tag:blogger.com,1999:blog-5738527488860615106.post5822675234775007911..comments2024-03-19T00:52:11.537-07:00Comments on Beervana Buzz: No Safety in Numbers: Understanding the BuyoutsUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-5738527488860615106.post-92025851979591909262015-10-08T16:30:28.626-07:002015-10-08T16:30:28.626-07:00We just had a smaller scale merger in Washington w...We just had a smaller scale merger in Washington with Pacific Brewing and Malting (Tacoma, Wa.) <a href="http://www.washingtonbeerblog.com/american-brewing-company-acquired-by-pacific-brewing-malting/" rel="nofollow">purchasing American Brewing</a> (Edmonds, Wa. just North of Seattle). Kind of interesting seeing a smaller, newer brewery expanding via acquisition of an aspiring regional brewery. Unknownhttps://www.blogger.com/profile/07093057049384055367noreply@blogger.comtag:blogger.com,1999:blog-5738527488860615106.post-17232989591263437572015-10-08T07:00:42.736-07:002015-10-08T07:00:42.736-07:00I think you underestimate the "brilliant mark...I think you underestimate the "brilliant marketing" of AB. You're looking at it through the lens of craft beer, which is an entirely different world. AB understands national marketing campaigns FAR better than any craft brewery. They understand how to roll out a campaign that includes not only logos and slogans, but beer mats, beer tents, etc. Beyond that, they can put ads on billboards, in legacy media, possibly on TV (at least in select markets), as well as giving dollar support to the kind of marketing typical for craft beer. They can do promotions and special events--all of which is SOP for their brands. Look at the way they're marketing Goose Island, which is a blueprint for all this. <br /><br />There are then acts a big brewery can take that are sort-of marketing: making sure beer appears on endcaps in supermarkets; pushing it out to non-craft retailers; putting it on draft at places like stadiums and performance venues. And on and on. AB looks weak because it's selling a declining product. Don't confuse that with poor marketing. In one way, AB remains the king of beers.Jeff Alworthhttps://www.blogger.com/profile/02930119177544342495noreply@blogger.com