What's On Tap?
Beer, branding and the secret to success in the bar industry
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This emphasis on beer branding is a trademark of the industry—people are loyal to their drink of choice, and like to showcase their pride. What's more, restaurants and taverns are eager to display to patrons what they offer; few industries not only accept, but encourage, the use of branded products like the service industry. "When someone brings in a keg, I always ask, 'Do you have a tap? Do you have glasses?'" O'Neill said, adding, "It's okay if they don't, but it's nice to have brand artwork in here." You can drink to that.
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Kyle A. Richardson
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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.
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