Entrepreneur recently published an article about the spirit of collaboration in the craft beer industry. They explain that, acting in their own best interest, craft beer experts have long worked together. While this is an interesting phenomenon, it brings to light an important point about marketing in the craft beer industry.
By valuing collaboration, craft beer persons create an interesting narrative--one where authenticity is not just a marketing strategy; it’s a key to success. In an industry where tactics are shared and beers are critiqued, the defining factor of a brand in the craft beer industry is more than the beer itself--it’s the story and people behind it.
Why is authenticity so important in building and marketing a craft beer brand? Because it cuts through the noise. According to Entrepreneur, “At the start of 2015, there were 3,400 craft breweries, with an estimated 10 more opening every week. The failure rate for new breweries? Near zero.” That’s a lot of craft breweries; and most of them share a similar story: a home brewer teams up with a local business person to create a hangout spot where live music and food trucks will be featured. Authenticity helps you cut through that noise with a narrative that no other craft brewery can replicate.
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