April 2015
| Business World
131
awareness. When competition is fierce, find-
ing a differentiating catalyst means looking
at the slightest and smallest of details and us-
ing it to your advantage. At Adelbert’s, that’s
exactly what they’ve done.
“On our bottles we put the story behind the
beer name; we put the description of it as
well as food pairings,” Zomper Haney said.
“There is a real person behind our brand and
the stories. We have a personal touch and in-
teraction with our beer. Someone may like
us because they like Belgian beer. Someone
may hear a story about what we’re named af-
ter and resonate with that.”
Adelbert’s marketing strategy is more than
just about beer. Seen as an all encompassing
activity meant to soothe the soul, the combi-
nation of food, beer and storytelling is at the
core of Adelbert’s existence.
“In the food pairing aspect, a lot of beers are
designed to be drank and forgotten about,”
Zomper Haney said. “With our beer, we
want people to really have an experience
