Craft beer sales decline in chicago as new brands proliferate. The 15 best books for craft beer lovers hop culture. As of 2014, women consumed 32 percent of craft beer produced in the u. As the craft beer industry continues to grow, people are starting to understand they cant just brew great beer to be successfulthey have to have a unique story, compelling branding and smart marketing. Learn how a craft beer marketing plan directly affects the bottom line, image and. A guide to over 100 of the worlds finest brews 01 by melissa cole isbn. Craft beer club introduces them to four new beers every single month, ensuring theyll always have a new microbrewery or style to talk about. This unique book is written by a marketing executive who has 30 years in the us beverage alcohol business focusing on craft beer. Craft beer is the strangest, happiest economic story in america. Brewing dissent takes a critical look at modern beer marketing practice that often favour men over women. The essentials of craft beer marketing equipped brewer.
Discussions, interviews and lessons of growing and marketing your craft beer business. The story of selling out barrelaged stout and selling out book gives inside look at the first craft brewery to sell out to big beer. It is tricky to deliberately market, says paul gatza, director of the. This book has dozens of bitesized nuggets on core marketing. When it comes to marketing craft beers, says knight, brands might be more at an advantage to position it as storytelling versus. Can you really write a hardcover book that successfully answers the question. Heres a crash course in craft beer marketing marketwatch. Well this books attempts just that with some hits and some misses. The four essentials to effective craft beer marketing the portable bar company july 7, 20 with so many small craft beer breweries sprouting, guerrilla marketing is the way to go. An industry association of 22 japanese craft beer makers has launched a us marketing campaign as it aims to showcase the authenticity, richness and unique flavour profile of its craft beer offer. Craft beer is going flat after years of doubledigit growth, setting the stage for a shakeout in a business that spawned a generation of independent breweries.
Visit craft and learn how we deliver worldclass production services for our clients by bringing great ideas to life through creative content. The book covers marketing and distribution for any size craft beer brewer, spirits distiller, wine vinter or non alcoholic beverage producer. But decades ago, well before craft beer was cool and potentially. Ales, or ipas, which constitute a large share of the craftbeer market. Mark colburn owner shinerunner craft marketing linkedin. Women were the first craft brewers, says author cbc news. Below youll find a list of salesmarketing related positions.
Schlafly patrons can download the new schlafly mobile app, which interacts with exclusive onpremise beacon technology, to receive notifications about drink specials, tasting notes, new beer releases and more when it matters most when they are about to order a beer. You dont make your own beer to perfect the flavor, really. Each chapter has five what you can do today tips as well, providing immediately useful tactics for the reader. The four essentials to effective craft beer marketing. Small business owners nondesigners like craft brewers, food artisans. Content marketing, news releases, newsletters, amusing or shocking label text, novelty campaigns, blogs, web content each brewer mentioned several aspects of their promotion where good copy was key. Craft beer branding guide from website to printed book.
This unique book is written by a marketing executive w. For colors, open up a pantone book and find tones and hues that speak to. In almost every economic sector, including television, books, music. Craft beer marketing is shifting as market share grows, and as brewers protect the attributes of their product category. Amid all the press releases, beer samples, glassware, brewery tours, brewers dinners, bottle openers and assorted swag is a lesson in how craft beer markets itself. With the beer industry experiencing something of a craft beer. This book is written by a seasoned beverage marketing executive with 30 years in the industry. Its a detailed breakdown of the beer market, beer styles, how to perform tastings, and what to identify when youre dissecting a beer. Quick tip on marketing beer to women and an entire book. Dont sell me a pink hammer, covers 10 key areas of opportunity for all beer related businesses to focus on to increase patronage.