Breweries are a popular destination for many people. For entrepreneurs who are looking to open your own brewery, it is important to understand the marketing strategies that will help you succeed.
As the owner of a brewery business, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive.
But what goes into a good marketing plan? Below, we will go over some of the key components of a successful marketing plan for a brewery business.
Key Components of a Brewery Marketing Plan
A great marketing plan has eleven sections as follows:
- Executive Summary
- Target Market Segments
- Unique Selling Proposition (USP)
- Pricing and Positioning Strategy
- Distribution Strategy
- Marketing Materials
- Promotions Strategy
- Digital Marketing Plan
- Conversion, Referral, and Retention Strategy
- Financial Projections
We provide more detail for each of these key components below.
The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.
Target Market Segments
When it comes to marketing a brewery, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.
For example, the customers of a brewery business may include:
- People who live near the brewery
- People who are looking for a new place to try out
- People who are looking for a local option
- People who appreciate craft beer
Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of customers of a brewery business may include:
- A place to gather with friends
- A place to try new beer flavors
- A place to relax and unwind
- A place that is close to home
By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.
Unique Selling Proposition
Your unique selling proposition (USP) is what sets your brewery apart from other brewery businesses. What do you offer that nobody else does?
For example, your USP could be:
- The only brewery in the geographical area
- The only brewery that offers a certain type of beer
- The only brewery with a taproom
- The only brewery that has a brewpub that serves food
No matter what your USP is, make sure it is clear in your marketing materials. Your customers should be able to see immediately what makes you different from the other business in their area.
Pricing and Positioning Strategy
Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.
For example, if you are targeting budget-conscious customers, your prices will be lower than the average brewery. On the other hand, if you are targeting luxury customers, your prices will be higher.
Your positioning strategy should also be considered when determining your price point. For example, if you position yourself as the premium option in your market, your prices will be higher than the competition.
No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other brewery businesses with which you compete are charging for similar offerings.
Your distribution strategy will be determined by your target market segments, your unique selling proposition, and your pricing and positioning strategy.
For example, if you are targeting local customers, you may choose to distribute your beer through a taproom or local bars and restaurants. On the other hand, if you are targeting customers outside of your immediate area, you may choose to distribute your beer through online retailers or out-of-state distributors.
No matter what your distribution strategy is, make sure it aligns with your overall marketing strategy. For example, if you are positioning yourself as a premium brewery, you will want to make sure your distribution partners are high-end retailers or distributors.
Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in-person? Will they buy online? Will they purchase from your partners, distributors, etc.
Providing offers through your business is a great way to entice customers to make a purchase. Consider offering discounts for first-time buyers or loyalty rewards for frequent customers.
For a brewery, some other types of offers may include:
- Free beer tastings
- Discounts on growler refills
- Merchandise giveaways
Your offers should be aligned with your target market segments and your overall marketing goals. For example, if you are looking to increase brand awareness, you may offer discounts or merchandise giveaways. If you are looking to increase sales, you may offer discounts on growler refills.
Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.
Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.
Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business.
Brewery businesses should consider the following promotional strategies:
- Host beer tastings at local bars and restaurants.
- Distribute flyers and brochures in local businesses and retail stores.
- Run ads in local newspapers and magazines.
- Sponsor community events and charity fundraisers.
- Create a customer loyalty program.
- Offer discounts to first-time buyers.
- Give away merchandise.
- Conduct social media contests and giveaways.
- Provide VIP experiences for customers.
- Collaborate with other businesses in your area.
Digital Marketing Plan
In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.
Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.
Brewery businesses should consider the following digital marketing strategies:
- Social media marketing: Use social media platforms like Facebook, Twitter, and Instagram to engage with customers and promote your products.
- SEO: Optimize your website for search engines so that customers can easily find you online.
- Pay-per-click advertising: Use targeted ads to reach more customers and drive traffic to your website.
- Email marketing: Use email to stay in touch with customers and promote new products and offers.
- Website design: Make sure your website is mobile-friendly and easy to navigate.
Conversion, Referral, and Retention Strategy
Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.
You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.
Brewery businesses should consider the following conversion, referral and retention strategies:
- Offer loyalty rewards
- Give discounts for referrals
- Provide incentives to customers
- Offer superior customer service
- Respond quickly to complaints and concerns
- Go above and beyond for customers
Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.
The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.
Financial projections for a startup brewery business may include:
- Monthly marketing expenditures
- Expected sales
- Break-even point
- Profit margins
- Operating expenses
Creating a marketing plan for your brewery doesn’t have to be difficult. Just use the tips and templates above to get started, and you’ll be on your way to success!
By following these steps, you can develop a quality marketing plan that will help you successfully launch and grow your brewery business. Just remember to be creative, think outside the box, and always put your customers first.