Your tour departs after breakfast for Windhoek with a stop at the local craft market in the main street
of the craft market in the main street of the capital city, before arriving at your hotel
(This happens constantly in beer geek circles and skews a lot of analysis
of the craft market.)
There are a lot
of craft markets out there, but Main Street stands in a class of its own.
Not exact matches
Investors are finding that a more fluid definition
of that category helps when
crafting a
market - beating portfolio.
Sales
of craft beers — which take up an estimated 10 percent
of the suds
market — were up 18 percent in the first half
of last year.
And it's the phase in the buying process where the
craft of marketing is at its most potent, its most creative and its most respectful
of the consumer.
But as the
market has diversified (
craft beer sales now represent 19 %
of B.C.'s beer
market), niches and specialities develop; yet there's no allowance in most Canadian
markets for a store that offers, say, only lambic beers or just fine whiskeys.
The world's biggest beer makers have been angling to tap rising interest in the
craft category, which generated $ 19.6 billion in retail sales last year and now accounts for 11 %
of the total beer
market, according to industry trade group the Brewers Association.
When large - scale beer concerns buy
craft brewers like Ballast Point and Lagunitas, sales
of their ales are no longer deemed «
craft» — though they are often still
marketed and stocked as a
craft brewer.
It was the culmination
of months
of perfectly
crafted marketing designed to escalate fan anticipation.
AB InBev has made inroads in China's small but fast - growing
craft beer
market, which analysts say may account for as little as 0.1 %
of the country's $ 80 billion a year in beer sales, but which may also be growing at triple - digits in the major cities
of Beijing, Shanghai, and Shenzhen.
«The innovative nature
of these
craft brewers has driven this
market,» said Watson.
While fluctuations in the global price
of coffee on the commodity
markets led industry behemoth Starbucks to boost its per - cup price tag last month, a growing share
of consumer dollars are going to higher - cost specialty or
craft coffee.
Marketing is a fast - paced
craft that requires a certain degree
of mental discipline and organization skills.
But
craft beer now controls 11 %
of the total U.S. beer
market, up from 5 % in 2010, according to trade organization The Brewers Association.
Craft beer lovers also tend to stay abreast
of local trends in the
market and are generally eager to try something new.
While the majority
of entrepreneurs had a handle on their
craft, they had no idea how to
market their businesses.
Sticking with the term «
craft» for its
marketing of Blue Moon has gotten MillerCoors into some hot water.
The
market share within
craft has grown from 1 % to over 3 % over that period within the U.S. Heineken's beer volume growth, like other big brewers, is far slower, rising 3.6 % in the Americas in the first half
of 2015.
«And that's different for all
of the
marketing arms, who are used to controlling messages and
crafting an image and a brand.
In the three decades it's taken him to build a company with a
market cap
of more than $ 2 billion and capture 1 percent
of the U.S. beer
market, Koch has been building an internal «
craft culture» that mirrors processes for making the company's signature Samuel Adams Lager.
While it remains to be seen whether an approved merger
of Anheuser - Busch and SABMiller will have a negative impact on
craft beer, chances are good that a more dominant player in the global
market will lead to new challenges for some smaller breweries.
The deal gives Lagunitas access to the resources
of the world's third - largest brewer, which has a plan to take
craft beer to the global
market.
Here, in the outskirts
of Sacramento, a handful
of government workers face a daunting task: By Jan. 1,
craft regulations and rules that will govern the state's emerging legal pot
market, from where and how plants can be grown to setting guidelines to track the buds from fields to stores.
That's an important lesson for busy companies who don't work hard enough on
crafting a positive staff culture or who confuse authenticity with some sort
of marketing message.
For me,
marketing is the process
of understanding a person's values and desires at the deepest, core level; it's ensuring that services and products solve people's problems at that level; and it's
crafting marketing campaigns that communicate and connect with a sharply defined audience.
If well -
crafted, a company narrative can result in a word -
of - mouth effect that turns customers into advocates and drives awareness minus a big
marketing budget.
Beer has the same kind
of market distribution: 10 percent
craft beer and imports, and 90 percent industrial.
Etsy, a Brooklyn, New York, website, is a virtual
crafts fair at which artisans
market handmade walnut coffee tables and lamps made out
of vintage glass coffeepots.
He says GoldieBlox is indicative
of a larger industry trend
of crafting traditionally boy or girl toys to appeal to the opposite sex, pointing to the «Lego Friends» line introduced last year and
marketed to girls.
In 2008, she became president
of North American
crafts chain Michaels Stores, which gave her the first taste
of the Canadian
market.
Online
craft markets are an easy way for crafters to build a web presence without the hassle and cost
of creating their own websites.
Bolanile Maté
of Be Better Paris explains how HopBuddy distributes beer and is helping to grow France's burgeoning
craft brew
market.
Big Beer's
craft founders hate the fight over what is or isn't
craft (mostly because they want to keep
marketing their beers that way regardless
of ownership).
Koch is referring to the
market share
of the
craft beer industry.
Small,
craft brewers have increased their U.S. revenue share from 6 percent in 2006 to 21 percent in 2015, despite the top two beer companies owning more than 70 percent
of the
market.
This means developing products that are easy to use, delivering meaningful value to customers, building sales teams that are enjoyable to work with, and
of course,
crafting marketing campaigns that resonate.
And things haven't slowed down — the brewery is growing at nearly double the rate
of the
craft beer
market.
Last year,
craft brewers grabbed a 21 % share
of the U.S.
market by dollar value.
As there are businesses that are really built on business model change, or on seeing new
market opportunities, it will be more about the application
of technology and creating a product that is custom -
crafted for new
market opportunities.
Some experts say «
craft» can capture as much as 30 %
of the
market in the beverage world — none
of the sub-segments are even close to obtaining that
market share.
With pricing competition at an all - time high, retailers have to think outside
of the box when
crafting a
marketing or promotional strategy for their online store.
Retail dollar sales
of craft increased 8 %, up to $ 26.0 billion, and now account for more than 23 %
of the $ 111.4 billion U.S. beer
market.
Overall U.S. beer volume sales were down 1 % in 2017, whereas
craft brewer sales continued to grow at a rate
of 5 % by volume, reaching 12.7 %
of the U.S. beer
market by volume.
And during thousands
of interviews with consumers about how they use different products and services and respond to
marketing messages, I have honed the
craft of ferreting out telltale signs
of lies and omissions.
Those who are more committed tend to spend more
of their total
marketing budget on content
marketing, place more value on creativity and
craft in content creation, and have better processes for content production.
It's been growing nicely in high - density, urban
markets and we are bringing in Mono to help us think through the next chapter in the Peroni growth story,» says Pete Marino, president
of MillerCoors»
craft and imports division, known as Tenth and Blake.
While beer sales rose 0.5 percent in 2014,
craft beer sales rose by 17.6 percent to capture 11 percent
of the U.S.
market.
With 70 seats, this is the largest
of the three Riverside
Markets, which specialize in
craft beer.
And the longtime federal employee is also happy her first how - to book will be available at bookshops and at a local chain
of craft stores, tapping into a
marketing niche.