What's On Tap?
On the other end of the spectrum, craft and microbreweries manufacture their own beer, and may sell through distributors or directly to bars. Due to their size, these companies focus marketing dollars not on Superbowl ads but on promotions that emphasise the quality of their products. "The advantage with microbrewers is that they want to be held to a higher standard," Wysopal said. "Importers and microbreweries typically use more expensive and more effective promotional products that are perceived to be more valuable." He also stated that, due to their smaller size, it is much easier to contact the buyers for these companies.
- Companies:
- Openers Plus
Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.