Zeiss has launched the “Crafting Success” tour, a series of events in which independent craft brewers and independent optometric practices get together to share their business experiences. The first in a series of ten events across America took place at Stone Brewing Company in San Diego, California on Aug. 9. The following day, the tour moved to the Iron Triangle Brewery in Los Angeles. More events are scheduled to take place in Boston, Baltimore and Atlanta between September and October. According to Zeiss, and as reported by Vision Monday, there are key similarities between the experience of a small craft brewery, which establishes a unique brand and provides individualized products and services, and independent eyecare practices. The events feature a presentation from the eyecare practices side with comments from the brewmaster, followed by a tasting of the brewery's products with comments on branding and how to meet individual tastes. Participants also attend a workshop on branding and marketing strategies. “Crafting Success” is sponsored by Zeiss and Professional Eye Care Associates of America (PECAA), and content is produced by Review of Optometric Business.