Traditional book publishing is wrought with difficulties for the budding writer. Finding a publisher that will accept a manuscript can takes months, if not years, and is often accompanied with nightmarish levels of rejection and criticism. The Internet has changed that by breaking down barriers to production and distribution. Bricks and mortar stores are no-longer required to sell books because websites fulfill that role, while Print-on-Demand (POD) services now make it possible to produce a single book and deliver it anywhere in the world. Even electronic books (eBooks) have significant potential. Technology has made writing a book, and getting it to readers, easier than ever. The only remaining barrier is understanding how to work within this new environment and realizing that without a publishing company the writer now takes on many new roles that could seem overwhelming. This session will help aspiring writers, in the highly competitive beverage category, develop their ideas and bring them to market via self-publishing.