Category: Beer

Mobile Is Mandatory: Optimized websites are ground zero for e-commerce

An effective website is imperative for any consumer-facing business. Today’s beverage marketers need to reach consumers in meaningful ways, and websites are fundamental for such a task. Multiple factors contribute to a great website, but it begins with three foundational principles: graphics that accurately portray the brand image, intuitive navigation, and optimized functionality. Because consumers are on the go, mobile optimization is critical, says Astra Digital Marketing CEO Ron Scharman. “More than 60 percent of people are accessing websites on mobile devices; 65 to 70 percent of people read their email on mobile.” This warrants a “mobile first” approach...

Read More

Go With It: Beer, Cider, and Hard Soda Successfully Connect with Millennial Drinkers

Let’s start with the obvious: The craft beer industry has been pretty successful at engaging millennials (those born in the early 1980s through the early 2000s) on a variety of fronts. At last year’s Craft Brewers Conference in Philadelphia, Mike Kallenberger and Lindsay Kunkle’s talk, “How to Build a Craft Beer Drinker,” included a recent finding that millennials accounted for around 57 percent of weekly craft beer drinkers. (By comparison, Gen Xers came in at 24 percent, baby boomers at 17 percent, and matures at 2 percent.) Most of the above talk’s findings were based on the national 2015...

Read More

The Crawl: New York City

You’ll never go thirsty in New York City. From the northernmost borough, the Bronx, down to the Financial District on the southern tip of Manhattan, you’ll find plenty of great drinks to try and the never-ending activity of one of the busiest, most exciting cities in the world. The entirety of NYC (never “The Big Apple” if you want to pass as a local) comprises five boroughs: Manhattan, Brooklyn, Queens, Staten Island and The Bronx. While all offer eating and drinking experiences worth seeking out, here are four can’t-miss areas for visitors where the drinking scene is especially vibrant....

Read More

Inside Social Marketing: Mind Your Social Media Messaging (Guest Column)

There’s an important moment in your brand’s history that needs pointing out. I call it the “Christmas Conversation.” You were spending time with friends or family, and a tech-savvy person cornered you. Their passion for a particular social media channel oozed from them and got all over you. They told you that you must use it, everyone is using it, and you aren’t doing social right until you are as well. You felt embarrassed that you hadn’t been using it and promised to try. This is where the disaster starts.   The right way The first and most important...

Read More

Inside Beer: When “Local” Isn’t Enough

“Local” is a loaded word and should be approached with caution. It’s layered with multiple connotations, many of which are too readily accepted at face value. Calling yourself “local” implies you’re actively part of a community—that you’re one of us. For conscientious consumers, it signifies support for local producers while limiting how far goods travel to reach your plate or glass. For craft brewers, the “local” tag can be an advantage in securing tap accounts and shelf space, especially when going up against big players with marketing clout and distribution muscle. For a product that’s made with just four...

Read More