There’s still plenty of debate about what actually constitutes craft beer, but the pundits can agree on one thing: consumption of it is on the rise, with an article on Stuff showing craft beer made up 13 percent of total beer sales over the past year at Foodstuffs, up from nine percent two years ago, and about ten percent of total beer sales at Countdown. And two of the country’s top booze chains, Super Liquor and Liquorland, both of which are fighting a battle against those supermarkets, can also see the dollar signs and have signed up to sponsor major events on the craft beer calendar.
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US craft beer exports rose 72 percent last year compared to 2011 numbers and while New Zealand still has a long way to go to reach the approximately 15 percent of market share craft beer holds stateside, similarly impressive growth trends exist in New Zealand. So as the movement gains steam—among both brewers and drinkers—Super Liquor is aiming to bring those two segments closer together with its Craftology initiative, which is part loyalty scheme, part content marketing and part kerrazzzee idea dreamed up while sitting around having a beer.
Anyone who’s had the pleasure of working on a custom publication will understand there are certain promotional objectives that usually need to be met and plenty of hoops that need to be jumped through in an effort to please the client. But Super Liquor has taken a rather unique approach to this concept with its latest marketing initiative, a website called Super 10 that has been created in conjunction with Tangible Media and &Some over several months and aims to “save the world from work” with ten weekly nuggets of online interestingness.