Marketing Craft Beer

A foundational course to marketing for any brewery or brew pub in the craft beer industry.
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1,066 students enrolled
Instructed by Jeff Lombard Marketing / Other
Free
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  • Lectures 23
  • Contents Video: 1.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 10/2015 English

Course 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.


What are the requirements?

  • An appreciation and understanding of beer.
  • A willingness to learn.

What am I going to get from this course?

  • 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.

What 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.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Marketing? We're brewing beer...
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.

Section 2: Marketing and the US Beer Industry
04:32

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

10:58

An brief history of the US Beer Industry

2 questions

A quiz on marketing and the industry.

Section 3: Marketing Fundamentals
02:00

What is your motivation for Crafting Beer?

01:50
This lecture will give you analytical tools to evaluate competition.
Understanding Competition Part 2
07:11
05:28

Where do you draw the line? and Drink Responsibly

02:47

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

Section 4: Product Marketing
01:25

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

04:26

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

Product Marketing
1 question
04:21

Have you considered the layout and psychology of your menu?

02:24

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

Section 5: Branding
06:21

An introduction to brand marketing.

06:02

Learn how to make a brandable logo.

02:27

A brief look at Einstok brewery and their logo design.

02:41

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

1 question

Test your knowledge about brands.

Section 6: Event Marketing
03:10

An Introduction

02:39

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

01:27

A basic rundown on tradeshows.

1 question

Just a brief quiz on event marketing.

Section 7: Other Marketing Lessons
03:17

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

1 question

Do you know the difference?

Section 8: Your Marketing Plan
01:36

How to make goals that are achievable and reasonable.

02:55

A good alternative to writing a full plan.

Section 9: Next Steps
01:19

Some tools to keep up with your industry.

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Instructor Biography

Jeff Lombard, Beer, Marketing, and Manufacturing

Hi There! My name's Jeff, I'm an industrial marketer by trade and have been in marketing for about four years. I've worked for manufacturers and distributors in the material handling, beer, medical, and fire protection industry.

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.

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