The Long Tail’s Effect on the Beer Industry

As we enter a new post-Granholmian age in the beer industry, beer marketers are increasingly grappling with the reality that consumers are splintering away from blockbuster brands and gravitating toward the niche. The beer industry has referred to this as "fractionalization" since consultant Sam Boyer's article on the subject almost five years ago.The new Internet-enabled world is calling it "the Long Tail", based on a famous article in Wired Magazine over a year ago by editor Chris Anderson (and he's