Both craft beer distributors and beer festivals are on the rise as the appreciation of good beer spreads. However, it’s easy to get lost in the shuffle of these large-scale events. Here are tried-and-true steps to stand out and attract customers.
Don’t Use Tickets
Tickets can slow down festival operations and frustrate customers. Tickets frequently get lost and restrict how much people are willing to try, which may prevent guests from spending their precious tickets on a particular beer or trying a more adventurous flavor. Selecting festivals that follow a one-time fee to enter creates a more positive and relaxed fest vibe for both staff and festival attendees.
Sample a Big Variety
Particularly for breweries expanding to a new region, festival customers may be trying out a brand for the first time and need a lot of guidance for their sample. Others will be stopping by to grab a taste of an old favorite, or to taste the newest product from a company they respect. In any situation, craft beer distributors need to aggressively advertise their selection and share unique talking points to stand out in the crowd.
Bring Engaging Staff
Craft beer distributors should send their highest-quality, tenured staff to represent them at a festival. Customers will want to know the history of the company, ingredients in the beer, and suggestions based on a wide variety of tastes. A confident and well-trained employee can also keep people entertained in long lines and encourage social media interactions to make a lasting impression.
Provide Water & Goodies
Water is a must to stay hydrated throughout the day, and every customer will be forever grateful to the vendors that provide it. It also cleans out their glass between samples and stops residue from building up. Other freebies like stickers and buttons will help make a brewery’s brand stand out among the other booths.
There’s no shortage of popular beer festivals happening, especially across the West Coast. With these tips in mind, strategic breweries can gain exposure in new markets and ensure a happy crowd at the next fest.
Photo Credit: Hans Splinter