Michigan Craft Beverage Summit Speakers & Sessions
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Sessions
8:30 a.m. - 9:30 a.m. | Registration and Networking Breakfast
9:30 a.m. - 10:00 a.m. | Welcome
- Speakers: Dr. Timothy Boring, Michigan Department of Agriculture and Rural Development; Jenelle Jagmin, Michigan Craft Beverage Council; Mark Rieth, Lansing Brewing Company
10:00 a.m. - 10:15 a.m. | Retail Industry Update
- Speaker: Sean Black, Director of Alcohol Merchandising, Meijer
10:15 a.m. - 10:50 a.m. | State of the Industry Panel #1 – Navigating consumer trends in a complicated craft beverage landscape
- Speakers: Richard Anderson, Iron Fish Distillery; Taylor Simpson, Aurora Cellars and Good Harbor Vineyards; Jason Spaulding, Brewery Vivant and Broad Leaf Brewery and Spirits; moderated by Paula Englin, Michigan Cider Association
10:50 a.m. - 11:00 a.m. | Break
11:00 a.m. - 11:45 a.m. | Official Launch of Michigan Craft Beverage Brand
- Speakers: Brooke Gieber and Sara Krebaum, Güd Marketing
11:45 a.m. - 12:15 p.m | Lunch
12:15 p.m. - 12:55 p.m. | MLCC Roadshow
- Speakers: Kerry Krone, David Marvin, and Sara Weber, Michigan Liquor Control Commission
12:55 p.m. - 1:45 p.m. | Craft Beverage Agricultural Research Update
- Speakers: Dr. James DeDecker, Dr. Timothy Miles, and Dr. Rob Sirrine, Michigan State University
1:45 p.m. - 2:00 p.m. | Break
2:00 p.m. - 2:30 p.m. | State of the Industry Panel #2 – Collective (and collaborative) impact of the craft beverage industry
- Speakers: Jon O'Connor, Long Road Distillers; Scott Newman-Bale, Short's Brewing Co.; Ginny Sherrow, Fenton Winery and Brewery and Dream Machine Distillery; moderated by Scott Graham, Michigan Brewers Guild
2:30 p.m. - 2:45 p.m. | Closing Statements
2:45 p.m. | Adjourn
4:00 p.m. | Legislative Event
Speakers
Dr. Timothy Boring
Dr. Tim Boring was appointed by Governor Whitmer on March 27, 2023 as the Director of the Michigan Department of Agriculture and Rural Development.
He previously served as the State Executive Director of the USDA Farm Service Agency. Boring's family operates a six generation farm in Stockbridge, Mich. Prior to his appointment at the USDA, he was the president and founder of Michigan Agriculture Advancement. He also previously served as the Vice President of the Michigan Agri-Business Association and worked as research director of the Michigan Soybean Promotion Committee. He earned a Bachelor of Science in Agriscience, Master of Science in Crop and Soil Sciences, and Ph.D. in Crop and Soil Sciences from Michigan State University.
Dr. James DeDecker
Dr. James DeDecker is Director of the Michigan State University (MSU) Upper Peninsula Research and Extension Center (UPREC) and a Specialist in Community Food Systems with MSU Extension. He has co-led MSU’s research on grains for brewing and distilling since 2019 with a focus on spring barley and oat varieties, grain quality and hardiness in winter barley. The UPREC Grain Quality Lab offers ASBC accredited fee-for-service testing of raw grain quality for applications in brewing and distilling.
Paula Englin
Paula Englin is the Executive Director of the Michigan Cider Association (MCA) and Competition Director of the Great Lakes International Cider and Perry Competition (GLINTCAP), the world’s largest cider competition. A passionate advocate for Michigan cider, she is a natural connector and storyteller. She is dedicated to fostering community, expanding educational opportunities for cidermakers at all levels, and sharing the rich stories of the growers and makers behind Michigan’s most "Pure Michigan" beverages.
With a proven track record in collaboration and project leadership, Paula has played a key role in developing new industry events and securing grants that strengthen the cider community and inspire a deeper appreciation for Michigan cider. Whether she’s rallying industry professionals, encouraging aspiring cidermakers, or simply sharing a cider recommendation (or nineteen), her enthusiasm for the Great Cider State is contagious.
Paula lives in Grand Rapids with her wonderful husband, Joe, and their dog, Coco. She enjoys discussing the Enneagram, color theory, and thrifting finds—especially over a pint of cider.
Brooke Gieber
Brooke brings a distinctive combination of behavioral science and creative innovation to product marketing and consumer engagement. With a master's in transpersonal psychology from Sofia University and expertise in applied behavior analysis from Western Michigan University, she transforms complex behavioral data into compelling brand strategies that drive meaningful change. Her evidence-based approach to understanding consumer behavior has proved instrumental in developing authentic brand experiences and successful marketing campaigns, bridging the gap between behavioral science and market innovation.
