Mash Up Sydney: Flavour Innovation: Theory For Brewers

Mash Up – Sydney

Flavour Innovation: Theory for brewers 

Sam Holloway, President of Crafting A Strategy, will share research on beer style growth and beer portfolio proliferation over the past 15 years, focusing on the business advantages (and disadvantages) of offering too many products. It used to be that being different from industrial light lagers was enough, but the number of new craft entrants and the number of educated craft beer consumers in the current market suggest there is an "optimal distinctiveness" for a small craft brewery. Beyond this optimal level, Sam's research shows a brewery is likely to add costs without receiving additional benefits. Sam will discuss strategies for beer style innovation, but also other types of innovation that lead to greater sales at lower risk and lower cost.

Plus an IBA update from incoming IBA Chair Pete Philip.