A short afternoon read about some of the tactics that big beer is taking to sell to the craft consumer. It truly is a different demographic to sell. Story, heritage, and a personal connection are huge. I watch it first hand, every day as corporate suits (well, polo and khaki clad sales reps) infiltrate the bars and open their checkbooks. Then you have scruffy looking bearded and tatted folks who have falling apart portfolio books slide onto a barstool and speak about their authentic crafted brews. The pitch isn’t polished, English majors cringe when overhearing the verbiage used. However, they speak from the heart. They are as authentic as their beer.

Some food for thought, look around the bar the next time you’re getting a pint. See who is trying to “sell” a portfolio, and see who is offering their product.

http://www.bloomberg.com/…/big-beer-s-curious-plan-to-sell-…