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Beer Marketing

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Fermentis - Main sponsor of Lille 2024

Beer Marketing

e-commerce for breweries – how to ride the wave and generate growth?

Moderator:
Rick Kempen, Bier&cO

Speakers:
Juan Jose Delgado, Estrella Galicia
Mark Roberts, Beer Hawk
Christian Klemenz, Bierothek

E-commerce has boomed during the Covid-lockdowns. What started as an emergency solution has now enshrined itself as a new consumption modus operandi for consumers of all types of good, including alcoholic beverages and is set to last and offer new growth options for brewers of all sizes. However, an important question remains on how to succeed when it comes to beer and e-commerce. What brewers should take into consideration. What models exist? Should breweries develop their own web-shop and delivery systems? Should they rather join existing beer web-shops? What are the pros and cons? Our speakers will give their views on the matter based on their experience and help you navigate this complex, future-oriented, but important channel of growth.

Sustainability and marketing – how to maximise the green element of your brewery in your story telling

Moderator:
Frederik Picard, Reputations

Speakers:
Thomas O’Mahony
Fede Segarra, Damm Brewery

Many brewers, from the microbrewery to the large brewery, have done or are doing efforts to become more sustainable and enshrine themselves with low, no or a positive impact on the local community. Efforts can range from sourcing of the ingredients to energy saving, to circularity, be it for business reason or, more often, because brewers care. In an age where sustainability is in everyone’s mouth, do brewers manage to properly communicate about this and share this story with consumers? There’s a great benefit in terms of brand reputation and appeal to consumers to show that your beer not only tastes good, but that it contributes to saving the local and global environment. This session will help brewers identify their assets and to use them from a communication and marketing perspective.

“Do-It-Yourself” Marketing – selling your authenticity story with limited resources, time and skills

Moderator:
Thomas O’Mahony

Speakers:
Frederik Picard, Reputations
Kevin Patricio, Basqueland Brewing
Cédric Minot, Brasserie du Borinage

Every brewery does marketing. Every. But they all do it in a different way. Whilst traditional marketing via TV, newspaper and radio advertising remains the domain of the bigger companies (for budget reasons, mostly), the digital world has offered brewers of smaller sizes a lot of opportunities to increase visibility, presence and outreach to potential consumers.

However, whilst the digital world offers opportunities, many small brewers also see the downside of it: how can they properly manage social media and digital communication with limited financial resources, small manpower and no to limited marketing skills? This session will provide an introductory speech geared at small brewers with low budget, limited marketing skills and time and deliver a few concrete advice to develop a small-scale, resource-limited marketing strategy on social media that can help them make a difference, increase their brewery and brand visibility and boost their sales. Small brewers having gone that way will share their very concrete experience and answer questions from their peers to help them.

In the love of beer – telling the story of beer and how wonderful it is.

Moderator:
Tim Webb

Speakers:
Henri Reuchlin, BIERburo
Antonio Fumanal, La Zaragozana S.A.
Mark Gavhure, BBC Global News
Katherine Stokes, BBC Global News

Brewers are proud of their beers and often rightfully so. This chorus of many very different brewers talking enthusiastically about their beers is a great asset for the image of beer. In times where many people question their foods, where they come from, whether they are natural, healthy and sustainable or not, all this might be not enough in the long term.

What sometimes gets obscured in the multitude of stories is the beauty of beer in general. Beer is rooted in nature through its ingredients (water, cereals, hops). It has been the cradle of human culture, once called the “liquid bread”. Its huge diversity is an echo of Europe’s rich culture. The vast choice in raw materials combined with the mastery of brewers makes it possible that beer fits in almost any life style.

This session will extoll the story of beer from the richness of its ingredients to the diversity of beers and brewers, and how it fits in a modern lifestyle.  It is why brewers are proud of it should be vocal about it.