No matter how wide or deep you go in a territory, your brewery will always have the ability to find new consumers through a variety of inventive marketing campaigns or utilizing key branding strategies.
While quality beer remains the cornerstone of success, the way a brewery presents itself can make a significant difference in attracting new customers and fostering brand loyalty.
While they haven’t undergone a major rebrand, Ivanhoe Park Brewing made subtle updates when opening its Ivanhoe Park Lager House.
“We kept our signature fonts and design elements to maintain the brand recognition we’ve built over the past six years,” said founder Glenn Closson. “However, we introduced new colors and adjusted our branding language, replacing ‘Brewing Co.’ with ‘Lager House’ to reflect the evolution of our new space while staying true to our identity and community.”
While Pedal Haus has stayed true to its core identity, they have made some big branding moves in the past year to support its growth.
In 2024, the Phoenix-area brewery started canning a few of its core beers for the first time.
“(It) meant stepping into a highly competitive and often visually overwhelming craft beer retail space,” said John Warren, the head of brand development and marketing. “To stand out, we wanted a premium, modern look that still felt true to our brand — clean, recognizable, and timeless.”
But a new look isn’t the only way to draw in new eyes.
Beyond Social Media
Social media remains a powerful tool to engage with your audience, but it’s not just about posting beer photos — it’s about creating a brand identity that resonates with consumers.
Warren shared with Brewer that their refined social media strategy has helped balance credibility with approachability.
“With more eyes on Pedal Haus than ever, we wanted to maintain our status as a top-tier craft brewery while becoming more accessible to a broader audience across the state,” Warren said.
In New Jersey, Czig Meister Brewing has worked with the different businesses in its community to expand its reach through local partnerships, said Brie Devlin, the brewery’s Marketing Manager.
“We’re lucky enough to have a Bed & Breakfast next to a popular Wedding Venue in our state. Along with having an ongoing relationship with the venue, we’ve worked with the B&B to provide each guest a postcard with an incentive to get them to visit the brewery,” she said. “It’s been great to see how people visit and choose to explore our little town.”
While some breweries have made subtle branding updates to enhance their online presence, others have expanded their engagement through digital platforms.
Pedal Haus recently launched a mobile app to reward loyal customers with exclusive perks, including monthly beer releases and special discounts.
“Rather than relying solely on traditional marketing channels, the digital-first strategy helps strengthen customer retention and loyalty in a way that’s fresh, convenient, and long-term,” Warren added. “What excites me the most about the launch is our paid membership program, which offers a range of benefits that go beyond a typical loyalty system you might see in a taproom.”
Members receive an annual barrel-aged beer release bottle that is custom wax-dipped and numbered, as well as monthly 4-packs, with exclusive events, discounts, and special promotions throughout the year.
“The app is our way of modernizing how we interact with our community and providing real value to the die-hard craft beer fans who support us most,” Warren said.
Marketing Opportunities
Finding creative ways to market your brewery and build community engagement outside the digital realm, Closson said the Ivanhoe Park’s Annual Passholder program, which provides members with exclusive discounts, access to special events, and curated experiences that foster a sense of belonging.
“We also host interactive events throughout the year, creating a fun, casual setting for our community,” he said.
The Orlando brewery’s “Half-Toberfest” event has been one of its most successful marketing initiatives.
Held in March as a halfway point to Oktoberfest, the celebration highlights the brewery’s Half-Toberfest Vienna Lager and brings the community together to embrace German traditions. The event features festive stein-holding competitions, live music, traditional German fare, and exclusive beer releases.
“By creating an authentic and engaging experience, we’ve built excitement around both the event and our Award Winning Vienna Lager, making it a highly anticipated annual tradition,” Closson said.
READ MORE: Unique Marketing Strategies to Increase Consumer Participation
Similarly, Pedal Haus has embraced collaborations to introduce its brand to new audiences. “We’ve partnered with breweries like Pueblo Vida and Harland Brewing, as well as Arizona-based companies like Peixoto Coffee, to create unique beer releases,” Warren explained. “These cross-promotions allow us to connect with people outside of the traditional beer crowd while also strengthening relationships within the craft beer community.”
Non-Digital Strategies
While digital marketing is essential, breweries recognize the lasting impact of in-person connections and grassroots marketing. Closson emphasizes the importance of local sponsorships, such as supporting Orlando’s Solar Bears hockey team and partnering with nonprofits like Make-A-Wish and the Ronald McDonald House. “These face-to-face interactions and community-driven initiatives allow us to build meaningful relationships and create a lasting impact beyond digital engagement,” Closson said.
Pedal Haus also invests heavily in non-digital marketing, with a strong focus on the hospitality industry. “We work with local hotels and apartment complexes to make Pedal Haus their go-to recommendation for guests and new residents,” Warren said. The brewery also hosts watch parties and game-day specials to draw in sports fans. “By creating a space where fans know they’ll have a great experience, we’ve been able to build loyalty in a way that extends beyond just beer enthusiasts,” he added.
Festivals and brewery crawls remain a key avenue for brand exposure. “Nothing beats getting beer directly into people’s hands and letting them experience it for themselves,” Warren noted. Pedal Haus also utilizes on-premise signage and promotional materials, reinforcing brand awareness in high-traffic areas.
Ultimately, the most successful comes from those that take a multifaceted approach — combining digital engagement with in-person experiences and community partnerships. By leveraging both modern and traditional marketing strategies, breweries can create a strong, lasting connection with their audience and continue to attract new customers in a crowded market.
“Even though digital marketing plays a major role in our growth, real-world interactions and grassroots marketing still make a huge impact when it comes to building long-term relationships with customers,” Warren stressed. “One of the biggest ways we do this is through grassroots outreach to businesses and residential communities. We work directly with local apartment complexes and companies to host happy hours, offer in-person promotions, and create connections with people who are new to the area or just looking for their next go-to hangout spot.”
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