Ray Berry acknowledges these are challenging times for the craft beer industry. The founder, owner, and general manager of White Lion Brewing, he notes that the cost of everything, from hops to labor to food, is rising. Meanwhile, the Millennials who fueled the craft beer surge years ago are getting older and have other priorities. And they and everyone else also have more choices, including hard ciders and seltzers, ready-made cocktails, and cannabis. In this environment, to survive and thrive, brewers must get creative, he said, and offer much more than lagers and pale ales. On the next episode of BusinessTalk, Ray talks with BusinessWest contributing writer George O’Brien about all that goes into being creative, and how his efforts are also helping to breathe some life into downtown Springfield through live music, lobster rolls, and much more. It’s must listening, so tune into BusinessTalk, a podcast presented by BusinessWest over both audio and video platforms, and sponsored by Greenfield Cooperative Bank.