Upon entering an already crowded field, craft brewers often find themselves surrounded by brick walls when it comes time to market their brand. In order to climb out of the box and into the spotlight, your own cidery or distillery must be able to sell a compelling narrative, advertise efficiently and create effective marketing campaigns while scraping out a niche in the teeming marketplace. As overwhelming as it may seem, improving your marketing presence can be done in just a few simple steps. Consider the following tips to enhance your promotional efforts.

#1: Craft a Convincing Narrative Through Authenticity

According to the brewersassociation.org, there are over 5,300 breweries operating in the United States as of 2016. With a 16.6% increase in U.S. breweries from 2015 to 2016, your own craft brewery may be faced with the question: how do we stand out as the field expands and becomes increasingly competitive?

Authenticity is the key to promoting your business. Because the American craft brewery prides itself on three principles – limited production, independence and tradition – creating a narrative based on what makes your cidery or distillery unique will help give your brewery personality. And if what makes your craft brewery distinct is its ties to the local community, be sure to capitalize on sponsorships, donations and volunteerism to build equity and further enhance your brand’s story.

#2: Use Thoughtful Marketing To Get Your Brand Out There

At the end of the day, you want people to feel at home with your marketing presence – like they can sit down and drink a pint with you. Sounding like a corporate drone and using unfit advertising strategies, like television commercials and direct mail, will only make your craft brewery seem out of touch with consumers.

Traditional marketing techniques, such as placing ads in local newspapers and magazines, are a great way to weave your brewery into the fabric of the surrounding community. However, in the digital age, outreach opportunities will mostly present themselves in the form of social media. Facebook, Instagram and Twitter are all great platforms to communicate directly with your fans. Capture fun, candid moments on Snapchat or make food pairing videos on YouTube featuring your brews to leave a genuine impression on your audience.

#3: Create An Effective Marketing Campaign

In addition to staying up-to-date on your social media platforms, it’s crucial to develop a marketing campaign. Whether through a link on Twitter or a weekly newsletter, driving people to your website is essential. Once they arrive, your site has to be easy to navigate, simple and polished to increase conversion. When looking to send out e-mails, pick a time and stick with it. Maybe consider publishing a newsletter right before the weekend or during the midweek slump. Just remember: be authentic, consistent and social, and people will follow.

You’ve just left your nine-to-five. Before heading home for the day, you decide to hit up your favorite watering hole. As you peruse the menu during happy hour, you notice the classification under your preferred brew reads, “Wheat Beer,” but what exactly does that label mean?

Cracking The Code: Wheat Beer Defined

Wheat beer, otherwise known as a weizenbier, is a brew that’s derived of at least 50% malted wheat. From American pale wheat to Hefeweizen to Berliner Weisse, wheat beer is highly effervescent with a light, refreshing flavor that’s perfect for spring get-togethers and summer barbecues. Many wheat beers also feature fruity notes, such as vanilla, clove and classic banana flavors. Because of the traditional yeast strains, this type of beer retains a remarkable head, creating an enjoyable, distinctive drinking experience.

Explore Your Palate

If you’re new to the world of craft beer, odds are you don’t know all that much about the different types of wheat beer. Whether you enjoy a fruity, refreshing brew paired with a rich dessert or prefer a dark, heavy beer made for sipping, the spectrum of wheat beer offers various flavors, carbonation levels and acidities to suit your palate. Here are some common types of wheat beer:

Lambic – The beer born wild. Top-fermented by multiple wild yeast strains in a process known as spontaneous fermentation, Lambic features unusual, unique flavors and is often brewed with fruits, such as raspberries, apricots and grapes, toning down the tartness.

Berliner Weisse – The refreshingly tart beer. With a sour, acidic taste and almost no hop bitterness, Berliner Weisse is pale in color and low in alcohol content, making for a smooth, light drinking experience.

Hefeweizen – The original wheat beer. Hefeweizen is unfiltered and contains a small amount of hops, high carbonation and a signature banana flavor.

Dunkelweizen – The darker version of Hefeweizen. Delectably creamy with notes of vanilla, banana, clove, bubblegum and/or nutmeg, Dunkelweizen is brewed with caramelized or roasted malts, contributing to its dark, sometimes chocolaty nature.

Bockbier – The beer made for sipping. Because of its high alcohol content of 6% or more, Bockbier has a distinct, rich malt flavor that balances sweetness with nut-like notes.

Weizenbock – The middle ground between Bockbier and Hefeweizen. Generally made with bold fruit and complex malt flavors, Weizenbock tends to taste spicy due to its high ABV. It’s creamy and refreshing – but comes with a kick.

Thirsting for more? Contact Columbia Distributing to learn more about the domestic and imported beers, craft beers and other alcoholic beverages we distribute.