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It’s harder to quantify the bottom line impact of “thought leadership” campaigns, which can put the concept on the back-burner when it comes to CPG comms. But In our experience the fruits bear quickly and repeatedly. Sometimes it’s best not to over think it: good things happen when you give smart and passionate people an audience, as evidenced by this piece Anderson Valley Brewing Company’s Kevin McGee wrote for Rolling Stone.

https://www.rollingstone.com/culture-council/articles/trend-in-2022-an-insiders-take-on-the-quiet-revolution-going-on-in-craft-beer-1326277/