This supplier- and distributor-hosted seminar features a survey of more than 100 distributors and craft brewery suppliers from across the country (red, blue, gold, and independent) on the best practices of building and executing your annual business plan (ABP). The battlefield is changing, and so too must strategy. As distributor consolidations continue throughout the U.S., books are getting larger while retail space is getting tighter. Being a strong business partner, a brewery that really understands partnership, is critical to a successful ABP and earning distributor focus.
In this seminar, we discuss the key components of an ABP: planning, process, preparation, and execution. Each component is backed by information collected from wholesalers across the country.
Learning Objectives
- Understand the business needs and challenges of your distributor partners
- Learn what distributors want to see in your ABP
- Hear best practices and common pitfalls in the process
- Learn to create actionable items and set clear expectations for the entire year for both your brewery and your wholesaler partner to grow
About the Speakers
Ashley Pond, Director of Business Development
Deschutes Brewery
Ashley Pond (she/her) joined Deschutes Brewery in 2016. She started her career in the beverage industry with New Belgium Brewing Company in 2005 as a Ranger and then expanded her experience with Firestone Walker Brewing Company as a Regional Manager. She is now Business Development Director for Deschutes Brewery supporting distribution changes, consolidations, and expansion, as well as managing the export division for both Deschutes Brewery and Boneyard Beer. Having worked with several different breweries over the last 18 years, she has had the unique opportunity to see a variety of sales and marketing tactics in an ever-changing environment both nationally and internationally.
Jennifer Grant, General Manager & Vice President
Markstein Sales Company
Jennifer Grant is the general manager and vice president at Markstein Sales Company, a fourth-generation, woman-owned and operated wholesale beverage distributor based in Antioch, California, founded in 1919 with just a horse, a wagon, and six cases of beer. Jennifer has been with the company for 19 years and was recently awarded the 2023 Freida G. Maisel Trailblazer Award at the National Beer Wholesalers Association's 86th Annual Convention & Trade Show. The award was created to recognize members of the beer distribution community who are driving positive change in their organizations and the industry.
Sarah Swafford, Sales & Distribution Analyst
Liquid Death Mountain Water
Sarah Swafford (she/her) is the sales and distribution analyst at Liquid Death Mountain Water. Previously, she was the sales and marketing director for 21st Amendment Brewery (21A) based in the Bay Area of California. She joined the 21A team in 2016, previously working for The Gambrinus Company and the combined sales platform of Brooklyn Brewery, 21st Amendment Brewery, and Funkwerks. Sarah works with the Bay Area Brewers Guild as an East Bay Chapter board member and was the recipient of a Pink Boots scholarship in 2017. Outside of work, she enjoys long distance backpacking in the Sierras and spending time with her dog, Stout.
Katie Wescott, Vice President of Trade Development
Southern Glazer's Wine Spirits and Beer of Nevada
Katie Wescott (she/her) has over 15 years of experience as a supplier and distributor in the soda and beverage alcohol business. Her experience ranges from Miller Brewing Company, Pepsi Bottling Group, MillerCoors, The Wine Group, and currently Southern Glazer's Wine, Spirits, and Beer (SGWSB) of Nevada. In April of 2018 Katie joined SGWSB as the general sales manager leading the Rainier Division (Ste. Michelle Wine Estate Dedicated Team) in Washington state. Through her tenure in the Exceptional Leader's program, Katie was promoted to Vice President of Trade Development for beer and nonalcohol for SGWSB for the state of Nevada.
Upon graduating from Washington State University, Katie moved to London for what was supposed to be six months, and 3.5 years later she returned home after managing multiple bar and restaurant concepts. Katie took the scenic route when moving home to Seattle and traveled four months through Africa, starting in Kenya and ending in Cape Town. Katie has lived between Seattle, San Francisco, and now Las Vegas over the last 15 years. When Katie isn't working, she loves to travel and works hard to book an overseas trip once a year. Katie is passionate about people and building a winning culture that people enjoy being a part of. Katie is also passionate about the CHEERS to Diversity program at SGWSB and helping to create future leadership opportunities for talented women within the industry that she loves.
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