Shane Lohman’s Post

Brewing Success: The Art of Crafting Your Brewery's Future Every brewery owner dreams of a bustling taproom filled with satisfied customers, yet many find themselves staring at empty bar stools and stale inventory instead. This contrast between thriving and struggling isn’t merely a twist of fate; it’s often a product of not adapting to the ever-changing landscape of the craft beer industry. The good news? Success is within reach if you’re willing to rethink your approach. Diversify Your Offerings First, consider diversifying your tap list. Craft beer enthusiasts aren't just looking for IPAs and stouts anymore; they're after an experience. Expanding your offerings to include craft ciders, low-alcohol beers, or even non-alcoholic options like hop waters can attract a broader audience. Leverage Data Next, harness the power of data. This isn’t just about tracking sales; it’s about understanding the intricacies of consumer behavior. Implementing a point-of-sale system that tracks sales by the hour might reveal patterns you hadn’t considered. Using this data to optimize your tap list and pricing strategy can drive sales. Stay Ahead of Market Trends Craft beer is like a river—constantly flowing, requiring you to move with it. Pay attention to emerging trends, like the demand for healthier options. Launching a line of low-calorie session IPAs, for instance, could cater to health-conscious consumers and attract new clientele, like local gyms looking for partnership opportunities. Master Inventory Management Proper inventory management is crucial in a market where every drop counts. Implementing a first-in-first-out (FIFO) system ensures product freshness and minimizes waste—essential in maximizing profitability. Regularly auditing inventory will help identify slow-moving products and inform better purchasing decisions. Maximize Direct-to-Consumer Sales In a world where middlemen often eat away at your margins, maximizing direct-to-consumer sales is vital. Consider enhancing your taproom experience through events, tours, or a revamped online store (where legally permissible). This direct engagement can elevate your customer relationships and boost profit margins significantly Create Unforgettable Experiences Finally, it’s about more than just beer; it’s about memories. Transforming your taproom into a lively event space—be it trivia nights, brewing classes, or live music—can create a buzz that keeps customers coming back. Collaborating with local artists not only enhances the ambiance but also allows for unique promotional opportunities. Conclusion Crafting a successful brewery requires a multifaceted strategy that blends excellent beer with smart business practices. By diversifying your offerings, leveraging data, staying ahead of trends, mastering inventory, maximizing direct sales, and creating unforgettable experiences, you can turn your dreams of a buzzing taproom into reality. Sources: - https://lnkd.in/erEt6UN2

Exciting news for craft beer connoisseurs and lovers of Upland Brewing Company—Indiana's third largest craft brewery! 🍻🎉 Upland Brewing Co. just launched rāe, a brand new sibling beverage brand, and its first product, a sparkling golden ale of the same name. 🍺 Designed for the next generation of craft beer lovers, rāe's first brew is made with real ingredients like lemon and ginger, packing a punch at 4.2% ABV and only 110 calories! 👀 In the creation of rāe, Upland Wholesale Brands contacted SMARI to conduct formal market research. We are proud to have helped shape rāe into the perfect brew for the modern craft beer enthusiast! 🥳 Our president, Katie Ittenbach, with more on this project ⬇️ "This journey with Upland has been an exciting one as the Upland team identified an underserved market that hit home with me, the millennial female. To better understand her, Upland knew research would be essential to curating the right beverage. How this audience chooses to enjoy their beverage and what really matters has now been encapsulated in the rāe brand. We found that a high-quality sparkling ale is the missing can on the shelf for this audience. Plus, you will love the can design! You spoke, Upland listened." Read more on the launch of rāe here [🔗: https://loom.ly/BIfcu_E] and stop by Upland Brewing Company this weekend to have a sip, or you can find other locations serving rāe on their website ➡️ https://loom.ly/ApvJo1E This is beer's next wave. Are you ready to ride? 🌊 --- #uplandbrewingcompany #uplandbrewery #bloomingtonindiana #rāe #marketresearch #marketresearchfirm #marketintel #datadriven #strategicinsight #marketstrategy #dataanalysis #marketintelligence #strategicmarketing #strategicresearch #analytics #SMARI #consumerjourney #product #productevaluation #focusgroups #marketassessment #adtesting #concepttesting #brandassessment #surveys #qualitativedata #quantitativedata #innovation

