Anyone can manufacture a brewery brand these days. Just put a mucky spin on an old normcore IPA homebrew and package it in a contemporary stovepipe can that opens 360 degrees at the top. Put a cornhole board on a patch of dirt in the courtyard and host a Tuesday euchre tournament for any displaced Midwesterners that are willing to drain your inventory of that Busch Lite rice lager clone. Set up a merch wall with post-ironic yacht rock rope hats and tri-blend hoodies that make the skin absolutely sing. Package it all up in a script logo that utilizes a plus sign instead of an ampersand to marry two unrelated ideas together, like “Antler + Oil,” and you’ve got yourself a sparkling half-carat brewery starter kit. In this expeditiously exploding craft beer market, having business gadgets is helpful, but it only allows for enough energy to persuade people to give your brewery a chance … and not necessarily become outright A+O loyalists. For that, a brewery needs two legitimizing qualifiers: great beer and a genuine personality. The “great beer” aspect is self-emblematic, of course. But how does a brewery integrate a personality with actual, organic appeal to an oversaturated… Read full this story
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