How To Write a Brewery Marketing Plan + Template & Examples

Written by Dave Lavinsky

brewery marketing plan

In this article, we will describe what should be included in each component of your marketing plan and provide some marketing strategies that can help you generate leads, build credibility, and strengthen the brand of your brewery.

What is a Marketing Plan for a Brewery?

A brewery marketing plan is a written document that outlines the specific actions you’ll take to generate leads, convert prospects into customers, and retain customers over time. This document is a crucial component of your larger brewery business plan, as it details how you’ll attract and retain customers.

Your marketing plan should be built around your unique selling proposition (USP), which is the one thing that sets you apart from other brewery businesses in your market. From there, you’ll need to develop targeted marketing campaigns, create compelling offers, and craft a promotions strategy that will reach your ideal customers.

For example, if your brewery specializes in Belgian-style ales, your marketing plan should highlight this unique selling point and cater to beer lovers who are interested in trying out different types of Belgian beers. This could include hosting events that feature tastings of various Belgian beers or partnering with local restaurants to offer food pairings with your ales.

Once you have all of the pieces in place, you’ll need to track your progress and adjust your plan accordingly. The best way to do this is to set measurable goals and track your results regularly.

Why You Need a Brewery Marketing Plan?

There are many reasons why you need a marketing plan to start your brewery. First and foremost, it will help you focus your efforts and ensure that you’re making the best use of your time and money.

With a well-crafted marketing plan in place, you’ll be able to track your progress and make necessary adjustments along the way. This will help you fine-tune your marketing efforts and eventually achieve the results you’re looking for.

In addition, a marketing plan will also give you a written record of your marketing activities. This can come in handy if you ever need to justify your marketing expenditures or report on your marketing efforts to stakeholders.

Finally, a marketing plan can help you avoid common mistakes that many brewery businesses make. By taking the time to develop a comprehensive marketing plan, you’ll be in a much better position to avoid these pitfalls and set yourself up for success.

Marketing Plan Basics

A typical marketing plan includes the following components:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Offers
  6. Marketing Materials
  7. Promotions Strategy
  8. Digital Marketing Plan
  9. Conversion, Referral, and Retention Strategy
  10. Financial Projections

How to Write a Brewery Marketing Plan

Use the following brewery marketing plan template, guide, and examples to write your own marketing plan.

Executive Summary

The first section of your brewery marketing plan should be written as the final section of your marketing plan.

In two or three pages, summarize all of the information you have presented in the other sections and include a summary version of any graphs or charts you have included.

You should also include your marketing goals, objectives, and success metrics for the first year of operations.

Target Market Segments

Begin by dividing your potential customers into segments based on their demographics, geography, lifestyle, behavior, or any other factors that are relevant to your organization’s cause. Be sure to explain how you determined these target market segments.

For example, a brewery business that specializes in gluten-free beers may target individuals who are gluten intolerant or have celiac disease. They may also target health-conscious consumers who prefer to drink organic and natural products.

Once you have identified your target market segments, you’ll need to create buyer personas for each one. A buyer persona is a fictional character that represents a specific type of customer that you’re trying to reach.

When creating buyer personas, be sure to include detailed information about their demographics, behaviors, needs, and goals. This will help you develop targeted marketing campaigns that are more likely to resonate with each segment.

Unique Selling Proposition (USP)

Your USP is the one thing that sets you apart from other brewery businesses in your market. It’s what makes you unique and it’s what will make prospective customers want to do business with you.

To develop your USP, start by brainstorming a list of all the things that make your brewery business unique. Then, narrow down this list to the one or two things that are most important to your target market segments.

Pricing and Positioning Strategy

This section should cover your pricing strategy, how you determine pricing, and what sets your prices apart from those of competitors. If there are specific circumstances that might affect your pricing strategy for certain types of customers or in certain market conditions, be sure to mention them here.

For example, a brewery business that uses locally sourced ingredients may charge a higher price for their products to reflect their commitment to quality and sustainability.

You should also include your positioning strategy in this section. Positioning is how you want your brewery business to be perceived by potential customers. For example, your positioning could be focused on being a premium, high-quality brewery or a budget-friendly option for casual beer drinkers.

To develop your positioning strategy, start by thinking about the things that are most important to your target market segments. What needs do they have that you can address? What are their pain points? How can you position your business as the best choice to meet their needs?


