How does a brewery reach direct customersinstead of only selling through retailers?

The short answer.

A brewery reaches direct customers by collecting contact details from people who already know its beer and reaching out to them regularly itself. Retailers sell your beer, but you usually don't get the customer data. With farm-gate sales, tastings, subscriptions or orders through your own website, you build a list that belongs to you.

What ways to reach direct customers does a brewery have?

A brewery has five ways to win direct customers: farm-gate sales, tastings, online orders, subscriptions or crates, and events. All five have the same goal: you get the contact that retailers usually don't pass on. The table shows what each way takes from you. This assessment comes from practice, not from a study.

Why isn't selling through retailers enough?

Selling through retailers isn't enough because you have no contact with the buyer. You don't know who drinks your beer and can't tell them when there's a new brew. Retailers decide on shelf space and promotions. Direct customers, on the other hand, hear from you yourself. That doesn't mean you should give up retail. We recommend both: the direct list adds to retail.

How does a brewery get contact details from beer drinkers?

A brewery gets contact details when it gives a good reason to sign up and makes it easy. Good reasons are: hearing about a new brew, an invitation to a keg tapping, a tasting pack or a spot at the next tasting. Put a QR code on the counter, on bottle carriers and on beer mats. We recommend only a few fields. Only ask for what you really need, and say up front what you'll use the data for.

How does a brewery stay in contact?

A brewery stays in touch by writing rarely, but with something real: a new brew, a date, a small batch that will be gone soon. A fixed rhythm helps you not to forget. Keep it short and mention the date, amount and place. Don't write too often. Instead, ask now and then which beer people would like. That gives you ideas and builds loyalty.

How does a newsletter on the phone help with this?

A newsletter on the phone reaches your contacts in WhatsApp, which is already installed on their phone anyway. With SmartChat, you send newsletters to confirmed contacts. Sending costs no credits. Anyone who doesn't want to get anything more writes STOP. SmartChat is a WhatsApp marketing solution, and messages are only sent via WhatsApp. More on this on the page SmartChat for breweries and in the feature landing page, where contacts sign up.

All details in the message are examples.

How do you get started this week with direct customers?

You get started this week with three small steps. First: pick a spot where customers are standing anyway, like the till in the brewery shop. Second: decide on a reason to sign up, for example an invitation to the next keg tapping. Third: plan the first message with a date. Messages outside an ongoing conversation go out as a template approved by Meta. Check yourself beforehand which rules apply to shipping and selling alcohol where you are.