In a significant leadership shift, Bart Watson will assume the role of president and CEO of the Brewers Association beginning January 6, 2025. This not-for-profit trade association represents the interests of small and independent craft brewers in the United States, making Watson’s appointment especially pivotal as the industry continues to face various challenges. Watson takes over from Bob Pease, who has served in the role since 2014 and announced his retirement in 2024. Following a national recruitment process that thoroughly evaluated internal and external candidates, the Brewers Association’s board of directors has placed their trust in Watson to steer the organization into a promising future.
Bart Watson, who joined the Brewers Association in 2013, previously held positions as vice president of strategy and membership and chief economist. His extensive background within the organization equips him with a nuanced understanding of the craft brewing landscape. The experience gained during his tenure as chief economist—where he became the face of the association through various industry presentations—positions him to effectively navigate the complexities that the craft brewing industry faces today. During an interview, Watson emphasized the necessity for the Brewer’s Association to identify and address the challenges that its members encounter: “The role of a trade association is to do things collectively that its members can’t do independently,” he stated, underscoring his commitment to collaborative problem-solving.
One of Watson’s immediate priorities is to foster engagement with member breweries, aiming to understand their evolving needs and the challenges they face. The craft beer industry has experienced notable turbulence in recent years, from market saturation to increased competition. By surveying and listening to its members, the Brewers Association can develop tailored strategies to support them in overcoming these hurdles. Watson acknowledges the diversification trends among breweries, highlighting an inclination toward non-alcoholic offerings and alternative beverages such as seltzer and cider. The Brewers Association has already begun to adapt, allowing breweries to showcase these new products at signature events, such as the Great American Beer Festival, which not only broadens consumer engagement but also serves as an essential feedback mechanism.
Traditionally, the Brewers Association has placed significant emphasis on technical brewing knowledge and quality assurance. However, Watson argues that the time has come to expand this focus. As the craft brewing sector faces mounting pressures, there is an opportunity for the association to enhance its educational offerings in business and financial operations. By equipping member breweries with practical knowledge that extends beyond brewing, the Brewers Association can empower them to make informed operational decisions that secure their longevity in a fluctuating market.
In recent years, some homebrewers within the American Homebrewers Association (AHA)—which operates under the Brewers Association umbrella—voiced concerns regarding the perceived neglect of their segment in favor of commercial breweries. Watson is determined to amend this by ensuring that the AHA receives greater attention and support, aiming to establish it for “more success.” In doing so, he affirms the commitment to inclusivity within the organization.
Leah Cheston, chair of the Brewers Association board, expressed confidence in Watson’s unique qualifications and strategic vision, stating, “Bart’s in-depth understanding of the craft beer industry and landscape…makes him uniquely poised to step into the president and CEO role on day one with a strategic vision and plan.” With clear goals for member-centric practices, Watson has the opportunity to galvanize not just the Brewers Association but the entire craft brewing community as they navigate an uncertain future. Bart Watson’s ascension to the presidency heralds a period of renewed focus and potential growth for the Association and its members, promising collaborative endeavors that stand to benefit an ever-diversifying industry.