Jennifer Nead, Trade Marketing Manager at Goose Island Beer Co.

Between daydreams about running her own vintage motel or drive-in, Jennifer Nead plays a crucial role in connecting Goose Island Beer Company to its core audience. She thrives in the fast-paced beer industry where no two days are the same, blending traditional retail strategies with new innovations to craft consumer experiences that become cherished memories.

?? Goose Island Salt Shed Pub

?? Ian Vecchiotti

What's the one thing you want people to know about Goose Island?

Goose Island are innovators at our core and pioneers in the craft beer industry. Over thirty years ago we are credited with creating the first bourbon barrel-aged stout as seen in our Bourbon County Stout brand. It’s now a common practice in beer making. Even today, in a highly saturated craft market, we are continuing to lead the industry in style and flavor innovation.

What challenges or opportunities do you face in your current role?

In the consumer packaged goods space, there’s a pretty standard formula on how we have been promoting our brands in the trade. I feel the greatest challenges and opportunities lie in answering the questions How do we incorporate new ideas and technology in retail to enhance the consumer experience? How do we get retailers to buy in on these new innovative strategies? And how do we incorporate these practices into a distribution and sales network that has been accustomed to the traditional ways of working for decades?

If you had the opportunity to mentor your younger self, what advice would you give regarding your ambitions?

I have a couple. First, don’t be afraid to fail. I think I was so worried about making mistakes early in my career, it kept me from learning important lessons which I eventually had to learn a little later and a little harder than I should have.

Second, don’t forget to take a step back every once in a while and acknowledge everything you’ve experienced and accomplished. At times, we’re working so far ahead and on so many projects, we don’t have time to really take it all in. Sometimes I forget to sit back and say “wow, look at what we did.”

?? Read the complete interview at...?

https://www.teamcornett.com/behind-the-brand/jennifer-nead