Mass Brewers conference

monday, november 3, 2025

The Mass Brewers Guild’s (MBG) Technical Brewing & Business Conference, presented by Allen Craft Beverage Insurance, will return to Jack’s Abby Craft Lagers in Framingham for a day-long series of workshops and lectures.

Held from 8 a.m. to 5 p.m., on Monday, Nov. 3, the focus of the day is to learn best practices from industry experts and create meaningful connections with peers within the craft beer industry.

Choose the track that best suits your skillset in the industry - Technical Brewing or Business.

A continental breakfast, lunch, and happy hour is included in the ticket price - Early bird pricing is $150 for members and $200 for non-members, until Oct. 20, after which, prices will increase to $175 for members and $225 for non-members. If you are unsure of your member status, please reach out to executive director Katie Stinchon at katie@massbrewersguild.org.

MBG Con is presented by Allen Craft Beverage insurance and also made possible thanks to supporting sponsors Aetna, Amherst Label, Beerfests.com, Barnes Beverage Group, Boelter, Bowditch, Can-One USA, Cove Risk, Edward Jones, Euphorics, Fat Basset Design, InTouch Labels, Jack's Beverage Company, Labeldesign.ai, Pink Boots Society Boston, RarhBSG, Richards Group, Small Batch Standard, Stone-Leigh Brew Cleaners, Stone Path Malt, Tripleseat, Walker-Clay, White Labs, Winbrook and Zumbiel Packaging. These businesses are associate members of the Mass Brewers Guild and help to make our educational programs possible and affordable for member breweries.

Allen Craft Beverage Insurance (formerly GHM Insurance) is one of the top insurers of craft breweries in the country insuring more than 250 accounts. Our knowledge of the brewing industry and network of local, regional and national carriers means we can build a comprehensive and competitively priced program for almost any risk.

Registration & Breakfast
8:00AM – 9:00AM
Keynote Address One:
9:00AM – 10:10AM

SCHEDULE:

Session One:
10:20AM – 11:20AM
Session Two:
11:30AM – 12:30PM
Lunch, Vendor Exhibition, and Hop Education
11:30AM – 12:30PM

Keynote Address Two:
2:00PM – 3:00PM
Session Four:
3:10PM – 4:10PM
Happy Hour, Vendor Exhibition,
and Hop Education
4:10PM – 5:00PM

Early Bird $150-$200

TICKETS

Member and non-member price

General Admission After Oct. 20 - $175-$225

keynote address - beer hall

Beverages 2.0, How Gen Z is Crafting a New Era of Consumption

Generation Z—the most socially conscious, tech-savvy, and experience-driven generation yet—is redefining the beverage industry. From sustainability and authenticity to digital-first engagement and purpose-driven branding, their values and behaviors are transforming what, how, and why we drink. In this thought-provoking keynote, Brian P. Connors, Professor and Director of Innovation & Strategy at Accelerating Leaders, award-winning educator, consultant, and former Senior Director of Global Food & Beverage Innovation and Founding Faculty Director of the Bacardi Center of Excellence at FIU, explores actionable insights for staying ahead of this seismic shift. Recognized as one of the “30 Most Influential Educators in Global Hospitality,” a TEDx speaker, and a Certified Sommelier, Brian shares compelling data, emerging trends, and real-world examples to help industry professionals craft products, experiences, and campaigns that resonate with Gen Z—turning their preferences into powerful opportunities for growth.

9:00AM - 10:10AM

session one

10:20AM - 11:20AM

Technical Track - Beer Hall

Out of Code: Extending Shelf Life Without Sacrificing Flavor

How do you make sure your beer tastes as fresh months after packaging as it did the day it left the tank? Patrick Chavanelle, Senior R&D Manager at Allagash Brewing Co., and Damase Olsson, Quality Specialist at the Hendler Family Brewing Co., will take a deep dive into the science of flavor stability, oxidation control, and packaging best practices.

Discover how smart process design and rigorous packaging QA can proactively extend shelf life—so your beer delivers the same exceptional experience on day 90 as it does on day 9.

