The Business of Craft Beer Certificate - Sessions & Instructors | New England College
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The Business of Craft Beer Certificate – Sessions & Instructors

Chris McClellan

Advanced Cicerone® Chris McClellan was born and raised in Burlington, Vermont. He started his beer journey with his first job out of business school, working for his local brewery…a small shop called Magic Hat Brewing Company in Vermont. He has stayed thirsty in the decade since, advancing his career in the beer business through his consulting business and editorial website, The Brew Enthusiast, and his role at the Guinness Brewery, where he works as a Senior Ambassador here in the United States. Chris lives in Brooklyn with his wife and dog.

Foundation, Evolution and Trends of the Craft Brewing Industry

To set the scene for the coming weeks, this class includes an overview on the history of brewing in the United States, the localization of our brewing culture moving into the 21st century, and the overall evolution of the modern craft brewing business model. Additional topics touched upon for this first class include a brief review of the rapid change in consumer behavior and perception around beer over the past half century, beer style trends, and how that contributes to the success and failure of the modern brewery.

The Flow of Business Operations, Pulling it All Together

In this final class before the capstone presentations, we will summarize and review the material covered throughout the course by walking through a few real-world examples of successful startup breweries, their journey to opening, and some of the challenges they faced along the way. Additional topics covered in this course include setting and sticking to a vision statement, building the right team, and making sure that the value drivers of your brewery are consistently being analyzed and understood.

Jessica Kellogg, President & Partner at Rumbletree Strategic and Creative Marketing and Alex Kellogg, Chief Operating Officer & Partner Rumbletree Strategic and Creative Marketing

Jessica has a proven track record building brands and launching products for over 17 years. As President, Jessic, a has a hands-on and team-based approach to developing marketing strategies for start-ups, retail, tourism, restaurants, B2B, healthcare, clinical trial recruitment, education and non-profit organizations. Developing strategic and measurable solutions and branded experiences is her passion, along with leading her team to deliver on a client service model of excellence.

Prior to joining Rumbletree in 2009, Jessica was an Account Director for a Boston based media strategy and buying firm. She focused her time on account management and media strategy for a variety of clients such as Boston.com, Utah Office of Tourism, Berklee College of Music, New England Aquarium, Sylvan Learning, and Wendy’s.

At Rumbletree, Jessica oversees the strategy on all accounts. She keeps a keen eye on the details, checks that dots are being connected, and never stops thinking about the next idea. She has been heavily involved with accounts such as Dead River Company, Manchester-Boston Regional Airport, Drive Custom Fit, SingleDigits, New Hampshire Tourism and several start-ups.

When Jessica isn’t planning for work you can find her off on many travel adventures with family and friends.

Alex joined the Rumbletree team in 2015 as Managing Partner, Business Development and has since moved into the role of Chief Operations Officer and Partner. He focuses on developing lasting customer relationships. Alex’s chief responsibility at Rumbletree is driving revenue and operations to help the business grow. Rumbletree has been in business for 27 years and helping to guide Rumbletree for the next 25 years is his passion.

Prior to Rumbletree, Alex was a Business Development Executive and garnered over 10 years of experience selling IT and Staffing Services in Northern New England. He was responsible for generating over 2 million in revenue each year for TEKsystems the largest IT Staffing and Services firm in North America.

Alex is an avid skier, surfer and golfer. He is a very happy father of Lucy (7) and Wes (5). Alex and Jessica K spend their free time spinning, running, running Rumbletree and running after their children.

Branding, Creating an Identity

In this session we will be covering not only the importance of creating a brand and identity but why that matters.  There are many things to consider when creating a brand and we will walk through our process and help the students understand how important the “brand” is.  We will highlight a couple of case studies of brand projects that we have done, and the students will have the ability to see the process in action. 

Social Media, Creating a Marketing Strategy

Now that you have your brand and created your identity, what do you do with it? We will look at marketing objectives, budgeting, timing, target audiences and much more as we will show the students what it takes to build a small business marketing plan. Social Media is a rapidly growing medium that is key to any brand and/or business in the craft beer space.  We will talk about what is out there and what can be done through social media to create awareness of a business.

Kary Shumway, Founder, Beer Business Finance, and Craft Brewery Finance

Kary Shumway is the founder of Beer Business Finance and Craft Brewery Finance, online resources for beer industry professionals. Shumway has worked in the beer industry for more than 20 years as a Certified Public Accountant, chief financial officer for a beer distributor, and currently as CFO for Wormtown Brewery in Worcester, MA. Craft Brewery Finance publishes a weekly beer industry finance newsletter, offers guide books on topics such as cash flow planning and basic budgeting, and an online course to improve taproom profits.

