Sell More (Non) Alcohol

Session details:

It's one of the hottest categories in beverage but it's likely your adult non-alcoholic program is still a fraction of your beverage sales. And it's probably because you're approaching it the wrong way - optionality is everything. This interactive session will feature a first-of-its kind dual non-alcoholic beer and spirits training, real-world examples of how the right non-alcoholic program can drive incremental sales, and plenty of samples.

Join David Crooch, who successfully built Ritual Zero Proof and sold it to Diageo, and Andrew Katz, the marketing mastermind behind the monumental growth of Athletic Brewing as they debunk myths around the category:

• NA beverages are only for people who don’t drink alcohol. (Most consumers are looking to moderate their alcohol consumption, not eliminate it entirely.)
• Non-alcoholic offerings cannibalize my alcohol sales. (Spoiler: It actually raises check averages.)
• There's no demand—people just aren't asking for it. (They're not asking because you haven't offered it.)
  Customers don't care about brands in the NA space. (Brand recognition drives sales differently across beer vs. spirits.)
• If alcohol sales are down, NA sales should automatically go up. (The relationship is more complex than you think.)
• Carrying one NA spirit is enough, just like one beer (Beer and spirits require completely different menu strategies and options.)

Start viewing your NA program as a “plus/and” rather than an “either/or” and your customers will do the same.