Brewing Success
Lessons on providing promotional solutions to three divisions of a craft brewery
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However, there is always an exception. In Tröegs' case, the company has branched into branding its beers via neon signs, but that decision is on a case-by-case basis. "We have a neon right now for Perpetual IPA, which is our fastest-growing brand, so that beer, based on how fast its selling, we're trying to look for individual pieces that work for that beer because the beer's getting a lot of regular placements. … It's a nice distinctive sign and it puts off a good image that goes with the brand," Yashinsky said.
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Amanda L. Cole
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Amanda L. Cole is the editor-in-chief of NonProfit PRO. She was formerly editor-in-chief of special projects for NonProfit PRO's sister publication, Promo Marketing. Contact her at acole@napco.com.
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