Quality is the element upon which all others are built. From careful production to reliable distribution to consistent flavors, quality flows throughout the business of craft. Join our panel of producers as they examine what constitutes quality and how they have defined themselves within this element of craft.

1. Quality
The Cornerstone of Craft

2. Quality… And diversity
 Who’s here?
 Beer
 Wine
 Spirits
 Cider
 Mead?
 Hard Soda…?
 The concept of quality relates to the cross-sectorial, craft-defined
production segments of alcoholic beverages industries
 Is Craft’s quality just an expression of a consistent expectation?
 What is the quality image that ‘Craft’ implies across alcoholic
beverages?

3. Alcoholic beverage category is fragmenting
 Even Craft is facing competition
 Do these innovations represent new categories,
or existing craft extensions?
 Wine, Beer, Spirits, Cider - New flavorings, like grapefruit
 Hard Soda - Not your Father’s Root Beer!
 Alcoholic Iced Tea, or maybe even hard, sparkling
Kambucha!
 Does quality craftspersonship reflect a growing diversity
of choices within a category, or is there more to
craft’s appeal?
Quality in the face of a dynamic market

4. Russian River Brewery - A few words on craft
By Vinnie Cilurzo
1. Establishing quality in
crafted beers
2. Contemporary
Craftsmanship
3. The future of craft in
the beer market

5. Calera Winery - A few words on craft
By Josh Jensen
1. Establishing crafted
wines
2. Contemporary
Craftsmanship
3. The future of craft in
the wine market

6. Westland Distillery - A few words on craft
By Matt Hofmann
1. Establishing crafted
spirits
2. Contemporary
Craftsmanship
3. The future of craft in
the spirits market

7. Jester and Judge - A few words on craft
By Bruce Nissen
1. Establishing crafted
ciders
2. Contemporary
Craftsmanship
3. The future of craft in
the cider market

8. Quality and the Craft Evolution
1. Establishing a Crafted Product
a. Producer’s pre-craft life - Career prior to the life of craft
b. Moments in history - Established timeline from idea epiphany, commencing
production, recognition among peers, to acknowledgement by consumers, to the
legacy in reputation
c. Highlight milestones: people, products and events coinciding with these moments in
history
2. The Contemporary Craft
a. What characteristic regarding each craft is a KSP in the current environment
b. How this KSP is recognized within each sector, and
c. How each Craftsperson measures and monitors feedback on the idea, product and
brand
d. Specify the measurements and metrics used to promote each execution of their craft
3. What the future holds according to these Beacons of Craftspersonship
4. Craft product, and its appeal through strategic communication and distribution