Hoptown Handles American Made Tap Handles
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MARKETING

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

Media Outreach Tips

Great journalism often transcends beyond the ability to simply report the news. Powerful storytelling can compel, inspire, tantalize, excite, and better inform readers to venture out and explore bold new horizons.


Having worked on both sides of pitching brewery stories and receiving them, I can’t stress the importance of not only developing great relationships with regional beer media members, but also understanding how to utilize them best.


The first step is identifying and reaching out to the media members that best cover your area. Regional/local newspapers may have a brewery beat writer, but most likely utilize local business beat writers or food writers to cover breweries from time to time. National industry publications like my own, PorchDrinking.com, as well as others like Good Beer Hunting, The Full Pint, Brewbound, VinePair, Hop Culture and more are also also worth a connection. That said when it comes to pitching stories, national industry publications may not be as interested in a small local bottle release where a local newspaper might be more inclined to cover.
 

If you have a truly sticky story, it might be worth reaching out to national outlets with a broader audience base like Bon Appetit, Forbes, USA Today, etc.. those publications all typically have brewery beat writers as well, though they can be a bit hard to track down, and when you do establish a connection, it becomes even more critical that you only pitch relevant stories.


I also recommend thinking about non-traditional media such as podcasts, influencers with strong followings on Instagram, TikTok, YouTubers and more. We’re now in an age where a video posted to a platform like TikTok can reach over 10,000 viewers and drive decision-making in an unbelievable way.


After connecting with these content producers and media members, it’s all about cultivating a relationship. Invites for previews of the most important releases, as well as for beer dinners, and special events can not only keep the beer fresh in their minds, but it can also help the creator to remain engaged in your brand’s story. While it is generally acceptable for breweries to offer free media samples and beers on-site, it may be wise not to overdo it at first to ensure the right intentions.


Finally, if this all feels daunting or overwhelming, I encourage for you to look into PR firms who have extensive experience working within the beer industry. My firm, The Porch Collective, as well as friends like Indie Creative Co., ET PR, TurnItUp Marketing, and RadCraft, have all worked with breweries of all sizes and have already developed great relationships to help get your brand’s story out to the right people.

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Contributing Author

Tristan Chan                                                                                                              Founder, PorchDrinking.com

 

Tristan Chan is the Founder of PorchDrinking.com, a national beer publication focused on telling great stories within the craft beer industry. Over the past eight years, their approach toward showcasing positivity within the industry, while showcasing craft beer through the context of pop culture has grown a formidable following. Tristan also recently launched his own marketing consulting firm, The Porch Collective, to help breweries and hospitality brands share their stories through PR, Social Media, Partnerships and overall Marketing Strategies.

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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.

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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.

PLAN

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

ACT

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!

oPEN

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

GrOW

 

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