Page 154

cover story

You have to know how to market in today’s fast pivoting society. Advertising five years ago is different than advertising today. Hell, advertising last week is different than today. 235_100B_El_Conejo_Poster_FINAL.pdf 1 7/6/2017 3:07:04 PM

What's the biggest issue today related to the marketing/sales side of the craft beer business?

What's the biggest item on your to-do list right now? Finish 2018 strong and plan how to attack 2019.

You have to know how to market in today’s fast pivoting society. Advertising five years ago is different than advertising today. Hell, advertising last week is different than today.

C

M

Y

CM

MY

CY

CMY

How does your taproom space integrate into your branding/ marketing strategies?

K

JubJub_Poster_FINAL.pdf 1 5/8/2018 10:32:54 PM

What is the secret to creating a branding story that consumers can buy in to?

C

M

Y

CM

MY

CY

CMY

K

Right now, poorly. When we built our brewery, taprooms were against state law, so we didn’t build one. The law has changed and we're looking at different opportunities in 2019 to take full advantage of the change in the law. Yes, the law changed in 2015, but sometimes we move slowly.

Midnight Snark_poster_R1_FINAL_11x17_OTL.pdf 1 10/9/2017 9:33:34 PM

C

M

Y

CM

MY

CY

CMY

K

It's creating a branding story that you can buy into.

AGGRESSIVELY HOPPED RED IPA

What's the one thing every craft beer brand should be doing in the way of marketing? Spend five minutes researching beer names. If 20 other breweries have a beer with the same name, don’t name your beer that. Be original. This is why Rabbit Hole Brewing doesn’t have a beer called Jabberwocky.

Does music and/or other arts play a role in your overall brand strategies? Art plays a very strong part of who we are. We have a “guest artist” wall in our taproom where people donate Rabbit Hole Brewing inspired art. We pay very close attention to how the art ties into our company and our product.

Sitting down with...

Laron Cheek, founder, Rabbit Hole Brewing What’s the most rewarding part of your job? Meeting with a fan of our brewery—or having someone come up to me and tell me how much they love our beer. What was the best advice you ever received? No matter how detailed your plan is, you will always underestimate what it takes to start a business. What’s the best thing a customer ever said to you? Before I drank your beer, I just drank beer. Now I’m proud to be a beer snob.

152

CRAFT BRAND AND MARKETING

NOVEMBER/DECEMBER 2018

CBAM-MAG.COM

Profile for BOC design Inc

CCR-ND18  

New