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September/October 2013

Sales & Marketing Issue

For the September/October 2013 The New Brewer, we present our Sales & Marketing issue. In this issue, we take a look at topics such as the importance of trademark clearance; how breweries are using mug clubs to their advantage; public tour safety; and using crowdfunding to raise capital.

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About The New Brewer

Cover Story

Sales & Marketing Issue

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The Importance of Trademark Clearance

In a collegial industry that prides itself on creative branding, how can you reduce the risk of getting into disputes with your neighbors over brand names?

Sales & Marketing Issue

Featured Stories

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The New Brewer: Sales & Marketing Issue

The Name Game

Trademarks are a timely topic in the craft brewing world. The New Brewer takes a look at some specific trademark conflicts and how they were resolved. Or not.

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The New Brewer: Sales & Marketing Issue

Beyond Mug Clubs

Mug clubs are just as popular with the newest generation of beer drinkers as the previous. However, noteworthy variations on that theme can build a whole new community.

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The New Brewer: Sales & Marketing Issue

Public Tour Safety

Brewery tours are often an important element of branding strategy. However, breweries do present significant hazards. How can a brewery protect itself from potential problems?

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The New Brewer: Sales & Marketing Issue

Crowdfunding a Dream

Crowdfunding websites such as Kickstarter have been giving a boost to entrepreneurs’ start-up capital for almost four years, and new brewers are starting to take notice.

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The New Brewer: Sales & Marketing Issue

The S Curve of Craft Beer

It’s hard not to notice some echoes of the classic S-shape in the graph of craft beer market share. What would a diffusion model project for the next five to 10 years?

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