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Social + Location + Mobile = The Perfect Beer

Event Interactive 2012
Format Panel
Organizer John Vajda – Untappd
Speakers
  1. John Vajda – Untappd
  2. Terry Lozoff – Antler Agency
  3. Mike Schneider – Allen & Gerristen
  4. Hanna Laney – Great Divide
  5. Melani Gordon – TapHunter
Description Since the end of prohibition, the craft beer industry has been impacted by a limiting distribution system. This system has made it challenging for fans of craft beer to get their favorite brews depending on the region they live in.  Laws have remained unchanged, shipping via the mail is almost impossible (and illegal), but the demand for craft beer is growing exponentially. How can mobile applications, location based services and social networks disrupt this "old boy" system to improve it? How can data being generated by the check-in allow businesses to understand their customers better? How can the Foursquare-ification of our world change the way we get access to our favorite beers and explore and discovery new favorites? Craft beer sales in 2010 = 7.1 billion dollars a 12% growth over last year. This is 9% of the total beer drinking market in the US. Craft Brewers sold 10 billion barrels of beer last year. There are 1760 breweries operating in the US in 2010, The Brewers Association predicts there will be 2200 operating in the US by the end of 2012. There are over 30,000 venues in the US that sell craft beer. This panel will focus on: Tapping into the passion of the craft beer enthusiast The availability of craft beer (the thrill of the hunt) The importance of semantic data vs unstructured How data is used to enhance the experience for both consumers and vendors (bars, breweries) (pricing, availability, demand)
Questions
Answered
  1. What is this beer audience looking for from location based services and social media and how do we continue to expand the audience?
  2. What is the importance of mobile generated data in connecting with customers throughout the long tail of an industry?
  3. What do you think is the biggest challenge for breweries and locations right now competing in this space? 
  4. How can data collected from location based services and mobile apps enhance the beer exploration experience? 
  5. How do we overcome the hurdles of "the unnatural experience" of checking in? (We have to check into a location and a beer) i.e. “check-in fatigue”
Level Beginner
Supporting Material We plan to have an after party at a location in Austin (TBD) sponsored by Great Divide to showcase the craft beer movement. All audience members will be invited as well as preferred guests.
Category Emerging Technology / Mobile
Tags LBS, mobile, social media
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