Brewing Innovation

Published On: 4th May 2011

Used and abused and dressed up in all manners, the brewing industry uses the buzzword ‘innovation’ to introduce to market everything from Guinness’ widget (correct) to a new SKU (not so fast). Marketing editor Pete Brown sorts the wheat from the chaff, and finds that craft brewers, with a need to experiment and an ability to do so at less cost, have the edge. (BG Mar/Apr 2011)