Positioning your brewery for success, by Myles Pinfold

Over the last decade there has been a significant surge towards the higher end of the brewing market. Beer has been ‘on trend’ and consequently consumers have been willing to pay a premium. In the early days of the rush to craft it was all about hops and building production. Now the market has become crowded and supply is starting to outstrip demand. Brewers need to act smarter and look to build equity in their brand if they are going to thrive in the coming decade.

Brewing great beer is the most important thing any brewer can do. However, in an over-populated market where many very good brewers are striving to brew great beers, having a compelling and differentiating brand can be the make or break success factor. Too many brewers are following the market leaders and there is a strong temptation to go for cheap imitations with disingenuous graphics.

It is important for brewers to understand their position in the market and have a clear understanding of their selling proposition. The market is polarising, with established breweries expanding to capitalise on economies of scale, while at the other end of the spectrum, the consumer trend is to buy local or small.

For example, in the USA brewery taps are opening everywhere and it is the micro and nano breweries which are growing the market. In the UK, it is those who fall between the large and small who will feel the squeeze and who need to ensure they are developing unique positionings to build a strong fan base.

In today’s highly competitive and crowded market, your brand will prove to be both your key differentiator and greatest asset. Having outstanding presence on shelf and on bar, and an engaging story to tell, will help secure future success and profitability.

By Myles Pinfold Strategic Director (WPA Pinfold)

For further information: wpa-pinfold.co.uk