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Brooklyn Brewery has been making craft beer but in an increasingly saturated marketplace, Brooklyn Brewery is under constant pressure to remain relevant. Ben Hudson Marketing Director at Brooklyn Brewery, notes that "the industry is moving into a phase that's more marketing-driven", where storytelling and presentation are vital to differentiation.
Hudson at Brooklyn Brewery believes that many marketing stunts that might have previously raised a brand's profile significantly have now become completely present, such as the beer dinner or the tap takeover. Every craft brewer is using the same playbook, so pulling the same levers no longer differentiates you.
And in an arena that's as crowded as the beer industry standing out from the crowd is essential. In the US, alcohol producers are not allowed to sell directly to consumers, which means that distributors become the key to craft breweries' success.
Craft beer is also currently the most profitable sector of the market; as a result, distributors have begun collecting a whole bunch of craft brands to sell to the public. However, because each craft beer is produced by a different brewery, distributors no longer have the resources to market each brewer individually. It is now up to the brewers themselves to market their product and raise awareness.
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