The U.S. Hops Business Is in Bad Shape. Here’s Why.

In his memoir of a life spent selling Heineken for his family’s eponymous importer, Philip Van Munching describes the challenge of hiring brand managers from beyond the industry. “The one candidate who impressed me suggested her first order of business if she got the job would be a self-education on the various legal restrictions placed upon beer marketing,” he writes in 1997’s “Beer Blast.” “The other two lacked not only the first’s MBA, but also failed to give any indication to me that they recognized any differences between different packaged goods.

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