Branding for Breweries - Strategies to Grow Brewery Brands and Sales

Should drinkers care who owns their beer?Can a brewery still be considered craft if it is owned by a global beer company? And what is the real difference between craft beer and indie beer anyway?In this episode of Branding for Breweries, Tim Weaver sits down with Neil Walker from SIBA and the Indie Beer campaign, alongside Jez Galaun, Co Founder of Brixton Brewery, to tackle one of the most debated topics in modern brewing.Together they explore the evolving definitions of craft beer and indie beer, the impact of brewery acquisitions, whether consumers really care about ownership, and why transparency matters more than ever. The conversation also dives into market access, pub taps, consumer behaviour, brewery growth, and what independent breweries can learn from larger beer brands.Whether you're a brewery owner, beer marketer, publican or passionate drinker, this episode offers a balanced and thought provoking look at one of the biggest questions facing the beer industry today.What craft beer actually means in 2026Why the Indie Beer campaign was createdWhether brewery ownership matters to consumersThe challenges facing independent breweriesAccess to market and the battle for pub tapsWhat breweries can learn from larger beer companiesWhy transparency and trust matterWhether ownership changes the beer in the glassABOUT NEIL WALKERNeil Walker is Head of Communications at SIBA and one of the driving forces behind the Indie Beer campaign, which aims to help drinkers identify and support genuinely independent breweries.ABOUT JEZ GALAUNJez Galaun is Co Founder of Brixton Brewery. Since launching Brixton in South London, he has helped build one of the UK's most recognised modern beer brands and has experienced first hand the opportunities and challenges that come with becoming part of the Heineken portfolio.Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries.USEFUL LINKS🍺 From Tim and Branding for BreweriesSign up to the Branding for Breweries newsletterhttps://thebrandweaver.co.uk/brewery-newsletterBuy the Branding for Breweries bookhttps://amzn.eu/d/00WWplaDFollow Branding for Breweries on Instagramhttps://www.instagram.com/BRANDINGFORBREWERIESConnect with Tim on LinkedInhttps://www.linkedin.com/in/thebrandweaver/🍻 Neil Walker, SIBA and Indie BeerVisit the SIBA websitehttps://siba.co.uk/Check out the Indie Beer campaignhttps://indiebeer.uk/Follow Neil on Instagramhttps://www.instagram.com/neil_edward/🏭 Jez Galaun and Brixton BreweryVisit Brixton Breweryhttps://brixtonbrewery.com/Follow Brixton Brewery on Instagramhttps://www.instagram.com/brixtonbrewery/Follow Jez on Instagramhttps://www.instagram.com/mrbrixt0n/

Most breweries don't have a sales problem.They have a profit problem.In this episode of Branding for Breweries, Tim Weaver is joined by Chris Farmand, Founder of Small Batch Standard, one of North America's leading brewery finance and benchmarking specialists.Drawing on data from more than 500 breweries across the US and Canada, Chris shares the biggest mistakes brewery owners make when it comes to profitability and reveals where breweries are leaving money on the table.From taproom pricing and staff training to events, merchandise, food offerings and local distribution, this episode explores the practical changes that can dramatically improve brewery profitability without brewing a single extra pint.If you're a brewery owner looking to increase margins, improve taproom performance and build a more sustainable business, this episode is packed with actionable advice.IN THIS EPISODEWhy profitable breweries think differentlyThe hidden profit leaks hurting brewery growthWhy pricing is the biggest lever in your businessHow staff can dramatically increase taproom salesThe surprising impact of food on beer salesWhy merchandise is often under utilisedHow to use distribution to drive taproom trafficBuilding a brewery that runs like a businessABOUT CHRIS FARMANDChris Farmand is the Founder of Small Batch Standard, a specialist brewery accounting, tax and benchmarking consultancy. Over the last fifteen years, Chris and his team have worked with hundreds of breweries across North America, helping them improve profitability, understand their numbers and build stronger businesses.Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries.USEFUL LINKS🍺 From Tim and Branding for BreweriesSign up to the Branding for Breweries newsletterhttps://thebrandweaver.co.uk/brewery-newsletterBuy the Branding for Breweries bookhttps://amzn.eu/d/00WWplaDFollow Branding for Breweries on Instagramhttps://www.instagram.com/BRANDINGFORBREWERIESConnect with Tim on LinkedInhttps://www.linkedin.com/in/thebrandweaver/📊 Chris Farmand and Small Batch StandardVisit Small Batch Standardhttps://sbstandard.com/Connect with Chris Farmand on LinkedInhttps://www.linkedin.com/in/chrisfarmand/Follow Small Batch Standard on LinkedInhttps://www.linkedin.com/company/small-batch-standard/Watch Small Batch Standard on YouTubehttps://www.youtube.com/@sbstandardContact [email protected] Listener Profit Strategy Callhttps://sbstandard.com/profit-strategy-call-brand-weaver/

