Date: 5 September 2019
Room: Cryer Malt – Business
Popularised by the sports business but increasingly permeating into every industry, fan engagement and fan first thinking is about creative and authentic storytelling, personalised experiences as well as keeping it simple through a human approach and is vital to every business when it comes to customer acquisition.
Challenges to the Australian craft beer industry including the experimental nature of craft beer consumers not being loyal to any one brand and the continued rise of craft breweries mean craft breweries need to increasingly find new ways to deeply engage their fans, find their niche and turn these consumers into hardcore brand ambassadors.
We will explore and provide fan engagement insights and strategies from the sports business world that can be applied and replicated for breweries in the craft beer industry through a Q&A discussion with representatives from the AFL’s Western Bulldogs and Essendon Bombers and craft breweries Two Birds Brewing Co and Colonial Brewing Co to discuss the success of the ‘Trailblazer’ and ‘Bombers/Sheedy’ craft beer collaborations and how these partnerships have engaged both sets of fans.