Marketing Tools

The Brewers Association's Craft Beer Program works hard to share the stories of American craft brewers through media relations and member programs. In addition, the program encourages members to participate in BA efforts that help craft brewers share their story with beer beginners, beer enthusiasts, homebrewers and the media. Please keep these programs and efforts in mind.

Leveraging National Craft Beer Celebrations and Holidays

A key element in gaining media coverage for any company or product is finding an appropriate and timely news hook, such as national events or holidays. The following outlines tips and suggestions for how to take advantage of American Craft Beer Week, SAVOR, and Father's Day.

Promote Your Company By Leveraging National Craft Beer Celebrations and Holidays

All-Year-Long Programs & Projects

Media Relations – The Craft Beer Program and Brewers Association Division interacts with hundreds of journalists each year. Recent media outlets we’ve communicated with include: CNN, Culture Magazine, Food & Wine Magazine, FOX News, Men’s Journal Magazine , Martha Stewart Living Radio (Sirius/XM), The Boston Globe, The Food Network, The Los Angeles Times, The Washington Post, U.S. News & World Report, National Public Radio, Wine Enthusiast, Wall Street Journal and numerous other newspaper, magazine, radio or TV News outlets.
Press Releases – The Brewers Association sends out multiple press releases each year. Members can tie into these releases by also sending out their own information with a local spin on the national story.
On-and Off-Premise Sell Sheet – These documents, available for free to BA members, highlight the strength of craft beer sales in the marketplace and are tools which can be used when selling to retailers and restaurants.
Brewery Member Media List Program – The Brewers Association continues to update the BA Media database which contains thousands of beer, food, wine and business media. An annual version of the database is available to brewery members. Complete the Media List Request Form to apply for your list today.
AHA Membership Rallies – These rallies are held at BA member breweries across the US, and have proven to attract both support for the American Homebrewers Association and the local brewery that hosts them.
Pub Discount Program – Open to BA Member breweries, this program that offers discounts on beer, food and/or merchandise to AHA memberships. This program drives AHA members toward your brewery.

2nd Quarter

Big Brew Day – Each year on the first Saturday in May, thousands of homebrewers around the world unite to celebrate National Homebrew Day. The same homebrew recipe is brewed and a toast is raised simultaneously at Noon Central Time. Breweries can easily tie into Big Brew by creating yet another location participating in this national effort.
American Craft Beer Week – Hosted each May, a record 212 brewery members posted events and their recognition of the week along with more than 500 individual events in 2009. More than 10,000 fans signed the Declaration of Beer Independence (PDF file) on Facebook with even more people signing individual posters in person, across the US. If you are a craft brewer you should plan to participate in this national event. The 2010 celebration will be held May 17-23.
SAVOR: an American Craft Beer & Food Experience – Right out of the gates SAVOR became the premiere beer and food pairing event in the US. In 2009, 68 small and independent craft brewers personally served and paired some of their finest to a sold out crowd of over 1,700 people with more than 70 media in attendance.

3rd Quarter

Great American Beer Festival℠ – More than 100 media representatives attend America’s most prestigious beer festival and competition. The Craft Beer Program organizes a strategic craft beer and food pairing luncheon for media. Public relations efforts from the Craft Beer Program utilizes the festival as a powerful vehicle to help spread the word about craft brewers and the Brewers Association.
Great American Beer Festival Pro-Am Competition – A crowd favorite at the GABF in which amateur homebrewers compete against each other with award-winning recipes they have produced in collaboration with a professional brewery.

4th Quarter

Teach A Friend To Homebrew Day – Each year on the first Saturday in November, homebrewers around the world are encouraged to invite non-brewing and brewing friends and family to celebrate Teach a Friend to Homebrew Day and brew a batch of beer together. Breweries can easily leverage the program to generate excitement for your brewery, and at the same time attract interest in the hobby of homebrewing.