One of the primary keys to any business success is a true focus and commitment to quality. Another that goes hand in hand is consistency.
Great brands are built so the consumer can count on them.
In the beer world quality and consistency are talked about quite a bit. I think the conversation was jumped started a bit more when Paul Gatza, the Brewers Association, dropped the f bomb emphasizing quality import at the 2014 CBC.
I agree. If you choose not to fully dedicate to quality, get the F out. Of any business. The world has enough crap, enough sub par junk, more than enough mediocrity and middling service, enough detritus for us to float on for millenia. And yet some people, breweries included, still keep pumping out junk.
And no, this is not where anyone can trash ABI or SABMiller. Quality and consistency has helped them build their global branded businesses, keeping the experience for the consumer, the same every single time.
Sensory Analyst Lindsay Guerdrum, New Belgium Brewing, gave an enlightening and very thorough sensory talk at the 2014 CBC (lots to take in this year…as usual). I want to share a bit of what I took from her talk to this end.
- Consistency + Quality = Key to Brand Success
- You absolutely need to know your customer; You need to know who you’re responding to
- “Make sure you’re shooting at the right target.”
- Beer is inherently the variable, there is no gold standard
- Aim for True To Brand; in lab speak – is it “Go” or “No Go”?
- “N” can never = 1 on a sensory panel. You need 3+ people on panels
And in her summation, I’d stand up and shout YES:
Never stop training.
Thanks to Lindsay and New Belgium for continuing to set the pace for quality and consistency. People don’t call the brand Fat Tire (vs. New Belgium ) for nothing. They know what they’re doing.