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Legal & Marketing

Benoit advised.

• If you haven’t already, create a give-back cam-
paign that helps people in the community
such as frontline workers, teachers and others
in need. For example, a distillery might do a
canned food drive and invite customers to par-
ticipate.

• Engage with customers through a social media
sweepstakes: they post a creative picture or
video of themselves enjoying your beer, spirit,
cider or mead. Then, the individual’s photo or
video with the most likes wins a day with the
craft producer when social distancing is over.

• Host a virtual ‘Meet the Brewer’ event where
the master brewer leads participants through
a curated beer and food pairing and interacts
with participants. This creates connection and
promotes valuable partnerships with local
restaurants also in need of exposure.

Finally, be realistic, Richards told Beverage Master
Magazine. He provided these points:

• Be flexible. These are unique times, and we’re
not sure what will happen next. That’s okay.
Nobody does. Be prepared to update your plan
and approach as needed.

• Think short term. Take it month-by-month or
maybe even week-by-week. Any really long-
term campaign planning will likely be disrupted.

• Show vulnerability. If you’re struggling, say so.
It makes you relatable, and people will want to
support you and come to your rescue.

“Know that it’s okay to ‘not know.’” Uncertainty is
uncomfortable—especially when it comes to busi-
ness and finances—but we’re all in the same boat
right now. A ‘best guess’ is sometimes the best you
can do.”

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