Now that craft beers are in full swing, there are many independent traders who want to embark on this world.However, the challenges you must face to merge marketing and beer are many, we tell you about them below, as well as give you a couple of keys to success in this area.
Challenges of the sale of beer
One of the many questions that the people who start this challenge do is: “is this a sustainable business?” With so many new brewers it is very feasible to doubt whether this boom will actually continue and give the opportunity to Keep a business alive for a long time.
In addition to all the uncertainties that can generate the future we also get other challenges that the artisan brewers must face:
- Excess capacity and prices. Most new entrants in this business are too young to see what excess brewing ability can do to this industry.
Excess capacity will lead to low prices for at least 5 years, as the competition is very large.
- Bankers are lending money without the proper cash flow, so you have a private equity that you must then return. There is a long history of brewers who have been ruined by taking money lending seriously.
- Exclusivity and market. Distributors in some markets can not physically put all brands of craft beer, so there is a constant shuffling of brands depending on the brewer who is most booming during one season or another.
In addition, there are many bars and distributors that have exclusive contracts with one or another brand of beer already existing, so entering the market could become complicated.
- The volume of production. As artisan brewers cling much to the fact that they are offering a quality product, their production volumes do not compare with the volumes of industrial breweries.
According to statistics, what an artisan brewer can produce in a whole year, an industrial brewer can produce it in just four hours.
Keys to a Successful Brew Business
But, it’s not all bad or hopeless for artisan brewers, there are ways to thrive in the craft alcoholic beverage business today, you only need to put brains, heart, muscles and one technique in practice like choosing the Digital marketing campaign appropriate and according to your needs.
Here are seven key features that will help you succeed in the craft drinks industry.
- Focus on the beer. Do not let yourself be trapped by the romantic image of crafting and forget about beer. Nobody is buying your story, what people want is to buy beers . Do not worry about quality for a good story.
- Get ready. No time to learn on the fly. You may not need specific credentials to create your own beer, but you must have enough business experience to keep you ahead of new entrepreneurs.
Depending on this, ask yourself if you or your partners have:
- Understanding the business of producing perishable goods
- Detailed knowledge of the production processes of alcoholic beverages
- The marketing experience to stand out from a turbulent crowd of competitors
- Legal skills to navigate federal, state, and local regulations
- Physical strength to undertake labor-intensive tasks
If the answer to any of these is “no,” it may be helpful to do more work in terms of familiarizing yourself with the world of commerce before starting your business. If the answer to all this is “yes” then get ready to make the leap. You are on your way to a successful life.
- Know yourself. Vision and endurance are the hallmarks of a successful entrepreneur. In the craft beer business, character counts . People really do the business, and you will see that marketing your brand often means marketing yourself as an entrepreneur.
To compete, consider whether you can be:
- No fear when you face much better equipped and educated competitors
- Sign in your vision despite failures and disappointments
- Honest about your product and transparent in your operations
- Dedicated to your customers and able to honor your loyalty
- Stand. Artisan beers exist as an alternative to industrial production. Producers of this type of beer sell more than their product; Sell the idea that the trade offers a better way forward.
Analyze if you have:
- The generosity of embracing the tradition of craft beer to support artisan competitors
- Curiosity to learn absolutely everything about your art, because to definitely produce craft beers is an art
- An appreciation for obsessive-compulsive colleagues who really know everything
- The wisdom to see the next ethnic and gender integration of the craft
Starting to see a pattern here? That’s because there is one. Although everyone involved in the beer business brings a unique business history to the table, everyone has their own approach to applying it to everyday business.
- Set goals. In addition to assessing your strengths and weaknesses, it is important to define your business objectives . For some people, the goal is the freedom to do what they want whenever they want, without anyone telling them otherwise. For others, the goal is financial security. When setting goals, make sure they are specific, optimistic (but realistic), and offer short- and long-term plans so you can evaluate your progress.
- Be nimble, be smart. The days of “no failure” are coming to an end with so many new producers jumping into the craft beer market. Failure can occur, and success is not an inevitable conclusion in this world. You’ll have to think fast and move quickly.
For this it is necessary that you visualize and consider all the possible scenarios, in this way you will avoid making hasty decisions that can take you the failure.
This is where you must take into account each and every one of the challenges that you face as an independent brewer and prepare to have a plan of attack that can beat them all.
- Make friends. You must always be one step ahead of the big ones. One of the best ways to do this is to join other brewers . Life is much better if you respect and enjoy the company of your colleagues and colleagues. Embrace his beer companions with magnanimity.
We know that many make the decision to devote themselves to the production of craft beer to live an economic independence, so that associating with another brewer should not be within the plans of many. However, you need to consider that by applying this key you will be struggling and overcoming the challenges imposed by the current craft beer market, since a single brand will be created, instead of giving rise to many more brands in the sea Of existing brands; The more people, the greater investment capacity, which can avoid the application for loans that can later make you lose your business; And if more people can produce a greater number of beers, which can compete against the levels of production of industrial breweries.
Where do I start with Marketing for Artisanal Beers
If you have clear all the data above here you have a few steps to start your Online Marketing campaigns
- Make sure your ecommerce is ready to sell (products, descriptions, segmentation, methods of payment and transportation, etc …)
- Improve the on-page SEO of the site featuring your products, differentiate yourself from the competition by providing more information to your Beers
- Have a good keyword study focused on your business
- Try PPC Campaigns on both AdWords and Facebook Ads to get as soon as possible with your customers
- SEO is important, make your brand and products visible on search engines
- Use social networks, much traffic will come from them if you keep them up to date
- Study the analytics of your website and continue to improve
Finally, these are the characteristics of artisan entrepreneurship. Be honest with yourself about whether they are also the characteristics of who you are as a person. Identity is all in this business, so know your business well.