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Recordando "Mongo na cerveja em Portugal" ler "US: Big brewers should ditch brand extensions for new styles - research":

"Mainstream US brewers have mostly failed to have a "lasting impact" on sales with expensive brand extensions and should instead copy craft brewers by launching new styles, according to a new report.
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Mintel predicts that US beer sales by value will further outpace stagnant volume growth over the next four years, as consumers continue to trade-up to premium and craft brands.
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"Instead of launching new products that amount to costly advertising adventures, big beer brands should continue the trend toward premiumisation with more focus on quality," the report says.
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"Perhaps," Mintel suggests, "they should follow the example of smaller, craft brewers in showcasing brewing processes, emphasising quality ingredients, and introducing new styles and flavors that are not just extensions of light beer.""