Coming together over craft beer.
When the master brewer develops his newest concoction he or she considers everything. All available ingredients and styles are available and on the table for discussion. As the brew gets defined and refined a lot care and time go into making sure the portions are correctly measured, the hop varieties are just right, and the malts are yielding the perfect hue to the finished drink. Meanwhile the creatives are bustling about discussing names and designing label ideas to convey the vision of the brewmaster perfectly so that by the time it gets to you every detail has been considered and your palette will be moist with anticipation at the sight of this new beer. And it can all be for not if you don’t know its there.
They say all politics is local. I would say the same thing about marketing. Marketing anything really, but in this case I mean beer. Reps from distribution companies and local breweries alike try every angle to get their beer into as many places as they can support in effort to build a brand and grow their business, all for the love of beer. It is a non-stop battle between the big producers and the local craft guys. But once the keg is tapped or the bottle is shelved, how does the average consumer know it is there? Better bars have beer lists and display their tap handles front and center like trophies, but what about the dive bars? They can serve good beer too you know!
One thing I saw recently was from Carton Brewing in Atlantic Highlands. They had these nice and simple hand outs laying around the bar, which had multiple Carton Beers on tap, including their seasonal Carton of Milk Stout, which happened to be my selection for the evening. It was a take away, and perfect for a small brewery. There was no show tap handle and only a very simple beer list, but this was a great brand builder in my opinion. I am sure it was lost on some bar goers, but not on me.
Dedicated craft beer lovers will find the latest and greatest by any means available, but this sort of tool is great alternative to the neon signs employed by the big guys, and hopefully for Carton, just as effective at building their brand!
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