Shinerunner Craft Marketing

Mark Colburn’s “BEER Talks” session will cover three main topics – Marketing, Merchandising & Motivation. In this session, Mark draws on decades of alcohol industry experience sharing his ideas and passion on Target Market Definition, Key Differentiating Advantage, the Marketing Story & Its Vital Role, “the Castle Keep” distribution strategy, Experiential Events, “McQ

In this final Shinerunner Show episode, Mark thanks listeners for their support and all who helped him in creating and producing the Shinerunner Show. He ends the show by highlighting three key success corollaries. Each corollary topic has been presented in a prior show; however, Mark goes into great depth as to why he feels each are so critical to the beverage professional. This s

This Bonus Horsepower show challenges the listener to ponder the current and future macro trends taking place within the national beverage wholesale network. Mark goes into detail on how to work with these Goliath wholesalers from the Underdog’s perspective. You’ll hear trends taking place across the country corroborated by Shinerunner army observations and input. Episode #24 1

In this episode Shinerunner, Mark introduces a new marketing concept he calls, “3 - D-ing” your brand. The premise behind it is to bring the brand to life by creatively exploiting and elevating the Key Differentiating Advantage and marketing story to a higher level. He also introduces another, “Mark-ism” which urges the listener to “tangebilize” the brand which in essen

In this episode, Mark takes a deep look into his crystal fermenter at trends impacting the craft beer sector and alcohol industry in general. He shares with you his “vision” on wholesaler consolidation, chain merchandising, wet demos, wine SKU encroachment, incentive planning, demonstrator and merchandiser training and consumer insights learned while working as a part time craf

In this episode, Mark fields a listener question and decides to dedicate the show’s topic to the inquiry. The question comes from a recently hired sales rep who is beginning their career at a craft brewery. Listen in on how Mark suggests a weekly planning regimen for the newly minted rep. He also goes into detail on how to build rapport with accounts while cultivating relationshi

Episode 21 of Shinerunner Craft Marketing introduces the show’s first executive speaker interviewed by host, Mark Colburn. Mark “taps” into his focus group moderator days asking Tom McCormick, Executive Director with the California Craft Brewers Association since 2005, a broad range of questions. Mr. McCormick’s background includes home brewing, owning a craft beer distribu

Episode 20 of the Shinerunner Podcast confronts the On-Premise draft handle “Merry-Go-Round” or “One and Done” trend taking place in bars, clubs, restaurants, delis, brew pubs and hotels across the nation. The trend, fueled by a combination of supplier innovation and consumer demand for choice makes it very difficult to build brands while increasing costs throughout the dis

Episode 19 (finally!) is here! In this “ABP” pod cast, Mark shares his insights and experiences on how to prepare for this crucial wholesaler presentation. He details what should and should not be in the plan based on his personal participation in over 150 ABP meetings. He also talks about when to reserve this meeting, how to prepare for it and reveals how to create your own sc

Episode 18 of the Shinerunner Show picks up where episode 17 left off, digging deeper into the rest of the Marketing Mix for fictional brewery – GT-500 Brewing. Mark reveals GT-500’s marketing plan to solve owner “Holley Cam’s” current sales and distribution problem. Listen to how he exploits every ounce of DNA from GT-500 Brewing to its marketing and sales competitive ad