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Programs

Beverage Business Institute hosts second certification class

December 13, 2012

The second year of the Beverage Business Management Certificate Program began with a 3-day intensive workshop on November 7, 8 and 9.

Participants will meet again in Feb., May, and Aug. 2013 to fulfill requirements for the unique Certificate in Beverage Business Management. Members of this year’s class include professionals from American Eagle Distributing, Beverage Distributors Company LLC, Coca-Cola, Colorado Craft Advisors, Johnson and Wales University, New Belgium Brewing Company, Odell Brewing Company, Red Bull North America, The Food Cycle, entrepreneurs, and others pursuing careers in the beverage industry. This year, the BBI hosts the first international participant from Vancouver, Canada.

Interactive courses

The workshops featured interactive courses on organizational culture, the three tier system, finance, legal issues of owning and operating a controlled beverage business, and on-site tours of New Belgium Brewing Company and Odell Brewing Company. Headlining the event was Kim Jordan, co-founder and chief executive officer of New Belgium Brewing. Other industry speakers included Mike Bonham of Coca Cola, John Bryant of No-Li Brewhouse, Julia Herz of the Brewers Association, Greg Hopkins of Tamarron Consulting, Anda Lincoln of The Lincoln Law Office LLC and co-founder of Funkwerks Inc., Kent McSparrran of ESK&H, Greg Owsley of The Storied Brand, Ken Smith of Boston Beer Company, and Victoria Wagner former COO and CFO of Kodak.

Co-founder and chief executive officer of New Belgium Brewing


Jordan kicked off the first session with her keynote on the culture of New Belgium Brewing. She began with the vision and values of New Belgium, “For us the vision is the bucket: the thing that holds all the things that guide us. Inside the vision-bucket is our purpose at New Belgium: to operate a profitable brewery to make our love and talent manifest.” She compared the purpose to the triple bottom line in sustainability: people, planets, profit. She talked about the “power of naivety” which allows people to approach opportunities and obstacles with a learner’s set of eyes. Jordan spoke on encouraging creativity and intellectual vitality of employees and how saying ‘yes’, “supports the notion that intellectual curiosity is a role a business can fully develop” and “leaders in an organization need to believe in and champion creative behaviors.” She encouraged the room to “cultivate weirdos” as a necessity for creativity, “If you want people to bring their whole selves to work and have crazy ideas, they may look a little crazy too, and that’s a good thing.” Finally, Jordan addressed the responsibility of culture, “Every single person in the building, and in the field, has to own culture or it will never work.”

Featured speakers

Greg Hopkins addressed the BBI participants on the history and future of the three-tier system of suppliers, distributors and retailers. He provided strategies for creating and sustaining successful partnerships between tiers. Hopkins, whose company is a founding donor of BBI, says he supports the program because “the industry desperately needs training like this.”

Julia Herz and John Bryant led a guided tasting of award winning Colorado beers and Jet-Star Imperial IPA from Bryant’s No-Li Brewhouse in Spokane, Washington. Participants learned how to identify, discuss, and market products through the senses.

Victoria Wagner provided a full-day workshop on finance. With interactive activities, participants learned about income sheets, profit and loss statements, and more. At the end of the workshop, one participant commented that what they learned from Wagner was equivalent of his entire finance minor.

Registration

Registration for Session Two of the Certificate in Beverage Business Management will open this month. Individuals may join the certificate program by registering for the upcoming sessions in February or May. Session Two begins Feb. 6. To learn more about the BBI or to register, visit www.csuBBI.com.