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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Cover Story

Sales & Marketing Issue

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

The Rise of Lifestyle Beers

Greg Kitsock

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

Thinking Small: Craft Brewers Embrace Smaller Packaging Formats

Gabe Toth

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

Are Craft Brewers Still Innovating?

Mike Kallenberger

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.

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

Stan Hieronymus

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

A Note From the Editor

Jill Redding, Editor-in-Chief

This issue also includes some of our usual informative departments, plus brewery-generated news about the craft brewing community in the Brewery Updates, Distribution News, and Beer Releases sections; and new products and services from the allied trade in Industry Supplier News. In our back-page interview, we highlight Dan Weitz, national sales director for Boulder Beer, which is celebrating an impressive 40th anniversary this year.

Cheers, and we hope you enjoy this issue of The New Brewer.

About The New Brewer