When looking to market a craft beer, it’s assumed your beer’s going to be great. You need a different edge.
Working out what that edge is of course, can be a trick. You have to figure out what combination of factors will get people to buy and try your beer.
If you’re anything like me, you’re a sucker for championing the underdog, so some against all odds start up story, or unique background to your passion for great beer-making might be your edge.
For others, it might be a cause. Perhaps you brew to support a favorite charity, or to champion local schools, or give back to society. Or maybe you are a hub of local small businesses, and look to develop more a “local niche”.
Whatever it is, when thinking on these things, you’re trying to find an emotional connection between your beer and your beer customers.
If you don’t think your story is unique enough to hold an entire brand together… you’re right. Today’s market is flooded with micro-breweries, and I’m willing to bet at least 50% of these have a truly remarkable start-up story, or do good with societal impact. So, what else?
THE EXPERIENCE OF YOUR BEER
Brewing a good beer and telling a compelling brand story is the entry cost of a competitive market. However, the experience of your beer is what will keep people coming back, and sharing how great your beer is with others.
So with all the focus on marketing, paying attention to the experience people trying your beer will share with you. This is more controllable if you have a location you sell out of, such as a Brewery, but even if you don’t, pick your distribution partners carefully, and educate them on the experience you want your brand to portray.
BRANDING
If you don’t think your story is unique enough to hold an entire brand together… you’re right. Today’s market is flooded with micro-breweries, and I’m willing to bet at least 50% of these have a truly remarkable start-up story, or do good with societal impact. So, what else?
Distinctive, attractive branding is a great way to distinguish a brewery. Good branding understands how a brand will connect with the audience most likely to buy. It draws people in to pick up your bottle, read your story, and allows you the time to make the connection you have been working for above.
Branding determines how people feel about your company. Everything from your brand name, the colors used, the language chosen to articulate your story, everything builds this brand. Having unique packaging, a great label (goes without saying that we would bring this up), delivery trucks and a great website can work wonders in convincing people to buy your beer.
In 2017, we’ll be discussion one micro-brewery brand from Oregon in depth each month. You won’t want to miss our insights!