May 19, 2020

The beer industry contributes $350 billion to the US economy

Beer Industry US
Corrs Light
Zach Fatla
Coors Light Senior Marketing Manager.
Catherine Rowell
3 min
The beer industry contributes $350 billion to the US economy

Representing a $252.6 billion beer industry is The Beer Institute. Formulating public policy and incorporating over 4,000 brewers across America, it has become a lucrative industry, creating thousands of jobs and providing economic growth.

Alongside our study on the top 10 most popular beer brands in this month’s Business Review USA., The Beer Institute has recently released their findings of their economy study Beer Serves America. The study reveals that the beer industry contributes approximately $350 billion to the economy, creating over two million jobs, providing $103.3 billion in wages and benefits to American workers and families.

The study, based on government and industry data, estimates the wages provided, the economic contribution generated, the taxes paid and the number of jobs supported by the American beer industry. Jim McGreevy, President and CEO of the Beer Institute has said that the studydemonstrates how brewers, beer importers and beer industry suppliers are creating jobs, providing wages and benefits to working Americans and supporting the economy in every state and every congressional district."

NBWA President & CEO Craig Purser has also commented, "America's beer distributors are proud to provide nearly 135,000 jobs with solid wages and great benefits to employees at more than 3,000 facilities, located in every state and congressional district across the country. Independent beer distributors generate significant economic contributions in their communities through local business-to-business commerce, investments in local infrastructure and capital assets and tax revenue. Through a wide range of services, distributors work to build beer brands of all kinds – from large, familiar labels to start-up, craft brands and imports from around the world – and to deliver vast consumer choice in the marketplace."

Through the survey, key findings have included:

  • Brewers and beer importers directly employ 64,745 Americans. About 58 percent of brewing jobs are linked to large and mid-sized brewers and beer importers.
  • Beer distributors directly employ 134,240 Americans.
  • Overall, the beer industry contributes more than $350 billion in economic output, which is equal to nearly 1.9 percent of the U.S. Gross Domestic Product.
  • Suppliers to the brewing industry – enterprises that manufacture bottles, cans and kegs, cardboard case boxes, brewing equipment or marketing displays – generate nearly $115.3 billion in economic activity and are responsible for more than 491,800 jobs alone.

 

With regards to sustainable practices within the beer industry, Corrs Light have become prime leaders, such as with their recyclable aluminium can, which has provided several advantages. Corrs Brewing have recently become leaders in sustainable brewing practices, with their new program EveryOneCan, raising awareness with regards to recycle and waste.

Corrs’ new partnership with TerraCycle will enable the company to reward consumers with cooler bags made from recycled vinyl advertisements and grills made from recycled kegs, providing key upcycling initiatives to encourage consumers to recycle.

Zach Fatla, Coors Light Senior Marketing Manager said, "We're proud to be making strides. EveryOneCan is based on the idea that everyone has the ability to have a positive impact on the environment, and we hope we can lead the way, working together with our drinkers."

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Jun 13, 2021

Marketing matters: from IBM to Kyndryl

CMO
Kyndryl
IBM
Leadership
Kate Birch
5 min
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl. Maria talks about her new role and her leadership style

Former Chief Marketing Officer for IBM Americas, and an IBM veteran of more than 25 years, Maria Bartolome Winans was recently named CMO for Kyndryl.

Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.

With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.

You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?

I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.

We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.

What experiences have helped prepare you for this new opportunity?

I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.

The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.

How would you describe your leadership style?

I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.

I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.

What’s the best leadership advice you’ve received?

When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.

What does success look like to you?

I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.

What advice would you give to your younger self just starting out in the industry?

I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.

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