There’s no doubt about it: the beer market is very competitive right now. A survey conducted by Alltech and The Brewers Journal across 209 countries found that there were over 19,000 licensed breweries - and that was in 2017. Significantly more breweries have popped up in the years since. That’s a lot of brands to compete with!
Fortunately, beer consumers are a curious and adventurous bunch. Many enthusiasts are constantly seeking out new weird and wonderful beers to try. The key is finding a way to connect to these consumers through clever branding.
Just how can you stand out from the crowd? This post offers a few tips for brewing up a successful beer branding strategy.
Define your target audience
First, try to consider who your audience is. Pinpointing a specific demographic can help you to cut through the noise. There are numerous different audiences that you can target your beer at. A few of the hottest demographics to choose from right now include:
Environmentalists: A number of consumers are becoming more eco-conscious and are seeking out beers that are vegan, sustainably packaged or brewed using energy-efficient processes.
Health-conscious drinkers: Many drinks are seeking out low-calories, low-alcohol or no-alcohol beers.
Premiumizers: In the quest to seek out higher quality beers, some beer lovers are paying more for premium drinks.
Local supporters: A growing number of drinkers are being drawn to local breweries - especially when drinking at local bars and taprooms.
Centering your brand around this audience could provide you with a niche for more easily standing out.
Keep your brand name simple
Finding a standout brewery brand name is hard. There are many different angles you can do down including puns, pop culture references, folklore or local history. The best advice here is to keep it simple and snappy. You want your beer to be memorable and anything over 4 words is likely to be forgotten. Consider relating your brand name to your audience.
Check your brand name is available
With so many breweries out there, there is a chance that your brand name may already be taken - and it could already be trademarked. Do your research to avoid choosing a brand name that is already taken so that you don’t get sued for trademark infringement.
Go minimalist or go maximalist with visuals
Today’s beer shops can feel like entering an art gallery - so many crazy images and fonts competing for your attention. In most cases, the ones that will catch your eye first are the ones that go ultra-maximalist or ultra-minimalist. The maximalist route - made up of bright busy colors and bold dense imagery - tends to be best reserved for more unusual beer concoctions, whereas minimalist labelling - with little to no imagery and lots of white space - may be better reserved for more straightforward beers. However, you may find it pays to flip the script!
Tell an engaging story
An engaging story can be a reliable way to stand out. Personal stories of how you were driven to start your own brewery can be added to your beer label to entice buyers, as well as being used as an effective way to sell your beer online via your website and social media. It could be a heartfelt story or a funny story. Just make sure it’s not boring - consider working with marketers to find a unique angle.
Develop a distinctive tone of voice
Your tone of voice will help you to connect with your target audience. Go for something formal and luxurious if you’re selling a premium beer, funny and whimsical if you’re selling an unusual beer, and conversational and honest if you’re trying to connect with everyday drinkers. An example of a beer brand with a very distinctive tone of voice is Hobgoblin - who have their own mascot and a famous mocking slogan: ‘what’s the matter lagerboy, afraid you might taste something?’.
Stay consistent across channels
It’s important to use consistent branding across all channels. A consumer should be able to see your beer on the shelf or visit your website and tell that they are the same brand. Try to use the same brand color scheme and use the same tone of voice in order to keep everything connected.
Get tech-savvy
While events like beer festivals and local sponsorships remain one of the best ways to market a beer brand, digital marketing is becoming increasingly more important as more people do their shopping online. Make sure you’re spending money on SEO and online ads. It may even be worth investing in live videos or animations to broadcast online. You can also add QR codes to your beer bottle or can label to encourage consumers to follow you on social media or visit your website (this could be a great way to encourage people who are trying your beer in a bar to order some for home from your site).
Consider the bottle or can style
An overlooked but important aspect of your visual brand is the bottle or can itself. In the case of beer bottles, the shape and even the color can have an impact on the buyer - stubby brown bottles can provide a more traditional look, while longneck green or clear bottles can suggest a more modern look. Brown bottles tend to be most popular because they offer UV protection, but some brands like Corona famously use clear bottles to stand out.
Sell your own beer merch
To help get your brand out there, treat your beer like a rock star and consider developing your own merchandise to sell and distribute with it. Basic and practical examples include branded beer glasses and beer mats, however you can also look into branded t-shirts, hats and other accessories. These could be sold in gift sets, given away at events or sold to customers in a gift shop if you do brewery tours. Consider accessories that your most loyal consumer is likely to want - beer brands with a younger audience may want to consider merch like hoodies, whereas those with an older audience may want to stick with items like t-shirts.
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