These Are Strategies Breweries are Keying on for 2024

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As trends in how to curate consumer awareness, breweries continually look to keep an ear to the ground and plan a better attack plan. Be it in creating sales techniques, determining a better portfolio, or even new brands, it can vary for breweries across the country as we head into a new year. Knowing you have to create a solid strategy is key.

One of the biggest challenges at the moment is the simple fact that wholesalers are becoming drastically more risk-averse than in previous years pointed out Aaron Gore of Bevana.

“That means far less speculative buying, far fewer new brands, and far less desire to spend money selling a supplier’s products for them,” he said. “That means that supporting your wholesaler, making their jobs easier, and providing them with as many resources as possible is the best way to keep and hold their attention.

“Remember, they are your first customer. Make it worth their while, and they’ll be your best friend. Don’t, and you’re an afterthought.”

Bevana has expanded its operations during 2023 with Gore saying that they have brought nearly two dozen new beverage makers into its family.

For Urban Artifact, COO Bret Kollmann Baker said the mainstay is adding to the consumer education of the brewery’s products.

“Teaching the buyer and consumer about what separates our brands from the rest, why our product quality stands out, and what makes our fruit beers so unique,” is a continued strategy, he said.

And the best education tip he noted is still a tried-and-true constant.

“We still find our most successful plan of attack is ‘liquid to lips,’” Baker said. “There is no better way to teach someone about your product than getting them to taste it.”

In the liquid and creating new avenues to entice consumers, Lawson’s Finest Liquids is excited to see a resurgence of interest in clear, but full-flavored IPAs.

“There are a number of really interesting hop varieties like Talus that we’ve begun experimenting with as a way to broaden the flavor profiles of our beers,” explained CEO Adeline Druart. “We’ve been focused on expanding the tent beyond the core craft beer consumer and are executing programs to drive a more diverse set of fans.”

She added that the Vermont brand’s values-led business model along with its quality standards are of interest to younger consumers, women, and racially diverse buyers who are more likely to support purpose-driven brands that are actively making a difference in their communities.

“In 2024, we plan to focus on our core beer portfolio and our social and environmental mission,” Druart said.

Next year Lawson’s Finest plans innovation exploration to create a roadmap that uses the company’s favorite beverages, along with consumers’ desires, to inform the future of the brand’s portfolio.

“This is a very exciting journey ahead for us,” she said. “The current market is very dynamic and trends are moving fast, our goal is so not to chase the latest trend but to ensure we offer a truly unique and differentiated experience to our fans.”

Photo courtesy Adobe Stock

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