Deweys and Larosa's

So I just posted something about Dewey's salads, and that reminded me of something I was told last week.

I was at a presentation by the local Samuel Adams distributor. This presentation was put on by Ad2 Cincy, a local professional organization for folks 21-32 who are interested in advertising. The presenter was talking about the challenges of marketing Sam Adams, which is a more expensive beer, and also a better beer. So he was talking about convincing people to "trade up" to Sam Adams.

In the beginning this was hard, because no one knew what great beer tasted like. But then they gradually taught people what great beer tasted like. So anyway, this distributor obviously knows people at Larosa' and he mentioned that the people there were actually happy that Dewey's has shown up on the scene.

Seems counterintuitive, right? Well, they say that Dewey's has educated people in the area about gourmet pizza, allowing Larosa's to sell their own line of gourmet pizzas, at a higher price point than their other pies.

I find that interesting. Do you?