Home Must Reads Branding becoming crucial for craft brewers

Branding becoming crucial for craft brewers

| Print |  Email
Must Reads
Friday, May 24, 2013

With so many new beers and breweries in Oregon, craft brewers are having to find new ways to stand out from the pack.

"How is a beer supposed to speak for itself when it's in a bottle on a shelf? You know you can do amazing things, but unless you're building that bridge or connection to the consumer, they're not going to find out about it."

Evers says creating a brand involves more than just slapping a label on the outside of a bottle or convincing a bar owner to hang up a neon sign with the name of your beer. He says when it's done right, branding expresses what the product is about and what's important to the people making it.

"And it's not just advertising. It's not just packaging. It's everything that that company does. It's their employment policies, the trade policies that they adopt, what does the president say in a press release. All of those things inform an impression that somebody has around a brand."

Read more at The Daily Astorian.

{biztweet}craft brewery{/biztweet}

 

More Articles

A Good Leap Forward

September 2014
Wednesday, August 27, 2014
BY AMY MILSHTEIN

Agriculture businesses ramp up to meet international demand as workforce and succession challenges loom.


Read more...

What I'm Reading

October 2014
Thursday, September 25, 2014

Nick Herinckx, CEO of Obility, and Jake Weatherly, CEO of SheerID, share what they've been reading.


Read more...

Semiconductor purgatory

News
Monday, October 06, 2014
roundup-logo-thumb-14BY LINDA BAKER | OB EDITOR

Intel's manufacturing way station; Merkley's attack dog; Diamond Foods gets into the innovation business.


Read more...

Gender Code

September 2014
Tuesday, August 26, 2014
BY COURTNEY SHERWOOD

Janice Levenhagen-Seeley reprograms tech.


Read more...

Report Card

September 2014
Tuesday, August 26, 2014

Strong public schools shore up the economy, survey respondents say. But local schools demonstrate lackluster performance.


Read more...

100 Best Nonprofits to Work for in Oregon [VIDEO]

News
Thursday, October 02, 2014

Screen shot 2014-10-02 at 11.17.21 AMMore than 5,500 employees from 180 organizations throughout the state participated in the 100 Best Nonprofits to Work for in Oregon project.


Read more...

Powerlist: Law Firms

October 2014
Thursday, September 25, 2014
BY KIM MOORE

A conversation with leading partners at law firms in Portland and eastern Oregon, followed by October's powerlist.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS