Brewing a Digital Experience as Rich as Craft Beer

Project Overview

The Michigan Brewers Guild is a non-profit organization dedicated to promoting Michigan's craft beer industry. Since its founding in 1997, the Guild has served as the unified voice for craft brewers, providing advocacy, resources, education, and networking opportunities to support the industry's growth and success. With over 400 brewer members, the Guild plays a crucial role in fostering collaboration among breweries and enhancing Michigan's reputation for quality beer and brewing innovation.

To better support its members and engage beer enthusiasts, the Michigan Brewers Guild needed a modern, user-friendly website and an integrated system to manage membership, education, and certification. Our role involved designing and developing a responsive website, building a custom brewery directory, and implementing an accreditation platform for training and certification.

Key Takeaways

Enhanced User Experience – A redesigned, responsive website provides an intuitive interface for both breweries and beer enthusiasts.
Comprehensive Brewery Directory – A user-friendly search and filter system allows visitors to discover breweries across Michigan.
Integrated Training & Certification – A custom-built accreditation system enables members to complete training, take quizzes, and earn certifications.
Automated Member Management – A CRM-powered backend streamlines membership, dues, and training administration.
Data-Driven Insights – Google Analytics 4 integration enables performance tracking and data-informed decision-making.

What we focused on

User-Friendly Brewery Directory

One of the core features of the new website is an interactive brewery directory that allows users to search, filter, and explore breweries across Michigan. The directory provides up-to-date information on each brewery, enhancing visibility for member businesses while helping beer enthusiasts discover new favorites.

Training & Certification System

To support industry education, we developed an accreditation platform that offers sales training and draught beer system management certification. The system includes interactive quizzes, automated scoring, and certification issuance, allowing members to complete their training efficiently. Those who pass can print or purchase their certification directly through the platform.

Membership & CRM Integration

A custom-built CRM module powers the website’s backend, enabling the Michigan Brewers Guild to manage member information, track dues, and oversee employee training and accreditation. This system streamlines administrative tasks, ensuring a more efficient membership management process.

Project Successes, Challenges, & Lessons Learned

The Guild required a system to handle multiple functions—brewery listings, event management, training, and membership administration—all within a single platform. We built a custom CRM to unify these components, reducing administrative workload and improving data organization.

The website needed to serve both the general public and Guild members. We structured the site to provide a rich user experience for visitors while offering exclusive resources and tools for brewers within a secure member portal.

Final Thoughts

Through strategic design, development, and system integration, we created a comprehensive digital platform that strengthens the Michigan Brewers Guild’s ability to support its members and promote Michigan’s craft beer industry. With enhanced user experience, streamlined member management, and a robust training platform, the Guild is well-positioned to continue driving industry growth and innovation.

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