In this episode, Mark takes a deep look into his crystal fermenter at trends impacting the craft beer sector and alcohol industry in general. He shares with you his “vision” on wholesaler consolidation, chain merchandising, wet demos, wine SKU encroachment, incentive planning, demonstrator and merchandiser training and consumer insights learned while working as a part time craft beer/cider/wine/spirits steward in the #1 selling alcohol supermarket in the Bay Area. You’ll be amazed at what he has found out at the consumer level. He also recommends specific strategies for small to medium brands to combat the goliath monsters of the industry. This is a must listen as the competitive landscape continues to tighten in 2020 and beyond.