Month: March 2018

  • Brands are born, not created.

    The beer industry has transformed dramatically in the past 80 years, but one constant has remained, and that is the number one selling beers have evolved generationally every 15 to 20 years.  A more recent change is the method in which the industry now measures success in terms of the number one selling brands.  On […]

  • Collaborations have no meaning if 1 + 1 does not equal much more than 2.

    The history of Heineken’s expansion and growth after WWII has been previously documented in past blogs.  The importer, Van Munching, predominantly appointed liquor houses to distribute the beer. This was, at the time, a logical way to distribute beer, as the trade channels that sold the most volume were liquor stores, upscale bars and restaurants. The […]

  • The art of communication is the language of leadership.

    The upcoming CBC convention is expected to host more than 10,000 people.  This year a participant has the choice of attending an industry convention, seminars, classes or other training sessions most months of the year.  In addition to the CBC, there is the annual NBWA convention, along with similar events hosted by Beer Marketer’s Insights, […]

  • The beer industry is like one big family.

    It goes without saying that the purchase of the Miller Brewing Company by Philip Morris in the early 1970s was a major transformation in the beer industry.  Philip Morris used its marketing muscle, which had been so instrumental in growing their cigarette business, on their newly purchased beer company.  And the rest is, as they say, […]