Scott Graham
Scott Graham is a Northern Michigan native and has been involved with brewing and beer in Michigan for more than 30 years. He has a background in brewing, beer sales, and marketing including a diploma in Brewing Technology. He served as an apprentice at the Frankenmuth Brewery, was the founding Brewmaster for Big Buck Brewery, and has managed sales for breweries, both large and small. Since 2007, Scott has served as the Executive Director of the Michigan Brewers Guild – the non-profit trade association advocating for the Michigan beer industry. In addition to his role in Michigan’s brewing community, Scott is a dedicated father to his daughter, Lily, and he enjoys spending time in and near Lake Michigan, skiing the area slopes, and enjoying the Michigan outdoors.
Jenelle Jagmin
Jenelle Jagmin is director of the Michigan Craft Beverage Council, a program within the Michigan Department of Agriculture and Rural Development (MDARD). She works to advance a well-connected craft beverage industry at the intersect of agriculture, tourism, manufacturing, and community and economic development. Prior to this role, Jenelle served as an economic development specialist at MDARD and the marketing specialist for the Michigan Grape and Wine Industry Council.
Jenelle received her BA in cultural anthropology from Michigan State University and lives in Lansing. She is a graduate of the Great Lakes Leadership Academy’s Emerging Leader Program and is a Certified Culinary Destination Marketer. Jenelle is inspired by seasonal food and beverage, creative writing time, and being in the woods with her family.
Sara Krebaum
Sara brings over twenty years of expertise in developing high-impact creative across multiple disciplines. Her career spans branding, product and social marketing, communication, and behavioral change initiatives where she consistently delivers fresh and innovative solutions to ensure the success of both small-scale projects and large-scale campaigns. Sara’s strategic vision and comprehensive approach transforms complex objectives into breakthrough creative narratives that resonate with audiences and drive meaningful results.
Kerry Krone
Kerry joined the Commission in 2012 as the Business Manager. She is responsible for managing the daily business affairs of the commission overseeing the four divisions: Executive Services, Enforcement, Finance, and Licensing.
Prior to joining the Commission, she worked in the Michigan Legislature for over 18 years working in both the House and Senate. During Kerry’s time with the legislature she worked with almost every committee to include: Appropriations, Regulatory Reform, and Tax Policy.
Kerry holds a degree in Management from Northwood University.
David Marvin
David Marvin serves as Director of the Executive Services Division of the Michigan Liquor Control Commission (MLCC), managing the staff that schedule and conduct violation and appeal hearings. He also works closely with the Commission, Governor’s office, legislative offices, and industry stakeholders in crafting legislation and administrative rules related to the MLCC. Prior to joining the MLCC team in 2014, Marvin worked for two decades in the Michigan Legislature serving in a variety of positions for several state representatives and senators.
Dr. Timothy Miles
Timothy D. Miles is a plant pathologist at Michigan State University and is an associate professor in the Department of Plant, Soil and Microbial Sciences at MSU. His extension and research interests include mycology, genomics, population genetics, pathogen detection, molecular diagnostics and host resistance that can be applied to solving disease management issues in grapes, hops and other specialty crops.
Scott Newman-Bale
After moving from England in 1999 with a background in video game design for EA Sports Scott eventually settled in the Detroit area where he operated in Real Estate, Title and Mortgages. Scott has continued on to become CEO at Short’s Brewing Company, President of the Traverse City Area Public School District and formerly has been a long term Executive Committee member at the Michigan Economic Development Corporation (MEDC) as well as past President of the Michigan Brewers Guild. He continues to practice real estate and is active in government affairs for the brewing industry, education and efficient government.
Scott graduated with high honors with a Management degree from Michigan State University. He also holds an MBA and Masters in Finance from Walsh College. He resides in Traverse City with his wife and three daughters.
Jon O'Connor
Jon O'Connor is co-founder and co-owner of Long Road Distillers, the first distillery in the history of Grand Rapids. Long Road was founded upon the belief that world class spirits could be crafted by taking advantage of the abundant agricultural resources and diversity found in West Michigan. Jon and his business partner Kyle have a firm commitment to doing things the right way, hence the name Long Road, there are no shortcuts. Their commitment to quality in sourcing ingredients, utilizing world class equipment, practicing time honored processes and ultimately being honest with their customers has earned them accolades from across the country for the quality of their spirits.
