Dull and repetitive is the new money maker for breweries!
Here’s how something as dull and repetitive as a well-oiled process can be a total game-changer for your brewery—saving you time, money, and keeping your brand on point.
Earlier this week, I had a natter on LinkedIn about how important it is for breweries to have a streamlined process when rolling out new beers—whether it’s monthly, bi-weekly, or even weekly if you’re really smashing it. It’s not just about getting those brews sorted and out the door; you need a solid system that supports your marketing, sales, and branding too.
Let’s break it down into three key areas that could make your life a whole lot easier.
1. Visual Identity
First off, visual identity. You can create templates for your cans and clips so that each beer’s layout stays consistent—same typography, same placement, all that jazz. The only things that might change are the name, colour, or maybe a symbol, icon, texture, or pattern.
Over time, this gives you a strong, recognisable look. Everything’s the same size and in the same place, with just a few tweaks to keep things fresh. I was chatting with a client the other day about keeping the can colours consistent, rather than changing them with every release. It’s a great way to stand out on the shelf and make your products instantly recognisable.
Creating these templates isn’t rocket science. Printers usually have a template, and then it’s just about having a good relationship with a designer (takes a pause to wave manically at you, to make sure you remember I can do this!) or training someone in-house to make the updates each time.
2. Copy and Text
Next, let’s talk about the copy and text you’ll need for promotion. Of course, you’ll always have the basics: beer name, ABV, flavour description, and profile. But why not add a bit of story—both short form and long form?
You could even throw in pairing suggestions or scenarios where your beer really shines. Having a simple spreadsheet with all this info means you can copy, paste, and tweak for each new release. This makes it easy to update your cans, clips, emails, and even give your sales team something solid to work with.
3. Marketing and Promotions
Finally, your marketing and promotions. Set up templates for Instagram posts, stories, Facebook posts, email headers, and even flyers if you’re into print. All you’ll need to do is drag in the new artwork, update the name, and tweak the colours.
It doesn’t have to be a faff. With a good template, what might have taken hours can now be done in minutes. Once you’ve got this sorted, all the hard work—naming the beer, designing the can, getting the sales team clued up, writing the copy—turns into a smooth process that you can nail in half a day.
Imagine having that process locked down. You’ll save so much time you might actually start getting ahead of the game. Your sales team can be prepped with what’s coming up in the next 4-8 weeks, ready to get out there and start building buzz.
The Bottom Line
It doesn’t take loads of effort, but it does require a bit of upfront planning. Sit down, map out your approach, and if you’re releasing beers weekly, get a solid plan and set of templates in place. This will help you stay consistent, boost brand recognition, and save both time and money in the long run.