In this special episode of Branding for Breweries, the full Brand Weaver Collective deliver their sell out BeerX presentation:How To Build A Brand That Sells More Beer.Together, the team breaks down the three essential pillars every brewery needs to grow in today’s crowded beer market:• Brand Strategy• Identity Design• MarketingThe episode explores:• Why great beer alone is no longer enough• How breweries get distracted by “shiny object syndrome”• Why strategy is the foundation of every successful brand• How design acts as a signal to attract the right drinkers• The role culture now plays in brewery branding• Why consistency matters more than ever• How to turn marketing activity into real momentum• The opportunities and dangers of AI for breweries• Why alignment between strategy, design and marketing changes everythingFeaturing:• Tim Weaver• Harrie Kelly• Matty McMullen• Jack CoomberIf you want your brewery brand to stand out, attract the right audience and ultimately sell more beer, this episode is packed with practical advice you can implement immediately.Follow Branding for Breweries for more conversations on brewery branding, marketing and growth.Keywordsbrewery branding, brewery marketing, beer brand strategy, craft beer marketing, brewery design, brewery identity, brewery business growth, indie beer branding, brewery social media, branding for breweries

Why are so many breweries busy… but not actually growing?In this episode of Branding for Breweries, Tim the Brand Weaver is joined by Gareth Turner to unpack one of the biggest challenges facing brewery owners today.You are working hard.You are doing loads.But the results are not matching the effort.Gareth shares insights from working with major brands like Heineken and Weetabix, and breaks down how those same principles apply to independent breweries.We cover:• Why being busy is not the same as being effective• The real reason breweries struggle to grow• How to focus your marketing on what actually matters• The importance of understanding your drinker• The “easy to think of, easy to find, easy to buy” framework• Why availability beats awareness for most breweries• How to prioritise the right activities• Why doing more is often the wrong answer• How to use simple data without big budgetsIf you feel like your brewery is doing everything but not moving forward, this episode will help you refocus and start making progress.Follow Branding for Breweries for more practical advice on growing your brewery, building a better brand and selling more beer.Keywordsbrewery marketing strategy, beer brand growth, brewery business advice, brand strategy for breweries, marketing focus, brewery growth tips, beer marketing, independent brewery strategy, brand positioning, brewery sales growth

How powerful is face to face marketing for a brewery?In this episode of Branding for Breweries, Tim the Brand Weaver is joined by Tim Hickford to unpack why brewery tours, tastings, activations and face to face experiences can be some of the most effective marketing tools a brewery has.Drawing on thousands of brewery tours and conversations with drinkers, Tim shares practical advice on how breweries can use in person experiences to build trust, advocacy and stronger brand engagement.We cover:• Why face to face marketing creates deeper brand connection• What makes a brewery tour memorable instead of boring• How to balance education and entertainment• Why your brewery story matters as much as the beer itself• How tours and tastings create advocacy and word of mouth• What breweries can learn from pub tastings and quizzes• How staff training helps turn stockists into brand advocates• Why brewery tours should be treated as marketing, not just revenueIf you are a brewery owner, marketer, founder or taproom operator looking to create better customer experiences and stronger brand loyalty, this episode is packed with practical ideas.Follow Branding for Breweries for more advice on brewery branding, marketing and growth.Keywordsbrewery tours, brewery tastings, face to face marketing, brewery branding, beer marketing, brewery customer experience, taproom marketing, brewery staff training, beer brand advocacy, brewery growth

What made Liquid Death such a powerful brand and what can breweries actually learn from it?In this episode of Branding for Breweries, Tim the Brand Weaver talks with Oli Russell-Cowan, former international lifestyle marketing lead at Liquid Death, about how brands build cultural relevance, community, and attention far beyond the product itself.This conversation explores what independent breweries can take from Liquid Death’s rise and how to apply those lessons in a practical way.We cover:• Why strong brands are bigger than the liquid• How to identify the right audience for your brewery• Why going deep matters more than going wide• How brands build relevance through culture and community• What breweries can learn from Liquid Death’s humour and entertainment approach• How to use merch, partnerships and events more effectively• Why trying to appeal to everyone weakens your brand• How small breweries can create stronger buzz without huge budgetsIf you are a brewery owner, founder, marketer or brand builder looking to create a more distinctive beer brand, this episode is packed with useful ideas.Follow Branding for Breweries for more practical insights on brewery branding, marketing and growth.KeywordsLiquid Death, brewery branding, beer marketing, brewery brand strategy, craft beer marketing, brand positioning, brewery growth, beer brand identity, independent brewery marketing, brewery audience building

What does it really mean to build a purpose driven brewery?In this episode of Branding for Breweries, Tim the Brand Weaver is joined by Brian Spencer from Tap Social to unpack how purpose can shape a brewery from the ground up.Tap Social is a social enterprise brewery built to help people from prison turn their lives around. In this conversation, we explore how that mission influences branding, culture, sales, events, recruitment and customer experience.We cover:• What makes a purpose driven brewery feel authentic• Why purpose has to go beyond marketing• How Tap Social built a brand around real social impact• The difference between purpose and virtue signalling• How mission led breweries can use purpose in sales• Why values based recruitment shapes company culture• How to communicate purpose without battering people over the head with it• What other breweries can learn from Tap SocialThis episode is packed with practical insight for brewery owners, founders and marketers who want to build a stronger brand with real meaning behind it.Follow Branding for Breweries for more advice on brewery branding, marketing and growth.Keywordspurpose driven brewery, social enterprise brewery, brewery branding, Tap Social, brewery marketing, brewery brand strategy, mission led business, independent brewery growth, brewery culture, brewery sales strategy

