How to Shape Your Brewery's Identity by Learning About Your Customers

The brewery doors are open and the beer is flowing. Congrats, this is huge! By Now you’ve probably noticed how much competition there is in the craft beer industry. Considering how lucky we are to have over 120 breweries in Massachusetts, it’s important to differentiate your brewery outside of the beer itself. You need to find your story, your brand, and your personality. Yeah, that’s right, the “WHO AM I?” question. The best people to help you find the answer are your customers. Remember, it’s not always about what you have to offer, but who you’re offering it to!

Answering these 4 questions about your customers will help you shape your brewery's identity!

1) Who do you do you brew for?

Of course, the answer to this is beer lovers. However, that’s just one piece of the puzzle. Your customers aren’t one dimensional, and your brewery shouldn’t be either (we have bars for that). As you shape your brewery's identity, think about if your customers have families, other hobbies, and passions outside of beer. What are their challenges? The answers to these questions are what give your customer and your brewery personality!

2) What role does your brewery play in their community?

Think about what’s missing in your customers’ lives and in their local community. A killer burger menu may not be what they need if there are some great pubs around...that market is saturated.

• Is there a local theater where your customers can see the latest indie release from the festival circuit?
• Is there a spot where local bands can book gigs?
• Are other local spots dog friendly?

3) What do your customers do when they are not at your brewery?

The most common complaint I hear about breweries is that they do not provide entertainment. Combine your brewery with other things that your customers love and curate events that will keep them coming back for more. 

4) What else do you know about their personal brands?

Follow your customers on social media to get a better sense of where they spend their time and how they want to be viewed by the world. Your customers’ social media posts will be a huge indicator of what they expect to see from you! Make sure your brewery is contributing to the community by posting in social networks too; This will build trust, spark interest, and help you attract customers to your brewery.

The key to brewery success is to have a strong personality. Combine your awesome beer offerings with other things your customers enjoy, collaborate with their existing community, and keep them engaged. Knowing your customers will help you know your brewery and build a strong identity!