The Beer Is Flowing!
So you’ve been around the block and have this brewery thing pretty much figured out. You’re finally getting the hang of the whole staff thing, you have a fiercely loyal following, your techniques have been refined, your beer just gets better and better, and you are in the black! BUT…it’s time to take it to the next level, and you feel a bit stuck. Sound familiar? I have some great news: You aren’t alone. We know just how to help.
Our “Beer Is Flowing” Marketing Package sounds like a perfect fit. Click the line items below to get the nitty gritty.
“Beer Is Flowing” Marketing Package:
TIMELINE: 12-16 weeks
PRICE: $20,450 $17,350
BRAND AUDIT
You already have a brand in place, and you are probably pretty attached to it. Don’t worry, we aren’t going to come between you. What we will do is analyze how well your brand is doing its job, and see if there are any areas we can reinforce it. If you don’t already have a Brand Standards Guide in place, we will create one. This document can be used internally, as well as sent to outside vendors for producing materials that maintain the integrity of your brand.
PACKAGING*
Your brand should be emblazoned on anything your customers or vendors carry out of the taproom. Crowlers, growlers, kegs…these all play a part in telling your story and staying front of mind.
If you on your way down the rabbit hole of distribution, you know just how important your packaging is. Let’s make sure when your products hit the shelves they grab the attention of your target audience and are easily identified as one of your brews.
MARKETING MATERIALS*
Your loyal fans are dying to go from “customer” to “brand ambassador” and who are we to get in their way? We’ll make sure you have a killer line of apparel designed and produced in a way that reinforces your brand and is so dang cool, they’ll have to have one of each!
What about coasters, stickers, flyers, and the like? Some call it “printing trash,” but these items can have a useful part in your marketing when done right. We’ll help you decide if they are right for you.
Let’s take this brand on the road! Your market is expanding beyond your taproom at this point. When you hit festivals and events, do you have a branded tent or banner? What about your delivery truck? Let’s wrap that bad boy and capture eyes all over town!
DYNAMIC BREWERY WEBSITE
You have a website, but are you getting the most out of this powerful tool? More than just a static billboard, your website is a dynamic powerhouse that can be your first interaction with potential customers, or the channel used to maintain a relationship with loyal fans.
Let’s give the people what they want: taproom hours, easy to find contact info and directions, answers to commonly asked questions (can I get a “do you guys have food??”), and while we’re at it, why don’t we link dynamically to your Untappd menu and descriptions so you only have to update things in ONE place, and it automagically updates everywhere else. When you do all of this effectively, you reduce friction and boost confidence in your audience, and as an added bonus, your staff spends less time on the phone or social media answering the same questions over and over again. Win win!
We will build or update a dynamic powerhouse of a website that is SEO ready, secure, optimized for speed, gorgeous and fully functional on any screen size (flip phones not included).
DIGITAL MARKETING
Glamour shots of bubbly beverages never get old on Insta, and followers will continue to check their feeds to see what food truck you have this week, but what if we took your Social Media Marketing a little more heavily into the “marketing” bit? Facebook Ad Campaigns, Google Adwords and Maps Ad Management can boost traffic to your site, increase engagement on your social networks, and skyrocket brand recognition and loyalty, which in turn puts butts on barstools.
You may have heard “the money’s in the list,” and in our digital obsessed society, nothing could be more true. Email mailing lists and text message updates are a direct channel to customers who have expressed enough interest to hand over their precious contact details. We will generate content that is topical and relevant to your target audience multiple times each month.
Video Shoot
In today’s YouTube society, Video is King. This provides us with incredible opportunities to evoke emotion and appeal to the needs of your audiences in a real and authentic way.
Our “Social Media Plus” video package includes three 30 second videos formatted for social media, plus a video header for your Facebook business page.
Brand Audit / Refresh
You already have a brand in place, and you are probably pretty attached to it. Don’t worry, we aren’t going to come between you. What we will do is analyze how well your brand is doing its job, and see if there are any areas we can reinforce it. If you don’t already have a Brand Standards Guide in place, we will create one. This document can be used internally, as well as sent to outside vendors for producing materials that maintain the integrity of your brand.
