Craft beer is growing – rapidly. In the past decade alone, the industry has exploded in popularity, with 8.5 million barrels of beer being produced in 2008, increasing to a massive 26 million barrels in 2018. In that period the total number of craft breweries in the United States grew from 1,500 to more than 7,000.
As the industry becomes increasingly more popular, and therefore the competitor landscape more intense, marketing is an essential element to your business plan(s) as a craft brewery. The following 8 ideas will support you in developing a scalable marketing plan, regardless of the budgets available.
Get to grips with social media
Close up shots taken on your camera phone are fine, but a casual snap in the brewhouse here and there will not take advantage of everything social media has to offer in terms of exposure. Companies on social media platforms gain followers and engagement with their posts because people are interested to find out the latest news developments in their sector, or their subjects of interest. They want to discover the why behind your brand, the ethos, and even your plans for the future.
Of course, who doesn’t love a pic of a refreshing cold one but allow your audience to get to know your brewery from the inside out. Have you shown your audience what your brewery facilities look like, or the faces of your team responsible for brewing the beer that they love? When it comes to social media, honestly and openness are the best policies when it comes to building an authentic perception of your brand, and your choices in the photos and messages you post.
Partner with businesses in your local area
With all the digital tools we have at our fingertips these days, it’s ironic to think that word of mouth is still one of the most effective means of marketing your brewery, but that is the case. Make sure you leverage the organic reach of your messages by partnering with complementary businesses in your local area and online. This doesn’t necessarily mean they have to stock and sell your products, the businesses you partner with may not even be compatible in that sense, but it is a big plus and shows a huge amount of social proof.
Brainstorm ideas for ways you can collaborate with businesses in your local area, you’ll be sure to come up with lots in no time with a local map and a google search or two. Partnering with charities in fundraising efforts for good causes and hosting or attending others’ events should be considered as well.
Get active in your local community
Your local community will most likely have all sorts of gatherings on weekends whether it’s a local farmers market, a food truck park, a local sports game or something in between. Check out your local newspaper and introduce yourself via your local chamber of commerce, or message board in the local coffee shop. Ensure you stay up to date with events coming up in your neighbourhood.
Focus on the unique qualities of your brewery
There are thousands upon thousands of breweries across the United States, but there is only one you, and only one version of YOUR brewery, so let it show. Nobody and no business ever stood out by trying to be the same as everyone else. Be proud of your unique qualities as a brewery, a business and a brand. Showcase the reasons for your existence in your comms on and offline. Do you use rare or unusual ingredients in your brew? Do you work with some off the wall local artists with some insane artistic creativity? Let it show.
Don’t worry if you can’t think of anything that makes you visible stand out at first glance. If you’ve ever come across a company that appears weak or outdated in their appearance but maintains the customers rolling in to buy their products week after week, there’s a good chance that the product(s) those customers are buying is part of a fantastic story behind the business serving them.
Launch a newsletter for your audience
Did you know for every dollar spent on email marketing, approximately $32 to $44 is generated in return? We know it takes a lot of time to run all the supportive activities alongside the brewing of great beer, but even if you send a monthly newsletter to remind your customers where you are, who you are and what you’ve been up to, this will go a long way in retaining a regular customer base visiting your taproom or buying your products online.
There are some methods when it comes to the success of a brewery newsletter. Think about what your readers want to know about and what they’re going to take the time to click on or turn the page on to read. If you don’t have any breaking news at the brewery right now, remind your customers of your latest offerings and where they can buy your beer around town and online. Ensure the subject lines of your email newsletters are catchy, but appropriate, and skip on the clickbait, nobody like false promises of free beer on their inbox if that’s not the case. Ensure your social media icons are easily visible on your email newsletters to gain those extra followers who want to know informed on all your announcements going forward.
Start hosting events
Have you ever considered showing customers around your brewery on guided tours? One thing that is most certainly true about beer loves is that they’re interested and invested in the products they love. Many share the passion that breweries do in the process of making a great brew. Themed nights are a fun way to bring in the crowds, consider things like bring your dog nights or host a local food business in your brewhouse for a night of food, music and of course your beer. If you don’t have the space for any type of gatherings in house, consider a local park or community centre.
Highlight what makes your brewery fun
Don’t take yourself too seriously when it comes to your marketing comms, you’re not a corporate bank in Manhattan and nobody expects your team to be dressed in freshly pressed suits while brewing your beer. In the end, beers are drunk because they taste great and people want to have a good time, so ensure that this comes across when communicating with your audience.
Not everything you publish online has to be polished and rehearsed, instead, focus more on engaging with the people that love to drink your beer. Consider a hashtag campaign to get people reposting themselves enjoying your beers or start a competition for the funniest photo in the name of a local charity.
Connect with publications in the beer industry
There are lots of trade magazines and publications in the beer and brewing industry. Reach out to publications and their editorial staff to introduce yourselves, highlighting the unique characteristics of your brewery and why they should want to write an article about you. If you have some breaking news about your brewery, ensure that those writing about the goings-on in the industry know about it too. Chances are if your news is newsworthy to others, they’ll be quick to begin their write-ups on your taproom opening or brand-new seasonal brew hitting the shelves.
Alongside editorial content, it is always a worthwhile exercise to promote your brand to a targeted audience of the types of bars, restaurants, online stores, farmers markets and anywhere else that may be interested in stocking the latest and greatest products (of yours) in their taps and their refrigerators. Wed and print ads are a fantastic, cost-effective method for breweries to extend their reach in quick time, and nationwide, if casting a wider net of expansion is on the cards for your brewery.
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