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Marketing Beer, Direct to the Consumer

Thanks to the changing face of online sales, it’s possible for all beer to be local. Now might be the time to jump on the bandwagon.

John Holl Oct 21, 2019 - 8 min read

Marketing Beer, Direct to the Consumer Primary Image

Illustration: Jamie Bogner

In the not-too-distant past, the concept of beer mail meant a box arriving on your doorstep, usually unmarked so as not to arouse suspicion from the government postal workers and sent by a friend or online acquaintance in a predetermined sale or trade. As more and more commerce goes online, a handful of companies are looking to plant a flag now in the beer space to make it easier than ever to get beers from beyond customers’ areas right to their homes.

Of course, beer delivered by mail by a third party is nothing new. Beer of the month clubs have been going on for decades, although—at least in the beginning—the customer had little choice about what arrived. Old-timers will tell you tales of long-out-of-code IPAs or skunked lagers showing up in a box each month. Then there are services such as Rare Beer Club that work with breweries to procure hard-to-get bottles and cans before shipping them off to members.

There are also other services that have a database and website that know what’s in stock in stores in a certain geographical area and will buy from that retailer and deliver to a home or office for the cost of the beer (and a delivery fee, of course).

A New Crop

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John Holl is the author of Drink Beer, Think Beer: Getting to the Bottom of Every Pint, and has worked for both Craft Beer & Brewing Magazine® and All About Beer Magazine.