TWST: Please begin with a brief overview of the history and evolution of Craft Brew Alliance, Inc.?Mr. Michaelson: We like to view ourselves as a company that has really evolved. It's interesting because Redhook and Widmer Brothers were really part of the craft brewing revolution. They started it…
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Monthly Archives: February 2012
Craft Brewers Alliance Rebrands
Publicly traded beer conglomerate Craft Brewers Alliance (CBA) has changed its name to Craft Brew Alliance.The makeover comes complete with a new web site and an updated logo.Craft Brew Alliance CEO Terry Michaelson said the switch better reflects how the company sees itself.“The name is something…
CBA: LET'S TALK ABOUT OCCASIONS
Yes, we've covered CBA a lot. But their focus on segmenting by occasions and understanding the demos that fall within them has allowed them to reinvent their brands.Of course, CBA is also a different animal. They compete among the top craft companies, and at this week's ICR conference, Andy Thomas…
