Breweries compete for market share, but they also have to compete with people who want to drink wine or liquor. The rise in popularity of craft beers and microbrews has made the competition more intense than ever before.
It can be tough to get your beer to stand out and be remembered. However, you can do a few things to attract new customers and increase sales. Here are seven marketing tactics used by breweries that you may find helpful.
Know your audience
The first step to increase your beer sales is knowing your audience. Are you targeting a specific age range or demographic? Who are the people who will enjoy your product? You need to know what they like and what their interests are. Learn as much as you can about the people who buy from you. Bartenders can quickly learn things like these in daily conversations. They don’t need to report on customer specifics, but it’s good info for you when they see patterns emerging.
Share photos of your beer on social media
One of the best ways to increase your sales is to show photos of your beer on social media. Even if you don’t have a lot of followers, people like sharing pictures. And that’s good for you.
For example, say you live in a town with only two breweries, posting pictures on their social media accounts. A new brewery may not get as many followers because it doesn’t have anything to show yet. But if they share photos on social media and create a buzz around their beer, they will see more customers than the other breweries.
Use a variety of marketing tactics
The first step is to examine the marketing tactics used by breweries. These tactics can be broken down into three main categories: digital, on-premise, and off-premise.
- Digital promotions include optimizing your website, Google Business Profile, social media, Yelp, and UnTappd.
- On-premise promotions include programming, brewery tours, tasting nights, trivia.
- Off-premise promotions might involve selling at a festival or sponsoring a festival or fundraiser.
Brewers use many different marketing tactics to increase their business. It’s not just about throwing money at an issue to see what works. Take some time to research what other breweries do and see what works best for your business. If they keep doing it, it must work for them. Then consider how you could do it better or more custom to your customers.
Educate people about your product
Educating people about your product is one of the simplest ways to increase your beer sales. Educate them on the ingredients in your beer. What does the ingredient taste like? What effect does it have on the beer? Your customers will want to know the answers to these questions. They’ll want to know why you chose this hop or that malt? Your customers will appreciate the information and be more inclined to give it a try.
Market through influencers
Marketing through local influencers is one of the most popular ways breweries increase sales. Influencers are people who have a following on social media. Some examples of influencers are bloggers, celebrities, and social media stars like YouTubers or Instagrammers.
Influencers are an effective form of marketing because they already have an audience to market your brewery’s beer. Not only will this help you increase sales, but the campaigns often come at a lower cost than more traditional marketing campaigns. And they generally hit a younger, 20-something audience. Just make sure they’re of legal drinking age. And never stop carding people.
When using influencer marketing, one thing to keep in mind is that it’s not just about getting the influencer to post about your business on their channels. You want them to publish content that gives a shout-out for your business and (wherever possible) include a link back to your website so people know where they can get more information from you.
Create a unique Instagram worthy experience
The rise of craft beers has allowed breweries to have a unique experience. When customers come in, they are not just buying beer. They are being part of the culture.
One way to increase sales is to create a memorable experience for your customers. Creating an experience can be as simple as changing your branding to look the same or adding photos of your customers drinking your beer on social media accounts. You want people to see how much fun they have at your brewery and think, “I want that too!”
And if you create a photo spot in your taproom, you can achieve tons of influencer marketing simply with a couple cans of paint and some creativity. Instagrammers and influencers generally love taking and posting pics of themselves in unique places.
Leverage seasonal promotions
Breweries have often been criticized for not being creative with their seasonal offerings. Instead of coming up with a new pumpkin beer every year, many breweries simply release the same beer with a different label. Boring.
Take advantage of seasonal flavors and change your offer with each new brew. Use your brewing time to generate some buzz about your new seasonal offering. Create anticipation.