On this episode of Courageous Commerce, Andrew Katz, chief advertising and marketing officer at Athletic Brewing Firm, joins hosts Rachel Tipograph and Sarah Hofstetter to speak concerning the evolving nonalcoholic beer market and the way Athletic Brewing is seizing this opportune second.
Katz takes us on a journey into Athletic Brewing’s origins, tracing it again to founders Invoice Shufelt and John Walker. He additionally reveals {that a} important majority of Athletic Brewing’s shoppers are millennials and Gen Z, pushed by a need for more healthy decisions and mindfulness.
The first demographic for nonalcoholic beer consists of present beer drinkers. Nonetheless, Katz emphasizes that Athletic Brewing’s merchandise aren’t mere substitutes; they symbolize incremental purchases, making them the popular selection for retailers.
With regards to technique, Katz highlights Athletic Brewing’s omnichannel strategy, designed to interact shoppers throughout numerous platforms and foster loyalty via repeat purchases.
The dialog concludes by exploring the fragile stability between sustaining an entrepreneurial spirit and scaling as a bigger firm. Katz highlights the significance of deliberately hiring people who align with the corporate’s mission and involving founders within the hiring course of to protect the colourful tradition they created.
Key takeaways:
- Develop an omnichannel technique to succeed in shoppers throughout numerous platforms and channels.
- Capitalize on the alignment between client habits and enterprise goals, particularly in rising markets.
- Know your viewers in and out, and tailor your advertising and marketing efforts to resonate with them.
