My latest Condé Nast Portfolio column is up: "Half a Market Waiting." It's some New Year's resolutions for the brewing industry: try marketing to women, you dimbulbs. Women are estimated to be 25% of the American beer market, but you'd never know it from looking at beer ads (macro and craft, thank you).
Yet brewers run scared of wine and spirits taking sales away. Well, hell, boyo, you've pretty much rolled over on the whole female market, what do you think's gonna happen?! Who are these geniuses? Can I have their jobs?
Just kidding. I'm having too much fun with this one.