What Are the Marketing Strategies for UK Craft Breweries to Expand Their Online Presence?

Craft breweries in the UK are finding innovative ways to establish their presence in the digital world. Going online has never been more crucial for brands, and a strategic approach can help breweries reach more customers and increase their sales. By leveraging the power of social media, digital marketing, and online platforms, you can make your own craft brewery stand out in the crowded market. But, how can breweries translate their passion for beer into a winning online strategy? Here’s how:

Using Social Media for Brand Building

Breweries have a unique opportunity to use social media to build their brand and connect with their audience. Instagram, in particular, offers a visual platform to showcase your products, your people, and your personality.

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By using Instagram to its full potential, you can create content that resonates with your customers, tells your brand story, and showcases the uniqueness of your craft beers. Craft breweries can utilise Instagram’s features such as stories, reels, IGTV, and posts to create a rich and varied content mix that keeps their audience engaged.

Remember that authentic engagement is key to social media success. Respond to comments, answer DMs, and consider running online contests or giveaways to increase your interaction with your audience. The more engaged your customers are, the more likely they are to remember your brand and choose your beer.

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Leveraging Online Sales Channels

Expanding your online presence also involves making your products available for purchase online. This is where online sales channels come into play. Selling directly from your website is one option, but there are also many online beer marketplaces that you can utilise.

By diversifying your online sales channels, you increase the chance of reaching more customers. Consider offering delivery, pick-up, or even subscription services to make shopping with you convenient for your customers.

Don’t forget that a smooth and user-friendly shopping experience is crucial. Make sure your online store is easy to navigate, your product descriptions are clear, and the checkout process is straightforward.

Mastering Content Marketing

Content marketing is an effective way to attract and retain customers by creating relevant and valuable content with the aim of changing or enhancing consumer behaviour.

Blogs, infographics, videos, podcasts, and newsletters are just a few forms of content that you can use to educate your audience about your beers, your brewing process, and your brand as a whole. This will not only improve your SEO rankings but also build trust and credibility with your audience.

Remember, consistency is key in content marketing. Keep your brand voice and message consistent across all of your content, and try to publish new content regularly.

Implementing SEO Strategies

Search engine optimisation (SEO) can significantly boost your online visibility. SEO involves optimising your website so it ranks higher in search engine results, therefore attracting more organic traffic.

SEO is a long-term strategy that requires constant attention and adjustment. Start by ensuring that your website is user-friendly and mobile-optimised. Then, focus on keyword research to understand what potential customers are searching for when they look for beers online. Use these keywords strategically in your website content, meta descriptions, and blog posts.

Backlinking is another important aspect of SEO. Make an effort to create valuable content that other websites will want to link to, and consider reaching out to relevant websites to see if they would be willing to link to your content.

Utilizing Email Marketing

Email marketing remains one of the most effective digital marketing strategies. It allows you to directly communicate with your customers and keep them updated with the latest news, products, or special offers from your brewery.

Start by building an email list. You can do this by offering something valuable in exchange for email addresses, such as a discount code or a free eBook. Once you’ve built your list, segment it based on customer behaviour to send targeted emails that resonate with each group.

Remember to keep your emails interesting and valuable to prevent your subscribers from unsubscribing. Include engaging content, such as behind-the-scenes looks at your brewing process, recipes that pair well with your beers, or exclusive discounts.

In the world of craft beer, where authenticity and passion are king, online marketing efforts should be a reflection of the same. With a strategic approach to social media, online sales, content marketing, SEO, and email marketing, you can increase your visibility, attract more customers, and grow your business.

Promoting User-Generated Content

User-generated content (UGC) is any form of content — like photos, videos, text, and audio — that has been posted by users on online platforms such as social media. In the beer industry, this could be a picture of a customer enjoying one of your beers or a blog post reviewing your latest brew.

User-generated content can be an incredibly powerful marketing tool for craft breweries. It provides social proof, shows your products in action, and allows your customers to become part of your brand story.

Encourage your customers to share their experiences with your beers online. This could be through a photo contest, a hashtag campaign, or simply by asking them to share their thoughts in the comments of your posts.

Remember, it’s not just about encouraging UGC, but also about showcasing it. Share your customers’ content on your own social media channels, your website, and in your email newsletters. This not only shows your appreciation for your customers but also increases the reach of their content.

UGC is a marketing strategy that helps to foster a stronger connection between craft breweries and their audience, ultimately boosting brand loyalty and sales.

Exploring Influencer Marketing

Influencer marketing is another digital marketing strategy that can be effective for craft breweries. This involves partnering with influencers — individuals with a large and engaged online following — to promote their products.

Influencers can give your brand exposure to a wider audience and help you build trust with potential customers. This is because people tend to trust the recommendations of influencers they follow and admire more than traditional advertisements.

When choosing an influencer to partner with, it’s not just about the size of their following, but also about their relevance and engagement. An influencer who often shares content about craft beer or food and drink experiences, and who engages regularly with their audience, can be a valuable ally for a craft brewery.

Furthermore, influencer marketing can be adapted to suit different budgets. While some influencers may charge high fees for a partnership, others may be willing to work in exchange for free products or a commission on sales.

Influencer marketing can be a valuable part of a craft brewery’s marketing strategy, helping to increase brand exposure and reach a wider target audience.


Craft breweries in the UK have a variety of digital marketing strategies at their disposal to help expand their online presence. From leveraging social media for brand building and utilising online sales channels, to implementing SEO strategies and exploring email marketing, there are numerous opportunities to reach and engage with potential customers online.

Promoting user-generated content and exploring influencer marketing are additional marketing strategies that can help breweries to connect with their audience and increase brand visibility.

However, just as every craft beer is unique, so too should be every brewery’s approach to digital marketing. A successful marketing strategy should reflect the brand’s values, engage with its target audience and showcase its products in a way that attracts and retains customers.

Consistency, engagement, and authenticity should be at the core of every craft brewery’s marketing efforts. Remember, in the world of craft beer, passion and authenticity reign supreme, and your digital marketing efforts should be a reflection of this. So, raise a glass to your online success!