The Brewers Association announced on November 18 of a new promotion to couple with Small Business Saturday by adding Small Brewery Sunday to the Black Friday weekend of holiday shopping.
Many breweries across the country are tying in their current promotions with the event or creating something quickly to go with the national promotion.
”We will be using it as a day to thank our customers for choosing to support small, independent breweries like ours,” said Smog City Brewing Marketing Director Aften Lee. “There is a lot of beer to choose from out there and we are super lucky to have such an amazing group of regular customers as well as lots of new-to-craft drinkers discovering us.”
The Torrance, California brewery has curated a flight of five beers called “This is Smog City” that tells the story of who the brewery is.
“Our Coffee Porter will be featured in the flight since this is the first beer we ever brewed,” Lee said, noting that the brewery just brewed its 1,000th batch of beer and it was also Coffee Porter.
Smog City will also feature a couple of its wood cellar beers to show the range of beers it brews.
The flight will come along with an info sheet that walks the drinker through the Smog journey. In addition to the flights, Smog City has set up some small ‘thank you’ swag to hand out at various points in the day, and a food truck on the patio.
Breweries are being encouraged to have consumers visit their tasting rooms with creative assets provided and sharing on social media with the hashtags #SmallBrewerySunday and #SeekTheSeal.
“We’ll be using social media to promote the day and have it featured in our newsletter this week,” Lee added. “We are taking advantage of the BA’s toolkit they offered online, which is great. All in all, we are excited to celebrate in our small way!”
Glenmere Brewing happened to have an event planned for the day and is hosting its holiday version of the Pound & Pour event on December 1. As GBC’s marketing and public relations agency, Branded845 does comprehensive PR and promotional outreach and the Pound & Pour is promoted through social media channels; the GBC website event listing; multiple digital event calendars, Eventbrite.com ticket sales, local chamber email blasts, social shares with local journalists and editors and through the Glenmere Brewing newsletter.
Here are what other breweries around the country are doing for Small Brewery Sunday:
Shannon R. Mohr, Maumee Bay — Toledo, Ohio: “We’re going to print some of the stock posters from the BA website and we’ll post a blurb about it on our social media. We’re going to do a special crowler release of Barrel-Aged French Toast Eclipse. I’m excited for it, and I think we can do something bigger next year.”
Carolyn Ferrell, Crow Peak — Spearfish, South Dakota: “We’ve just put an event on our Facebook page about visiting the three breweries we have in our little town for Small Brewery Sunday.”
Teresa Albert, Millstream — Amana, Iowa: “I put this on all our social media (Facebook, Twitter, Instagram) our monthly newsletter, posters at the brewery, my website and a few other websites that let us post event listings. This is all free advertising and I’ve hit about 20,000 people at least with it. My customers know to look at these sites for our events.”
Todd Glass, Crooked Can — Winter Garden, Florida: “We are doing a Barrel-Aged Russian Imperial bottle release for Small Business Saturday and we have a collaboration with an Icelandic brewery set for December 2.”
Katie Schroepfer, River North — Denver: ”On Black Friday, we’re releasing our Black IPA, “Hello, Darkness” which was the first brew we ever brewed at our original location and I suspect we’ll still have some on tap for December 1. That’s at our Blake Street location. Also starting Black Friday we’re doing a Clothes for Craft Beer event where people can donate gently used or new clothes for BOGO beer. This is both locations and goes through December 1. Then, on December 1 we have a market at our Washington Street location.”
Jack Dyer, Topa Topa — Ventura, California: “We just got the assets from the Brewers Association this week, but we will promote it on social media, which is our primary means of advertising. I’m hoping that we get a nice bump in the taprooms.”
Ryan Wibby, Wibby Brewing — Longmont, Colorado: ”We are definitely participating in Small Brewery Sunday as we will have several merchandise items on sale for the holiday. We will be pushing this marketing through our website, social media outlets, and our newsletter.”
Katelyn Perkins Gove, Saltwater — Delray Beach, Florida: “We are supporting the first-ever Small Brewery Sunday by encouraging people to “Seek the Seal” and drink beer from independent breweries like us. On Sunday, December 1 we will be offering $3 House Ales and will also have new gift baskets filled with Saltwater gear available for sale.”
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