Insights on Marketing & Sales for Breweries

Marketing & Sales

It’s Time to Assess Your Brand Equity

As industry headwinds continue to gather, brewers and other beverage producers must invest more resources in building their brands, especially by building relevant differentiation into the brand.

Read More Topic:Strategy & Finance, Marketing & Sales

All the Light Moves: In Search of Sales and New Customers, Breweries Embrace Light Lagers

Many breweries are now producing light lagers to meet the growing consumer demand for low-calorie, easy-to-drink beers. These light lagers provide a refreshing alternative for beer enthusiasts and often feature unique ingredients and branding to stand out in the market. Breweries see these offerings as a way to attract a broader customer base and provide an approachable option in their taprooms and retail spaces.

Read More Topic:Marketing & Sales, Product Innovation

The Godfathers of Beer Consumer Insights

Russell L. Ackoff and James R. Emshoff’s paper “Advertising Research at Anheuser-Busch, Inc. 1968-1974” revolutionized beer marketing by categorizing drinkers into types, such as Reparative and Social. Their insights informed iconic campaigns like Miller Time and This Bud’s For You, highlighting the lasting impact of their work as the 50th anniversary approaches.

When it Comes to Innovation, Patience is Not a Luxury

Exploring the balance between brewer-driven and consumer-driven innovation in the beer industry, suggesting that true innovation addresses consumers’ unrecognized needs and requires patience, rather than simply responding to their current demands.

Read More Topic:Marketing & Sales, Product Innovation

Scaling Back to Move Forward

The article highlights the shift in North American craft brewing from the hype of special releases in the 2010s to a renewed focus on core, year-round beers in the 2020s. This change is driven by rising costs and evolving consumer preferences, leading breweries to prioritize financial stability.

Read More Topic:Beer Category, Marketing & Sales

A Convenient Approach: How Breweries Are Building Brands in Convenience Stores

Breweries are increasingly leveraging convenience stores to launch bold, high-ABV beers in 19.2-ounce cans, catering to consumers’ demand for convenience and unique flavors. This strategy allows them to test new products and attract a diverse customer base, resulting in noticeable sales growth and brand expansion.