When the relationship between breweries’ marketing and brewing teams makes for poor planning, it makes for good Instagram jokes.
You know the script: A marketing or sales employee makes a demand—“We need five new beers by next week for a special event!”—while an enervated shift brewer slowly dissociates behind a fermentor. Or, conversely, the brewing team presents marketing with a lineup of six variations on smoked beers for summer patio season and is met with wide-eyed despair.
It doesn’t have to be this way.