Describe your company’s products and services in this section. Include any special offers, seasonal promotions, or plans to expand into new goods or services in the future. You will also want to include information about prices, discounts for bulk purchases, payment options, how frequently you offer sales, etc.

For example, brewery businesses might offer a seasonal beer for the summer, host happy hours with discounted prices on certain days, or allow customers to purchase a subscription box of limited edition beers.

Marketing Materials

In this section, you’ll want to include information about the marketing materials you use to promote your business. This might include your website, brochures, business cards, email newsletters, and social media accounts.

You should also include information about how often you update your marketing materials and what kinds of content you include in them. For example, brewery businesses might include information about their latest brews, upcoming events, and special promotions in their marketing materials.

Promotions Strategy

Your promotions strategy should detail how you plan to generate interest in your products and services. This might include trade shows, webinars, speaking engagements, press releases, or social media campaigns.

You should also include information about how often you run promotions and what kind of marketing budget you have for them. For example, a brewery business might sponsor a local beer festival, collaborate with influencers to promote their products on social media, or offer discounts during major holidays.

Digital Marketing Plan

In this section, you’ll want to detail your plans for reaching potential customers online. For a comprehensive digital marketing strategy, you should include search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, and email marketing.

You should also include information about how often you’ll update your website, blog, and social media accounts. For example, a brewery might commit to posting two blog articles per week and updating its social media accounts daily.

Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should detail how you plan to turn potential customers into paying customers and keep them coming back for more.

This might include: offering incentives for referrals, creating a loyalty program, or providing excellent customer service. For example, a brewery might offer discounts to customers who bring in new customers or host special events for their loyal patrons.

Finally, it might include a loyalty program or other perks to thank your most loyal customers and keep them coming back.

Financial Projections

In this section, you should include your plans for generating revenue and growing your brewery business. This might include information about your target customers, pricing strategy, distribution strategy, and promotions strategy. They should also include your brewery startup costs.

You should also include financial statements for your brewery business such as your income statement, balance sheet, and cash flow statement.

Common Marketing Strategies for a Brewery Business

Although every brewery business will need to develop a marketing plan that meets its own unique needs, here are some common strategies you may choose to implement.

  • Partnerships and Collaborations: Partnering with other businesses or organizations can help you reach new audiences and expand your customer base. For example, you might collaborate with a local restaurant to offer a beer pairing menu or work with a local charity to host a fundraising event.
  • Events and Tastings: Hosting events and tastings at your brewery can help attract new customers and foster loyalty among existing ones. You might consider hosting regular brewery tours, beer festivals, or special themed events.
  • Social Media Marketing: Social media is an essential tool for promoting your brewery business. Use platforms like Instagram, Facebook, and Twitter to showcase your products, engage with customers, and spread the word about upcoming events or promotions.
  • Email Marketing: Email marketing is a cost-effective way to communicate directly with your customers. Use email newsletters to share updates about new products, upcoming events, or special offers.
  • Brewery Tours: Offering brewery tours is not only a great way to educate customers about your brewing process, but it can also be a valuable revenue stream. Consider offering different tour packages and add-ons, such as beer tastings or food pairings.
  • Online Ordering and Delivery: With the rise of online ordering and delivery services, offering these options for your brewery products can help you reach a wider audience. This is especially important during times when in-person sales may be limited, such as during a pandemic.
  • Influencer Partnerships: Partnering with influencers, both locally and nationally, can help promote your brewery business to their followers. Consider reaching out to popular beer bloggers or Instagrammers to collaborate on promotions or events.

The marketing strategy that you choose will strictly depend on the ideal customer and where you are most likely to reach them.

Sample Marketing Plan for a Brewery Business

Example – Hoppy Haven Brewery

Executive Summary

Hoppy Haven Brewery is a craft beer brewery that offers unique and locally-sourced flavors in a warm and inviting taproom. Our mission is to provide an exceptional customer experience while supporting the local community. We have developed a strong marketing plan that focuses on our unique selling proposition, pricing and positioning strategy, distribution channels, promotions, digital marketing strategies, and financial projections.

Our measurable marketing objectives will guide our efforts in achieving success and growth in the competitive brewery market. We are excited to bring our customers a hoppy haven of delicious beers, good company, and unforgettable experiences.

Target Market Segments

  • Beer enthusiasts and craft beer lovers.
  • Locals and tourists looking for a unique brewery experience.
  • Adults of legal drinking age who enjoy trying new flavors and styles of beer.

