The tide of craft beer is sweeping across the globe, and in this tide more and more people are devoting themselves to the craft beer cause, accompanied by the mushrooming craft beer-themed bars and micro-sized breweries. In recent years, as a concept, craft beer is receiving closer and closer attention, seeing increasingly expanded market, and drawing more and more investors.



Provided above are the data of the U.S.-based craft beer-themed bars and micro-sized breweries in the past 20 years (provided by the U.S. BA), from which we can see a surge from 2010 on. It was also in that year that China began to experience the tide of craft beer. Although there are no specific data statistics, the growth momentum in China was no weaker than that in the U.S..

With industry, market and practitioners in place, there naturally come commercial drives and capital operations. China has witnessed the birth of numerous craft beer entrepreneurship programs such as craft beer-themed bars and micro-sized breweries, however, craft beer still represents an emerging industry in domestic, into which many entrepreneurs are driven by passions alone, while in fact they need mature commercial strategies and plans.

In the U.S., Crafting A Strategy is an agency that can provide accurate product orientations and commercial strategies as well as business solutions for numerous entrepreneurs, covering production equipment, distribution channels, and etc..





We have invited Sam Holloway, founder of Crafting A Strategy, to attend 2016 CBCE, and give us his masterly speech.

Sam Holloway, associate professor of strategy and entrepreneurship and doctor of business strategy at the University of Portland, has published articles on many world-class business magazines like Academy of Management Journal, Strategic Management Journal, Harvard Business Review, etc. Currently, Sam is mainly engaged in the business of craft beer, and was ever invited as a keynote speaker to 2015 US Home-brewing Conference and 2016 CBCE. He has also established CRAFTINGASTRATEGY.COM, the first online learning community committed to providing strategic advices to small-sized and breweries. Relying on his successful experience in operating this online community, he has become a permanent adviser to the governments, banks, breweries and investors of many countries, to NGOs and to many other institutions, all of which are seeking his advice as to how to revitalize local economy through developing the craft beer industry.

The theme of the keynote speech Sam Holloway is about to give at 2016 CBCE is “Growing Up As A Brewer: Strategies for Staying Small, Staying Beautiful”.



Most entrepreneurs in the craft beer industry think that development means making it big, but Prof. Holloway thinks differently. The craft beer industry, while providing new employment opportunities, also endows everyone the right to create a beautiful life, so it’s fair to say that it’s a force for social change. Prof. Holloway has travelled a lot all over the world, and has helped many communities develop their local economy through developing their craft beer industries. He is also very confident that he will be able to use what he knows to draw the blueprint for the economic take-off of Chinese communities.

Just like large-sized craft beer manufacturers, small-sized ones also need close attention and strategic advices, but this has always been a point neglected by business schools and mass media. Prof. Holloway has been engaged in talks with more than 5,000 small-sized craft beer manufacturers, and provided advices for them as to how to stay small, stay beautiful and stay profitable. At the same time, he also provides specific explanations as to why the industry should stay fragmented, as resisting industrial integration would be beneficial for breweries, communities, employees and the industry as a whole.

According to him, the goal is to tell more people about the basic development strategies and ideas of the industry, and to maintain the revival momentum of craft beer brewing. Relying on years of professional knowledge accumulation and trying to defend the idea of the development of small-sized and independent craft beer business, he will provide concrete strategies and implementation plans to Chinese craft beer manufacturers, help them maintain profitable growth and conduct compliance management, promote them to shoulder more social responsibilities, and inject new vitality into community development and the craft beer industry. 2016 CBCE, which is about to be held between May 26 and 27, will be a gathering of craft beer giants in the world, and an industry event integrating academic exchange, experience sharing and cultural communication for all the fans and practitioners. For more details about the agenda and guest information of CBCE, please visit our official website www.cbcechina.com or follow us on CBCE-China, and you can register to attend the conference at a preferential price, or even have an opportunity to engage in face-to-face talks with craft beer giants.