Informative and well timed take (speaking to both posts). I’m curious on your thoughts to the impact legalization will have to your Craft Brewers Investor Psychology chart? Do you think having Tilray hit their stride with cannabis will elevate the craft industry back into “optimism” trajectory?
Just like the trajectory of the curve went up on the backs of IPAs in the early to mid 2010s, I could see the curve going up again on the backs of cannabis beverages IF craft beer brands prove to be a platform than resonates over these new cannabis-specific start-ups. That would be relevant if we treat the curve as if its "Craft Breweries" instead of "Craft Beer". If we look at it as Craft Beer, I think it would be a return to premium, flavor, and drinkability with a big movement toward light beer with people drinking less and therefore not minding spending up for the best versions of it.
Great article as per usual, Doug! A few questions....What does it mean exactly to put on a fresh coat of paint with these brands? Also, will these brands just be sold in their original local markets so as to be authentic? Finally, can we think about additional acquisitons going forward as being driven by geography/markets? Sorry, I know that's a lot of questions :)
Fresh coat of paint could literally mean revisiting the packaging to modernize the branding + artwork and properly reflect other improvements that are coming from giving the brewery renewed attention. It could also mean revisiting the marketing approach in other areas like social media, community building, and sponsorships/activation.
These brands will be sold in their local markets and in some cases, regions where it has potential to resonate. They are not looking to take 15+ brands national and sound very reasonable as far as expectations from the quotes I've read.
Yes, I think the National brand is mostly dead for now in craft-centric styles like IPA, unless its already National. Local especially and occasionally Regional is all that will work in most cases for the short and medium term.
Hmmm.... I have some thoughts opinions.
Informative and well timed take (speaking to both posts). I’m curious on your thoughts to the impact legalization will have to your Craft Brewers Investor Psychology chart? Do you think having Tilray hit their stride with cannabis will elevate the craft industry back into “optimism” trajectory?
Just like the trajectory of the curve went up on the backs of IPAs in the early to mid 2010s, I could see the curve going up again on the backs of cannabis beverages IF craft beer brands prove to be a platform than resonates over these new cannabis-specific start-ups. That would be relevant if we treat the curve as if its "Craft Breweries" instead of "Craft Beer". If we look at it as Craft Beer, I think it would be a return to premium, flavor, and drinkability with a big movement toward light beer with people drinking less and therefore not minding spending up for the best versions of it.
Great article as per usual, Doug! A few questions....What does it mean exactly to put on a fresh coat of paint with these brands? Also, will these brands just be sold in their original local markets so as to be authentic? Finally, can we think about additional acquisitons going forward as being driven by geography/markets? Sorry, I know that's a lot of questions :)
Fresh coat of paint could literally mean revisiting the packaging to modernize the branding + artwork and properly reflect other improvements that are coming from giving the brewery renewed attention. It could also mean revisiting the marketing approach in other areas like social media, community building, and sponsorships/activation.
These brands will be sold in their local markets and in some cases, regions where it has potential to resonate. They are not looking to take 15+ brands national and sound very reasonable as far as expectations from the quotes I've read.
Yes, I think the National brand is mostly dead for now in craft-centric styles like IPA, unless its already National. Local especially and occasionally Regional is all that will work in most cases for the short and medium term.
Thx, Doug!
I like what Tilray is doing here...playing the long game it would seem.