Red White and Brew or Crossing the Chasm

Red, White, and Brew: A Beer Odyssey Across the U.S.

Author: Brian Yaeger

Red, White, and Brew is the ultimate beer run across the United States, during which Brian Yaeger visits fourteen breweries of various sizes and talks to founders, owners, brewmasters, consumers, and anyone else he meets on his odyssey and who enjoys the making, tasting, and appreciating of brews.

Red, White, and Brew pursues the roots of brewers who brought their craft with them from their homeland and investigates how the tradition is faring today and where it may head in the future. Covering everything from fifth-generation family-run brewing companies to first-wave microbreweries, this book is a travelogue, guide, and genealogical study of beer families and homebrewers from Portland, Maine, to Portland, Oregon. It is filled with eclectic characters and shrewd businesspeople who populate an industry as old as the New World, and who produce liquid philanthropy, one keg at a time.

Publishers Weekly

Beer-enthusiast Yaeger writes about his travels throughout the country visiting microbreweries, and like most suds aficionados, he has an affinity for so-called craft beers. Throughout his odyssey-starting at the ancient Yuengling Brewery in Pottsville, Pa., and going West before concluding at the upstart Dogfish Head Craft Brewery in Delaware-he spends less time on the many beers he quaffs than he does on portraying the dedicated brewers running these quixotic enterprises. There's good reason for that, as the people he comes across in his journey (crashing on couches, always buying a six-pack sampler of the local brewery's wares on the way out of town) are an uncommonly determined lot. In Yaeger's chatty interviews with the brewers, they talk about the business, the post-1980s renaissance in American beer and the common need to enter into distribution agreements with the likes of Anheuser Busch (if not letting themselves be bought outright). Yaeger's book is a solid and amiable rendering of a tough business. (Oct.)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

New interesting book: Fabulous Lovers Fabulous Foods or Conserve Water Drink Wine

Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers

Author: Geoffrey A Moor

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

GIS World Inc. Staff

One of the most thought-provoking books on technology marketing...Moore throws outmoded marketing ideas out the window to clear space for the special realities of the high-tech market.

Computer Letter

Geoff Moore's book is full of good medicine for bad marketing.

What People Are Saying

Jeff Miller
"Must read for marketing executives, CEOs, and especially venture capitalists."

James A. Unruh
"Crossing the Chasm truly addresses the subtleties of high-tech marketing. We have embraced many of the concepts in the book and it has become a 'bestseller' with Unisys."

William V. Campbell
"Must reading for anybody in high tech."

Jim Kouzes
"If you find yourself wondering why it is that the majority of potential buyers for your newest breakthrough technology are not as enthusiastic as your early adopters, read this book or risk joining the others at the bottom of the high-tech abyss."

Dick Shaffer
"Geoff Moore's book is full of good medicine for bad marketing."

Robert K. Weller S.V.P.
"Crossing the Chasm should be the Bible for high-tech companies looking for direction with marketing and distribution challenges. Geoff's model corresponds directly to the launch of Lotus Notes and continues to shape our marketing programs."

Table of Contents:

Introduction

Part I: Discovering the Chasm

Chapter 1: High-Tech Marketing Illusion

Chapter 2: High-Tech Marketing Enlightenment

Part II: Crossing the Chasm

Chapter 3: The D-Day Analogy

Chapter 4: Target the Point of Attack

Chapter 5: Assemble the Invasion Force

Chapter 6: Define the Battle

Chapter 7: Launch the Invasion

Conclusion

Index