Who I work with · Food and drink

Marketing for breweries.

People pick a brewery the same afternoon. They check what is pouring, whether there is food, and if the kids or the dog can come. Most taproom marketing skips those answers.

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How the work actually comes in

The honest version.

A brewery gets found two ways. Beer people track releases and tap lists and will drive for the right can. Everyone else is planning an afternoon: somewhere to sit outside, maybe trivia, a food truck, a place that welcomes the dog. Both groups check the same places, Google, Instagram and the website, and both leave if the answer they need is not there.

The details change constantly. A new beer goes on tap, another kicks, the food truck changes nightly, a release sells out by mid-afternoon. A taproom that keeps its tap list, events calendar and hours current earns trust. One that shows last month's lineup sends people to a place they were not expecting, or nowhere at all.

By the numbers. Census County Business Patterns, 2023 counts 13 businesses classified as breweries in Plymouth County, 9 in Bristol County, 9 in Norfolk County, 7 in Barnstable County, 18 in Worcester County, 28 in Rhode Island and 59 in New Hampshire, so the taproom down the road is often your most direct competition for a Saturday afternoon. Source: U.S. Census Bureau, County Business Patterns 2023. Counts cover businesses with paid employees.

Where the work leaks

Your Receipt, breweries.

SICC MEDIA

Customer copy

Receipt #4386FB · BREWERIES

01
A tap list that is weeks out of date
LEAKING
The website lists beers that kicked weeks ago, and the new release only exists in a story. People who drive over for a specific beer and find it gone remember that. Keep one tap list current and link everything else to it.
02
Events buried in a feed
LEAKING
Trivia, live music, run clubs, food truck nights. When those only exist as scattered posts, nobody can plan around them. A simple events page and a weekly calendar post turn the taproom from an option into a plan.
03
Who is welcome, unanswered
LEAKING
Families, dogs, groups, private parties. People ask before they come. If the answers are missing from Google, the website and your social bios, they pick a place where the answer is obvious, or they call and nobody picks up during the rush.
04
The food truck schedule nobody can find
LEAKING
Plenty of taprooms rely on partner trucks for food. If tonight's truck is not posted where customers look, people assume there is no food and choose somewhere else. Partner trucks want the promotion too, so share the schedule both ways.

This is the general version

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The leak that costs the most

You missed the call. Now what?

One missed call. Two endings.

2:14 PMYou are mid brew day. The phone rings. You cannot get to it.
2:14 PMThey hit voicemail and hang up without leaving a message.
2:15 PMThey tap the next name on Google.
6:40 PMYou see the missed call. You call back. No answer.
The private event went to whoever picked up.

An example of how it plays out, not a real customer. The text-back is part of automation for breweries.

Timing

The year, for breweries.

Summer is patio season and the busiest stretch for most New England taprooms. Fall brings seasonal releases and big weekend crowds. Winter slows foot traffic, which is when events, indoor programming, gift cards and merch carry the taproom, and when private parties fill weeknights. Plan releases and events a season ahead, and promote them before people decide where to go, not on the day.

Where I would start

Local SEO for Breweries

Fix what people see when they search your name: hours, the tap list link, events, food, and whether kids and dogs are welcome. Your Google profile and website have to agree and stay current. Every release and event you promote after that lands on something people can trust.

See the plan →

Everything I do

Ten services, written for breweries.

Or skip straight to your problem

I run My business and I keep losing jobs to My problem

The list is not everything. Not on it? Pick “a business not listed,” or run the free Receipt. It works for any business.

Service 01Branding for Breweries

A brewery's brand has to survive a new can label every few weeks.

Service 02Websites for Breweries

A brewery site answers the same questions every day: what is pouring, what is happening, is there food, can I bring the dog.

Service 03Marketing Planning for Breweries

Taproom, releases, events, distribution, merch, private parties.

Service 04Social Media Management for Breweries

Brewery followers are checking for three things: what is new on tap, what is happening this week, and what food is there tonight.

Service 05Content Design for Breweries

You run your own social.

Service 06Shopify for Breweries

Merch and gift cards are the easy part of a brewery store.

Service 07Automation for Breweries

The taproom is busy and the admin piles up: private event inquiries, mug club renewals, release lists.

Service 08Voice Agents for Breweries

Taproom phones ring with the same few questions all day.

Service 09Local SEO for Breweries

People search for breweries near them, then choose on the photos, the hours, the reviews and whether there is food.

Service 10Paid Ads for Breweries

Alcohol ads come with platform rules, and ads only work when the page behind them is ready.

Questions

What breweries ask first.

Are there rules about advertising alcohol?

Yes. Ad platforms have their own alcohol policies, including limits on who can be targeted, and state alcohol regulators have rules on how drinks can be promoted. I am not a lawyer, so I check each platform's current policy before running anything and recommend you confirm promotions with your licensing contact or attorney. Your marketing has to stay inside both.

How do I market a release day?

Announce it early enough for people to plan, with the beer, the time, any limits and whether food will be there. Put it on your site and Google first, then social. On the day, post updates as stock changes, including when it sells out. Nothing sours a customer like driving over for a beer that sold out an hour before anyone said so.

Should we sell merch and gift cards online?

If people ask for them, yes, and especially before the holidays. Merch and gift cards are simple to sell online, and they keep the brand in front of people through the slow months. Keep the shop simple and link it from the site, your social bios and your Google profile.

Where they are

Towns with the most breweries.

Pawtucket, RI · 4Plymouth, MA · 3Abington, MABridgewater, MABrockton, MACarver, MADuxbury, MAEast Bridgewater, MAHalifax, MAHanover, MA

Business counts by town, Census category "Breweries". Source: U.S. Census Bureau, ZIP Code Business Patterns 2023.

Close neighbors

Other food and drink businesses I write for.

RestaurantsFood trucksBakeriesCoffee shops and cafesCaterers

Start here

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