Branding for Breweries - Strategies to Grow Brewery Brands and Sales

The Brand Weaver

Branding for Breweries is the podcast for beer brands, breweries, and marketers who want to grow sales, attract customers, and stand out in today’s crowded indie beer scene. Hosted by Tim Weaver (The Brand Weaver), each weekly episode features real-world strategies and interviews with top names in beer, branding, and marketing. From building loyalty with storytelling to maximising taproom footfall, this is your no-fluff guide to brewery success. Follow on Instagram @brandingforbreweries or visit www.thebrandweaver.co.uk

  1. 3d ago

    Brewery Video: A Low-Effort Content Strategy for Busy Breweries | Bryant Vander Weerd

    Branding for Breweries - Strategies to Grow Brewery Brands and Sales

    Brewery Video: A Low-Effort Content Strategy for Busy Breweries | Bryant Vander Weerd

  2. Aug 12

    Cask Beer: Can It Win the Next Generation? | Paul Matthews

    Cask beer is supposedly in decline. But the real picture is nowhere near that simple. Some heritage brands are growing. Independent breweries are thriving with cask. Younger drinkers are discovering it in pockets across the UK. And the pubs getting quality right are proving there is still plenty of life in one of Britain's most distinctive beer formats. In this episode of Branding for Breweries, Tim Weaver is joined by Paul Matthews of Harvey's Brewery to ask what cask beer actually needs to do if it wants to win its next generation of drinkers. Paul has spent 26 years in the beer industry, including nine years at Timothy Taylor's as well as time with Carlsberg and Coors, giving him a pretty useful view of where cask has been, where it is now and where it could go next. They get into whether the numbers really tell the whole story of cask's decline, why younger drinkers are embracing it in some places but ignoring it in others, and why Paul believes Wetherspoons can actually be a force for good for cask beer. They also unpack what breweries can learn from Guinness, why quality and consistency at the bar matter just as much as the liquid leaving the brewery, the opportunity around nitro and cooler serves, and how heritage breweries can modernise without looking like they're desperately trying to be the cool kid in the room. And looking further ahead, could cask eventually become the next major movement on the bar? In This Episode • Is cask beer really in decline? • Why the available data doesn't tell the whole story • Where younger drinkers are discovering cask beer • Why Sheffield and Bristol are interesting cask markets • Is Wetherspoons good or bad for cask? • What cask breweries can learn from Guinness • Why quality, consistency and the perfect pour matter • Who is responsible for educating pubs about cask? • Can nitro and cooler beer formats attract new drinkers? • How heritage breweries can innovate without losing credibility • Why provenance alone is no longer enough • What Paul would do if he launched a cask brewery today • Why collaborations between heritage and modern breweries work • Should cask breweries really be chasing younger drinkers? • Could cask become the next big thing on the bar? • What the next five years could look like for cask beer About Paul Matthews Paul Matthews has spent 26 years working in the beer industry and is currently with Harvey's Brewery. His career has included nine years at Timothy Taylor's as well as roles with Carlsberg and Coors, giving him experience across some of the biggest names in British beer alongside two breweries with deep roots in cask. About Branding for Breweries Branding for Breweries is the podcast for brewery owners, founders, marketers and sales teams who want to build stronger brands, attract more drinkers and sell more beer. Hosted by brewery brand strategist Tim Weaver, each episode gets into the practical branding, marketing, sales and business decisions behind stronger independent breweries. Connect With Tim Weaver Free Brewery Newsletter: https://thebrandweaver.co.uk/brewery-newsletter Branding for Breweries Instagram: https://www.instagram.com/BRANDINGFORBREWERIES LinkedIn: https://www.linkedin.com/in/thebrandweaver/ Branding for Breweries book: https://amzn.eu/d/04KdwFsw Proudly Supported By Charles Faram Branding for Breweries is proudly supported by Charles Faram. Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed. https://www.charlesfaram.com

