Instagram for Breweries & Craft Beer [Marketing Guide]

Ahh, beer.

Is there something extra stress-free than opening a refreshing beer after a protracted day? Any subject extra amusing than evaluating favourite craft brews together with your beer-loving mates? Any tour extra easygoing than an afternoon-turned-evening in a vibrant brewery?

Anybody who kneels on the altar of craft beer is aware of how singularly pleasant breweries are, whether or not you’re strolling into one or seeing their photographs pop up in your Instagram feed.

Breweries have the makings of improbable Instagram accounts – their primary product (beer, obvi) is crazy-photogenic. Breweries are simply as Insta-worthy, too, particularly if they’ve distinctive menus or structure, or in the event that they host occasions, give away swag, place their pets subsequent to bottles of beer on the seashore, and so forth.

houston hazier ipa craft beer can in front of graffiti by josh olalde


On this article, we’ll go over quite a lot of methods breweries can use Instagram to draw prospects, and we’ll present you examples from the perfect brewery Instagram accounts. Most of the following pointers will be adopted by companies of all types, too. In case your model has an analogous aesthetic to breweries, shares the identical viewers or is able to creating content material that’s simply as interesting, you’ll get lots out of this text.

Craft beer is a leisurely, enjoyable, spirited trade, and it’s rising – there are greater than 7,000 craft breweries within the U.S. proper now, and manufacturing elevated by 4% in 2018. That signifies that craft beer social media advertising and marketing is sizzling in the meanwhile. Make certain your Instagram account is as participating, entertaining and growth-oriented as attainable with the following pointers.


13 Artful Social Media Advertising Ideas for Breweries


[Tip #1] Take part in Trending Occasions and Nationwide Days

A number of the greatest beer promotions present help for a trending occasion, like Brooklyn Brewery did for WorldPride (even their emblem is themed):

brooklyn brewery instagram marketing

That is about extra than simply creating content material round a subject. It’s about exhibiting your prospects what your small business stands for and by really getting concerned as an alternative of simply making a graphic and utilizing a hashtag.

If there isn’t something to get on board with proper now, nationwide days are the simplest to rejoice:

stab beer brewery instagram marketing


Simply guarantee that the nationwide day you’re celebrating someway connects to your small business – if it’s an excessive amount of of a stretch, it’ll look compelled.


[Tip #2] Promote Weekly Occasions

Weekly Instagram-only happenings aren’t as enjoyable as precise, in-house happenings that you simply put up to Instagram on a recurring schedule.

TBT? Advantageous. TBT the place the brewers costume like blasts from the previous? A lot better.

Weekly occasions which are showcased on Instagram create pleasure and audiences each in-house and on-line. 

Underground Espresso and Ales (a brewpub, FYI, not a brewery) does this properly with their Tuesday night time trivia. Every put up is totally different when it comes to graphics, however they put up constantly and at all times have the textual content data specified by the identical method:

underground coffee and ales instagram marketing

underground coffee and ales funny instagram marketing


Don’t do what Clemson Bros. does, although – they’ve this “Tuesdays” put up of their feed a number of occasions, however the caption solely offers data about their each day hours. And there’s nothing particular to or thrilling about Tuesdays. I don’t get it.

clemson brewing tuesday instagram post



[Tip #3] Enchantment To Foodies

What goes with beer? Meals! 

Whether or not your brewery serves meals or not, the 2 are a match made in heaven. People who find themselves into craft beer are additionally most likely into scrumptious meals, so recipes, pairings and plain ol’ good eats have a spot in your Instagram content material.

Dogfish Head does an ideal job at making you crave all the pieces from ice cream to cheese-and-cracker boards:

dogfish head food and beer instagram post

Listed below are some concepts for food-related posts:

  • Beer-and-food pairings
  • Dishes from native eateries you’ve teamed up with for an occasion
  • Meals you serve within the brewery
  • Components displayed subsequent to the beer
  • Recipes utilizing your brews
  • Person-generated content material that reveals how your beer is a part of their meal

Bonus in case your food-centric, beer-inclusive put up can embrace one other native firm and be well timed:

allagash brewing food and beer instagram marketing post

Or if it options pie:

deshutes brewery beer and pie paring chart instagram marketing post



[Tip #4] Characteristic Your Retail Merchandise

Folks go to breweries for various causes, and generally these causes lengthen past the beer itself. Selecting up customized glasses, tees or different branded retail objects is a draw for lots of brewery-goers, so it pays to characteristic your items on Instagram.

bells brewery product marketing instagram post


Montauk Brewing does this, too, however with limited-time retail objects, which have a fair higher likelihood of getting folks within the door:

montauk brew company product marketing instagram post



[Tip #5] Go Behind the Scenes

Some folks do need to see how the sausage is made … or the beer is brewed. You get it. Take your followers behind the scenes to indicate them the way you make such unimaginable beer and what’s coming quickly.

firestone walker brewery behind the scenes instagram post



[Tip #6] Take Benefit of Your Setting

Even when your brewery caters to brewpubs, eating places and customers throughout the globe, you’re nonetheless primarily based someplace, and that “someplace” has one thing to supply. A number of the most fascinating and enticing digital advertising and marketing for breweries pays homage to their locale.

Allagash Brewing does an ideal job at tapping into what’s native. They’re positioned in Portland, Maine, and their posts usually characteristic the panorama:

allagash brewing scenery instagram marketing post

Additionally they crew up with different native organizations for initiatives and occasions:

allagash brewing maine ocean instagram post


My favourite instance of a brewery utilizing its location is Montauk Brewing. So lots of their posts are beach-themed, which simply occurs to go completely with an ice chilly can of beer:

montauk brewing company beer and beach instagram post

I imply, inform me you don’t need a type of. Or all three of these.


