How Do You Market Your One-Off Beers?

Do you put more effort into marketing one-off beers because they’re novel products that you’re trying to move, or do you put less effort into it because it’s just going to be a one-and-done? What tools work best for getting the word out?

For its January/February issue, Brewer Magazine asked a number of industry professionals these questions and all surveyed seemed to agree on one thing: ramping up marketing is important with one-offs.

Aaron Gore, Senior Director of Business Development for Bevana, an incubator that helps small breweries get started, said precisely that, noting that the craft beer industry was not bereft of choices and variety.

Gore said having multiple parties, like collaboration breweries and production companies able to amplify the marketing extends your reach.

“You need to not only reach people but make them care,” Gore said. “So shout your value, and scream your differentiators.” 

Mikaela Maurer, Marketing Coordinator for Wiley Roots Brewing, said the Greeley, Colorado breweries barrel-aged one-offs such as its Vanilla Homonym Imperial Stout cannot be replicated and thus receive more marketing emphasis relative to year-round offerings.

“Our marketing involves the basics that you would expect: creating a brand/look for the series and sticking to it, getting as much information about the beer out to the public as possible including detailed tasting notes from our production and taproom teams, and engaging with our customers one on one through social media and in person about the beer,” Maurer said. “While we are sad to see some of our beers go and never return, we feel better about creating amazing products that can be looked back on, rather than pushing out release after release on a regimented schedule where we wouldn’t be able to uphold the standard that makes the series what it is.”

Makenna Harris, Director of Marketing of Pure Project Brewing, echoed the sentiments of the other two: One-offs get more attention at the non-profit Vista, California brewery than their core brands.

“We use a cross-channel approach, sharing marketing messages via email, social media, and SMS,” she said. “And of course, having the beer available to taste in all of our taprooms helps get our customers excited—nothing beats tasting the real thing, fresh on tap.”

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