Selling Beer

Much of the real work of selling beer happens at the bar—and it often starts with a question. Here’s how to ready your taproom team with the answers that satisfy customers and promote sales.

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

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.

An efficient, relentless focus on a single IPA is fueling regional success for this Vermont powerhouse.

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.

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.

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.

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

Whether through consolidation or layoffs, a brewery can lose its point of contact at a wholesaler. Here’s how to keep sales on track while strengthening your partnerships in the middle tier.

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?

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.

With tighter competition, fewer wholesalers, and lower wholesaler interest, small breweries are looking for incremental ways to grow sales. That’s led to new models and some new opportunities—but there are no easy paths.

Craft beer on draft is struggling to make its comeback, but by focusing on certain details—and by helping to educate bars and restaurants on service and presentation—we can restore it to pride of place.

The sea of beer variety has flipped the appeal of seasonal beers on its head—but they can still sell well. Here’s some insight on how to capitalize.

Breweries that fawn over social media while ignoring their email subscriber list are doing themselves a disservice. In the first of a two-part series, here’s why and how to refresh your newsletter strategy.

The pandemic streamlined the process of selling beer to accounts—and some of those changes are here to stay. While many embrace a return to in-person meetings, others prefer texts or online. To succeed today, sales reps need a more customized approach.

It’s not all four-packs and boss pours. Glassware chosen to elevate particular kinds of beer—and to help you sell more of it—still has a valued place at the bar and taproom.