Insights on Marketing & Sales for Breweries

Marketing & Sales

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.

Beer in the Era of Big Data and AI

The brewing industry must embrace Big Data and AI to remain competitive in the digital age. AI can enhance production efficiency, optimize supply chains, and drive data-driven product development and marketing. Breweries should focus on building a robust data infrastructure and integrating it with partners to enable future innovations. By doing so, they can leverage AI to transform operations and gain a competitive edge in the evolving market.

Read More Topic:Supply Chain, Engineering, Strategy & Finance, Marketing & Sales, Product Innovation

Craft Beer Has Arrived on the Sponsorship Playing Field

The association between beer and sports in global culture is long-standing, and even profound. For many, rooting for a favorite team and enjoying a pint of a favorite beer are two sides of the same experience. It’s a connection so familiar that we often take it for granted.