What can breweries actually say on their labels, packaging and marketing without getting into trouble?In this episode of Branding for Breweries, Tim the Brand Weaver is joined by Andrew Morgan to unpack the rules, regulations and compliance issues that can affect brewery branding, beer packaging, alcohol marketing and product claims.Using real world examples from Roleys, Tiny Rebel, Vault City, Beavertown and Hooch, this episode explores how breweries can innovate without crossing the line.Topics covered include:• Alcohol marketing rules every brewery should know• What you can and cannot say about calories, sugar and lifestyle• Why health claims are a danger zone for breweries• How beer label design can trigger complaints• What counts as appealing to under 18s• How the Portman Group and ASA complaints process works• Where breweries can still innovate in branding and positioning• Why glassware and brand assets matter more than many breweries realiseIf you are a brewery owner, brand strategist, designer, marketer or founder trying to build a standout beer brand without landing in regulatory trouble, this one is well worth your time.Follow Branding for Breweries for more practical advice on brewery branding, marketing and growth.Keywordsbrewery branding, beer marketing rules, alcohol marketing compliance, brewery packaging design, beer label regulations, Portman Group rules, ASA alcohol advertising, brewery marketing strategy, beer brand positioning, craft beer branding

How should breweries actually approach events?In this episode of Branding for Breweries, Tim the Brand Weaver speaks with Meg Waits, former events and experience manager at Thornbridge, Beavertown and Yakima Chief Hops.Meg shares practical insights from years of running brewery events, festivals and brand activations, helping breweries understand how to create experiences that build brand awareness, strengthen customer loyalty and reach new audiences.Topics covered in this episode include:• How breweries should define the goal of an event• Why most breweries start event planning the wrong way• The Bronze Silver Gold framework for structuring brewery events• Hidden costs breweries forget when planning events• How small brewery teams should prioritise their time• Why looking outside the beer industry leads to better events• How to measure the success of brewery events beyond revenueThis episode is packed with practical advice for brewery owners, marketing teams and taproom managers who want to create events that actually grow their brand.Follow Branding for Breweries for weekly insights on brewery branding, marketing and sales strategy.Keywordsbrewery events, brewery marketing strategy, taproom events, beer festival strategy, craft beer marketing, brewery brand building, brewery marketing podcast, beer industry marketing, brewery growth strategies

How do you sell more beer without wasting time?In this episode of Branding for Breweries, Tim speaks with Peter Kennelly, Head of Sales at Pillars Brewery, about building a structured brewery sales process that actually works.If your sales goal is “sell more beer,” this episode will challenge you.We cover:Why vague sales goals destroy momentumHow to identify the right venues to targetWhy not every pub deserves your beerHow to research your market properlyThe power of asking better questionsHow to protect your brand from bad placementsHow small breweries can build a sales system with limited timeWhether you are a founder doing your own sales or managing a growing team, this conversation will help you remove guesswork and build a smarter, more sustainable brewery sales strategy.Follow Branding for Breweries for weekly insights on brewery branding, marketing, and sales strategy designed to help independent breweries grow and stand out.

White label does not have to mean invisible.In this episode of Branding for Breweries, I am joined by Andrew Greaves, co founder of Beer Necessities Taproom in Todmorden, to unpack how breweries can use white label and collaboration beers to win permanent lines, build stronger trade relationships, and grow brand awareness without opening a new taproom.We coverHow to make a white label beer feel like a true collaborationWhy design quality changes perceived qualityHow to keep your brewery front and centre on the brandingThe lighthouse venue idea for expanding into new areasSurprising delight tactics that strengthen long term partnershipsWhat bars actually want from breweries in 2026If you are a brewery owner, founder, or sales and marketing lead, this episode will give you practical ways to turn trade accounts into loyal partners and shift more beer with better visibility.Follow Branding for Breweries for weekly brewery branding, marketing, and sales strategy, with practical tips to help you stand out and sell more beer.

This episode is different. I am joined by the full The Brand Weaver Collective to break down how breweries can grow with less guesswork and more clarity.We cover:• Why brand strategy gets skipped, and why that costs you time and money• How identity design shapes perception before anyone tastes the beer• Why marketing without direction becomes noise• How to build brand experiences that make people come back• What we are doing at BeerX in LiverpoolFeaturing: Harrie Kelly, Matty McMullen, Jack Coomber.Listen now if you want a clearer brand, stronger storytelling, and marketing that actually moves the needle.