    Cask Beer: Can It Win the Next Generation? | Paul Matthews

  3. Aug 5

    Brewery Branding: Why Great Brands Look Effortless | Matty McMullen

    The best brewery brands can look almost effortless. The reality is there's usually a hell of a lot of thinking, testing and problem solving happening behind the scenes. In this episode of Branding for Breweries, Tim Weaver is joined by designer, illustrator and Brand Weaver Collective member Matty McMullen to unpack what actually goes into creating great brewery branding. Why do some brewery brands feel instantly recognisable while others struggle to hold together? How far can you push an idea before you lose the drinker? And what separates simply making something look good from building a brand that actually works? Tim and Matty get into the hidden work behind strong brewery brands, from creative briefs and budgets to trust, testing ideas, challenging bad decisions and building consistency across every touchpoint. They also explore how breweries can balance the familiar with the unexpected, evolve without throwing away everything people already recognise, work with multiple artists without creating a visual mess, and why the best creative relationships become genuine partnerships over time. Because the brands that look effortless rarely are. In This Episode • Why great brewery branding only looks effortless • What makes some brewery brands instantly recognisable • Balancing familiar and unexpected ideas in beer branding • How far you can push a brewery brand before it stops working • Evolving an established brand without losing existing drinkers • Why designers should solve problems rather than simply make things look pretty • What breweries should actually put in a creative brief • Why honest budget conversations can lead to better work • When testing a bad idea is actually useful • Building trust between breweries and creative partners • Why breweries need someone protecting brand consistency • Creating a complete brand world beyond the beer can • Working with different artists without losing your identity • Finding memorable brewery brand touchpoints • How smaller breweries can get more from creative collaboration • Why the best creative relationships improve over time About Matty McMullen Matty McMullen is a designer and illustrator working across beer, drinks and independent brands. He also works alongside Tim as part of The Brand Weaver Collective, bringing specialist creative thinking, illustration and design to brewery branding projects. About Branding for Breweries Branding for Breweries is the podcast for brewery owners, founders, marketers and sales teams who want to build stronger brands, attract more drinkers and sell more beer. Hosted by brewery brand strategist Tim Weaver, each episode gets into the practical branding, marketing, sales and business decisions behind stronger independent breweries. Connect With Matty McMullen Add Matty's confirmed website/social links here. Connect With Tim Weaver Free Brewery Newsletter: https://thebrandweaver.co.uk/brewery-newsletter Branding for Breweries Instagram: https://www.instagram.com/BRANDINGFORBREWERIES LinkedIn: https://www.linkedin.com/in/thebrandweaver/ Branding for Breweries book: https://amzn.eu/d/04KdwFsw Proudly Supported By Charles Faram Branding for Breweries is proudly supported by Charles Faram. Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed. https://www.charlesfaram.com

