Any keen marketer will tell you that some of the strongest brands in the beer category have been built on the backs of great stories. Companies like Boston Beer, Sierra Nevada and Dogfish Head created highly recognizable brand identities by intricately weaving together convincing narratives with superb product offerings that stand out on the shelf.
But making a brand come to life – be it through storytelling, well-executed marketing initiatives or eye-catching packaging – is no simple task, especially for smaller, under-capitalized craft brewery owners.
That’s why Brewbound is delighted to announce that Christian McMahan, the managing partner at Smartfish Group, an east coast marketing, creative and design agency, will be speaking at the Dec. 4 Brewbound Session in San Diego.
McMahan, who has served in executive marketing roles for Heineken USA and Diageo as well as in sales roles with Boston Beer Company and Atlas Distributing, currently works with a number of small and regional craft beverage companies, helping to define their branding and marketing strategies.
In December, McMahan will share insights into the marketing and branding tactics that have enabled his clients reach their desired consumers in an efficient and cost-effective fashion. Drawing on his experience from working with a mix of new, maturing and established beverage companies, McMahan will provide case studies of successful (and unsuccessful) storytelling initiatives, and explain the specific ways that craft brewers can compete in today’s crowded marketplace.
The Brewbound Session, which will be held at the Paradise Point Resort & Spa, is a full-day conference for beer industry professionals. The event focuses on the strategic marketing, brand building and business development issues that most directly impact craft brewers. A variety of distribution, retail, investment and branding discussions are offered.
Early registration pricing for Brewbound Session San Diego ends THIS WEEK – Sign Up Now!
About Christian McMahan:
Christian McMahan is Managing Partner at Smartfish Group, an east coast marketing, creative and design agency. Christian has over 20+ years of beverage and marketing experience including his work as Chief Marketing Officer for Heineken USA where he led the US marketing efforts for Heineken, Dos Equis, and Newcastle Brown Ale among their portfolio of brands. Prior to Heineken, he served as Vice President of Marketing for Diageo North America overseeing the marketing for their global beer portfolio in the US including Guinness and Red Stripe. His extensive beverage experience also includes work at the Boston Beer Company, brewers of Sam Adams. Christian has been a digital/social media pioneer in the beverage segment and has been profiled in ABC News, CNBC, Forbes, and The Wall Street Journal.
About the Brewbound Session:
The Brewbound Craft Beer Session is a business conference addressing the topics that most directly impact the decisions craft brewers are faced with as they look to grow their brands. The event focuses on the business side of craft, offering brewers a unique opportunity to learn from and network with industry experts.