1.16 How does Eskimo Joe’s build long-term customer relationships?

Since 1975, Eskimo Joe’s has been a popular watering hole in Stillwater, Oklahoma. Through word of mouth and a popular logo spread via T-shirts, it rapidly became a favourite place to grab a beer for students at Oklahoma State. But what started as a basic beer joint has grown into something much more.
When the drinking age changed from 18 to 21 in the 1980s, Eskimo Joe’s had to decide how it would move forward. That challenge helped the company to recognise that its product is much more than just a cold mug of beer.