Australian Brew News reporter, Clare Burnett suggests: "The challenge of COVID-19 has accelerated the move to online retail, but navigating consumer demands, appropriate platforms and stockist relationships as brewers digitize can be a nightmare." In her article, she interviews publicans, professors, and hotel operators each struggling with the right moves as small and independent breweries digitize their business models. Holloway offers advice on fragmentation, online sales, and how to deal with a promiscuous customer base who may be more comfortable ordering on mobile than sitting in your taprooms.