Cardella: We Have to Help the Middle Tier Manage Craft

Dear Client:Tenth and Blake's Tom Cardella took the stage at yesterday's Beer Marketer's INSIGHTS seminar to share how the organization is trying to grow the entire above-premium category through projects like Apollo. Recall that Tenth's Apollo program helps optimize craft beer distribution via individualized distributor goals, education, and Tenth-deployed Beer Distributor Merchants who help them with the process."We need to spend more time as an industry to help the tier manage [craft]. Apollo ... tries to utilize consumer learning to