The Craft Lyfe - Marketing and Branding for the Craft Beer Industry

Samuel Phanor
  • 5.0 (10)
  • MARKETING

To brand your craft is to create a perception of what people think of when they think of you and your craft! In order to create your brand you need to develop a reputation. Your reputation is an assessment of your trustworthiness. This is what The Craft Lyfe Podcast is all about! Whether or not you’re a homebrewer, brewer, or a brewery owner, the principles you'll learn on our podcast are applicable to anyone!

  1. 𝐄𝐩𝐢𝐬𝐨𝐝𝐞 𝐄𝐢𝐠𝐡𝐭𝐞𝐞𝐧 | 𝐓𝐡𝐞 𝐂𝐫𝐚𝐟𝐭 𝐁𝐞𝐞𝐫 𝐂𝐞𝐥𝐥𝐚𝐫 𝐅𝐨𝐫𝐭 𝐋𝐚𝐮

    07/12/2021

    𝐄𝐩𝐢𝐬𝐨𝐝𝐞 𝐄𝐢𝐠𝐡𝐭𝐞𝐞𝐧 | 𝐓𝐡𝐞 𝐂𝐫𝐚𝐟𝐭 𝐁𝐞𝐞𝐫 𝐂𝐞𝐥𝐥𝐚𝐫 𝐅𝐨𝐫𝐭 𝐋𝐚𝐮

    Have you ever dreamed about running your own business? If so, you’re not alone. A survey conducted by Inc. Magazine found that 63% of working adults in the United States either own or want to start a business. The opportunity to be your own boss, set your own hours, and spend your days doing what you love is a dream come true. Right?! Sure sounds like it for us!  However, the reality is starting any business model, more specifically, a business model within the craft beer industry is tough. It’s a lot of paper work, a lot of dealing with the city and zoning, you’ve got to plan your buildout and much more! It takes patience, determination, and true passion! Which is exactly what episode 1️⃣8️⃣ is all about! Starting and owning your very own bottle shop and what it takes to do so! Now sit back, grab your favorite beverage, and check out Eddie and Amy Abralde’s story of starting and running their very own Craft Beer Bottle Shop! 𝐃𝐮𝐫𝐢𝐧𝐠 𝐭𝐡𝐢𝐬 𝐞𝐩𝐢𝐬𝐨𝐝𝐞 𝐰𝐞 𝐞𝐱𝐩𝐥𝐨𝐫𝐞𝐝: ✪  What led Eddie and Amy to start the bottle shop model? ✪  What kind of relationship is needed while working with distributors. ✪  What they found to be difficult in starting up a bottle shop. ✪  Why they chose to join The Craft Beer Cellar franchise. ✪  The benefits of being a franchisee. ✪  The future of Craft Beer Cellar Fort Lauderdale. After this episode, you’ll leave with a very important quote, “Customer service is the handshake, hospitality is the hug!” This ideology is truly important when it comes to taking care of your customers, clients, patients, or guests. 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐰𝐢𝐭𝐡 𝐓𝐡𝐞 𝐂𝐫𝐚𝐟𝐭 𝐁𝐞𝐞𝐫 𝐂𝐞𝐥𝐥𝐚𝐫 𝐅𝐨𝐫𝐭 𝐋𝐚𝐮𝐝𝐞𝐫𝐝𝐚𝐥𝐞: Facebook: facebook.com/cbcftl Instagram: instagram.com/cbc_ftl/ Untapped: untappd.com/v/craft-beer-cellar-ft-lauderdale/9312923 Website: https://craftbeercellar.com/stores/fl/fort_lauderdale/

    39 min
  2. Episode Seventeen | 360° Look Into 3 Sons Brewing Co. with Founder, Corey Artanis!

    06/11/2021

    Episode Seventeen | 360° Look Into 3 Sons Brewing Co. with Founder, Corey Artanis!

