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. 6d ago

    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

  2. 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

  3. 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

  4. 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

  5. Jun 17

    Should Drinkers Care Who Owns Their Beer? | The Indie vs Craft Beer Debate

    Should drinkers care who owns their beer? Can a brewery still be considered craft if it is owned by a global beer company? And what is the real difference between craft beer and indie beer anyway? In this episode of Branding for Breweries, Tim Weaver sits down with Neil Walker from SIBA and the Indie Beer campaign, alongside Jez Galaun, Co Founder of Brixton Brewery, to tackle one of the most debated topics in modern brewing. Together they explore the evolving definitions of craft beer and indie beer, the impact of brewery acquisitions, whether consumers really care about ownership, and why transparency matters more than ever. The conversation also dives into market access, pub taps, consumer behaviour, brewery growth, and what independent breweries can learn from larger beer brands. Whether you're a brewery owner, beer marketer, publican or passionate drinker, this episode offers a balanced and thought provoking look at one of the biggest questions facing the beer industry today. What craft beer actually means in 2026Why the Indie Beer campaign was createdWhether brewery ownership matters to consumersThe challenges facing independent breweriesAccess to market and the battle for pub tapsWhat breweries can learn from larger beer companiesWhy transparency and trust matterWhether ownership changes the beer in the glassABOUT NEIL WALKER Neil Walker is Head of Communications at SIBA and one of the driving forces behind the Indie Beer campaign, which aims to help drinkers identify and support genuinely independent breweries. ABOUT JEZ GALAUN Jez Galaun is Co Founder of Brixton Brewery. Since launching Brixton in South London, he has helped build one of the UK's most recognised modern beer brands and has experienced first hand the opportunities and challenges that come with becoming part of the Heineken portfolio. Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries. USEFUL LINKS 🍺 From Tim and Branding for Breweries Sign up to the Branding for Breweries newsletterhttps://thebrandweaver.co.uk/brewery-newsletter Buy the Branding for Breweries bookhttps://amzn.eu/d/00WWplaD Follow Branding for Breweries on Instagramhttps://www.instagram.com/BRANDINGFORBREWERIES Connect with Tim on LinkedInhttps://www.linkedin.com/in/thebrandweaver/ 🍻 Neil Walker, SIBA and Indie Beer Visit the SIBA websitehttps://siba.co.uk/ Check out the Indie Beer campaignhttps://indiebeer.uk/ Follow Neil on Instagramhttps://www.instagram.com/neil_edward/ 🏭 Jez Galaun and Brixton Brewery Visit Brixton Breweryhttps://brixtonbrewery.com/ Follow Brixton Brewery on Instagramhttps://www.instagram.com/brixtonbrewery/ Follow Jez on Instagramhttps://www.instagram.com/mrbrixt0n/

