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Craft Brewery

Growing Your Brewery’s Brand

By: Lewis Barbera - Vice President, Sales, Boelter
T here are currently more than 7300 region- Brand Identity

al breweries, brewpubs and microbrew-
eries in the United States. Even during
difficult times, the popularity of the craft One of the benefits of owning and operating your
business is the freedom associated with develop-
brewery continues to grow. For many home brew- ing its brand. From the name to the logo, this is an
ers and beer aficionados, the prospect of owning opportunity for you to work closely with your busi-
and operating their own brewery is a dream come ness partners to establish something catchy and
true. It’s an opportunity to expand their personal unique, while also cutting through the clutter and
recipes that they have refined over the years as a staying top of mind with your customers. But once
hobbyist and share them with a wider audience. you’ve picked out your colors and have come up
with a memorable catch phrase that highlights your
Making your mark within the industry is not an craft, what’s next?
easy task to accomplish. Perfecting your craft is
an important start in staying relevant. But satisfy- In today’s market it’s not uncommon to promote
ing your regulars and marketing through word of your brand through a variety of related products.
mouth is just the beginning. It’s the additional, day- Whether that’s pint glasses and coasters, umbrel-
to-day business details that become so incredibly las, signage or an oversized Jenga set reserved
important. Maintaining your brand and ensuring for outdoor events, merchandising your business
that it reaches the widest audience possible will in creative and unique ways is critical. But there
help you to stand out in a crowded market. are numerous moving parts that inevitably get in

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