22 August 2012

Turning ideas into real beers

The main objective of the marketing departments of all companies is to increase sales and acquire market shares. Breweries are no exception to the rule. Acquiring market shares most often happens through launching new brands aiming to attract new customers who did not find existing brands appealing. It is not always easy to manage the development and launch of new beers. Indeed, the production of a new beer may involve the use of different raw materials, a change in the brewing temperature diagram, different kinds of yeast or a different fermentation diagram. Managing all of these parameters can turn into a nightmare for the brewer and cause a halt in the development of new beers.

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