Branding for Breweries - Strategies to Grow Brewery Brands and Sales

Getting your beer into supermarkets sounds like the dream, but for most breweries, it’s where the nightmare begins. In this episode, Tim Weaver, The Brand Weaver, chats with Ben Penrose , founder of Striqe and co-author of We Are Beer’s ‘Future of Craft Beer’ report. Together they unpack what grocery buyers really want, why most breweries get it wrong, and how to turn your next pitch into a real o...

Want your brewery featured on TV or in national press, not just beer blogs? 📺📰 In this episode, I’m joined by PR powerhouse Sarah Warman (ex-BrewDog, now global drinks consultant) to break down how breweries can win mainstream media attention and use it to grow their brand. You’ll discover: – How to create PR ideas that catch attention– The right way to build relationships with journalists– How...

Most breweries focus only on drinkers. But the real decision-makers? They’re often the gatekeepers who decide if your beer ever reaches a glass. 🍺🔑 In this bonus live episode, recorded for the On a Plate Growth community, I share why breweries must look beyond consumers and start tailoring their branding, messaging, and strategy to the people who control access to their market. You’ll learn: – W...

Think PR is just for big breweries? Think again. 📢🍺 PR is one of the most powerful tools indie breweries can use to build awareness, trust, and sales—without huge budgets. In this episode, I’m joined by global PR consultant AilsaCargill , who has worked with drinks brands worldwide, to break down what PR really means, why breweries need it, and how to start building visibility that lasts. You’ll...

Sampling isn’t just a giveaway, it’s a growth lever. 🍻 In this episode, I sit down with Richard Lloyd Williams from Flavou Sampling to share a proven playbook for breweries that want to turn tasters into paying customers. We cover: – Live, in-home, and digital sampling explained– How to target key moments (like train-to-festival or trim-to-pub)– Messaging that works in venues to drive trial– Why...

What happens when a brewery goes all-in on lager? 🍺 In this episode, Gavin Litton joins me to unpack how Pillars Brewery became a lager specialist with serious commercial bite. From brand clarity to taproom growth, discover the bold moves that helped them stand out and sell more pints. We cover: – Why “drinkability” can be a winning brand strategy– The simple hiring rule that levels up your team–...

Think making great beer is enough to grow your brewery? Think again. In this episode of Branding for Breweries , Tim Weaver chats with James from Brand Hackers about how breweries can stand out, attract loyal customers, and sell more beer in a crowded market. You’ll discover: – How to find what truly makes your brewery different – Why knowing your customer is your strongest marketing tool – Proven...

What happens when you send your beer to 80 content creators? 🍺📲 Brew 61 took the plunge, nearly 1,000 bottles shipped to influencers across the UK. The aim? Boost brand awareness and win over new drinkers. The results? Big spikes in views, a bump in sales, and valuable lessons for breweries thinking about doing the same. In this episode, Tim from Brew 61 joins Tim the Brand Weaver to share: – Wh...

Want to grow your brewery beyond borders—without blowing your budget? 🌍🍻 In this episode, I chat with Simon Williams from Let’s Market , who helped Slovenian brewery Green Gold successfully launch in the UK. We break down how UK breweries can export into Europe and build global awareness without the usual headaches. You’ll discover: – How to plan and launch in new markets– What logistics nightma...

How do you build a cult beer brand by doing everything differently? Just ask Mash Gang . 😈🍻 In this episode, I chat with Jordan Childs , founder of the rule-breaking, alcohol-free brand that turned chaos into community and built a following by being proudly weird, bold, and unapologetically itself. We cover: – How Mash Gang went from pandemic side project to cult sensation – Why niching hard bui...

How do you turn pub passion into a media brand with 180k+ followers? Thomas J. Vosper did just that. 🍻📚 In this episode, I’m joined by the creator of @historicpubcrawls to unpack how he built a loyal audience around beer, books, and bold content—without chasing trends or going viral for the sake of it. We cover: – How to grow a brand without gimmicks – Why Instagram beats TikTok for booze brands...

Want to stand out like the big players, without their budget? This episode shows you how. 💡🍻 Alice Salisbury ( Informed Consulting Co ) has advised giants like Diageo and AB InBev and now she’s sharing what indie breweries can borrow, adapt, and own to grow fast with smarter storytelling and sharper comms. We cover: – A better way to pitch to bars and bottle shops – Why “authenticity” isn’t enou...

Think Untappd is just for ratings? Smart breweries are turning it into a serious sales tool. 📱🍻 In this episode, I chat with Tom from Untappd to reveal how breweries are using the platform to plan releases, boost taproom traffic, and build loyalty. We cover: – How to use Untappd data to plan better beer launches – Why claiming your brewery page is a no-brainer – Taproom tools that increase check...

