Branding & Marketing Beer in a Weird New World
Amid a pandemic and a shaky economy, it’s a scary time for craft breweries. Whether you’re just starting out or you’re riding out the storm, here’s eight tips for branding and marketing beer.
Tip #7: Know what people are picking
The world being in turmoil doesn’t mean craft beer aficionados have given up on seeking out what’s next. Whether it’s low-cal hazy IPAs or quality NA’s, keep your ear to the ground and try to offer the latest trends.
—
Tip #6: Double down on the merch game
You need your walking billboards more than ever. Give customers a chance to show they’re wise to craft beer trends by making your online shop easy to navigate.
If you’re sitting on old stock, encourage people to make their first online order with a giveaway (free tees perform miracles).
—
Tip #5: Lean into local love
In the wake of economic destruction, consumers are rallying for the little guy. In many areas of their lives, people are hesitating when they reach for brand names and saying, ‘maybe I’ll try something local.’
Make that your opportunity to become a staple in their beer rotation.
—
Tip #4: Plan on pick-up for the long haul
Don’t mistake pick-up and delivery for temporary, situational phenomena. Brands like Starbucks are planning their real estate futures around pick-up-only locations—are you?
—
Tip #3: Dig in on social media
Now’s the time to go all-in on social media engagement. Craft beer is a space where consumers love a behind-the-scenes look at what’s going on. Pick a platform and check in daily to share your beer making process.
It doesn’t have to be a massive commitment—one quick video a day is a big step up from none!
—
Tip #2: Get you beer on people’s doorsteps
Maybe you’ve got the packaging, but how do you get on board with deliveries? Team up with local restaurants to offer beers with their food deliveries. If you’re a bigger operation, look into pairing with specialty delivery services like Drizly.
And anyone can do local deliveries themselves—even if it starts with you doing it yourself with a bike and a basket!
—
Tip #1: Find new ways to package six packs
Consumers are more comfortable than ever picking up and having products delivered straight to their door—beer included. Rethink how you bundle beers and take advantage.
You might offer variety packs and other incentives. And of course there’s the packaging itself. Pair up with designers to make sure every six pack your customers carry down the street is a billboard for the best beer in town.
—
We’ll release a new tip every week, but you can get a sneak peek from O Street director David Freer.
