As craft beer continues to surge in popularity, the industry is witnessing a significant shift. Not only are new brands emerging, but the landscape of marketing and branding is also undergoing a transformation. In this podcast episode, we dive into these topics with Rachel Auty, both a marketing and beer expert.
One of the key challenges in the craft beer industry is standing out in a saturated market. Brew York, a specialist craft brewery based in York, faces this challenge head-on by creating a unique brand identity and utilising disruptive strategies. The brewery focuses on building customer loyalty and engagement through collaborations with other brands, one-off beer releases, and social media stunts.
Auty is also a director at Beer Writers and founder of Women on Tap, an initiative dedicated to celebrating and elevating women in the brewing industry.
This episode covers:
- Brand disruption/marketing strategies
- Rising influence of women in this traditionally male-dominated sector
- Standing out in a saturated market
Looking to the future
As more craft breweries emerge, so does the importance of brand identity. In a market filled with countless beer options, breweries must create a unique, memorable identity to distinguish themselves from the competition. That’s more than just their name or logo—it’s about the beer you produce, the community you build, and your commitment to inclusivity and diversity.
And with that, breweries also need to diversify their product range with more drinkers opting for alcohol-free beers in a conscious bid to drink and eat healthier post COVID-19. This is supported by sales of low and no-alcohol beer jumping by 23% during 2022-23 compared with the previous 12 months, a trend driven by GenZ and millennials.
Do we do enough to encourage women to get into the brewing industry? According to recent research conducted by YouGov, women make up only 17% of the UK beer market. But despite the brewing industry’s historically male-dominated nature, more women are breaking barriers and assuming leadership roles. Founded by Auty, Women on Tap is a testament to this shift, providing a platform to celebrate and support women in the industry.
Lastly, what is the impact of social media on craft beer branding? Social media is not just a tool for promoting new beer releases; it’s a platform for storytelling, engaging with customers, and showcasing the behind-the-scenes operations of a brewery. Keep this in mind when it comes to future planning your content strategy. Brew York uses social media to disrupt the market and double down on its brand, leveraging its power to stand out in a crowded marketplace.
In the world of craft beer, success hinges on more than just brewing a great beer. It’s about building a unique brand, adopting disruptive strategies, and understanding the ever-evolving landscape of the industry. Whether you’re interested in marketing, craft beer, or the intersection of the two, this episode offers insightful discussions and practical advice.
For more updates, make sure to subscribe! In our next episode, we’re speaking with Stephen Waddington, a past-president of the CIPR, a Chartered PR Practitioner and European Digital and Social Media Director of Ketchum Public Relations. He’s written several books on the exploration of Public Relations and Reputation Management, we’ll be discussing about the evolution of comms.
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