Judging beer by the bottle: How a craft brewer tripled sales
Reprinted with the Permission of The Globe and Mail.
SUSAN KRASHINSKY – MARKETING REPORTER The Globe and Mail
Published Thursday, Jun. 02, 2016 6:48PM EDT Last updated Thursday, Jun. 02, 2016 6:50PM EDT
When Oakville, Ont.-based CAMERON’S Brewing got started in 1997, operations like it were more often called microbreweries than craft breweries. The industry was still small, and the design of many independent brands didn’t look a whole lot different from the beer giants.
That might have worked when craft brewing was a niche category, but in the past 10 years, the industry has exploded. The number of licensed breweries in Canada has risen to 520 in 2014 from 290 in 2009, according to industry group Beer Canada, and that growth is driven by the smallest producers.