I want to talk about something that sounds simple at first, but is actually really important when you start thinking about your brewery brand, your marketing, and how you show up in the world.
The difference between your audience and your drinker.
Because these two things often get lumped together.
Your drinkers are the people buying your beer, drinking your beer, following you on Instagram, turning up at the taproom, grabbing your cans, chatting about you with their mates, and hopefully coming back for more.
They are massively important.
But they are not your whole audience.
Your audience is much bigger than that.
Your audience can include your drinkers, of course, but it can also include buyers, wholesalers, trade owners, bar managers, sales reps, ops managers, business owners, press, PR, event organisers, collaborators, suppliers, and people who are quietly keeping an eye on what you are doing.
Some of them may never drink your beer.
Some of them may not be your target drinker at all.
But they can still play a massive role in helping your brewery grow.
And this is where things get groovy.
Because not every part of your audience needs the same message.
Your drinker might want to know what the beer tastes like, what it pairs with, where they can get it, what the vibe is, and why they should care enough to pick it up instead of the 40 other options staring at them from the fridge.
A trade buyer might want to know what gap it fills in their range, how quickly it moves, what sort of support you offer, whether it fits their customer base, and why it makes sense commercially.
A wholesaler might want to know whether there is demand, whether the branding is strong enough to help it shift, whether the price point works, and whether you can back up the quality with consistency.
A journalist or podcast host might want the story.
A festival organiser might want to know why your brewery fits their crowd.
A potential collaborator might be looking at your values, your energy, your audience, and whether there is something exciting to build together.
These are all different people.
They are all potentially part of your audience.
But they are not all looking for the same thing.
And this is where a lot of brewery marketing gets a bit narrow.
Because so much content is aimed directly at the drinker.
New beer out.
Come to the taproom.
Buy this mixed case.
And there is nothing wrong with any of that.
You need that content.
You need to drive direct sales.
You need to speak to the people who actually drink your beer.
But if you are trying to grow your brewery, build trade relationships, increase distribution, attract better opportunities, get into more venues, or be seen as more than just another brewery posting another can shot, you need to think about the wider brand world you are building.
That means creating content that gives other parts of your audience the information, reassurance, proof, and confidence they need.
That might be a LinkedIn post about how a beer has performed in certain venues.
It might be a short case study on your website showing how your core range helps a bar offer more choice without confusing customers.
It might be an email newsletter for trade customers that talks about seasonal demand, bestsellers, support materials, upcoming releases, and why certain beers are a smart addition to their range.
It might be a blog article that gives buyers more context around your brewery, your story, your values, and what makes your beer worth backing.
It might be a simple sales deck that explains what you do far better than a product list ever could.
And no, this stuff will not always sit naturally on Instagram or TikTok.
That is fine.
Not every message belongs on every platform.
Sometimes LinkedIn, your email newsletter, your website, your trade comms, or even a well written PDF can do a far better job.
The important bit is taking a step back and asking:
Who are we trying to reach here?
What do they need to know?
What would give them more confidence in us?
What would make it easier for them to say yes?
Because your drinker matters.
Of course they do.
But they are only one part of the bigger picture.
So the next time you are planning your marketing, do not just think about what your drinker wants to see.
Think about who else is watching.
Think about who else could influence the growth of your brewery.
Think about the people who could open doors, stock your beer, recommend you, write about you, pour you, promote you, or introduce you to the next opportunity.
Then ask yourself whether your current brand and marketing gives them enough to work with.
If you are only talking to your drinker, you might be missing a much bigger audience.
And that bigger audience could be the one that helps you grow.
