September/October 2011

Sales & Marketing Issue

For the September/October 2011 The New Brewer, we present our annual Sales & Marketing issue. In this issue, we take a look at topics such as branding, atmosphere, music, distribution, and philanthropy.

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About The New Brewer

Cover Story

Sales & Marketing Issue

The New World of Branding

The most significant challenge today is presented to the regional craft brewer in the off-premise channel. It’s in the off-premise that their brands will be sustained long-term.

Sales & Marketing Issue

Featured Stories

The Oyster

Tom Hennessy

Have you ever walked into a restaurant and immediately felt comfortable? It’s probably no accident, but rather the careful manipulation of the restaurant’s environment.

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Using Music and Humor to Make People Thirsty

Mike Kallenberger

Certain personality traits may not only make a given drinker predisposed to drink craft beer; those same traits probably influence his or her preferences in music and humor too.

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The Rise of Consumer-Centric Distributors

Jacob McKean

Long known for their brick-and-mortar approach, distributors are now taking to the web in much the same way craft brands catapulted themselves into the public consciousness.

Philanthropy on a Budget

Dave Thibodeau

Most craft brewers didn’t get into brewing to get rich, but we’re asked to help out nearly every day. Turns out, you can make a difference in your community on a dime.

2011 Brewpub and Packaging Brewery Salary Survey

Chris Swersey

Over the past couple of years, the economy has resulted in an extraordinarily difficult retail environment, with brewpubs on the front lines and several salary classes declining.

A Note From the Editor

Jill Redding, Editor-in-Chief

This issue also includes most of our usual informative departments, plus brewery-generated news about the craft brewing community in the Brew News and Beer Releases sections; and new products and services from the allied trade in Industry Supplier News. In our back-page interview, we highlight Captain Lawrence’s Scott Vaccaro.

Cheers, and we hope you enjoy this issue of The New Brewer.

About The New Brewer