--- title: "How the Beer Industry Brews Good Business, Together" id: "29980" type: "post" slug: "how-the-beer-industry-brews-good-business-together" published_at: "2015-08-28T23:03:03+00:00" modified_at: "2015-08-28T23:03:03+00:00" url: "https://associationsnow.com/2015/08/28/how-the-beer-industry-brews-good-business-together/" markdown_url: "https://associationsnow.com/2015/08/28/how-the-beer-industry-brews-good-business-together.md" excerpt: "Despite being a part of a rapidly growing, competitive industry, brewers have learned to appreciate the value of cooperation. Plus: What's in store for Food Safety Awareness Month!" taxonomy_category: - "Meetings / Events" taxonomy_post_tag: - "ad industry" - "AssociationsNow" - "Live Events" - "Membership" - "Networking" - "trade associations" taxonomy_content_format: - "Article" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » How the Beer Industry Brews Good Business, Together When [Half Moon Bay Brewing Company (opens in a new tab)](http://www.hmbbrewingco.com/) Founder Lenny Mendonca used a name for his beer that was already owned, he was sure that a formal letter he received would mark the start of a long legal process. What he got instead was a personal message from the owner of the other brewery asking him to switch the name and wishing him luck in the business. It turns out that this community spirit is not uncommon in the [booming craft beer market](http://associationsnow.com/2013/03/report-the-craft-beer-industrys-big-year/) , where the secret to success in the industry may be to not have any secrets. *Entrepreneur* contributor Corie Brown [explores the benefits that come from such openness (opens in a new tab)](http://www.entrepreneur.com/article/249285) between competitors and how other groups can learn from the trade. Bob Sutton, a management science and engineering professor at Stanford University, told Brown the reason this model works so well for breweries is because of their need to unify against larger companies. “A segment needs to share knowledge to legitimize itself and increase sales in a battle against a common enemy,” Sutton said. “With a named enemy, an industry segment becomes a social movement.” ### Quiz of the day > FUN!!! Can u guess which of these [#tradeshow (opens in a new tab)](https://twitter.com/hashtag/tradeshow?src=hash&ref_src=twsrc%5Etfw) > [#exhibits (opens in a new tab)](https://twitter.com/hashtag/exhibits?src=hash&ref_src=twsrc%5Etfw) > is custom + which is rental? via [@exhibitor (opens in a new tab)](https://twitter.com/EXHIBITOR?ref_src=twsrc%5Etfw) > : [http://t.co/0Kp8mdDKyY (opens in a new tab)](http://t.co/0Kp8mdDKyY) > > — Emilie Barta (@EmilieBarta) [August 28, 2015 (opens in a new tab)](https://twitter.com/EmilieBarta/status/637304491767828480?ref_src=twsrc%5Etfw) How well can you distinguish between a rented conference exhibit and a custom-built one? Even the most hardened event planner may find [this quiz from Exhibitor a little tricky. (opens in a new tab)](http://www.exhibitoronline.com/topics/article.asp?ID=1938) ### Other Good Reads **What are the roadblocks facing associations looking to grow globally?** What sorts of research and governance should they be exploring? [Find these answers and more with this interview (opens in a new tab)](http://growglobally.org/?p=1816) between MCI Group’s Vice President of Global Association Management and Consulting Nikki Walker and its Senior Global Development Strategy Advisor Peter Turner. **September is Food Safety Awareness Month,** and the National Restaurant Association will be celebrating by focusing on the flow of food through restaurants. The organization will offer food-service-industry professionals tips for safely handling food; from receiving ingredients to serving the plate. Check out more details [here (opens in a new tab)](http://www.prnewswire.com/news-releases/national-food-safety-month-highlights-restaurant-industry-best-practices-300132969.html) . **Need some help with your organization’s leadership?** [Then read this interview (opens in a new tab)](http://host.madison.com/business/executive-qa/executive-q-a-michelle-czosek-leads-associations-helps-others-operate/article_ce897be3-7cda-5c62-82c0-fb9ee748f8b5.html) with Michelle Czosek, the new president/CEO of the [Wisconsin Society of Association Executives. (opens in a new tab)](http://www.wsae.org/home) Czosek calls upon her nearly 25 years of experience in association management to provide insights on best practices for operating an organization. (Joel Olives/ThinkStock) [Eli Zimmerman](https://associationsnow.com/author/eli-zimmerman/) Eli is studying Journalism at the University of Maryland. When not studying, he likes to relax with a nice book or a couple rounds at the local boxing gym. [More articles by this author](https://associationsnow.com/author/eli-zimmerman/) Tags: [#ad industry](https://associationsnow.com/tag/ad-industry/) [#Live Events](https://associationsnow.com/tag/live-events/) [#Membership](https://associationsnow.com/tag/membership/) [#Networking](https://associationsnow.com/tag/networking/) [#trade associations](https://associationsnow.com/tag/trade-associations/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoASAE TV Daily Recap: Final Day at the 2025 ASAE Annual Meeting & ExpositionAugust 14, 2025](https://associationsnow.com/2025/08/14/asae-tv-daily-recap-final-day-at-the-2025-asae-annual-meeting-exposition/) - [VideoDJ Johnson Shares His Experience at the 2025 ASAE Annual Meeting & ExpositionAugust 12, 2025](https://associationsnow.com/2025/08/12/dj-johnson-shares-his-experience-at-the-2025-asae-annual-meeting-exposition/) - [VideoAshley Cobb Shares Her Experience at the 2025 ASAE Annual Meeting & ExpositionAugust 12, 2025](https://associationsnow.com/2025/08/12/ashley-cobb-shares-her-experience-at-the-2025-asae-annual-meeting-exposition/) - [VideoJenny Teeson, CHSE Shares Her Experience at the 2025 ASAE Annual Meeting & ExpositionAugust 12, 2025](https://associationsnow.com/2025/08/12/jenny-teeson-chse-shares-her-experience-at-the-2025-asae-annual-meeting-exposition/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2015%2F08%2F28%2Fhow-the-beer-industry-brews-good-business-together%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !