How Tenth and Blake plans to re-arrange the craft segment
Another freebie from the good people over at Beer Business Daily…
“Our hypothesis on how the craft and import segment [should be] organized is via Prestige, Invitation, Exploration and Experimentation,” says Jeff, who believes every beer can fit into one such descriptor. “And are you participating in each of those segments? Because there are consumers shopping in each.”
“Prestige” beers are larger import brands like Heineken and Corona, traded on intrinsic values or “badge.” “Invitation” is a better moniker for beers heretofore called “gateway”: easy-drinking, flavorful titles, like Fat Tire, Blue Moon, Sam Adams Boston Lager, etc. They “invite” one to the segment without scaring them away. From there, one moves to the exploration space, sampling different styles. “This is not exclusive to beer,” reminds Jeff. “Coffee’s done this, food has done this. This is the development of palates and attraction to flavors.”
Finally comes the experimentation category, for those who “really want to test the edges … very few people live out there but they like to go play.” Russian Imperial stouts are a general example, though particular brands and styles may fit in different categories per market.
via Craft Business Daily.
Breweries: Tenth and Blake Beer Co.