In this episode of Branding for Breweries, Tim the Brand Weaver sits down with Sam McGregor from Signature Brew to unpack how you build a brewery brand that stands out in a crowded market.Signature Brew started with a simple frustration: nobody wanted to drink rubbish beer at gigs. That problem became a brand platform rooted in music, collaborations, venues, and experiences, backed up by beer quality that keeps people coming back.You will learn:• Why great beer is the entry ticket, not the full strategy• How to define your why and your target drinker so your brand is easier to buy and easier to sell• Why trying to appeal to everyone weakens your positioning• How experiences can grow loyalty, and the common mistake that stops them converting• Practical ideas like collecting email addresses through WiFi sign ins• Why brand architecture makes decision making faster and marketing clearerIf you want your brewery to grow, build a better brand, and connect with more drinkers, this one is packed with useful thinking.Listen now, then share it with a brewery mate. 🍻

Most breweries focus on beer styles and label design.Lost in Town went further and built a whole comic book universe.In this episode of Branding for Breweries, Tim Weaver chats with Max from Lost in Town, a London brewery that has created a film noir inspired comic book brand that links directly to their beers.It is a brilliant example of how a brewery can use storytelling and character led branding to stand out, build loyalty, and attract totally new audiences.We coverWhy Lost in Town chose film noir and comic booksHow to build characters that work across cans, merch, and contentHow to test a brand concept before fully committingUsing Comic Con to reach new customers outside beerBuilding retention through chapters, subscriptions, and immersionHow pop culture thinking can inspire brewery branding that sellsIf you are planning a rebrand, launching a brewery, or trying to make your marketing actually cut through, you will get a lot from this one.New episodes weekly.

Collaborations can be one of the most powerful tools a brewery can use.Or one of the fastest ways to waste time, money, and credibility.In this episode of Branding for Breweries, Tim Weaver is joined by Rich Nelson, Sales Director at Salt Beer Factory and Ossett Brewery, to unpack how successful brewery collaborations are really built.This is not about slapping two logos on a can.It is about creating releases that feel intentional, real, and genuinely exciting.You will learnWhat makes a brewery collaboration worth doingWhy shared values beat audience size every timeHow Salt and Ossett approach music and cultural collaborationsHow to create demand beyond your existing customer baseWhen limited releases work and when they backfireWhy ego is the biggest risk in collaboration strategyIf collaborations are on your radar for 2026, this episode will help you think more clearly, act more strategically, and avoid common traps breweries fall into.New episodes weekly, helping breweries grow, build better brands, and connect with more drinkers.

Some breweries make great beer.A few create something you can feel.In this episode Tim Weaver is joined by Stefan Melbourne, Head of Creative and Experience at Track Brewing Co, one of the most influential creative breweries in the UK.Stefan pulls back the curtain on how Track designs the feeling behind the brand. The colours. The energy. The storytelling. The tap room. The experience that goes far beyond the can.Inside this episode• Why Track treats branding as a living evolving experience• How the brewery built its identity through curiosity and collaboration• The three C principles that guide every creative decision• How Track balances creative chaos with consistency• The creative process behind their most loved releases• How their tap room design creates a full sensory brand experience• How small breweries can start building emotional connection with drinkers• Why meaning and depth matter more than fast growthIf you want your brewery to stand out through feeling rather than noise this conversation is packed with ideas you can use today.Listen now and learn how one of the UK’s most admired breweries builds brand magic.

If you want to see your beer on supermarket shelves this is the episode for you.Tim Weaver is joined by James Crabtree, Senior Beer Buyer at Morrisons, to unpack the reality of pitching your brewery to a major retailer.James reveals what buyers really look for the things breweries always get wrong and the hidden parts of the process that decide whether your beer stays on shelf or disappears after one cycle.Inside this episode• Why passion is not enough when pitching to a buyer• The numbers and performance data supermarkets need to see• How to prove you can scale and stay consistent• What packaging must do beyond looking great• Why strong branding still matters in a noisy singles category• How supermarkets choose which breweries to approach• The real story behind the President collaboration that blew up online• Why getting the listing is the easy part and staying in range is the hard partIf you want honest practical advice from someone at the heart of supermarket buying this episode will give you a clear roadmap.Listen now and upgrade your supermarket strategy.

This episode is a little different (no guest, no interview) just Tim Weaver, The Brand Weaver, sharing the story behind his brand new book Branding for Breweries. 📖🍺Recorded live, Tim takes you behind the scenes to reveal:• Why he created the book and the mission behind it• What’s inside and how breweries can use it• How the playbook helps you stand out and sell more beer• Why it was designed to be written in, folded up, and taken everywhere• A special end-of-show reveal he’s never shared publicly before 👀If you want a practical guide to build a stronger brand and connect with more drinkers, this episode gives you the full story behind Branding for Breweries, and a glimpse of what’s coming next in the Brand Weaver world.🎧 Listen now and catch up on the live launch you might have missed.#BreweryBranding #BrandingForBreweries #BeerMarketing #CraftBeerPodcast #IndependentBeer

What really drives brewery growth?It’s not the logo.It’s not the liquid.It’s the business behind the brand. 🍻In this episode, Tim Weaver talks with Roger Tattersall Managing Director at Kirkstall Brewery and former co-owner of Mash Gang to explore how two very different worlds collide: the structure of an established brewery and the creative chaos of a fast-growing startup.You’ll discover:• Why structure fuels creativity instead of killing it• How to build an authentic brand without forcing it• What “modern heritage” means for legacy breweries• How Mash Gang created cult-like loyalty• The real ROI of branding (and how to measure it)• Why brand strength increases business value• What’s changing in brewing, and how to prepare👉 Packed with honest insights and practical takeaways, this episode is a must-listen for brewery owners who want to build a stronger brand, a healthier business, and a more loyal audience.🎧 Listen now and take your brewery thinking to the next level.#BreweryBranding #CraftBeerPodcast #BeerMarketing #BreweryStrategy #IndependentBeer #BrandingForBreweries

