A holiday gift pack can look like an easy revenue opportunity: Put a few beers or merchandise items together, wrap them in seasonal branding and give customers a convenient option for gifting. But the more useful question is whether the product gives customers a reason to spend money they wouldn’t have spent otherwise.
That distinction can shape everything from what goes into a package to how it’s marketed, where it’s sold and what a brewery learns from the customers who buy it.
Tröegs has spent decades building its Mad Elf brand into something larger than a seasonal beer. What started as a holiday release has become a recurring part of customers’ traditions, giving the brewery an established platform on which to build additional products.
