The Current State of Beer Marketing

Dear Client: Ed. Note: We don't print many op-eds in Beer Business Daily, but every few years we get to hear from veteran marketer Greg Owsley. Greg was CMO at New Belgium for 15 years, where he was instrumental in developing their brands (particularly Fat Tire) in NBB's formative years. In 2011, Greg founded The Storied Brand, a brand marketing agency/consultancy.  I consider Greg one of the most talented brand marketers in the game. I'm happy to share his take