Magical brewery p’s

I’ve been chatting with loads of breweries lately and found a brand new hobby… scrolling through their Instagram and Facebook channels…. yay!

What I’m seeing is a lot of the same: events coming up, new beers being released, and… that’s about it.

It’s a bit of a repetitive cycle—event, beer, beer, event, event, beer, beer.

And while there’s nothing wrong with that (well there is something wrong with that, i’ll get onto that later!), it’s a real shame because when I actually talk to these brewery owners, they have so much more to offer.

They can wax lyrical about what makes their brewery unique, but you’d never know it from their social media. Often, even their websites don’t reflect it. That’s where my brand new 4P’s framework comes in (insert fancy trumpet noises here!). It’s a simple way to create a well-rounded and effective social media channel that shows off everything that makes your brewery special. So let’s check it out…

Product

This one’s obvious and something breweries are already nailing. What beers do you have out at the moment? What’s coming up? Talk about the history, what goes into your beers, and what makes them lovely. Promote the bumbum off your beers!

Place

Again, most breweries have this covered. What’s going on at the taproom? What events are coming up? Are there any members’ days, clubs, or VIP experiences? Share what’s happening not just before and during the events, but also the results afterward.

People

Now, this is where many breweries fall short. People buy from people, especially in the brewery community. You generate trust and authenticity by showing the faces behind the brewery. Start bringing some of those faces into your social content. Introduce the brewer, the taproom team, and share what they love. Don’t just do the same old boring stuff—make it entertaining and engaging!

Purpose

This is the big one that’s often missing. Why are you doing this? Why did you start the brewery? What makes you different? What’s your story? What kind of experience can you deliver to your punters that no one else can? Sharing your purpose helps your audience connect with your brand on a deeper level.

So, there you have it—the 4Ps. If you aim to create one piece of content about each P every week, you’ll have a flying social channel in no time.

Whether you’re on Instagram, Facebook, TikTok, or wherever, covering these four Ps will give your content variety, attract a broader audience, and help spread the word about why your brewery is fantastic.