In addition to running his own distillery, Jon serves as the President of the Michigan Craft Distillers Association (MCDA) where he represents nearly forty other Michigan Small Distillers. MCDA serves as a resource for the promotion of the distilling industry in Michigan as well as leading advocacy efforts for legislative change related to regulatory matters impacting the distilling and craft beverage industry.
Jon received an undergraduate degree in Public Administration from Grand Valley State University. Jon is married to his amazing wife Monica, together they have a beautiful five year old daughter Eleanor and a rescue dog named Rosie.
Mark Rieth
Mark Rieth is a proven leader, both as a corporate employee and as an entrepreneur. His business track record is one of hard work, determination and innovative ideas backed by the leadership skills needed to compete and succeed in today’s ever changing business environment.
Mark is best known for his role with Atwater Brewery, the company he first invested in and later purchased in its entirety. During his two decades at the helm, Mark leveraged his automotive background to help Atwater grow into the fourth largest (of more than 350) craft breweries in Michigan, producing and distributing dozens of beers, plus award-winning hard seltzers, spirits and four unique taphouse destinations. In addition to managing all aspects of the operation and brand and product development, Mark was especially proud of Atwater’s deep commitment to, and support of, countless Detroit area non-profits, educational institutions and civic groups as well as serving as a catalyst for redevelopment efforts in the city’s historic Rivertown district.
Mark successfully sold his business to Molson Coors and then remained as its president for 18 months to ensure a smooth transition. He continues to lead his several other Detroit interests and remains committed to his selected community organizations. More recently Mark started Detroit Liquid Ventures, LLC which owns FUL Beverage an NA beverage company focusing on all natural functional/Energy drinks and NA craft beers. FUL's mission is to assist in achieving Alchemy one beverage at a time. DLV also produces Detroit made craft beers including the Arsenal of Democracy Detroit Style Lager which supports local veterans. Mark purchased Lansing Brewing Company and Hard Nose Spirits in April of 2024 and plans to bring the award-winning beverages to more thirsty customers across MI and beyond. The latest venture was the acquisition of the iconic 90-year-old Detroit brand Velvet Peanut Butter in January of 2025 with plans to bring it back to every grocery store, restaurant, and pantry in Michigan and beyond. Stay Smooth!
Mark is a proud graduate of Michigan State University school of business and is on the Board of the Broad School of Business and is actively involved with the Burgess Institute of Entrepreneurship and Innovation.
Ginny Sherrow
Ginny Sherrow has a degree in financial management from Clemson University and was a Certified Financial Planner. After nearly 20 years in financial services, she transitioned full-time into the craft beverage industry. In partnership with her husband, Matt Sherrow, Ginny co-founded and manages Fenton Winery & Brewery and Dream Machine Distillery in Fenton Township, MI. They produce wine, beer, and spirits for onsite consumption in their 100-person public taproom, 1½ acre beer garden, and 280-person full-service wedding venue which hosts over 120 large scale events per year. The company employs 40 team members and has just celebrated 17 years in business. Ginny is the proud mother of 2 sons and a fierce advocate of small business. She engages with legislators when needed and is proud to serve as an executive board member of the Small Business Association of MI (SBAM).
Dr. Rob Sirrine
Dr. Rob Sirrine is a Senior Extension Educator with Michigan State University. Rob works with colleagues to increase the purchase of Michigan-grown agricultural products. He provides statewide leadership for hop education, research, and outreach with a focus on hop quality. Rob and his favorite work pal, Erin Lizotte, co-founded the Great Lakes Hop Working Group. In his spare time Rob enjoys mountain biking, hiking, pontooning, coaching soccer, and traveling to cool places with his wife and three kids.
Jason Spaulding
Jason Spaulding is CEO and Founder of Brewery Vivant and Broad Leaf Brewery & Spirits in Grand Rapids, Michigan. Vivant was the first LEED certified brewery in the USA, is a certified B-Corp and is known for its sustainable practices. The two breweries produce about 3,000 barrels per year and employ about 75 people between its 3 locations. Jason has been in the craft beer world since the late 90’s when he co-founded New Holland Brewing Company before leaving to open Brewery Vivant with his wife and business partner Kris.
Sara Weber
Sara Weber serves as the Director of the Licensing Division of the Michigan Liquor Control Commission (MLCC), managing staff that receive, review, and analyze retail, manufacturer, and wholesale license/permit applications for the Commission’s consideration. She also works closely with the Commission, legislative offices, community leaders and industry stakeholders assisting with licensing matters for compliance under the Liquor Control Code and administrative rules. Sara joined the MLCC in 2000 and has worked in several roles throughout the Licensing Division before becoming the Licensing Director in 2017. Sara also records a monthly podcast with David Marvin called MLCC on the Road which covers topics related to liquor licensing in the State of Michigan.