Before you even think about brewing one drop of beer, you should
create a marketing strategy.
This should be part of your
business plan and requires you to know who your customer is and
what your channels of distribution are. Your marketing and branding
will say a lot about who you are and what kind of quality you stand
for.
Media Channels
Trying to navigate the communication sector to find the right
media channel can be a daunting task. Traditional channels are
disappearing and becoming less relevant for the new beer consumer.
Television and radio generally send a signal of success, but in
turn your consumer might feel as though you are too big for them.
You may not want to employ these mediums until quite some time in
the future. If your initial focus is your local market, take a look
at what unique, community-based marketing opportunities exist to
help generate word-of-mouth, such as sampling events, sponsorships
or advertising in smaller, local publications.
