According to the most recent craft beer sales statistics, domestic sales for craft beer have reached $27.6 billion, or about 24% of the American beer market. Millennials make up the majority of this market because craft beer is seen as sustainable and value-driven.
If you’re already appealing to Millenials, then you’re already doing something right. But if you diversify your sales strategy, you’ll be able to sell more beer to your niche and beyond.
Unique Ways to Diversify Your Craft Beer Selling Strategy
Setting a reasonable price for liquors, beers, and spirits is one way to increase sales, but if you don’t add the following strategies to your marketing, you’ll still fall short of your sales goals.
1. Add a Tap Room
The term “taproom” is often used synonymously with “bars,” but they couldn’t be more different. Although both rooms sell alcohol and possibly food, taprooms are places where friends, families, and strangers get to know each other, like how wine tastings connect wine lovers.
Taprooms can host birthday parties (for kids and adults), graduation parties, anniversaries, and other celebrations. They’re meant to build a community, which creates a loyal customer base. Your customers want a place to relax after a hard day’s work, and a taproom can offer that.
2. Put Beer in Cans
According to the SIBA Members Survey, craft beer is mainly sold in bottles. While that isn’t a problem if you’re primarily selling locally, bottled beer closes off distribution channels and decreases the shelf life of your beer. Adding a small canning line can increase your profits.
What’s more, cans offer more marketing space for your brand to truly shine. A good, bold design can make your beer instantly recognizable and increase the amount of new customers. We also recommend switching up your label slightly based on the season, beer type, or blend.
3. Widen Product Range
Your brand won’t be able to sell 10 beers at launch; that’s a given. At the same time, you can’t sell exactly what your competitors are selling. In order to capture a fraction of your market, you need to be known for something, whether it’s a flavor, a type of beer, or your brand personality.
Since your customer base comprises Millennials and Gen Z, you also have to consider health products. Vegan, gluten-free, and Higher ABV beers will be a hit with your audience. You could also sell products that are healthier versions than your competitors, like a low-calorie blend.
4. Tap the Online Market
Online alcohol sales will continue to increase as more and more consumers start to purchase from eCommerce sites. Amazon US and UK have started to sell beer through their website, and it’s led to a lot of previously unknown brands becoming established in their communities.
However, competition can be fierce in an online space, so you should focus on your branding before rolling out your product line. You’ll also have to sell at Trade price and eat the shipping costs for most of your beers. Still, opting into eCommerce early can lead to higher sales.
5. Focus on Hospitality
That same SIBA members study found that 2.52% of craft beer products go to restaurants, and 1.63% are sold in hotels. Craft breweries don’t partner with these establishments because drinking volume decreases when eating out, so drink-only establishments are the norm.
We’re seeing the rise of people ordering beer via UberEats, so they can drink it with their premium takeout. It’s clear that craft breweries will sell more via hospitality channels when they’re combined with premium food and drink offers, especially to Millenials and Gen Z.
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