Mon Sep 21: Beer & Cider Marketing Awards winners

These are the breweries that nailed marketing in 2017

Original Gravity

You love your favourite beer because of how it tastes. But how did you first find out about that beer? You might have spotted it on the bar or shelf, but how did it get there and why did you notice it? Did it have a cool name or design? Had you heard of it before? If so, where? And how did the brewer persuade the bar or shop to stock it?

Marketing is often thought of as a dirty word in beer, but every brewer does it, even those who think they don’t.

A lot of marketing patronises its audience or clubs them over the head. Too much beer marketing is still appallingly sexist. And a lot of it is just rubbish. That’s why we at Original Gravity% think it’s important to celebrate the good stuff. And that’s why we’re partnering with the Beer and Cider Marketing Awards.

Creativity doesn’t end with crafting that wine barrel-aged hibiscus saison. The best brewers are also talented at packaging it in a way that makes you notice it, and telling you about it in an interesting way. Twenty years ago, beer brands were built on the back of entertaining TV ads, and only big brands with big budgets could afford to do them. But now, people get to know brands through social media and at events too. Brewers with no marketing department can get noticed just as much as those with millions to spend. And with hundreds of new breweries opening every year, it’s getting both much harder and much more important to stand out.

The Beer Marketing Awards started in 2015 with a mission to celebrate the best in beer marketing, from craft to cask, from big lager to brewpub hop bomb, from TV to can art to Instagram. This year, the awards have expanded to include cider.

Brewers and cider makers and their agencies can enter the awards at bestofbeerandcider.com/enter

Entries close on 26th June. The awards ceremony is on 21st September, and we’ll be there to toast the winners.