Branding for Breweries - Strategies to Grow Brewery Brands and Sales

Getting your beer into supermarkets sounds like the dream, but for most breweries, it’s where the nightmare begins.

In this episode, Tim Weaver, The Brand Weaver, chats with Ben Penrose, founder of Striqe and co-author of We Are Beer’s ‘Future of Craft Beer’ report. Together they unpack what grocery buyers really want, why most breweries get it wrong, and how to turn your next pitch into a real opportunity.

Ben shares insider insights from 20+ years working with retailers, including:

• Why craft beer sales have gone static (and what that really means)

• The traits of “commercially capable” breweries buyers actually trust

• How to prepare for buyer meetings like a pro

• The common pitfalls that kill supermarket deals before they start

• What small breweries can learn from big brands like BrewDog

If your goal is to grow beyond taprooms and bottle shops, this episode is essential listening.

🎧 Listen now and discover what it really takes to get your beer on the shelf.

Want your brewery featured on TV or in national press, not just beer blogs? 📺📰

In this episode, I’m joined by PR powerhouse Sarah Warman (ex-BrewDog, now global drinks consultant) to break down how breweries can win mainstream media attention and use it to grow their brand.

You’ll discover:
– How to create PR ideas that catch attention– The right way to build relationships with journalists– How to handle negative press without panicking– Ways to make the most of every media opportunity– Lessons from BrewDog, Sunday Brunch, and beyond

👉 If you want your brewery noticed outside the beer bubble, this episode is your playbook for breaking into the mainstream.

🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

Most breweries focus only on drinkers. But the real decision-makers? They’re often the gatekeepers who decide if your beer ever reaches a glass. 🍺🔑

In this bonus live episode, recorded for the On a Plate Growth community, I share why breweries must look beyond consumers and start tailoring their branding, messaging, and strategy to the people who control access to their market.

You’ll learn:
– Why drinkers aren’t always your most important audience– How to identify the gatekeepers that shape your sales– The Pick a lane Principle: 1 goal, 1 audience, total focus– Practical ways to pitch and position to the right people– Real brewery examples that grew by targeting gatekeepers

👉 If you want to sell more beer and sharpen your focus, this episode will show you how to think beyond the drinker.

🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

Think PR is just for big breweries? Think again. 📢🍺

PR is one of the most powerful tools indie breweries can use to build awareness, trust, and sales—without huge budgets.

In this episode, I’m joined by global PR consultant AilsaCargill, who has worked with drinks brands worldwide, to break down what PR really means, why breweries need it, and how to start building visibility that lasts.

You’ll learn:
– The difference between press relations and public relations– How to map your PR stories across the year– Why great photography is non-negotiable– How PR, marketing, and sales work together to drive growth

👉 If you’ve ever thought PR was too complicated, too expensive, or “not for you,” this episode will change your mind.

🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music, and start building PR that makes your brewery remembered, not just seen.

Sampling isn’t just a giveaway, it’s a growth lever. 🍻

In this episode, I sit down with Richard Lloyd Williams from Flavou Sampling to share a proven playbook for breweries that want to turn tasters into paying customers.

We cover:
– Live, in-home, and digital sampling explained– How to target key moments (like train-to-festival or trim-to-pub)– Messaging that works in venues to drive trial– Why barbershops and salons deliver surprising results– A simple measurement stack: QR survey + cash prize = clean data– Proof it pays: 30% claimed purchase and 2.7:1 ROI– How to start this week with just one case, one partner, and one goal

👉 If you want to boost trial, track results, and sell more beer, this episode gives you everything you need to start sampling smarter.

🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music—and let me know what you’ll test first.

What happens when a brewery goes all-in on lager? 🍺

In this episode, Gavin Litton joins me to unpack how Pillars Brewery became a lager specialist with serious commercial bite. From brand clarity to taproom growth, discover the bold moves that helped them stand out and sell more pints.

We cover:
– Why “drinkability” can be a winning brand strategy– The simple hiring rule that levels up your team– Why orange branding works in beer– How premium small pack fuels draft sales– Practical tactics you can use this week to boost focus, cash flow, and accounts

👉 If you’re looking to sharpen your brewery’s strategy and drive pint sales, this episode is packed with lessons you can put into action today.

🎧 Search Branding for Breweries for more episodes and follow for fresh ideas every week.

Think making great beer is enough to grow your brewery? Think again.

In this episode of Branding for Breweries, Tim Weaver chats with James from Brand Hackers about how breweries can stand out, attract loyal customers, and sell more beer in a crowded market.

You’ll discover:
– How to find what truly makes your brewery different
– Why knowing your customer is your strongest marketing tool
– Proven tactics breweries can steal from other industries
– Low-budget wins that deliver big results
– Strategies to scale nationally without losing your edge

Packed with practical advice and real-world examples, this is a must-listen for brewery owners ready to grow beyond “good beer.”

🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

What happens when you send your beer to 80 content creators? 🍺📲

Brew 61 took the plunge, nearly 1,000 bottles shipped to influencers across the UK. The aim? Boost brand awareness and win over new drinkers. The results? Big spikes in views, a bump in sales, and valuable lessons for breweries thinking about doing the same.

In this episode, Tim from Brew 61 joins Tim the Brand Weaver to share:
– Why influencers can beat paid ads
– How to choose the right creators for your brand
– The logistics and costs you must factor in
– Why a strong call to action is essential
– Turning awareness into actual sales

If you’ve ever considered influencer marketing for your brewery, this is your behind-the-scenes guide to making it work.

🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

Want to grow your brewery beyond borders—without blowing your budget? 🌍🍻

In this episode, I chat with Simon Williams from Let’s Market, who helped Slovenian brewery Green Gold successfully launch in the UK. We break down how UK breweries can export into Europe and build global awareness without the usual headaches.

You’ll discover:
– How to plan and launch in new markets– What logistics nightmares to avoid– Why UK beer is in high demand abroad– How to use influencers, collabs, and events to build buzz– The financial and cultural pitfalls to watch out for

👉 Learn the exact steps to expand internationally—with less stress, more success, and smart strategy.

🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

How do you build a cult beer brand by doing everything differently? Just ask Mash Gang. 😈🍻

In this episode, I chat with Jordan Childs, founder of the rule-breaking, alcohol-free brand that turned chaos into community and built a following by being proudly weird, bold, and unapologetically itself.

We cover:
– How Mash Gang went from pandemic side project to cult sensation
– Why niching hard builds real loyalty
– How internal values drive standout creative decisions
– Why being weird isn’t risky, it’s smart strategy
– What big brands can learn from small, scrappy ones

👉 If you’re a brewery founder, brand builder, or just ready to think beyond the drinker—this episode’s your blueprint for breaking the mould.