The craft beer industry experienced a downturn after the pandemic started in 2020. Independent brewers saw their production decreasing by nine percent during the health crisis. They also saw their share of the overall beer market going down from 13.6 percent in 2019 to 12.3 percent in 2020.
Even as the industry is starting to recover, craft brewers have to deal with the recent surge of infections due to the emergence of new variants of the virus. Despite the uncertainty of the situation, craft brewers should implement measures to expand their market.
These measures should focus on increasing brand recognition since it is essential to increase the chances of success for the craft beer business. So, craft brewers should set aside a good amount of their budget to build up the brand to expand their business and take advantage of ongoing economic recovery.
Develop a Story Behind the Brand
Having a story behind the brand piques the interest of craft beer enthusiasts. An interesting story also allows the brewer to capture the audience’s curiosity, especially if the brewer offers a high-quality product in the market.
The craft brewer should focus on the reason why he started the business. Businesses borne out of passion elicit positive reactions from the market. This is particularly true among people who find the situation relatable but have not pursued their passions.
But one thing these craft brewers should avoid is to make up a story rather than telling the truth. They should avoid it since it will backfire on them and they will disappoint their market.
Focus on a Unique Taste
Telling the story about the business piques the interest of the market. But keeping them interested requires offering a good product. Due to this, craft brewers should offer a distinctively good product. The brewer should also maintain a high level of quality control to ensure consistency in producing the craft beer.
The brewer should also use a reliable cold chain logistics provider to ensure the temperature remains consistent as the product is transported from one place to another. Additionally, the brewer should also use high-quality ingredients when creating the product to remain fresh once the customer consumes it.
In this regard, the craft brewer should use aseptic fruit puree as the main ingredient to give the beer a distinctively fruity flavor that many customers look for. The flavor gives craft brewers an edge over their competitors that use ordinary hops and flavors for their products. The puree does not contain artificial flavors or coloring and is free of non-fruit ingredients.
Develop an Expansion Plan
At this point, the craft brewer should develop an expansion plan to allow him to stand out in the market. An expansion plan allows the craft brewer to allocate his resources and ensures he has the funding he needs to expand his market.
The plan also allows the craft brewer to target potential markets for his product, particularly people fond of drinking craft beer. It will not be practical for a craft brewer to target markets that prefer commercial beer if he is still trying to expand his business.
At this point, craft brewers should focus on their niche before entering the mass-produced beer market.
Facilitate Distribution of the Craft Beer
After finalizing the expansion plan, craft brewers should also facilitate the distribution of their products. Distributing craft beer is challenging since craft brewers should maintain the quality of the product while it is being delivered to bars and pubs in different parts of the country.
Due to this, craft brewers should choose a suitable distribution partner who will bring the product from the brewery to the market. If they do not do it right, the quality and consistency of the product will suffer. And in this situation, it will affect the brand.
Craft beer brands focus on quality, which means brewers should maintain this superior value proposition while distributing their products through different sales channels.
Have Multiple Sales Channels
Craft brewers should have multiple sales channels to allow them to reach a bigger market in the country. They should not limit themselves to bars and pubs. Instead, craft brewers should also aim to distribute their products through groceries and supermarkets.
Going online is another option since it allows them to connect with consumers who went online after the pandemic started. Craft brewers should make their products available through online delivery platforms to reach a bigger audience in the market.
The craft beer industry saw sales going down after the pandemic started. But the industry can still expand by implementing strategies that allow it to reach a wider audience in the market.