On August 4th, beer lovers around the world will come together in pubs, breweries, and backyards to celebrate International Beer Day. With events in 200 cities worldwide, it’s a prime day for getting your brewery on the map.
If you haven’t planned something special, there’s still time left to take advantage of this annual event to promote your beer brand. To help you get started, here are four ways you can celebrate.
1. Preview (or pre-sell) a new brew
Have a new brew waiting in the wings? Preview it on International Beer Day! It’s a great way to tie in your brewery to a bigger event. And if August isn’t the right time, then consider launching your presale instead. That way you can piggyback off of #InternationalBeerDay buzz and get your new brew in front of more eyes on social media.
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Make sure your pre-sale launch is a smooth experience for your fans by choosing a reliable ticketing platform. Doing so allows you to ditch the lotteries and avoid a high-risk site crash. Plus, making it easy to give your fans what they want, right when they want it — including buying your new bottle wherever they spend time online, like Facebook.
2. Host an event at your brewery
Events are one of the most powerful ways to build your brand. And while a worldwide celebration like International Beer Day is a pretty obvious reason to throw your own party, don’t settle for a general beer tasting event and call it a day.
Break out of the mold by getting creative with your cuisine. The beer and brats pairing has been done to death, so why not try something unexpected? Consider bringing in a food truck — or twenty — for gastronomic variety. Or invite a big-name chef to attract foodie-beer enthusiasts.
Live music is great, but your event’s entertainment doesn’t have to stop there. For example, Lagunitas Brewing Company hosts a Beer Circus every year in various locations across the U.S. What unusual activity, like a food competition or game, could you throw into the mix?
3. Donate beer to a local event
75% of Millennials say it’s important to them that the brands they support give back to society. Donating your beer to a local fundraiser or aligning your branding with a local cause can help you attract and engage these fans — while also having a huge impact on your beer brand’s word-of-mouth promotion.
There are many options for breweries that want to partner with local causes. Fort Point Beer Company, for instance, supports local charities in several ways: donating to charity, sponsoring cleanup days, participating in fundraisers, and bringing awareness to important organizations like national parks. Reach out to charities in your area to see how you can help out.
4. Have your brewer host an educational talk
Beer drinkers love to learn what’s in their brew. After all, there are 1.2 million homebrewers in the U.S. — they’re naturally interested in your process. On International Beer Day, take advantage of this desire to learn by offering an educational talk.
In addition to having brewers educate everyone about their drinks, take it a step further for your loyal brewery fans by offering them exclusive access to speak with the brewers. Even better, give them a behind-the-scenes peek into how your beer is made.
Want strategies to differentiate your brewery all year long? Check out Beer Industry Trends: How to Differentiate Your Brewery or Beer Fest.
