Overview: A new nonprofit organization is working to help veterans and veteran-affiliated businesses enter the adult beverage industry. The Coalition to Represent American Flavor & Tradition, known as C.R.A.F.T., currently supports 120 organizations in the sector while hosting upcoming tasting events. The Tampa-based group assists these entities by helping them navigate the industry system.
The Full Story
Tampa-based C.R.A.F.T. assists veterans and veteran-allied businesses by helping them navigate the complex adult beverage industry system. Michael Waskewich, the organization’s president, noted that it is a very hard system to get into, requiring a specialized group of individuals to help those organizations grow and reach new customers.
Joe Faino, CEO of Tropicana Craft Distilling Group, has been making alcohol for more than a decade and utilizes C.R.A.F.T. for distributor connections and product sampling opportunities. He stated that the nonprofit has helped connect his business with new opportunities, including exposure to a distributor and the ability to show and sample products during an event.
Tom Dow, an Army veteran and brother-in-law to Faino, received industry guidance post-military service through the organization. He noted that the military does not teach individuals what they will do in the civilian world, but this support continues with recent hires.
Brand & Industry History
The Coalition to Represent American Flavor & Tradition started less than a year ago according to Michael Waskewich. Joe Faino has been making alcohol for more than a decade, though he is not a veteran himself. His father, grandfather, father-in-law and brother all served in the military.
What This Means
C.R.A.F.T. helps connect businesses with new opportunities, including exposure to a distributor and the ability to show and sample products during an event. The organization aims to close the loop for veterans entering the civilian world by bringing them into the adult beverage industry.
Consumer Takeaway
C.R.A.F.T. is hosting Frontline Tastings with veteran entrepreneurs on Sept. 24. The Military Influencer Conference starts Wednesday and runs through Saturday.
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