How Your Brewery Can Turn Your Property Into a Marketing & Branding Engine

Von Ebert Brewing’s announcement that they have transformed its 20,000-gallon grain silo into a hand-painted replica of its Volatile Substance IPA can is more than a playful piece, it can be an example in experiential marketing.

At its core, this project converts an otherwise functional piece of infrastructure into a 26-foot-tall billboard that will captures attention (both with consumers already family and with whoever walks or drives by) and it can spark social media activity.

“The N. Mississippi Ave. neighborhood has been a truly welcoming home to Von Ebert Brewing since we moved in and we wanted to return the favor, not just by serving delicious beer at the taproom, but by bringing even more people to this quirky, iconic street to see Portland’s – and Oregon’s, maybe the world’s – largest IPA beer can silo,” said Sam Pecoraro, brewmaster of Von Ebert Brewing, in a release this week.

The brewery has effectively turned steel and paint into a long-term marketing asset that costs less than traditional advertising in the long run while reinforcing its brand where it matters most: at the customer’s first point of contact.

Von Ebert Unveils Oregon’s Biggest Beer Can Silo

Here’s how other brands can capture that magic and push their branding further.

Identify Untapped Surfaces and Structures
Every brewery has overlooked real estate. Silos, exterior walls, fencing, beer gardens, rooftops, or even parking lot dividers can become prime branding opportunities. The key is to ask: What are people already looking at, walking by, or photographing? That’s where your canvas is and here’s some examples:

• Silos — Oversized beer cans or bold logo displays.
• Walls — Rotating murals that highlight flagship beers or seasonal releases.
• Entrances/Courtyards/Biergartens — Sculptures or branded landscaping that doubles as a photo backdrop.

Design for Engagement, Not Just Decoration
The genius of Von Ebert’s silo isn’t just its size,it’s that people want to take a selfie with it. A successful installation for your brand should invite interaction. Think about sight lines, photo angles, and even hashtags that could be used before the first coat of paint or idea goes forward.

• Create “Instagrammable spots” where customers naturally pose.
• Use perspective tricks (e.g., giant pint glasses, hop vines climbing walls).
• Consider seasonal refreshes so regulars come back to see “what’s new.”

Partner With Local Artists and Makers
Hiring muralist Allison McClay was a critical piece of Von Ebert’s project. Commissioning local talent not only produces unique, authentic work but also signals to your community that your dollars are staying close to home.

• Rotate artists annually to keep visuals fresh.
• Collaborate with schools or art collectives for public contests.
• Feature the artist’s story alongside the piece to build a deeper customer connection.

READ MORE: Find New Customers Through Unique Marketing & Branding Strategies

Align With Your Brand Story
This isn’t about slapping art on a wall, though, what you plan should be about extending your brand. Von Ebert chose to highlight a core product (its Volatile Substance IPA) to turn the silo into a three-dimensional ad. Look for ways to tie your installations to your identity.

• Feature your flagship beer prominently.
• Highlight your brewing heritage, ingredients, or community values.
• Keep the tone consistent with your taproom vibe (playful, rustic, modern, etc.).

Leverage the Installation in Marketing Campaigns
Don’t stop at the physical build. Treat the project as launch-worthy.

• Host a release party like Von Ebert did with their fresh hop IPA.
• Create hashtags and photo contests tied to the installation.
• Use the imagery in social, packaging, and email campaigns for continuity.

While projects like this aren’t cheap, they often deliver more long-term value than paid ads. Track social mentions, taproom traffic spikes, and earned media coverage. A one-time investment can keep paying dividends for years.

Your property isn’t just functional to make and serve beer, it can be a canvas. With the right mix of creative vision, local partnerships, and intentional design, your brewery can turn its space into a living advertisement that attracts new visitors, strengthens community ties, and cements your brand identity in a way billboards and digital ads never could.