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Led by experienced brewery brand builder Chad Melis, who spent over a decade elevating the Oskar Blues Brewery brand and now runs the marketing collective Turn It Up Media, this presentation will provide a roadmap for breweries to execute an effective media relations strategy.
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Sponsorships can be an important revenue stream supporting diverse entities from national sports leagues to local brewery events. In this session, participants will learn essential elements for attracting sponsors and getting maximum revenue. We will cover how to identify good sponsors, how to create mutually beneficial relationships, how to sell sponsorships and more. Participants will leave with a general understanding of sponsorships and gain insight into best practices.
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During this session, I’ll walk you through our Fundamental Brewery Marketing Strategy.
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Alcohol e-commerce isn’t just a trend, it’s here to stay — but how can beer and hard seltzer brands fully utilize this sales channel and grow their businesses? Join Jason Sherman, CEO and Founder of TapRm, as he discusses the value of having your own customized e-commerce channel and the many ways it can help your beer brand scale.
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Running a profitable taproom isn’t all flowing tap lines and good times. There’s a method to the madness, and it’s DATA!
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As brewery owners and taproom managers, you know you’re supposed to host events. You may even have a staff member dedicated to creating and booking events. But they never seem to live up to expectations – and your regulars and your staff hate them.
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The 2022 Craft Beer Marketing Awards (CBMAs) “Crushie” winners have been announced. Part one was announced in a virtual awards ceremony on Thursday, May 28th and the final winners were announced on May 4th Live at the Craft Brewers Conference in Minneapolis, MN.
The Craft Beer Marketing Awards was established in 2019 to give recognition to the best companies in the marketing realm of the brewing industry.
Some notable winners were Starr Hill Brewery who won a gold medal in the Best Packaging Design for Bottles category for their Northern Lights IPA and Florida Beer Podcast which was awarded a gold medal in the Best Beer Podcast category.
Today, March 14th is the last chance to enter the Craft Beer Marketing Awards.
The CBMA was developed to recognize and award the best marketing in the brewing industry across the world. Breweries, their agencies, artists, and marketing partners are invited to enter their work. The 2022 CBMAS include categories that recognize all aspects of beer–related marketing and are open to beer, cider, seltzer, mead and brewery-made RDT cocktails. There are more than 40 marketing and design categories in total.
For more information on the awards and to enter, go here.
Nick Bartelme, Marketing Manager at CANarchy, sat down with CODO Design, a food and beverage branding firm, to lay out some important insight on how brewers can raise the quality and effectiveness of their POS program.
From where to start a POS program (four pieces of POS every brewery should start with) to emergent non-beer verticals breweries should be paying attention to right now, Bartelme also describes how CANarchy roles out their POS program and differentiates between sales and marketing.
See the full story here at Craft Brewing Business.
The following article was originally published on May 15, 2014. It has been reviewed and updated as necessary by the ProBrewer editorial staff.
Related source on ProBrewer; Taproom Aesthetics: How To Design A Space That Draws In Customers
by Julie Slama
by Tom McCormick
Successful beer brands require a balance of ‘push’ and ‘pull’ in the marketplace. Push is the term used for getting the brand placed on the retail shelf. This involves the many complexities of distribution and distributor management (see Distribution 101). But once the product is placed on the shelf, it must sell – or ‘pull’. If either push or pull are out of balance, you are not achieving optimum potential sales for your brand. For instance, if you have good distribution and many placements, but the product does not sell; those placements will quickly be substituted by the retailer for another brand, and your distributor will quickly become discouraged from placing your brand further. On the other hand, if you have built good brand awareness, but the consumer can’t find the product at retail, you are losing sales opportunity.
Brand building is creating pull for your brand. It is focusing on the “fourth tier” – the consumer. The foundation of good brand building is to provide a sufficient reason for the consumer to buy your product. Most craft beer consumers have a range of 5-10 beer brands that they buy on a consistent and repetitive basis. Two or three of these brands are favorites, which typically capture about 50-60% of their beer purchases. The typical consumer tends to buy beer brands that they know, recognize and are familiar with. Price and positioning also come into play. Very few craft beer consumers today buy a six pack of a beer they have never tried. Most first time sampling is done at on-premise retail or events.