Paths to Profit: 3 Ways Brewery Owners Unlocked Big-Time Profit in 2025

If you own or operate an established brewery, and want to increase profit this year, this session shows exactly how. Drawing from 15 years of financial insight across 285+ U.S. craft breweries, we’ll break down three common paths to increase profit by $100k/year or more using adapted examples from real-world scenarios:

Profit Path 1: Taproom Revenue Ratios
Profit Path 2: Disciplined Distribution
Profit Path 3: Event Expansion

We’ll work through the step-by-step process together for each scenario to find profit opportunities, build a +$100k/year profit strategy, and create an action plan the brewery team can execute without hiring, buying equipment, or spending more. No matter where your business is today, there's always a path to more profit. Our goal is to help you find it.

business Track - fest Hall

session two

11:30AM - 12:30PM

Technical brewing Track - Beer Hall

Haze For Dayz: Unlocking Haze Stability in NEIPAs

Ever wonder what really keeps haze in suspension—or what causes it to vanish? Join Laura Burns, Director of Research and Development at Omega Yeast, for an in-depth exploration of the science behind your NEIPA’s signature look and mouthfeel. This workshop will dive into the key factors at play, including biotransformation, protein-polyphenol interactions, yeast selection, and dry hopping techniques that can make or break your beer.

Following the technical session, hear real-world insights from NEIPA pioneers in a candid Q&A discussion featuring Megan Parisi, head brewer at Sam Adams Boston Brewery, and JC Tetreault, co-founder of Trillium Brewing Co., Together, they’ll share practical applications, lessons learned, and strategies for mastering the art—and science—of haze.

Knowing When to Call Last Call - Lessons in Selling, Merging or Closing a Brewery

Running a brewery is a passion—but it’s also a business. As the industry faces tightening margins, shifting consumer preferences, and market saturation, more brewery owners are confronting hard questions: Should we scale back? Merge? Sell? Or walk away before it’s too late?

In this candid and compassionate panel, former Worcester business owner Lynn Cheney shares her firsthand experience of navigating the emotional and financial realities of closing a beloved business. She’ll be joined by Nathaniel Davis, CEO at Barrel One Brewing Co., a prominent New England-based craft beverage company housing over 15 brands and Rory Z. Fazendeiro, Partner at Bowditch, a versatile corporate and real estate attorney with deep experience guiding clients through sales, mergers, and strategic transactions. Together, they’ll unpack how to assess your business’s viability, recognize red flags, and prepare for an exit on your own terms—whether that’s through a sale, merger, or orderly wind-down.

The conversation will be moderated by Sam Hendler, Co-Owner of Hendler Brewing Co., who will guide panelists through both the practical and personal sides of making these difficult but necessary decisions.

business Track - fest Hall

Keynote two

2:00PM - 3:00PM

State of the Industry: Where Craft Beer Stands and Where It’s Headed

Led by Dave Williams, President at the Bump Williams Consultancy and analytics czar, this talk will deliver a customized, data-driven look at both national and Massachusetts-specific trends. Topics include:

Total U.S. vs. MA beer performance
Craft beer trajectory and future risks
The rise of RTDs, spirits, and cannabis competition
NA beer trends and shifting consumer behavior
Survey insights, distributor changes, and opportunities for brewers

This presentation is designed to equip breweries, of any size or go-to-market model, with the intel they need to adapt to market changes and make smarter, more informed decisions..

beer Hall

session four

3:10pM - 4:10PM

Technical brewing Track - Beer Hall

Sensory Smarts - Engaging Teams and Customers in Quality on a Budget

Sensory analysis isn’t just about tasting beer—it’s about building a reliable system to ensure consistency, quality, and innovation. This session will show you how to create a sensory program that fits your brewery’s unique needs, no matter your scale or resources.

Elizabeth Cole, Sensory Scientist II at Boston Beer Co., will open with practical guidance on establishing and sustaining an effective sensory program with a small team and limited budget. Then, Patrick Chavanelle, Sr. R&D Manager at Allagash Brewing Co., will share candid insights—successes and failures alike—on incorporating consumer feedback to strengthen quality programs.

You’ll leave with clear steps for implementing sensory evaluation in-house and inventive strategies to turn taproom feedback into actionable insights for quality assurance and product development.

Maximize Your Event Space: What Event Planners Really Want

Your taproom can be more than a place to serve beer—it can be a sought-after venue for weddings, milestone celebrations, and corporate gatherings. But what really matters to event planners when they’re choosing a space?

MBG Vice President Sarah Lee, Director of People Operations at the Hendler Family Brewing Co., will moderate a panel of seasoned experts: Tom Hart, Venue Director at Wellinghall Farm; Brittany Hirst, Senior Events Manager at Night Shift Brewing Co.; and Jessica Sobeleski, Regional Sales Manager at Tripleseat. Together, they’ll share insider perspectives on the essentials for booking private events—from clear pricing and detailed layout maps to vendor partnerships, inclusive packages, and those all-important photogenic moments that make a space shine on social media.

Attendees will walk away with a practical checklist to strengthen their private event program, boost revenue, and safeguard their business with contract must-haves.