Brewers Association, brewers agree on increasing importance of branding, marketing (audio)
"The point is that you can’t just be a world class brewer. You have to be a world class business person and marketer and ready to work 80, 90 hour weeks. It’s hard. But the business side is just as important nowadays depending on how big you want to get."
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Hmm…for not doing advertisements, endorsements or print ads I’d say Stone is doing quite well within the Craft Beer community. I guess we need new cans, bottles, gimmicks, horses, models, former n*sync spokesholes, ads, billboards, corn, rice, videos, music, vintage logos, 12pks, 3 pks, 6 pks, 81pks and every other pathetic thing the swill-hawkers use to market themselves…
Oh wait…no because the BEER is real. The last thing the Craft Beer community needs to do is market like the massive bloated adjunct makers.
I’d wager that Stone spends more on in-house marketing, pr and graphics than a lot of breweries. It’s a different type of marketing. They’re excellent at all of it & other breweries should take note.
True, they probably have spent a lot of money on graphics, bottle design, and logos but they haven’t been traditional in their marketing approach which I find refreshing. To each his/her own when it comes to Craft Breweries marketing themselves…I see Sierra Nevada and Dogfish Head ads all the time and ultimately their beers speak for themselves (they both make superb beers IMO). Hell, their (Stone) brewery doesn’t even have a sign on it! Marketing is great…but doing the opposite of the mega-adjunct “beer” makers is more in tune with my views.