Sales & Marketing Issue + Design Refresh
With the September/October Sales & Marketing issue, we are pleased to present our “refresh” of The New Brewer. Along with an updated design, most noticeably the cover, we’ve also expanded the content.
Inside you’ll find new columns by Brewers Association chief economist Bart Watson and executive chef Adam Dulye, along with a reorganization of some of the existing departments.
We hope you’ll take time to explore the new design elements and content of The New Brewer!
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Good Beer Neighbors: Integrating Branch Plants into the Local Community
Their intentions are laudable. By building new breweries to service distant markets, craft brewers hope to cut down on shipping costs, decrease their carbon footprint, and provide fresher, less expensive beer. But duplicating a flagship beer with different equipment and a different water source is only part of the challenge. How do these breweries integrate themselves into the local community? How do they get the region’s beer drinkers and brewers to accept them as a hometown brewery and not as a carpetbagger muscling in on the local market?
By Greg Kitsock
The Third Place: Creating a Thriving Tap Room Community
Brewers create tap rooms for many reasons, not the least of which is to sell beer to guests. If the beer is of high quality, and the tap room comfortable, you might even create return guests. Return guests are the heart of a thriving tap room. When you can develop a relationship with your regulars, not only does it lead to good ratings, it brings loyalty and increased revenue.
By Alissa and Michael Marquess, Mother Road Brewing
Passport to Good Beer: Craft Brewery Trails
An important aspect of the craft beer success story has been the manner in which craft breweries have benefitted their communities both economically and socially by the mere fact of their existence. Beer tourism has exploded over the last half dozen years or so as breweries have become major attractions for travelers—points of interest that draw visitors and their wallets into an area. People who love good beer tend to want to seek out new craft breweries, and both craft brewers and government and tourist agencies of all sorts are eager to help them find their way.
By Jack Curtin
The Art of Archiving: Preserving Your Brewery’s History
Whether you’re a well-established brewery celebrating important milestones or just getting ready to open, there’s never been a better time to start archiving your brewery’s history. Keeping documents and objects that tell the story of your brewery has great benefit to you as a company and is an asset for researchers and beer lovers.
By Erika J. Goergen, Heurich House Museum
Also in this issue, you’ll find a wealth of information and “news you can use” for your brewery in our departments; news about the craft brewing community in the Brewery Updates, Distribution News, and Beer Releases sections; and new products and innovations from the allied trade in our Industry Supplier News section. In our back page interview, we highlight Cannonball Creek’s Brian Hutchinson, whose brewery is thriving a few blocks from the Coors Brewery in Golden, Colo.
Cheers, and we hope you enjoy this issue of The New Brewer.
- Jill Redding
- The New Brewer