Craft Beer Promotions

This week, we invited two experts on the show to talk about how to utilize beer programs and work with brand managers to bring in more business to your bar or restaurant.

Olivia Cerio is the Regional Brand manager and Metro NY Sales Team Leader at Empire Brewing Company, a brewery located in Syracuse, NY. She’s been with the company since 2010 where she started as an assistant brewer and eventually moved into a sales position, eventually taking over one of their largest and most important sales markets. On any given day you’ll see Olivia running promotions at local bars, restaurants and retail locations as well as running the Empire booth and pouring beers at festivals and conventions.

Jen Maslanka is the manager and beer buyer at the highly-respected Spring Lounge in NYC, a bar whose history dates back to 1920. The Spring Lounge, under Jen’s direction is known for having a rotating tap list of some of the best and most sought after craft beers available as well as year-round unique craft beer tasting and food events.

Together, they’ve brewed a commercially available beer, but you’ll have to listen to the podcast to learn more about that.

ABOUT THE SHOW

Like Bite & Share is a podcast about marketing in the food business. Each episode includes an insightful interview with food marketing professionals.

SHOW NOTES

Key Takeaways:

  • Stepping up your beer program by adding new lines of beer opens your bar or restaurant up to attracting new audiences who are looking for more than the typical domestic draft
  • Some bars and restaurants will want more from their beer reps than others; like help with the menu, staff trainings, and tastings
  • A strong relationship between a bar and a beer brand manager can lead to some really interesting events and promotions. If the two entities have a fun relationship with each other, the product of that relationship will be fun as well
  • New beer releases are great opportunities to do tastings with customers at a bar
  • Incorporating food into beer events is very effective. Pairing a burger or sandwich with a beer will get people looking at a new beer offering
  • Marketing promos and events should be a collaborative effort between bars and brands
    • Simply posting on social media and the bar’s website isn’t enough. Customers that frequent your bar don’t necessarily follow your bar, so posters and other traditional methods of marketing within the bar are important
  • A bar knows what their customers like more than a brewery does, so it’s best when a bar comes into a promo collaboration with ideas about how they’d like to see it executed
  • If you don’t have a lot of experience doing beer events, start small. Keeping it simple and allowing yourself to figure out what works in your space will lead to fewer failures
  • To keep the relationship strong, don’t over-promise and under-deliver. If a giveaway is promised, it has to be seen through. If a brewer is scheduled to be at the bar, he or she needs to show up to the event
  • Every bar is different, but branded swag will likely move. A bar and a brewery have to bring the items that fit the bar, and the customer profile
  • Bars shouldn’t ask distributors for discounts on beer. Sometimes you’ll get a volume discount with a bigger company, but rarely for specialty brands and almost never for craft brands

Links Mentioned in this Episode:

Learn more about Olivia Cerio and Empire Brewing Company:

Learn more about Jen Maslanka and the Spring Lounge: