Market Watch, April 2016

74 MARKET WATCH MARKETWATCHMAG COM APRIL 2016Indeed the High End divisions mission is aligned with retailers goals Retailers want to get people in the door to buy products and to experiment with different kinds of beer Goeler says Were bringing a wide variety of innovative beers that will get consumers into retail accounts and were inter ested in building these brands for the long term A B InBevs craft brewery acquisitions have even enhanced its role as an on premise operator via the taprooms brewpubs and pubs it has added as part of the deals These include Four Peaks Grill Tap in Scottsdale Arizona and the Farm House restau rant at Breckenridge Brewery in Littleton Colorado Goeler calls taprooms an amazing laboratory Theyre great tools for finding out what customers like and they allow consumers to experience a brewerys culture Goeler doesnt rule out additional craft brewery acquisitions but for now he says Were really happy where we are We have a lot of work to do with our eight partners going forward When and if we do another deal it will be something were comfortable with Goeler doesnt expect the excitement around craft beer to die down anytime soon I think the next decade is going to be amazing he says I expect craft beer variety and consumer interest will continue to build Beer retailers and bar operators stand to benefit The possibilities with beer are almost endless Goeler says noting that the categorys variety offers amazing amounts of opportunity for impulse and add on sales While A B InBev may be a large marketer acquiring small breweries these days Goeler says the companys mission has never strayed Its all about spreading the enjoyment of beer and making great beer he says We love the excitement around beer mwmarkets also requires that craft brews communicate their point of differentiation he adds noting that each brewery can decide how its brands are supported The High End hasnt overlooked support at retail Its our responsibility to help create the pull for a retailer by investing in our brands Goeler says The division offers educational support and brewer visits to bars among other programs Goeler also points to the need to consistently provide beer retailers with innovative products We have to constantly excite consumers he says We have to create cool new things that have people standing in line like Goose Island Bourbon County stout or Matilda a Belgian style pale ale Goeler sees an opportunity to help create new beer occa sions such as by promoting beer as an accompaniment to meals in restaurants Retaining the CultureMoving into the craft beer segment has presented some chal lenges for the company Just as with beer retailers and on premise operators staff education can be an ongoing effort Were really nuts about making sure that we expose people to the brewing process and the ingredient stories Goeler says Theres so much going on in the world of beer and its moving so fast that as you bring new people in theres a constant need to educate them He adds that retailers have been mostly positive about A B InBevs venture into craft Through Goose Island weve shown that were all about retaining the brewerys culture enhancing it by bringing resources in and letting the existing teams do more of what they do Goeler explains adding that retailer support is vital Without retail we can do nothing Retailers are an important part of the mix Brewpubs and taprooms like the outdoor space at Blue Point pictured allow the company to directly interact with consumers on premise