Your Brewery’s Missing Half the Sales Equation
Did you know? Every time I chat to a new brewery, I ask the same question:
“Who’s your brand speaking to?”
And the answer is almost always some version of:
“People who drink our beer.”
Great. We love ‘em. We need ‘em. They keep the lights on.
But guess what? They're not the only people you’re selling to.
You're also selling to:
🍻 Pub owners
🏬 Bottle shop buyers
📦 Wholesalers
🛒 Supermarket category managers
📣 Distributors
...and they all need to hear something very different from your brand.
Here’s the problem:
Most brewery brands are built entirely around the consumer.
The messaging, the tone, the visuals, the social posts, it’s all about how the beer makes you feel when you drink it.
That’s lovely. But it’s only half the job.
Because when it comes to trade, those buyers aren’t drinking your beer.
They’re selling it. Or stocking it. Or taking a punt on you.
So they’re not asking:
“Will this taste nice?”
They’re asking:
“Will this sell?”
So what should you be doing?
Start layering your messaging.
Split your content. Tweak your pitch. Change the value prop depending on who’s reading it.
Here’s a cheat sheet:
1. For drinkers:
Talk flavour, feeling, vibes, lifestyle.
Make them feel cool for choosing you.
Tell stories that build loyalty and buzz.
Think: “This hazy pale’s like a Friday night hug for your taste buds.”
2. For bar owners:
Talk turnover, footfall, margins, popularity.
Share what it pairs with, who it attracts, how well it sells.
Think: “Fast-moving crowd-pleaser with a 4.2% ABV that won’t sit in your cellar.”
3. For wholesalers/distributors:
Talk reliability, consistency, logistics, support.
Are you easy to work with? Can they trust you? Do you make them look good?
Think: “We deliver on time, label every case properly, and answer our bloody emails.”
4. For supermarkets:
Talk shelf standout, brand loyalty, repeat buys.
Show sales data, category growth, trend relevance.
Think: “Premium indie lager that outperforms on return purchases and punches above its price point.”
This isn’t about reinventing the wheel
It’s about making sure your brand isn’t a one-trick pony.
You’ve got multiple people to impress , and they all want something different from you.
If you can’t tell a supermarket buyer why your can design sells,
Or tell a pub owner why your beer fills seats on a Tuesday night,
You’re gonna struggle.
So don’t just build a brand for the drinker. Build one that works for every link in the chain.
Peace, love, and proper positioning.
Tim 🍻
