12 Proven Ways to Grow Your Craft Brewery Brand & Revenue

Key Takeaways:

Budget: Aim for 7-8% of gross revenue for maintenance; 10-20% for growth.

Social Media: Move beyond “beer can photos” to behind-the-scenes storytelling and User-Generated Content (UGC).

Events: Utilize your space for private events and partnerships to create new revenue streams.

Tools: Leverage email marketing and event management software like Tripleseat to save time.

If you’re in the brewery and taproom space, you already know that effective marketing can make or break your ability to stay competitive. According to the Brewers Association, today’s success hinges on creating memorable taproom experiences, expanding beyond traditional beer with non-alcoholic and low-ABV offerings, and building strong community connections. With so many priorities to balance, a thoughtful marketing strategy is more important than ever.

Looking for fresh marketing ideas and proven strategies to help your brewery stand out, attract new customers, and build lasting brand loyalty? We’ve put together a comprehensive list to help you brew up more business.

What Is a Brewery Marketing Strategy?

A brewery marketing strategy involves promoting the brand and its beers to attract and retain customers. This includes leveraging social media to engage with craft beer enthusiasts, hosting events to create memorable experiences, and collaborating with local businesses. Additionally, a strong emphasis on storytelling—your origins, brewing process, and unique flavors—can differentiate your brand in a crowded market.

How Much Should a Craft Brewery Spend on Brewery Marketing?

The amount a brewery should spend varies by size, competition, and growth goals. Here is a general breakdown:

Resources: Consider what you can manage in-house versus outsourcing. In-house is cheaper but may limit reach without expert knowledge.

Percentage of Revenue: A common guideline is to allocate 7-8% of gross revenue to maintain your position. For aggressive growth or gaining market share, increase this to 10-20%.

Top 12 Brewery Marketing Strategies

1. Get Noticed on Social Media (And Use UGC!)

Most customers follow brands to get the inside scoop on the culture behind the beer. If you only post up-close shots of your latest canned variety, you aren’t leveraging the platform to its potential.

Show the human side. Who is the head brewer? What music is playing in the taproom? Crucially, encourage User-Generated Content (UGC). Create a branded hashtag (e.g., #MyCityBrews) and run a contest where the best customer photo of the month wins a merch bundle. This turns your loyal customers into your marketing team.

2. Partner with Local Businesses

Word of mouth is one of the most effective marketing tools around. Widen your organic reach by partnering with local restaurants and businesses.

Example: Team up with a local coffee roaster to create a limited-edition coffee stout. You sell the beer; they sell the beans. You both cross-pollinate your audiences.

If you also host events at your brewery, create a “Preferred Vendor” program. Refer local florists or caterers to your clients, and ask them to refer you in return.

3. Be Active in Your Community

Check your local paper, Chamber of Commerce calendar, or coffee shop message board for outdoor festivals, food truck parks, or charity 5Ks. Even if it’s too late to get a booth this time, keep these annual events on your radar to ensure you’ve got a keg or a cooler there next year.

Pro Tip: Note these dates in your Tripleseat event calendar so your whole team is aware of upcoming local opportunities.

4. Focus on What Makes You Unique

The secret to success in a crowded market is differentiation. Do you work with local artists on label designs? Do you use a rare hop variety for your summer ale?

Don’t forget sustainability. Eco-friendliness is a massive driver for modern consumers. If you donate spent grain to local farmers, use water-saving tech, or have a solar-powered taproom, shout about it! It differentiates you from the competition and builds loyalty.

5. Launch an Email Newsletter

We know running a brewery takes time, but a monthly newsletter creates a stable connection with your audience.

Why it matters: Email marketing consistently offers one of the highest returns on investment in the hospitality industry—some studies suggest up to $36 returned for every $1 spent.

Don’t just sell; add value. Refresh readers on your latest offerings, include info about tour options, and keep people posted on where they can buy your beers around town.

6. Host Events for Revenue & Buzz

If you host brewery tours, you can also host live events. A weekly “yappy hour” (dogs welcome!) generates buzz, but private events generate revenue. Look at your space—do you have a patio, outdoor lawn, or a corner for high-top tables? You are now an event venue.