    Brewery Branding: Why Great Brands Look Effortless | Matty McMullen

  4. Jul 29

    Brewery Business: You Can Brew Great Beer And Still Go Bust | Brad Pendleton

    You can brew incredible beer, have a packed taproom and still build a brewery that doesn't make money. Because great beer is only one part of running a successful brewery. In this episode of Branding for Breweries, Tim Weaver is joined by Brad Pendleton, a beer industry veteran with around 40 years of experience across retail, distribution and breweries, to unpack the business behind running a profitable brewery. Having worked across all three tiers of the US beer industry and visited more than 1,700 breweries across the United States, Brad has seen first-hand what separates breweries that last from those that struggle. And his advice is pretty blunt: Build your business before you build your brewery. Tim and Brad get into the numbers brewery owners need to understand, why a busy taproom doesn't necessarily mean a profitable one, how much working capital breweries underestimate, and why hospitality can matter just as much as the beer itself. They also explore taproom versus wholesale models, choosing and working with distributors, the importance of a dependable core range, resisting every new beer trend and why breweries need to make decisions based on profitability rather than passion alone. In This Episode • Why great beer alone won't build a successful brewery• The numbers every brewery owner needs to understand• Why busy doesn't always mean profitable• Working capital and one of the biggest mistakes new breweries make• Taproom versus wholesale brewery models• Why hospitality keeps drinkers coming back• When brewery distribution actually makes sense• Choosing the right beer distributor• Why distributors aren't simply delivery companies• The importance of knowing your margins by beer and sales channel• Why too many tap lines can actually hurt your beer• Why core beers build breweries• Innovation versus consistency• How to respond to changing drinker habits without losing your identity• What breweries should be doing during a difficult market About Brad Pendleton Brad Pendleton has spent around 40 years in the US beer industry, working across retail, wholesale and brewery businesses. His experience includes running major hospitality venues, working for one of Colorado's largest beer distributors, helping create the specialty craft division at MillerCoors and working with breweries and beer brands across the United States. Most recently, his work with Pub Pass saw him visit more than 1,700 breweries across America in four years, giving him a particularly interesting view of what successful breweries consistently get right. Connect With Brad Pendleton Email:mcbeerman88@gmail.com Connect With Tim Weaver Website:https://www.thebrandweaver.co.uk Free Brewery Newsletter:https://www.thebrandweaver.co.uk/brewery-newsletter LinkedIn:https://www.linkedin.com/in/thebrandweaver/ Instagram:https://www.instagram.com/BRANDINGFORBREWERIES/ Proudly Supported By Charles Faram Branding for Breweries is proudly supported by Charles Faram. Supplying and developing the best quality hops from around the world to help brewers create great beer. Grower-owned and brewer focussed. https://www.charlesfaram.com

    Brewery Business: You Can Brew Great Beer And Still Go Bust | Brad Pendleton

  5. Jul 22

    How To Avoid Costly Beer Label Mistakes

    Creating a standout beer brand is hard enough. Having to redesign it after launch because it breaches industry regulations is even harder. In this episode of Branding for Breweries, Tim Weaver is joined by Matt Lambert and Laura Demorais from the Portman Group to demystify one of the UK's most misunderstood organisations and explain how breweries can confidently launch new beers without falling foul of the Code of Practice. From can labels and pump clips to beer names, illustrations, point of sale material and marketing campaigns, Matt and Laura explain exactly what the Portman Group looks for, the most common mistakes breweries make and how producers can use the completely free advisory service to avoid costly redesigns before products ever reach the shelf. If you've ever wondered where the line is between creative branding and regulatory compliance, this conversation provides practical guidance every brewery owner, designer and marketer should hear. In This Episode • What the Portman Group actually does • Why so many breweries misunderstand the complaints process • The free advisory service every brewery should be using • Common beer label mistakes • Designing packaging that remains compliant • How complaints are assessed • The truth about under-18 appeal • Naming beers without creating problems • Pump clips, point of sale and brewery marketing • Practical advice before launching your next beer About The Guests Matt Lambert is Chief Executive of the Portman Group, the UK's self-regulatory body for alcohol marketing, promotion and sponsorship. Laura Willoughby leads the Portman Group's Advisory Service, helping breweries, cider makers, wineries and distillers launch products that comply with the Code of Practice while retaining strong commercial branding. Together they provide practical support, confidential advice and education to producers across the UK drinks industry. Show Notes Learn more about The Portman Group The Advisory Service: https://www.portmangroup.org.uk/advice/ The complaints process: https://www.portmangroup.org.uk/complaints/ The Code of Practice: https://www.portmangroup.org.uk/codes-of-practice/ The Independent Complaints Panel: https://www.portmangroup.org.uk/panel/ Previous decisions: https://www.portmangroup.org.uk/icp/ Connect with Tim Weaver Website https://www.thebrandweaver.co.uk Free Brewery Newsletter https://www.thebrandweaver.co.uk/brewery-newsletter LinkedIn https://www.linkedin.com/in/timweaverbrand/ Instagram https://www.instagram.com/thebrandweaver/ Listen to more Branding for Breweries episodes on Spotify, Apple Podcasts and YouTube. Proudly Supported By Charles Faram This episode of Branding for Breweries is proudly supported by Charles Faram. For over 160 years, Charles Faram has been supplying and developing the best quality hops from around the world to help brewers create great beer. Grower owned and brewer focused, they're dedicated to helping breweries of all sizes brew exceptional beer. Find out more at: https://www.charlesfaram.com

