We Need a New Yardstick

Something has been nagging me. Something is bothering me in the beer business, and I think we need to address it sooner than later. I think we're not measuring the health of the category correctly, and I think it's time we put together a new formula for the modern age of brewing.

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Chris McClellan
Mounting Pressure

Beer has to be delivered in trucks. These trucks are, for the most part, owned and managed by distributors. Distributors (also called "Wholesalers") are big business in the United States and most of you know nothing about them. This is a problem for you and even more relevantly, for them

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Chris McClellan
Let's All Just Have a Pint

I think we've forgotten how to talk to each other. It's 2018 and we've...apparently...lost the innate, human, crucially important ability to share a moment with someone else without a small dose of judgment, scorn, or implied bias. I feel like I'm obligated to take a stance in order to be heard these days, and I'm not so sure I like that.

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Chris McClellan
The Power of Intention

I'll admit that while its lost a lot of its authenticity through mass marketing and message dilution, "craft" is still a powerful driver of brand positioning, maintaining a certain inimitable resonance through the recent and impressive industry growth and signifying a powerful level of intentionality, purpose, and yes, counter culture resistance to mass market fizzy yellow beer.

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