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Flavour innovation: theory for brewers

Sam Holloway, President of Crafting A Strategy, will share research on beer style growth and beer portfolio proliferation over the past 15 years, focusing on the business advantages (and disadvantages) of offering too many products. It used to be that being different from industrial light lagers was enough, but the number of new craft entrants and the number of educated craft beer consumers in the current market suggest there is an "optimal distinctiveness" for a small craft brewery. Beyond this optimal level, Sam's research shows a brewery is likely to add costs without receiving additional benefits. Sam will discuss strategies for beer style innovation, but also other types of innovation that lead to greater sales at lower risk and lower cost.

19th February 2020

Wayward Brewing co

1 Gehrig Lane, Camperdown nsw 2050

Doors open 6:30pm

$10 for Iba members | $25 for non members 


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Mash Up Sydney: Flavour Innovation: Theory For Brewers


Sam Holloway: president and founder of crafting a strategy

After spending years traveling the globe and studying craft breweries, Sam wanted to develop a way to help more craft brewing entrepreneurs run successful craft beer businesses. With the right business strategy, craft breweries can uplift and transform local neighbourhoods. Crafting A Strategy is an online, digital curriculum that gives brewing entrepreneurs the tools, wisdom and knowledge to go out and improve the world, one community at a time, one craft beer business at a time. 

This Mash Up will be recorded and available for viewing on the IBA members portal post event. 

Schedule of Event

6:30pm Doors Open - Tab available (until it runs out)

7:00pm Catering provided (think low key)

7:15pm  IBA Update from incoming IBA Chairman Pete Philip

7:30pm Sam Holloway, Crafting A Strategy presents: Flavour Innovation: Theory For Brewers

8:00pm Q&A Session

9:00pm event ends