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New brands are playing an important part of growth for craft beer. Small releases under 1,000 case equivalents accounted for about 80% of all new brands to start 2019, while regional breweries are turning over brands after just a few years to maintain interest in something new on the shelf. Growing an existing brand at 2-3% annually may actually be more valuable in the long run than all the work and money that goes into launching something new—and hoping it stays around. Sign up to read more.
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Words by Bryan Roth