    How To Avoid Costly Beer Label Mistakes

  6. Jul 15

    How To Name Your Beer So It Stands Out And Sells | Mike Gertz

    A great beer name can stop someone in their tracks.A bad one can disappear into a sea of thousands of other beers. In this episode of Branding for Breweries, Tim Weaver is joined by Mike Gertz, former Creative Director at Rhinegeist Brewery, to explore the strategy behind naming beers people remember, talk about and buy. With thousands of breweries competing for attention, finding an available beer name is only the beginning. Mike shares how Rhinegeist approached beer naming, created memorable product families, balanced creativity with clarity and avoided expensive trademark problems. They also get into consumer psychology, testing names before launch, why shorter names often work better and how a strong beer naming system can strengthen your entire brewery portfolio. Whether you're naming your first core beer or your hundredth seasonal release, there are plenty of practical ideas here to steal for your next naming session. • Why naming beer is harder than ever• What makes a beer name memorable• Building names that fit your brewery brand• Creativity versus clarity• Creating beer name families across a portfolio• How consumer psychology affects naming• Avoiding trademark and legal problems• Testing beer names before launch• Why shorter names often work better• A practical framework for naming your next beer Mike Gertz is the former Creative Director at Rhinegeist Brewery, one of America's largest independent craft breweries. During his time there, he helped shape its brand portfolio through naming strategies, brand systems and creative campaigns. Mike now works independently with breweries and consumer brands on naming, strategy and brand development. Connect with Mike Gertz Instagram:https://www.instagram.com/gertzml/ LinkedIn:https://www.linkedin.com/in/mikegertz/ Connect with Tim Weaver Website:https://www.thebrandweaver.co.uk Free Brewery Newsletter:https://www.thebrandweaver.co.uk/brewery-newsletter LinkedIn:https://www.linkedin.com/in/timweaverbrand/ Instagram:https://www.instagram.com/thebrandweaver/ Explore the full Branding for Breweries podcast archive on Spotify, Apple Podcasts and YouTube for more practical conversations about beer branding, brewery marketing and business growth. This episode of Branding for Breweries is proudly supported by Charles Faram. For over 160 years, Charles Faram has been supplying and developing hops from around the world to help brewers create great beer. Grower owned and brewer focused. https://www.charlesfaram.com

    How To Name Your Beer So It Stands Out And Sells | Mike Gertz

  7. Jul 8

    Beer Quality: How Do You Know If Your Beer Is Actually Good Enough? | Max Finnance

    Your mates love your beer.Your regulars say it's fantastic.But how do you know if your beer is actually good enough? In this episode of Branding for Breweries, Tim Weaver is joined by Master Cicerone and BJCP Grand Master Judge Max Finnance to explore one of the most important, and least discussed, parts of running a brewery: beer quality. Max explains how breweries can assess their beer more honestly, spot problems before drinkers do and build better quality control and sensory programmes. They get into beer competitions, off flavours, sensory panels, consistency, when a batch should be dumped and the uncomfortable question every brewery needs to ask: can great branding ever make up for bad beer? • Why friends and regulars aren't always the best judges of your beer• How beer competitions can improve quality• Common beer faults breweries miss• Building a practical brewery quality programme• Sensory training and tasting panels• Why consistency matters• Homebrew versus commercial brewing• Mistakes breweries make when entering competitions• Can branding overcome poor beer quality?• When a batch should be dumped Max Finnance is a Master Cicerone, BJCP Grand Master Judge, Pommelier, Certified Specialist of Spirits and independent beverage consultant. He works with breweries, cider producers and drinks brands across North America on quality systems, sensory programmes, product development and staff training. Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries. Max Finnance Instagram:https://www.instagram.com/maxfinnance/ LinkedIn:https://www.linkedin.com/in/max-finnance/ Email:max@maxbevconsulting.com Want more brewery branding, marketing and growth insights? Sign up to the Branding for Breweries newsletter:https://thebrandweaver.co.uk/brewery-newsletter Explore the full back catalogue of Branding for Breweries on Spotify, Apple Podcasts, YouTube and your favourite podcast platform. In this episodeAbout Max FinnanceShow Notes

