The craft beer industry has seen a huge upswing in recent years and has become a trendsetter for the entire beverage industry. Not only in terms of the product itself, but also in marketing, there are some valuable lessons that marketing people can learn from other industries. Here, we highlight 8 things that can be learned from the craft beer industry for marketing other products and services.
Uniqueness creates value
The craft beer industry is a fast-growing industry with thousands of breweries located around the world. Each brewery has its own unique flavors, brand identities and stories that set them apart from the competition. In this industry, however, it is not always easy to secure a place and build a loyal consumer base.
Brands that manage to stand out from the competition have a higher value to consumers. They are able to create unique and innovative flavors that please consumers’ palates and keep them coming back for more. These brands also have a clear brand identity based on their history, values and beliefs. They communicate this identity clearly and effectively to capture consumers’ attention and get them to form an emotional connection with the brand.
However, it’s not just taste and brand identity that make a brand stand out from the crowd. The way a brand markets and presents its products can also make a big difference. Packaging, label design, and marketing messages can all help capture consumer interest and create a distinctive brand.
Overall, in the craft beer industry, standing out from the competition is essential to success. Brands that manage to create unique flavors, a clear brand identity and a compelling marketing strategy have a higher value to consumers and are better able to build a loyal consumer base.
Story-Telling
Every craft beer brand has its own story to tell, which helps consumers identify with the brand and build an emotional connection. A brand’s founding story can vary widely – from a hobbyist brewing his own beer at home and deciding to sell it, to a group of friends deciding to start a business together. These stories give consumers a sense that the brand is authentic, personal, and made by people who are passionate about their craft.
In addition, craft beer brands often have unique production processes and use high-quality ingredients to brew their beers. These factors can also contribute to their story and give consumers a sense of exclusivity and specialness. For example, a brewery may use a special yeast that it imports from a remote part of Europe, or use a special variety of hops that are only grown in certain parts of the world. Such details can further emphasize the brand’s history and the quality of its product.
In addition to the production method, a brand’s values and beliefs can also be part of its story. For example, some craft beer brands are committed to sustainability and environmental protection, using only organically grown ingredients or recyclable packaging. Others champion social justice and equality or support local communities through donations or events. Such values can also help build an emotional connection between consumers and brands.
Overall, a craft beer brand’s story is an important factor that can help consumers identify with and remain loyal to the brand. By sharing their story and communicating their values and beliefs, brands can get consumers to buy more than just a product and instead build a relationship with a brand.
Example: Story of the Scottish craft beer brewery Brewdog
Design is important
In the craft beer industry, packaging design and branding is an important factor that can influence a brand’s success. Brands that want to stand out in the crowd often rely on eye-catching and creative designs that grab consumers’ attention and stick in their minds.
A good design can help pique consumers’ interest and get them to try the product. Design can also help convey the brand’s personality and values and give consumers an idea of what to expect when they buy the product. Distinctive packaging can also help a brand stand out from the competition and stand out on store shelves.
In the craft beer industry, designs are often very creative and can range from minimalist and elegant designs to bold and colorful designs. Some brands use illustrations or hand-painted graphics to add a unique and artistic touch, while others rely on fancy fonts and interesting text to appeal to consumers.
In addition, packaging design and branding can also help reinforce the brand’s image and build a loyal following. For example, if a brand uses consistent design and branding on all of its products and marketing materials, it can help consumers easily recognize and identify with the brand.
Overall, packaging design and branding is an important factor in the success of craft beer brands. Well-designed packaging can help capture consumer interest, convey the brand’s personality and values, and build a loyal fan base.
Example: creative design for the Brand Beavertown
Local footprint
Most craft beer brands originate in a specific city or region and have established a local presence in that area. These brands are often closely tied to the history and culture of the region and use this connection to strengthen their brand and build a loyal consumer base.
In many cases, a craft beer brand’s local presence is an important part of its brand identity. These brands are proud of their roots and actively work to support the communities in which they operate. They often organize local events such as brew festivals, tastings, and concerts to celebrate the culture and community and strengthen their brand.
The local presence of craft beer brands is also important to consumers. Many consumers are looking for brands that champion local communities and producers. They are willing to pay more for products that are made in their region and support local economies and environments. In addition, a local presence gives consumers the opportunity to get to know the brand personally and build an emotional connection with it.
A local presence can also help craft beer brands market and distribute their products. In many cases, local bars, restaurants and retailers have a strong preference for local craft beer brands and actively support them. This can help brands spread the word about their products in the region and attract new consumers.
