Selling Beer

With a holistic approach to balance that runs through the beers as well as the business, Counter Weight is enjoying accolades and steady growth in Connecticut.

Cool aesthetics are one thing. The best tap handles, though, do strategic work beyond just looking good on the tower.

How low can you go? Craft breweries are testing the waters with $3 lagers, customers are diving right in, and the numbers are adding up.

As craft breweries and bars have chased new and younger drinkers, they’ve also dumbed down their offerings and tap lists. It’s time to get back to education as part of what those drinkers crave: a worthwhile experience.

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.

People want to drink in bars again. Here are ways to help make sure it’s your beer they’re drinking.

Last year was another tough one for beer sales, though there’s been a gap between retail and on-premise sales. Let's take a high-level look.

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.

With brands such as RedBridge and Glutenberg no longer widely available, smaller breweries are finding success in a “need state” niche.

When it comes to growing sales beyond the taproom, even smaller breweries can professionalize and secure wins.

Is it true that younger people are drinking less beer? And are there fewer beer drinkers than there used to be? Let’s consider some numbers that might undermine those assumptions.

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.