Can Kräftig Compete Against the Bigs?

How do you start a new beer brand today? The industry's prevalent conventional wisdom is to first create a quality craft beer -- since that's the only segment that has seen any growth -- that is either a great rendition of a popular craft style, like IPA or wheat beer, or create innovative and unusual beers. You price it high enough to earn a decent profit, and then you start off small and local and build your brand organically one consumer at a time

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