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Craft Brewery
the way. Working with your local Kinkos and your is one of the reasons the craft beer industry has
cousin (twice removed) to help with the graphical stayed consistently strong. When combined with
design will only get you so far. ongoing marketing and merchandising efforts,
off-premise sales has the strong potential to devel-
Properly sourcing your merchandise is an indis- op into an additional sales and distribution plan.
pensable asset to your overall brand marketing
initiatives. Working closely with a partner capable Some beer aficionados might argue that tradition-
of assisting with the delivery of your products can al retail sales takes away from the uniqueness of
make an immense difference in your day-to-day the craft beer experience and no longer differen-
operation. tiates itself from large national brands. However,
retailers are very much in tune with consumer
Understanding the ins-and-outs of product sourc- preferences and will always be looking for oppor-
ing often includes first-hand experience in knowing tunities to emulate the success of on-premise craft
what works and what does not. These conver- breweries through off-premise sales.
sations can help steer you in the right direction,
while also shielding you from potential missteps. It’s important for every craft brewery to take the
Promoting your brand with a Point of Sale (POS) steps necessary to continue promoting their name
system capable of delivering the best return on and their brand. As such, there are several oppor-
investment (ROI) in a growing market will help you tunities worth considering for an off-premise strat-
to realize even greater success. egy:
Off-Premise Initiatives • Stand Out in a Crowded Space: Whether you’re
positioned within a local liquor store or the
Traditionally, craft beer has primarily been sold corner grocer, make sure your branding is prom-
on-premise. The experience of enjoying a freshly inently displayed and catches the eye of every
tapped beer while socializing at your local brewery customer. Proudly present your most popular
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