10 key ingredients for craft beer success are: 1) Focus marketing efforts on tools that directly help sell beer like point-of-sale materials. 2) Build the brand around the brewery where the authentic story is most meaningful to consumers. 3) Create opportunities for conversations between consumers and brand representatives to share the brand's passion. 4) Develop an authentic story that employees genuinely live and breathe. 5) Prioritize the on-premise channel to gain credibility and awareness. 6) Have representatives actively selling and marketing the brand in their local markets. 7) Leverage influencers who are passionate about trends to spread the brand message. 8) Bring the brand's icon to life