Today's customers can't get enough craft beer. The craft brewing business has boomed in the last decade. From 2008 to 2018, independent brewers produced 26 million barrels of beer. During the same time span, the number of craft brewers increased from 1500 to over 7,000.

Marketing is a tried-and-true approach to help your brewery stand out in a crowded business. Any of these nine ideas can help you establish a good marketing plan.

1. Use the Schlitz Effect 

Schlitz was the beer that made Milwaukee the US brewing capital. But they had their ups and downs. Schlitz hired a local marketing firm to create a new ad campaign to boost sales. During the agency's tour of the brewery, they saw the extraordinary attention to detail.

The legendary copywriter, Claude Hopkins, recognized an opportunity to market this purification process.

Initially, Schlitz believed he was insane since every brewery did the same way.

But none of these other breweries were talking about this mechanism. 

So began the Schlitz “Purity” campaign. They focused their messaging exclusively on their brewing technique and all the care that went into it. 

Consumers loved it. The successful campaign went on to take Schlitz from sixth to first in the domestic beer market.

2. Beer Can as Canvas

You may have never heard of them, but NFTs (Non-Fungible Tokes) are a new way to own digital art online, that’s taking off with younger generations. Seeing a powerful generational intersection between micro-brews and NFTs, the owners of Alternate Ending Beer Co. produced a Bored Ape Yacht Club beer can. 

In addition to the novel application of a popular NFT art collection, the beer cans are some of the most vivid and eye-catching in the entire market.

3. Launch a buzzworthy social media campaign

The craft beverage business excels at thinking imaginatively. Even with limited resources, brewers and cideries find creative methods to attract new consumers.

The #SomethingtoCelebrate campaign was launched by Minneapolis Cider Company to acknowledge the positive in the world, especially during terrible times. On social media, the team urged their community to celebrate (graduations, engagements, friendships, new jobs). Minneapolis Cider boosted social media posts and supplied cider to let customers celebrate at home.

4. Show how fun your brand is

The most popular brewery brands aren't serious. After all, beer should be associated with unwinding, laughing, and socializing. Don't be afraid to be creative. Post a tagged photo of a dog and a beer on a sunny balcony. 

Take a picture of someone enjoying a beach drink. Is it like Ice Cream Day? Share your coffee stout with Rocky Road on Facebook (with a photo of a sweaty mug, of course).

5. Contact trade publications

From “Craft Beer and Brewing” to “The Beer Connoisseur”, there are several magazines addressing the craft beer market. Reach out to these magazines (or their editorial team) and tell them about yourself. A timely hook that makes reporting your brand noteworthy increases your chances of a good reaction.

If a writeup isn't in the cards, ask about online or print advertisements to help promote your services. Aside from trade journals, check at local periodicals. Special issues or features regarding the beer or food-and-beverage businesses might provide further exposure.

6. Organize activities

A good brewery tour usually includes a live entertainment. Even a weekly “yappy hour” when customers can bring their dogs to your brewery might help build awareness. If you have a space that might accommodate a modest meeting, you may offer yourself as a venue for others. Got a patio, a lawn, or enough room for a few tables and chairs? Put’em to work!

Some high R.O.I. event ideas include:

• Meet the Brewer: a meet-and-greet format, or even a brief lecture (TED talk for beer?) may be an excellent approach to promote your products.
• Beer and Food Combo: Customers like a good beer and cuisine pairing since it adds a unique twist to date night or a night out with friends.
• Rare or First-Time Beer Release: focusing on something unique builds urgency and increases the likelihood that people will attend your event. Consider this: would you rather go to a ho-hum happy hour or a one-time beer reveal?
• Steinholding Contest: Bring the Oktoberfest tradition to your brewery!

Don't despair if creating an events program seems daunting. Joining an internet **Add link directory like Tripleseat or EventUp is a great approach to reach new customers looking for a unique venue. 

7. Partner with local businesses

Business owners large and small know that word of mouth is a powerful marketing technique. Develop organic relationships with local eateries and businesses. This doesn't simply mean they stock your beer, but that's a bonus. You may “sponsor” their next major event or fundraiser by contributing beer or offering a discount.

If your brewery also hosts events, consider creating a preferred vendor program with local merchants. 

How do you reinvent craft beer? By reaching out to other great businesses, you can begin the process of cross-pollination. 

8. Hold a dog photo contest

The folks of Ninkasi Brewing noticed something: People love dogs. And pet owners love showing off their little friends. So they hit on one of the marketing ideas of the year: does your dog share characteristics with one of their beers? 

The first place winner received a $250 Visa gift card and a page in their next 2022 Monthly Dog calendar. The brewery even included a branded collar, leash, and bowl.

Running a similar contest for your craft brewery can generate all kinds of marketing material, from your social media and word of mouth to a PR write up in local media.

9. Make ‘local’ the new ‘craft’ with a state-only seal

Big Lake Brewing solely focuses on its native state. This month, Big Lake added a new “Michigan-only brewery” mark to every can, indicating that Big Lake beer is made in Michigan and sold only in Michigan.

As one of Michigan's fastest-growing craft brewers (their brewing capacity has doubled), it looks like it’s paying off. The Holland-based brewery will install three additional tanks next month, bringing its annual production to 7,000 barrels.