Flat
Jun 22, 2010
“Flat is the new up” – Julia Herz, Brewers Association, 2009 CBC
Up starts from the bottom - just as it can start from the top (or maybe the bottom is the top??)
Anyway, from the start (top or bottom) movement starts with the consumers; then moves to the retailers; then moves to the distributors, then moves to the breweries.
So we can make the leap that when you educate your consumers, they’ll request something from the retailers who then request it from the distributors who then talk to the breweries. Full closed circle.
The majority of women (from gathered WEB focus group data) say they will request something – perhaps a beer? – when they know how to go about it.
Make the ‘new up’ be truly an increase. Help your consumers by making it easy to request something or provide input, get feedback from them (ease of website contacts is a really good place to start). And then do something with that proffered info.
Let’s make the new ‘new up’, up.
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