If launching an events program feels overwhelming, Tripleseat simplifies the booking. Not only will you enhance communication, but you’ll also elevate the guest experience. Joining an online directory like EventUp is also a great way to get your brewery in front of new patrons searching for non-traditional spaces.

7. Highlight Brewery Fun

Beer should be associated with having a good time—kicking back, laughing, and being with people you enjoy. Don’t be afraid to flex some creative muscles.

Visual Idea: Instead of a generic stock photo of a beach, snap a real photo of your head brewer enjoying a cold one in a hammock or a regular customer enjoying the patio. Real faces engage better than generic models.

8. Connect with Industry Publications

Reach out to publications like Bar Business Magazine or Good Beer Hunting. Tell them who you are, what you do, and what sets you apart. The odds of a positive response increase if you have a timely hook—like a new sustainable brewing method or a community charity initiative that makes your brand newsworthy.

9. Leverage a PR Firm

If you have the marketing budget, hiring a PR firm is a near-guaranteed way to drum up additional business. A PR agency can release press releases when newsworthy developments hit, like releasing a new beer recipe or expanding your space. They can also position you as an expert source for reporters covering the craft beer scene.

10. Offer Tours & Tastings

Offering tours and tastings is a highly effective strategy to engage directly with your audience. Organize regularly scheduled tours that allow visitors to explore the facilities and understand the craft behind each beer.

Enhance this experience by including special events such as “Meet the Brewer” nights, pairing workshops with local cuisine, or brewing classes. These activities foster a deeper connection with the brand and encourage word-of-mouth promotion.

11. Invest in Quality Branded Merchandise

Merchandise is a walking billboard. But don’t just print a cheap logo tee. Invest in high-quality, soft fabrics and cool designs that people actually want to wear. A cool hat worn by a regular at a different bar is free advertising in your target market.

Beyond advertising, selling branded merchandise provides a stable source of income that complements traditional beer sales.

12. Focus on SEO and Local Search

Optimizing your brewery’s website for search engines is crucial. A strong focus on Local SEO is particularly important. Ensure your website includes region-specific keywords (e.g., “Best IPA in [City Name]”) and your business address.

Register your brewery with Google My Business to ensure you show up on maps when people search “breweries near me.” Regular updates with blog posts about local events or new beer releases will keep your site dynamic and improve your rankings.

How to Measure the Success of Your Brewery Marketing

Marketing is an investment, not an expense—but only if you track it. Don’t just rely on “feeling busy.” Use these specific metrics to see what’s actually driving revenue.

1. Digital Attribution (The “How Did You Find Us?” Test)

It’s hard to know if a customer walked in because of a Facebook ad or just walked by. Bridge the gap:

• QR Codes: Use unique QR codes on your coasters or flyers. If someone scans to see the menu, you know that flyer worked.
• The “Ask” Field: Add a simple dropdown to your Tripleseat lead form asking, “How did you hear about us?” (e.g., Instagram, Word of Mouth, Google).

2. Event Conversion Rates

For private events, “number of leads” is a vanity metric. You care about bookings.

• Lead-to-Booking Ratio: If you get 50 leads but only 2 bookings, your pricing or response time might be off.
• Average Event Value: Is your “yappy hour” marketing attracting big spenders or just people buying one cheap lager? Track the total spend per head.
• Tripleseat’s reporting tools can track these conversions automatically, showing you exactly which months are most profitable.

3. Email Engagement (Beyond Open Rates)

Open rates are nice, but Click-Through Rates (CTR) pay the bills.

• If you send a newsletter about a new stout, track how many people clicked the “Pre-Order” or “Learn More” link. High clicks mean your content is compelling; low clicks mean you need to refine your offer.

4. Customer Acquisition Cost (CAC)

If you spend $500 on Facebook ads and get 10 new customers, your CAC is $50. Is a new customer worth $50?

• Compare this to your Lifetime Value (LTV). If that customer comes back every Friday for a year, that $50 was well spent. If they never return, you need to adjust your targeting.

Take Your Brewery Marketing to the Next Level

Once you start generating awareness for your brewery, you need to manage the influx of business. Tripleseat is the leading sales and marketing event management platform for restaurants, hotels, and unique venues like craft breweries.

Ready to streamline your events? Schedule a Tripleseat demo today to supercharge your brewery events, large party reservations, and customer base.