    Should Drinkers Care Who Owns Their Beer? | The Indie vs Craft Beer Debate

  6. Jun 10

    Why Your Brewery Isn't Making As Much Money As You Think | Chris Farmand

    Most breweries don't have a sales problem. They have a profit problem. In this episode of Branding for Breweries, Tim Weaver is joined by Chris Farmand, Founder of Small Batch Standard, one of North America's leading brewery finance and benchmarking specialists. Drawing on data from more than 500 breweries across the US and Canada, Chris shares the biggest mistakes brewery owners make when it comes to profitability and reveals where breweries are leaving money on the table. From taproom pricing and staff training to events, merchandise, food offerings and local distribution, this episode explores the practical changes that can dramatically improve brewery profitability without brewing a single extra pint. If you're a brewery owner looking to increase margins, improve taproom performance and build a more sustainable business, this episode is packed with actionable advice. IN THIS EPISODE Why profitable breweries think differentlyThe hidden profit leaks hurting brewery growthWhy pricing is the biggest lever in your businessHow staff can dramatically increase taproom salesThe surprising impact of food on beer salesWhy merchandise is often under utilisedHow to use distribution to drive taproom trafficBuilding a brewery that runs like a businessABOUT CHRIS FARMAND Chris Farmand is the Founder of Small Batch Standard, a specialist brewery accounting, tax and benchmarking consultancy. Over the last fifteen years, Chris and his team have worked with hundreds of breweries across North America, helping them improve profitability, understand their numbers and build stronger businesses. Follow Branding for Breweries for weekly conversations helping brewery owners build stronger brands, attract more drinkers and grow more profitable breweries. USEFUL LINKS 🍺 From Tim and Branding for Breweries Sign up to the Branding for Breweries newsletterhttps://thebrandweaver.co.uk/brewery-newsletter Buy the Branding for Breweries bookhttps://amzn.eu/d/00WWplaD Follow Branding for Breweries on Instagramhttps://www.instagram.com/BRANDINGFORBREWERIES Connect with Tim on LinkedInhttps://www.linkedin.com/in/thebrandweaver/ 📊 Chris Farmand and Small Batch Standard Visit Small Batch Standardhttps://sbstandard.com/ Connect with Chris Farmand on LinkedInhttps://www.linkedin.com/in/chrisfarmand/ Follow Small Batch Standard on LinkedInhttps://www.linkedin.com/company/small-batch-standard/ Watch Small Batch Standard on YouTubehttps://www.youtube.com/@sbstandard Contact Chrischris@sbstandard.com Free Listener Profit Strategy Call https://sbstandard.com/profit-strategy-call-brand-weaver/

    Why Your Brewery Isn't Making As Much Money As You Think | Chris Farmand

  7. May 20

    How To Create A Brand That Sells More Beer

    In this special episode of Branding for Breweries, the full Brand Weaver Collective deliver their sell out BeerX presentation: How To Build A Brand That Sells More Beer. Together, the team breaks down the three essential pillars every brewery needs to grow in today’s crowded beer market: • Brand Strategy• Identity Design• Marketing The episode explores: • Why great beer alone is no longer enough• How breweries get distracted by “shiny object syndrome”• Why strategy is the foundation of every successful brand• How design acts as a signal to attract the right drinkers• The role culture now plays in brewery branding• Why consistency matters more than ever• How to turn marketing activity into real momentum• The opportunities and dangers of AI for breweries• Why alignment between strategy, design and marketing changes everything Featuring:• Tim Weaver• Harrie Kelly• Matty McMullen• Jack Coomber If you want your brewery brand to stand out, attract the right audience and ultimately sell more beer, this episode is packed with practical advice you can implement immediately. Follow Branding for Breweries for more conversations on brewery branding, marketing and growth. Keywordsbrewery branding, brewery marketing, beer brand strategy, craft beer marketing, brewery design, brewery identity, brewery business growth, indie beer branding, brewery social media, branding for breweries

    How To Create A Brand That Sells More Beer

  8. Apr 29

    Why Busy Breweries Don’t Always Grow

    Why are so many breweries busy… but not actually growing? In this episode of Branding for Breweries, Tim the Brand Weaver is joined by Gareth Turner to unpack one of the biggest challenges facing brewery owners today. You are working hard.You are doing loads.But the results are not matching the effort. Gareth shares insights from working with major brands like Heineken and Weetabix, and breaks down how those same principles apply to independent breweries. We cover: • Why being busy is not the same as being effective• The real reason breweries struggle to grow• How to focus your marketing on what actually matters• The importance of understanding your drinker• The “easy to think of, easy to find, easy to buy” framework• Why availability beats awareness for most breweries• How to prioritise the right activities• Why doing more is often the wrong answer• How to use simple data without big budgets If you feel like your brewery is doing everything but not moving forward, this episode will help you refocus and start making progress. Follow Branding for Breweries for more practical advice on growing your brewery, building a better brand and selling more beer. Keywordsbrewery marketing strategy, beer brand growth, brewery business advice, brand strategy for breweries, marketing focus, brewery growth tips, beer marketing, independent brewery strategy, brand positioning, brewery sales growth

    Why Busy Breweries Don’t Always Grow
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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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