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7/23/2019 Craft Beer- Catering to a Whole New Customer
http://slidepdf.com/reader/full/craft-beer-catering-to-a-whole-new-customer 1/5
5
@reht Gbbr$
@etbrmic tl e Snljb Ibw @ustldbr Eutnlr$ [eidbbt Cufrej
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7/23/2019 Craft Beer- Catering to a Whole New Customer
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@reht Gbbr$ @etbrmic tl e Snljb Ibw @ustldbr
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nldb grbwbrmbs nevb gbbi lpbretmic mi tnb R)P) bvbr smi`b) Ejtnlucn e deflr snerb lh tnb derobt
hlr gbbr ms lwibk gy tnb gmc gbbr `ldpeimbs jmob Dlkbjl* Nbmibobi* eik Einbusbr$Gus`n wmtn
tnbmr hedlus Gukwbmsbr greik lh gbbr* rb`bit ybers nevb hluik deiy dm`rlgrbwbrmbs eik `reht
grbwbrmbs `ldmic up ejj lvbr tnb R)P) E``lrkmic tl tnb Grbwbr“s Essl`metmli* `reht grbwbrs `ei
gb kbhmibk es ‚sdejj* mikbpbikbit eik trekmtmliej*— wnlsb hl`us ms li prlku`mic trekmtmliej gbbr
wmtn miilvetmvb ibw styjbs eik micrbkmbits .Grbwbr“s Essl`metmli-) Es dlrb eik dlrb
`ustldbrs dlvb tlwerks bxpbrmdbitmic wmtn jl`ejjy prlku`bk grbws* tnb `reht gbbr mikustry ms
sbbmic ei mi`rbesb mi tnbmr plpujermty eik crlwtn .MGMP mikustry rbplrt* 7157-)
Pnmhts mi Kbdlcrepnm`s eik @ujturej Xejubs
Lib lh tnb dlst mdplrteit snmhts mi kbdlcrepnm`s mi tnb R)P) nes gbbi tnb `neicmic ecb
stru`turb lh tnb plpujetmli) Snmjb tnb Gegy Glldbrs .glri gbtwbbi 5=;8 eik 5=8;- eik tnb
Cbibretmli ^ .glri gbtwbbi 5=82 eik 5=38- hlrd e jercb `nuio lh tnb gbbr `lisudbrs* tnb `reht
gbbr mikustry `eiilt mcilrb tnb du`n yluicbr* Cbibretmli ] lr tnb Dmjjbiimejs) [nb Cbibretmli
]* glri gbtwbbi 5=33 eik 7111* wmjj wmtnmi tnb ibxt tbi ybers lr sl* deob up lvbr ;1" lh
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bvbituejjy hlrd e jercb plrtmli lh tnb gbbr .eik ltnbr ej`lnljm` gbvbrecbs- krmiomic plpujetmli*
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[nb Dmjjbiimejs erb e cbibretmli tnet nes crlwi up mi e tb`niljlcm`ejjy sevvy wlrjk tnet ms
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eik pje`b e crbetbr bdpnesms li tnbmr quejmty lh jmhb eik bxpbrmbi`bs) [nms cbibretmli jlvbs
stmdujetmli eik bxpbrmdbitetmli* eik `litmiulusjy sbbos tl kbhmib mtsbjh tnrlucn mts `lisudptmli
7/23/2019 Craft Beer- Catering to a Whole New Customer
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`nlm`bs) Gbmic mitbribt prlhm`mbit* tnb Dmjjbiimejs prbhbr sbbomic lut tnbmr lwi prlku`t
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lh tnbmr `nlm`b)
[nb Dmjjbiimejs erb ejsl e cbibretmli lh `neicmic `ujturej vejubs) [nby erb vbry ewerb lh
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bxprbssmli) [nby vejub sl`mej mitbre`tmli eik prbhbr cbttmic tnbmr greik rb`lddbiketmlis hrld
pbbrs eik sl`mej ibtwlromic wbgsmtbs retnbr tnei hrld ekvbrtmsbdbits) [nb Dmjjbiimejs erb ejsl e
vbry bivmrlidbitejjy `lis`mlus sbcdbit tnet vejubs tnb ieturej wlrjk) [nby erb mi`rbesmicjy
dlvmic tlwerks e dlrb crbbi sl`mbty* eik sldb nevb mi`rbesmic prbhbrbi`bs hlr jl`ej eik
lrceim` prlku`ts) [nby erb ejsl `ejjmic upli gusmibssbs tl gb dlrb bivmrlidbitejjy ewerb eik
sl`mejjy rbsplismgjb)
Lpplrtuimtmbs eik [nrbets Essl`metbk wmtn tnb Mkbitmhmbk Pnmhts
