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How Small Breweries Can Use Education to Compete Against Consolidation in the Beer Industry

18/11/2014

BTN interviews Ray Daniels, the director and founder of the Cicerone Certification Program, on how craft breweries can use education to build a strong marketplace.

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It's no big surprise that the proliferation strategy of the largest brewers in Europe and America is consolidation. Since 2000, over 15 of the world's largest brewers have gone through impressive mergers, joint ventures and acquisitions to create a marketplace in which most countries have one or two brewing giants as majority market share holders and the top four global beer companies now hold approximately half of the volume of global sales.

What can breweries do to compete in the top-heavy beer market?
What sales methods connect with consumers on a personal level?

BTN interviews Ray Daniels, the director and founder of the Cicerone Certification Program, on how craft breweries can use education to build a strong marketplace.

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