are the key players investing in craft at the moment? What will craft beer look like in 10 years’ time?

• Exploring the latest product innovations in sustainability and the results being achieved
• Navigating consumer perceptions when communicating sustainability goals
• Focusing attention on keg innovation to secure quick wins
• Leveraging changes in packaging as a clear manifestation of change
• Preparing for future regulation by acting now

• Understanding the factors driving an increasingly loose division between drinks categories
• Assessing the “beer plus” category and its impact on the wider industry
• Understanding how consumers view Low & No beers to create a more targeted drinks occasion
• Taking strategies from the soft drinks category to attract a wider range of consumers to your product
• Using your brand to pull consumers into new categories

• Innovating your portfolio by tapping into the rising trend of cannabis beers
• Overcoming legislative barriers on the difficult road to launching cannabis beer
• Lessons learned from launching cannabis beers to the market in record time
• Looking ahead to the future of the trend to understand its potential
• An update on the state of play in Europe surrounding CBD and beer

• Overcoming key challenges when growing your presence in emerging markets
• Understanding key success factors to achieve growth in African and Asian markets
• Delivering sustained growth and staying relevant in regions experiencing fast-paced change
• Identifying reasons behind successful growth in African market and how this will evolve
• Developing a successful business model to support growth in emerging markets

Chaired by Kevin Baker, Global Beer & Cider Research Manager, GlobalData

• Assessing current trends in beer consumption and how businesses are successfully capitalising on changes
• Pinpointing the fastest growing categories and the reasons behind this growth
• Showcasing the fastest growing regions and the most successful players in these areas
• Evaluating how the beer market is currently performing and where the growth is coming from
• Understanding what investors are looking for and how to meet their criteria

• Understanding the rising popularity of hard seltzers in order to assess their future potential
• Pinpointing key marketing lessons to be learnt from the hard-seltzer movement including unisex branding, health messaging and millennial appeal
• Responding to the emerging category through product diversification to retain market share
• Assessing which categories within your business are best placed to compete with hard seltzers and how much of a threat they pose to beer consumption

• Temperature and humidity implications in beer during transport
• How to prevent logistical risks
• Industry technologies to protect beer during transportation

• Shaping your strategy around the rising trend in consumers behaviours
• Maximising growth through export channels to achieve an international footprint
• Leveraging the German heritage of the Pauna brand and understanding the story behind the beer
• Tapping into opportunities in shifting international markets

• Leveraging an acquisition as a partnership to build upon successes and grow
• Driving core values including sustainability through our partnership
• Maintaining authenticity, employee values and consumer engagement during an acquisition
• Looking ahead to what the future holds for craft

• Overcoming barriers to entry in the German beer market to bring a new brand to the German consumer
• Understanding your market: Navigating a highly fragmented beer market to develop a national presence
• Maximising channels including retail, sales and taproom to effectively grow your brand
• Innovating your brand and product range to reach new customer segments

Join us for a morning of interactive discussion and debate. This is your opportunity to select your area of interest and engage with fellow experts in the industry.

Roundtable 1
Led by Celli

Roundtable 2
Led by Schaefer Werke GmbH

Roundtable 3
Innovation through flavour and texture while conserving the true DNA of Cider in Heritage and History
Led by Jonathan Kaye Head of Technical & NPD, Bevisol and Barny Butterfield, Owner, Sandford Orchards

Roundtable 4
Collaboration for a Bigger and Better Cider Nation to push through the noise and achieve better trade opportunities
Led by Mark Hopper, Director of Public Affairs, National Association of Cider Makers

• Exploring growth opportunities through partnerships with other breweries
• Showcasing success stories with Kingfisher, Asahi and Singha and the reasons behind this
• Using brand reputation to maximise partnerships and grow brands
• Ensuring partnerships work for both parties to ensure ongoing success

Chaired by Kevin Baker, Global Beer & Cider Research Manager, GlobalData

• Assessing the regulations surrounding claims in labelling and marketing
• Bringing regulatory considerations to the front end of the process in NPD
• Making accurate claims which engage consumers and protect your brand

• Identifying areas within your core brands which are ripe for development
• Growing core brands in emerging markets
• Adapting your core brands to changing consumer preferences to stay relevant

• Growing a craft beer brand in a highly fragmented German market
• Understanding the shifting demands of consumers and the changing backdrop to craft
• Discussing what the future holds for craft beer in Germany

• Reflecting back on three days of discussions to draw predictions on trends for the next 10 years in beer
• Discussing the shifting landscape of the beer industry to shape strategy for the years ahead
• Highlighting key trends which are on the rise and the strategies needed to prepare for change

Join us for a morning of interactive discussion and debate. This is your opportunity to select your area of interest and engage with fellow experts in the industry.

