Brands and Brews Marketing Podcast · Brands and Brews

S3E12 - Overcoming the Marketing Challenges in the Beer Industry - with Jeremy Storton

·49 min·4 clips

Czechvar is called Budvar everywhere else, but a decades-long lawsuit forced a name change in North America.

This episode of Brands and Brews features host Jesse and guest Jeremy, a fellow Oregonian and host of the Good Beer Matters podcast. They discuss beer and marketing while drinking a non-alcoholic Black Butte from Deschutes and a Czech lager called Czechvar. Jeremy selected Czechvar because it represents a major marketing challenge: the same beer is sold as Budvar globally but must be called Czechvar in North America due to trademark disputes with Anheuser-Busch. The brewery is owned by the Czech Republic and focuses on perfecting a few styles, using specific ingredients like Saaz hops and Moravian malt. Jeremy describes the beer's flavor as reminiscent of fresh buttered buns, achieved through traditional methods like decoction mashing and extended lagering. He notes that Czechvar's packaging and marketing feel formal and classical, which may not excite modern consumers, and its green bottle offers little protection against light compared to cans. The conversation shifts to broader industry challenges, like the rise from a few hundred to nearly 10,000 U.S. breweries, making differentiation critical. They cite examples like West Sixth Brewing, which exclusively markets within Kentucky, and Montucky Cold Snacks, which targets a young, active demographic and donates a portion of profits. Jeremy explains that effective marketing requires niching down to a specific audience rather than trying to appeal to everyone. He highlights how Pabst Blue Ribbon was revitalized by targeting a younger, edgy crowd in Bend, Oregon, with tattoo-inspired art. The discussion emphasizes that while attractive packaging sells the first purchase, quality and experience bring customers back, making educated taproom staff crucial for brand loyalty. Jesse shares a personal story about his lifelong loyalty to Coors Light, rooted in a childhood memory with his father, illustrating emotional brand connections. Jeremy recounts his own formative experience at Deschutes Brewery in 1993, which cemented his allegiance despite the craft beer industry's promiscuous consumer base. They agree that creating memorable in-person experiences is a key marketing tool for new breweries in a saturated market. The tone is casual and conversational, with two friends sharing industry insights and personal anecdotes over beer. Listeners interested in niche branding, craft beer history, and real-world marketing case studies will enjoy this episode. Those seeking highly structured business advice or a focus solely on digital marketing might find it too anecdotal.

As heard by us

A crowded beer market makes the basics of marketing hard to ignore.

This conversation turns the beer business into a clear look at what happens when a category gets crowded. The point keeps landing: a brand cannot lean on the product alone.

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Why you'd press play

You want beer-industry marketing lessons that feel practical, not polished or rehearsed at all.

Read the full recommendation in PlayNext →

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