In the past, breweries doubled down on innovation, tasting room expansion, and winning new points of distribution to drive sales. Then there was the era of 'eventing,' where brewers scrambled to build brand awareness at festivals, store demos, and guerilla sampling. A myopic focus on social media followed, ushering in influencers and engagement metrics. Which leads us to today and the next big thing for breweries: growth marketing.

But what is it and will it help get us out of the mess we're in right now?

What we’ve found may surprise you: the idea is not new, and it’s completely within your reach to execute. Your team just needs to take a bottom-up approach to capturing new sales:

• Steady Your Foundation

• Activate Your Markets

• Engage Your Audience

• Unlock Sales Channels

• Regionalize And Localize

• Integrate And Scale

The need for strategic, targeted sales is more important now than ever. Our goal is for brewery owners and managers to understand the components of growth marketing and where to prioritize time and resources. Presentation attendees have access to our selection of downloadable Guides, with techniques to keep fans engaged and proven tools to fuel excitement around your unique story.

We started Market Your Craft to help small-to-mid-sized producers quickly adapt to the changing Marketing landscape with storytelling. Because we believe every craft brand has an exciting story to share. Led by Scott Kolbe, we’re a team of dreamers and doers, passionate about all things beverage with the creds to match. We’ve created a series of Workshops and Guides to help define your brand story and inform your Marketing efforts. To learn more or to schedule a session with one of our storytelling experts, visit marketyourcraft.com.

Stay up to date with CBP: http://update.craftbeerprofessionals.org