Packaging*
Your brand should be emblazoned on anything your customers or vendors carry out of the taproom. Crowlers, growlers, kegs…these all play a part in telling your story and staying front of mind.
If you on your way down the rabbit hole of distribution, you know just how important your packaging is. Let’s make sure when your products hit the shelves they grab the attention of your target audience and are easily identified as one of your brews.
Marketing Materials*
Your loyal fans are dying to go from “customer” to “brand ambassador” and who are we to get in their way? We’ll make sure you have a killer line of apparel designed and produced in a way that reinforces your brand and is so dang cool, they’ll have to have one of each!
What about coasters, stickers, flyers, and the like? Some call it “printing trash,” but these items can have a useful part in your marketing when done right. We’ll help you decide if they are right for you.
Let’s take this brand on the road! Your market is expanding beyond your taproom at this point. When you hit festivals and events, do you have a branded tent or banner? What about your delivery truck? Let’s wrap that bad boy and capture eyes all over town!
Dynamic Brewery Website
You have a website, but are you getting the most out of this powerful tool? More than just a static billboard, your website is a dynamic powerhouse that can be your first interaction with potential customers, or the channel used to maintain a relationship with loyal fans.
Let’s give the people what they want: taproom hours, easy to find contact info and directions, answers to commonly asked questions (can I get a “do you guys have food??”), and while we’re at it, why don’t we link dynamically to your Untappd menu and descriptions so you only have to update things in ONE place, and it automagically updates everywhere else. When you do all of this effectively, you reduce friction and boost confidence in your audience, and as an added bonus, your staff spends less time on the phone or social media answering the same questions over and over again. Win win!
We will build or update a dynamic powerhouse of a website that is SEO ready, secure, optimized for speed, gorgeous and fully functional on any screen size (flip phones not included).
Digital Marketing
Glamour shots of bubbly beverages never get old on Insta, and followers will continue to check their feeds to see what food truck you have this week, but what if we took your Social Media Marketing a little more heavily into the “marketing” bit? Facebook Ad Campaigns, Google Adwords and Maps Ad Management can boost traffic to your site, increase engagement on your social networks, and skyrocket brand recognition and loyalty, which in turn puts butts on barstools.
You may have heard “the money’s in the list,” and in our digital obsessed society, nothing could be more true. Email mailing lists and text message updates are a direct channel to customers who have expressed enough interest to hand over their precious contact details. We will generate content that is topical and relevant to your target audience multiple times each month.
* Printing or manufacturing costs are not included in this package, but we will work with our network of trusted vendors to get you the most bang for your buck!
Let's Do This.
Shoot us your details to set up a free 20 minute strategic planning call. We'd like to learn more about your brewery and see how we can help you stand out from the crowd.
Built to influence.
Designed
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Not quite right for your brewery?
Try one of these on for size:
Brewing a Business
Perfect for new or small breweries. Establish your brand and get it out there for the world to see on social media, a custom website, and promotional materials.
MARKETING FLIGHT
We get it. One-Size-Fits-All can sometimes be a little snug. No worries. Check out all of our available modules and build your own custom tailored plan that fits your business needs perfectly.
Save 10% with a package of 4 or more modules!
FAQs
If you don't see an answer to your question, send a message with the chat bubble in the bottom right corner, or schedule a free consultation below!
Can I make a custom Package?
You sure can! Not every beer is the same (thank goodness!), and the same goes for breweries. The packages listed above fit the needs of many, but not all. We have a list of modules that you can mix and match to come up with the perfect solution for your business.
As a reminder, choosing one of the packages above qualifies you for a 15% discount off the mix & match rate, but you can still save 10% if you choose at least 4 modules.
Check out our offerings and pricing on PAGE XX.
Do you guarantee first page on google?
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What is Search Engine Marketing?
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Can you train my team to make updates to our website?
We sure can! In fact, we'll do one better and teach your FUTURE team. ? We will send you a series of training videos which will show you how to perform tasks on your specific website with your specific settings and needs. Way better than a one-time training, these can be watched as many times as necessary, and by as many people as necessary, saving you time training new staff and also saving you from the unnecessary cost of additional live training sessions or tech support calls.