Why is it so difficult for an imported craft beer brand (how about Bokke IPA) to get a stable tap in bars in China? Let's ignore Bokke IPA's pricing, branding, marketing support, packaging, flavour profile & abv content, all of which are very important in their own right & instead focus on the most important reason, brand portfolio When I mention brand portfolio I don't necessarily mean the other SKUs made by the brewery making Bokke IPA (such as Rucking Good Pale Ale & Miles Offside Stout) but rather what are the other brands offered by the company that is looking to sell Bokke IPA to the bar? This is almost always a distribution company which may or may not be the importer of Bokke IPA. Why do we care what other brands they carry? Well getting a listing on a tap is all about real estate. Bars in China generally get 5 a year lease, the price of the rent is often fairly high and once the lease it up the renewal terms will be exorbitant. It can take 3 years to turn a profit so the pressure is on. Owners maximise customer seating (drinking) space at the expense of the kitchen & more importantly the space where drinks are prepared from. This frequently sees venues with poorly though out designs for the physical bar and space is very limited. Only enough space for one or two chillers (4 - 8 taps). Going back to the company selling Bokke IPA. If they wish to get a tap they need to either jump on someone else's chiller or provide their own. Chillers are not cheap so its quite unlikely for another company to simply allow you to put Bokke IPA on their chiller, it can happen but there will be a cost somewhere down the line. So the company needs to provide its own chiller (space for 4 taps). If the company selling the amazing Bokke IPA does not have any other brands that the bar wants to buy (for example a stout, cheap lager, wheat beer & premium lager) then the distribution company will probably make a loss by providing a 4 tap chiller, gas, servicing and one beer. Bokke IPA is good but not that good. Here they will only be helping their competitors who will fill the remaining taps. The company needs to try to fill all the taps on the chiller they are providing. The bar remember needs to make as much profit as possible so while they may love Bokke IPA, Rucking Good Pale Ale and Miles Offside Stout nobody else really knows these beers and the bar needs some commercial brands such as Bud or Stella or Asahi, which are relatively cheap, good margins & are known. This is often why you will see a imported craft brand sitting next to big commercial brands such as Carlsberg, Guinness, 1664, Heineken, Paulaner. What's happened here is one company is supplying all the beers & often is using the marketing spend of those brands to get Bokke IPA listed. So no matter how good Bokke IPA is, with their 4 World Beer Cup Champion medals, if the distribution company does not have a solid portfolio we can forget about seeing Bokke IPA on tap in China.

🚀 Reinventing the beer t-shirt in case promotion with Sleeman Clear 2.0's! 🚀 For decades, beer manufacturers have been stuffing ugly, oversized t-shirts into boxes in hopes that their consumers will unabashedly add these ill-fitted, often monstrosities to their wardrobes. For far too long have our friends and family been held hostage by the treacherous beer box tee that our loved ones don shamelessly in public. To this rising epidemic, Sleeman said, “NO MORE! WE NEED TO REVOLUTIONIZE THE BEER BOX T-SHIRT PROGRAMS AND SAVE THESE POOR SOULS.” *Not a verbatim quote* And with that we created the Sleeman Clear 2.0 custom t-shirt program. Our mission was clear: redefine the traditional "t-shirt in a case" promotion, amplify brand awareness, and accelerate product velocity. And we did just that and more! Innovation at Its Finest: We launched an exclusive, custom web portal, allowing customers to redeem a pin found inside specially marked Sleemn Clear 2.0 cases. This wasn't just any portal; we designed it with a custom UX/UI to ensure an intuitive and fun experience where users could personalize their very own t-shirt designs. Customer Engagement: The response was overwhelming! With over 100,000 custom t-shirts hand-printed and shipped, the engagement exceeded our expectations. But what truly set this campaign apart was the staggering 30% return rate for more shirts, a testament to the program's popularity and customer satisfaction. A Personal Touch: Each shirt was hand-printed upon order, adding a personal touch that resonated with our customers. This level of personalization and quality showcased our commitment to delivering unique and memorable experiences. A Milestone Achieved: This program wasn't just a promotional campaign; it was a milestone in customer engagement and brand promotion. We've not only met our goal but set a new standard for how promotional campaigns can be executed with creativity and customer focus. We're incredibly proud of our team's creativity, hard work, and the joy we've brought to our Sleeman Clear 2.0 fans. This is just the beginning, and we're excited about the future. Here's to more innovation, engagement, and success! A massive thank you to the team Sleeman Breweries Ltd. and to our screen printing teams' wrists. For metrics and some more anecdotes, check out our case study here: https://lnkd.in/eWf2gNBe

