Posts tagged Craft Beer Marketing
The Golden Age of Beer

The beer industry as a whole is currently, and arguably, in the throes of its most dramatic period of evolution since it became a real industry in the United States. How we choose to evaluate this evolution is the only difference between success and failure in the modern age of brewing.

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Why would you launch a beer nationally?

With the increasing locality of this lovely libation we call beer, along with my normal penchant for pontification and overly opinionated dross, I’d like to present a preposterous new marketing concept that will, no doubt, cause a few eyes to roll: The age of launching a beer across an entire national distribution footprint is dead. Long live local.

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(Product / Market Fit) and Brewing

Homebrew machines are all rubbish. Someone had to say it. You simply shouldn’t spend your money on these devices, regardless of how clever the technology is . I’m willing to be convinced otherwise, but as of right now, I’m not. They make, at best, okay beer, and they don’t improve any part of the process of homebrewing.

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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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Is Beer An Emotional Purchase?

Beer is important. It's not, in any circumstance, a means to an end. In some of the most important ways, great beer is a journey that folks embark upon for the sake of it, eschewing the idea that there's even a need for a destination. It's experiential. You might drink a beer to catch a buzz, and I feel you on that, but generally you drink a beer because engaging in the drinking fprocess is the most important part, and catching a buzz is just a side-effect.

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