Even Great Beer Doesn’t Market Itself

Welcome to BriteMarketing.Beer – where we believe great beer deserves great marketing.  What is great marketing?  Marketing is essentially telling your story in a way others connect with your story, and eventually make you a part of their own story.  For craft beer, great marketing connects the artisans behind great beer with drinkers who embrace their artistry at a deeply emotional level.  Great craft beer marketing is about stories that build community.

Lost in today’s deluge of media and technology is old-school attention to story.  Great stories have the power to connect people to something as modern as an electric car, as ancient as a cold brew, and even to each other.

After over two decades in the beer business, working with brewers both large and very small, I’ve seen a lot of great craft beer marketing.  Some brewers are just naturals!  Some have instinctively created communities of loyalists who now nearly do market their beer for them.

But many craft brewers have yet to bring the level of artistry and strategy they bring to their beer to their marketing.  And that’s the reason for BriteMarketing.Beer.  We are here for small brewers who may not have any marketing sophistication to start crafting their stories.  For larger breweries with a growing marketing presence, but perhaps lacking the bandwidth to devote to strategy and planning, BriteMarketing.Beer will be a resource to bring both artistry and strategy to craft beer marketing.

We will focus on simple principles that make sense in the craft beer world, using real life examples to bring these principles to life.  We’ll hear from smart folks at craft breweries creating excellent marketing.  Hopefully, we’ll find gold as we explore ways to engage craft beer seekers and enthusiasts alike, and help you connect them to your unique story.

Not so long ago, when there were fewer than 1,000 brewers in the US, the sky seemed the limit. Just getting decent beers to tap and shelf, with a little bit of promotion, was enough.

Those days have past.  And they won’t be coming back! Breweries who thrive in the new order of beer will need to be as savvy with their marketing as they are with their brewing.  Our goal is to help craft brewers achieve long-term sustainability.  And along the way, help them craft their legend!

Look for more updates every week.  And please invite others to join in the conversation.


John Mann (@beermktguy)

John (13)

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