It’s only been six months since I joined Greene King, but the experience has already given me a deeper understanding of the beer industry than I could have ever imagined. Working with a brewery that’s been crafting beer for over two centuries has been eye-opening, and it’s made me appreciate just how much thought and passion goes into every pint. Here are a few key insights I’ve picked up so far: 1. Heritage and Innovation Must Coexist Greene King has this incredible history dating back over 200 years, yet they’re always looking to innovate. I’m learning that to stay relevant, even the oldest brands have to stay in tune with modern tastes. The challenge is to evolve without losing the essence of what makes a brand special. 2. Beer Builds Community Beer is more than a drink—it’s a social glue that brings people together. At Greene King, supporting local pubs and fostering community ties is central to their mission, and it’s teaching me that the best beer brands are about much more than the product. They’re about creating connections and experiences. 3. Quality is Everything Today’s consumers have endless choices, and they’re quick to recognize quality. Greene King’s dedication to perfecting every recipe, from seasonal brews to long-standing favourites, shows me that quality is what builds real loyalty. Great branding helps, but quality is what keeps people coming back. 4. Sustainability is Non-Negotiable Greene King is committed to greener brewing, and I’m learning just how vital sustainability is in this industry. From reducing waste to conserving water, it’s clear that breweries can’t just be good at making beer—they have to be good stewards of the environment. It’s inspiring to see how sustainability is becoming a priority in brewing. 5. Craft Beer Has Redefined the Market The craft beer movement has changed the industry in ways I’m just beginning to appreciate. At Greene King, they approach this shift by focusing on quality and offering a mix of traditional and modern brews. I’m learning that following trends isn’t the goal; it’s about finding a unique voice that still resonates with today’s drinkers. 6. Investing in People Fuels Passion The team at Greene King—from the brewers to the pub managers—is incredibly passionate about what they do, and it shows in every pint. It’s clear to me now that when a company invests in its people, that passion is reflected in the brand itself. Beer is about tradition, culture, and pride, and Greene King embodies that. Working at Greene King has been an inspiring start to my career here in the UK, and I can’t wait to see what more I’ll learn in the months and years ahead. If these first six months have taught me anything, it’s that beer is so much more than a product—it’s a community, a tradition, and a craft. Here’s to many more pints and insights! 🍻

Craft beer consumption patterns are changing, and the latest Brewers Association Harris Poll 2024 highlights a critical shift: more craft beer drinkers are cutting back on their consumption. Despite the overall increase in craft beer enthusiasts, regular monthly and weekly consumption rates are declining. This trend signals the need for craft breweries to reevaluate their strategies and seek new pathways for growth. Craft beer drinkers are increasingly exploring a variety of beverage options, from imports and domestic beers to hard ciders and RTD cocktails. This omnibibulous behavior presents both a challenge and an opportunity for craft breweries. Diversifying your product offerings and aligning them with evolving consumer tastes is essential for thriving in this competitive landscape. Exploring Non-Alcoholic Options One clear indicator from this trend is the value of exploring an impactful Non-Alcoholic (NA) brand line for your brewery. NA options appeal to health-conscious consumers and those seeking to moderate their alcohol intake while still enjoying the craft beer experience. Flavor Innovation Younger consumers aged 21-34 often avoid craft beer due to flavor preferences. Innovating and developing flavors that resonate with this demographic can help attract new consumers and expand your market share. New flavors provide additional opportunities in both current and new segments. Strategic Adaptation in a Competitive Market Despite the stalling growth in craft beer, the market isn't shrinking; it's evolving. Increasing competition from other beverage categories means craft breweries need to adapt their strategies to maintain relevance and drive growth. This involves innovating products, enhancing marketing efforts, and understanding consumer behavior. Take inspiration from successful strategies like Schilling Cider approach. Their move into the hard lemonade segment shows how diversifying into new categories can lead to significant growth. By finding impactful brand lines in new categories, your brewery can capture new market segments and drive substantial growth. Adapting to the evolving market is crucial for growth and sustainable success. Diversifying product lines, innovating with new flavors, and strategically responding to consumer behavior shifts are key steps to staying ahead in the competitive craft beer industry. Embrace these changes to drive significant growth and ensure long-term success for your brand. Ready to discuss how to implement these strategies in your brewery? Let's connect and explore the opportunities together. #BeverageIndustry #CraftBeer #BrandStrategy #SalesGrowth #FlavorInnovation

Independent Brews, Big Success: Marketing Triumphs for Craft Breweries The craft beer industry is a crowded landscape, but independent breweries continue to thrive by brewing unique, high-quality beers and implementing creative marketing strategies. Here, we explore three breweries that have achieved marketing success, offering valuable insights for Fort Wayne brewers: 1. 3 Floyds Brewing (Munster, Indiana): Social Media Savvy: 3 Floyds leverages social media platforms like Instagram and Twitter to engage with their audience, share brewery updates, and showcase their unique beers and merchandise. They also run interactive contests and promotions, fostering a strong online community. Collaboration is Key: 3 Floyds frequently collaborates with other breweries on limited-edition releases, generating excitement and reaching new audiences through cross-promotion. Embrace the Unexpected: 3 Floyds isn’t afraid to experiment with outrageous beer names and quirky marketing campaigns, creating a buzz and attracting attention. However, they ensure the quality of their beer remains the top priority. 2. Sierra Nevada Brewing Company (Chico, California): Community Focus: Sierra Nevada actively supports local communities and environmental causes, building brand loyalty and goodwill. They host events that benefit local organizations and promote sustainable practices. Content Marketing Powerhouse: Sierra Nevada consistently produces engaging content, including blog posts, videos, and podcasts, that educate consumers about the brewing process, their beers, and their commitment to sustainability. Embrace Innovation: While maintaining core styles, Sierra Nevada also experiments with new ingredients and brewing techniques, keeping their offerings fresh and appealing to a wider audience. 3. The Alchemist (Waterbury, Vermont): Word-of-Mouth Marketing: The Alchemist’s Heady Topper IPA has achieved near-mythical status due to its limited availability and cult following. This scarcity has fueled word-of-mouth marketing, driving consumer interest and creating a sense of exclusivity. Focus on Quality: Despite the hype, The Alchemist prioritizes quality over quantity, ensuring their beers consistently exceed expectations and maintain their reputation for excellence. Limited Releases: Similar to 3 Floyds, The Alchemist utilizes limited releases to generate excitement and keep their offerings fresh. This strategy encourages repeat visits and fosters a sense of anticipation among their customer base. These examples showcase the diverse marketing approaches independent breweries can adopt. By understanding your target audience, embracing creativity, and focusing on quality, Fort Wayne brewers can achieve similar success and carve out their own space in the ever-evolving craft beer landscape. Remember, the key is to find a strategy that aligns with your brand identity and resonates with your audience. The post Independent Brews, Big Success: Marketing Tr...