Do you offer website hosting?
We don't host websites ourselves, but we are of course here to help. We use and recommend Siteground for website hosting and would be happy to get everything configured and running smoothly for you.
Question Six
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Schedule A Free Consultation
Let’s discuss your specific needs and see if Sweet Tea is the right fit for your growing brewery.
14 + 10 =
Instagram Training Series: #Hashtags!
First things first, what the heck are these hashtags the kids are all talking about?? If you’ve been living under a rock for the past decade, you might recognize this schizophrenic character as a “number sign,” a “pound sign,” or if you are in the UK, you might call it a “hash.” Since 2007 you can also add “hashtag” to its list of identities. Resist all you want, the hashtag is here to stay.
Hashtags are basically a link you create on the fly. It is a way to categorize content. One of the easiest ways to understand how hashtags work is to use the example of a party or a wedding. Everyone at the wedding reception puts the same wedding hashtag (#bobandjane4ever or something like that) on their photo and when someone clicks it, they will be able to see all the photos that were posted and hashtagged from that event. (Important Note: If your account is private, only your followers will be able to see your posts, no matter what hashtags you use.)
Did you know?
A hashtag can be made up of letters, numbers, AND emoji!
(But no spaces or dashes.)
Instagram hashtags categorize content. Click on a hashtag and you’ll be able to browse posts that have been tagged with it. This helps Instagram users discover content they are interested in, and accounts to follow. The right hashtag (or combination of hashtags) will expose your brand to large and targeted audiences. By making yourself more discoverable on Instagram, you have a better chance of attracting new followers, getting more likes, and increasing engagement. Users can even follow hashtags just like they follow a friend’s account. This gives you a huge opportunity to show up in the feeds of prospective clients who are definitely interested in your product!
Throughout this article, I’ll use our buddies at Commoners Brewing Company as guinea pigs. Whether you are a brewery or not, these tips apply to just about any business trying to increase followers, likes, and engagement using hashtags. And if you are in the Charlotte area, I highly recommend you pop up to Concord, NC for a little “market research” at Commoners! 
Branded Hashtags
A branded hashtag is one that is specific to YOU. This could be your company name (#commonersbrewing), your slogan (“#becomepartofthestory“), or a campaign/contest (“#commonerssunsets“).
When To # And When To @
So, what’s the difference between using @commonersbrewing and #commonersbrewing?
Click and see! Using your “@” tag shows all of your posts. Note that this shows only what YOU have posted. On the other hand, clicking on your branded hashtag shows your posts AND any post hashtagged by your fans. The advantage of this “social proof” is huge. You can tell people how awesome you are all day long…but if their friends (or even strangers!) say great things about you, it carries a lot more weight.
Sweet Tea Tip
Encourage your clients, friends, and fans to use your HASHTAG instead of the @ tag when posting about your business. That way when their friends click on it, they will see all public posts with that hashtag, not just YOUR posts.
Don’t Reinvent The Wheel
Charlotte, NC is overflowing with amazing breweries like Commoners, and many of them are crushing it at the social game. Make a list of 4 or 5 of your favorites and watch what they do. Here’s a few of our faves:
@nodabrewing
@hiwirebrewing
@residentculture
@burialbeer
@freerangebrew
If you hit those links on a computer, you can hover over the posts and see how many likes, views, comments, etc they got. See one with a high number…ask WHY?
- Is it the photo? (Do beer fans like behind the brewing shots, food shots, venue shots, people, or do they like to see The Beer?)
- Is it the format? (Notice engagement on videos or galleries vs static posts.)
- Could it be the caption? (Are they funny, educational, informative, edgy?)
Lather, Rinse, Repeat!
When it comes to not reinventing the wheel, remember that YOU are awesome, too! If you’ve been at this for a while now, hit up your own profile and see what has been working, and what fizzled.
Switch Seats
Sweet Tea Tip
Pretend you are the customer.
