This week, we return to the endlessly fascinating world of beer marketing as I speak with Malcolm Eadie, Brand Director Craft and Premium at Lion.
Part of Malcolm’s portfolio is the James Squire brand, which has just released a major new integrated marketing campaign, Ordinary be Damned.
While the campaign itself is advertising - something that we normally wouldn't cover as news - it’s hard to ignore a major activation from Australia’s largest craft beer brand and Malcolm agreed to join me to discuss the evolution of the brand, the craft beer segment, the challenges that growing craft breweries face and the novel challenges consumer that the brewing industry is facing, all through the prism of this campaign.
It’s a fascinating chat, and Malcolm offers insights into the industry that are relevant for anyone looking at their beer brand and how it fits into the marketplace.
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