Are you brewing for everyone?

Let me Ask you a Quick Question… Are you chasing everyone?

Because if you are… there’s a good chance you’re getting owned by no one.

DUN… DUN….. DUN!!!!

This is one of the most common things I hear when I ask breweries a simple question:

Who are you brewing for?

• Who do you want walking into your taproom?

• Who do you want finding you online?

• Who do you want picking you up in a shop?

And the answer, nine times out of ten, is:

Everyone. We make beer for everyone.

On the surface, I get it.

More people drinking your beer equals more money, right?
Bigger audience, bigger upside.

Lovely theory.

But here’s the kicker…

There are billions of people on this planet.
You are not brewing for all of them.

And even if we keep it sensible:

Most of the time you are not selling to everyone in the country
You are not reaching everyone online.
You are not on every bar.
You are not in every shop.

So “everyone” isn’t a target market.

It’s a crazy ambition with a lack of clarity… or even better consider it your ‘comfort blanket’.

Because once you say “everyone” you can but your feet up, consider it ‘job done’ and avoid the harder question:

Who are we actually for?

The struggle is the moment you try to market to “everyone”, your marketing gets wide, boring, and forgettable.

You end up doing the classic:

A nice beer photo
A few tasting notes
A bit of “crafted with passion”
Maybe the odd event post

Which is fine.

But it doesn’t pull anyone in.

Because it’s not aimed at anyone.

Give this a go instead…

Next time you catch yourself saying “everyone”, run it through this little filter ladder.

Start broad, then tighten it until it feels real.

1.Beer drinkers
2.Beer drinkers in our location
3.Beer drinkers in our location who like these styles
4.Beer drinkers in our location who like these styles and care about this extra thing
- Local pride
- Food pairing
- Music and events
- No and low
- Cask heritage
- Premium lagers
- Collecting rare releases
- Whatever actually fits you
5.And where do they buy?
- Taproom regulars
- Bottle shop browsers
- Supermarket discoverers
- Online delivery crew
- Hospitality venues

Now you’ve got a proper group of humans.

A smaller net, yes.

But a net that actually catches something.

Why should you bother?

Because once you know who you’re for, you can finally:

Write posts that feel like they’re speaking to someone
Build beer ranges with a clearer point
Pick better partners
Run ads that don’t burn money
Design labels that make sense
Stop throwing spaghetti at the wall

So yeah.

Make beer for everyone if you want.

But market to someone specific.

Or you’ll keep shouting into the void and wondering why it feels so hard.

Right, over to you.

When someone asks who your brewery is for… what’s the real answer?