Stone Brewing Co. CEO, Greg Koch, on four keys to marketing success
Stone found a following among craft-beer enthusiasts and is now the 10th-largest craft brewer. Below, Koch shares his tips for building a $100 million business without spending a dime on advertising.
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Breweries: Stone Brewing Co.
Doesn’t hurt coming of age in the digital communication era. I think that is one thing always blatantly overlooked and one that all craft brewers are not going to be able to count on in the coming years. Every market has its limit in upward mobility without eventually trying to get their message out to a higher number of people as efficiently and cost effectively as possible.
The David versus Goliath tale is no longer going to cut it as David starts to battle sons of David.
Unlike the banking industry and auto industry (the latter with its enormous unions that needed floating) big beer will not be “too big too fail”. Budweiser, MillerCoors will eventually go the way of core American bland brands before them, fail to make quarterly dividends, won’t be able to draw any leadership they could afford to paint a better picture for them, crash and burn.
Underneath is where the real action will occur.
The breweries that spend more of their time focusing on making great beer and less on pontificating about the state of business will stand a far better chance of surviving