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• W43086639 abstract "Abstract A personal narrative about beer marketing and in particular, the birth of the Matilda Bay Brewing Co (MBBCo) is presented. Marketing insights are offered : the new becomes old, the old becomes new; markets, brands and strategies are co-created by marketer, customer, competitors and others; strategy- and knowledge-development are emergent as much as they are planned; case studies are an important source of knowledge. A case of beer What marketers call new and improved is often simply renewed and renovated. So it is with “the birth of boutique brewing”. Beer has been around for at least 5,000 years, and likely longer. L-o-n-g before the technology for mass-production! “Boutique brewing” is simply a new and improved way of promoting the original style of brewing. This lesson is writ large at the The Queen’s (bar/hotel) in Perth. The Queen’s is a worthy witness to the ever-turning cycle of business, how the new grows old and the old becomes new, how markets, brands and strategies are shaped not by management decisions, but by a vast array of contextual factors, how strategy and knowledge emerge unbidden rather than by effort (e.g., Mintzberg 1979). Originally built in 1889, the hotel was extensively renovated in 1986 by the Matilda Bay Brewing Co (MBBCo) but in such a way to feature the old and the new together. The interior features soaring voids, solid interior walls scraped back to rough, raw brick and modern industrial metal stairs and platforms; the minimalist features of modern lines alongside the intricate features of pressed tin and artisanal ornamentation created over 100 years ago. When I was last there, I asked for a beer and the young server elegantly dressed in a European-style serving uniform looked at me with amusement and said “Which one?” To punctuate my naivety, the server waved a youthful hand towards a bouquet of beer taps. In the early 1980s when I was the same age as the server, I was just beginning my drinking/thinking career. As a student at the University of Western Australia, when I asked for a beer at the uni tavern, the only question I would be asked was “What size?” In the 1980s and for about four decades before that, the only beer that anyone could buy at a bar throughout most of Western Australia was Swan Draught. The options for draught beer were very limited throughout Australia for the interquartile range of the 20" @default.
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• W43086639 date "2011-01-01" @default.
• W43086639 modified "2023-09-27" @default.
• W43086639 title "Three cheers for new beers: Marketing insights from the birth of boutique brewing in Australia" @default.
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