Overall, local presence is an important factor in the success of craft beer brands. These brands champion local communities and producers, celebrate the culture and history of their region, and use this connection to build a loyal consumer base. Local presence gives consumers the opportunity to get to know the brand personally and build an emotional connection, while helping brands market and distribute their products.
Sustainability
Many craft beer brands have integrated sustainability as an important part of their brand identity and are actively working to protect the environment and support local communities. These brands use environmentally friendly packaging, support local farmers, and strive for sustainable production processes.
One way craft beer brands are integrating sustainability into their brand is through the use of eco-friendly packaging. Many brands use recyclable materials or glass bottles that can be reused. Some brands have also developed innovative packaging solutions, such as packaging made from grass paper that is biodegradable.
Another way craft beer brands are incorporating sustainability into their brand is by supporting local farmers. Many brands work closely with local farmers to source high-quality ingredients while supporting the local economy. This can help reduce the environmental impact of supply chains and improve the quality of products.
In addition to packaging and working with local farmers, many craft beer brands are also committed to sustainable production processes. Some brands use renewable energy sources such as solar power or wind power to power their breweries. Others strive for efficient water use and waste reduction to minimize their environmental impact.
Overall, integrating sustainability into the brand is an important step for craft beer brands looking to engage with the environment and local communities. By using eco-friendly packaging, working with local farmers, and sustainable production processes, these brands can help reduce their environmental impact while building a loyal consumer base that supports sustainability and environmental stewardship.
Willingness to experiment
The craft beer industry is known for its experimentation and creativity in developing new flavors. While traditional beer styles like pilsner and lager remain popular, craft beer brewers have pushed the boundaries of traditional beer styles and developed new and unique flavors.
One of the reasons craft beer brewers are so willing to experiment is the relative freedom they have in brewing. Unlike large breweries that often focus on a handful of traditional beer styles, craft beer brewers have the opportunity to exercise their creativity and experimentation to create new flavors.
Another factor driving craft beer brewers’ willingness to experiment is consumer demand for unique and innovative flavors. Many consumers are looking for new and unusual beer styles that challenge their taste buds and pique their interest. Craft beer brewers are able to respond to this demand by constantly developing new and innovative flavors.
Some craft beer brewers also specialize in using unusual ingredients to create their unique flavors. Examples include the use of fruits, spices, chocolate, or coffee in beer production. Such unusual ingredients can change the flavor and aroma of the beer and help make beer styles even more diverse.
Overall, experimentation and creativity in developing new flavors is one of the reasons the craft beer industry has become so successful and popular. Craft beer brewers have the freedom to exercise their creativity and create new flavors, while consumers are looking for unique and innovative beer styles. By constantly developing new flavors, craft beer brewers can continue to capture the attention and interest of consumers and drive the industry forward.
Customer loyalty
The craft beer industry is known for its strong customer loyalty, as consumers often become repeat customers and identify with their preferred brand. One of the most important strategies for craft beer brands to build strong customer loyalty is the use of social media.
Social media is an important component of marketing strategies in the craft beer industry, as it provides an effective way to communicate with the target audience and build engagement. Through social media platforms such as Facebook, Instagram, and Twitter, craft beer brands can have direct interactions with their consumers, provide them with updates on new products and events, and communicate their brand messages.
Craft beer brands have often built a strong community around their brand, whether through online groups or local events and tastings. These communities provide a unique opportunity for consumers to connect with other fans of the brand and share their love for the beer and the brand.
Another factor that contributes to customer loyalty in the craft beer industry is that many breweries are local businesses and work closely with their communities. These breweries often organize local events such as brew festivals, tastings, and concerts to celebrate culture and community and reinforce their brand. Through such events, consumers can meet the people behind the brand in person and build an emotional connection.
Emotional marketing
Craft beer brands often speak to their target audience on an emotional level to build a connection and foster consumer loyalty. One way craft beer brands do this is through their marketing campaigns.
Some craft beer brands rely on funny or provocative marketing campaigns to grab consumers’ attention and make them laugh. These campaigns can help keep the brand present in consumers’ minds and build a positive association with the brand.
Other craft beer brands emphasize their values and beliefs to build an emotional connection with their consumers. For example, some brands may emphasize their support for local communities, environmental protection, or social justice. By communicating their values and beliefs, craft beer brands can get consumers to buy more than just a product and instead build a relationship with a brand.
In addition, craft beer brands can also emphasize their brand’s story to build an emotional connection with their consumers. Each craft beer brand has its own story to tell, which helps consumers identify with the brand and build an emotional connection. A brand’s founding story can vary widely and gives consumers a sense that the brand is authentic, personal, and made by people who are passionate about their craft.
