Few of us recognize the importance of labels relative to selling beer and creating a brand. If shelves are overwhelming to the naked eye, what options are there to get consumer to “try” a new brand? Research shows the power of labels to create trials, build loyalty and grow.
Forecasts in anything is a moving target, like forecasting weather. Craft Beer is made up of small producers so any misses in forecasting can be expensive. Insights are valuable as well as experiences. Here are some thoughts on elements of forecasting craft beer, Anything having to do with handcrafting probably means quality and detailed planning.
TTB collects data on all beer produced not just Craft Beer. They do not define just Craft Beer. It is generally defined however as beer produced in less than 6 million barrels. Sierra Nevada, Samuel Adams and Lagunitas are in the high end of Craft Beer producers and are not owned by more than 25% of a Macro Brewery.
Like all things there is some form of compromise in the final result. Even the emotion of selecting a favorite beer is mostly about compromises.
Beer should be fun, a time to think, an opportunity to be with friends and make new friends. If Full stop. Brewing can add to any of these objectives that would be great. Cheers!
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