Sam Holloway wrote a blog on January 5, 2020 called "Creating Demand in 2020 and Beyond." In this blog he introduced the Blue Ocean Strategy concepts of "noncustomers", people who aren't currently buying your beer. Noncustomers are a huge potential market and can include wine & spirits drinkers, gluten intolerant drinkers, or even people who don't consume alcohol but who interact those that do. We think that solely continuing to fight over the same customers with the same beers will hurt industry growth and offered this forum for our members to share best practices, ask questions, and offer support to each other as we look to rebuild and reconnect post COVID-19.