Why Dogfish Head went the ‘Ancient Ales’ route
As a small company you need your product or service to be well-differentiated and, frankly, it needs to be at a higher price than large established competitors because production costs are higher for smaller companies. If you can tie your product to some historical reference point the consumer can relate to – and will associate with good value at a higher price and authenticity — you have a good chance of creating a viable niche. This is why we make analog beer for the digital age.
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Breweries: Dogfish Head Craft Brewery
