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When:

Thu 27 Mar 2014, 4:00pm–6:00pm

Where: Pullman Auckland Hotel, Corner Princes St and Waterloo Quadrant, CBD, Auckland

Restrictions: All Ages Licensed

Ticket Information:

  • Non-Member: $95.00
  • Additional fees may apply

For decades, beer in NZ was dominated by two large brewing companies. Today there are an increasing number of small and medium-sized brewing companies challenging the traditional volume-based business model of major corporations.

New Zealanders are becoming more discerning and are drinking different beer for different occasions, and craft breweries are leading the way by developing more styles and products to cater for this.

The emergence of craft beer brands is a manifestation of the global trend towards greater authenticity and transparency. Consumers are ultimately buying into what they believe to be the best and most trusted as they search for the brands they see as reflecting their own personality and values.

Although craft beer only claims about 3-8% of the market overall, this segment continues to grow even when beer consumption overall is declining in many markets around the world. The trend suggests craft breweries have found a niche market where the large breweries find it hard to compete.

This will be a debate that is thought-provoking for marketers from all industries, not just for beer lovers.

Speakers:
- Dave Pearce, Category Director - Lion
- Adam Maxwell, General Manager Marketing - Independent Liquor
- Geoff Ross, CEO - Moa
- Richard Shirtcliffe, CEO - Tuatara Breweries

Learning Outcomes:
- What defines a strong brand in the opinion of different senior marketers
- Different approaches to measuring brand strength
- How does the authenticity trend apply to branding under corporate ownership
- Different viewpoints on whether there is (consumer) value in applying labels to categories

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