To me, a layman, the brewing process is a mysterious one.
I could spend hours on Google and come away with very little understanding because it’s not my world.
A lot of the terminology goes in one ear and out the other.
And I’m left thinking about beer in the middle of a weekday.
However, the few conversations I’ve had with brewers have provided far more clarity.
Because:
- I got the information directly from the source - the guy who does all the mad science.
- I was drinking the beer he was going on about. I could taste it as he described what went into it.
I’m not suggesting you force your brewers into a crowd of confused beer drinkers to lecture them on carbonation.
Nobody wins in that situation.
So what’s the alternative?
There are loads of ways. Here’s one now:
Let’s say you’ve got a new beer releasing soon.
(And let’s say you’ve committed to sending more emails and to treating every beer release or rerelease with the pomp and circumstance it deserves.)
Get your brewer to write out in simple terms what the new beer is. What’s in it, how long it takes to ferment, how strong it is, etc.
Boom, there’s your email. (Which you can then pair down until it fits the platform, like we talked about yesterday.)
Brewer isn’t much of a writer?
That’s fine, you do it.
Pay somebody to do it.
Not only does this approach demystify the brewing process, but it also provides your audience with more specific reasons to love your beer.
Plus, by sharing this information, you become the brewery that educates, thus giving off a sense of added expertise.
I understand how busy brewers are. I don’t want to give anybody more work.
All I want is for you to pull back the curtain just a little bit.
Let your audience see how much skill and heart goes into every pint.
Cheers.
Creative Director for FKN Beer Inc/ Advisor at Moxy.io/ Emmy-nominated SFX and Music Producer
2moImma be there soon!