Pink Boots Virtual Conference - Wasp Beer: A case study in leveraging the science, art and story of yeast to valorize products, engage audiences, and drive sales

Various market reports agree that fermented beverage customers demand innovative, quality products, and more engaging experiences than ever before. Surprisingly, one way of addressing all three challenges can be found hiding in yeasts. 

Join award-winning scientist, 5xTED/TEDx speaker, and “microbe wrangler” Anne A. Madden, Ph.D. as she takes audiences on an engaging and educational journey into the ancient relationship between wasps and yeasts that led to her team’s discovery of the first lactic acid yeasts for brewing; yeasts that create tart, flavorful ferments, without bacteria. 

Having traveled from a wasp nest to famed art galleries featuring immersive augmented reality exhibits and the TED stage—and global beer, cider, and sake breweries along the way—Dr. Madden reveals industry-tested marketing strategies for leveraging the unique science, art and story of yeast to engage new audiences, valorize products, and drive sales. Building off of her two decades of experience in creating high-impact science communication strategies blended with her hallmark whimsy, she’ll share tips and free resources enabling you to craft your own creative yeast-based taproom and social media experiences, help you engage the power of awe, and ensure that no matter what, you’ll never think of yeast (or wasps) the same again.

Key Takeaways:

1. Access free marketing resources to educate your audiences about the flavor-filled story of yeast.

2. Learn about the discovery and brewing benefits of lactic acid yeasts (and their surprising connection to wasps and bumblebees!) by learning about Pinnacle Crisp Sour yeast, developed by AB Biotek/Pinnacle and Lachancea LLC.

3. Explore marketing strategies that leverage science communication and art related to yeast to engage diverse audiences, build brands, and support sales.