September/October 2017

Sales & Marketing Issue

For the September/October 2017 The New Brewer, we present our annual Sales & Marketing issue, focusing on the booming taproom scene, getting customers involved in new beer recipes, and portfolio shakeups. Plus, we include an excerpt from the new Brewers Publications title Session Beers by Jennifer Talley.

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Cover Story

Sales & Marketing Issue

At the Source: Taprooms Targeted as States Address Direct Sales Laws

Many wholesalers and retailers are eyeing successful brewery taprooms nervously; and their concern has resulted in a careful examination of the laws in several states.

Sales & Marketing Issue

Featured Stories

Taproom Dynamics: The Powers of Observation

Mike Kallenberger

While true ethnography is a formal process, great insights regarding taproom dynamics can be obtained more informally by people with a willingness to see with new eyes.

Portfolio Shakeups: Keeping Pace with Beer Drinkers’ Tastes

Jack Curtin

It’s clear that many brewers have come to the conclusion that a static core lineup of beers augmented by seasonal releases might no longer be an effective plan.

The Benefits of Personal Branding

Abby Berman Cohen

Your personal digital persona can have lasting implications for your brewery’s brand, and vice versa. How can you leverage your personal social channels to help your brewery?

Brewing Session Beers: Nothing to Hide Behind

Jennifer Talley

When a brewer considers cutting a major flavor constituent like alcohol down to the level of 4 percent ABV, attention to detail must increase. An excerpt from Session Beers.

A Note From the Editor

Jill Redding, Editor-in-Chief

This issue also includes all of our informative departments, plus news about the craft brewing community in the Brewery Updates, Distribution News, and Beer Releases sections; and new products and services from the allied trade in our Industry Supplier News section. In our back page interview, we highlight Natalie Cilurzo of Russian River Brewing Company, who also serves as president of the California Craft Brewers Association.

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

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