Solving Craft Beer's Fun Crisis

Name: Solving Craft Beer's Fun Crisis
Uploaded: 2025-12-11T13:06:00-05:00
Duration: 31 min 27 s
Description: How can craft brewers bring the fun back? New Belgium CMO Rebecca Dye Yonushonis will share the ways the brewery is attempting to solve the industry’s fun crisis, what the company has learned about shopping patterns and why a one-size-fits-all approach to beer’s top channels doesn’t work in 2025.

Dec. 11, 2025 at 1:06 pm

How can craft brewers bring the fun back? New Belgium CMO Rebecca Dye Yonushonis will share the ways the brewery is attempting to solve the industry’s fun crisis, what the company has learned about shopping patterns and why a one-size-fits-all approach to beer’s top channels doesn’t work in 2025.

Transcript

Speaker 1 [00:23] Fun is the number one occasion in which beer does not meet modern drinkers' needs, which sounds absolutely bonkers. That learning came from New Belgium studies into shifting consumer behaviors to find out why some drinkers are exiting the beer category for other types of beverages. Apparently they think beer is not fun and other things are. So let's break it all down, figure out why that might be, and what we can all do about it. Please welcome to the stage New Belgium Chief Marketing Officer, Rebecca Dai Yannini. I don't know why I'm logging. I'll be right here and then I'll…

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Transcript

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