Page 14 - Beverage Master_DecJan2022

Craft Brewery

Brewery owners should also be aware of what ket for craft beer and how it is evolving, not just
their competitors are doing and what the market your little bubble of sales. They need to be aware
will bear. You have to know when to compete with of what the current trends are and stay ahead of
other breweries and when you should let them them. As new breweries pop up, you’ll want to
fight amongst themselves while you keep your ensure that your brand is strong enough to stay
focus on growing your customer base. Brewery relevant in your local craft beer scene. Making
owners who are too aggressive in competing sure that you are always ahead of the curve will
against other breweries may alienate customers help your brewery grow and look forward into the
and create bad press for their company. future rather than behind at all of the things you
used to do
Growth and Expansion
Brewery owners and managers can’t just rest on
Growth is vital for breweries, but it shouldn’t be their laurels and expect success to keep coming.
the only focus. You need to think about how you They have to engage in the marketplace actively
can grow your brand and maintain your current and stay ahead of trends or be one step behind
customer base while still maintaining product qual- them. You also need to try new things that you
ity and consistency and avoiding the depletion of think will work despite what your competition is
raw materials as much as possible. Successful brew- doing. Most importantly: never lose sight of your
ery owners know that growth is not always good goals and vision and stay consistent with it. No plan
and that some microbreweries have been forced to will be perfect, but that shouldn’t stop you from
close their doors because they grew too fast. trying your best to get there.

Brewery owners should think about the total mar-

12 December - January 2022 BEVERAGE MASTER

BM1201222 Main Pages.indd 12 11/19/21 1:53 PM