I like beer. But, when I tell people that I like beer, I’m not talking about the big three American brands you’d expect to see at college frat parties. I like craft beer. Small, local craft beer breweries have exploded in popularity across the US in recent years, and oddly enough, their massive growth has taught me a thing or two about marketing a brand.
Right off the bat, the flavor and variety of choices do have something to do with why I enjoy craft beers so much. But, while there’s nothing quite like the bite of a good IPA, or the complexity of a mocha stout, their flavors alone don’t endear me to certain craft beers. When I think about what truly speaks to me as a beer drinker and consumer, it’s the distinct, creative, and proud brands the various craft brewers have created for themselves.
Each brewery markets its beer differently, and none seems willing to back down on their brand image. In a sense, they’re not ashamed to be themselves. But, what did that teach me about marketing a brand? A lot. Looking at how craft breweries present themselves and their beers to the public, I’ve taken away a few key points that are applicable to any brand. So, let’s take a look at what we can learn from craft beer marketing.