At this year's Craft Brewers Conference, the GBH team held a panel
discussion on the topic of storytelling for breweries, how it evolves as it
grows, and how the story of craft and the story of a single brewery can
align and diverge.
Breweries have historically united to tell the story of "craft beer" as
they work together to build the category and create an educated consumer.
But in the past few years, the emphasis has shifted to the uniqueness of
the individual journey, and how one brewery differs from another as they
both collaborate and compete for the same customers.
So we put our thoughts into a short presentation and panel discussion with
GBH's storytellers and representatives from breweries as we discuss the
similarities and differences between these approaches, all the while trying
to determine what's at stake for the next generation of storytelling in
American beer.
Panelists:
Michael Kiser, GBH Founder + Creative Director
Erin Jones, Marketing Director, Burial Beer Co.
Josh Hambright, Central State Brewing, co-founder
Matthew Curtis, GBH storyteller, podcast host
Kyle Kastranec, GBH designer and storyteller
Special thanks to our friends at Bluejacket for generously hosting us.
Photo by Oliver Gray