Beer enthusiasts and craft beer lovers:

  • Age: 25-45.
  • Gender: Male and female.
  • Income: Middle to high income levels.
  • Education: Some college or higher education.

Locals and tourists looking for a unique brewery experience:

  • Age: 21+
  • Gender: Male and female

Beer enthusiasts and craft beer lovers:

  • Passionate about trying new and unique flavors of beer
  • Enjoy learning about the brewing process and ingredients used
  • Willing to spend more for high-quality, locally sourced products

Locals and tourists looking for a unique brewery experience:

  • Value experiences over material possessions
  • Interested in supporting local businesses
  • Open to trying new things and stepping out of their comfort zone

Adults of legal drinking age who enjoy trying new flavors and styles of beer:

  • Enjoy socializing with friends and trying new products
  • Value quality over quantity when it comes to alcohol consumption

Unique Selling Proposition (USP)

Hoppy Haven Brewery offers a refreshing and unique experience for beer enthusiasts through our use of local, high-quality ingredients and diverse range of flavors. Our warm and inviting taproom creates a welcoming atmosphere for customers to enjoy our handcrafted beers. We are committed to supporting the local community and providing an exceptional customer experience that sets us apart from other breweries in the area.

Pricing and Positioning Strategy

Our pricing strategy is to offer premium craft beers at competitive prices in line with other local breweries. We aim to position ourselves as a top choice for those seeking a high-quality, unique, and locally-sourced beer experience. Our focus on creating a welcoming atmosphere and dedication to supporting the community will also differentiate us from competitors.

Distribution Strategy

Hoppy Haven Brewery will distribute our beers through our taproom, online ordering and delivery services, as well as partnering with local restaurants and bars. We will also offer brewery tours and tastings to attract customers to our location. By utilizing multiple distribution channels, we can reach a wider audience and increase sales.


Hoppy Haven Brewery will offer a variety of promotions and packages, such as happy hour discounts, seasonal beer releases, and tour packages. We will also collaborate with local businesses to offer special deals for their customers. These offers will help attract new customers and increase sales.

Marketing Materials

  • Business cards.
  • Flyers and brochures.
  • Social media graphics and posts.
  • Event banners and posters.
  • Brewery merchandise (t-shirts, hats, etc.).
  • Brewery tour materials (maps, descriptions).
  • Email newsletters.
  • Beer labels and packaging design.
  • Collaborative promotional materials with partners or influencers.

Promotions Strategy

Hoppy Haven Brewery will utilize a mix of online and offline promotions to reach our target market. This includes social media advertising, influencer partnerships, email marketing, and local events such as beer festivals. By targeting both locals and tourists through various platforms, we can increase brand awareness and attract more customers to our taproom.

Digital Marketing Plan

Our digital marketing plan will focus on creating a strong online presence through social media platforms such as Instagram, Facebook, and Twitter. We will also utilize email marketing to keep our customers updated on new beer releases, promotions, and events. Through collaborations with influencers, we can reach a wider audience and attract new customers who may not have heard of Hoppy Haven Brewery before.

Conversion, Referral, and Retention Strategy

Hoppy Haven Brewery will implement various strategies to convert potential customers into loyal patrons, encourage referrals, and ensure customer retention. This includes offering a loyalty program, providing exceptional customer service, and continuously engaging with our customers through social media and email marketing. We will also offer special events and promotions exclusively for our loyal customers as a way to show appreciation for their support.

Financial Projections

Hoppy Haven Brewery’s financial projections for Q1 are as follows:

  • Sales revenue: $50,000
  • Cost of goods sold: $20,000
  • Gross profit margin: 60%

Based on current market trends and our marketing strategies, we anticipate steady growth in sales and profitability over the next year. Our goal is to become a leading craft beer brewery in the area and establish a strong presence in the local community.

Marketing Objectives:
  • Increase brand awareness by 20% within the first quarter.
  • Attract 100 new customers to our taproom through promotions and events within the first month.
  • Collaborate with at least 3 local businesses for cross-promotional opportunities within the first 6 months.
  • Maintain a customer retention rate of at least 70% over the course of one year.
  • Increase social media following by 30% within the first 3 months.
  • Achieve a gross profit margin of 65% by the end of the first year.

Free Brewery Business Plan Example PDF

Download our brewery business plan pdf here. This is a free brewery business plan example to help you get started on your own brewery plan.

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