Marketing in the news how marketing beer is changing

      

     

    The article that led me to both data centers and Jason Kelce's ad collaboration with liquid death was an article on Marketing Dive called Midsize brewers shake up marketing strategies as Americans drink less  what drew me in is that I am a home brewer and find news on beer or other spirits interesting. 

These days according to the article Americans are drinking less which means that companies must find new ways to keep profits up. The main ways breweries have been doing this is either by increasing their marketing budgets, switching their CMO's or coming up with interesting ads such as Jason Kelce and liquid death

   

According to the article Big brands such as Boston beer have seen an increase in their advertising expenses by 16.4% it has gotten to the point where their owner and founder Jim Koch has removed all funding from brands until they can prove that they can improve sales. The interesting part is that non-alcoholic beverages are seeing an increase in sales; Athletic brewing being the biggest company, holding 20.7% of the off-premise non-alcoholic beer market share.

 

Garage Beer is one such brand that is not a non alcoholic beer but is using their value proposition of, crisp, uncomplicated, no-gimmick beer-flavored beer, and the use of crude humor, authenticity and Jason Kelce in their marketing to get a leg up on others in the industry.

https://www.marketingdive.com/news/how-garage-beer-wins-with-content-community/815099/ 

While many Americans are consuming less alcohol, those who enjoy craft beers are drinking more from craft breweries. While Garage beer is not considered a craft beer company now they did begin as a craft beer company. Since Jason and Travis Kelce invested into garage beer production as scaled rapidly. 

With many issues facing the brewing industry the marketing of garage beer is definitely interesting and stands out. While I am not going to be running out to the store to buy either liquid death or garage beer this article and ad have led me to learn more about the company and the ad is one that is remarkable enough that I would stop and watch it. I'm not sure I would have gone the same route as them. I don't really want to think of pee when I am drinking a beer. I would have changed that aspect of the commercial to something different although I do like it in terms of poking fun at how much water a data center must consume.   

    The article made me wonder which beer companies will be able to pivot in this market and keep their sales up and which ones are going to fail. Which companies will find ways to innovate and be creative or which ones will fail to change to compete in today's markets.

 

https://drinkgaragebeer.com/