Consumer Research for Craft Brewers | UC Davis Extension

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New Consumer Research for Craft Brewers

Understanding your customers and target market is essential for developing a successful craft brew or cider business. Many of the market and package research principals used by big companies can now be adapted for smaller companies, to learn more about their category and customers. Learn to obtain quality data and insights on which to base your business decisions and improve the odds of success with new products. Acquire the skills for conducting market research, whether in-house, outsourced on a limited budget or both, and how to turn those results into fact-based selling presentations.

Application of these techniques will allow you to assess your position against the competition, and identify which flavors and attributes really click with your target audience. You will also explore how to develop and test new labels, names, packages or containers that will communicate your brand’s personality and appeal to your customers.

This course is recommended for owners, marketing or sales managers and any brew-master who wants to better understand his or her consumers and the marketplace. The techniques learned are applicable to both beer and cider.


Christian Miller, MBA, has worked in market research, brand and category management for more than two decades. He is the proprietor of Full Glass Research, which provides economic and market analysis and research for food and beverage producers and marketers. His recent projects have included trade surveys, label tests, analyses of direct customers, new product marketing plans and a study of the interaction of wine and beer consumers. Clients range from small wineries and cheese producers to large multi-brand or packaging companies. Miller also co-directs UC Davis Extension's annual OIV Wine Marketing Program.
Janet Williams a founding member of Dragonfly SCI, has more than 25 years of experience directing strategic research projects at Tragon Corporation and Miller Brewing. 
Rebecca Bleibaum, M.A., is president of Dragonfly SCI, a sensory and consumer insights research company, specializing in product testing and professional education. She has more than 25 years of experience in applied research from Tragon Corporation, one of the leading consulting companies in sensory science in the U.S., as their chief sensory officer. Bleibaum is co-developer and instructor of UC Davis Extension’s popular and long-running Applied Sensory and Consumer Science Certificate Program. In 2016, she was awarded the prestigious UC Davis Extension Outstanding Service Award for her contributions and dedication to continuing education.


Wed., 9:00am to 4:00pm, Sep 05


Davis:Sudwerk Brewing Co. 2001 2nd street suite 5, Davis CA 95618

Section Notes

Please park in the large lot surrounding Sudwerk Brewing Company. The classroom is located on the East side of the building in Suite 5. Please use the sidewalk along Second Street to access the classroom. The door to the classroom faces Second Street. Plan to arrive by 8:45 a.m. to check-in and pick-up course materials. Coffee will be available when you arrive.

You must be 21 years of age or older to enroll and attend.




Special Discounts

CAAA Member Discount:

Current members of the Cal Aggie Alumni Association and other UC alumni associations receive $50 off the course fee.  If you don't have your association discount code contact UC Davis Extension Student Services at (800) 752-0881.

Capitol Corridor Rider:

Capitol Corridor riders are eligible for a one-time $100 discount on a UC Davis Extension course (some exceptions apply). The Discount Code is available on the UC Davis Extension course page on the Capitol Corridor’s onboard Wifi system.

CCBA Member Discount: CCBA members are eligible for a one-time $50 discount on the tuition of this course. Enroll online with the code provided by the CCBA.

Enrollment Policies

Drop requests (withdraw with a refund) will be approved, less a $30 processing fee, if the request is received seven calendar days before the course begins. Click here or visit to view complete enrollment policy information including details on withdrawals and transfers.

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