Want more trade connections without cold emails?

Written By Tim Weaver

Let’s talk about that strange little website with the suits and the sales coaches...
Yep. LinkedIn.

It might not be where you go to unwind with a pint, but it is where trade buyers, venue managers, writers, podcasters, and journalists are hanging out.

And it’s where your next stockist, collaboration partner, or media feature could come from.
IF you show up right.

The truth?
Most of the best opportunities never hit your inbox, they’re handed out through network connections. And LinkedIn gives you a way to network at scale, without pitching or posting daily.

Here’s how I’ve used it to grow The Brand Weaver, and how you can adapt it to grow your brewery’s visibility, trade sales, and brand reputation.

1. Your Profile: Sell the brewery and the human

Your brewery might have a LinkedIn page, but the magic happens on your personal profile.

Buyers and journalists connect with people, not logos. So your profile should do three things:

  • Headline: Tell people what you do and who it’s for. e.g. Co-founder of [Brewery Name] | Making brilliant indie beer in [Location]

  • About section: Highlight your brewery’s focus, your passion, and why someone should care. (Don’t waffle. Talk trade, community, flavour, and fun.)

  • Featured section: Don’t just link to your homepage. Share recent coverage, your beer finder, or a link to your taproom menu, even a short video tour.
    This turns your profile into a mini PR machine, perfect for podcast hosts, buyers, and writers doing research.

2. Your Content: You don’t need to post daily

If you’ve got a few minutes a week, that’s all it takes to build a presence.

Here’s what works:

  • Behind-the-scenes posts from the brewery: production days, beer naming, taproom prep

  • Mini opinion pieces: what you love (or loathe) about beer culture

  • Wins and news: new listings, collabs, awards, or even shout-outs to other breweries

You’re not trying to go viral. You’re just reminding people you exist, you’re active, and you’ve got stories to tell.

3. Your Comments: This is where the good stuff happens

You don’t need to write posts to be seen.
You just need to join the conversation.

Commenting on posts by bottle shop owners, venue buyers, journalists, writers, fellow brewers or even my random waffling puts you on their radar.
No pitch needed. Just thoughtful, friendly replies.

Think of it like bumping into someone at a trade show — except you’re still in your brewery boots.

4. Your DMs: Done right, it’s not weird

Once someone’s seen your post or comment, and clicked your profile, you’re not a stranger.

So if you want to pitch a collab, ask about a guest tap, or say “Hey, I loved your piece in Pellicle,” it lands as a real message, not spam.

DMs that work best are:

  • Personal (mention something they’ve posted or done)

  • Polite (never “just circling back”...)

  • Purposeful (invite them to try your beer, visit the taproom, or chat)

You don’t need a fancy funnel, you just need to be human.

TL;DR

LinkedIn isn’t just for recruiters and B2B bros.

It’s where:

  • You get noticed by writers and podcasts

  • You connect with buyers and bars

  • You grow your personal brand without acting like a walking advert

Start with your profile.
Show up in the comments.
Send a thoughtful message now and again.

That’s it. That’s the play.

Tim Weaver
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