Marketing Craft Beer
3.6 (39 ratings)
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Marketing Craft Beer

A foundational course to marketing for any brewery or brew pub in the craft beer industry.
3.6 (39 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,360 students enrolled
Created by Jeff Lombard
Last updated 11/2015
English
Current price: $10 Original price: $20 Discount: 50% off
5 hours left at this price!
30-Day Money-Back Guarantee
Includes:
  • 1.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Promote your beer in a professional way to customers.
  • Set up for growth, without 'selling out' or losing your brew pub's unique character.
  • Effectively communicate your ideas to your patrons.
View Curriculum
Requirements
  • An appreciation and understanding of beer.
  • A willingness to learn.
Description

Learn the basic concepts, tools and history of marketing in the craft beer industry.

Build a strong foundation in marketing by looking at real breweries and their work.

We're going to take a look at real world breweries to learn the basic concepts in marketing. This will give you a professional foundation that you can use to effectively communicate your ideas to your customers and other marketers.

Know how to build brand without cheapening the character of your brewery.

The best marketing preserves the character of your brewery and makes it easier for your customers to enjoy your beer. This is the central goal of the course, to make it easier for your customers to drink your beer.

Content and Overview

  • Lectures - Guided Slides with Narration, topics include marketing concepts, history, and more.
  • Industry Examples - Mini Case Studies of Industry Marketing Work.
  • Exercises - Short projects that will make a meaning impact on your brewery or brewpub.
  • Quick Quizzes - Simple true/false and multiple choice quizzes to help you focus on important concepts.


Who is the target audience?
  • This course is for everyone who works in the craft beer industry with a retail presence. Brewpubs, restaurants, microbreweries, taprooms, etc. No prior marketing experience is required, but it is helpful. Whether you are a veteran of sales or a DIY marketer, this course will help you become a more confident and effective marketer.
  • This course is not for people who are looking to create a 'viral marketing campaign'. Professional marketing takes time, your results will be directly related to the work you put in. This course balances planning and action so that you will achieve goals in a reasonable amount of time.
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Curriculum For This Course
23 Lectures
01:27:59
+
Marketing? We're brewing beer...
1 Lecture 06:43

Marketing is more than just making sales. It's important for customers to know about your brewery and understand what it is you do.

Preview 06:43
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Marketing and the US Beer Industry
2 Lectures 15:30

A quick overview of the five historical approaches or stages to marketing.

Preview 04:32

An brief history of the US Beer Industry

The US Beer Industry
10:58

A quiz on marketing and the industry.

The Basics
2 questions
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Marketing Fundamentals
5 Lectures 19:16

What is your motivation for Crafting Beer?

Marketing with Purpose
02:00

This lecture will give you analytical tools to evaluate competition.
Understanding Competition Part 1
01:50

Understanding Competition Part 2
07:11

Where do you draw the line? and Drink Responsibly

Ethical Marketing
05:28

An interesting concept from the tech and entrepreneur world, great for telling customers about your brewery!

Excercise - Your Elevator Pitch
02:47
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Product Marketing
4 Lectures 12:36

What strategies are available when you change your product or your mission?

Product and Mission
01:25

The classic 4 P's applied to the beer industry.

4 P's Of Marketing
04:26

Product Marketing
1 question

Have you considered the layout and psychology of your menu?

Menu Engineering
04:21

A quick look at a very popular drink special in Burlington, VT

Industry Example - Three Needs and Daily Specials
02:24
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Branding
4 Lectures 17:31

An introduction to brand marketing.

What is Brand?
06:21

Learn how to make a brandable logo.

Brand or a Logo?
06:02

A brief look at Einstok brewery and their logo design.

Industry Example - Einstok and Design
02:27

Understand the concept of co-branding by looking at Rogue Product Examples

Industry Example - Rogue Ales and Co-Branding
02:41

Test your knowledge about brands.

Brands
1 question
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Event Marketing
3 Lectures 07:16

An Introduction

What is Event Marketing?
03:10

A brief rundown on how to get started with product samplings.

Beer Samplings
02:39

A basic rundown on tradeshows.

Tradeshows
01:27

Just a brief quiz on event marketing.

Event Marketing Quiz
1 question
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Other Marketing Lessons
1 Lecture 03:17

This lecture will help you learn the difference between the two!

Metrics and Figures of Merit in the Beer Industry
03:17

Do you know the difference?

Figures of Merit vs Metrics
1 question
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Your Marketing Plan
2 Lectures 04:31

How to make goals that are achievable and reasonable.

S.M.A.R.T. Goals
01:36

A good alternative to writing a full plan.

Exercise - Writing your Plan Outline
02:55
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Next Steps
1 Lecture 01:19

Some tools to keep up with your industry.

Staying Up To Date
01:19
About the Instructor
Jeff Lombard
3.6 Average rating
39 Reviews
1,360 Students
1 Course
Marketing, Programming, and Startups

Hi There! My name's Jeff, I'm B2B professional marketer and developer by trade and have been in the industry for about four years. I've worked for manufacturers, distributors, and as an independent contractor in the United States and abroad.

In my spare time I love to read marketing, tech, and fiction about the future. I also enjoy skiing, local music, and making homebrew.

I encourage anyone to contact me with questions, comments, or concerns.