How to Create a Brewery Social Media Strategy

Brewery Social Media Strategy: Ultimate Guide For 2024

In the vibrant world of breweries, where creativity and community converge, a well-crafted social media strategy isn’t just advantageous—it’s pivotal. According to the Brewer’s Association, the number of operating craft breweries continued to climb in 2023, reaching an all-time high of 9,761, including 2,092 microbreweries, 3,502 brewpubs, 3,910 taproom breweries, and 257 regional craft breweries.

In this competitive market, it’s imperative that breweries engage with customers through social media sites like Facebook, Instagram, TikTok, Twitter, and more. Your brewery's presence on social platforms can cultivate a dedicated following, turn casual visitors into regulars, and seamlessly integrate into your operational rhythm.

Why Should Your Brewery Use Social Media?

Social Media has affected the way we interact with each other, and it’s changed the way companies in every industry conduct business and connect with their customers. Having a social media presence is no longer an option–it’s a necessity. And it’s critical to establish an online presence and identity that stands out. Here’s what your brewery can achieve:

Professionalism and Credibility

A well-curated social media profile enhances your brewery’s reputation. Consistently updated profiles with engaging content demonstrate professionalism and a commitment to quality craftsmanship.

Enhanced Online Discoverability

Maintaining an active social media presence increases visibility among beer enthusiasts. Utilize local hashtags, geo-tags, and encourage patrons to tag your brewery in their posts to expand your reach.

Information Dissemination and Communication

Social media enables quick updates on brewery events, new beer releases, and taproom activities. Utilize features like Instagram Stories, Facebook Events, and Twitter updates to keep your followers informed and engaged.

Visual Sharing of Beers and Brewery

Showcase your brewery’s offerings with high-quality images and videos of your beers, taproom ambiance, and brewery events. Invest in professional photography to highlight your products effectively.

Having a strong social media presence tailored to your brewery not only enhances brand awareness but also fosters a sense of community among beer enthusiasts. By leveraging the power of social media effectively, your brewery can become a staple in the local craft beer scene and beyond.

How To Build Your Brewery Social Media Strategy

When developing your brewery’s social media strategy, start with the basics:

1. Define Clear Goals: Are you looking to increase taproom visits, enhance brand recognition, or foster community engagement? Clearly defined goals will guide your strategy and provide a roadmap for your actions.

2. Research Your Audience: Gain insights into the demographics, interests, and behaviors of your target audience. Understanding these aspects will enable you to tailor your content and engagement tactics effectively.

3. Analyze Competitors: Study the social media strategies of successful breweries. Identify their strengths and weaknesses, and seek opportunities to differentiate your brewery's brand in the competitive landscape.

4. Set Key Performance Indicators (KPIs): Establish measurable metrics to evaluate the effectiveness of your social media efforts. KPIs could include metrics like follower growth, engagement rates per post, or the number of event RSVPs generated.

5. Develop a Content Calendar: Plan your social media content in advance to maintain consistency and diversity. A well-organized content calendar ensures that you have a steady stream of posts that resonate with your audience and align with your brewery's messaging.

Creating a brewery social media strategy involves researching and understanding your audience and competitors to create engaging content that drives results.

How Breweries Use Social Media

Breweries use social media to connect with patrons in fun, useful, and creative ways.

• High-Quality Beer Photos: Share captivating images of your beers using natural lighting and a consistent visual style. Ensure each post highlights the unique characteristics of your brews.

• Special Beer Releases and Events: Generate excitement around limited-edition beers or brewery events. Utilize countdowns, teaser posts, and behind-the-scenes glimpses to build anticipation among your followers.

• User-Generated Content: Encourage patrons to share their brewery experiences and tag your brewery. Repost user-generated photos and videos to foster community spirit and validate your brewery’s appeal.

• Customer Engagement: Actively interact with your audience by responding to comments, messages, and reviews. Use direct messaging for personalized customer service and public responses to showcase your commitment to customer satisfaction.

• Brewing Insights: Provide a peek into your brewing process by sharing step-by-step photos or videos. Highlight unique brewing techniques, ingredients, and the craftsmanship that goes into creating your beers.

• Behind-the-Scenes Stories: Humanize your brewery with behind-the-scenes content. Introduce your brewing team, showcase daily operations, and share fun moments to connect with your audience on a personal level.

Showcasing your brewery’s unique offerings through social media builds excitement, connection, and a loyal community of beer enthusiasts.

Best Brewery Social Media Platforms

Instagram

Focus on visually appealing content. Use high-quality photos and videos to showcase your brewery, beers, and customer experiences. Utilize Instagram Stories and Reels for behind-the-scenes content and updates. Engage with your audience through comments, likes, and direct messages to foster a vibrant community.