    When it comes to starting your own business, it can be a long process that requires a lot of time and investment. But the rewards are definitely worth the sweat and tears! Without a doubt, opening your own brewery may be one of the most thrilling and terrifying experiences you’ll ever go through. During this episode, we take an exclusive look under the hood of 3 Sons Brewing Co.   We learned a bit about the founder, Corey Artanis, what led him into creating his own brewery, the backstory to why he chose the name 3 Sons, the future of 3 Sons, how his brewery ended up on Guy Fieri’s hot TV show; Diners, Drive-Ins & Dives… and much more! 3 Sons Brewery is located in Dania Beach, FL. The brewery is retrofitted in a spacious 11,000 square ft, 1940s warehouse, not far from the Ft. Lauderdale airport, with soaring 30-foot ceilings and a clean, modern design. During this episode we explored: ✪  How Corey entered the craft beer scene, what Corey was doing in his life before 3 Sons. ✪  What led him to start 3 Sons. ✪  3 Sons + The Black is Beautiful Stout. ✪  3 Sons take on the direct to consumer model. ✪  3 Sons approach to label design. ✪  The marketing and branding tactics that 3 Sons uses. ✪  The future of 3 Sons Brewing. After this episode, you’ll come to the self-realization that with the right resources, skills, and support from people who have been there, your lyfe journey of starting or creating whatever it is that drives you will not only be successful, but so worth it.

    30 min
  3. Episode Sixteen | The Launch of Shōjō Beer Company + Everything in Between

    06/04/2021

    Episode Sixteen | The Launch of Shōjō Beer Company + Everything in Between

    During this episode, we took a sneak peak into the life of Haidar Hachem and Marilyn Oroʑco, the founders and creators of Shōjō Beer Co.. We explore what led them into craft beer, their journey & experience in launching their brand new craft beer brand! When creating a craft beer brand it’s important to infuse your unique personality so consumers can relate to you – as well as creating unique flavor profiles that speak to your brand! People value authenticity in the brands that they purchase, and that is exactly what went into creating Shōjō Beer Co. This desire for a genuine and unique brand experience isn’t going anywhere. If you make quality beer and have a unique perspective to share with the world, then there’s a place for you in the craft beer industry. During this episode we explored: ✪ What the founders of Shōjō Beer Co. were doing before the craft beer life? ✪ How Haidar began his journey into the craft beer world. ✪ What led Marilyn into becoming a content creator. ✪ What led this couple into creating their own brand and gypsy brewing. ✪ Where the name Shōjō came from. ✪ Their passion for giving back. ✪ Takeaways when starting craft beer brand.

    38 min
  4. Episode Fifteen | The Rebranding Process of Bangin’ Banjos Brewing to Pompano Beach Brewing Co.

    04/15/2021

    Episode Fifteen | The Rebranding Process of Bangin’ Banjos Brewing to Pompano Beach Brewing Co.

    During this episode we got to take a look under the hood of Pompano Beach Brewing Co. We got to see what makes them tick and learned why they decided to embark on a rebrand of their entire brewery. Before we get started, let’s really dive into what a rebrand exactly is. A rebrand is the process of changing your image. It’s a marketing strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity from your competitors in the market. Sometimes the necessity for a rebrand is obvious and can begin to feel very pressing. Other times, it can be more subtle. While there’s no set-in-stone checklist for knowing when you need to rebrand, we do see a recurring set of criteria leading up to breweries pulling the trigger. During this episode we explored: ✪ Learning a bit more about Adam Feingold the co-founder of Pompano Beach Brewing formerly known as Bangin’ Banjo Brewing ✪ What led Adam and the other co-founders in the creation of Bangin’ Banjos? ✪ Where the name Bangin’ Banjos came from? ✪ How Covid19 aided in the decision to pivot their business model. ✪ The thought process that went into the rebrand here at Pompano Beach Brewing Co. ✪ The rebranding phases of Pompano Beach Brewing Co.

    25 min
  5. Episode Fourteen - The Community Impact + Importance of Craft Beer Events!

    03/10/2021

    Episode Fourteen - The Community Impact + Importance of Craft Beer Events!

