Archive: Marketing

The Best Marketing eLearning Courses for Craft Beverage Producers

Does social media confuse or frustrate you? Are you feeling overwhelmed by print and digital marketing options? How do you decide which promotion, customer engagement tool, or marketing software is best for your business? One of the most common complaints from craft beverage producers is that they don’t have the time or the money to market effectively. That’s a lot like saying that you own a car but don’t have the money to buy gas for it. Trying to run a business without a strategic marketing plan that is implemented on a consistent basis is a sure way to run out of gas and fall behind your competitors. Many craft beer and spirits producers don’t realize that there are marketing […]

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Do You Judge a Beer by Its Label?

The landscape of the craft brew industry tends to reflect a more edgy, and sometimes quirkier culture, certainly represented in its labels and graphic designs. Often the names of the breweries have a great story behind them and the individual beers follow the same trend. This leads to wildly creative expression of a brewery’s identity and product, delivered as fun and unique packaging and label designs, appearing in pubs and store shelves. In a quick glance, the final packaging needs to introduce the consumer to the brewery’s story, communicate their values and vision, and attract customers. So, do consumers choose their brew based on the brand personality conveyed on the label? You bet. According to the Brewers Association, there are […]

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Software for Distilleries: What Spirit-Makers Need to Know

As a response to the craft beer boom and the sheer number of breweries operating across the country, there are currently more tech companies working with brewery software than distillery software. There are overlaps in the basic needs of these two industries, and an increasing number of software developers are working to accommodate distillery operations too. However, there are significant distinctions between breweries and distilleries in terms of software needs to keep track of things like proof gallons, angel’s share/evaporation, and barrel aging. This has led to the development of highly specific software that is designed with the unique needs of distillers in mind. Leading Distillery Software Companies One prominent leader in the distillery software industry is Whiskey Resources, which […]

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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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