When the “best of” lists come out this time of year, it’s a good time to quickly reflect on what marketing and communications can and can’t do. The truth is – clever ideas and a well-executed campaigns only get you so far. Especially when it comes to a category like craft beer. When we’re objectively talking about comparing the very best of anything, ultimately the product/ service/ experience has to stand on its own.

But to be in those conversations, you have to put yourself in the room. And how you do that goes a long way in determining the outcome of the conversation and if it involves you.

This week, Men’s Journal named Anderson Valley Brewing Company its favorite Winter Warmer. The beer is excellent, and the brewery has as sterling a reputation in craft brewing circles as there is; those things ultimately matter more than anything else. But so does a six-pack of Anderson Valley Winter Solstice landing on the writer’s porch in the weeks leading up to publication.

There’s nothing complicated about it; if your horse isn’t at the starting gate, it doesn’t matter how fast they are. At a minimum, that’s what a good communications campaign should do: get you to the right gates.