Craft beer is no longer the unknown, the underdog, the unusual. The challenge for new drinkers isn’t finding out that craft beer exists, it’s navigating the tens of thousands of choices in a rapidly evolving industry. One way to help guide new craft fans is through beer education. But what does that look like in this modern era? This panel of educators will discuss different approaches to attract not only fervent fans, but everyone who can appreciate a craft beverage without becoming a beer expert. Customers need the tools to navigate the ever-expanding and ever crowded shelf to understand what they like. Brewery staff need the tools to acquaint and excite the new generation of customers.
In this panel discussion, speakers share how beer education can be used as a tool for employee engagement while celebrating innovation, flavor, creativity, and fun. What shapes this future of beer education and how do we welcome others to share in our exploration and energy? Hear from this diverse panel of educators on how they have tackled this very question and learn techniques to do the same at your business.
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Learning Objectives
- Consider new ways to reach customers through product education and cultivate new beer fans by meeting customers where they are
- See examples of creative educational practices focused on engagement and excitement over rote memorization
- Refresh your idea of what beer education can be, internally and externally, and hear where education is headed
About the Speakers
Kaylyn Kirkpatrick, Director of Education
Brewers Association
Kaylyn Kirkpatrick (she/her) is the director of education for the Brewers Association (BA) and the author of eCornell's Craft Brewing course, a crash course in beer ingredients and commercial brewing for hobbyists and professional brewers alike. Kaylyn has spent nearly a decade educating adult learners on the technical aspects of beer production and quality. In addition to her work at the BA, she serves as an international competition beer judge and volunteers for the Master Brewers Association of the Americas (MBAA) National Technical Committee and the American Society of Brewing Chemists (ASBC) Webinar Subcommittee. She is currently overseeing the BA's Online Training Center, an interactive dashboard for brewery staff to onboard and upskill while on the job and is on a mission to empower individuals and businesses with the knowledge and skills they need to succeed.
Chris Shields, Director of Education
Rhinegeist
Chris Shields (he/him) is the director of education for Rhinegeist Brewery in Cincinnati, Ohio, where he performs staff, partner, and public trainings on beer and brewing. Before this role, Chris served as a brewer during Rhinegeist's rapid growth, developed its cider program, and has over 10 years of experience in the craft beer industry. Chris is an Advanced Cicerone, Certified Beer Judge Certification Program judge, Certified Cider Professional, and serves on the board for the Ohio Craft Brewers Association. He holds an MS in biological sciences and has studied at Siebel. Chris represents Rhinegeist in the Hop Quality Group and serves on the Brewers Association’s Supply Chain Subcommittee.
Max Finnance, Senior Manager, Education & Training
Artisanal Brewing Ventures
Max Finnance (he/him) is the senior manager of education and training for Artisanal Brewing Ventures, headquartered in Charlotte, North Carolina. Max is a Master Cicerone, Master Beer Judge Certification Program (BJCP) judge, and a Certified Pommelier. He is an active mentor in the Brewer Association's Mentorship Program and serves as the northeast representative on the BJCP's board of directors. Max is also an avid member of the beer judge community, judging Great American Beer Festival®, World Beer Cup®, and major competitions in Europe and South America. He found his passion for craft beer while bartending his way through a bachelor's degree in biology, but has been working on the supplier side for the past decade, with roles in sales, quality, and education and training. He lives in Connecticut with his wife and two dogs.
Em Sauter, Founder & Cartoonist
Pints and Panels
Em Sauter (she/her) is an award-winning cartoonist, international beer judge, Advanced Cicerone, journalist, public speaker, and founder of the website Pints and Panels, which focuses on visual beer education and was started in 2010. Her first book, Beer Is for Everyone! (of Drinking Age), was published by One Peace Books in October 2017, her second book Hooray for Craft Beer! An Illustrated Guide to Beer was published in 2022 by Brewers Publications, and her third book, How To Pair Beer with Everything, comes out in March of 2024. She is the co-host of the All About Beer podcast and has written about beer for many publications including Forbes, Craft Beer and Brewing, Good Beer Hunting, All About Beer, and The Alcohol Professor. She resides in Southern New England with her husband and two cats, Milbo and The Geen.
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