什么特种啤酒对啤酒厂的品牌意味着什么

2016年6月21日

我们知道：在一个大约两个新的小型和独立啤酒厂开放一天的国家，酿酒师需要脱颖而出。这些愿望使我们成为一个多样化的行业breweries take their brands beyond beer，潜入一个宽敞的脱离努力，包括现场住宿，杂志，餐馆和活动公司。

All of these concepts are great components to brand building, which is without question the most important aspect of business development. But let’s get real. While reaching customers in a variety of ways is a good thing, when it comes to breweries, the brand better start, and end, with beer.

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工艺啤酒的祖父可以轻松这种方式。他们将更多的爱情进入他们的创作而不是大啤酒，消费者可以立即判断差异。但是，今天拥挤的行业是一个完整的球比赛，入门级酿酒商可以选择导致难题。在IPA和苍白啤酒的主食款式中，专业从事专业啤酒，以这么多竞争小批量啤酒的投资组合会带来更多的关注，最终更多的业务吗？

这是分销现实以及您的底线的分布方式，发挥作用。

更多的经销商工作

“如果你是一个专注于当地的啤酒厂，你就可以继续做疯狂的狗屎[喜欢专注于有限的发布和一次性]，”奥斯卡布鲁斯啤酒厂的创始人戴尔卡图斯说。“但是，如果您希望在全国范围内最终得到强有力的分布，您必须为您的经销商创造努力创造可持续发展的努力。”

如果有人理解培养强大的国家分布式工艺啤酒品牌的微妙需求，这是Katechis。截至今年，您可以在所有50个州找到Oskar Blues。他说，酿酒商在他们想要制造的啤酒之间努力，啤酒经销商可以投入最有可能购买的商店。

“你必须每天都会赚钱，而不仅仅是在新啤酒出来时，”Katechis解释道。“当你赚取货架空间时，必须始终如一地努力，转身和零售商钱。”

虽然零售商用全年的斯台斯填补了大部分货架空间，但它们肯定对特种啤酒有所要求，副总裁Chuck Salzman表示，对特种啤酒无与伦比的饮料公司But he added that he typically looks to breweries he already has a strong relationship with to provide his retailers those specialty beers they need.

（消息：你会为生活提供免费啤酒吗？的）

品牌的构建块

Katechis thinks that specialty beers should be something that comes in the second wave of brewing, not as the building blocks of your brand. It should be the siding on the house rather than the foundation. For Oskar Blues, Dale’s Pale Ale is the bedrock upon which the business is built, and specialty beers are icing on the cake — a treat for customers and an incentive for distributors.

“特产啤酒是对销售核心啤酒的人的奖励，”Katechis说。“如果你想通过椰子进入死亡，你必须与我们有良好的关系，一个正在进行的。对于我们而言，这是一致，坚强，可持续增长的良好策略。“

一些啤酒厂在地方一级做得非常好。黑衬衫酿造有限公司in Denver, for example, brews all red beers. But those who go down this road must do so meticulously. Without a strong focus directly related to the brand, your chances at distribution will take a toll.

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Salzman,而坦诚的必要性beer brands, offered a ray of hope for those hell-bent on swimming upstream.

“Certainly the year-round staple is the way to go to market, and a majority [of the beers we carry] are going to be year-round staples. But by that same token you need the specialty beers. And that’s the thing with coming out with a new wacky specialty,” Salzman said. “Who knows if that doesn’t become the new norm?”