Does a gold in something like Bohemian-style Pilsner at the Great American Beer Festival offer more than bragging rights and good feelings? In 2021, I wanted to find out if medals actually impacted sales for our Feel Goods Company newsletter, Sightlines .
Based on an analysis of IRI-tracked sales data, winning medals at GABF almost never translated to added or prolonged success for a brand. Instead, the most quantitative use for medal wins was more about brand awareness than anything else.
• Von Ebert Brewing leaned on medals to secure placement at Safeway grocery stores during the pandemic.
• True North Ale Company got a leg up on selling a gold medal-winning Mexican Lager into local accounts, "but the question is then how will that style do vs. an IPA long term because, well, IPA is still king," founder Gary Rogers said at the time.
This week will offer great reason to celebrate award-winning beers from all over, but a gold medal may not translate into gold on a sales sheet in November.
*If you're a producer who's seen medal wins turn into longterm sales success, let me know!*
Regional Vice President at Acima
3wIt was a great time! Thank you for hosting such an amazing event, even if one or more of the inflatables was a bit of a chore.