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Promotional needs for craft brew are changing with the return of THE CAN

Promoting craft brew used to be as simple as a new release and a bunch of brand evangelists. No so much anymore.

According to a Mintel research report, sales of craft beer have more than doubled from 5.7 billion in 2007 to 12 billion in 2012. Expectations are that market for craft beer will be an 18 billion dollar market by 2017.

Why such growth? Perhaps it is the authenticity of the product tapping into the consumer search for “real” product. Could it be that craft has become synonymous with the consumer search for products perceived to be more organic and less highly produced? Regardless, craft brew has become a beer industry powerhouse.

Along with this growth, craft brewers have begun to adopt marketing tactics more in step with their macro brewing cousins.

All hail the return of The Can.  Marketer’s beware of cookie cutter complacency. This is not beer can as usual. Specialty shapes and sizes are showing up on shelves. Four packs versus six packs, slim versus wide – craftbrewers are seeking to differentiate themselves from the ordinary. Industry standard displays will have to be tweaked or fundamentally redesigned to serve the needs of this growing segment. Research shows that a brew’s personality is a major selling feature for target markets.

Our thoughts … Time to crack open a can of your favorite brew and hit the drawing board. Craft brew promotion needs a new flavor.