Freedom to Experiment
One thing which attracts many beer lovers to craft and micro ales is the wide range of flavours and types. The micro-brewers increasingly need to offer something unique and special in order to be taken on by drinkers.
This is something that the larger breweries don’t need to do as they can rely on effective marketing campaigns – be it lifestyle advertising or big branding exercises with glasses, posters, competitions, and the like.
Daring to head back to the drawing board and take a chance with a new line or flavour might be something to try. Possibly in the form of collaborations.
Seasonal Products As Opposed To Seasonal Advertising
Likewise, seasonal products are a very attractive aspect of micro-brewery output. Production on a small scale allows shorter runs of products and therefore less risk that the “May Day Weekend Bramble Ale” will go out of date (in terms of reference) before it is sold.
The big brewers promote their product with seasonal advertising and packaging come Christmas, summer and things like the World Cup; but the drink itself rarely changes, if ever.
Even if it’s a loss leader when doing it on such a grand scale, could this be a way the big brewers could crib from the techniques of the smaller players?
Okay, I know, it’s superficial and a bit shallow, but it’s always nice when your beer can make you smile before you’ve even tasted it because the label looks great. Even if it’s just a witty name or some creative artwork; this is something that the big, well-established breweries ignore.
Come on, show a bit of character. You might enjoy it as much as us.