    Whether you’re a craft brewer or a brewery owner, you know that events are a vital part of a breweries marketing strategy. We truly believe events are one of the most powerful ways to build a brand and a community! On this episode, we got to kick it at my favorite brewery, Tarpon River Brewing to chat it up with one of South Florida leading planners of beer festivals, happy hours, bar crawls, and home brew competitions - Stuart Skopit From SFLHops! Stuart truly knows how to put on an amazing craft beer event. His events are so awesome that they got the attention of South Florida’s most popular entertainment news series, Deco Drive - which showcases trendy restaurants, events, and businesses right here in the South Florida area! During this episode we explored: ✪  Positive community impact of craft beer events. ✪  Why Stuart created SFLHops. ✪  The benefit to local breweries working with SFLHops or other event planners to host different craft beer events. ✪  The process that goes into creating events. ✪  SFLHops’s recipe for success. ✪  Why he thinks it is important for homebrewers to enter local competitions such as his Curated Craft Carousel Beer Festival.

    36 min
  6. Episode Thirteen - Owning Multiple Small Breweries vs One Brewery

    03/07/2021

    Episode Thirteen - Owning Multiple Small Breweries vs One Brewery

    The craft beer industry is an industry unlike any other. Brewers collaborate on recipes, trade ingredients, and encourage customers to visit neighboring breweries. While it may seem like some markets are oversaturated with craft breweries, it’s this shared sense of community and camaraderie that allows these businesses to thrive. With that in mind, are there any benefits to starting up multiple breweries, (different locations - with different ideologies, design, theme, and most importantly, different beer styles) versus one brewery? The person best equipped to answer this question, is none other than John Falco! If you don’t know who John Falco is, let me tell you. John is the cofounder of 3 fantastic breweries - Lincoln’s Beard Co, Strange Beast, and Maxwell Bro - each with its own theme, feel, and vibe! This is exactly what we dive into on Episode 13 of The Craft Lyfe! Highlights of this episode: ✪ Why the number 13 is special episode. ✪ John’s back story - before the craft beer lyfe. ✪ The start of Lincoln’s Beard. ✪ The benefit of starting multiple small breweries. ✪ Marketing approach for each brewery. ✪ New venue alert - 4th location.

    28 min
  7. Episode Twelve - The importance of your brand awareness and how it can help propel your business!

    02/01/2021

    Episode Twelve - The importance of your brand awareness and how it can help propel your business!

    Beyond just a memorable logo - good branding has the ability to increase the value of your company, provide your employees with direction and motivation, and helps makes acquiring new customers that much easier. So what exactly is a brand? This is exactly what we dive into on this episode of The Craft Lyfe! We chat it up with Daniel Pfaffenbach & Denielle Mizrahi the founders of Yeasty Brews Artisanal Beers. We discuss why communicating your brand story consistently is so important + we learn the exact formula they used to propel their brand before they even opened up their brewery! Highlights of this episode: ✪ Home-brew to professional brewing ✪ Why the name “Yeasty” ✪ The backstory of Yeasty Brews ✪ The creation of Banana Slinger ✪ Getting attention is a new currency - Tap Handles ✪ Distribution of their beer prior to opening their brewery ✪ Their relationship with Lincoln’s Beard Brewing

    35 min
  8. Episode Eleven - The Art Of Hustle And Making Your Dreams A Reality!

    01/25/2021

    Episode Eleven - The Art Of Hustle And Making Your Dreams A Reality!

    Success doesn’t happen by accident and can’t be sustained by luck. You can’t build a great business, achieve a massive goal, or rise to the top of your profession by just going through the motions. It takes a ridiculous amount of hard work and consistently showing up every single day! The only way to get ahead in life is to hustle harder than everyone else and always staying on top of your grind! This is exactly what we dive into on this episode of The Craft Lyfe! We chat it up with Davy, Head Brewer/Co-Founder of Orchestrated Minds. We discuss the hustle, the grind, and the mindset it takes to go after what you want and how to turn your dreams into a reality! Highlights of this episode: ✪ What it means to hustle. ✪ Working through adversity. ✪ What the word failure means to Davy. ✪ Recipe for success. ✪ Working hard vs working smart. ✪ The mindset needed to start a business.

    42 min
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About

To brand your craft is to create a perception of what people think of when they think of you and your craft! In order to create your brand you need to develop a reputation. Your reputation is an assessment of your trustworthiness. This is what The Craft Lyfe Podcast is all about! Whether or not you’re a homebrewer, brewer, or a brewery owner, the principles you'll learn on our podcast are applicable to anyone!

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