TITLE

BUILDING A BEST-SELLING BEER

AUTHOR(S)
Hoyne, Andrew
PUB. DATE
April 2008
SOURCE
National Liquor News;Apr2008, Vol. 27 Issue 3, p49
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
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.
ACCESSION #
35235651

 

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