Selling Beer

There are beer styles, and then there are lifestyles. One of today’s biggest branding shifts centers on occasion—proposing to consumers when, where, and how they might enjoy your beer.

People want to drink in bars again. Here are ways to help make sure it’s your beer they’re drinking.

Last year was another tough one for beer sales, though there’s been a gap between retail and on-premise sales. Let's take a high-level look.

Distributor consolidation, competitive shelf sets, and beyond-beer beverages make a compelling case for external sales help. Here’s how to evaluate them against the in-house alternative.

With brands such as RedBridge and Glutenberg no longer widely available, smaller breweries are finding success in a “need state” niche.

When it comes to growing sales beyond the taproom, even smaller breweries can professionalize and secure wins.

Is it true that younger people are drinking less beer? And are there fewer beer drinkers than there used to be? Let’s consider some numbers that might undermine those assumptions.

Much of the real work of selling beer happens at the bar—and it often starts with a question. Here’s how to ready your taproom team with the answers that satisfy customers and promote sales.

Whether taproom-based or a way to mail out your most prized beers, clubs provide steady revenue while developing a base of loyal customers.

As guaranteed taproom-fillers, private events can boost your brewing business—all you need is the space, a few options for food, and fresh ideas.

An efficient, relentless focus on a single IPA is fueling regional success for this Vermont powerhouse.

From a total revamp to more iterative changes, here’s how you can ensure one of the most important beers in your portfolio keeps up with the times.

People are looking hard for value right now—and even when margins are tight, strategically offering deals on beer can pay.

Collaboration is part of modern craft beer’s DNA, but today’s challenges mean brewers must be choosier about when and where they dedicate their time. From fellow industry pros, here are some key considerations to keep in mind.

Professional photographers, marketing experts, brewers, and social-media natives share advice on how to get more comfortable taking pictures of (and telling stories about) your beer.

As a one-stop information hub for potential customers, wholesale partners, and people who would spread the word, your website still matters. But is it putting your brewery’s best foot forward?

Your brewery has the potential to tap into a wider audience, bearing in mind that today’s typical drinkers aren’t beer geeks. Here’s how to grab their attention with flavor descriptions that resonate.

What does it mean to generate consistent sales velocity? Here, wholesalers share what they wish breweries knew about it.

Whether through consolidation or layoffs, a brewery can lose its point of contact at a wholesaler. Here’s how to keep sales on track while strengthening your partnerships in the middle tier.

IPAs are known crowd-pleasers, but what about that lighter style or passion project that somehow catches fire? Can your brewery capture that lightning in a bottle (or can, or keg) and reproduce the magic?