Posts Tagged ‘promotions’

 

The brewing industries in many countries are undergoing dramatic changes, with increasing numbers of craft breweries challenging the traditional volume-based business model of major corporations.

In the US for example, more than 400 breweries opened in 2012, an increase of 17% from the year before. Craft beer continues to grow even when beer consumption overall is declining in many markets around the world. This certainly seems to be the trend in countries like the US, Canada, New Zealand and indeed Australia.

In 1990, the centralisation of the Australian beer industry seemed complete; three companies controlled the market and the whole country had just 11 breweries. Yet this seems to have been the turning point rather than the end state: 20 years later the craft beer sector had well and truly made its entrance so that by 2013, Australia’s beer industry consists of over 130 breweries.

The trend suggests craft breweries have found a niche market where the large breweries find it hard to compete. Craft beer is often differentiated by taste, as a food companion and by the raw material used to produce it. Enthusiasts sometimes refer to the common beers in derogatory terms as “fizzy yellow lagers”. Some may reject mainstream beer products based on a perceived lack of flavour; others reject it based on ownership of the label.

Some pub mangers around Melbourne refuse to serve beers that are not produced by small independent companies due to negative attitudes towards large multinational businesses, and a belief that craft beer can only be produced by small and independent businesses. Independent craft breweries have been able to make something positive out of their small size by framing themselves as unique and it is resonating with drinkers and pub owners alike.

While beer consumption in Australia has decreased steadily every year since 1979, consumers increasingly demand quality beers and the consumption of craft beers is increasing. ABC news reported that the consumption of craft beer in Australia is increasing by 6% every year. Nevertheless, the beer industry in Australia is still largely centralised, with multinationals SAB Miller (UK) and Kirin Holding (Japan) controlling about 90% of the market.

Yet it is this very high centralisation of the industry, where the large players can be regarded as “generalists”, that provides the opening for small players to enter the market as “specialists”. For craft breweries, such concentration of power in the industry is actually good news because these breweries serve a different market.

The specialists are often focused on selling more than just beer. They are selling an experience, quite often centred on educating consumers about beer styles and how to match it with food. As such, the craft beer industry is tapping into the monopoly of the wine industry as being the natural beverage to accompany a meal.

 

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Digital Facts you must know...

Digital Facts you must know…

 

01. Mobile internet usage is projected to overtake desktop internet usage by 2014

The facts and numbers around mobile usage is pretty staggering. Over 1 billion mobile devices are currently in use, and the number keeps on growing. We use and rely on our phones on a daily basis and if you don’t have a mobile friendly website you will get lost in the shuffle. By 2014 mobile internet usage should outpace desktops. This stat varies by source but 2014/15 is right around the corner. 2013 is the year to think about how your website caters to the mobile market.
02. Yes, you really do need a mobile friendly website

Not having a mobile friendly site will hurt the user experience as well as brand reputation. Google did a study on what users want from a mobile site and here are a few key points: 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile friendly. And 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business.
03. Responsive design is the solution to the mobile dilemma

If you are not mobile friendly the solution resides within a technique called responsive design. Essentially this happens in the coding of the site and allows you to create one website that works across all devices. Knowing that 2014 is around the bend, and if you are planning to redesign your website, I strongly encourage implementing a responsive site. With the one site for all devices mindset this eliminates the need for specific mobile domains. With one site for all devices, content is managed in one spot and you don’t have to worry about a seperate domain for mobile search rankings.
04. Search engine websites are the most visited websites on a smartphone

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