So your brew is rock solid, and your brewing and business plans are equally sensational. What now? It's time to develop your brewery branding so that it captures the imagination of craft beer drinkers the way your signature beer captures their taste buds.
These five branding tools are not new. The trick is how you leverage each of them to your best advantage.
What’s in a name? Everything. Abita Brewing prides itself on using the purest ingredients in its brews, beginning with the artisan water of Abita Springs (hence the name). That purity messaging permeates throughout their beer styles and label designs. The more compelling your story is, the greater its impact on your customers. This is especially true for locally based stories.
Wouldn’t it be nice to launch with your own version of the iconic Samuel Adams glass? Save that goal for later, but in the meantime, you have plenty of glass styles and printing options to choose from. A glass with a distinct design or logo creates loyal drinkers.
The drink coaster may be one of the most underused branding tools. Most are round and feature a logo on both sides. But think bigger: Why not use the space to share your story? Or instead of round, make it a different shape that relates to your brand. Scratch ‘n' sniff? Glow in the dark? Interactive QR codes? Drink coasters can do more than you’d imagine.
Oftentimes before the bartender can ask “What’ll it be?,” the tap handle has already spoken. There is no shortage of stylish tap handles. It's a marketing opportunity you won’t want to miss. Customers can’t be lifelong fans of your beer without first sampling it. Mesmerize them with branded tap handles that call out “Pick me!"
Word-of-mouth is huge, but another way your fans spread the word is by sporting your brand in public. Loyal customers who wear your brewery's branded apparel become brand ambassadors. No conversation necessary! A popular choice is adding your logo to T-shirts, hats and sweatshirts, but get creative and do what works best for your brand.
Leveraging these five key brewery branding tools can establish the foundation you need to succeed.