Sweet Success…For Breweries, Soda Is Becoming an Economic Boon
To reach broader audiences and appeal to drinkers of every age, breweries are producing flavorful sodas that are as compelling as craft beers.
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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.
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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.
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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.
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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.
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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.
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