Segmenting a Segmented Market: NAB’S Empirical Insights on Craft Consumers

April 13, 2011Segmenting a Segmented Market: NAB'S Empirical Insights on Craft ConsumersDear Client: After they acquired IBU (Pyramid/Magic Hat) last year, North American Breweries started delving into craft trends, demos and observations from a swath of sources. This has driven some in-house, empirical conclusions that will continue to inform their strategy to "speak to the craft consumer and bring thought leadership" to the category, as insights and category chief Mary Jo Hardy and sales VP James Pendegraft mentioned at NAB