“If you run marketing at a brewery or distillery, and you don’t offer tours, you’re opting out of the most powerful marketing that you have at your fingertips.”
People love your beer/vodka/whiskey/craft absinthe. They drink it at bars and friends’ houses, and if they REALLY love it, they sport your brand’s t-shirt and crave it on Thursday evenings when leaving work.
The thing to remember is that they didn’t start loving your drinks from seeing an ad in a magazine or seeing a 5-second video on Facebook. They started to love your products when they experienced the brand with all five senses. You can create that experience, and it’s probably easier than you think.
Breweries have long opened their doors to visitors, so consumers could understand more about how beer is made and taste their way through the brewmaster’s creations. Most brands would kill for this style of engagement. Brewery tours present the most engaging and memorable interactions with consumers, and these are the experiences that turn loyalists into brand champions.
Instead of paying a creative agency to produce a video and paying Facebook to present it to consumers, and hoping that they catch attention spans for 30 seconds, you can have thousands of visitors paying you to spend two hours of their life learning the history of your brand. You can build brand champions and arm consumers with the language to speak about your brand.
This will be a lifelong memory that will make an imprint on their purchase behavior well into the future.
Tours and tastings don’t need to be complex and they can even be free (though we’ve done some great research on this, and data shows that you should actually charge a nominal fee to increase commitment). If you run marketing at a brewery or distillery, and you don’t offer tours, you’re opting out of the most powerful marketing that you have at your fingertips.
Even if your brewery is small, setting up a short tour and allowing guests to experience your brand with all five senses will create brand champions for life — trust me, they will tell their friends, and there’s nothing quite like a recommendation from a friend.