Essential to any business, a website is the fundamental source for guilds to communicate with membership and the public about association activities, the importance of the state's beer industry to the local economy, advertise sponsorship from associate members, promote members' beers and breweries to beer lovers within and from outside your state.
You can see the excellent websites of other guilds on our Find a Guild page.
Facebook/Twitter/etc. helps announce events, solicit need for legislative support, receive member feedback, etc.
The BA continues to update the BA Media database which contains thousands of beer, food, wine and business media contacts. An annual version of the database is available to guilds and brewery members. Guilds can utilize this list to spread their message and build relationships with local journalists. Visit the Media List Request Form page in the Members-Only section to learn more.
Creating a statewide presence through print material - brewery trail maps are a great example. Read CraftBeer.com's story America's Craft Beer Trails.
Guild gear: Merchandise such as shirts, hats, mugs, etc. Check out Michigan's Guild Store.
Brand standards: When promoting a state’s beer and its breweries, a guild’s logo comes to be recognized as a trusted representation of an important local association. Guilds and supporting member breweries build the brand by placing it on festival banners, case packs, and other promotional materials. The logo helps breweries to identify their beer as made locally, creating local jobs, and supporting the state’s economy.
Washington has made an outstanding guide for utilizing their Washington Beer Commission logo: the Washington Beer Brand Standards Guide.
From Eric Radovich, WA Beer Commission Executive Director: “With it, we hope to make it easier for each of you [member breweries] to promote your product as a Washington-made beer, attracting customers who value buying local, as well as building awareness of the high quality ingredients, taste and production standards of our state's great breweries.”
The Washington Beer Brand Standards Guide was created to help state breweries most effectively use the Washington Beer logo, determine best colors and fonts for their materials, and keep consistent usage of the Washington Beer brand with all participating breweries.
Washington has generously allowed us to post this guide for other guilds to reference as a template:
Share the successes and challenges of your state's brewing community with a wide-ranging audience.
Checkout these guild blogs:
- Michigan: mbgmash.org
- California: californiacraftbeer.com/blog
- Oregon: oregonbeer.org/blog
- Colorado: coloradobeer.org/cbg-blog
State, City, and National Beer Weeks
Has your state declared by proclamation a state craft beer week? This is often a great project that guilds can work on to develop trust and build relationships within the association.
Check out the Governor of New Jersey's proclamation, a successful intiative headed by the Garden State Craft Brewers Guild:
By intiative of the California Craft Brewers Association, the California state Senate voted unanimously to pass SCR 66, a resolution introduced by Senator Corbett to declare February as “California Craft Beer Month.”
Great America Beer Festival® Support Your Local Brewery Guilds Pavilion
A promotional and educational opportunity for guilds to bring information on the state guild, state beer trail maps, and most importantly, member brewery beers not otherwise available on the festival floor, to thousands of beer enthusiasts. An immense opportunity for very small and resource-challenged breweries that can't make it to the festival with their own booth.
Last year, at the 2012 GABF, we had 16 guilds participating, with over 215+ unique beers being poured at the Great American Beer Festival Support Your Local Brewery Pavilion.
From Brian Butenschoen, Executive Director of the Oregon Brewers Guild:
"For the Oregon Brewers Guild it’s a huge marketing opportunity for us – it's a chance for our brewers to talk about what brewers are doing in Oregon. We have a takeaway map/brochure that people can leave with that has two pages of events that can help people decide when they want to visit Oregon.
Theres not many times you can get info out to 50,000 craft beer lovers about what your state's breweries are doing. Because we are at the GABF we now have permanent GABF webpage at oregonbeer.org/gabf/ where we have a listing of participating breweries, medal results and photos and videos of past medal winners.
Having a booth at the GABF is also a benefit of membership brewery members –for participating breweries it's another beer they can pour that's not at their booth, another chance to talk to consumers. We have 7 breweries that sell beer in Denver that are all Guild members so it's another way to give back to the breweries that support the Guild."