Hoyne, Andrew
April 2008
National Liquor News;Apr2008, Vol. 27 Issue 3, p49
Trade Publication
The author offers advice on building a new brand of mainstream beer. He states that consumers rank the taste of beer as the first factor of their loyalty to the brand. He cites that the reason why the majority purchase mainstream beers is because these beers represent limited social risk. He recommends selecting an animal that people admire for its courage or strength in establishing brand identity.


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