Archive: Marketing

Bridge and Tunnel Brewery’s Hyperlocal Marketing

Rich Castagna, brewer and proprietor of the Bridge and Tunnel Brewery and Taproom, in Ridgewood, Queens, tapped into a nostalgic mother lode when he selected Bridge and Tunnel as his brewery’s name. During the late 80s and 90s, the phrase “bridge and tunnel” was often used to describe the residents of Queens, Brooklyn, the Bronx, and Long Island, because a train or tunnel was required to access Manhattan from those outlying regions. Nightclub patrons understood that affluent and fashionable Manhattan residents drew a discerning line in the sand that ended where New York City’s outer boroughs began. If you used a train or tunnel to enter Manhattan, the odds of brushing past the bouncer guarding the door of an exclusive […]

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All-American Craft Beer

Perhaps one of the surest signs that craft beer created and secured a significant position within the U.S. beer market is not the fast growth (which persists) or the segment’s market share (which continues to enlarge) but instead the increasing prominence of craft brewers in the middle of the country. Craft beer is no trendy bi-coastal phenomenon; craft beer is nationwide. While the biggest craft brewers remain those from traditional craft brewing strongholds like the Pacific Northwest, New England and California, beer makers in the Midwest, the South and elsewhere are increasingly making their presence felt. In 2015, for instance, Bell’s Brewery of Comstock, Michigan, grew faster than the craft beer market as a whole and ranked as the tenth […]

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Social Media Marketing On Tap

Tweet the right tweet at the right time and thirsty customers will beat a path to your door, especially if it goes viral. Used properly, social media increases brand awareness and positively shapes stronger relationships with past, present, and future customers. Are you still unsure that social media is worth the time and investment? No worries. There’s plenty of proof that a strategic social media campaign boosts profits by attracting the attention that all brands need to grow and prosper. Samantha Spector, the founder of SaloonBox, a cocktail subscription box service, reported that her company runs a successful Instagram page that effectively drives sales. You can view the company’s Instagram page at instagram.com/saloonbox. On Saint Patrick’s Day, SaloonBox ran a […]

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Marketing Crazy Mountain

  I’ve wanted to interview Marisa Selvy, the co-founder and vice president of marketing at the Crazy Mountain Brewing Company, ever since I viewed her cameo appearance in the craft beer documentary Blood, Sweat, and Beer: Breaking the Mold. When asked about her Blood, Sweat, and Beer film interview, Selvy said: “The interviewers for the documentary met me while I was pouring at my Crazy Mountain booth during the first night of Savor. The filmmakers actually came up to talk to me because I was the only ethnic woman there who was representing a brewery.” Breaking the Mold In 2010, Selvy and her co-founder husband launched the Crazy Mountain Brewing Company in Colorado’s Vail Valley. They launched the brewery smack […]

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The Craft Business Name Game

As the craft beer and spirits category grows larger, it’s getting harder to select a unique, marketable name for a new beer or spirit. The shelves are bursting with beer brands bearing catchy names like Brew Free! Or Die IPA, Smooth Hoperator, Sexual Chocolate Imperial Stout, and Dead Guy Ale. Names are chosen for fun and shock value or because of a connection with trivia, colorful stories, cultural references, or history. When the Hanson Brothers decided to launch their own beer brand, they named it Mmmhops in homage to their MMMBop hit song. Reaching backwards in time, the Dogfish Head Brewery chose Midas Touch as the name for the first ale in their Ancient Ale series. The inspiration? Midas Touch […]

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Cheers to Spirited Holiday Marketing

Holiday spirits sales generally spike high during November and December, so I did as little snooping to discover interesting holiday craft beer and spirits events, promotions, and trends. Adam Cox, the general manger of the Iowa Distilling Company, reported that his company is releasing Iowa’s first straight bourbon and a limited run double wood aged Caribbean cask rye whiskey in early December. The straight bourbon will be exclusively available to Iowa Distilling Company’s loyal bourbon club membership for the first ten days of its launch. “What we’ve done is we’ve told people about our bourbon. We’ve told people about the club. Now we’ve started to tell people that we’re going to have another aged whiskey released at around the same […]

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Spirits Membership Club Marketing

hat’s under that lid? It just might be an exciting new spirit. Today, savvy craft spirits producers are gaining entry into new households by thinking inside the box. Tapping into an enthusiastic marketplace of consumers actively seeking new spirits and cocktail recipes is anexpanding crop of membership clubs offering boxed collections of premium spirits and mixers. Tailored to specific niches, tastes, and budgets, spirits memberships clubs are a practical solution for time-pressed consumers or discerning spirits lovers who are unable to locate uncommon artisanal spirits at local stores. Thinking Inside The Box The following listings are descriptions of four popular spirits-sampling clubs, complete with guidelines for tapping into the marketing opportunities they provide. Caskers Caskers offers subscription club plans; ongoing […]

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Tweets, Hashtags, Likes – And Booze

Timelines. Posts. Hashtags. Tweets. Apps. Shares. Likes. Feeds. Ten years ago, most of these phrases—let alone the social media platforms accompanying them—did not exist. But the world of social media is changing drastically, and on a daily basis. And, “TBH,” by the time you finish reading this article, some of this “lingo” may have changed. There are many reasons why social media is attractive to wine, beer, and spirits companies. For starters, social media accounts are generally easy to set up and can be simple and inexpensive to maintain. A presence on social media provides industry members with immediate exposure to the general public, often allowing the member or the brand to connect with potential consumers who may not have […]

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The Importance of Brand Recognition in Packaging Craft Beverages

When selecting a beverage in our favorite establishment or retail venue, many look for things that are familiar. We associate the glint of a silver tap with red and white lettering with Coors Light, a golden harp for Guinness, and mohawked fruit with Shock Top. Millions have been spent on associating beer and distilled spirits with pleasant emotions and memories of good times. Brands like Hennessey and Courvoisier are often advertised with urban artists living lavishly while other brands like Corona focus their marketing on transporting the consumer to a tropical location through taste association. These nationally distributed brands have created an automatic association of their products to a visual cue whether from bottle shape, product labeling, or packaging. From […]

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The Best Brew to Keep

As we start seeing our driveways sprinkled with spring showers instead of ice and salt (hopefully sooner than later might I add), our taste-buds start to yearn something a little lighter and reminiscent of the fresh spring air that finally comes in- to blow away the blustery cold and winter chores to rest and bring out even a sneak-peek of refreshing sunshine. For business owners, this means that many different customers are looking for many different types of both micro brew and traditionally brewed beverages. This can make it hard to decide what to keep in stock, how much, and who is going to buy what. This process is not as easy as it is during the holiday months or […]

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