What to Share with Distro & Retail Partners in Your Next Newsletter

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Don’t think of creating newsletters as a pure marketing tool, instead, think of it as a more direct function of social interaction. Being able to convey and connect with individual distribution or retail partners — depending on if you self-distribute or do a mix of sales with a distro partner — can help keep in touch with people when you need to introduce a new product in many places at the same time.

While email marketing can be an essential strategy for any brewery to enable your brand to cultivate strong customer relationships, and drive sales, having a separate email newsletter for your beer buyers can be important as well.

Amy Martin, Stormcloud Brewing’s Marketing Manager & Membership Coordinator, shared that quick-hit newsletters aren’t needed, but fleshing out some helpful info can help foster relationships and potential sales.

Compared to what Stormcloud does for general consumers and mug club members, Martin says that the brewery’s newsletter to retailers is more “buttoned up” and professional. That includes a simple header and a brief, but informative, introduction to the newsletter.

“You don’t need that ‘letter from the editor’ for your distributors,” she said at the 2024 Ohio Craft Brewers Conference, where she also explained two other types of email marketing situations. “I’m sure some would be interested, but some might not want that.”

Martin said to “think beyond the sell sheet,” and for Stormcloud, that means including a graphic that matches the package or promotional material.

“We like to include a photo in the suggested glassware,” she gave as an example. “Of course, that doesn’t always mean that that’s what’s being served in a bar, but it helps and it kind of puts in their mind.”

Along with a suggested price, going beyond the sell sheet that she shared was to explain where the name came from.

“I think when distributors know that (background), then you’re able to share more conversation with those retailers, and they can invest as if they know even more about your beer,” she said.

Another suggestion she had is to give good pairing ideas for your beers.

READ MORE: How to Create Marketing Directions for New & Old Consumers

“Some people’s sell sheets already have that, but it keeps them engaged and again, is a new way to kind of view your beer, which helps them sell it,” Martin said.

While for members Martin will do a monthly newsletter that is very long, these emails to retailers are less frequent.

“We time it with our seasonal beer releases,” she said. “So depending on what your distribution program looks like, I highly recommend basing it on that.”

Building meaningful connections with your distribution and retail partners through thoughtfully crafted email newsletters can help transform your brand’s reach, making your brewery not just a name or an occasional face, but a story they want to share and sell.

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