How to Target the Craft Beer Industry

Rising sales and a national reach make the craft beer industry an excellent market for promotional products distributors to target.


Be A Marketing Strategist: “Craft brewers tend to be very involved in their communities through philanthropy, product donations, volunteerism and sponsorship of events.” So says the Brewers Association, an industry organization for craft brewers. As such, identify events, campaigns and other opportunities that craft breweries can get involved in to support their communities and causes that align with their ethos. Then, provide breweries with branded merchandise for these initiatives. Connecting them with brand-building opportunities will help you stand out from competitors who simply lead with product.

Focus On Microbreweries: Within the craft brewing niche, there are distinct market segments. Consisting of 2,397 businesses, microbreweries represent the largest segment. Microbreweries produce less than 15,000 barrels annually, sell 75% of their suds off-site and typically target a hyper local market. They may be easier to gain access to than larger regional craft brewers.

Wed Products To Beer Releases: Craft brewers often release limited edition and seasonal beers. Talk to prospects about releases they have planned for the year. Then suggest products – T-shirts, coasters, bottle openers -- that will be branded to each beer’s release. Swag can be given away and/or sold at bars, in-store tastings, release events, beer festivals and through the beer makers’ websites and on-site shops.


Quick Craft Beer Stats:

$22.3 Billion: Size of the craft beer market in 2015.

16%: Dollar sales growth of the craft beer market in 2015.

4,225: Total number of craft breweries.

All 50 states and Washington D.C. are home to craft breweries.

518: Number of craft breweries in California, making it the state with the most craft breweries.