Issue link: http://read.dmtmag.com/i/437957
ing." Between Facebook, Twitter, e-mail and mobile platforms – and whatever new social network is rolling out this month – there's a lot to keep up with. Cates' session, designed for both social media newbies and "power users," will outline six simple ideas to help attendees grow their businesses through unique digital strategies. ON THE WINE TRAIL Starting a wine trail can be an effective way for up-and-coming regions to attract visitors to winery tasting rooms. At the Craft Bever- ages Unlimited and Midwest Grape & Wine + Craft Brew conferences, Peter Hofherr, CEO of St. James Winery in Missouri, will share the results of his research on the expectations and perceptions of both wine trail visitors and mem- bers. His session, "Lessons from Current Wine Trail Research," will also explore the mechanisms that are important for keeping a group of businesses working together as they build a new trail organization. GETTING DOWN TO BUSINESS Exclusively at the Missouri con- ference, the Sonoma State Uni- versity Wine Business Institute will present two special sessions: "Calculating the True Cost of Your Wine," and "Financial Strategy and Planning for Wineries." The reason most small busi- nesses, especially wineries, fail is because they do not know their true Cost of Goods (COGs). This s e s s i o n , l e d b y J e a n e t t e Ta n , accountant for Kokomo Winery and Sbragia Family Vineyards in California, will teach attendees to calculate the true costs of both bulk wine and bottled wine – giving them the tools they need to build a sustainable and profitable busi- ness. Just as important, they will learn to forecast the actual cost of a finished bottle of wine, even when the release date is years away. Tan will also lead the "Financial Strategy and Planning" seminar, aimed at the owners and manage- ment teams of small, boutique win- eries. Attendees will learn which metrics and key performance indi- cators are critical, why gross profit is more important than sales, and how to forecast that all-important cash flow. For those on the production side, VESTA will present its two-day "Wine Sensory Workshop." Led by VESTA instructor Melba Allen, the workshop will focus on wine tasting methodology, wine sensory components, and wine faults and flaws. BREWING AND DISTILLING In addition to wine-focused ses- sions, both shows will feature seminars for craft brewers and distillers. A two-day workshop developed by Craft Beer & Brew- ing magazine will cover topics such as food-and-craft-beer pair- ing; craft beer branding; exploring additional revenue opportunities; understanding and training sensory skills; and equipment design. Pre- senters will include Virginia-based experts Chris Ray of Center of the Universe Brewing, Geoff Stone of Big River Advertising Agency, and Eric McKay of Hardwood Park Craft Brewery, along with Steve Parkes of the American Brewers Guild in Vermont. For distillers, Bill Owens, found- er and president of The American Distilling Institute, will conduct a "Distilling 101" workshop at both conferences, which will cover pot distillation for the production of brandy, eau de vie and infusion to produce fruit brandies, as well as column distilling for the production of vodka and gin. The class will also feature a visit to a local distillery. SHOPPING AND SOCIALIZING Hundreds of new and returning exhibitors will showcase products and services for the wine, beer and spirits industries at the confer- ence trade shows. They will also offer networking opportunities for attendees and vendors, with bever- age tastings and lunch featured on the trade show floor. In Virginia, socializing will con- tinue at Richmond's Downtown Ale House, during an after-party featur- ing beer, wine and appetizers. A similar event will take place in Mis- souri, at Quintessential Dining & Nightlife in historic St. Charles. F o r c o m p l e t e p r o g r a m a n d schedule information, visit www. craftbeveragesunlimited.com and www.midwestgrape.com. 1 1 3 C R A F T B E V E R A G E S U N L I M I T E D T R A D E S H O W + C O N F E R E N C E 2 0 1 5 C R A F T B E V E R A G E S C R A F T C R A F T C R A F T B E V E R A G E S B E V E R A G E S B E V E R A G E S U N L I M I T E D U N L I M I T E D T R A D E S H O W + C O N F E R E N C E U N L I M I T E D U N L I M I T E D U N L I M I T E D U N L I M I T E D U N L I M I T E D U N L I M I T E D T R A D E S H O W + C O N F E R E N C E C R A F T C R A F T C R A F T B E V E R A G E S B E V E R A G E S B E V E R A G E S C R A F T C R A F T C R A F T B E V E R A G E S B E V E R A G E S B E V E R A G E S 1 5 2 0 2 0 1 5 // PREVIEW SPIRITS BEER WINE