trend of experimentation has returned . “ Now , we ’ re in a calmer , more-predictive period of consumer behavior , as consumers return to exploring brands outside of big domestics and are open to once again venturing outside their beer comfort zones ,” observes Anaokar of Mahou Imports .
BUILDING BRANDS MATTERS
Savvy breweries have found a balance between this encouraging consumer experimentation while keeping customers close through strong brand building .
“ While beer experimentation is re-emerging , our consumers continue to face economic pressures ,” says Anaokar . “ We must build consumer trust so that they know money spent on our products will meet or surpass their expectations . Building brands that tap into the right consumer insights provides reassurance that their dollars won ’ t go to waste .”
“ This explains breweries ’ ( Founders included ) increased focus on line extensions or themed variety packs that consist of and build on products that consumers know and love ,” he adds . “ Consistently communicating your brewery ’ s brand message while ensuring product quality upholds that trust is key to driving and preserving consumer loyalty .”
Agreeing with him is David Walker , cofounder of the craft beer pioneer Firestone Walker Brewing Co . Walker ties brand building into the significance of occasion-based drinking in terms of connecting with consumers .
“ Brand building is hugely important ,” he says . “ Occasions matter more than ever in our opinion , so balancing the intrinsic education with that element of ‘ why our brands fit that specific occasion ’ is important .”
Between that and sampling , building bottom up is also important , Walker notes . “ Adding the layers of above-theline marketing , where you ’ re positioning your brand through mass channels , and more direct below-the-line tactics like trade shows and targeted digital placements is the magic that brings it all together .”
RTDS AND HARD SELTZERS
Among the greatest changes in the beer industry in the past five years has been the massive gain in market share of RTDs and hard seltzers . Is this good or bad for the category ?
“ We don ’ t call it damage , but more so a guide to re-focus our thinking on what retailers and drinkers are looking for when it comes to taste and convenience ,” says Franco of BrewDog USA . “ Many of the seltzer products offer a sweeter , more tropical taste , as well as a higher ABV , and have opened up that need to keep up with a consumer ’ s palate expansion . It has also forced organizations to look at their R & D process and their ‘ bench ’ for inspiration in helping grow the category .”
This shift in consumer taste has motivated ( and necessitated ) many breweries to expand beyond beer .
“ We feel strongly that globally , we define ourselves as a beverage company who produces craft beer , and now , in some markets , spirits and RTDs as well .” Franco says . “ Some of
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September 2023 • Beverage Dynamics 21