What do craft beer and influencer marketing have in common?
A whole lot, if you look closely.
In the early days of our nation’s founding, there were thousands of micro-breweries around the country serving up suds to thirsty locals. After prohibition took hold in the 1920’s, only the largest breweries were able to stay in business by producing a low ABV drink commonly referred to as “near beer.” When prohibition was finally lifted, these larger organizations maintained a stranglehold on the national beer market. In order to meet demands of producing a mass volume beer that could be consistently brewed and transported across the states, only the most economically friendly ingredients made it into the batch.
The end result? A watered-down, mass-produced product that was cheap to make and cheap to consume. Fortunately for us, President Jimmy Carter deregulated the beer market in the late 70’s, which opened the floodgates for home brewers. In contrast to the macro-producers of old, the new guys started to push the boundaries of taste. While their products may not have the same reach as the big brewers, they have a far greater impact on the consumers who get the chance to try some.
The Rise of the IPA: Inspiring Personal Advertisements
We see social media having a similar effect on advertising. Long before the days of mass media, humans have been telling stories. It lives deep in our DNA. With the advent of newspapers, radio, and TV came a new form of storytelling that could reach significantly larger audiences. Advertisers seized the opportunity to reach as large an audience as possible, creating mass-produced blanket ads without much personality or individual relevance.
We hate lazy advertising. We believe that it doesn’t cater to any real taste that the audience desires. Social media has served as today’s “deregulation” of the market. Brand image no longer resides exclusively in the hands of multi-million dollar advertising firms. Consumers are asserting more ownership over brands and making or breaking brand reputations through their online reviews and posts. Brands are beginning to harness the power of influential content creators to help promote their products in authentic ways—matching the branded content to the consumer lifestyle the brand is hoping to become a part of. By shifting power back to the individual, a new recipe for smaller batches of potent and meaningful advertising is created.
The end result? Bold and exciting flavors that you and I can actually get excited about. And much like beer… We believe that once you’ve had a taste of the good stuff, you might find the mass-produced content losing some of its luster.