Roundtable 1
Led by Celli

Roundtable 2
Led by Schaefer Werke GmbH

Roundtable 3
Innovation through flavour and texture while conserving the true DNA of Cider in Heritage and History
Led by Jonathan Kaye Head of Technical & NPD, Bevisol and Barny Butterfield, Owner, Sandford Orchards

Roundtable 4
Collaboration for a Bigger and Better Cider Nation to push through the noise and achieve better trade opportunities
Led by Mark Hopper, Director of Public Affairs, National Association of Cider Makers

• Leveraging data analytics to beat your competition
• Using innovative technology to enable your sales teams
• Understanding the “India Advantage” to improve business agility
• Blending a mixture of in-house innovations and digital solutions to make digital transformation a success

Chaired by Olly Wehring, Editor, Just Drinks

• Exploring the potential of sour beers as a category and understanding the reasons behind its rising popularity
• Telling the story of the barrel: Leveraging barrels from across the world to brew sour beers
• Using the oldest version of reuse and recycling to become a more sustainable brewery
• Standing out on an international scale in an emerging category

• Exploring Circular economy in the brewing process
• Securing the top position in organic beer
• Going for Fossil free operations and distribution by 2025
• Successful Development of NAB/LAB and sugar free innovation

Join us for a morning of interactive discussion and debate. This is your opportunity to select your area of interest and engage with fellow experts in the industry.

Roundtable 1
Led by Celli

Roundtable 2
Led by Schaefer Werke GmbH

Roundtable 3
Innovation through flavour and texture while conserving the true DNA of Cider in Heritage and History
Led by Jonathan Kaye Head of Technical & NPD, Bevisol and Barny Butterfield, Owner, Sandford Orchards

Roundtable 4
Collaboration for a Bigger and Better Cider Nation to push through the noise and achieve better trade opportunities
Led by Mark Hopper, Director of Public Affairs, National Association of Cider Makers

• Telling a cider story that resonates with the current market to accomplishing commercial results and promotes the category
• Building an authentic brand to create a powerful generator of growth and customer loyalty
• Creating a solid marketing strategy for the development of exciting, integrated campaigns to drive value through a consumer-centric vision

Chaired by Suzanne Cooper, Commercial Director, GlobalData Consumer

• Using AI to build the relationship between brand and consumer
• Creating a story to enhance customer experience
• Leveraging digital to gain customer loyalty and increase purchases

• Looking at fluctuations in the cider market to identify ways to push for a prosperous future
• Understanding global potential – can a “one size fits all” strategy make for international success?
• Leveraging data to put the consumer at the heart of development and innovation to produce authentic products
• Tapping into the real needs and desires of the consumer to successfully achieve MPD

• Following in the footsteps of beer to become “Craft Cider”, is it the next big thing?
• Storytelling; Everything rural, variety and vintage-is it resonating?
• Diversifying through geography to communicate a cider story with distinction
• Rebranding the cider category for market revival – should the craft agenda continue or should cider look easy and convenient like white claw?

• Looking at drivers to partner up with other brands for big scale success
• Deciding on M&A strategy to increase revenue and brand recognition
• Growing through collaborations to push the cider category into one of high retention
• Pushing for positive traction in off and on trade channels to ensure better cider product exposure to consumers

• Challenging the origins of cider and adapting the process to make a product with a distinct offering
• Analysing the challenges of working in a non-Anglo profile market and the flipside of opportunities opened up in Anglo-profile markets as a result
• Focusing on unique elements of your proposition to align with untapped market opportunity
• Pushing for premiumisation to better position your product for on-trade and off-trade channels

• Which No & Low trend is being translated into the mass market – is it here to stay?
• What is driving No & Low and how can cider cater for all demographics?
• How are cider producers leveraging the “nutritionally sensitive” marketplace to educate the health conscious drinker and promote cider as the drink of choice?
• To what extent does moderation and “better for you” cross borders?
• Would nutritional labelling help to educate the consumer and result in increased revenue?