Finance Crash Course

During this session we will cover elementary financial statements, how to create a simple profit plan with basic budgeting, how to create a financial scoreboard to monitor brewery performance and measure the most important brewery metrics. We will discuss brewery cash flow and how to get cash when your brewery needs it. We will also touch on forecasting.

Sales and Self Distribution

This session will cover beer distribution basics: sales, warehousing, delivery, merchandising, and more. (All the stuff you don’t know about how the beer gets on the shelf!) We’ll discuss wholesaler contracts, how to select the right beer wholesaler partner, and the pros, cons and pitfalls of working with a 3rd party wholesaler. Then we’ll look at self-distribution: step-by-step to create a financial self-distribution plan for your brewery. We’ll use plug-and-play templates and models to project sales, gross profit and operating expenses, and future delivery routes. This includes start-up capital requirements, financing and loan cash flow calculators, delivery account building basics, how to calculate and grow the value of your distribution rights, state rules on self-distribution, best practices, succession planning, and more…

Jonathan J. Edwards, GFS®, ChFC®, AIF®, CFBA. Principal, Granite Financial Partners and Matthew Cahill, CFA®, JD, Senior Advisor and Chief Compliance Officer, Granite Financial Partners

In private financial management since 1988, Jay’s goal as trusted advisor incorporates his technical knowledge with a keen sense for preserving wealth. Because he takes the time to know and understand his clients, he is able to periodically refine strategies to account for his clients’ natural life changes.

Jay has earned the Global Financial Steward® (GFS®) designation, a mark of distinction that demonstrates his effectiveness as a steward in a critical decision-making role and his strong commitment to fiduciary integrity and excellence. He also participates in the Global Leadership Council and the Leadership Center for Investment Stewards, which focus on inspiring responsible investment stewardship by developing standards of conduct, engaging in topical research, and delivering training programs grounded in moral, ethical, and prudent decision-making. He has earned FFI’s Certificate in Family Business Advising (CFBA), a distinction that represents significant professional knowledge in family business issues.

Jay’s other professional designations include Chartered Life Underwriter® (CLU®), which demonstrates in-depth knowledge of the insurance needs of individuals, business owners, and professional clients; Chartered Financial Consultant® (ChFC®), certifying adherence to the ethical considerations crucial to total wealth planning; and Accredited Investment Fiduciary® (AIF®).

Jay lives in Bedford, New Hampshire, with his wife Jennifer, sons Zachary and Austin, and daughter Jadyn. An outdoor enthusiast, he enjoys fly-fishing, hiking, skiing, coaching soccer, and spending time with his family and dogs.

Matthew Cahill provides financial advisory services to individuals, families, businesses, and organizations. In his role as Senior Advisor, Matt helps plan sponsors assess their plan needs and analyze the benefits of their retirement plan offering, including the plan’s fees and investment options so they can make an informed decision as to which plan is right for their employees. Once the plan is in place, he works closely with the plan sponsor’s retirement committee with fiduciary responsibilities and governance as well as focuses on employee education, conducting enrollment meetings and helping participants understand their retirement planning options through one-on-one consultations. Matt also provides ongoing investment due diligence and management of the firm’s investment strategies for individuals and families. In addition to his advisory responsibilities, Matt serves as Chief Compliance Officer, overseeing the firm’s compliance program.

Matt holds his Juris Doctor from Suffolk University Law School and a Bachelor of Arts in Politics from Saint Anselm College. He is also a Chartered Financial Analyst® charterholder, a credential that demonstrates rigorous knowledge of investments and a commitment to the highest ethical standards of conduct.

Matt resides in Windham, NH, with his wife Stephanie and young son, Benjamin. Outside of the office, he enjoys playing golf, shooting hoops and spending time with his family. Matt serves on the board of the Friends of Lowell Community Charter Public School.

Strategic Planning

Your level of success depends on your ability to execute, which takes the right strategy, planning, personnel and strategic partners. Our objective of this session is to provide you with the tools to create an action plan that will help you implement your mission and vision. We have found that companies that are either in the start-up phase or the growth phase of business tend to struggle due to the lack of a solid business plan. This course will take you through the steps of developing and implementing a plan that fits your vision and mission. We will use case studies and real-life examples of how we have worked with other breweries to become successful businesses.

Additional session information will be forthcoming.