Here’s a little role playing example: For a moment, imagine that you are a 30-something professional who loves IPAs and lives in the Charlotte area. What would you click on? Just go play on Instagram a little and see where you end up. Take note of the hashtags you click on, what photos or graphics were used, what captions, etc. Did you find a new place you’d like to check out or a beer you’d like to try? Then their hashtags worked! Let’s imitate their methods!
How Many Is Too Many?
You are allowed up to 30 hashtags per post, and up to 10 on a Story. But…just because you CAN doesn’t mean you SHOULD. There are many varying opinions on this subject, but a general consensus seems to be using somewhere around 10-12 has the best result, without seeming too “spammy.”
Broad vs. Narrow
Notice the difference between #beer and #firstkissblondeale.
#beer has almost 50 million posts. Wow! You can be a part of that huge pack! Lots and lots of people will click on or search for that hashtag all over the place. But…will they find your brewery? It can be easy to get lost in a crowd that big.
If you go narrow with the name of a specific beer (or product) that only you serve (#firstkissblondeale, for example), it will have a LOT fewer posts and a lot less traffic, but the beer geeks who do click on it are much more qualified leads for your business – but will it be enough reach?
You will have to find the “sweet spot” between popular and targeted. This isn’t easy, and you won’t always get it right, but the more aware of it you are, the better you’ll become at generating those sweet perfect hashtags.
Get Local
If your business is a brick and mortar shop that customers visit (hello, breweries!) or that services a specific area, you want to consider utilizing some “geo” hashtags. To continue guinea pigging our buds at Commoners, there are some great options. As with many cities in the US right now, craft beer is booming, but for the vast majority it is truly a local business. So how do you rise to the top of #craftbeer and get the attention of beer drinkers in your town?
Again, don’t recreate the wheel. Check what your competitors or local heroes are using. In the case of Commoners, #ncbeer narrows things down from international or national to the state level. They also utilize #concordbeer or #cltbeer to bring it even more local.
You can likely find a number of Instagram accounts dedicated to events and happenings in your town. In Charlotte, #charlottesgotalot, #cltagenda, or #eatdrinkclt are go-to resources for finding something to do (or drink!) any day of the week.
Sweet Tea Tip
To find local resources, try typing a hashtag and the name or abbreviation of your city into the Instagram search box and see what suggestions pop up. Then click on a few posts and see what additional local hashtags they are using.
Logistics
Don’t make work for yourself. Invest a little time up front to establish your core hashtags (maybe 6 or so?) that you will use on most posts. Put them in the notes app on your phone. Maybe even make a couple different lists…One for a beer release, one for the Friday music announcement, one for background pics of the brewing process. You get the idea. Then you can just copy/paste them right into your post. Leave a little room to add one or two specific hashtags on each post, as well.
That being said…don’t be lazy either.
Every couple posts, take a few minutes to click on your own hashtags. What do you find? If the results look similar to your own, you are in the zone! If you see a bunch of half naked Russian models lounging on the hoods of sports cars….you might want to rethink that one (Ask me how I know!!). Maybe it isn’t even as spammy as that, but do you think someone who clicks on #wedofunstuff is looking for beer in Charlotte, NC? Maybe. But, maybe not.
Like #wedofunstuff, sometimes a hashtag can be used as a witty or funny commentary on your post. As long as there isn’t anything damaging to your image (see previously mentioned Russian models), then it’s no big deal. But if #wedofunstuff is buried in a list of a dozen or more hashtags, will anyone get the joke? That space might be better used with a more appropriate hashtag or even just one less hashtag in the list.
You Got This!
Social Media Marketing is more of an art than an exact science. It can be frustrating at times, but just remember, there is another post just around the corner. Stay alert to what’s happening on your own feed, trends you notice, or what accounts you get sucked into.
Keep up the great work!
If you have any questions or suggestions for future social media tips — hit us up in the comments below.
The Instagram Six
How bout a FREE audit of your Instagram account? Pop your IG handle (the one with the @ before it) in the form below and we will email you the top 3 things you are doing right, as well as 3 free tips for how you can boost your follows, likes, and engagement. No strings attached!
10 + 1 =
We will never sell your contact info or spam you. Pinky promise! Check out our Privacy Policy for the details on how we handle personal information.


(But no spaces or dashes.)