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Craft Beer Has Arrived on the Sponsorship Playing Field

The association between beer and sports in global culture is long-standing, and even profound. For many, rooting for a favorite team and enjoying a pint of a favorite beer are two sides of the same experience. It’s a connection so familiar that we often take it for granted.

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Sevens, Eights, and Nines

Over the years we have observed common flaws in the processes used to gauge consumer reaction to potential recipes – or labels, or other marketing initiatives. So, if you’re planning on doing any consumer research along these lines, it would be good to be forewarned about some potential pitfalls to be avoided.

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