I love drinking beer. I also love being a purveyor of beer. There are so many enthusiasts out there who I have been pleased to meet and talk beer with. Finding great beer and getting it to these people is a lot of fun.
A recent trend in the beer market is one that marketing professionals have been studying for years – developing demand for a product that is so intense that everything produced is immediately consumed yet consumers regard the product as highly as ever and demand remains at its peak. It is a delicate supply line to walk. Just how many consumers should be lucky enough to get this golden nugget before so many have had it that its glitter begins to fade?
In the beer world, the answer seems to be, very few. Continue reading Big publicity, little liquidity…