Pnmhtmic kbdlcrepnm`s eik `neicmic `ujturej vejubs nevb deflr mdpjm`etmlis hlr
gusmibssbs mi eiy mikustry* `rbetmic lpplrtuimtmbs eik tnrbets hlr gltn bxmstmic eik ibw prlku`ts)
Gut hlr tnb `reht gbbr mikustry* tnbsb `neicbs nevb lpbibk up e strbed lh jlyej `lisudbrs
grmicmic mi sustemibk rbvbiubs) Snmjb gbbr mikustry es e wnljb nes suhhbrbk kb`jmimic sejbs* tnb
`reht gbbr nes deiecbk ei eiiuej crlwtn retb lh >);" gbtwbbi 7113 eik 7157 .MGMP mikustry
rbplrt* 7157-* eik snlws ejdlst e ;8" crlwtn hrld ibw krmiobrs .@jerob* 7157-)
[nb Dmjjbiimejs* ehhjubit eik nmcnjy bku`etbk* kbdeik gbttbr gbbr bxpbrmbi`bs eik
epprb`metb quejmty lvbr prm`b) [nms nes jbk tl ei bdbrcbi`b lh `reht grbwbrs eik rbsujtbk mi wnet
`ei gb `ejjbk tnb ‚@reht Gbbr Wbiemssei`b— .Cljkeddbr* 711>-) [nb lpplrtuimty hlr tnb `reht
gbbr mikustry jmbs mi tnb uiteppbk im`nb gbtwbbi tnb dlrb ups`ejb wmib krmiobrs eik tnb dlrb
gjub$`ljjer gbbr krmiobrs) Smtn uimqub prlku`t kbvbjlpdbit eik e dlrb wmib$jmob bxpbrmbi`b*
7/23/2019 Craft Beer- Catering to a Whole New Customer
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;
wmtn gbbr$testmic rllds eik grbwpugs* tnb `reht gbbr mikustry nes ettre`tbk e jlt lh wmib krmiobrs
.Seribr* 7151-) [nb `reht gbbr krmiobrs bxpb`t tnb sdejj* lhtbi nldb$gesbk* grbwbrmbs tl lhhbr
`ustldmzbk bxpbrmbi`bs eik `nlm`bs* eik ilt fust lib m`lim` vermbty) [nby prbhbr vermbty eik e
hujj hjevlrbk gbbr* retnbr tnei tnb lhtbi gjeik testbs lh tnb demistrbed gbbrs) [nby weit tnb `reht
gbbr tl lhhbr tnbd bxltm` testbs tnet erb eutnbitm`* uimqub* eik rustm`)
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hjevlrbk* lhtbi petrlimzmic tlib lh tnb demistrbed gbbr nlusbs .@jerob* 7157-)
Nlwbvbr* tnb prm`b lh tnb `reht gbbrs plsbs e gmc lgste`jb mi tnb mikustry“s rbvbiub strbed)
E``lrkmic tl Dmitbj Crlup“s .7151- rbsber`n* ;5" lh gbbr krmiobrs lijy guy `reht gbbrs li
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nmcnbr lpbretmic `lsts* deiy nldb$grbwbrmbs eik dm`rlgrbwbrmbs `jlsb lr erb sljk tl jercbr
ietmliej grbw nlusbs .Cljkeddbr* 711>-) E jlt lh tnbd lhtbi `jlsb bvbi gbhlrb tnby stert
gusmibss es tnby erb uiegjb tl cbt tnb grbw rmcnt lr he`b ltnbr lgste`jbs mi rbcujetmlis)
@li`jusmli
Es dlrb eik dlrb yluic pblpjb“s mdecmietmli ms `epturbk gy tnbsb `reht grbws* tnb sdejj
gut smcimhm`eit mikustry ms hmikmic ibw weys tl `esn mi li tnb `neicmic kbdlcrepnm`s lh ecb*
mi`ldb* eik bku`etmli) Es derobtbrs* wb ibbk tl gb `litmiulusjy ewerb lh `neicbs mi tnb
kbdlcrepnm`s eik `ujturb wmtnmi tnlsb kbdlcrepnm`s* tl gb egjb tl hujjy `epturb tnb mitbikbk
derobts) Dlrb tnei eiytnmic* tnb Dmjjbiimejs jlvb tl up tnbmr ’`llj“ he`tlr eik tnet ms wnet tnb
`reht gbbrs ibbk tl tercbt hlr tnbmr lwi crlwtn eik survmvej)
7/23/2019 Craft Beer- Catering to a Whole New Customer
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Wbhbrbi`bs
Seribr* E) C) .7151-) [nb Bvljutmli Lh [nb Edbrm`ei Grbwmic Mikustry) Fluriej lh Gusmibss
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@jerob* Fmd) 'Snl Ms [nb Ibw Gbbr @lisudbr<' Gbvbrecb Dbkme Crlup) I)p)* 5 Dey 7157)
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ibw$gbbr$`lisudbr$grbwbrs$rbeky$tl$sey$mnlje$eik$dlrb$tl$bxpeik$rbe`n,9)
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mi$plpujermty9)