Newbies to Launching a Brewery? 3 tips from 10+ years of experience. – Ignite your audience with our social strategies

I originally posted in 2015 about my friends and power couple: Eric and Kat Latham a year after they opened their first location of Johnson City Brewing Company. Since then have they expanded to another location in the downtown of Johnson City and opened a second location in 2020 in the Boones Creek area.

I will share with you tips from them about how to market your brewery, especially if you are new to it.

Valentina and Eric at the JC Prayer Breakfast in 2024

What made me write this

A friend was considering reaching out to Eric and needed his contact info about being a possible vendor for the brewery. I told her over text he is the man I trust most in the Tri-Cities. Then, I noticed on a tv interview that they are going to celebrate their 10 year in business in 2024.

Finally, I just recently ran into Eric at a local event this week. It prompted me to update my blog post about them and share their tips. I even asked ChatGPT for three best practices (marketing wise) if someone started a brewery:

Showcase Your Brand’s Personality and Values
Engage Directly with Your Community
Leverage Visual and Interactive Content

Marketing nuggets of info from Eric and Kat

I texted Eric with this question: what would you tell newbies in launching a brewery that they need to do with their marketing or storytelling? He responded: “Good morning! I think a lot of folks are really interested in how beer is made. Our motto has always been a story behind every beer. Tell that story, tell people how ya make the beer. Even if it didn’t go as planned. It helps people connect with the products and your company.”

Kat & Valentina at the downtown location in 2017

I texted Kat this question: What marketing tools did you use or tips would you say helped you guys stand out when you first launched your brewery? She responded: “We jumped on the social media bandwagon for our marketing – mostly because it was so inexpensive and reached such a large audience.

Of course now it’s more expensive and more difficult to reach your target market but ten years ago it was extremely effective. The other inexpensive marketing tool was to promote ourselves at community events with booths and sponsorships as well as sending press releases to gain some media attention. People still read the local newspaper and watch the local news stations. It really is great exposure. You just have to get out there 🙂 “

My suggestions for success

I always get a kick out of a new business that hasn’t even opened yet when they show me the behind the scenes. I open up my Instagram and I see visuals of the before and the after (photos) and the fun finds during the construction phase (on their Stories).

I love learning the founder’s “why” – what called to pursue this passion? How can you consistently show up for your audience? Is it through videos, stunning pictures, or simply your storytelling?

Find the time and the person on your team to manage this consistently. Imagine your business being 10 years old? Wouldn’t you be glad to have a plan in place for success? Archive these new memories and post them! I first met Kat and Eric ages ago before they had children.

Are you stuck on growing your business? I can help you understand and use marketing to help you grow your online presence. Reach out to me by contacting me with my info below.