Working my way through this book and it is an interesting read. Haven't been reading it long but I am at the section that refers to Anheuser-Busch's attempt to gain a foothold in the 'craft' beer market. The similarities between what they did in the 90s compared to what Guinness (Diageo) are doing in Ireland now is incredible. Marketing - It's all about marketing. Social media, TV, billboards, beer mats etc. Shelf space - We want more, not what we had and certainly not less. Dubious claims - Here is a 100 year old recipe that we stumbled across (presumably down the back of the sofa). Buzzwords - Hops (more, more, more), history, tradition, character, Citra. Unquestioned loyalty - This is our new beer, you will be selling this in your offy / pub as of next week. Sh1t on the little guys - Emphasis how long you've been around, how successful you are. Do that and people will think you must really know your stuff when it comes to beer. Embed yourself with another (diverse) brewery - Because what sane person wouldn't want to mix Guinness with a cherry lambic beer? And last and most certainly least. The 'liquid' - Don't make bad beer but we don't need to overthink things. People will drink what we tell them to drink. Me thinks Guinness picked up a thing or two from Budweiser.