| | 19HOSPITALITY BUSINESS REVIEWFEBRUARY 2025brand's Mango Cart wheat ale, for example, has become a staple in many markets, thanks in part to targeted promotions and event sponsorships that highlight the brand's fun and energetic persona.Based in Arizona, Four Peaks Brewing is known for its commitment to quality and local heritage. The brewery's Hazy IPA Program, under the leadership of brand managers like Erin Schultz and with marketing efforts supported by Talia, earned a Platinum Crushie award in the "Best Brand Identity / Best All Around Marketing Story (Multiple Tactics)" category at the 2023 Craft Beer Marketing Awards. This recognition highlights the impact of Talia's trade marketing expertise, as well as her ability to craft compelling brand narratives that resonate with both consumers and industry professionals.Shapiro's approach to trade marketing is multifaceted, incorporating data-driven insights, experiential activations, and community engagement. Understanding that consumers today seek authenticity, Talia has focused on ensuring that each brewery maintains its unique voice while aligning with market trends. Whether it's the bold, hop-forward messaging of Elysian Brewing, the relaxed and tropical vibe of Golden Road, or the community-driven ethos of Four Peaks, she ensures that each brand connects deeply with its target. Trade marketing is about more than just traditional advertising; it's about getting the product into the hands of consumers in meaningful ways. Talia has spearheaded retail partnerships, tasting events, and exclusive collaborations with bars and restaurants to drive trial and repeat purchases. These activations have proven effective in boosting brand awareness and loyalty.Her contributions extend beyond just the brands she manages; she has also made a significant impact on the craft beer industry as a whole. By championing innovative marketing techniques and emphasizing brand differentiation, she has set new standards for trade marketing within the beverage sector. Her work in building consumer connections and fostering brand loyalty demonstrates that marketing in craft beer is as much about culture and storytelling as it is about sales. Moreover, her efforts in diversifying the reach of craft beer have helped bring these brands to new demographics and regions, ensuring continued growth in an industry that faces increasing competition from both independent breweries and large beverage conglomerates.Shapiro's journey in the craft beer industry is a testament to the power of strategic marketing, creative storytelling, and consumer engagement. As Trade Marketing Manager for Craft West, she has played a crucial role in elevating brands like Elysian Brewing, Golden Road Brewing, and Four Peaks Brewing, driving their success through innovative campaigns and market expansion strategies. Her work not only impacts the brands she manages but also contributes to the broader craft beer community, setting new benchmarks for excellence in trade marketing. As the industry continues to grow and evolve, Talia's influence will undoubtedly remain strong, shaping the future of craft beer marketing with passion, strategy, and creativity.
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