The partnership helps “pave the road through the world.”

– Ron Lindenbusch, CMO Lagunitas Brewing Company

When the fervent myopic voices rise against one business selling any part or all of their beer company to a larger entity, I say sit down and listen for a minute first.

Like Ron stated in his opening keynote address at the CIA recently, the channels that open up in a strategic and mutually beneficial partnership are incredible.

Regional, national, global. For businesses ready to jump into that stream, I say good for them! Success is everyone’s’ own definition and choice. And no one can or should be the judge of someone else’s decision to do so – or not.

I was applauding his address because of this and also his challenge of one association to limit the word “craft brewery.” Who’s to say what is and what isn’t?

To each their own beer.

To each their own beer.

Yes, size of beer business has a lot to do with entry to market and barriers inherent, as well as access to materials, position in line to get different goods and services, and marketing geography. The first part of the equation must be quality. With a quality product, everything is possible. Partnerships with global companies enable access to a world of more possibilities.

Plus – and I think this is a funny twist – most people jump down the throats of the Big’s, saying they bought them out. We forget: the Big’s only buy what’s available for sale from the sellers. So we must make sure we also state the smalls sold. Not sold out – that’s a short-sighted insulting concept to say the least. If you like a brand and support it, to me the continued support regardless of ownership does not transplant what the original brand is doing (until proven otherwise).

Support your local brewery. Support the breweries you like and drink. Welcome everyone to the table. Diplomacy is Queen.

Categories: Beer, Marketing, Something To Think About
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