The really big boys of brewing, the multinationals for example, spend a lot on market research and marketing, in some cases more than the GDP of a small country, working out when to release a beer, how to market it, what to make it look like. The aim is to create a brand that has a very distinctive image in terms of packaging and is easily marketed, leveraging off other arms of company (if there ...
The beer industry is in a funny sort of spot lately. The average consumption of beer is decreasing, but yet the growth in craft beer has never been more active than it is now. There has been more craft breweries pop up over the course of the last few years than there are pimples on a teenage school boy. One of my mates recently said it was kind of like the music scene during the late 70’s and earl...