Category Marketing

The Mikkeller brand: Product of a gypsy’s whim or a marketing mastermind?

The Brewery: Mikkeller Mikkel Borg Bjergsø is the whimsical force behind the Mikkeller brand. The internationally acclaimed Danish brewer-turned-cultural-icon revolutionized craft brewing by globetrotting around the world to brew his beer – an industry trend known as “gypsy brewing.” Gypsy brewing involves renting a brewery’s space and manpower to produce beer under your own label. It […]

The Goose Island ladies: products of a brand acquisition done right

Lolita is lovely… And so are Juliet, Gillian and Halia. And while the Goose Island ladies all share a common ingredient –  ripe summer fruit – a Bud Light Lime-A-Rita (or Straw-Ber-Rita if you prefer) doesn’t come close to the flavours of these fine beers. I’ve written about the Goose Island gals before.  In fact, […]

The Aviary shakes up the craft cocktail industry to create buzz

After a steady diet of beer in Chicago, we decided it was time for a break. So naturally, we hit up a cocktail lounge. The Aviary had us at cocktail tasting menu. Located in the city’s Fulton Market meatpacking district, the Aviary is part of Chef Grant Achatz’s world-class restaurant empire. Achatz is the culinary force behind three Michelin-starred […]