Date of this Version


Document Type

Conference Paper

Publication Details

Accepted Version.

Holden, S. S. (2011). Three cheers for new beers: Marketing insights from the birth of boutique brewing in Australia. Paper presented at the Australian & New Zealand Marketing Academy Conference ANZMAC 2011, Perth, Western Australia.

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© Stephen Holden, 2011


A personal narrative about beer marketing and in particular, the birth of the Matilda Bay Brewing Co (MBBCo) is presented. Marketing insights are offered: the new becomes old, the old becomes new; markets, brands and strategies are co-created by marketer, customer, competitors and others; strategy- and knowledge-development are emergent as much as they are planned; case studies are an important source of knowledge.

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This document has been peer reviewed.