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NBWA Beer First Announces Category Growth Summit With Suppliers
NBWA’s Beer First initiative will host a Q3 gathering of beer industry marketers and distributors to discuss strategies for growing the traditional beer category.
Beer First Committee Chair Mike Frank and NBWA Board Secretary Shannon McQuade-Ely sent a letter to numerous beer suppliers asking them to send their CMO or senior marketing official to a brainstorming session focused on the consumer appeal of traditional beer. Frank reported that four suppliers have already committed to sending representatives to the meeting and the group is expecting further responses.
Guided by a leadership team of distributors, representing a cross-section of the country, chain and independent markets and major supplier networks, NBWA’s Beer First initiative provides distributors with tools to communicate the value of beer to their accounts and continually boost the beer category.
The Beer First Committee met in late May to discuss new tools for the program as well as an overarching strategy for supplier and distributor collaboration to elevate the beer category. “We must find a way to work together to keep traditional beer relevant while embracing beverage expansion,” wrote Frank and McQuade-Ely in the letter to suppliers.