Even though they are small in size individually, craft beer brands show marketers everywhere how to make inroads on highly concentrated industries such as the brewing industry.
The following provides my personal account of Matilda Bay Brewing Co's startup. Along the way, I address the questions of 'how important is the role of luck in success?' (a good deal), and 'what is the importance of brands?' (a good deal less).
So, this is the story
from the dawn of (modern) craft beer time here in Australia.