In the highly competitive world of craft beer, standing out from the crowd is crucial. With an explosion of new breweries and an ever-expanding consumer base, craft beer brands are constantly seeking innovative marketing tactics to capture the desired attention of beer enthusiasts. In this article, The Session explores the realm of craft beer marketing and shares three examples of strategic tactics that have had an effective, lasting impression for certain brands.
A first useful marketing tactic is collaborative brews, a strategy the Session explored in April’s posting (https://ubbrew.com/the-session/collaboration-in-the-craft-brew-industry/). Using the power of collaboration, brands have been able to create a larger buzz around their names and specific product offerings. Breweries can team up with other breweries from neighboring communities, local businesses, or even celebrities to craft unique and limited-edition brews. By joining forces, they tap into each other’s fan bases, creating a sense of exclusivity and anticipation. A great example is a collaboration between a craft brewery and a local coffee roastery. By blending the two and creating a coffee-infused beer, they delight both beer and coffee lovers!
Another tactic is to create immersive brewery experiences. Redefining the traditional brewery tour by offering exciting experiences that go beyond tasting samples help cater to a new type of customer. Millennials and other tourists visiting today are often seeking more than just a simple product, they crave memorable experiences—leading some breweries to push the bounds of a normal tour. Breweries have put together escape rooms, challenging visitors to solve puzzles and riddles related to beer brewing. Engaging customers in this interactive way helps to create lasting impressions, brand loyalty, and word-of-mouth marketing.
A third marketing tactic is connecting a craft beer brand to a social impact campaign. Craft brands are increasingly using their products to support meaningful causes, blending philanthropy with an undying love for beer. By aligning a brand with social issues, companies are appealing to socially conscious consumers who want their purchases to make a positive impact on the world.
Altogether, craft beer brands of today have shown a willingness—and need—to push the boundaries when it comes to marketing tactics. Collaboration, immersive experiences, and social impact campaigns are just three of many exciting ideas businesses use to captivate consumers’ attention and build strong brand connections. As the craft beer landscape continues to evolve, it is expected that even more exciting and unconventional strategies will emerge to help captivate beer lovers. We, for one, are anxious to see what comes next.