Be In It For Good

  • Remain connected to the experience and flavors
  • Be generous hosts – make everything feel easy
  • Who are you, what do you want, what do you want to say

The above thoughts all came from a friend and colleague whom I much admire, like and respect; Fred Bueltmann, New Holland Brewing & widely known as the Beervangelist.

Fred’s words often resonate with me as I believe the philosophy of what he is communicating is not prevalent enough in the industry. I’ll expound.

1. Remaining connected to the experience is where the consumer starts. The consumer wants to connect with your beer and brand. The industry professionals already involved need to constantly and emotionally remember this every day. The customer is who you are making the beer for. Yes, you have to love it yourself to really do it justice. That said, you can’t drink it all yourselves so keep one eye on the customer, always.

Be in it for good.

Be in it for good.

2. Remain connected to the flavors. I am a huge proponent of flavor, not style. Consumers 1. Don’t necessarily know about style 2. Consumers don’t necessarily care about style if they do, 3. Flavor is where the conversation needs to start with everyone, no matter their experience. Flavor is a common ground topic. Every one tastes and explores flavors. Start with this common denominator to make steady constant progress.

3. Be a generous host. Do all of your guests feel welcome to the brand? Do they buy your products on sale or off sale or both? What does the environment in which they purchase your beer look like? What do the labels look like? Who do they speak to? Who do they repel? Being generous implies a cognizance and awareness of Who The Customer Is. Many times the “who” is she.

4. Make everything feels easy for the customer, including buying your product and consistent taste of beer. Attention to quality is key here. Successful businesses, otherwise known as brands, build their worlds on consistency. Something the consumer can count on, to return to over and over again, for the experience they are looking for. How specifically consistent? That’s up to the company and what they want to be consistent. I can guarantee if you have a flagship beer (or more) they must be the same, every time to the consumer.

5. Who are you? Who you are is part of the story. The story is what the consumer, especially the female buyer and consumer, want to know and embrace. The story makes a brand.

6. What do you want? Knowing what your goals are, aka what do you want, is critical in every endeavor from playing musical chairs (I want to be around til the last chair) to businesses (I want to deliver a delicious high quality product every time).

7. What do you want to say? Communication is addressing your story and message forward, it’s called marketing – bringing your product to market. It’s a good word and a principle concept in building and sustaining a solid beer company.

Your female customers deserve no less. You deserve no less. Be in it for good.

Comments »

Keys To Business Success: Quality & Consistency

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.

Quality + Consistency = worthy brands

Quality + Consistency = worthy brands

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.

Do you?

One comment

One comment »

Beer Vigilance

“You must be absolutely vigilant to what your beer looks, smells, and tastes like to the consumer.” – Kim Jordan, New Belgium Brewing, CBC 2013

Success isn't a long shot if you're vigilant.

Success isn’t a long shot if you’re vigilant.

I’d agree with Kim on a number of levels.

1. WEB studies women and beer. We get direct input from women about wanting to go-to beers they can rely on. Reliance is dependent on consistency and expectation of anticipated experience. We can state factually that this will help your brands be successful with female market share.

2. Consistency indicates constancy to purpose and dedication to making something great (presumably) over and over again. That unto itself requires a commitment to repetition and redundancy, in the name of building a solid brand.

3. If you can’t repeat a feat and it’s one that should be able to be repeated, there’s work to be done before it gets to the consumer.

Beer brands take note: You MUST be able to repeat the beers you make. If you can, you’ll build a brand. If you can, you can build a company. If you can, you can build a culture that women will want to support and enjoy.

Distributors and Retailers take note: You MUST be strong in your knowledge of what quality is and consistency will follow. Customers want both of these things. And reputable brewers do as well so support the ones who are vigilant and you’ll be successful as well.

“See consumers as partners. Consumers are counting on us.” – Kim Jordan

If you can. And we all can. It’s a choice. Be vigilant and be successful.

Comments »