Most independent breweries are making costly decisions in the dark. 📉In this episode of Branding for Breweries, Tim Weaver is joined by Mark Bentley, data expert and Business Development Director at HDI, to reveal how breweries can use real spend data to grow faster, price smarter, and target venues that actually sell.Mark shares insights from 10.2 million consumers across 140,000 hospitality venues, showing how data can help breweries:• Identify their most profitable accounts• Avoid wasted listings and poor placements• Make pricing decisions that protect profit• Understand cask vs keg performance• Choose winning taproom locationsThis episode exposes the hidden data blind spot costing breweries money, and shows you how to fix it.🎧 A must-listen for indie breweries looking to survive and thrive in a tough market.👉 New episodes every week, tap Follow so you never miss a conversation.#BreweryBranding #BeerMarketing #BreweryData #IndependentBeer #BrandingForBreweries #BreweryGrowth

Can a brewery build strong cask and keg brands without confusing drinkers? 🍺In this episode of Branding for Breweries, Tim Weaver talks with Giles Mountford, Head of Brand at Hall & Woodhouse (the team behind Badger and Outlan) about how they’ve successfully balanced two distinct beer brands for two very different audiences.You’ll learn:– Why Outland exists as its own brand– What cask and keg drinkers really want– How packaging design influences shopper confidence– What to consider before expanding into new formats– Whether cask can win over younger drinkers– The most overlooked challenge of running two brands side by sideThis episode offers an unfiltered look at how to balance heritage and innovation, and what every brewery can learn from it.🎧 Listen now and start thinking differently about how you manage your beer portfolio.#BreweryBranding #CaskBeer #CraftBeer #BeerMarketing #BreweryStrategy #BrandingForBreweries

What happens when great beer isn’t enough to grow your brewery? 🍺In this episode of Branding for Breweries, Tim Weaver chats with Andrew Morgan founder of The Bottle Shop, early pioneer of UK craft beer, and now Non-Exec Director at Roleys.Andrew shares the hard truth about why so many breweries struggle to stand out and scale.You’ll learn:– Why brewers need to stop hiding behind the beer– The danger of rotation culture and losing excitement– How to find your “home run” beer that defines your brand– What indie breweries can learn from big beer– How to turn your taproom into a brand experiencePacked with storytelling, insights, and practical advice, this episode goes beyond the liquid in the glass.🎧 Listen now and start thinking about your brand differently.#BreweryBranding #CraftBeerPodcast #BeerMarketing #IndependentBeer #BrandingForBreweries

Subscription boxes aren’t just for steady cash flow, they’re a brand-building goldmine… if you know how to use them.Tim Weaver (The Brand Weaver) is joined by Olly Morgan, co-founder of Brewser, to unpack what breweries get wrong about subscriptions and how to turn them into loyal fan-building machines.They dive into:How Brewser flips the subscription model to benefit breweriesWhy storytelling and packaging matter more than priceHow internal and external subscriptions work togetherReal-world examples from breweries doing it rightListen now and discover how to grow your brewery’s reach, revenue, and reputation through smarter subscriptions.🎧 Branding for Breweries, the podcast that helps you grow your brewery, build a better brand, and connect with more drinkers.

Getting your beer into supermarkets sounds like the dream, but for most breweries, it’s where the nightmare begins.In this episode, Tim Weaver, The Brand Weaver, chats with Ben Penrose, founder of Striqe and co-author of We Are Beer’s ‘Future of Craft Beer’ report. Together they unpack what grocery buyers really want, why most breweries get it wrong, and how to turn your next pitch into a real opportunity.Ben shares insider insights from 20+ years working with retailers, including:Why craft beer sales have gone static (and what that really means)The traits of “commercially capable” breweries buyers actually trustHow to prepare for buyer meetings like a proThe common pitfalls that kill supermarket deals before they startWhat small breweries can learn from big brands like BrewDogIf your goal is to grow beyond taprooms and bottle shops, this episode is essential listening.🎧 Listen now and discover what it really takes to get your beer on the shelf.

