The team at PRÜF would like to wish all of our friends, family, and clients Happy Holidays to wrap up 2020. Thank you so much for all of your support, advice, follows, and likes. YUGE shoutouts to clients Georgette at The Barber Collective, and Mike from C21 Market Professionals, with whom we completed some great projects this year.

This year in particular is difficult to encapsulate. For many people across the U.S., and across the world, 2020 has been fraught with immense difficulty, pain, and loss. From the extreme dangers of the pandemic, to economic upheaval, to social unrest, to the 2020 U.S. Presidential Election we’ve seen glaring inequities and signals that if the world is going to move forward there’s a lot that needs to change.

For most of the people in the craft beverage and restaurant industries, 2020 has brought an immense amount of uncertainty. Closures, pivots, supply chain issues, and tons of questions abound. This is not an easy time for anyone, and all our industries are particularly vulnerable.

Now is the time we must carefully assess what our businesses and customers need (and expect), and innovate accordingly. More than ever, entrepreneurs in the craft and hospitality industries need to deftly navigate the digital landscape, reach their customers by focusing on what’s essential, innovating accordingly, and ensuring those innovations are accessible and equitable — internally and externally.

For PRÜF it’s a bittersweet year. This is a year where co-founders Erica and Tom, as individuals, made huge moves. Erica moved in with her partner at the beginning of the pandemic. Tom got married and is expecting his first child any day now.

As friends and business parters, we chose this year to start a business that we’d, oh, only been talking about for years. 2020 is the year PRÜF took action and decided to be part of our own “change” in so, so many ways. We’re thankful for the warm reception we received at October’s Craft Brewing Professionals virtual conference. Special thanks to Nicole at Arryved and Warren and Rhys at Beer Marketeers.

PRÜF remains committed to helping breweries, wineries, distilleries, and restaurants find their way amidst all this uncertainty. We’re here to help you determine “what it all means” for your business and point you in the right direction. More than anything — we’re here to help you focus on what you do best, and to help handle all the rest.