Marketing

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.

Local beer weeks started happening when craft beer was the new kid on the block, and they were ideal for attracting new customers. Yet they can still shift to appeal to today’s informed consumers—and breweries can benefit.

As taprooms seek more creative ways to attract customers, it’s worth considering how happy-hour specials might (or might not) work out at your brewery.

What does it mean to generate consistent sales velocity? Here, wholesalers share what they wish breweries knew about it.

Winter has come. Across much of the North America, the post-holidays lull can be devastating to hospitality-focused businesses that aren’t prepared. Here are some strategies to survive until spring.

People are going out less often, generally, and brewery taprooms have had to get more creative to keep those beers pouring and margins healthy. Here are specific tips on how to entice customers out and make it worth their while.

It’s rough out there—even for young, freshly developed hop cultivars. Yet while many brewers are buying fewer hops these days, the Help Wanted sign is still out for new ones.

IPAs are known crowd-pleasers, but what about that lighter style or passion project that somehow catches fire? Can your brewery capture that lightning in a bottle (or can, or keg) and reproduce the magic?

Not every brand can be a hit. Even at the most successful breweries, classics must make way for new chart-toppers. Here, we chart New Belgium’s brands as they’ve appeared among the top 25 craft beers annually since 2020, as the Voodoo Ranger line has ascended.

Beer festivals aren’t the only kinds of events where small breweries can raise their profiles and win over new customers. From local fundraisers and art shows to major music festivals, here are some tips on identifying events and getting the most out of them.

In the context of an industry desperate to attract younger customers, can small breweries looking to grow their brands afford to overlook such a popular platform? Here we look at the potential pros and cons of getting into the TikTok game.

Medals and other honors can raise your brewery’s profile, boost your team, and even increase sales. Yet with tighter budgets and more competitions than ever, breweries are carefully considering where and how many they can enter.