Right on
Matt,
You're echoing the sentiments of other brewers in this thread and those who've contacted me directly.
Kim Jordan's first steps are where most of us are. We've been around a few years and have developed quality and consistency. Some of us have established a brand image within our marketplace.
We have had success reaching out to the lifestyle activities of our buyers (events, sponsorships and benefits).
An interesting part of the article: Jordan emphasized the attraction of small brewers to the consumer. "There are not many industries out there that are as much fun as we are. We are an eclectic, kooky, fun group of folks. We need to cultivate weirdos and remember that being buttoned up is for bankers, not brewers," she said.
What wasn't said is New Belgium is willing to give away beer and place product at or below the cost of Busch. So the reality is appealing to the "banker" bottom line and not the quality. An economic approach most microbreweries can't do, and an approach many distributors aren't willing to do for a small brewer.
There is a great attraction of small brewers to the consumers. The perception of our ability to make great beer is lost in price points in the marketplace.
As an industry, we can stand for the quality and quirkiness that was mentioned, or, allow the "pay-to-play" rule determine who survives.
Matt,
You're echoing the sentiments of other brewers in this thread and those who've contacted me directly.
Kim Jordan's first steps are where most of us are. We've been around a few years and have developed quality and consistency. Some of us have established a brand image within our marketplace.
We have had success reaching out to the lifestyle activities of our buyers (events, sponsorships and benefits).
An interesting part of the article: Jordan emphasized the attraction of small brewers to the consumer. "There are not many industries out there that are as much fun as we are. We are an eclectic, kooky, fun group of folks. We need to cultivate weirdos and remember that being buttoned up is for bankers, not brewers," she said.
What wasn't said is New Belgium is willing to give away beer and place product at or below the cost of Busch. So the reality is appealing to the "banker" bottom line and not the quality. An economic approach most microbreweries can't do, and an approach many distributors aren't willing to do for a small brewer.
There is a great attraction of small brewers to the consumers. The perception of our ability to make great beer is lost in price points in the marketplace.
As an industry, we can stand for the quality and quirkiness that was mentioned, or, allow the "pay-to-play" rule determine who survives.
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