Good branding is a cornerstone of any business. Craft beer drinkers want to know your brewery's mission, they want to be part of your community, and they want the artisanal stature of your beer to show up in your physical artwork, including your cans, your taproom walls, and most importantly, your brewery logo.
Back in the day, we're talking all the way back to the 90s and prior, the case of beer was the definitive unit of measurement for starting a good time.
The craft beer variety pack is the world's biggest gamble. You could get introduced to your next favorite IPA. Or, you could get stuck with Old Fezziwig.