Page 28 - Beverage Master February March 2020

Craft Beverage

How Craft Beer Producers Can

Incentivize Distributors and Wholesalers

to Help Them Go to Market

By: Nichole Gunn, Vice President of Marketing and Creative Services, Incentive Solutions

A s a craft beer producer, competition keting. But will that really make a splash? Think
is fierce. According to the Brewers
of the hundreds of millions in media spend by
Association, there were 7,346 craft beer
against.
producers in the U.S. last year competing beer companies every year that you’ll be going up
for $27.6 billion in sales. That’s a lot of beer! And,
that doesn’t even take into account competition Could there possibly be a more efficient way to
from “The Big Five” or import beer for shares of the use that marketing spend? For craft beers produc-
overall U.S. beer market. ers who are trying to go to market, it’s important
to sit down and ask yourself, “Who has the biggest
For craft beer producers who are looking to scale impact on whether or not end consumers find my
and increase sales, it might be tempting to start beer? And how can I motivate them to prioritize my
pouring your marketing funds into consumer mar- business?”

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