Eric Asimov's article, "A Taste for Brews that Go to Extremes" gives information about small time brewers in the U.S. who are trying to make it by adding unheard of amounts of normal ingredients or adding interesting new ingredients.
According to the article, the market is saturated with brewers who are willing to put out not only the extreme beers to get attention, but also the more traditional beers that are likely to be ordered by regular drinkers.
The industry as a whole has tough competition in the mainstream producers like Budweiser, but these smaller brewers are mostly aiming at a different target audience. People who drink these carefully concocted beers are interested in the uniqueness and the taste, not merely getting drunk like a bunch of college students. We are talking about true appreciators of beer.
If I had a client that was going to enter the specialty brewer market, I would recommend getting creative. Come up with your own "it factor," whether it be adding the most hops, or sticking a spider in the bottle to taste. Whatever it is, run with it. Enter the taste testing competitions. Get word out. Make an interactive website. Sponsor a local event.
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