Tapped In | Craft Beer Marketing + Social Media Strategy for Brewery Teams

Stephanie Grant
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Tapped In is the craft beer marketing podcast for brewery owners and teams who want to build a loyal following, show up consistently on social media, and turn their Instagram followers into fans. Hosted by Stephanie Grant—James Beard-nominated writer, award-winning storyteller, and former brewery social media manager—Tapped In delivers short, actionable episodes (under 20 minutes) that respect your time and meet you where you are. Stephanie brings over a decade of social media experience and has worked with some of the most beloved brands in craft beer, including Monday Night Brewing, Allagash, Crowns & Hops, Brick Store Pub, the Brewers Association, and The New Brewer. Each episode breaks down brewery marketing strategy, social media content, and community-building tactics your team can actually use. Whether you're a solo owner posting from your phone or an in-house social media manager trying to build a content system that works, this show was made for you.

  1. Oct 21

    19: How to Plan a Month of Brewery Content in One Sitting

    Send us Fan Mail Planning a month of content can take the pressure off creating posts. In this episode, I walk you through how to build a content calendar that balances beer releases and events with the other content that helps people connect with your brewery, while leaving room for plans to change. In this episode: Why planning a month of content can reduce stress and give you more time to improve your postsThe three content pillars every brewery should consider: who you are, what you offer, and your beer releases and eventsHow to build your calendar by scheduling date-driven content first, then filling the gaps with other content typesUsing color coding to spot an unbalanced feed and make sure you're sharing more than promotionsHow to adjust your calendar when beer releases get delayed or plans change, without starting from scratchReal examples from Argenta Brewing Company, Pilot Project MKE, and Storm Cloud BrewingContent mentioned:  https://www.instagram.com/argentabrewingcompany/reel/Dd4eHqQBfpE/ https://www.instagram.com/p/DcPX2jylFVb/?img_index=7 https://www.instagram.com/p/DZa67TTjm8M/?img_index=1

  2. Oct 14

    18: What to Post When You're Not Posting a Beer Release or an Event

    Send us Fan Mail If your brewery's Instagram is mostly beer releases and event announcements, you might be missing opportunities to connect with your audience. In this episode, I share content ideas that help breweries show what makes them special, build stronger connections with customers, and give people more reasons to visit. In this episode: Why posting only beer releases and events can limit engagement and reachBehind-the-scenes content ideas, from opening the brewery and canning beer to showing what happens behind the scenes in the officeHow to make the brewing process and ingredients interesting by sharing the stories behind your beerFeaturing your staff, their personalities, and the unexpected jobs that keep your brewery runningHighlighting regulars, trivia winners, and other community members to build connection and social proofTurning frequently asked questions about food, dog-friendly spaces, and beer availability into useful contentReal examples from Saint Arnold Brewing, Chef Squired, and Allagash BrewingContent Mentioned: https://www.instagram.com/saintarnoldbrewing/reel/DeCHjQLFNEo/  https://www.instagram.com/chefsquired/reel/DbL5tX2vjZF/ https://www.instagram.com/allagashbrewing/p/DdZsbjSAboV/

  3. Oct 7

    17: You're Overcomplicating Video (Here's How to Simplify It)

    Send us Fan Mail Video doesn't have to be complicated to be effective. In this episode, I share simple ways to make creating and editing video easier, from filming shorter clips to building repeatable formats and keeping your tools simple. In this episode: Why video adds energy, personality, and reach to your brewery's InstagramHow filming shorter clips can make the editing process much fasterWhy you don't need complicated editing to create an effective videoHow to build repeatable video formats so you're not reinventing the wheel every timeWhy you should always be capturing content and how building a library of footage makes creating posts easierHow using your phone and simple editing tools like Canva, CapCut, and Edits can streamline your workflowThree simple video examples from Brixton Brewery, Pierview Coffee, and Calibrate Coffee ManlyThe Taproom Capture System and how it can help you organize your content and make creating easierHow to Write Better Hooks:  https://open.spotify.com/episode/5QOA0rTY6ti4vqJAqg56Np?si=429a1bae665e4d7d Content Mentioned:  https://www.instagram.com/brixtonbrewery/reel/DW6JHehAKY0/  https://www.instagram.com/pierviewcoffee/reel/Db3hN8FsmgR/ https://www.instagram.com/calibrate_coffee_manly/reel/DdV0CvTgREQ/ Taproom Capture System:  https://www.shelovescraft.com/resources/p/the-taproom-capture-system-build-your-library-save-your-time c2a560b4a3a4f533ca10fbb740922a2118a3a8fe

  4. Sep 30

    16: The Gap Between Your Taproom and Your Feed

    Send us Fan Mail Your brewery has a vibe. The question is whether people can feel it from your Instagram. In this episode, I talk about how to capture the experience of being in your taproom and bring it to life online, from the people and décor to the sounds, energy, and little details that make your space special. In this episode: Why your brewery's vibe can be more compelling than simply promoting your latest beer releaseHow to identify and describe the unique elements that make your taproom feel the way it doesCapturing people, staff, sounds, lighting, and other sensory details that show what it's actually like to visitUsing POV videos, before-and-after reels, and behind-the-scenes content to give people a taste of the taproom experienceWhy the small details of your space and brewing process are worth sharingReal examples from The Mex Monk, Chuckanut Brewery, and a collaboration between Burial Beer and Fonta FloraContent mentioned:  https://www.instagram.com/themexmonk/reel/DcuSlUCvcjo/ https://www.instagram.com/chuckanutbrewery/reel/Dc7XmKxtXGZ/ https://www.instagram.com/burialbeer/reel/DdC6T7lOuSQ/

