Millenials offer a great opportunity for craft beverage producers. They are adventurous, wanting to try new experiences, including bold ones outside their usual comfort zone. However, appealing to this market segment takes a special strategy. These customers want to hear a story, something compelling and interesting, about what they are drinking. They want to hear tales of the people who are behind the brand. Your marketing strategy needs to share your personal history of bringing the beverage to the local bar or restaurant. Use social media to mark your journey and bring the artisanal brand to life. If you self-distribute, be sure to share some stories with the bartenders so they have an opportunity to start a conversation and a relationship with their customer. My favorite stories are those behind the brand name and the label artwork. What’s your story?