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Why one beer brand is on a mission to remove the 'silliness' from craft

The craft beer market has been steadily gaining pace over the past few years, with a number of brands such as BrewDog and Camden Town making their mark and helping the category grow in popularity.
But many of the rules that have been created by the sector have added needless complexity, which could be alienating some consumers, according to Adrian Mooney, marketing director at Lion Little World Beverages.
“It can be silly [craft beer culture], with people sniffing hops and talking about where the hops are from when a lot of people just want a great beer,” he tells Marketing Week. ....

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What impact could snack sales have on reopened pubs?

Crunching numbers: ‘We know that less than 20% of people regularly buy a savoury snack with a drink and the main reason for not doing so is ‘I just didn’t think about it’,’ Matt Smith, marketing director for Tayto Group says.
With the value sales of crisps, snacks and nuts in the UK’s pubs and bars totalling £24m pre-pandemic, The Morning Advertiser sinks its teeth into the art of the upsell.
With a third national lockdown in the rear-view mirror and pub gardens open as of 12 April, the on-trade can look ahead to a summer of blue-sky drinking as Britain’s parched, pub-going public return to their locals. ....

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