San Fran Brewery Crafts Marketing Around Story, Word-Of-Mouth and Watermelon Hats

21st Amendment Brewery's Nico Freccia Pours Knowledge on CMO Strategy Summit Attendees

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Nico Freccia, the cofounder and head of business operations at San Francisco's 21st Amendment Brewery, sometimes wears a watermelon hat.

That's apparently the sort of thing it takes, along with a tasty brew in an eye-catching can, for Hell or High Watermelon beer to stand out against behemoths like Budweiser and Coors.

Mr. Freccia talked about beer brewing and marketing at Ad Age's CMO Strategy Summit this week in San Francisco. He ran down the highlights:

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