Offered: Fall and Spring

Fall Dates: 10/19/22 – 12/20/22
Spring Dates: March 29/23 –  May 23-23
Course Tuition: $1495 ($1196 for Certificate Alumni,  Pink Boots Society, Home Brewers or Brewers Association Members Discount)
Course Duration: 8 weeks
Learning Format: Online

Instructors: Joel Hueston, Mike Kallenberger and Bob Russell

Marketing and Branding Your Brewery Syllabus

As competition within the beer industry continues to grow, branding and marketing play an even greater role in ensuring a brewery’s success. While it is important to make great beer, in today’s landscape you also need to know how to build your brand, establish a compelling “WHY” and effectively market your brand and products. This course will address key industry trends, identify “best-practices” in differentiating your brewery, reveal how to build a solid branding and marketing plan, and demonstrate how to measure success and plan for the future.

Participants will examine

  • Key opportunities and challenges in today’s beer/beverage marketplace
  • The craft beer drinker and his/her motivations
  • The role that marketing, branding and sales play and how they are interconnected
  • Basic requirements of a successful business/marketing plan
  • Positioning strategy in detail and how it influences all brewery decisions
  • Choices a new brewery faces in terms of packaging, distribution and pricing
  • How the principles of positioning and branding have been successfully applied to specific objectives (i.e. naming, rebranding, portfolio selection, taproom/brewery design)
  • How a brewery successfully promotes its brand and products
  • How events, sponsorships and promotions help to build valuable connections to the consumer audience
  • How to decide between self-distribution and a wholesaler partnership and the key criteria within each
  • How to evaluate the performance of marketing and branding activities
  • How to incorporate key findings into a marketing plan

Schedule

Week 1: Trends in The U.S. Beer Market
Week 2: Trends in The Craft Category
Week 3: Basics of Marketing and Branding
Week 4: Brand Positioning Strategy
Week 5: Branding Examples (Part One)
Week 6: Branding Examples (Part Two)
Week 7: Marketing Execution
Week 8: Measurement and Research