Ask any craft brewer for the keys to a successful rollout, and you’re likely to get a mixed bag of responses. Some will explain that a great tasting, well-differentiated product will sell itself. Others will say that a unique story is absolutely necessary if you want to catch the consumers’ attention.
The truth is, there is no magic bullet. Executing a successful rollout — be it a new product introduction or a new market entrance — requires great business planning, unique product offerings and an army of knowledgeable sales reps working the retail chains.
Last week, Brewbound traveled to the Great American Beer Festival in Denver, Colo. to ask brewers just how difficult it has become to launch a new beer in today’s crowded landscape. Those responses are featured in our final video segment from the 2014 GABF, included above.