Tell a story about craft Goose IPA:How to sell into a new trend?

Mark Weinert is the Chief Brewer at Chicago Goose Island Craft Beer Restaurant. In 2008, he lost his job due to the financial crisis, but he loved beer, so he went to Germany to study winemaking. After graduation, he returned to Chicago and found this winemaking job in Goose Island. Later, with Hall, opened the first craft wine bar in Goose Island. The first beer is authentic British flavor, named Honkers Ale.

In the main blocks of major cities such as Chicago, New York or Los Angeles in the United States, if you pay a little attention, you will be able to find the craft beer pubs that nearby residents love to visit. If you visit these large and small craft brewing bars, you will find that many people are devoted to it because of their love of beer.

If water and malt are the basics of good beer, hops are the soul of beer. The different levels of bitterness and aroma of beer are brought by hops. In order to extract the bitterness, the brewers must make great efforts to cook the hops to make the various aromatic oils in the hops volatilize. The remaining bitter resin and other substances are added to the beer brewing to give the beer different aromas.

Thanks to the diversity of craft beer requirements for hops, and the market is huge enough, there are opportunities to grow many experimental hop varieties. Goose Island has built a mini laboratory in the corner of the farm, here to try some new hops and yeast.

In 2011, Goose Island was acquired by beer giant Budweiser Group for $38 million. Since then, it has gradually begun to expand globally, becoming a synonym for Budweiser Group's craft beer that is different from industrial beer.Goose Island’s craft beer restaurant in Chicago, from chandeliers on the top, hand-polished wooden tables and chairs, to artworks on the walls, are made by local Chicago craftsmen. Ken Stout, the current CEO of Goose Island, thinks that this will make local people feel that they are closely connected with the brand. More craft beer practitioners realize that marketing is a means to help convey product stories. The tables made by local craftsmen used in the restaurant and the way of interacting with young people are all part of telling the story of the brand.

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