What do 45 breweries have in common? And why should 1400 more U.S. breweries (and others around the world) should consider following their lead? Only one way to find out.
Grab some pretzels and a beer because this one’s got a lot of info in it. Click below.
[P.S. any breweries that are interested that want to hire me as their twitter marketer/consultant after this, send me a note! 😛 ]
First things first, if you missed my intro article on Craft Beer in Twitter land, click that link. Twitter is a ‘new’ service in which we type 140 character messages whenever we feel like it. But what we can do with 140 characters is pretty cool.
These articles build on the work done by fellow bloggers: Hail the Ale, Musings Over a Pint, and the Northern CO Beer Examiner. Hail the Ale counted just a handful of beer twitterers a year ago. I now count hundreds (and that is just the craft beer side, no macros!).
Don’t believe me? Just take a look at the number of people tweeting that they’ve been drinking “Arrogant Bastard” in the past 48 or so hours. Many of the people you see there aren’t even in the “craft beer clique” on Twitter. If you want to see some of the craft beer folk on Twitter, just take a peak at who I am following. Now to the task at hand…
THE 45 CRAFT BREWERIES ON TWITTER
I will add the full list of craft breweries tonight. No time to link them all but you will see them all linked if you click on my beerpulse profile and check out the everyone that I am following. You will find major craft brewers, small brewpubs, and “breweries in planning” (wisely generating buzz before they open) on this list. Not all of them stay active unfortunately but most do. Some notables:
Epic Beer – Based in New Zealand and from what I can see, the first brewery to join Twitter. Kudos!
Flying Dog – Very much the pioneer on the American side
Saint Arnold Brewing – Very active, giving both brewing/bottling updates, organizing pub crawls, etc.
Deschutes Brewery – Active, occasional brewing update and news tidbit
Shiner Beer – A ton of updates on some days but don’t overdo it guys!
Surly Brewing – Just signed up and proving to be active so far
Bells Brewing – Recently getting back into it more but only after two months off?
REASONS WHY MORE BREWERIES SHOULD JOIN
It should be noted that if a brewery is thinking about joining up but is looking at it from purely a marketing angle (and wanting to make a huge bang for its buck), that brewery shouldn’t waste its time. Twitter is more of an interpersonal service than a marketing scheme though you can definitely make it work BOTH ways. Small breweries are a perfect fit for Twitter:
1) Build a small following around your brewery and get to know those who drink your beer who may not be local.
2) Let people get to know the brewery (or the owner or the brewer or the marketing person that runs the Twitter account)
3) Quick way to disseminate last-minute type event/tastings notices and any other info you wanna spread (more timely than a weekly or monthly newsletter)
4) Quick feedback/questions/answers exchange (for example, if someone had a bad experience at your brewpub, you may never hear about it but some will post this kind of stuff on Twitter. You can follow up and others will see firsthand your excellent customer service!)
5) Many recipes are workable and Twitter is perfect for quick feedback on a beer.
THEY NEED A LITTLE MARKETING DATA, TOO?
Though the 35-44 crowd makes up the biggest age demographic on Twitter, there are many in the 18-34 range as well. That Time article suggests that many of the older (40s) Twitter crowd are affluent. And it goes without saying that those on Twitter are early adopters, especially on the tech side (perhaps more adventurous, etc). What I am suggesting is that, while not as perfect of a target market as Beernews.org, Beer Advocate, RateBeer, etc., certain breweries could really benefit from using Twitter! Twitter users deviate from the status quo, the norm. They are more ‘hip’ and maybe even more ‘geeky.’ You would find these qualities in your existing drinkers!
WHAT BREWERIES SHOULD BE ON TWITTER
Now back to Stone Brewing. Remember how many people on Twitter are drinking and tweeting about Arrogant Bastard Ale? I counted a few dozen in the past week and that is just one beer. That doesn’t include tweets about ‘Stone Brewing’ and ‘Stone Brewery’ visits or other beers like Pale Ale and Ruination. There are literally 200+ things said about Stone every week on this service. Are they listening? If so, why aren’t they interacting with these people?! Huge opportunity of which Stone should take advantage. I suspect that a lot of the folks we see in the “Arrogant Bastard” search are fringe ‘microbrew’ drinkers, too, meaning they aren’t loyal to Bud or Miller. Just waiting to be swept off of their feet by craft beer. Stone has made the right move in getting an account; now let’s see how they use it.
Who else should be on there? ALL big craft brewers like Boston Beer Co., Sierra Nevada, Red Hook, etc. should be on Twitter. Also all of the smaller breweries that dabble in the fun marketing stuff (Flying Dog is the leader). Yeah, I’m looking at you Oskar Blues! Those in/near big metro areas, especially San Fran, should be on there (where’s Anchor?). I could go down the line and there is probably a good reason for every brewery (that wants more people drinking its beer) to be on Twitter. Hell, if little Ben’s Brewing in South Dakota can do it, anybody can.
Tell your local breweries and brewpubs to get their asses into gear and get on Twitter! Now wait until we get to the bars and stores (even more uses for Twitter). And the homebrewers and the rest….
Want to learn a heluva lot more? My offer for social media (think Facebook, etc) consulting work is still open 🙂