Beer’s once-skyrocketing trajectory has cooled in recent years, yielding market share to segments like spirits and hard seltzers. But breweries that proactively diversify not just their products, but their approach to craft can find fresh inspiration in other segments, including one small (but mighty) alternative: cider.

Though only a fraction of the size, American cider’s history, reputation, and current level of innovation rival American craft beer, and their ability to harness the power of storytelling manages to attract (and keep) new drinkers every day at the same time that beer is shedding them. In this presentation, author and journalist Beth Demmon will compare the two segments in both past and present, finding similarities (and differences) between the two, which will provide insight into how craft beer can look to cider for inspiration. Likewise, we’ll also explore the ways craft cider has used beer touchpoints to continue to grow, leading up to a look at the future for both industries.

Beth Demmon is an award-winning, San Diego-based freelance writer whose work has appeared in publications like The Washington Post, Food & Wine, Civil Eats, Saveur Magazine, PUNCH, and many more. She is currently the beverage columnist at San Diego Magazine and regular podcast host for Good Beer Hunting.

Her Substack newsletter Prohibitchin’ aims to amplify the voices of people working in and around craft beer, spirits, wine, and other beverage alcohol segments who may not get the recognition they deserve. Beth is also a Certified beer judge through BJCP, Certified Cider Professional through the American Cider Association, and member of the North American Guild of Beer Writers. The Beer Lover’s Guide To Cider: American Ciders for Craft Beer Fans to Explore is her first book. Learn more at bethdemmon.com.