Hoptown Handles American Made Tap Handles


Graphic design with BEER in mind. MistyGordonCreative.com
Brand Elixir Partnership Beverage Brand Agency

SOP: Creating a Content Manager

Some days you have a ton of news to share with your fans. Everything feels equally important and you don’t know what to prioritize. Other days it seems like nothing is going on. You’re not feeling creative, but you know you need to post something… anything…


Sound familiar? Phew. You need a beer. (Actually, you may or may not need a beer, but you definitely need a content calendar.) Whether you’re a brewery, distillery, or malthouse, here are content creator Alyssa Powers’ top tips for creating a simple and effective content calendar.



Go with a user-friendly digital format such as Google Sheets. Not only can you replicate your layout for future months, but you can easily share it with your team so everyone can access the calendar on-the-go. Your exact formatting will vary, but here is our simplest recommendation to get you started:

  • Columns: Days of the week complete with dates (ex: Monday 8/31, Tuesday 9/1...)

  • Rows: Different content buckets (in other words, the various channels you use.) This could be as simple as Social Media, Email Blasts, and Website Content. Or, it could be as detailed as Facebook, Instagram, Twitter, YouTube, Email, Web, Paid Ads, Press Release… and so on.)

  • TL;DR? This calendar shows you where & when you’re going to promote something, and what you’re going to say to promote it. The columns are the “when,” the rows are the “where,” and the individual cells are the “what.”


Now that you’ve built the skeleton, let’s get this thing fleshed out!



Make a short list of your major company initiatives for the year. (Think product launches, location openings, etc.) This is not an exhaustive list of every important project. You cannot have 45 big ideas and support them all effectively, so narrow your list down to the top three or four.

Add these company goals to the top of every month of your calendar. As you’re building out your content, craft the majority of your messaging so it supports one (or more) of these goals. This will prevent you from getting off track, and provide you with a North Star to guide future promotions.


This doesn’t mean 100% of your content has to directly support one of your company’s main focuses.


Contributing Author

Emily Hutto                                                                                                              Founder/CEO, RadCraft


Emily Hutto is a Colorado-based beer journalist-turned-barley industry marketer. After years of freelance writing and authoring the book Colorado's Top Brewers, she founded RadCraft in 2012 to serve the communications needs of maltsters, brewers, and distillers. 


By all means, celebrate National Golden Retriever Day and post a photo of a very good boi posing with your product, simply because it sparks joy. (But you get the idea, most of your content should serve a greater purpose.)


Consider including a “pre promotion” section every month to prevent last minute surprises. What should you be working on now, for next month? Don’t be shy about setting reminders and adding to-do’s into this calendar… Future You will thank you!



Recurring content can be extremely effective. For example, maybe you send out an email blast on the 1st of every month, or you post your tasting room’s weekend menu every Friday morning. Not only does recurring content create a pattern for your fans (they’ll know what to expect and look forward to the next post), but it’s easier for you to plan ahead when you have a set schedule.



Make. Your. Calendar. Visible. To. Other. Team. Members. Trust us, this is crucial to avoid last minute headaches. If others have visibility to your posting schedule, you’re less likely to receive requests that don’t fit the overall plan. (Remember the company’s Big Ideas?)



Alas, an effective content calendar isn’t set in stone. Don’t let a delightful change in plans go by just because you originally planned to post something else. We’re in the craft beverage industry, after all… sometimes there are surprises!

Graphic Design

Creating Your Brand Identity: Design 

Misty Gordon

What is Brand Identity?



Brand Identity:    the visible elements of a brand, such as color, design, and logo, that identify

and distinguish the brand in consumers' minds.


Branding:            the marketing practice of actively shaping a distinctive brand.


Brand Image:      the actual result of these efforts, successful or unsuccessful.

Digital Marketing Media Bullhorn

Media: It's Worth Your Time

Jonathan Shikes

It's been a long day. You've ordered ingredients and supplies, talked to your lawyer, paid your graphic designer, fixed a plumbing problem, filled out another mound of paperwork, glanced at the latest CDC guidelines, talked to your lawyer again, and checked and rechecked your financials. The last thing you want to do now is put on a smile and actually market your brewery to the media, to the public and on social media. But it's an important step and one that can very easily help separate you from the 

Tap Handle Marketing

Style Branding for Your Custom Tap Handles

Ben Weston

Today's craft beverage consumer is becoming increasingly savvy and well-versed in the different styles/flavors or beer, cider, kombucha, etc. They are therefore becoming less and less likely to pick a beer based on the brewery name alone. Make sure you have a plan in place to differentiate between your different styles or flavors on your custom tap handle. Here's a quick breakdown of the most common ways of doing this along with the pros and cons of each.


Using Consumer Insights to Maximize
Brand Growth: Part I

Jeff Musial

One of the most important things to understand as a new business owner is how consumers perceive your brand. There are many factors that will affest the success of both existing brands and new products. Between my time with A-B Inbev and Brown-Forman pus working with clients in my own business, some basics have come tot he fore as most important to share.


BRANDING & graphic design

  • Brand Discovery Research

  • Competitor Research

  • Identify Target Audience

  • Understand Creative Presence

  • Consider Deliverable Dates

  • Review Graphic Artists

PR & advertising

  • Tell Your Story

  • Curate a Media List

  • Write a Boilerplate

  • Create an Electronic Press Kit

  • Identify Niche Ad Platforms

WEB & Content marketing

  • Understand Web Presence

  • Evaluate Cost vs. Complexity

  • Consider Deliverable Dates

  • Review Web Designers

  • Refer to Branding

  • Write a Content Calendar


BRANDING & graphic design

  • Create Brand Voice

  • Write Brand Message

  • Create Brand Materials

  • Signage

  • Marketing/Ad Collateral

  • Packaging Design

  • Merchandise Design


PR & advertising

  • Reach out to Press Contacts

  • Introduce Yourself to your Local Visitors Association

  • Draft a Press Release

  • Schedule Advertising

WEB & Content marketing

  • Initial Web Platform Build

  • Set up Purchasing/Online Ordering

  • Schedule Website Maintenance

  • Start Posting per Content Calendar

  • Document Everything!


PR & advertising

  • Announce your Opening

  • Sample the Media on your Beer! 

  • Advertise your Opening

WEB & Content marketing

  • Announce your Opening on your Website

  • Ask for User Generated Content 

  • Use Actual Product for Campaign

Grow Graph



BRANDING & graphic design

  • Reevaluate Brand Strategy

  • Update Brand Identity

  • Increase Brand Messaging

  • Marketing/Advertising Collateral

  • Signage Upgrades

  • Additional Packaging Design

  • New Merchandise Design


PR & advertising

  • Maintain Relationships

  • Build Momentum

  • Get Creative

  • Increase Advertising Reach


WEB & Content marketing

  • Website Upgrades/Changes

  • Content Management

  • Schedule Website Maintenance 

  • Execute Long Term Projects

  • Watch Ongoing Analytics

  • Further Develop Email List