Before you even think about brewing one drop of beer, you should
create a marketing strategy.
This should be part of your
business plan and requires you to know who your customer is and
what your channels of distribution are. Your marketing and branding
will say a lot about who you are and what kind of quality you stand
Trying to navigate the communication sector to find the right
media channel can be a daunting task. Traditional channels are
disappearing and becoming less relevant for the new beer consumer.
Television and radio generally send a signal of success, but in
turn your consumer might feel as though you are too big for them.
You may not want to employ these mediums until quite some time in
the future. If your initial focus is your local market, take a look
at what unique, community-based marketing opportunities exist to
help generate word-of-mouth, such as sampling events, sponsorships
or advertising in smaller, local publications.
Website and Social Media
Your website needs to be simple and inviting. It should be
extremely easy to update – as frequently as on a daily basis.
There are now many easy-to-use website development programs such as
Wordpress you can use to build and maintain your site, without
investing an exorbitant amount on a designer.
Social media is a worthwhile part of your marketing strategy,
particularly when starting out. Being on Twitter, Facebook and
LinkedIn are critical for the modern brewer, although you may find
success in other social media as well. Submit quality information
and images in a timely fashion and you will draw people to you
– but keep in mind that you may need to invest in promoted
posts in order to help build that initial baseline of
This is a place where many businesses fail. Many companies
believe that everyone needs wearables like t-shirts, hats, bottle
openers, pens and so on. While it's nice to have these
items available, you should exercise caution on the amount of
investment for each of these items. Try not to give them away
without a purpose. Ideally, they should carry a 'cool'
factor and be sold. Attaching a dollar value often drives up the
image of the product and it's not taken for granted. Critical
pieces of merchandise in the on-premise sector include glassware
that has been thoughtfully chosen and designed, tap handles and
Remember, your marketing strategy should create an emotional
bond with your consumer. Take your time and create a plan that will
drive interest and sales.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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