We discuss the different ways these quirky breweries built up their local reputations, quickly becoming go-to favorites for Chicago craft drinkers.

Pipeworks, for instance, used Kickstarter to raise some $40,000 to go into business (which is a lot less than they needed, so we’re not sure where that number came from). From the get-go they intended to be a small batch brewery with a constantly changing product line.

This is why Brad could think of them as big on IPAs despite not finding a straight IPA in a can at the Binny’s. Most of their beers come out in 22 oz. bombers, and many of those are either imperial stouts or IPAs. Their cans are pales, session IPAs (which is different, admit it), or their Belgian IPA.

Always having something new on the shelf means there’s always something to interest that promiscuous drinker, though it does risk diluting their brand. Pipeworks seems to have gotten wise to this insofar as they do have a regular lineup of canned beers and focus some of their biggest beers in recurring bomber brands.

It’s notable that their big beers tend to be in the bombers, with the exception of Ninja v. Unicorn DIPA. As much as you hear people decrying the death of the 22 oz. format, it’s clear some breweries still see it as an important part of their brand.

As Ries and Trout argue in The 22 Immutable Laws of Marketing, if you can be first in a space, you can own it, and Pipeworks pretty much owns the “always something new” category in Chicago.

By comparison, Half Acre is much more focused as a brewery. You tend to see a consistent lineup of cans on the shelves, and they do fewer bombers these days, it seems.

Likely this difference owes much to having a tap room, whereas Pipeworks opened as a production facility. Half Acre could test their big beers (and small) in small batches with their neighborhood customers and send the best stuff home in growlers. They also got going as a brewery in the period when everyone was going crazy over these big new craft beers.

Visually, Half Acre is arguably less focused, since Pipeworks consistently goes for illustrated styles that evoke tattoos, graffiti, or comic books. Perhaps that’s why Brad struggled to explain his impression that Half Acre was actually the more off-beat brewery.

This episode will not be the last time we call for more pictures of people in brewery social media feeds. We like to see a clever, professional photo of your beer once in a while, but that’s not really telling a story—it’s really closer to an ad than anything.

Brad noted a recent Nielsen study that found that businesses investing in their local markets had an advantage over those with a regional and national prospect. Half Acre is distributing to Colorado, the east coast, and even to Europe, but with a second tap room recently opened up, it’s clear they understand the importance of their local customers.

Pipeworks, too, is looking to open a brewpub for the same reason.

Now, the question is, how do you leverage the web and socials for the people you want to bring into your physical location?

We suggest that better storytelling and more people are two key ways to do that. We even get into some brief ideas of ways to use your people to develop content, as well as a cautionary tale about a brewery that used their people the wrong way.

In addition, Brad explains how poorly breweri

Due to flagging sales, both Sierra Nevada and Boston Beer Co. have recently taken steps to reposition their flagship brands, Pale Ale and Samuel Adams Boston Lager.

These are obviously iconic brands, and they both played a huge role in the craft revolution—and in our own craft journeys. We certainly have no interest in seeing these beers disappear, but can they turn the tide on sales by doubling down on their flagships?

Industry and market indicators suggest that sustaining a flagship might prove difficult for this stage of craft. When Sam Adams and Sierra Nevada started up, they offered such big new flavors that they didn’t need to carry more than a few styles to keep people excited. Nowadays, of course, The Millennial drinker is distressingly promiscuous. They don’t plan to “get a beer” so much as look for somewhere they want to go and then decide what looks good. Beer, wine, spirits, or a cocktail are all pretty much the same to them.

So we’re very interested in the moves Sierra Nevada and Sam Adams are making. How do you get Pale Ale and Boston Lager back on top of consumers’ minds? Any play to tradition, history, and iconicity seems smart and necessary. It educates younger craft drinkers about the beers that inspired the brewery that just opened down the block. It invites old-timers (like, anyone who’s been into craft for more than 7 years) to make a kind of “homecoming” back to these essential beers.

Boston Lager got a visual brand makeover, which looks sharp, for sure. Sierra Nevada has focused more on digital strategy with its website and some social media campaigns. They’ve also brought in their first brand manager. They’re more visually experimental with their seasonal and one-off brands, which makes sense.

Can they make the flagship a thing again? They’re off to a good start, and we wish them the best.

After all, it’s good to be known for something. It gives consumers some sense of stability and coherence and thus confidence in you. Sierra Nevada and Sam Adams certainly have the advantage of getting into the space first. There’s already lots of recognition.

Getting consumers excited again will be the big challenge, We still love these beers and can’t imagine the craft scene without them.