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Tools of the Trade: Managing Beer Releases

Special releases aren’t seasonal anymore. For many breweries, these have become a weekly or monthly affair. Add to that membership clubs that offer special access, and you need a way to track each bottle and can.

John Holl Dec 15, 2019 - 11 min read

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Online management tools have brought convenience to many industries. The opportunity to simply drop wanted items into a cart, pay, and then pick them up or have them delivered is available on everything from groceries to clothing to appliances, cars, and even wine. It’s been slow to come to beer, however.

In part, this is because of state-by-state restrictions. But, it’s also because up until relatively recently, beer has been an at-home or at-the-bar experience that required in-person purchases. We’ve seen the rise of mail-order subscription services such as Tavour, and there are certainly online groups that can help fulfill a beer desire—for the right price.

However, if you’re an individual brewery that offers multiple releases and/or has a membership club, you need a seamless platform that can help get customers what they want in an orderly and easy fashion. Some breweries have come to rely on companies that specialize in tickets, such as Brown Paper Tickets or Eventbrite, when it comes to occasional or special beer releases. This is relatively straightforward. A customer buys a ticket to a festival or event and gets a beer in return. It’s a one-day transaction between anyone who is interested and a brewery.

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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.

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