Prioritizing the outside of the can.

I’m not sure if you’ve noticed - but craft beer is having a moment.

As corporate goliath's are taking over every industry, it seems as though beer is the exception. More micro-breweries, brewpubs, and craft beverage houses are popping up than ever before - in big cities and small towns - and loyal drinkers can’t seem to get enough. In fact - there are now more than 7,000 across Canada and the United States alone!

The beer landscape is a far cry from what it once was. Craft brewers are industry disruptors and have pushed the boundaries, revolutionizing beer culture. The way we’re approaching the game is rapidly changing, and the reality is - the way we need to treat beer drinkers is too.

This or That:

For decades, consumers had only a few criteria to decide which beer they would choose for the weekend. It might depend on what your local store had in stock. It might be whichever one is a few bucks cheaper. Oh, and sometimes, they might buy a box because it came with a free hat!

The decisions had so few variables that it created unwilling loyalty. I mean sure, there were a few types of beer, but the distinguishable difference between each lager or ale was minimal. Other than the name, there wasn’t really much that set apart the corporate giants from one another, which is why it would be so easy to just buy another 24 of the same stuff when you ran dry.

Eventually, consumers begun crave more options than the pale-yellow, fizzy brews they were used to - and it was out of this monopolized market that microbreweries started to emerge. Today, craft beer is a dominant part of the culture around North American leisure.

So why exactly has this happened?

Largely in part, to a huge shift in modern consumer culture over the last few decades. The past few years, we’ve seen a resurgence in small businesses and a trend towards local consumerism. People want an authentic, unique brand that speaks to them and their values.

Consequently, there is a rapidly growing number of drinkers who are prioritizing other factors over what they’ve always drunk. Craft beer enthusiasts have completely different criteria that encompass more variables than ever seen before. Beer drinkers are no longer restricted to a couple of brands that offer similar value. The variety and type of beer is typically the biggest deciding factor, but a can’s design will catch their eye, the name of the beer will grab their attention, and the availability of your beer can push a consumer to try your IPA over the one next to it. And don’t forget, now that we can order beer right to our door, they are no longer limited to what’s in stock at their local liquor store.

Standing out in a field of many

The popularity of craft beer is a double-edged sword. Sure, there is an increasing number of people interested in broadening the horizons of their palette, but it also means that there is more competition than ever before.

It’s no longer enough to be the new guys on the block. Everyone is bringing “hip” and “edgy” creations to the forefront, but without a solid brand - how will people feel a connection to you, and a desire to try what may be their next favourite brew?

Investing a little time and money into what’s “outside the can” (a.k.a the variables we just discussed) will help your business get noticed. It doesn’t need to be daunting! Craft beer enthusiasts care about who you are, so take the time to figure out how exactly you’re going to show them. You don’t need to have a huge budget or need to take years to develop the strategy. Setting out a clear creative direction and a few milestones will help your brewery’s recognition in the long run.

Sure, there will always be the college frat boys and BBQ dads that will stick to their classic beers, but the new generation of beer-drinkers are here. Showing customers who you are, your values, and your “vibe” will help them distinguish what you’re all about.