OnTap Magazine

GOING PRO o you’re thinking of going pro? You’ve won a few homebrew competitions, maybe even have some cash stashed away somewhere for that Big Project (Hint: you’ll need more than you think). Congratulations. You have decided to embark on one of the single most ful lling careers known to humankind. Making beer and seeing people enjoying it, all the while being paid for your e orts. Seriously, there are few more rewarding occupations. But it is also an endeavour that is a bit like driving with your headlights o on a lonely Free State road: lled with trepidation and peril. So to make things slightly less scary, I’d like to share some learnings I’ve had over the years in helping breweries (and businesses in general) navigate their way to success. Below are ve key principles of craft beer marketing that will help you avoid pain and heartache down the line. The number onemistake I see craft brewers making is believing that making good beer is enough. There’s a dangerous mythology resident in their minds that convinces them that good beer “sells itself.” This an incredibly bad idea to believe in. Here’s a quick thought experiment for you: think of something that everybody needs, something so obviously necessary that surely, it should be able to sell itself. The example I thought of was taps (no not that kind of tap, you beer-obsessed marvel you). Surely taps, whether for the kitchen or bathroom, are so fundamentally necessary that they sell themselves? Uh, no. Go to any bathroom supply store and check out the different options available. The marketing claims, the posters, the demonstrations... The fact that manufacturers spend all that money to try and convince you to buy their taps is proof that nothing, and I mean nothing, sells itself. Once you’ve disabused yourself of this dangerous idea, what’s next? It’s quite simple, really. Even if you genuinely brew the best beer on this planet, you will still need to formulate a marketing and sales strategy to move those bad boys out the door of your brewery. Sad, but true. So get started. You can put yourself in a zone that macro brewers can only ever dream of NOTHING SELLS ITSELF 1 IT’S ALL ABOUT THE EXPERIENCE 2 WHAT’S IN A NAME? 3 Here’s an important question to contemplate if you’re thinking of going pro: why does craft beer exist? I’mnot being difficult. Truly contemplate that for a bit. Sure, good beer is a great thing, but why is craft beer even a “thing”? When I ask brewers this question, I often get blank stares. It’s as though the answer is either so obvious, or so obscure, that they’ve never thought it through. I’d argue that it’s fundamental to good craft beer marketing to really, really understand why craft beer exists and why you want to be part of it. I’ve met craft brewers who really don’t understand their own industry. They have vague notions of creating “better beer” or even competing with the big guns. Unfortunately, vagueness of intent often leads to bad business decisions. Here’s one really good reason why craft beer exists: Because people are drawn to authentic, difficult-to-reproduce experiences. Why are there always queues a mile long outside the latest amusement park, or virtual reality ride, or concept store? It’s because of the experience people are hoping to have by going there. Business theorists like Joseph Pine and James Gilmore have argued persuasively that only an experience-based business can hope to avoid the eventual pull of commodification. This is where the product you sell becomes so common and easy to produce that the only way to stay competitive is to lower your price. Macro brewers are already there. Their primary selling point is not the taste of Naming your brewery (and beers) is both delightful and terrifying. It’s a name that you’ll be carrying around for a long time. It’s going to be on your website, your business cards, and that award you’re going to win at the next national beer championship. So it’s rather surprising to me how little time some brewers spend in selecting a name for their brewery. Here’s a general rule of thumb that might help: Take the first twenty ideas for a brewery name you’ve come up with and toss them in the trash. I guarantee you that they are all derivative, stereotypical junk. You must train your brain to be a bit more creative. You also have to resist the impulse to go down common but oh-so- seductiveavenuesthatleadstraighttoBad Name City. Here are a few to look out for: • Having your 4-year old / talking parrot / etc. name your business. Or any variation of this theme. It might seem like a "cute" idea, but craft beer fans may not agree. • Going with a name that is too original.Sometimes,there'sareason their beers (when last did you see a macro brand advert that actually tried to sell you on taste?), but their price point at the restaurant or bar or liquor store. You can simply buy more beer for less. Once price becomes your only leverage, you’re forced to try and convince people that drinking your beer will translate into celebrity status, cool lifestyle benefits, and romantic attraction. Shame. But if you’re selling a real, authentic experience, it’s not that easy to get painted into a pricing corner. And that’s where craft brewers are (or should be). By selling not just the excellent quality and flavour of your beer (in itself a unique factor), but also the experience of being part of this thing called craft, the craft beer revolution, sticking it to The Man, knowing the person who made what you’re consuming, and so on, you can put yourself in a zone that macro brewers can only ever dream of. On Tap 46 | Autumn 2019 | ontapmag.co.za