Tips for Improving Sales in the Craft Marketplace

Today more than ever the general populace is very open to craft beer and its multitude of options. As a member of a brewery sales team, finding new opportunities can still be an arduous task in finding the needs that each beer buyer has and the styles that fit into each type of location and the consumers it caters to.

“The neighborhood pubs and bottle shops always provide great opportunities for people to learn about and enjoy our beer,” said Crazy Mountain Brewing‘s David Sule. “But it’s always exciting to get our beer on new craft list. Walking into a small locals bar or chain restaurant that only has a few beer selections in general and seeing your beer as the craft selection is pretty awesome. There is a style of craft beer for everyone. It’s just finding that flavor that fits.”

So how does a brewery’s sales team cater its message between active craft establishments versus those that are not as well versed? At MadTree Brewing, its Director of Sales, Adam Lane says that each interaction with a partner or potential partner is a personalized conversation that seeks to better understand their business and how the brewery can fit into it. He also noted that sales team members communicate the brewery’s dedication to quality, consistency and community.

Lane shared that his team then discusses the profit margins on craft beer with the accounts to show the benefits of working with a craft brewery as a partner.

Sometimes educating the consumer over the beer buyer can be key in making the connection.

“For us, our message is all about the beer,” said Third Street Brewhouse Sales Manager Jodi Peterson. “We’re lucky to have a great family of craft beers that our consumers find to be easy drinking, and that resonates with people who don’t have a lot of craft beer knowledge, making it easy to talk about.”

Peterson added that it helps to share with both active craft establishments and not as active craft establishments the history of a brewery and the local resources and ingredients used in making the beer.

“Consumers love to hear stories like that, making it easier to share our message,” she said.

Lane also noted that MadTree has an extreme focus on beer education.

“Beyond just the classic review of styles and flavor components of our beers as many focus on, we offer our partners a truly deep dive into the production, testing, quality control and proper handling of craft beer,” he said. “Our philosophy is that the smarter the consumer and our partners are about beer and the better they can discuss it, the more powerful and fulfilling the interactions at the point of consumption.”