    Beer Quality: How Do You Know If Your Beer Is Actually Good Enough? | Max Finnance

  8. Jul 1

    How To Describe Beer So More People Buy It | Natalya Watson

    Most breweries know how to brew great beer. Far fewer know how to describe it in a way drinkers actually understand. In this episode of Branding for Breweries, Tim Weaver is joined by beer sommelier, educator, author and podcast host Natalya Watson to explore one of the most overlooked skills in brewing and beer marketing: flavour communication. Together they unpack why so many breweries rely on ingredient lists and brewing jargon instead of flavour focused descriptions, how consumers actually experience aroma, taste and texture, and how breweries can create beer descriptions that are easier to understand, more memorable and ultimately more effective at driving sales. From Citra and Mosaic to Soleros, Colin the Caterpillar and Fruitellas, this conversation dives deep into the science of flavour perception, beer tasting, sensory education and practical ways breweries can communicate more effectively with drinkers. Whether you're a brewer, marketer, salesperson or taproom team member, this episode will change the way you talk about beer. • Why breweries struggle to describe beer effectively • The difference between taste, aroma and texture • How consumers actually experience flavour • Why hop varieties alone don't help most drinkers • How to translate brewing language into customer language • Creating beer descriptions that match your brand voice • The role of nostalgia and memory in flavour perception • Practical sensory training for brewery teams • How better beer descriptions can improve sales ABOUT NATALYA WATSON Natalya Watson is a beer sommelier, educator, author and drinks communicator. She has worked across hospitality, marketing and beer education, including roles with Duvel and the Wine & Spirit Education Trust (WSET). Natalia is the author of Beer: Taste the Evolution in 50 Styles and host of the Cheers With Nat podcast. ABOUT BRANDING FOR BREWERIES Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries. SHOW NOTES Natalia Watson Website: https://beerwithnat.com/ Instagram: https://www.instagram.com/cheers_with_nat/ Book: Beer: Taste The Evolution In 50 Styles Additional Resources Mentioned Mandy Naglich – How To Taste https://howtotastebook.com/ Mark Dredge – Beer: A Tasting Course https://www.beerdredge.com/product-page/beer-a-tasting-course Sietze Wijma – Art Of Tasting https://www.instagram.com/artoftasting/ Specific post discussed: https://www.instagram.com/p/DZUSfFtjfOO/?hl=en-gb&img_index=1 Allagash Blog Example https://www.allagash.com/discover/about-beer/whats-an-imperial-stout/ WSET Beer Lexicon https://www.wsetglobal.com/media/14330/wset_l2beer_sat_en_dec2023_issue1.pdf WSET Beer Courses https://www.wsetglobal.com/qualifications/where-to-study-beer Want more brewery branding, marketing and growth insights? Sign up to the Branding for Breweries newsletter:https://thebrandweaver.co.uk/brewery-newsletter And explore the full back catalogue of Branding for Breweries on Spotify, Apple Podcasts, YouTube and your favourite podcast platform.

    How To Describe Beer So More People Buy It | Natalya Watson
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About

Branding for Breweries is the podcast for beer brands, breweries, and marketers who want to grow sales, attract customers, and stand out in today’s crowded indie beer scene. Hosted by Tim Weaver (The Brand Weaver), each weekly episode features real-world strategies and interviews with top names in beer, branding, and marketing. From building loyalty with storytelling to maximising taproom footfall, this is your no-fluff guide to brewery success. Follow on Instagram @brandingforbreweries or visit www.thebrandweaver.co.uk

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