You’ll struggle to find a craft brewery whose Oktoberfest sales didn’t exceed their expectations in 2020 & 2021. Holiday beers followed suit, over-performing in 2020 and leaving few release calendars without at least one festive brand. The challenge remained unsolved though for the cold, often snowy days beginning December 26th. How do you make consumers feel something during these darker, gloomy months? Craft beer’s #1 style is elbowing its way into the chat because as Don Draper said in Mad Men, "You are the product. You feeling something. That's what sells."

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