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Last updated on 2024年8月9日

Your craft beer sales are declining. How do you adapt to changing market demands?

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Craft beer aficionados are passionate about their brews, but even the most successful small breweries can hit a rough patch with declining sales. Adapting to changing market demands is critical to keep your business afloat and thriving. Understanding the reasons behind the shift in consumer behavior, embracing new trends, and rethinking your marketing strategy can help you navigate through this challenging period. Let's explore how you can adapt and keep the taps flowing.

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Benjamin James Collins

Director
Stephanie Moore

Non-Executive Director (2010 to present); Director, Scientific Partners Australia; Director (2011 to 2024)

1 Analyze Trends

The first step to address declining sales is to thoroughly analyze current market trends. Look at what styles of beer are gaining popularity and which ones are fading. Are hazy IPAs still the rage, or are sour beers making a comeback? Understanding these trends can guide you in adjusting your production to meet consumer tastes. Additionally, consider broader shifts in the market, such as the rise of health-conscious drinking or the preference for locally sourced ingredients. These insights will help you make informed decisions about which products to focus on.

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Stephanie Moore

Non-Executive Director (2010 to present); Director, Scientific Partners Australia; Director (2011 to 2024)
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Ensure your marketing language includes simple to understand language and is clearly communicating the key differences of your offering

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Michell Sierra

Certified Business Coach | Experienced Entrepreneur | eCom Expert
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Experiment with new flavors: Experiment with new flavors and ingredients, offering limited-edition or seasonal brews to appeal to customers' changing tastes. Offer variety: Offer a wider variety of craft beers, including non-alcoholic options and hard seltzers, to meet the needs of a diverse customer base. Diversify your sales channels: Explore new sales channels, such as online ordering and delivery, to reach new customers and generate additional revenue.

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2 Customer Feedback

Gathering feedback from your customers can provide invaluable insights into why your sales might be declining. Engage with them through social media, surveys, or even face-to-face conversations at your taproom. Find out what they like about your beer and what they think could be improved. Maybe they're looking for more variety, lower alcohol content, or more eco-friendly packaging. Use this feedback to refine your offerings and ensure you're meeting the needs and desires of your customer base.

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Benjamin James Collins

Director
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When my craft beer sales started to dip, turning to my customers for feedback was a game-changer. I connected with them through social media, quick surveys, and chats in the taproom. Their insights were eye-opening—some wanted more variety, others preferred lower alcohol options, and a few mentioned the need for eco-friendly packaging. By listening and adapting to their suggestions, I was able to tweak my offerings and better align with their needs. Customer feedback isn't just valuable; it's essential for staying relevant in a changing market.

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3 Marketing Revamp

It's essential to take a fresh look at your marketing efforts. Are you reaching your target audience effectively? Consider whether your branding resonates with current consumer preferences or if it's time for a rebrand. Evaluate your online presence; a robust social media strategy can be particularly effective for engaging with customers and creating a community around your brand. Also, explore partnerships with local businesses or events to increase visibility and tap into new customer segments.

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4 Diversify Offerings

Diversifying your product line can help capture new customers and re-engage existing ones. Consider introducing new beer styles or limited-edition brews to create excitement. Additionally, offering related products such as branded merchandise, home brewing kits, or even branching into cider or non-alcoholic options can provide alternative revenue streams. This approach can help mitigate risks associated with changing beer preferences and keep customers interested in what's next from your brewery.

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5 Cost Management

In times of declining sales, managing your costs becomes even more crucial. Review your supply chain for potential savings, optimize brewing schedules to reduce waste, and consider energy-efficient upgrades to lower utility bills. Streamlining operations can help you maintain profitability while you work on boosting sales. Remember, cost management should be balanced with maintaining the quality of your beer, as this is what built your customer base initially.

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Benjamin James Collins

Director
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When my craft beer sales started to dip, managing costs became a top priority. I reviewed my supply chain to find potential savings, optimized brewing schedules to minimize waste, and invested in energy-efficient upgrades to cut utility bills. These steps helped me maintain profitability while I focused on increasing sales. However, I made sure that cost-cutting never compromised the quality of my beer, as that's what kept my customers coming back. Balancing cost management with quality is key to weathering tough times without losing your loyal customer base.

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6 Community Engagement

Finally, strengthening your ties with the local community can lead to increased loyalty and sales. Host events, support local causes, or collaborate with neighborhood businesses to enhance your local presence. Building a strong community connection can turn local patrons into brand ambassadors who spread the word about your brewery far and wide. Remember, a strong local following can be the bedrock of your business, providing a stable source of revenue as you adapt to broader market changes.

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Your craft beer sales are declining. How do you adapt to changing market demands?

1

2

3

4

5

6

1 Analyze Trends

2 Customer Feedback

3 Marketing Revamp

4 Diversify Offerings

5 Cost Management

6 Community Engagement

Small Business

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Your craft beer sales are declining. How do you adapt to changing market demands?

1

2

3

4

5

6

1 Analyze Trends

2 Customer Feedback

3 Marketing Revamp

4 Diversify Offerings

5 Cost Management

6 Community Engagement

Small Business

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