Think Like a Craft Brewer: New Product Development

Craft brewing is a classic example of how small, nimble and hyper-creative players have disrupted a mammoth industry and created a lasting global movement. Whether you’re in the brewing business or not, this story has much wider applications. This talk walks through market analysis and segmentation, ideation, selection, product development, trials and scale-up. Along the way we’ll explore how products help define a company’s brand and attract loyal followers who will help promote it. All of this is informed by Mosher’s long experience in the field, both inside and out of beer.

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