Peach lager. Mango pale. Raspberry radler. Fruity beers are everywhere in 2025, and buyers are taking notice. 🍑🍻 This week, beer buyer Nathan Morrow (Venus / Tesco/ Booker Group) returns to share why flavour-first brews are dominating the taps, and what breweries should be planning next. We cover: – Why moderation and bold flavour are driving sales – What beer styles actually work commercially –...

Can one brewery do it all? Jeremy Pryes says no, and that’s why he launched Idyll Forest alongside Pryes Brewing . 🍒🍻 In this episode, we explore how Jeremy built two totally different beer brands to serve two distinct audiences, one consistent and reliable, the other wild, funky, and flavour-first. We cover: – The world of lambic, bottle conditioning, and terroir-driven brewing – Why Idyll Fore...

What happens when your love of retro gaming becomes the heart of a beer brand? 🎮🍻 In this episode, I chat with Andy Parker, founder of Elusive Brewing , about how 8-bit pixel art, video game nostalgia, and community connection turned a small brewery into a cult favourite in the UK beer scene. We explore: – How to turn a passion project into a powerful brand – Why Elusive’s artwork drives both en...

Can cask beer stay classic and connect with a new generation of drinkers? Absolutely, if you get the branding right. 🍺✨ In this episode, I chat with brewery marketing consultant Harriet Kelly (Northern Monk, Brewgooder, Salt, Ossett) about how to reposition cask beer without losing its soul. We explore: – How to attract younger drinkers without alienating loyal fans – Rebranding strategies that...

Is your brewery’s website quietly costing you sales? It’s more common than you think. 🖥️📩 In this episode, I’m joined by Ben Walton, founder of On a Plate Growth, to break down how breweries can improve their website, email flows, and digital sales strategy with fast, real-world fixes. We cover: – The top website mistakes breweries make (and how to fix them) – How to treat your webshop like a phy...

What really happens when your indie brewery joins forces with a global beer giant? 🍺🤝🌍 In this episode, I’m joined by Jez Galaun, co-founder of Brixton Brewery , to talk about the journey from under-the-arches startup to joining the Heineken family, without losing sight of brand integrity. We cover: – The story behind Brixton’s partnership with Heineken – What changed (and what stayed the same)...

Want more locals in your taproom, without paid ads or social media headaches? This episode is for you. 🧠📍 I’m joined by marketing strategist Madeline McMahon to break down smart, scrappy ways breweries can grow footfall using community-first tactics and overlooked tools. We cover: – Community marketing moves that actually work – How your Chamber of Commerce can drive real sales – What most brewe...

Why are more drinkers choosing taprooms over traditional pubs? It’s not just about the beer. 🍻🏠 In this episode, I’m joined by Laura Emson, taproom inclusivity consultant, CAMRA exec, and Women on Tap board member, to explore how taprooms are redefining hospitality, inclusivity, and customer experience. We cover: – What makes taprooms feel more welcoming than pubs – Small layout changes that mak...

Social media won’t save your brewery. But owned media just might. 📧📲 In this episode, I chat with Chris Overlay from Get Hoptimized, a beer-focused marketing agency, about why email, SMS, and loyalty tools should be your marketing MVPs. We dig into: – What owned media really is (and why it beats social) – How to grow your mailing list without annoying your audience – Real tactics that build loya...

Brewing great beer is easy. Building a brand that sells it? That’s the real challenge. 🍻💡 In this episode, I’m joined by Amanda Bruns, founder of Ale Advised, to help you turn passion into profit by thinking like a brand. We dive into: – Why passion alone won’t pay the bills – Why brand voice matters more than visuals – How to turn your staff into your best storytellers – What to do if you hate...

Feel like your brewery’s marketing is reactive, inconsistent, or just chaotic? You’re not alone, and there’s a better way. 🧠🍺 In this episode, I’m joined by Warren Bondi, co-founder of Beer Marketeers , to reveal the systems, tools, and strategies that help breweries streamline their marketing and sell more beer. We cover: – The #1 reason brewery marketing fails (and how to fix it) – “Bare bones...

The LoNo beer market is booming, but are breweries keeping up? 🍻🚫 In this episode, I’m joined by Ben Gibbs, aka Sober Boozer’s Club, to explore how indie breweries can better connect with the fast-growing alcohol-free market and meet the expectations of today’s sober-curious drinkers. We cover: – Why alcohol-free beer is growing, but still misunderstood – What drinkers actually want from LoNo be...