The numbers don't lie, but they don't tell the whole story either. While industry reports show beer volumes falling 3.2% and craft beer facing its second consecutive year of decline, the brewing landscape isn't uniformly bleak. It's simply changing shape.
Numbers tell stories if you listen closely enough. In January 2025, nearly 800,000 visitors came to Hawaii's shores, spending $1.89 billion across the islands. That's growth, yes, but what's more interesting is how the patterns are changing beneath these headline figures.
Marketing rarely speaks honestly about changing consumer behaviors. We're changing that conversation—particularly for hospitality brands facing two significant shifts:
Most social media strategies aren't strategies at all. They're calendars filled with content nobody asked for, posted at times determined by outdated studies, measured by metrics that rarely connect to business results.The ritual continues because it's comfortable, not because it works.The Platform
Search is changing. People stopped typing keywords and started asking questions. "Best running shoes" became "What running shoes are best for flat feet and marathon training?" The shift seems subtle. It isn't.This evolution moves us from search engine optimization to answer engine optimization.
Most marketing misses something essential: how people actually talk. Not how brands wish they would talk, or how marketers think they should talk, but how conversations unfold in the real world, between real people.