2026 Technical Conference

January 12-13, 2026

Raised Grain Brewing Co.
1725 Dolphin Dr, Waukesha, WI 53186

Advanced registration is now open; you may also register on-site.

Sessions and speakers will be announced shortly. Please check back shortly!

Attendee registration includes a light breakfast as well as lunch on Tuesday, along with all sessions:

• Student: $20*
• Guild member: $35
• Brewery-In-Planning and Homebrewer Member: $75
  
• Non-Guild Member: $85
  
  

*Must be active Student tier member -or- be able to provide current proof of student status*

MUST BE 21+ TO ATTEND.

Book your hotel at our special conference rate.

ATTENDEE REGISTRATION PAGE

Additional Programming 
(Open to everyone, including perspective and non-members. Separate pricing- not included in conference tickets)

10am: Certified Cicerone Tasting Exam (Holiday Inn)
1pm: "Tasting with Cicerone: Beer Sensory Workshop" (Holiday Inn)

This interactive course, led by Master Cicerone Jason Pratt, walks through foundational beer sensory exercises that are essential to those preparing for the Certified Cicerone tasting exam, as well as brewers, beer judges, and other beer industry professionals. In this class, participants will learn practical approaches to beer tasting and evaluation, become familiar with 6 common off flavors and their sources, and practice how to assess the differences between closely related beer styles. Attendees will also be given the opportunity to practice blind tasting panels for off flavors, style identification, and determining whether or not a beer shows signs of mishandling.

Additional Cicerone programming is through the Cicerone program itself and must be purchased separately from your technical conference ticket. 

Register here for Cicerone programming and use code WBG10OFFBASBRWKSP111 for an exclusive 10% discount.
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1pm: "Fix Your Distributor Strategy: A Hands-On Workshop for Craft Brands" (Raised Grain Brewing Co.)

Getting your distributor to prioritize your brand shouldn’t feel like chasing a moving target. In this hands-on workshop, we’ll go deep on how to become the kind of brand your distributor wants to sell—by making their job easier, not harder. You’ll learn what sales tools actually move the needle, how to train your reps without micromanaging, and how to track performance so you can manage the relationship like a true business partner.

We’ll cover the psychology of distributor behavior, break down real-world examples of effective sales materials, and give you templates to work on in-session. You’ll walk away with upgraded tools, sharper positioning, and a distributor strategy you can apply immediately to earn more attention, engagement, and support—without begging for placements or updates.

This 90-minute workshop is ideal for any craft beverage brand working through a wholesaler who wants to sell more, stay top of mind, and build stronger, longer-lasting relationships.

Participants will learn how to align their sales strategy with distributor priorities, create sales tools that drive engagement, and build a performance tracking system that strengthens wholesaler relationships over time.

Julie Rhodes is a 20-year veteran of the food and beverage industry, owning Not Your Hobby Marketing Solutions, a fractional consulting and educational services company, and a Co-Founder of Kick Fizz, a low-dose hemp-infused beverage brand. She specializes in beverage sales, digital marketing, distributor management, and business strategy, helping craft beverage brands work smarter, not harder. A sought-after speaker, business journalist, and instructor for multiple university programs, Julie was named the 2023 Brewers Association Mentor of the Year. She is also an active member of numerous trade associations and state-level guilds.

Register here for the workshop. Registration for workshop must be purchased separately from your technical conference ticket. 

Sponsors

Thank you to Raised Grain Brewing Co. for Hosting!

Additional Sponsorship Opportunities Exist!

If you are looking for additional ways to directly reach your customers, please consider sponsoring the 4th Annual Wisconsin Brewers Guild Technical Conference. With an estimated 200 attendees this year from breweries around the state, you will have direct access to decision makers.

From Headline Sponsor to sponsoring the Monday Night Happy Hour, there are many options that fit your budget and allow you to stand out. 

Please reach out to info@wibrewersguild.com for Sponsorship Opportunities.

Vendors

• Omega Yeast
• Boelter
• Hankscraft AJS
• Malteurop
• Briess
• Live Tap Lists
• Keg Logistics
• Brew City Solutions/Ace Chemicals
• Ogden Glazer + Schaefer
• Northwestern Extracts
• High Craft Creative Company
• Prairie Malt
• Beverage Federation
• GoTab
• Lallemand
• Cherrylands Best
• John I. Haas
• 4Imprint
• Proper Pack

Vendor Registration

Registration includes: one 8ft. table, entry for 2 booth staffers, meals, and sessions.

Affiliate Member Price: $280 (30% discount)

Non-Member Price: $400

Affiliate Member Benefits:​

• Gold members receive free vendor registration but must still register to indicate whether they want a booth
• Silver & Gold members have the right of first refusal for booth choice​
• Sign up now or upgrade your membership to Gold to receive these benefits
• Silver & Bronze members receive a 30% discount on exhibitor booths ($280)

Booths are first-come, first-served. Vendor map will be sent out prior to the event for booth choices.

All members must be in active (paid) and good standing with the guild at both time of registration and time of event to redeem the discounted price.

VENDOR REGISTRATION PAGE

Contact info@wibrewersguild to upgrade your membership before you register.

Questions? Email info@wibrewersguild.com