How Breweries Have Made ​Adjustments Online to Connect, Sell

It’s been a fast change as to where sales come from for each brewery has drastically altered over the past 8-10 weeks for many in the country.

Switching Point-of-Sale operations to online was quickly made to both help in beer sales along with merchandise with promotions touting ways to help businesses stay afloat and employees paid.

The way sales have changed has been drastic as well. For a brewery like Lost Abbey, Adam Martinez said that the brewery’s portfolio of barrel-aged beers was the primary focus for shipping. Now, the San Diego brewery is seeing cans of its IPAs leave in boxes as well.

“Most people were looking to fill their fridge up for a “daily beer” versus buying a celebratory beer to drink,” he said.

With a new emphasis on shipping all of its beers throughout California, it also increased Martinez’s effort to bump up spending on social media posts to hit those consumers who may be out of delivery range, but still like the brewery’s beer.

Before the pandemic, Combustion Brewing — located near Columbus, Ohio — operated an online merchandise store via its website, yet did not have an Online Ordering system that operated as a POS for to-go beer products.

“We started building this a few days before the stay-at-home order was announced so we were ready to hit the ground running with it Day 1,” said founder Keith Jackson. “The system allows for orders to be placed up to one day ahead with a time specified for when you would like to pick up.

“If we get the order ready quicker than expected, we are able to send a text to the customer alerting them their order is ready when they are for pick up. So far, with some minor glitches here and there, it has worked very well for us.”

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