Talk title: How NOT to Sell Beer
After more than 12 years selling beer across London and the UK, Peter Kennelly has learnt plenty about how to sell beer, largely by discovering all the ways not to do it. Because making great beer and selling great beer are two completely different skills. From chasing the wrong customers and asking the wrong questions, to mistaking activity for progress and failing to understand what the person on the other side of the bar actually needs, Peter will explore some of the most common mistakes made by breweries and beer salespeople. Sending samples isn’t a sales strategy. Neither is visiting 20 pubs and calling it a productive day. Drawing on his experience at Pillars Brewery and across the wider beer industry, Peter will look at what doesn’t work, what he’s gotten wrong himself, and what breweries can do differently to build a more focused and effective approach to sales.

Location: Main Stage
Time: TBC

“Peter has been working in craft beer in the UK for more than 15 years. Moving over from his native land of Dublin in 2012. Aimed to be a sports journalist however hilst needing to pay rent found a job in a local pub championing cask beer, of which he never had back home. Then after working as a general manager for BrewDog for almost 3 years and garnering a multitude of beer and draught dispense knowledge, he became a Certified Cicerone. Moving from one side of the bar to the other Peter began his career in sales with online distributor EebriaTrade, then East and North London account manager for Siren Craft Brew and now is the Head of Sales for lager specialists Pillars Brewery. Obsessed with good pubs and restaurants, Peter aims to champion independent British lager with Pillars, one venue at a time.”