With challenges abounding for craft brewing companies, particularly those operating in heavily regulated California, representation of those businesses by beer-industry trade associations is more important than ever. So, too, is the caliber of those leading those institutions. From 2021 to 2024, one such organization, the California Craft Brewers Association, was helmed by Lori Ajax. Her 22 years working for the California Department of Alcoholic Beverage Control and time heading the Bureau of Cannabis Control provided her invaluable familiarity with state laws and regulations governing the manufacture, sale and distribution of controlled substances as well as the individuals in charge of passing such legislation in Sacramento. Seeing the wealth of experience she brought to the table leave the boardroom following her end-of-year resignation was tough, but the CCBA’s Board of Directors (which includes Karl Strauss Brewing co-founder Chris Cramer and Societe Brewing CEO Douglas Constantiner) were determined to find someone both experienced and passionate to fill Ajax’s shoes. After a dogged search, December saw them welcome aboard their selected candidate, Kelsey McQuaid-Craig, and while she doesn’t hail from the beverage industry or any of its regulatory bodies, she is a longtime association professional with an authentic affection for craft beer. Following her appointment, she was kind enough to field some questions about her background, her new role and how she intends to assist The Golden State’s craft breweries as they navigate choppy waters.
Which skill sets and lessons learned throughout your career will be of use in your role with the CCBA?
Prior to joining the CCBA, I spent 12 years working in various roles for the California Chapter of the American College of Emergency Physicians, where I did everything from website redesign and social-media management to event planning to Board governance to strategic planning. This extensive association management experience has already been beneficial during my onboarding and has allowed me to jump in at full speed, learning the “why” and not having to learn the “how”.
What inspired you to make a move into the craft-beer space?
I have been a craft-beer lover since I discovered there was more to beer than bland, mass-produced beer brands. Prior to the pandemic lockdown, my friends and I would visit at least one new brewery every month in the Greater Sacramento Area. Whenever I travel, I seek out the local craft breweries, whether that’s in Galway, Ireland or San Diego, California. As a consumer and fan of craft beer, I want the industry to have what it needs to succeed.
What does the CCBA’s Executive Director role entail?
My role is to work with the rest of our staff to implement the Board’s vision and serve our members. We are a small but mighty team, and it’s my job to ensure we provide support to our members in their day-to-day operations through member benefit offerings, as well as legislative and regulatory advocacy, all while staying within our budget. Running an association, especially one with a small staff, means that nothing is outside your job description. On any given day, I am meeting with stakeholders or reviewing and providing feedback on event contracts or updating policies and procedures. So far, every day has been different, and I love that aspect of being an association professional.
What are some opportunities you see for breweries coming into 2025?
The new Beer Caterer’s Permit created by CCBA sponsored AB 2174 (Aguiar-Curry), was signed into law last year. This is going to be huge for smaller breweries. Sales at public and private events will help to increase brand awareness, loyalty and sales, making a difference for many breweries across the state.
What CCBA events and initiatives are in the pipeline?
CCBA’s Day at the Capitol is coming up on Wednesday, March 12 in Sacramento. If you are a brewery owner, brewmaster, operator or manager that is passionate about advocating for the craft-beer community, I invite you to attend. Almost half of the legislature was elected for the first time in either 2022 or 2024. They come from all different backgrounds and, while many might enjoy a craft beer, they do not understand what goes into running a brewery and the myriad challenges you all face. Sharing your stories with legislators face-to-face is even more important with so many of them being new to the legislature. CCBA’s Day at the Capitol is a valuable opportunity for brewers to meet with their elected officials to discuss critical issues impacting California’s craft-beer industry. More information and brewery sign-ups are available online.
The California Craft Beer Summit will be held in Irvine from November 10 to 12. It’s the CCBA’s premier event and one of the largest gatherings for California craft-beer professionals. Attendees will have the chance to learn from industry experts, enjoy multiple networking opportunities and celebrate everything craft beer. We’re looking forward to seeing everyone together in Southern California this November.
I would also like to highlight our annual Brewers Collaboration fundraiser, where breweries across the state create a beer and donate a portion of its proceeds to the CCBA. This fundraiser showcases the vibrant craft-beer community and supports CCBA’s mission to advocate and protect brewers in California. Brewer participation is vital, as it directly helps strengthen the future of our industry. You can learn more about the Brewers Collaboration on our website.
Is there anything you’d like to communicate directly to California’s brewery owners and employees?
While I do not have the policy background that CCBA’s prior executive director had, I have a strong background in government affairs and association management. I promise to listen to and learn from the CCBA membership to make sure we do all we can as an organization to support them. One of my goals is to make it out to as many breweries and local guild events across the state as possible. I want to hear from breweries directly and learn more about how CCBA can continue to be a valuable resource for craft breweries and allied trade members. That said, members and non-members alike should know that my door is always open, and you are free to reach out to me at any time via email. I understand that times are difficult, but my hope is that CCBA can be an avenue for craft-beer professionals to come together to innovate and strengthen the industry.