How Coors Capitalized on Craft Brewing's Boom
Taplines
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The Significance of Tap Handles in the Craft Beer Industry
This chapter discusses the importance of tap handles in building a beer brand and the competition involved in obtaining and keeping them. It explores concerns from smaller breweries about sales and shelf space and the role of Blue Moon in disrupting the industry. The chapter also touches on the financial challenges faced by craft brewers and the impact of the pandemic.
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