ALESOG BREWING & BLENDING'S MANHATTAN BEER
A BRIEF EXAMPLE OF A BEER THAT CAN CONVERT TIER 2 NONCUSTOMERS INTO YOUR CUSTOMERS
One of the hardest parts of linking traditional strategy research to the beer industry is coming up with examples that fit well and tell a consistent and compelling story. As I sat back and tried to think about a beer that was so creative and yet so easily recognizable to a Tier 2 noncustomer, I thought about my friends who drink cocktails, but don't like IPAs. I thought if I could give these friends only one beer to make them love our industry, it would be Alesong Brewing & Blending's Manhattan
. Check out their description: (Image Credit: Alesongbrewing.com)
Because of the lighter body, this base beer was holding on to the warm and complimentary flavors in the bourbon barrels: cinnamon, caramel, vanilla and tobacco. The color was a brilliant amber-gold, very expressive of American oak, and it was reminding us of some of our favorite cocktails.
If we were really mixing a drink, this beer was our bourbon. To make a Manhattan, we still needed vermouth, bitters and a cherry to garnish.
We brewed a fresh red rye ale with earthy bittering hops. Then we added Oregon cherries and let it meld. This was our home-made, one-of-a-kind, Alesong Manhattan mix.