[Tip #7] Have Some Enjoyable. You Promote Beer, After All

Only a few beer manufacturers are stuffy and uptight. One of the best brewery Instagram accounts benefit from the truth that they’re in probably the most enjoyable, youthful industries on the market.

sierra nevada brewery instagram marketing post


Even when you don’t have your brewers backflipping off kegs (although you need to, as a result of everybody would need to watch that), you possibly can nonetheless create lighthearted posts:

southern tier brewing company instagram marketing post

Additionally, try how Stone Brewing poked enjoyable at non-beer alcohol with their video for tips on how to make the good mint julep.


[Tip #8] Publish An Assortment of Content material

Relating to craft beer social media advertising and marketing, it’s a must to stroll the road between giving audiences what they arrive for – setting and assembly expectations – and mixing up your content material to maintain it from getting boring.

In the event you usually put up about your brewery and you then throw in photographs of your property renovation, you’re going to confuse and lose your followers. However mixing up the brewery-centric content material you put up retains issues contemporary.

The Brewery on the CIA does this properly, and also you additionally really feel such as you acquire perception into what goes on behind the scenes by following their account:

the brewery at via instagram feed



[Tip #9] Don’t Neglect Instagram Tales

Instagram Tales is the proper outlet for content material that doesn’t fairly match properly in your common feed, making it splendid for a few of your greatest beer promotions:

  • Something that you simply need to add an exterior hyperlink to (you probably have 10,000 followers or are a verified consumer).
  • Contests, occasions or different varieties of info that requires a number of posts to speak about.
  • Freebies and giveaways which are simply in your Tales viewers.
  • Time-sensitive info that’s going to run out quickly, particularly when you don’t need prospects to have entry to the knowledge afterward. 

stbc beer instagram stories giveaway post


Don’t overlook to clarify what the Story is about, although. This put up from Peekskill Brewery has left the story out of their Story!

peekskill brewery instagram stories post





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[Tip #10] Preserve It On-Model

Even diversified content material will be unified with branding. Put your emblem in your posts, use the identical colours or colour schemes in your content material, and at all times go for a similar font and textual content measurement in your Tales. 

Brooklyn Brewery’s posts are at all times colourful, and whereas they don’t use the identical colour scheme across-the-board (although shades of blue present up loads), it’s nonetheless quintessentially them:

brooklyn brewery cohesive instagram feed


Ommegang does this properly, too, in a extra subdued method – they’ve experimented with a number of kinds, however the one which’s used most is staged, moody and warmly lit.

omme gang brewery instagram wall

You may as well create a number of varieties of branding for the totally different content material you put up. For instance, you probably have a weekly occasion, you should utilize the identical structure each time you put up about it – possibly you employ only one colour out of your emblem and put the textual content in all caps. Then, if you share photos of your beer, you possibly can at all times use the identical sort of lighting or filter.

As your followers get used to the branding you employ for sure varieties of content material, they’ll mechanically cease once they get to a put up fashion they acknowledge.

Concentrate on over-branding, although. Different Half Brewing has cool cans, however their feed is so overrun with them that it’s boring:

other half nyc instagram feed



[Tip #11] Join With Influencers

Whether or not you join with native, foodie or beer-specific influencers, breweries can unfold the phrase by means of influencer advertising and marketing.

Offended Orchard teamed up with Houston-based foodie influencer @hangryhoustonian for this promo throughout the Kentucky Derby:

angry orchard instagram influencer marketing


Portland-based brewery reviewer @pdxbeergirl has an account that’s micro-focused on beer and occasions:

portland brewery instagram influencer marketing

Craft beer crosses a number of genres, so that you’re not pigeonholed in the case of selecting influencers. You possibly can attain out to native, area of interest or way of life influencers to advertise your merchandise.


[Tip #12] Share Viewers-Created Content material

Breweries are a spot of enjoyable and mates, and when folks collect there they usually snap photographs and share them on-line. Let your viewers do a few of your advertising and marketing for you by re-sharing their posts, particularly when these posts present an extra-awesome or distinctive side of your brewery.

audience created content instagram marketing angry orchard post



[Tip #13] Use Superior Images

One last item: use actually, actually good images. Instagram is visible, as you understand – at its core, it’s designed for images. Plus, few issues are as photogenic as a chilly beer. Use that to your benefit.

photography based instagram marketing post by angry orchard



Use “Lager” Than Life Advertising For Your Brewery

For beer-lovers, ingesting craft beer or heading to a brewery is an occasion. It’s the grownup model of going to an amusement park – the principle aim, the one aim, is to take pleasure in your self. 

Dos Equis Guy Thumbs Up

Breweries ought to ship that message by means of Instagram as usually as attainable. 

You’re not simply exhibiting off your newest concoction; you’re evoking the happiness and pleasure your prospects get once they go to your brewery or crack open a can of your beer.

The expertise contains the beer itself, but it surely goes past that, too. Your followers will embrace all the pieces about your brewery – the components you employ, the setting, the design of your cans, the emblem you employ (go to our mates at Logaster for assist designing a emblem), the individuals who give you the results you want, even what you do on the weekends. Consider your beer as one piece of the better “good life” puzzle, after which present snippets of that puzzle in your Instagram account.

What’s your favourite brewery on Instagram, and the way do they at all times handle to catch your eye (or style buds)?


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