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Saturday, January 12, 2013


Brian Jensen, owner of Bottlecraft Beer Shop and Tasting Room, San Diego, California
BE MARKETING SAVVY--By Holden DeMayo [@holdendemayo] Every business that hopes to make a living in retail needs to have a heads up when it comes to marketing to the public.  In a nutshell, the companies that are creative in communicating “what they sell” to the public will survive in any economy.  That’s my call after 40 years in the magazine business.  Advertise.  Use Social Media.  Have a PR and Marketing plan.

One savvy company that successfully sells craft beer to the public is called Bottlecraft Beer Shop & Tasting Room.  Just after the first of the year, Bottlecraft marketing gurus published a story on their blog that shows how savvy the retailer is when talking beer, especially craft beer.

As part of Bottlecraft’s outreach blog they compiled a “what’s ahead in 2013 in craft beer circles.”  They asked the leading lights in the beer community for predictions.  Pretty crafty piece of work.   Here’s a sample of what Bottlecraft has to say about 2013:

The Year Ahead: What to Expect in 2013:
Asking experts from the San Diego beer scene what they expected to be the main beer trends of 2013:

Here are their answers:

Colby Chandler, Specialty Brewer at Ballast Point:
“Diversity in available beer styles.  New breweries will be looking to produce previously unpopular styles to help cut out a piece of the big beer pie.”

George Thornton, Owner, Brewmaster of the Homebrewer
“I think the trend towards lower ABV, balanced beers will contribute to grow in the USA, and this may even play a role in some craft breweries dropping out of popularity, as they won’t be able to hide behind booze and gimmicks.  Breweries are going to play around with more recipes that feature adjuncts, more rye, more oats in varying styles, etc.  I hope to see more gluten-free beers that don’t suck.”

Nat Soroko, Toronado:
“Trend wise I see more females getting involved, I see more areas starting to make moves and softening liquor laws to encourage their states breweries. California and San Diego will be fighting to stay on top.”

Mike Shess, Publisher West Coaster Magazine:
“I’m hoping for some new brewpubs to open up.  I think there will be growth in “traditional” beer areas such as downtown and North Park, but I think many new neighborhoods will start catching on.  With so many breweries in the area, why doesn’t Mira Mesa have a killer beer bar or bottle shop?  Same with Vista.”

Brandon Hernandez, Local beer and food freelance writer for The Reader, West Coaster Magazine and Pacific SD Magazine.
“As for beer, more session ales and beers that are crafted to take on popular food flavor combinations like mint-chocolate, s’mores, peanut butter and chocolate, etc.  As for the beer scene, I foresee movement veering back to the origins of the art of brewing where there are more breweries with lesser reach by design.  In the earliest days, brewers brewed to supply their immediate town or region with beer.  I predict more entrepreneurs will open brewing companies without the aspiration to take over the world, but instead, the main goal of being their neighborhood’s place to go for good beer.”

Go to Bottlecraft’s facebook page for the complete article.

Little Italy store: 2161 India St., San Diego, 619-487-9493
North Park store:  Soon to open at 30th & University Avenues

More about Bottlecraft:

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