  5. Sep 23

    15: How to Make Your Instagram Actually Reach Your Neighbors

    Send us Fan Mail If the people who live near your brewery don't know what's happening at your brewery, it's time to get more local with your Instagram. In this episode, I share simple ways to make your content more relevant to your neighbors and get your brewery on the radar of the people who are most likely to visit. In this episode: How to connect with local businesses, creators, and community accounts to reach new audiencesWhy featuring your regulars can create word of mouth and social proofHow engaging with local accounts can bring more local people back to your profileCreating content that only locals will understand, including city-specific jokes, culture, and community momentsHow adding your location to posts, captions, and hooks can help Instagram connect your content with people nearbyReal examples from Blind Cat Beer, Millstone Pizza & Tap, Black Lab Beer, and a Whitby, Ontario patio at The Pump HouseContent Mentioned: https://www.instagram.com/blindcatbeer/reel/DcBto61Rp9k/ http://instagram.com/cltbucketlist/reel/DchSq7MPb4Z/ https://www.instagram.com/journeyswithjournie/reel/DbaiJYxOHPK/ https://www.instagram.com/lets.weekend/reel/Db60Sc0u_KF/

  6. Sep 16

    14: How to Use Customer Complaints, Questions, and Reviews to Create Better Content

    Send us Fan Mail Customer complaints aren't always just problems to fix. They can also be opportunities to create better content. In this episode, I talk about how breweries can use social media to address common customer questions, frustrations, and complaints while extending their hospitality online. In this episode: How to use social media to answer frequently asked questions before guests even arriveCreating helpful content around common problems like parking, finding your brewery, and knowing what to expectHow to address negative experiences or recurring complaints authentically and show customers that you're listeningTurning customer problems into content ideas, from helping guests navigate your beer menu to highlighting non-alcoholic optionsHow to look at reviews and talk to your taproom staff to uncover content opportunitiesReal examples from Allagash Brewing, Little Joy Coffee, and Go BrewingContent Mentioned: https://www.instagram.com/littlejoycoffee/p/DcBnxQ8FdvQ/?img_index=9 https://www.instagram.com/allagashbrewing/reel/Db6OVD8x_TU/ https://www.instagram.com/p/Db59W0hpWsb/

  7. Sep 9

    13: The No-Experience Guide to Running Your Brewery's Instagram

    Send us Fan Mail Nobody hands you a manual when you inherit your brewery’s social media, so consider this the one you should have received on day one. Whether you volunteered for the job or it was suddenly handed to you, it’s completely normal to feel a little overwhelmed if you don't have a marketing background. Don't worry, everyone starts from zero. By the end of this episode, you'll know exactly what to focus on so you can stop guessing and start posting with confidence. In this episode: The Essentials First: How to identify what truly makes your brewery unique and pinpoint exactly who your audience isInternal Research: Why talking to your leadership team and frontline beertenders is the secret to uncovering your best storiesContent Systems: Smart strategies for collecting ideas, shadowing staff, and creating reusable templatesBuilding Assets: How to establish a content library so you never stare at a blank screen wondering what to postMaximizing Your Effort: Simple ways to reuse and repurpose your content to save timeCorrection Note: In the audio, I mention Episode 10 when talking about hooks. I'm actually referring to Episode 11! Links & Resources Mentioned: Listen Next: Catch up on the FUEL Framework in Episode 11 to master the hooks discusses today.  https://www.buzzsprout.com/2622412/episodes/19693923 Content Mentioned: 1. https://www.instagram.com/p/DW2HhODlKH_/?img_index=1 2. https://www.instagram.com/hamiltonfamilybrewery/reel/Dceq2KpPsO_/ 3. https://www.instagram.com/lizannelately/reel/Db4YG71SlKQ/ 4. https://www.instagram.com/cls_farms/reel/Dcj9cVkt2Af/

  8. Sep 2

    12: Create for Your Audience, Not the Algorithm

    Send us Fan Mail Ever wonder why content that used to perform suddenly goes quiet? It's probably not a glitch, it's the algorithm reflecting what your audience actually wants right now. In this episode, I break down how the Instagram algorithm really works and answer the questions I hear most from brewery teams. In this episode: Why Instagram now has separate algorithms for feed, reels, and more, and why that mattersThe shift from follower-based to interest-based content, and what that means for your postsWhy content that used to get engagement can suddenly stop showing upWhether posting every day actually helps you get discoveredHow hashtags, location tags, and hooks factor into what the algorithm shows peopleVideos mentioned: https://www.instagram.com/p/DNg5GjXOaSC/https://www.instagram.com/p/DbJtPmgx_pK/https://www.instagram.com/p/Da-zL1mDOS5/

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About

Tapped In is the craft beer marketing podcast for brewery owners and teams who want to build a loyal following, show up consistently on social media, and turn their Instagram followers into fans. Hosted by Stephanie Grant—James Beard-nominated writer, award-winning storyteller, and former brewery social media manager—Tapped In delivers short, actionable episodes (under 20 minutes) that respect your time and meet you where you are. Stephanie brings over a decade of social media experience and has worked with some of the most beloved brands in craft beer, including Monday Night Brewing, Allagash, Crowns & Hops, Brick Store Pub, the Brewers Association, and The New Brewer. Each episode breaks down brewery marketing strategy, social media content, and community-building tactics your team can actually use. Whether you're a solo owner posting from your phone or an in-house social media manager trying to build a content system that works, this show was made for you.

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