Expert Topic BrewExpo America 2022: Making an Action Plan to Efficiently Visit the Expo Floor

The BrewExpo America takes place next month in Minneapolis, part of the annual Craft Brewers Conference. Organized by the Brewers Association they call it the largest brewing conference and trade show in the United States and the “perfect opportunity to meet leaders in the national and international brewing arena.”

Nearly 650 vendors are scheduled to attend and set up shop at the Minneapolis Convention Center and the gathering is a chance for breweries of all sizes to gather and meet with companies selling everything from brewing tanks to stickers and find ways to grow their business.

The COVID-19 pandemic disrupted two previously scheduled conferences in San Antonio and San Diego, but an in-person event was held last September in Denver. As the world opens up and breweries are feeling optimistic about the future, the expo offers a chance to make real connections and commit to growth.

The expo can be overwhelming for first time breweries (even for long-standing veterans) so having a plan in place in advance is always a smart idea. Here are a few tips to make the most of your expo visit.

1. Think About Needs In Advance
Are you ready to commit to a canning line, or additional tank space? Have your customers been asking about additional merchandise options? What about raw ingredients as you scale up? Target a few areas that you plan to focus on in your business in the next year and find the vendors that will offer items in those areas. Block out time to go and visit as man as possible so that you can be the most informed and have the most options for when you’re ready to commit.

2. Take your time and take multiple trips
The expo takes place over three days and there is usually a big crush on the first day. If you’re looking to have real conversations, spread your time out on the floor over the conference days. Use the first day to gather literature or business cards and then after taking some time to read over a company’s offerings, go back on a subsequent day for a real, in-depth conversation.

3. Have unexpected Conversations
Every year new companies looking to be in or around the beer space present at the expo. If something catches your eye or attention, even if it’s not on your list, stop and have a conversation. Sometimes these unexpected meetings will bear fruit months later.

4. Have a list of Vendors You Know
If you already work with vendors, reach out in advance and see who will be at the conference and try to schedule a little face time during the expo. After two years of zoom and phone calls, a little bit of personal connection can help strengthen a business relationship.

5. Don’t Try to do it all.
Three days might seem like a lot of time, but it’ll go by fast. If you can’t schedule time with a company you’re interested in during the expo, collect business cards and schedule meetings for later in the month. Everyone will be a bit more focused outside of the glare of convention center lighting and free beer stations.

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