2021 Craft Beer Marketing Awards with Jim McCune and Jackie DiBella Find the CBMAs online: craftbeermarketingawards.com // Instagram: @craftbeermarketingawards I was honored to be asked to participate in judging the 2021 CBMAs. Since the CBMA organization and awards started last year, I thought it was about time we learned more about them and spread information about the awards. Deadline for the 2021 entries is coming up on January 29th, so make sure you check out all the categories you can ente...
Jan 15, 2021•35 min
Using Untappd for Brewery Marketing with Jon Dispenza and Harrison Hickok FIND UNTAPPD website: untappd.com // podcast: untappd.com/podcast Untappd reaches a huge audience, so it only makes sense that breweries look at ways to utilize this platform to increase their marketing reach. I was stoked to make a connection with Jon and Harrison who both work at Untappd and also host the Drinking Socially Untappd Podcast. I figured these guys would be able to deliver some solid insights and advice for u...
Oct 02, 2020•51 min
Austin Beerworks with Helms Workshop Find Austin Beerworks Website: austinbeerworks.com / Instagram: @AustinBeerworks / Facebook: @AustinBeerworks / Twitter: @AustinBeerworks Find Helms Workshop Website: helmsworkshop.com / Instagram: @helms_workshop / Facebook: @HelmsWorkshop / Twitter: @HelmsWorkshop Austin Beerworks co-founder Michael Graham along with Helms Workshop founder Christian Helms join to discuss branding for Austin Beerworks. Talking Points: Development of branding and brand identi...
Aug 10, 2020•41 min
Co-Branding and Collaborations with Jordan Hoffart and Fish Scales Find Jordan Hoffart and Black Plague Brewing Website: blackplaguebrewing.com // Instagram: @blackplaguebrewing Find Fish Scales and Atlantucky Brewing Website: atlantucky.com // Instagram: @atlantucky The idea of collaborations between breweries has proven to be a successful way to promote brands and your beer. I wanted to take a look at some ways that other industries, brands, and celebrities are collaborating in the beer indust...
Jun 18, 2020•48 min
New Label Initiatives - Craft Label Co and All Together I have two related announcements that I wanted to bring to your attention. Both of these are efforts to help our community during the COVID-19 chaos. The first is an initiative that I have been working on for the last month. I have been working with breweries and label printers to assist getting beer into packaging. A number of breweries have never packaged and need label FAST and AFFORDABLE. I created Craft Label Co. to be a pre-designed c...
Apr 15, 2020•12 min
Working with Marketing In-House or External with Holly Amlin aka PDXBeerGirl Find PDXBeerGirl: Web: pdxbeergirl.com // Instagram: @pdxbeergirl Facebook: @pdxbeergirl In the past, we've discussed some ways to navigate working with internal and external teams. Both have unique advantages and disadvantages along with best scenario matches depending on your brewery size. Here's a few points we touch on in this episode: Hiring within...is that the best way? Should your front of house run marketing? B...
Apr 07, 2020•1 hr 5 min
Solo episode here covering a recent article published on Craft Brew Creative. We'll break down these branding ideas: Good First Impressions, Branding Creates Trust and Reaffirms Credibility, Branding Generates New Customers, Attitude Strength, Loyal Customers, Easy Introduction of New Products, and Improve Employee Pride and Satisfaction.
Mar 13, 2020•27 min
For this episode, we're taking a look at the 2019 BC Craft Brewers Guild Keynote presentation done by Bryan Roth titled: What Narratives and Numbers Can Tell Us, and What You Can Do About Them. The guild has the presentation video posted on YouTube, definitely give it a watch! Of course, Bryan brings his strong game of charts and data, but he does so in a way that tells a story and specifically focuses on how the customer is the hero in these journeys. Since Bryan is great with crafting and unco...
Jan 13, 2020•35 min
Jessica Ferrell comes from a deep background in restaurant and brewery experience. Along with just starting her own consulting business, Jessica teaches Pub & Tasting Room Management through the Business of Craft Brewing certificate program at Portland State University. In this episode, Jessica gives us really solid foundations to delivering a great customer experience through easy to understand formulas. It was great to see the alignment between branding concepts and how these can be implem...
Nov 25, 2019•41 min
Along with doing your own brewery events, I think utilizing a membership club is one of the best ways to market and brand your brewery. Whether you go more towards something like a mug club, or more towards the style of a wine club, you have an opportunity to connect more deeply with your core brand fanatics (or create them!) pFriem Family Brewers is a great case for building a wine club style membership. They have just launched this club and have been strategically organizing it to make sure th...
Nov 04, 2019•37 min
Over the years working with breweries of different sizes, saving money on the cost of labels has always been important. Through all of this experience, both in the printing and design of labels, I have been able to better understand ways to save money on labels and in many ways create better branding at the same time (!!) I hope you find these tips useful in saving money, and how you can approach creating your labels.
Oct 16, 2019•35 min
I have worked with Cleophus Quealy over the last couple of years, and we just moved from a "wine" style label to doing custom artwork for each bottle release. There are advantages and disadvantages to both approaches and I was also curious about the timing and positioning to start creating custom labels for a smaller brewery.
Sep 26, 2019•43 min
Welcome to this special two-part series where we cover an upcoming seminar that will take place at CA Craft Summit in Long Beach, CA. Freshly Wrapped: An Inside Look at Label Branding Strategies will take place Thursday, September 12th, 2019 at 11:35 am. For the second part of this series, we dig into the process for creating a label branding strategy. Nick Longo and myself each have similar processes when it comes to branding, but there are many variations that are dependent on each brewery's s...
