[LEXINGTON, Ky.] — Immediately following Lexington Craft Beer Week, May 12–21, brewers and distillers who wish to stay relevant in an increasingly competitive and growing global market will have the opportunity to participate in an innovative forum for ideas.

ONE: The Alltech Ideas Conference (ONE17), held May 21–24 in Lexington, Kentucky, will feature a dedicated session on craft brewing and distilling.

Beverage experts from around the world will explore topics such as:

• Distilleries, the Belgian Way: Belgium has reintroduced a 16th-century spirit called genever. With the world thirsty for new spirits, should we actually be looking back in time for inspiration? How will a virtual tour of a Belgian distillery, The Belgian Owl, evoke new ideas for today’s producers?
• Moonshine: Learn how towns such as Gatlinburg and Pigeon Forge, Tennessee, have used the production of moonshine to attract tourists.
• Shochu: A century-old traditional sweet potato beverage from Japan, shochu has made its way to Hawaii. Will it remain a modest beverage product, or does it have the potential to disrupt the market?
• History in the Remaking: The Liberties, an ancient part of Dublin, is home to Guinness, George Roe Distillery and, soon, Pearse Lyons Distillery. Can we disrupt the industry while honoring tradition?
• Craft Beers Disrupting National Chains: How can craft brewers make their mark in the big box stores? How do you stand out in a crowd of more than 4,000 craft breweries in the U.S.?

Dr. Pearse Lyons, founder and president of Alltech, is no stranger to disruption. Inspired by the five generations of coopers before him, Dr. Lyons was the first Irishman to earn a degree from the British School of Malting & Brewing and is the owner of one of the only joint brewing and distilling locations in the world.

“Disruption will be key to craft brewing and distilling’s ongoing growth,” said Dr. Lyons. “We want ONE17 to be a forum for exchanging ideas and for being inspired to take the kind of risks that disrupt brewing and distilling as we know it today.”

Get in the mood for the discussion by attending the Alltech Craft Brews & Food Fest. Featuring more than 60 craft breweries and 240 beers, live music and local bites that will satisfy any craving, the event will run from 12 p.m. to 8 p.m. on Saturday, May 20.

Register before May 1 to save $200 on your passport to innovative ideas at ONE17.

Join the conversation on Twitter with #ONE17.