Want your brewery featured on TV or in national press, not just beer blogs? 📺📰In this episode, I’m joined by PR powerhouse Sarah Warman (ex-BrewDog, now global drinks consultant) to break down how breweries can win mainstream media attention and use it to grow their brand.You’ll discover:– How to create PR ideas that catch attention– The right way to build relationships with journalists– How to handle negative press without panicking– Ways to make the most of every media opportunity– Lessons from BrewDog, Sunday Brunch, and beyond👉 If you want your brewery noticed outside the beer bubble, this episode is your playbook for breaking into the mainstream.🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

Most breweries focus only on drinkers. But the real decision-makers? They’re often the gatekeepers who decide if your beer ever reaches a glass. 🍺🔑In this bonus live episode, recorded for the On a Plate Growth community, I share why breweries must look beyond consumers and start tailoring their branding, messaging, and strategy to the people who control access to their market.You’ll learn:– Why drinkers aren’t always your most important audience– How to identify the gatekeepers that shape your sales– The Pick a lane Principle: 1 goal, 1 audience, total focus– Practical ways to pitch and position to the right people– Real brewery examples that grew by targeting gatekeepers👉 If you want to sell more beer and sharpen your focus, this episode will show you how to think beyond the drinker.🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

Think PR is just for big breweries? Think again. 📢🍺PR is one of the most powerful tools indie breweries can use to build awareness, trust, and sales—without huge budgets.In this episode, I’m joined by global PR consultant AilsaCargill, who has worked with drinks brands worldwide, to break down what PR really means, why breweries need it, and how to start building visibility that lasts.You’ll learn:– The difference between press relations and public relations– How to map your PR stories across the year– Why great photography is non-negotiable– How PR, marketing, and sales work together to drive growth👉 If you’ve ever thought PR was too complicated, too expensive, or “not for you,” this episode will change your mind.🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music, and start building PR that makes your brewery remembered, not just seen.

Sampling isn’t just a giveaway, it’s a growth lever. 🍻In this episode, I sit down with Richard Lloyd Williams from Flavou Sampling to share a proven playbook for breweries that want to turn tasters into paying customers.We cover:– Live, in-home, and digital sampling explained– How to target key moments (like train-to-festival or trim-to-pub)– Messaging that works in venues to drive trial– Why barbershops and salons deliver surprising results– A simple measurement stack: QR survey + cash prize = clean data– Proof it pays: 30% claimed purchase and 2.7:1 ROI– How to start this week with just one case, one partner, and one goal👉 If you want to boost trial, track results, and sell more beer, this episode gives you everything you need to start sampling smarter.🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music—and let me know what you’ll test first.

What happens when a brewery goes all-in on lager? 🍺In this episode, Gavin Litton joins me to unpack how Pillars Brewery became a lager specialist with serious commercial bite. From brand clarity to taproom growth, discover the bold moves that helped them stand out and sell more pints.We cover:– Why “drinkability” can be a winning brand strategy– The simple hiring rule that levels up your team– Why orange branding works in beer– How premium small pack fuels draft sales– Practical tactics you can use this week to boost focus, cash flow, and accounts👉 If you’re looking to sharpen your brewery’s strategy and drive pint sales, this episode is packed with lessons you can put into action today.🎧 Search Branding for Breweries for more episodes and follow for fresh ideas every week.

Think making great beer is enough to grow your brewery? Think again.In this episode of Branding for Breweries, Tim Weaver chats with James from Brand Hackers about how breweries can stand out, attract loyal customers, and sell more beer in a crowded market.You’ll discover:– How to find what truly makes your brewery different– Why knowing your customer is your strongest marketing tool– Proven tactics breweries can steal from other industries– Low-budget wins that deliver big results– Strategies to scale nationally without losing your edgePacked with practical advice and real-world examples, this is a must-listen for brewery owners ready to grow beyond “good beer.”🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

What happens when you send your beer to 80 content creators? 🍺📲Brew 61 took the plunge, nearly 1,000 bottles shipped to influencers across the UK. The aim? Boost brand awareness and win over new drinkers. The results? Big spikes in views, a bump in sales, and valuable lessons for breweries thinking about doing the same.In this episode, Tim from Brew 61 joins Tim the Brand Weaver to share:– Why influencers can beat paid ads– How to choose the right creators for your brand– The logistics and costs you must factor in– Why a strong call to action is essential– Turning awareness into actual salesIf you’ve ever considered influencer marketing for your brewery, this is your behind-the-scenes guide to making it work.🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

Want to grow your brewery beyond borders—without blowing your budget? 🌍🍻In this episode, I chat with Simon Williams from Let’s Market, who helped Slovenian brewery Green Gold successfully launch in the UK. We break down how UK breweries can export into Europe and build global awareness without the usual headaches.You’ll discover:– How to plan and launch in new markets– What logistics nightmares to avoid– Why UK beer is in high demand abroad– How to use influencers, collabs, and events to build buzz– The financial and cultural pitfalls to watch out for👉 Learn the exact steps to expand internationally—with less stress, more success, and smart strategy.🎧 Listen now on Spotify, Apple Podcasts, or Amazon Music.

How do you build a cult beer brand by doing everything differently? Just ask Mash Gang. 😈🍻In this episode, I chat with Jordan Childs, founder of the rule-breaking, alcohol-free brand that turned chaos into community and built a following by being proudly weird, bold, and unapologetically itself.We cover:– How Mash Gang went from pandemic side project to cult sensation– Why niching hard builds real loyalty– How internal values drive standout creative decisions– Why being weird isn’t risky, it’s smart strategy– What big brands can learn from small, scrappy ones👉 If you’re a brewery founder, brand builder, or just ready to think beyond the drinker—this episode’s your blueprint for breaking the mould.