Aug 29, 2019•59 min
Welcome to this special two-part series where we cover an upcoming seminar that will take place at CA Craft Summit in Long Beach, CA. Freshly Wrapped: An Inside Look at Label Branding Strategies will take place Thursday, September 12th, 2019 at 11:35 am. For this introduction, Nick Longo and myself cover the idea of the seminar and our partnering breweries - Big Stump Brew Co. and Trademark Brewing. We learn the special situation each brewery is in and why now is a great time for them to develop...
Aug 29, 2019•51 min
There are brewery owners out there that have an added benefit of coming from another professional background. Someone who has an engineering, business, or marketing background for instance, can have a leg up running their brewery. Over the last few years in Portland, I have had the pleasure of getting to know Ben Parsons of Baerlic Brewing. Ben fits this exact mold, he left a career as a professional designer to chase his dreams of making beer and opening up a successful brewery.
Aug 21, 2019•53 min
There are a many different ways and angles to better sustainability in beer. Many breweries are taking steps to be more eco-friendly, but there is also an important role that beer drinkers can play. Education on the consumer side can help elevate better practices, and also play part in the sustainability process. Rob Van, along with his partner Bob Kelley, started promoting breweries in Massachusetts and connecting drinkers with good beer. The results of their efforts have come together on the w...
Jul 29, 2019•59 min
There are essential items when it comes to launching your new brand, but I wanted to shed some light on what things looked like after running a brewery for a full year. Having plenty of time to develop your brand before opening your doors is really great, but what happens after things are up and running? Tyler Lucas, the Director of Marketing and Brand Development for Blaker Brewing joins me for this conversation. We get to dig deep into social media marketing, building strong teams, and relatio...
Jul 08, 2019•1 hr 4 min
We had some great questions during the Brand Forward seminar. This is a follow up from the previous episode, with the questions and answers portion.
May 08, 2019•23 min
As you probably have heard over the last few episodes, I have been working on a label branding seminar for the Craft Brewers Conference. Not only developing a seminar, but also participating in a special artist series for the CBC 2020 Commemorative Beer labels. For this episode of Branding Brews, I will be sharing with you the audio recording of the Brand Forward seminar at CBC this year.
May 07, 2019•57 min
In this interview, we dig into the role that specialty brands play at New Belgium. What is the strategy in branding and marketing for the specialty beers they offer. What are the goals that New Belgium has around their specialty brands. Kick back and listen as Andrew Emerton speaks some brand knowledge on this episode of Branding Brews.
Apr 06, 2019•57 min
Carrying on with the topic of rebrands, this episode is looking at a very successful rebrand for Old Town brewing. We dig into the how and why Old Town decided to approach a rebrand. As with any brewery that might struggle to keep up with the ever-changing market, Jordan and Old Town jumped into this rebrand to create a label and branding system that would allow them to be more nimble with their beer releases. The rebrand also brought more attention to the Old Town brand as well, establishing mo...
Mar 09, 2019•1 hr 2 min
During my planning process for the Brand Forward design seminar at CBC, I had the pleasure of connecting with Fred Hart of Interact. Fred and his team do some great work, including the Dogfish Head packaging rebrand. After some insightful conversations, I thought Fred would be a wonderful guest to have on this show.
Feb 06, 2019•49 min
We’ve talked on this show before about the importance of having a brand or media kit easily accessible. There are a number of ways to manage this, but there is a specific platform, Brandfolder, that was made just for this purpose. Today we are joined by Luke Beatty, who is the CEO of Brandfolder, and has lots of insights on brewery brand management through a number of breweries that use his platform.
Jan 17, 2019•47 min
Nick Munson-Phelps, the refillable program manager for BottleDrop Refill. Nick has been leading an effort in Oregon to design and implement a refillable bottle program that breweries have already started using. Join us on this episode to learn all about the sustainability and benefits of using refillable bottles on this episode of Branding Brews.
Dec 05, 2018•1 hr 4 min
As part of an industry that is creating a product for consumers, having insights behind those consumers can really help drive decisions, marketing, and of course your branding efforts. Rob Cartwright, Co-Founder of DataQuencher, digs into some interesting insights and we learn more about the beer market on this episode of Branding Brews.
Oct 16, 2018•58 min
Communication is an essential part of promoting your beer and your brand. It’s a major part of how customers understand who you are. The stronger and more concise your communication is, the better your customers will understand your beer. Jeff Alworth digs into some fundamentals of communication on this episode of Branding Brews.
Oct 04, 2018•48 min
There are many ways to communicate your brand, and Allagash does a great job of telling their story. Jeff Pillet-Shore from Allagash took some time to talk with us about their brand story, how every employee is apart of that story, and is excited to participate in that brand. Join us and Allagash Brewing Company today, to learn about communicating a brand story on Branding Brews.
Aug 30, 2018•53 min
Continuing the discussion of beer label design and branding, Adam Feller joins us to talk about packaging design. Adam owns Avidity Creative and is also the host of The Food Business Podcast
Aug 08, 2018•1 hr 16 min
Beer and brewery photography for better branding! My good friend, Roscoe Myrick, is a professional sports photographer. We discuss some tips-and-tricks for taking better photos discussing photo equipment, planning shoots, and just generally getting into the mindset of taking good photos.
Jul 23, 2018•1 hr 7 min
Jeff Schweiger from the Alison Group joins the show again, this time to discuss options for designing and producing Point of Sale (POS) items.
Jun 25, 2018•53 min
