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Michigan Crafted uniting local beverage supply chain

The Michigan Craft Beverage Council is putting more emphasis on consumers to strengthen demand throughout the industry.

Director Jenelle Jagmin tells Brownfield, “It is the consumer that makes the difference for these businesses to thrive.

“Michigan Crafted is going to speak specifically to consumers and making sure that they understand the full picture about what goes into a Michigan crafted beverage,” she says.

Jagmin says the new campaign is a result of the Council’s updated strategic plan to advance the agricultural craft beverage supply chain.

“Our funding source is non-retail liquor license fees that are paid by craft beverage businesses, and therefore we’re here to support and make sure to continue to strengthen and evolve not only those companies but that agricultural backbone that is what makes our industry so strong,” she explains.

The Michigan Crafted brand is being released statewide this summer, and a national campaign is planned for next year.

Since established in 2018, the Council has invested more than $2.5 million in research, which has addressed climate change impacts, crop quality, and new varieties for hops, fruit, barley, or other ag inputs.

The Council is overseen by the Michigan Department of Agriculture and Rural Development.