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Marketing for Microbreweries


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A quick overview to help microbreweries get their craft beer in front of public and increase sales using social media, video and other low cost means.

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Marketing for Microbreweries

  1. 1. Marketing for Microbreweries A beginner’s guide from: The Beer Talking Marketing Company
  2. 2. The market place for micro-breweries There has been a dramatic increase in the number of microbreweries in the UK in the past decade. Brewers come from a variety of backgrounds with a passion and love for creating exciting new flavours and brews but some lack the important business skills that will make their enterprise a success. The correct and appropriate branding and marketing of your brewery and its products is as much a key to your success as the taste and quality of your beers To be a successful brewer you need to have quality product, that is an absolute and no amount of marketing will sell a bad pint but good marketing can help sell a lot more of a good pint.
  3. 3. Marketing for breweries The average consumer is not going to look on-line for a beer to drink, the choice is made often on the spur of the moment so the overall ethos of brewery marketing is to ensure product is in the right place and then is seen by consumer to be desirable. So any evaluation of brewery marketing breaks down into:  Getting your product placed  Getting your product noticed.  Building brand loyalty for your product to ensure repeat sales To ensure both the product must be desirable to the end consumer.
  4. 4. Know your target market Before any form of marketing is considered you need to consider the following:  What are you selling–what is the spirit of your product ?  Who are selling to?  What is the age range and social/gender demographic?  Will you be looking to sell in bottle or cask?  What is going to be your defining feature Remember that before a drop is touched we drink with our eyes and so your whole brand has to be thought through and conceived before any time or expense is incurred and possibly wasted on half-baked ideas and bad planning.
  5. 5. Have a story and tell it. You need to distinguish your brewery from the others. Tell the tale of the brewery, what inspired you to take the leap of faith and head out on your own, be personal – one of the recognised selling points for the smaller brewer is provenance; what is the background to the beer, who is making it and why. An identifiable logo or character or branding is essential for success. Look around at other succesful brands. Brewdog and its equity for punks may seem a million miles from the bucolic idyll of Wensleydale but they are both relevant to the market they are chasing. Avoid the gimmicky, the childish/sexist and the crass – you can alienate a large potential customer base with a badly thought through concept Brewing good beer is no longer enough to guarantee a successful future; a solid marketing plan is required.
  6. 6. Being noticed and bought Your product needs to provoke immediate response, not a ‘think about it’ product Initial response based upon sight, recommendation (peer and on-line), price, curiosity, strength etc. As competition grows so does the need to ensure your product stands out:  Bottle shape and content size  Labelling – increase in number of youth market so design is important, avoid sexist images – there is an increase in number of female drinkers so why alienate an increasing customer base with offensive images.  Have a sense of fun and adventure with your product names.  Look at an overall brand that ties in with social media and the ‘club’ mentality; people who buy your beer need to feel special.
  7. 7. Getting to market Supermarkets – as the interest in craft ale increases then the chances of placement via the supermarkets increase. Approach the supply manager with samples Beerfestivals – check out CAMRA’s list of beerfestivals and apply to be a selected ale. Approach local community organistaions that hold the appropriate licence and be supplier to their bar Approach mail order beer companies and see if they are prepared to stock your bottles as part of their gift/special event packs Non–tied houses will be interested in carrying your product. Join forces with other local brewers and stage your own festival
  8. 8. Areas to consider: online and offline Offline marketing – the more traditional ways of reaching your market  Point of Sale  Public Relations  Press advertising  Word of mouth  Trade shows – representation at beer festivals Online marketing – do not ignore the digital age  Social Media – facebook/twitter/tumblr/Youtube  Online advertising – facebook/google  Blogging – give advise on brewing and show your expertise
  9. 9. Social media-be social and interact with others Facebook – create a fan page and generate content – respond and interact with customers and followers, listen to what they are saying Twitter – follow and interact – check who is following the big players and follow them and they will reciprocate Pinterest – use images of product to generate interest Email database – use Mailchimp – free and effective provide updates and offers; make the recipient want to receive and open them – check stats. Link your social media together so that tweets and posts show on your website and encourages site viewers to follow you in other media formats.
  10. 10. Use of video – sell yourself Setting up a Youtube account is straightforward Youtube will host your videos for no cost and you can embed (show) them on your website Use video to tell your story and engage with the public; tell your tale and give product information, recipe ideas and tasting notes  Use descriptive title – use correct keywords (tags) – full description: all assist with promotion to top of search  People buy from people – video can show provenance and expertise  Hits to your video on both site and Youtube help with SEO  Google is Youtube
  11. 11. PR – get the press without the pressure Press space is an invaluable and inexpensive way of getting your name out there but you need to have a story on which to hang your press release. Have you named a brew in honour of a local figure or sporting hero or forthcoming event? Does your brewery have you a special anniversary coming up ? Find something interesting about your business and accompany it with a correctly annotated photograph. If you are having a tasting session invite the local press to join you.
  12. 12. Merchandise Your loyal customers are your fans and like fans of a team or a band they will want to show their appreciation, support and loyalty by wearing your brand and, in doing so, they are advertising your product. I know, crazy isn’t it… they pay you to promote your beer. If you are not producing quality, eye catching merchandise then you are leaving money on the table.  Make sure you use quality promotional materials and have an eye-catching design; you want people to want to wear your logo and to feel good when they do it.  Don’t just think t-shirts; how about a branded bag for life that you give away with x number of bottles bought?  Branded gift vouchers are a great way of getting new customers and selling product to existing customers
  13. 13. Go for it …… There is a whole wide world of beer drinkers out there and the numbers just keep on growing. To make sure that you don’t get left behind you need to be imaginative and proactive. For help and advice with all aspects of your marketing have a word with us. We can help you focus your ideas and concepts and more importantly implement them in an effective and economical way to make sure that your beer is the one that both the discerning drinker and the interested passer-by wants to try. Call 0797 102 1268 today. Thanks and cheers. Mike Massen – The Beer Talking Marketing Company