The beer industry is facing a stark reality: Quality alone is no longer a strong enough differentiator to capture consumer attention. Brands are no longer judged solely by the quality they produce, but rather by how well they resonate with consumers' evolving tastes and preferences. The game has changed—it’s no longer about who brews the best beer, but about who understands their consumers best. Too many breweries still cling to the outdated belief that if they brew great beer, everything else will fall into place. This mindset is dangerous, especially in an era driven by occasion-based preferences and flavor experiences. Excellence is expected, but a brand thrives only when it builds an authentic, engaging identity that truly connects. Here's what many brewers are missing: 🔸 Consumers See "Beer as Beer": To many, beer—whether craft, domestic, or import—is a homogenous category. Craft beer, once a beacon of uniqueness, now risks blending into the broader landscape. Without a brand identity that resonates, scaling sustainably in a crowded market becomes an uphill battle. 🔸 Stop Thinking Like a Brewer; Start Thinking Like a Consumer: I’ve had countless conversations with brewers who passionately defend their beer's quality. They say, “If people only understood how incredible our beer is, we’d be unstoppable!” But here’s the problem: Success isn’t about educating consumers; it’s about engaging them. Purchases are driven by what resonates with them, like a particular occasion or flavor profile—not brewing techniques. 🔸 Firestone Walker Sets the Standard: Firestone Walker Brewing Company has shown that evolving with consumer preferences doesn’t mean sacrificing quality. Their innovation, like launching "turbo radlers," illustrates a perfect balance: adapting to what consumers crave while maintaining high standards. Their success proves that strategic adaptation fuels lasting growth. Having worked hands-on to elevate brands that are now industry leaders, I’ve seen the transformational power of embracing a consumer-first identity. I’ve guided underperforming brands from stagnation to prominence, not by chance but through strategic repositioning. The results? Brands that resonate with consumers and become indispensable to distribution partners—fueling unprecedented growth. This isn’t theoretical; it’s based on real-world experience transforming market challenges into major, scalable wins. The path to brand dominance isn’t about sticking to outdated methods or relying solely on quality. It’s about being adaptable, strategic, and relentless in creating a brand that consumers can't ignore. The market won’t wait, and neither should you. The time to adapt and evolve is now. #BrandStrategy #ConsumerEngagement #CraftBeerIndustry #BeverageBusiness #MarketTrends *Thanks as always to Dave Infante for the incredible industry insights. Check out his latest article at the link below! https://lnkd.in/eRXSRT5p

Tilray Brands Does It Again by Acquiring Four Craft Beer Breweries from Molson Coors Beverage Company Tilray Brands, which calls itself a global lifestyle consumer packaged goods company elevating lives through moments of connection, today announced that the Company has entered into a definitive agreement to acquire four craft breweries from Molson Coors Beverage Company (“Molson Coors”) (NYSE: TAP). The acquisition includes Hop Valley Brewing Company, Terrapin Beer Co., Revolver Brewing, and Atwater Brewery. Tilray has made a clear statement as of late that it intends to continue to invest in the craft beer industry through strategic acquisitions. However, unlike many others, Tilray actually supports its craft breweries, accelerating their growth and capturing a wide range of new market opportunities. Tilray's beverage business is poised for even greater success with the latest addition of sought-after craft beer brands, known for their unique portfolio of beers. With the pending acquisition of these breweries, Tilray’s portfolio will expand across key beer markets adding 30% new beer buying accounts. The Tilray Beverages portfolio boasts a range of leading craft beer, spirits and non-alcohol beverages including SweetWater Brewing Company, Montauk Brewing Company, Alpine Beer Company, Green Flash Brewing Company, Shock Top, Breckenridge Brewery, Breckenridge Distillery, Blue Point Brewing Company, 10 Barrel Brewing Company, Redhook Brewing Company, Widmer Brothers Brewing, Square Mile Cider Company, HiBall Energy, and Happy Flower CBD sparkling cocktails. This strategic acquisition is expected to position Tilray for continued growth and expansion in the beverage industry. As some of you may recall, Irwin D. Simon, Chairman and Chief Executive Officer, Tilray Brands knows a thing or two about strategic acquisitions. As the founder and CEO of Hain Celestial from 1993 to 2018, he pursued 55 acquisitions as he built up the health foods and supplements company, gaining a reputation on Wall Street as an expert dealmaker. After leaving Hain Celestial in 2018, Simon joined the board of Canadian cannabis company Aphria. He took over as CEO in March 2019, then helped engineer a $4 billion merger with rival Canadian cannabis giant Tilray, where he presently sits as CEO of the combined company, which retained the Tilray name. While not the first merger between alcoholic beverage brands and cannabis (remember that Constellation Brands, a premium wine & spirits brand portfolio, has invested over $4 billion in acquiring Canopy Growth), it sure seems like cannabis companies are banking on the future of cannabis infused beverage. Just to give you an idea of what that could look like; the U.S. hemp-derived cannabinoid market is “conservatively” estimated to be $28.4 billion, according to Whitney Economics' “2023 National Cannabinoid Report,” making the market size the same as the 2022 craft beer market. Swirl that around in your mouth for a bit.