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September/October 2019

Sales & Marketing Issue

For the September/October 2019 The New Brewer, we present our annual Sales & Marketing issue. Is your head brewer a rock star? Our lead article offers several ways for brewers to add value beyond just brewing great beer. This issue also discusses “lifestyle” beers such as low alcohol, low carb, and non-alcohol; breweries that offer their own versions of “beer school” to their customers; and the current trend toward smaller packaging sizes. We also offer a behind-the-scenes look at the history and resurgence of kveik yeast, which is currently disrupting the craft brewing world.

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About The New Brewer

Cover Story

Sales & Marketing Issue

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Rock Star Brewers: Adding Value Beyond the Brewery

Brewers can help forge a deeper connection between your brand and your fans. They are in-house advocates who can help define, lead, and grow your brewery’s beer culture.

Sales & Marketing Issue

Featured Stories

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The New Brewer: Sales & Marketing Issue

The Rise of Lifestyle Beers

A crosscurrent is developing among craft beer consumers: a demand for simpler more refreshing beers that increasingly complement a healthier lifestyle.

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The New Brewer: Sales & Marketing Issue

Back to School: Craft Breweries Serving Up Knowledge

More craft breweries are realizing the value of spending time teaching customers about beer and the brewing process, offering their own versions of “beer school”.

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The New Brewer: Sales & Marketing Issue

Thinking Small: Craft Brewers Embrace Smaller Packaging Formats

As craft beer trends toward lighter “lifestyle” options such as session beers, a growing number of craft breweries are gravitating toward smaller package sizes.

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The New Brewer: Sales & Marketing Issue

Are Craft Brewers Still Innovating?

As the growth of craft beer as a category has tapered off, some observers have lamented that frewer craft brewers seem to truly innovate, with many now following trends.

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The New Brewer: Sales & Marketing Issue

On the Kveik Trail: The Yeast That’s Disrupting the Brewing World

Lars Marius Garshol has been central to understanding that the kveik yeast may ultimately be more disruptive to brewing than something like brut IPA.

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