How do you turn pub passion into a media brand with 180k+ followers? Thomas J. Vosper did just that. 🍻📚In this episode, I’m joined by the creator of @historicpubcrawls to unpack how he built a loyal audience around beer, books, and bold content—without chasing trends or going viral for the sake of it.We cover:– How to grow a brand without gimmicks– Why Instagram beats TikTok for booze brands– Using video without overthinking it– What “authenticity” really means (and doesn’t)– What brewers should know before pitching creators👉 Whether you’re building a brewery, a media brand, or just love great pubs, this one’s full of smart insights and honest advice.

Want to stand out like the big players, without their budget? This episode shows you how. 💡🍻Alice Salisbury (Informed Consulting Co) has advised giants like Diageo and AB InBev and now she’s sharing what indie breweries can borrow, adapt, and own to grow fast with smarter storytelling and sharper comms.We cover:– A better way to pitch to bars and bottle shops– Why “authenticity” isn’t enough anymore– How to build a memorable brand on a small budget– Real-world lessons from spirits brands doing on-trade right– The one thing every brewery should do in their local venues👉 Whether you’re scrappy, scaling, or somewhere in between this episode will help you sell more by thinking smarter.

Think Untappd is just for ratings? Smart breweries are turning it into a serious sales tool. 📱🍻In this episode, I chat with Tom from Untappd to reveal how breweries are using the platform to plan releases, boost taproom traffic, and build loyalty.We cover:– How to use Untappd data to plan better beer launches– Why claiming your brewery page is a no-brainer– Taproom tools that increase check-ins and footfall– Untappd marketing features most breweries miss– What’s next for Untappd in the UK👉 Whether you’re an indie startup or scaling nationally, this episode will change how you see the platform, and help you tap into its full potential.

Peach lager. Mango pale. Raspberry radler. Fruity beers are everywhere in 2025, and buyers are taking notice. 🍑🍻This week, beer buyer Nathan Morrow (Venus / Tesco/ Booker Group) returns to share why flavour-first brews are dominating the taps, and what breweries should be planning next.We cover:– Why moderation and bold flavour are driving sales– What beer styles actually work commercially– What buyers are really looking for in 2025– Which trends are just noise,and which ones will stick👉 Whether you're brewing a fruited lager or planning next year’s range, this episode is full of practical, real-world insight from the other side of the table.

Can one brewery do it all? Jeremy Pryes says no, and that’s why he launched Idyll Forest alongside Pryes Brewing. 🍒🍻In this episode, we explore how Jeremy built two totally different beer brands to serve two distinct audiences, one consistent and reliable, the other wild, funky, and flavour-first.We cover:– The world of lambic, bottle conditioning, and terroir-driven brewing– Why Idyll Forest leans into artistry, chaos, and exploration– How Pryes Brewing stays steady, accessible, and scalable– When (and why) to separate your beer brands– What it takes to grow two brands without losing your mind👉 If you’re thinking about expanding your product range or launching a side brand, this episode will make you rethink your strategy.

What happens when your love of retro gaming becomes the heart of a beer brand? 🎮🍻In this episode, I chat with Andy Parker, founder of Elusive Brewing, about how 8-bit pixel art, video game nostalgia, and community connection turned a small brewery into a cult favourite in the UK beer scene.We explore:– How to turn a passion project into a powerful brand– Why Elusive’s artwork drives both engagement and sales– How naming, design, and storytelling help cut through shelf noise– What happens when you stay true to your niche—and double down on it👉 Whether you’re a brewer, a gamer, or just want to build a brand that actually means something, this one’s packed with inspiration and practical takeaways.

Can cask beer stay classic and connect with a new generation of drinkers? Absolutely, if you get the branding right. 🍺✨In this episode, I chat with brewery marketing consultant Harriet Kelly (Northern Monk, Brewgooder, Salt, Ossett) about how to reposition cask beer without losing its soul.We explore:– How to attract younger drinkers without alienating loyal fans– Rebranding strategies that respect tradition and boost relevance– Small fixes with big impact, like better pump clips and taproom tools– Why briefing before brewing can transform your range– What defines a premium cask brand in today’s market– How visual and tone consistency builds trust across your lineup👉 If you brew, sell, or love cask, this episode will help you future-proof your brewery, without losing what makes you special.

Is your brewery’s website quietly costing you sales? It’s more common than you think. 🖥️📩In this episode, I’m joined by Ben Walton, founder of On a Plate Growth, to break down how breweries can improve their website, email flows, and digital sales strategy with fast, real-world fixes.We cover:– The top website mistakes breweries make (and how to fix them)– How to treat your webshop like a physical taproom– Why email flows (not just newsletters) drive consistent revenue– How to build irresistible gift packs that actually convert– What content your site needs, and what to ditch👉 Whether you're new to digital sales or ready to optimise, this episode is packed with quick wins to upgrade your online presence today.

