In the dissertation I tough on the use of honesty as highlighted by Michal Johnson in Problem solved, The Hans Briter Hotel branding highlights perfectly how honesty can be a great selling point for a small business. Relating this to the beer industry is needed however and as I use Dogfish head several times in the dissertation i feel that using the human saliva in a beer that they produced is a great example and platform for linking brand honesty in other sectors to the beer industry.
Process of making Chicha
Source: http://www.dogfish.com/brews-spirits/the-brews/brewpub-exclusives/chicha.htm
Video source: http://www.youtube.com/watch?v=QSXpLjewfMo
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