Sonas Blog

Promoting a new beer is just as important as brewing it.

Macro breweries are the perfect example of why marketing is important. Beer marketing matters for craft beer producers as well. Craft breweries have a range of tools at their disposal for making consumers aware of their brand. Consider the fact that just placing your beer into the "craft beer" category helps you to single your brand out from among other beers in the marketplace. Here are some of the reasons that having a craft beer marketing strategy is important:

Back in the 1980's, wine coolers were all the rage.

Ladies, especially, loved the fruity sweetness of a wine cooler.

Could sweet, fruity craft beers be the wine coolers of 2017?

Although the wine cooler trend may seem to have cooled, the truth is that there are true loyalists. Discover what keeps a consumer coming back time and time again to pick-up a 4-pack, or case, of their favorite wine cooler and you have discovered the key to tapping this market for your own sweet, fruity craft brew.

Although many beer drinkers are hearty loyalists, there are those who are cross-over drinkers.

A cross-over drinker appreciates a fine wine as much as they enjoy a cold brew.

Considering the interest California wineries are taking in the craft brew industry, it may be time for craft breweries to wake up and follow this lead.

Developing a wine or craft liquor option to your craft beer offering means broadening your craft beer branding to allow for this overlap.

Visit a wine tasting room at a vineyard and chances are you will be invited to register for membership in a wine club.

This is a convenient way to explore new vintages, a new bottle arriving by mail right on schedule every month. Membership is more than just privileges like discounts or exclusive access to select reserve wines, however. Often vineyards publish newsletters so that wine lovers can grow in their knowledge of everything related to creating, selecting and appreciating a fine wine.

But do wine club memberships deliver to the vintner the benefits they are seeking?

Are wine club membership programs profitable for winemakers?

If they are, will the same principle hold for craft brewers? Is a craft brew membership a promising promotion idea?

Seasonal beers and promotions, do they really work?

Actually, they do. Market research reports that seasonal brews are not just a blip on the sales screen. Brewers report sales increases of up to 26% with seasonal flavors.

Let's take a look at what the experts say seems to work.

In 2015 even the Smithsonian was raving about the craft beer craze.

What brands come to mind if asked the question, "Which is the greatest all-time best selling beer?"

Do you think of Budweiser? Perhaps Miller Brewing Company tops your list?

Believe it or not, the best-selling beer of all time is an obscure label from China.

I bet Snow didn't top your list, but it ranks as number one globally for sales with 5.4% of global market share.

What kind of beer marketing strategy is resulting in an explosion of sales for a beer relatively unknown to the public?

It may seem that a good craft beer may need no marketing if it catches the fancy of a few influential beer drinkers.

Not exactly true, however.

The group known as “influencers” are a very important demographic whose attention must be captured but a wider net must also be cast and a lot more people induced to try the product if it is to gain real notoriety and success.

Here are a few ways to accomplish this goal:

As we head into the end of the year, it is time for you and your brewery to start preparing for your next seasonal and holiday promotions.

Fortunately, there are tons of ways for you to capture the attention of curious craft brew fans, while also rewarding your most loyal followers at the same time.

These are some of the top craft beer promotion ideas of the year: