A SIP of Beer : A Study of the American Brewing Industry with a Special Concentration in Craft Brewing
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The author interned at the Kalamazoo Brewing Company as a sales and marketing intern. He observes how company relations affect business. The KBC marketing and sales force tries to keep relations on positive terms with retailers and especially distributors. This also includes being fair with the customer, not making any false promises and selling on one's own merit. This not only helps business, but can create new friendships as well. The author describes the beer industry and relates the numbers and trends to his work at the Kalamazoo Brewing Company. The industry's contribution to the American and Michigan economy is considered. The author discusses economic growth in the industry, and why the Kalamazoo Brewing Company does not necessarily see high paced growth as the proper way to grow. The author discusses the significance of brand equity, and the importance of selling at the level that is appropriate for a business. KBC exemplifies the benefits of honesty and integrity.