Garrett Oliver: The New Brew on the Block

Question: How do you market a new beer?

Garrett Oliver: Well, I mean there any number ways to market a new beer. It partly depends on how much money you are working with. If you are doing it the way that we do it, it really depends on whether or not it's just a specialty small thing or whether we're actually bringing in-- this happens relatively rarely because we create so many beers--but an actual we call a line extension meaning that it's permanent new type. In which case we work more with getting the beer in front of people. We want people to taste it and if they taste our beer we have enough confidence in it that we think that people are going to want it and hopefully buy it. So that's really what the way that we tend to do most of our marketing. We're not spending money on television ads or whatever else we put the beer in people’s hands and say taste this and that's really for us the most effective thing and that is why I've done, one reason why I;ve done so many beer tasting and dinners and events all over the world for all these years.

Question: What is the biggest micro-brewery success story?

Garrett Oliver: That is hard to say, I mean there are a lot of success stories in United States, I mean we have 13,000 breweries now in the United States, and we are we have now gone from I don’t think most Americans would realize this that we have gone from say 20 years ago a situation where we took all of our. Inspiration from Europe to a situation now where every one tends to look to the United States for inspiration when it comes to brewing because we have the most interesting dynamic brewing culture going in the world. So when you go to the Denmark and you go to Sweden and then you go to UK and you go around the rest of the world you see people brewing and what is referred to often as the American style which is bold and innovative. As supposed to what the American style would have meant 20 years ago, which meant we can water it, so it is really been this transformation.

 

Recorded On: 3/25/08

 

 

Of all the experiments, only a few become brewery staples.

How to split the USA into two countries: Red and Blue

Progressive America would be half as big, but twice as populated as its conservative twin.

Image: Dicken Schrader
Strange Maps
  • America's two political tribes have consolidated into 'red' and 'blue' nations, with seemingly irreconcilable differences.
  • Perhaps the best way to stop the infighting is to go for a divorce and give the two nations a country each
  • Based on the UN's partition plan for Israel/Palestine, this proposal provides territorial contiguity and sea access to both 'red' and 'blue' America
Keep reading Show less

CNN files lawsuit against Trump administration

The lawsuit claims the administration violated the First Amendment when it revoked the press credentials of reporter Jim Acosta.

(Photo by Al Drago - Pool/Getty Images)
Politics & Current Affairs
  • CNN reporter Jim Acosta's press credentials were revoked following a heated exchange with President Donald Trump on November 8.
  • The network filed a lawsuit against the administration on Tuesday, claiming the administration has violated multiple amendments.
  • The White House may only revoke the press credentials of journalists for "compelling reasons," not for reasons involving content.
Keep reading Show less

Compelling speakers do these 4 things every single time

The ability to speak clearly, succinctly, and powerfully is easier than you think

Former U.S. President Barack Obama speaks during a Democratic Congressional Campaign Committee rally at the Anaheim Convention Center on September 8, 2018 in Anaheim, California. (Photo by Barbara Davidson/Getty Images)
Personal Growth

The ability to communicate effectively can make or break a person's assessment of your intelligence, competence, and authenticity.

Keep reading Show less