In a movie theater, the feature film was just about to start and my 15 minutes was up. I pulled out my iPhone and plugged a small black device into the headphone jack, tilting my phone’s bright screen to the ground so I wouldn’t distract the other moviegoers. Slowly I blew into the device for a few seconds until my phone vibrated. Then I checked the result — a blood alcohol concentration of 0.052.
Stone Brewing doesn’t spend money on advertising, but they still manage to get their message across loud and clear. Here’s how they do it.
Great primer on Stone’s unique approach to the beer business and the resulting success from Inc magazine.
I’ve been at home recovering from injury most of this week and watching a lot of TV. Smith & Forge Hard Cider commercials like this one are all over the place. I found out it’s a new MillerCoors product aimed expanding the hard cider market to more men.
Twenty years ago, everyone had that one friend who always insisted that the funny-named beer (possibly with a cork) they brought to a party was soooooo much better than the Budweiser/Miller/Heinekin swill everyone else brought.
The bubble will burst, because there are many average, mediocre and downright awful craft breweries out there. (I won’t throw any of them under the bus here, but I believe they have to know what they’re producing is crap.) There are also one-hit-wonders that need to fade away. This is a good thing. It doesn’t mean the industry will crash or that new small breweries won’t continue to pop-up, it just means that a growing and more educated craft consumer base will not blindly accept anything that’s labeled “craft.”
I think some part of the bubble burst will actually be the Big Beer subsidiaries and their faux craft beer projects. Those same consumers I just mentioned will largely reject their forays into craft. At the same time, your average macro drinker might only venture as far out as craft beers owned and distributed by MillerCoors or A-B InBev, keeping them in the business while not necessarily spurring growth for them in that market.
It’s been a long, dreary Winter, so kick back and have some fun in these early days of Spring — and by fun, we mean cocktails.