Over and above bad tasting beer, there are a number of reasons why your brews may be struggling in the sales department.
Your brand design looks dated or badly designed
Today, in our looks-obsessed age, it’s absolutely essential that your brand design looks the part, whether your aiming to appeal to shaven-sided hipsters or old school ale imbibers. There is no room now for identi-kit designs, illegible text, poorly drawn illustrations or unappealing colour sets. Investing in good design will pay back healthy business dividends in the longer term.
The key qualities of your beer aren’t clear
With so many beers out there in the marketplace, it’s essential that your beer branding and packaging clearly communicate what’s so special about both an individual beer and your wider brand. Don’t leave punters guessing what’s in the bottle by simply giving it a cool name, but no indication of it’s type or ingredients. And are there brand values you can communicate that will connect with your customer on an emotional level? For example, are you a green and ethically clean brewer following sustainable practices ? If so, what images, words or slogans can help make that point more clearly?
Your price isn’t right
If you’re just 10p more expensive than your nearest competitor it could be the difference between winning or losing a sale at the bar or on the shelf, especially when prices are advertised so clearly alongside each other. So have a keen eye on your competitor pricing to keep your advantage in this regard.
And it’s not just a case of the price is too high. When customers are looking for a premium product, you can ruin the sale by pitching your price too low. The look you need to be modeling in this instance is ‘reassuringly expensive’. Just make sure you’ve communicated why it’s more expensive through your on-trade briefings and consumer PR buzz.
You’re selling in the wrong place
If you’re having to compete with 20 other beers in a venue that’s not known for experimental drinkers, it might prove difficult to master those much needed sales. Or if the venue doesn’t put much stock in training its staff to upsell more unusual brews, you’re also going to have a job getting Joe Average to trade up from his usual Big Beer Co pint. Look for venues that have the right sales approach as well as the customers and you stand a better chance of shifting multiple kegs or casks. Or look for venues with shorter lists, such as restaurants, cafes and wine bars where your beers & brand can have a starring role.
Nobody’s talking about your beer
It’s highly likely you’re brewing a good quality beer. However, if no one knows about you i.e. you haven’t done anything to stimulate ‘word of mouth’ marketing through PR, events, trade show spots or collaborations, then the chances are that drinkers won’t take notice. So get a PR strategy together and get those tongues wagging.
For more ideas on improving your beer or drinks company sales, why not get in touch with our sales and marketing expert Susanne Currid for a no-obligation chat.