OnTap Magazine

GOING PRO Let me ask you a question. What is the main difference between macro breweries and craft breweries? You might be thinking that it's the volume of beer they produce. I would argue that it isn't. By that definition, any mass market brewer can simply brew less beer and magically transform into a craft operation. And that’s just not how it works. What makes craft breweries different is the central role that experience plays in their sales and marketing functions. CRAFT BEER 3 MARKETING STRATEGIES MARCEL HARPER FOR CREATING AN AWESOME BEER EXPERIENCE ontapmag.co.za | Autumn 2022 | 45