Facebook

Ideal for community engagement. Create a business page with essential details like location, contact information, and taproom hours. Utilize Facebook Events to promote brewery events and encourage attendance. Engage with followers through regular posts, comments, and messenger to build relationships.

TikTok

Harness the power of short, viral videos. Showcase your brewing process, new beer releases, and customer interactions. Participate in trending challenges and use popular songs to boost visibility. Engage with your audience by responding to comments and collaborating with other TikTok creators to expand your reach.

Twitter

Utilize Twitter for real-time updates and customer interaction. Share quick updates about brewery news, events, and special releases. Engage with followers through retweets, replies, and trending hashtags to enhance visibility and engage with beer enthusiasts.

Pinterest

Create boards that highlight your beer lineup, brewery events, and brewing techniques. Use high-quality images and detailed descriptions to attract beer enthusiasts and drive traffic to your other social media channels.

YouTube

Develop longer-form content such as brewery tours, beer tasting sessions, and interviews with brewers. YouTube allows for in-depth storytelling and can help cultivate a dedicated following interested in your brewery's story and craft.

Crafting a comprehensive social media strategy across these platforms will help your brewery connect with a wider audience, showcase your unique offerings, and build a loyal community of beer enthusiasts.

Platform-Specific Strategies for Brewery Social Media

Instagram

Importance: Instagram’s visual platform is ideal for breweries to showcase their craft beers and connect with beer enthusiasts.

Tips for Bio, Account Setup, and Aesthetics:

• Bio: Craft a concise bio featuring your brewery’s location, a compelling call-to-action (e.g., “Visit us for craft brews!”), and a link to your website or menu.
  
  

• Aesthetics: Maintain a consistent visual style with a cohesive color palette, filter choice, or editing approach. Use Instagram Stories for daily updates on events, new releases, and behind-the-scenes glimpses. Utilize Instagram Reels for engaging short videos showcasing your brewery’s atmosphere and brewing process.

Facebook

Targeting Older Demographics: Facebook remains effective for reaching an older demographic of beer enthusiasts who appreciate detailed content and community engagement.

Setting Up a Business Page:

• Location and Contact Info: Ensure your business page includes accurate location details and contact information for easy customer access.
  
  

• Ordering Links: Provide links to your online ordering system or delivery partners to facilitate convenient access to your beers.
  
  

• Posting Frequency and Community Engagement: Aim to post informative content 3-4 times a week to keep your audience engaged. Foster community interaction through responsive comments, likes, and shares. Consider hosting Facebook Live sessions to engage with your audience in real-time, offering brewery tours, Q&A sessions, or live tastings.

TikTok

Influencing Beer Choices Through Short-Form Videos: TikTok’s dynamic platform is perfect for showcasing the excitement and variety of your brewery’s craft beers.

Best Practices:

• New Beer Releases: Create captivating videos introducing new beer releases and their unique flavors.
  
  

• Brewery Ambiance: Capture the lively atmosphere of your brewery through video, highlighting events, live music, and the overall customer experience.
  
  

• Trend Participation: Engage with trending challenges or popular themes to enhance your brewery’s visibility and appeal to a broader audience.

Delivering platform-specific content allows your brewery to effectively engage with customers with varying locations, interests, and backgrounds.

Working with Social Media Influencers for Brewery Promotion

Leveraging the power of social media influencers can amplify your brewery’s reach and impact. Here are ways to establish and maintain effective influencer partnerships.

Audience Alignment

Identify influencers whose followers align with your brewery’s target demographic. Use tools like BuzzSumo or HypeAuditor to analyze their audience demographics, interests, and engagement levels.

Engagement Rates

Prioritize influencers with high engagement rates rather than only focusing on follower count. Active and engaged audiences are more likely to respond positively to endorsements.

Content Quality

Assess the influencer’s content quality, ensuring their style, tone, and visuals align with your brewery’s brand image and values. Look for compelling storytelling and high-quality visuals that resonate with beer enthusiasts.

Niche Relevance

Choose influencers who specialize in food and beverage or have a strong affinity for craft beer. Their authenticity and genuine interest will resonate more with their audience and enhance credibility.

Reputation and Professionalism: Research the influencer’s reputation and past collaborations. Opt for influencers with a positive track record and avoid those with controversies or unprofessional behavior.

10 Best Brewery Social Media Examples

1. Dssolver - Asheville, NC

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2. Allagash Brewing Company - Portland, ME

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3. Lady Justice Brewing - Englewood, CO

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4. New Terrain Brewing Co. - Golden, CO

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5. Halfway Crooks Beer - Atlanta, GA

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6. Boss Rambler Beer Club - Bend, OR

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7. Alvarado Street Brewery - Salinas, CA

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8. Hudson Valley Brewery - Beacon, NY

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9. Zero Gravity Craft Brewery - Burlington, VT

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10. Cloudburst Brewing - Seattle, WA

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