DINE+WINE | on tap
Revamp & Rebound Breweries get creative while marketing craft beers by Sara Coleman photography courtesy of D9 Brewing Company/Facebook
No one needs a reminder of the number of challenges 2020 presented us on a national and local level. But out of the many stories that emerged from the pandemic, one is the numerous businesses that will remain altered forever. The “old way” of doing things is out and has given way to new normal. As many businesses had to pivot to survive, one industry where this has clearly played out is the craft beer industry. Fast forward to 2021, and a look back at the national number reveals fascinating insights for the state of the craft beer industry. In 2019, the independent craft beer market was worth an estimated $29.3 billion in retail spending, and according to the Beverage Industry Magazine, about 50 percent of spending on craft beers occurred on-site at a brewery. This creates quite a conundrum for local breweries who rely heavily on in-person patronage. And North Carolina was hit especially hard because of the many craft beer breweries in the state. Numbers are not finalized for 2020, but in 2019 North Carolina ranked 7th in the country for craft beer production, with almost 1.3 million barrels produced, according to brewersassociation.org. With such robust numbers leading into 2020, the craft beer industry was rocked when restrictions to restaurants were put in place. Beverage Industry Magazine goes on to show for the first half of 2020, 62
LAKE NORMAN CURRENTS | MARCH 2021
craft beer market production volume was down around 10 percent nationally. This meant local breweries had to get creative to stay afloat. Local breweries have adapted their marketing efforts through 2020 and 2021 by offering multiple new services. For instance, Primal Brewery in Huntersville allows you to order your favorite craft beer selections in cans online so you can quickly pick them up while out and about. And while you’re there, you can get a meal to go to make it a complete night-in. Like the local restaurants had to master curbside pickup, almost all the local breweries are offering the same service. Other breweries require reservations for in-person events, such as Trivia Night or Music Bingo at Ghostface Brewing in Mooresville. And of course, the popular food trucks so many locals have embraced are now regularly scheduled at the breweries allowing for patrons to safely distance while grabbing a bite and brew. D9 Brewing Company recently partnered with a local radio station KISS 95.1 as part of the Test Your Labs series to allow the DJs to sample and pick their favorite local craft brew (see photo above). This is one of many examples of trying new marketing techniques to reach new customers while still operating within safety guidelines. It’s clear despite the challenges, many Lake Norman breweries have revamped and rebounded and stayed relevant.
