How to position your brewery's brand

In May 2022, Brazil reached 1,500 breweries registered with MAPA - the Ministry of Agriculture, Livestock and Food Supply. That number is far higher if we count the homebrewers who have already developed their labels and are slowly starting to sell.

What does this mean? That there are thousands of brands spread across the country in the same segment, selling products in the same market and that (like it or not) are competitors of one another.

Even if the flavors and aromas of your labels are distinctive and you – or even competitions – say they are the best out there, your audience needs to identify with you and understand you and your essence. For that, a well-thought-out, strategic brand positioning is essential to stand out in an increasingly crowded world.

What is brand positioning and how to position your brewery

In short, your brewery's brand positioning is how you want to be recognized by your customers. That is, it is how you present yourself and work to be seen, but not necessarily how you really are.

In an ideal world, the positioning you project and the image – the way the public perceives your brand – are the same. For that to happen, well-structured work has to be done.

In a market that stayed stagnant in this respect for a long time, the positioning of breweries – especially craft breweries – is even more necessary in the eyes of society.

Decentralization of beer positioning

When did you start to notice that industrial/commercial breweries began to speak in a somewhat different way?

Not that long ago. Until just a few years back, the messages put out by companies were all very similar. Focused on a specific audience, the media showed men as the target consumer in an environment surrounded by people within standards and stereotypes, which is far from the reality of many consumers.

The game has changed. Consumers are increasingly aware and buying whatever they identify with most.

With hundreds of options and products competing for a spot in the shopping cart, it is increasingly clear who holds the power: the consumer is critical, empowered and demands respect and attention to their ideologies from brands.

These are the brands that go home with them, even if – often – they end up being a bit more expensive. The “I drink less, but I drink better” movement is real, and it is what drove the rise of craft breweries and made local draft beer win space on bar taps.

This shows the need for brand positioning tied to the audience. The possibilities are endless and we are no longer limited to showing “more of the same.”

Every brewery has its own identity, its own story, its own reason to exist. No label is the same as another and, for that reason, no brewery should be either.

How to define brand positioning for your brewery

A brand that has defined its positioning well has its main characteristics and advantages known and reaffirmed by the public. To get that result, it is important to work on everything that can help associate with your brand. And that does not mean just working on the visual identity well.
Of course, the brand (logo and symbol), the labels and all of your company's other visual materials are fundamental.

After all, consumers should take one look, recognize your brewery and feel something tied to what they are seeing. But this must extend much further.

• To start thinking about your positioning, answer:
• What does your brewery care about?
• What makes your beer different?
• How do you want people to remember your brand?
• Who are the people who will identify with you?

Everywhere your brand is present, these answers will guide you! This means you must make them clear to your employees, suppliers, competitors and, of course, your consumers.

The three most classic ways to convey this positioning are: the visual identity of your beers, social media and the point of sale.

Visual identity

Is “who you are” well represented in your company's visual identity? Will someone who has never heard of it find one of your labels on the shelf and receive the message you want to send?

Visual identity is the front door that communicates without you having to open your mouth to explain.

Cervejaria Amada is a good example of brand positioning through visual identity.

From the brand, through the names of the labels, to the illustrations on each one, Amada manages to show its love for its origins and the representation of Bahia in every aspect. Can you see it?

Social media

The global consensus has convinced (nearly) everyone that creating a social media profile is a must when starting a business. What few brands know is how to make the most of this activity.

What do the images you plan to publish look like? Do they look like an ad? Do they have text and a lot of visual information? If so, it is time to rethink.

People use social media day to day for leisure. So, people tend to follow profiles that show a lifestyle, people. Posting images with text that look a lot like a magazine ad will turn your profile into an information access point – that is: I don't follow, but I check it when I want to know what is going on. Invest in good images of your customers having fun and create environments that look amazing in photos.

A business profile on social media should publish relevant, beautiful content to attract new customers.

A great example is the Cervejaria Perro Libre profile. Bringing the establishment's day-to-day in high-quality images, but without losing the consumer's point of view, creates a profile that generates interest in visiting and consuming, without taking an advertising perspective to the platform.

[ebook + spreadsheet] Marketing Guide for Bars and Breweries

Point of sale

Where could customers better feel your essence than in a place designed 100% by you? Working on building an environment that carries your positioning into every corner is a great way to communicate fully.

How you want people to feel in front of your brand can be turned into local experiences for them.

The Cervejaria Alright, for example, has a strong easy going vibe – the goal is for you to feel good! Everything at Alright works toward one final goal: to deliver a positive experience for the customer, making the environment as comfortable as possible. As their own slogan says: brew up, chill out!

The Beer Garden at Alright Beer is a success story.

To make that possible, they built a space that blends the brewery with a beer garden with 12 taps of myTapp self-pour draft beer, where customers have the freedom and democracy to pour as much as they want – paying proportionally for it –, try every label and then take off their shoes and relax on the grass!

And you, what are you doing to position your brewery?

With so many brands emerging in the market, to win people over with flavor you will first need to generate identification, curiosity and experience. Ready for a market that keeps growing? And if you want to know more about the state of the craft beer market in Brazil, be sure to access our ebook on the subject!

Want to learn more about myTapp and how we can bring the technology to your establishment? Request a contact!

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