With more than 5,500 craft breweries and counting operating nationwide, it’s obvious that mediocre—or even worse, flawed—beer will not cut it. Many breweries are adept at producing flavorful, technically proficient beers, so how can a brand differentiate itself in an increasingly competitive marketplace, with limited shelf space and tap handles? Not to mention among craft-beer consumers who are increasingly experimental and less brand loyal?
We asked several industry leaders to share their experiences.
Make quality investments
Doug Dayhoff purchased Upland Brewing, one of Indiana’s earliest brewpubs, from its original owners in 2006. An astute businessman, he sought to grow the operation from a small brewpub producing roughly 2,500 barrels a year into a regional player with wholesale packaging and off-premise distribution. Rather than push for growth for growth’s sake, however, he weighs every decision against how it will impact the quality and integrity of Upland’s brand and its employees.