Craft Beer Marketing

MJ Author

11/04/2020 Added

88 Plays

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UNL marketing professor Andre Maciel studied the factors that helped the craft beer industry grow.

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[00:00:01.060]More consumers are filling their glasses
[00:00:03.470]with craft beer.
[00:00:04.870]The industry has grown
[00:00:06.040]to more than 8,000 craft and microbreweries
[00:00:08.900]across the country.
[00:00:10.500]It's a remarkable growth, especially if we consider
[00:00:13.510]that we're talking about small and medium companies
[00:00:17.250]battling against large corporations.
[00:00:20.527]Marketing expert Andre Maciel
[00:00:22.540]says collaboration is the key.
[00:00:25.040]His research on the craft beer industry suggests
[00:00:27.860]by working together through trade associations,
[00:00:30.720]the little guy can take on big beer.
[00:00:33.590]So instead of saying, "This is enough, this is just us,
[00:00:37.367]"we don't want more people sharing this market,"
[00:00:40.620]they actually lower the barriers
[00:00:42.530]for more breweries to come in
[00:00:44.840]and to learn how to make good beer and build a reputation
[00:00:48.560]for the whole collective of craft breweries.
[00:00:52.020]Using a strategy called
[00:00:53.570]collaborative market driving,
[00:00:55.300]trade associations fight for legislative change,
[00:00:58.680]build new markets,
[00:01:00.250]and create a sense of purpose and loyalty among consumers.
[00:01:04.560]So we're not here just to make money.
[00:01:07.680]We're here to improve consumer choice
[00:01:11.890]or to bring back the value in the history of beer
[00:01:16.250]to the American people.
[00:01:18.330]So there's this creation of a sense of cause
[00:01:20.650]that really brings those breweries together
[00:01:23.660]and those consumers together.
[00:01:25.990]Other areas such as specialty coffee
[00:01:28.220]and organic food have benefited
[00:01:30.280]from collaborative marketing.
[00:01:32.200]It's a strategy that ensures a wide variety of products
[00:01:36.040]on tap for customers.
[00:01:38.040](upbeat music)

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Craft Beer Marketing

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