In a significant shift for the craft beer industry, Bart Watson has been appointed the new president and CEO of the Brewers Association, a pivotal not-for-profit trade association advocating for small and independent American craft brewers. This change is set to take effect on January 6, 2025, following Bob Pease’s retirement, which he had announced the previous year. Watson’s deep-rooted connection with the organization since 2013 positions him uniquely to lead the Association in an evolving landscape.
Watson’s transition into this prominent role comes after an extensive search that considered both internal and external candidates for the presidency. With a rich background that ranges from his previous role as vice president of strategy and membership to chief economist, Watson developed a keen understanding of the complexities affecting craft breweries. His involvement in presenting key industry statistics and economic forecasts has equipped him with firsthand insight into the struggles and successes within this sector.
In light of recent challenges faced by the craft brewing industry, Watson emphasized the collective strength found in membership and unity. He underlined the importance of engaging with members directly to address their evolving challenges, stating, “The role of a trade association is to do things collectively that its members can’t do independently.” This member-centric approach sets the tone for his leadership priorities.
The craft brewing ecosystem is not static, and Watson recognizes the need for adaptation in response to emerging trends. Breweries are not only diversifying their offerings to include non-alcoholic options and seltzers but are also honing in on enhancing the overall customer experience. Watson pointed out that the Great American Beer Festival, hosted annually in Denver by the Brewers Association, has opened doors for breweries to interact with consumers through new product offerings. For the first time, this event has allowed the inclusion of seltzers and ciders, creating additional engagement opportunities for breweries to receive valuable consumer feedback.
This shift towards innovation represents a broader trend in the industry. Watson aims to be at the forefront of supporting this evolution, encouraging breweries to explore new avenues while maintaining the craft beer ethos that defines them.
In response to existing and emerging industry challenges, Watson envisions expanding the Brewers Association’s educational initiatives beyond traditional brewing techniques. He recognizes a pressing need for business acumen and financial literacy within the craft brewing community. By addressing these educational gaps, the Brewers Association can empower its members with tools and knowledge essential for sustainable growth.
Furthermore, the organization’s dedication to homebrewers through the American Homebrewers Association is an area Watson plans to enhance. His commitment to reaffirming the importance of homebrewers within the broader context of the craft industry illustrates his intent to unify and elevate the entire brewing community.
Leah Cheston, chair of the Brewers Association board, expressed confidence in Watson’s capabilities to lead the organization into its next chapter, highlighting his extensive industry knowledge and strategic vision. This backing signals strong support from the board as Watson embarks on a mission to formulate a cohesive plan that addresses both immediate and long-term priorities of the Association’s members.
Watson’s emphasis on being “highly member-centric” encapsulates his philosophy. He is determined to elevate voices within the craft brewing community to ensure that their needs are met through collaborative efforts.
As Bart Watson prepares to take the helm of the Brewers Association, the craft brewing landscape is at a crossroads. With ongoing industry adaptations, the focus is shifting toward innovation and education. Watson’s appointment promises a renewed focus on member engagement and support, setting a hopeful trajectory for small and independent craft brewers. His vision to serve as a connector within the beer community aims to foster an environment where both challenges and opportunities can be tackled collectively, ensuring a vibrant future for craft brewing in America.