What really happens when your indie brewery joins forces with a global beer giant? 🍺🤝🌍In this episode, I’m joined by Jez Galaun, co-founder of Brixton Brewery, to talk about the journey from under-the-arches startup to joining the Heineken family, without losing sight of brand integrity.We cover:– The story behind Brixton’s partnership with Heineken– What changed (and what stayed the same) post-deal– How to stay community-focused while scaling nationally– The evolving “craft vs indie” debate in 2025– What big beer actually looks for in brands they invest in👉 If you care about brand growth, indie values, or navigating partnerships without selling out, this episode is a must.

Want more locals in your taproom, without paid ads or social media headaches? This episode is for you. 🧠📍I’m joined by marketing strategist Madeline McMahon to break down smart, scrappy ways breweries can grow footfall using community-first tactics and overlooked tools.We cover:– Community marketing moves that actually work– How your Chamber of Commerce can drive real sales– What most breweries miss on their Google Business Profile– Outreach strategies that bring people through the door– Easy ways to get locals talking about your brewery👉 If you're done chasing algorithms, this episode will help you connect with your community, and grow because of it.

Why are more drinkers choosing taprooms over traditional pubs? It’s not just about the beer. 🍻🏠In this episode, I’m joined by Laura Emson, taproom inclusivity consultant, CAMRA exec, and Women on Tap board member, to explore how taprooms are redefining hospitality, inclusivity, and customer experience.We cover:– What makes taprooms feel more welcoming than pubs– Small layout changes that make a big difference– Why bar stools might be holding your brand back– How staff shape brand perception and loyalty– The power of community, vibe, and purpose-built space– What pubs can still teach us, and how to blend both worlds👉 Whether you’re opening your first taproom or refreshing your space, this episode is full of big ideas and practical tools to help you level up.

Social media won’t save your brewery. But owned media just might. 📧📲In this episode, I chat with Chris Overlay from Get Hoptimized, a beer-focused marketing agency, about why email, SMS, and loyalty tools should be your marketing MVPs.We dig into:– What owned media really is (and why it beats social)– How to grow your mailing list without annoying your audience– Real tactics that build loyalty and drive taproom visits– Whether you really need an app, or just a great email👉 If you’re tired of chasing followers and want marketing that actually works, this episode is your no-fluff playbook.

Brewing great beer is easy. Building a brand that sells it? That’s the real challenge. 🍻💡In this episode, I’m joined by Amanda Bruns, founder of Ale Advised, to help you turn passion into profit by thinking like a brand.We dive into:– Why passion alone won’t pay the bills– Why brand voice matters more than visuals– How to turn your staff into your best storytellers– What to do if you hate being on camera– How to stay authentic and serve your market– One small mindset shift that changes everything👉 If you’re stuck between what you love and what actually sells, this episode gives you the mindset, tools, and language to bring your story, and your taproom to life.

Feel like your brewery’s marketing is reactive, inconsistent, or just chaotic? You’re not alone, and there’s a better way. 🧠🍺In this episode, I’m joined by Warren Bondi, co-founder of Beer Marketeers, to reveal the systems, tools, and strategies that help breweries streamline their marketing and sell more beer.We cover:– The #1 reason brewery marketing fails (and how to fix it)– “Bare bones but brilliant” setups for small teams– Project management tools that actually work for brewers– How to align sales, taproom, and marketing goals– When to bring in outside help, and when to DIY– Why better organisation leads to faster growth👉 Whether you’re a one-person team or scaling to multiple locations, this episode will help you get your marketing ducks in a row, once and for all.

The LoNo beer market is booming, but are breweries keeping up? 🍻🚫In this episode, I’m joined by Ben Gibbs, aka Sober Boozer’s Club, to explore how indie breweries can better connect with the fast-growing alcohol-free market and meet the expectations of today’s sober-curious drinkers.We cover:– Why alcohol-free beer is growing, but still misunderstood– What drinkers actually want from LoNo beer (hint: it’s not big “0%” labels)– How to position your non-alc range without alienating core fans– Common brewery mistakes in branding and marketing LoNo products– What indie brewers can learn from Guinness, Lucky Saint, and Mash Gang👉 If you're serious about making your alcohol-free beer sell, this episode is your playbook.

How do you create a beer so tied to a city, people think it’s always been there? 🖤🍺In this episode, I’m joined by Paul Anspach, co-founder of Anspach & Hobday and one half of the team behind London Black, the Nitro Porter taking on Guinness from the heart of the capital.We dive into:– How London Black became a brand Londoners genuinely own– Why every beer needs a sense of place, and how to build one– The David vs Goliath dynamic with Guinness– How the brand was developed fully in-house– How a Nitro Porter became a movement, not just a product👉 We also talk naming, posters, design, and how lockdown gave them time to build something iconic.Perfect for brewers, designers, and brand builders alike.

What really makes a beer independent, and why should drinkers care? 🍺In this episode, I’m joined by Neil Walker, Head of Marketing at SIBA, to explore how breweries can use the Indie Beer badge to stand out, win trust, and grow their audience.We cover:– “Craft” vs “independent”: what drinkers actually think– Why 30% of 18–24s already care about indie status– How to use the Indie Beer badge to boost visibility– What the latest research says about consumer expectations– Practical ways to join the campaign and amplify your message👉 If you run an independent brewery and want to grow your reach, this episode is packed with tools and insights you can use right now.