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September/October 2017

Sales & Marketing Issue

For the September/October 2017 The New Brewer, we present our annual Sales & Marketing issue, focusing on the booming taproom scene, getting customers involved in new beer recipes, and portfolio shakeups. Plus, we include an excerpt from the new Brewers Publications title Session Beers by Jennifer Talley.

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About The New Brewer

Cover Story

Sales & Marketing Issue

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At the Source: Taprooms Targeted as States Address Direct Sales Laws

Many wholesalers and retailers are eyeing successful brewery taprooms nervously; and their concern has resulted in a careful examination of the laws in several states.

Sales & Marketing Issue

Featured Stories

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The New Brewer: Sales & Marketing Issue

Taproom Dynamics: The Powers of Observation

While true ethnography is a formal process, great insights regarding taproom dynamics can be obtained more informally by people with a willingness to see with new eyes.

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The New Brewer: Sales & Marketing Issue

Portfolio Shakeups: Keeping Pace with Beer Drinkers’ Tastes

It’s clear that many brewers have come to the conclusion that a static core lineup of beers augmented by seasonal releases might no longer be an effective plan.

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The New Brewer: Sales & Marketing Issue

Feedback: Tapping Into Beer Drinkers’ Perceptions

Several breweries are finding new ways to get customers engaged and involved, including taste testing and rating experimental beers and recipes.

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The New Brewer: Sales & Marketing Issue

The Benefits of Personal Branding

Your personal digital persona can have lasting implications for your brewery’s brand, and vice versa. How can you leverage your personal social channels to help your brewery?

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The New Brewer: Sales & Marketing Issue

Brewing Session Beers: Nothing to Hide Behind

When a brewer considers cutting a major flavor constituent like alcohol down to the level of 4 percent ABV, attention to detail must increase. An excerpt from Session Beers.

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