The impact of social media on the beer industry: How breweries use digital marketing to reach consumers
Sponsored by PRO Engineering / Manufacturing Inc.
The beer industry has always been a highly competitive and constantly evolving space. In recent years, the rise of social media is having a profound impact on the way breweries market and promote their products, as well as the way consumers discover and engage with new beers.
From virtual tastings to influencer collaborations, breweries are using digital marketing to reach new audiences and connect with existing customers in new and innovative ways.
In this article, we will explore the various ways in which social media is reshaping the beer industry and how breweries are leveraging digital marketing to reach new audiences and build stronger relationships with existing customers.
Crafting a Digital Presence
Crafting a digital presence is now a crucial part of any brewery’s marketing strategy, and social media has made it easier than ever to showcase products and build a loyal following. No longer do you need a huge advertising budget to compete with the big boys – a well-curated Instagram account and a few clever hashtags can go a long way!
With the rise of social media platforms such as Instagram, Facebook, and Twitter, breweries of all sizes now have the opportunity to showcase their products and connect with customers in new and innovative ways.
The New Taproom: From Hops to Hashtags
Traditional advertising methods such as print ads and billboards are now being replaced by social media campaigns that are more targeted and cost-effective. By creating engaging content that resonates with their target audience, breweries are now able to reach more customers than ever before.
Social media has also transformed the way breweries approach their physical taprooms. In addition to creating engaging online content, many breweries are now using social media to promote virtual beer experiences.
For example, during the COVID-19 pandemic, breweries across the world turned to platforms such as Zoom to host virtual tastings, tours, and events. This not only helped to keep customers engaged during lockdowns but also provided a new revenue stream for breweries that had to close their physical locations.
Speaking of hashtags, breweries are getting increasingly creative with their marketing campaigns. From pun-filled slogans to hilarious memes, breweries are using humor and wit to capture the attention of their target audience. And let’s be real, who doesn’t love a good beer-related joke?
The Power of Influencers
Influencer marketing has become a popular way for breweries to reach new audiences and generate buzz around their products. By partnering with social media personalities who have a large following and influence, breweries can tap into a wider audience and potentially attract new customers. For example, a brewery might work with a food blogger who specializes in craft beer to promote a new product or event.
Sipping and Scrolling
The rise of social media has also changed the way consumers discover and purchase beer. With platforms such as Instagram and Untappd, consumers can now easily discover new beers and breweries that they might not have otherwise known about. Social media
has also made it easier for consumers to purchase beer online, with many breweries now offering direct-to-consumer sales through their websites or third-party delivery services.
Raising a Glass to Social Media
Social media has also enabled breweries to build a stronger sense of community and loyalty among their customers. By creating an atmosphere of brotherhood and responding to customer feedback, breweries are now able to connect with customers on a deeper level. This has led to a more loyal and dedicated customer base that is more likely to recommend a brewery to friends and family.
The Rise of Beer-Centric Social Media Platforms
In addition to traditional social media platforms such as Facebook and Twitter, there has also been a rise in beer-centric social media platforms. Untappd, for example, is a social networking platform that allows users to discover and rate beers, while also providing information on breweries and upcoming events. By creating a presence on these platforms, breweries can connect with an audience of beer enthusiasts and potentially attract new customers.
The Future of Beer Marketing
As social media continues to evolve, it is likely that the beer industry will continue to be impacted in new and exciting ways. For example, emerging technologies such as virtual reality and augmented reality could potentially be used to create unique beer experiences that connect customers with breweries in new and innovative ways.
So, as we raise a glass to the impact of social media on the beer industry, let’s celebrate the fun and innovative ways that breweries are using digital marketing to connect with beer lovers around the world. Whether you’re sipping on a classic IPA or trying out a new sour based on a digital marketing campaign, there’s no denying that social media has made the world of beer even more exciting than before!
References:
Adweek. (2020). Breweries Are Leaning Into Influencer Marketing to Attract Customers. Retrieved from https://www.adweek.com/brand-marketing/breweries-are-leaning-into-influencer- marketing-to-attract-customers/
Brewers Association. (2020). 2020 Craft Beer Industry Statistics. Retrieved from
Craft Beverage Expo. (2018). The Impact of Social Media on Craft Beer Sales. Retrieved from https://www.craftbeverageexpo.com/impact-social-media-craft-beer-sales/
Forbes. (2019). The Impact of Social Media on the Beer Industry. Retrieved from
https://www.forbes.com/sites/maryjosephs/2019/08/22/the-impact-of-social-media-on- the-beer-industry/?sh=267b9bf16e70
Hop Culture. (2021). Virtual Beer Festivals are Here to Stay. Retrieved from
https://www.hopculture.com/virtual-beer-festivals/
National Beer Wholesalers Association. (2021). Beer Industry Overview. Retrieved from
https://www.nbwa.org/industry-overview
Social Media Examiner. (2020). How to Use Instagram for Brewery Marketing. Retrieved from https://www.socialmediaexaminer.com/how-to-use-instagram-for-brewery-marketing/
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