Your brewery needs a bigger, dirty drop!

I was listening to a podcast talking about how bands are almost having to write music with that short 30 second burst in mind. That big hook designed for TikTok, Instagram, YouTube Shorts, wherever people are discovering music now. And it really got me thinking about you lot, because whether we like it or not, breweries now have to think in a very similar way with communication.

Everyone talks about short attention spans, goldfish memories, scroll stopping content, but before any of that, you need to clearly communicate what it is you actually offer and you need to do it FAST.

Cut out the slow build. Cut out the waffle. Jump straight to the reveal.

What is the thing you actually want people to know about your brewery? What is the thing you want repeated? What is the thing that makes someone stop scrolling and go, “Hang on… that’s interesting”?

Breweries are often terrible for this. You start talking about your brewery and suddenly it becomes this stream of consciousness packed full of filler and vague language until the interesting bit gets buried underneath all the noise.

Now is the time to sit down and challenge yourself properly. If you only had seconds, nanoseconds, to communicate something about your brewery, what would it be? What are the three or four clear messages you want hammering home over and over again?

Tthose become your hook. Your equivalent of the massive guitar solo, the dirty bass drop, the huge singalong chorus that makes someone stop and pay attention.

The thing that makes someone go:
“I need to hear the rest of this album.”

Or in brewery terms:
“I need to check these guys out.”

So here’s the question for today…

What is your brewery’s big juicy brewery dirty drop?