Battle For Space

                      It’s incredible to think that Guinness, Heineken, Bulmer’s and Budweiser were all micro brewers at one time, and all tell a great historical story. We forget the origins despite the millions of pounds spent to tell a story by these mega breweries now. Without giving you the history of these Breweries you don’t need to go far locally, to see how this is happing around us in the modern day with up and coming breweries like O’Hara, Porterhouse, Galway hooker and many more that strive to reach possible levels of the mega brewers.
                    The world has got smaller in regards trading but remains difficult to trade all the same, before the brewer’s problems were how we can transport from brewery to Bar, with little complicity other than operational. Compared with today, regulation sores with complex process in exports, import procedure, tax, duty and more.
                     We take these as part of trading in the ever shrinking boarders, with many companies struggling to achieve a connection. The questions that remain is supply and demand coupled with cost and space. 
                       Building the right data and connections lead to success, without the correct vision you will never receive market penetration let alone product display on the shelve. Taking time to explore the possibilities how you want to be see in trade is essential and not rushing in because someone heard of your product (quick sale – low volume).
                       Many companies have a lack of respect for planning and partnering with other to achieve their plans. People achieve the company’s goal not social media or an advert in a paper. People get your product on the shelve and not a newsletter you send to millions that has little relevant meaning to over half.

                       Time has seen many brewers finding it harder to place their product due to volume of products available to sell. There are thousands of products on the market how do you stand out? And please don’t say my product is the best on the market as your kidding yourself. Have you invested in planning (not just a business plan) real planning, design, engagement, CRM, employment strategy (not a title but a person), social media story line and website message engagement.
                       Digital marketing has grown over the past decade with its hunger for data they have seen many companies achieve their goals, but this alone will not gain you market penetration. Engagement with the data and People following up is key.

You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

William Bernbach

 Fact:

"Guinness has tripped and stumbled even more than its customers in repeat efforts to popularize lighter stouts. In 1979, it rolled out a low-calorie product called “Guinness Light.” People in Ireland still talk about the advertising campaign, which used the tagline "they said it couldn't be done." Apparently it couldn't. Guinness Light flopped so sensationally it earned the title “The HMS Titanic of stout products” from The Irish Times. Later came “Breo” (pronounced Bro), a white wheat beer that cost ￡5million to develop, and graced the bartops of Ireland ever so briefly in the late 90s. Irish people loved to argue about Breo, but they didn’t much like to drink it. It disappeared in 2000"