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

Reader Input: Rx for Health Care

July/August 2015
Wednesday, July 15, 2015

We asked readers how Obamacare has impacted their business.


Read more...

Business partnerships: taming the three-headed monster

Contributed Blogs
Monday, July 06, 2015
070615-businessmarriagefail-thumbBY KATHERINE HEEKIN | OB GUEST COLUMNIST

Picking a business partner is not much different than choosing a spouse or life partner, and the business break-up can be as heart-wrenching and costly as divorce.


Read more...

Quake as metaphor

Linda Baker
Tuesday, July 14, 2015
071515-earthquakia-thumbBY LINDA BAKER

The Big One serves as an allegory for Portland, a city that earns plaudits for lifestyle and amenities but whose infrastructure is, literally, crumbling.


Read more...

Department of Self-Promotion

Linda Baker
Tuesday, August 04, 2015

061715-awards1Oregon Business wins journalism awards.


Read more...

Bendafornia: What’s driving the Northern California migration?

Contributed Blogs
Wednesday, August 05, 2015
bendiforniathumbBY KEN MAES

A huge migration from Northern California has contributed to average 16% growth per year since 1990.


Read more...

Brain Storm

July/August 2015
Monday, July 13, 2015
BY CAMILLE GRIGSBY-ROCCA

Can the brave new world of neurotechnology help an OHSU surgeon find a cure for obesity?


Read more...

Child care challenge

September 2015
Wednesday, August 26, 2015
0927OHSUhealthystarts-thumbBY KIM MOORE AND LINDA BAKER

Child care in Oregon is expensive and hard to find. We delved into the numbers and talked to a few executives and managers about day care costs, accessibility and work-life balance.


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