OnTap Magazine

GOING PRO In the next issue, Marcel guides us through the quagmire of social media and how it can be used to boost a brewery to legendary status. PROFESSIONAL BRANDING IS NOT OPTIONAL 4 A wonderful part of the craft beer industry is its emphasis on the aesthetic as well as sensory experience of beer. Great beer not only smells and tastes great, but looks the part too. If you’re trying to create unique experiences for your consumers, then it starts with the look and Another common error committed by novice pro brewers is to outsource sales too quickly. What I mean is the tendency to immediately employ sales staff, distributors and the like to try and sell your beer for you. I think this sort of thing is due to people falsely believing that the art of selling is particularly hard or odious. But there’s one fact that should give you pause if you’re thinking of immediately outsourcing your sales and distribution function: Do you really believe that anyone can ever be as passionate about your beer as you are right now? Sure, you can get some good sales folks to flog your beer to restaurants and retail outlets. They are surprisingly difficult to find, but they are out there. And as you grow, you will definitely need to call upon external sales and distribution to get you into more venues. But it still makes sense GET BUSY SELLING 5 why nobody in the entire world has elected to name their brewery the same. And it's not a good reason. • Any name that references scatological or frat-house humour will not stand the test of time. That time being the 1980s. • Beware acronyms! It may seem clever but please keep in mind that nobody else will necessarily understand W.Y.D.I. • Names that would exclude or annoy large groups of potential customers because they are sexist, racist or generally bigoted. I wish this went without saying, but given recent events both locally and abroad, I guess not. You should probably also reconsider your life choices if such names appeal to you. Just saying. • Names that infringe copyright. This is especially true if you're a movie or music fan and would like to name you brewery (or beers) after a favorite movie or song. In certain instances, this might be allowed, but in most, it won't. A better option is to be subtle about your references and homages. • On that note, a common naming error is being too on the nose. Just because you really, really like racing cars doesn't mean you have to call your brewery "The Racing Car Brewery." Think of more subtle nods to your passions, and you'll be in much better shape. Running a commercial brewery is hard work. It's also tons of fun, but it's also hard work. So pick a name that will be worthy of all the blood, sweat, tears, and cash you'll be expending on it. feel of your beer and beer brand. This is especially vital for brewers who intendtosellbottledorcannedbeertoretail outlets. Think about it. At a festival, you can give attendees a free (or paid) sample of your beer. But how about at a liquor store? There really isnoreason for theaveragecraft beer fan to pick your beer above another. Hence, the average craft beer enthusiast buys with her eyes. That’s why branding and labelling are so vital to good craft beer businesses. Embrace the wonderful diversity of craft beer design and branding. Don’t be so stuck up. Don’t try to copy macro beer designs (Hint: their average design ethic rhymes with “snoring”). Visit sites like OhBeautifulBeer.com. Regularly. You’ll soon notice that there are millions of design styles and methods to choose from. Once you’ve decided on a few that float your boat, get a professional in to help you. Yes, experienced graphic designers aren’t cheap. But would you let some rank amateur who doesn’t know their hops from their base grains brew your flagship beer? Nope. So don’t skimp on design, either. to do a lot of the initial selling yourself. That way, you get to build lasting relationships with your clients. They really appreciate working with the brewer rather than an anonymous sales rep, believe me. Also, you can sell the passion more than anyone else. You don’t have to be a master salesperson. You just have to be honest. How cool is that? I’ve known brewers who think that hosting a tasting at a restaurant or liquor store is beneath them. Strangely enough, brewers like those are still scratching their heads about why they’re not selling as much beer as they think they should. Be behind the taps at festivals too. Yes, you could employ some model-like student who knows nothing about beer to do that for you. But your true fans, the ones that will become devoted to your beer, will appreciate talking to the brewer way more. Roll up your sleeves, get involved in selling good beer to fans of good beer. Building up a following amongst beer geeks is never a bad thing. And it’s fun. Imagine that. Would you let some rank amateur who doesn’t know their hops from their base grains brew your flagship beer? Nope. So don’t skimp on design, either On Tap 48 | Autumn 2019 | ontapmag.co.za