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The Making of Warsteiner’s “Taste of Life” with Yue Wu, DJ Rafik and Andy Chiu

Last month we visited with Warsteiner’s Andy Chiu as he provided a comprehensive telling of the strategy involved when marketing beer as opposed to his previous efforts in the sneaker industry. With prior experiences with German brands adidas a...

Applying Sneaker Marketing to a 259-Year-Old Beer Company with Andy Chiu

The industries of athletic footwear and beer are often never entered in direct comparison. On the one hand with footwear, technology and innovation are championed in the pursuit of on-field perfection as well as an off-field promotion of lifestyle. F...