For those of you not intimately familiar with the Craft Beer industry, Southern California’s Stone Brewing is kind of big deal. They’re one of the hottest brands in the Craft segment and their Founder and CEO Greg Koch has become quite the celeb in beer geek circles.
Stone recently posted this video on their blog where they announced plans to explore brewing options in Europe. From a pure business perspective, this is a big deal and makes some sense. Contrary to 10 years ago, it is now the Europeans who are interested in American beer – not the other way around. So building a brewery in Europe could open a lot of doors and present some substantial volume opportunities.
From a marketing perspective, I love the transparency that Greg is showing here. He’s not making any promises or saying that it’s a done deal, but he’s floating the idea out there to consumers and letting them share in the excitement of the plans. If they play it right, the entire RFP and brewery building process is something that consumers will get to participate in and follow. It will also give them something to talk about the next time they recommend a Stone IPA.
I wish more companies would operate like this. It’s easy to say you do, but not many pull it off quite like this.
(if the video doesn’t show up in your reader, click here)
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