Marketing

Fruit-flavored, low-strength lager spells opportunity for many breweries, driving engagement with drinkers who seek less alcohol as well as those drawn to familiar flavors.

Creating a culture of interdepartmental cooperation at the brewery—and a structure to support it—can yield great beer ideas and higher morale.

Among the current shifts in beer packaging and design: going small for cans and ABV, leaning into flavor and line extensions, and getting nostalgic.

There are beer styles, and then there are lifestyles. One of today’s biggest branding shifts centers on occasion—proposing to consumers when, where, and how they might enjoy your beer.

Distributor consolidation, competitive shelf sets, and beyond-beer beverages make a compelling case for external sales help. Here’s how to evaluate them against the in-house alternative.

Whether taproom-based or a way to mail out your most prized beers, clubs provide steady revenue while developing a base of loyal customers.

Whether you want to raise prices to cover increased costs or hold them in hopes of boosting volumes, here’s what to expect from discussions with your distributor.

As guaranteed taproom-fillers, private events can boost your brewing business—all you need is the space, a few options for food, and fresh ideas.

From a total revamp to more iterative changes, here’s how you can ensure one of the most important beers in your portfolio keeps up with the times.

People are looking hard for value right now—and even when margins are tight, strategically offering deals on beer can pay.

It takes some extra attention to pricing and inventory, but some smaller breweries are finding that mixed packs can help energize to-go sales from the taproom.

Collaboration is part of modern craft beer’s DNA, but today’s challenges mean brewers must be choosier about when and where they dedicate their time. From fellow industry pros, here are some key considerations to keep in mind.

Professional photographers, marketing experts, brewers, and social-media natives share advice on how to get more comfortable taking pictures of (and telling stories about) your beer.

With abundant amusements and comforts at home, people are going out less—a blow to hospitality, to draft beer, and to craft. Here’s how we can lean into craft beer’s strengths, aiming to lure drinkers away from their screens and back to the social life.

Sharing space in the brewery with compatible businesses can help bring in new customers and add to the overall experience—but there are challenges as well as opportunities.

As chief economist of the group that advocates for beer’s middle tier in the United States, Lester Jones is a respected voice known for being armed with fresh data and an informed, overhead view on the market for craft beer.

Congrats! Your brewery just got a nice mention in the local media—or maybe it won an award or earned some other accolade… Now, can you turn that moment into momentum that drives sales?

A successful merchandise program involves more than slapping your logo on some T-shirts. Besides adding revenue, playful items that fit your brewery’s personality can attract new customers while keeping you top-of-mind with the regulars.

As a one-stop information hub for potential customers, wholesale partners, and people who would spread the word, your website still matters. But is it putting your brewery’s best foot forward?

Your brewery has the potential to tap into a wider audience, bearing in mind that today’s typical drinkers aren’t beer geeks. Here’s how to grab their attention with flavor descriptions that resonate.