Title
Three cheers for new beers: Marketing insights from the birth of boutique brewing in Australia
Date of this Version
11-28-2011
Document Type
Conference Paper
Abstract
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.
This document has been peer reviewed.
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.
Access the conference website.
© Stephen Holden, 2011