The world of craft brewing is more than just a favorite hobby for millions of Americans and many consider craft beer to be an art form. Beer connoisseurs travel all over the country and the world to taste unique micro or small-batch brews from breweries. While the more brewers in operation the merrier for the overall craft beer industry, it takes a smart marketing strategy for a brewery to stand out and keep customers coming back for more.
What is YOUR strategy?
Begin asking yourself important questions like: What is the unique draw of my brewery? What was my driving purpose behind becoming a brewery owner? It is questions like these that will shape your marketing strategy and help infuse your own personality into your brewery’s brand identity.
How much should you spend on marketing?
Most breweries/brewpubs spend about 3-10% of their sales on a marketing budget. But for brewmasters who are comfortable with digital marketing and social media, that number could be much lower. To calculate your budget more strategically, analyze your brewery’s profit margin, inventory turnover ratio, and market share. These numbers will tell you if increasing your marketing budget would be a smart move for driving more business. There are many different ways to approach your marketing budget. The good thing is that there is a wide range of ways to market a business, no matter the budget. If you are working with a limited budget, it is best to start small by using your own network of friends, family, and local business organizations. If you have a large budget or if you are opening a location in a new area, dedicate your financial resources to strategic promotional campaigns and sponsorships so that your brewery will reach its target customers.
Marketing ideas:
- Community generated content is really word-of-mouth marketing for the new age. Your customers are talking about and praising your brewery online, all you need to do is promote their excitement to a wider audience. Community-generated content is a simple and effective tool to highlight how active and loving your community of customers are: Think Local Drink Local.
- Visual of interior and exterior is important when thinking about getting customers to come in and come back. Going to a brewery is about the beer, but it is also about the experience. In general, breweries have a signature laid-back atmosphere. Setting your brewery apart from the rest will depend on the quality of the brews you are pouring. But, to get people in the door and sticking around for more than just one beer, you will need to make your brewery’s atmosphere something to talk about.
- Tastings are also a very easy way to market your product. Who likes free beer!? Everyone! Try offering a complimentary beer tasting. Showcase one of your newest creations or to highlight an old favorite, hosting a tasting is a guaranteed way to attract a brewery crowd. Announce your tastings via social media and local channels and watch your brewery fill up with thirsty guests. If you don’t want to go the free route, maybe offer a discounted flight tasting.
- Food Trucks are always an easy way to bring in customers. Try inviting a food truck to come and sell some delicious food. Sometimes food trucks have their own following and that could mean new customers for you! You can offer pairing recommendations and make it a very fun and special event!
- Social Media is a great way to get your message across. Post pictures of your beers or of events. Show potential customers how much fun it is to be at your brewery! Invite other people to share and post. The more people you try to reach the better it will be!
- Loyalty programs are one of the most effective ways to boost customer loyalty. Consumers who participate in high-performing loyalty programs are 80% more likely to choose the brand over competitors. They’re also twice as likely to recommend that brand to their friends. To create an effective loyalty program at your brewery, be sure to make your annual membership fee worthwhile for your customers by including offers like discounted pours, celebratory “members only” nights, discounts on merchandise, and complimentary rounds of beer.
Marketing a brewery takes the perfect blend of hops, grain, water, and dedication. Now that you know everything you need to create an effective brewery marketing strategy, you’re on your way to designing campaigns that keep the beer-loving members of your community coming back for more. Also, if your budget allows, consider outsourcing with a firm that specializes in marketing.
Sources:
https://sloanreview.mit.edu/article/why-customer-experience-is-key-for-loyalty-programs/
https://pos.toasttab.com/blog/on-the-line/restaurant-marketing