4 Comments

  1. Jason Stinnett
    November 28, 2018 @ 7:56 am

    Excellent article that touches on a point of critical importance in the still somewhat fledgling craft beer industry (despite the rapid growth since 2010ish), where new breweries oft have a greater depth of brewing knowledge than business or best practices. Over more than two decades as a PR pro dealing with public and private sector issues, I’ve observed over and over again that it is VITAL for an organization to be able to communicate effectively with customers and other stakeholders, especially when controversial issues can damage your brand.

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  2. Jeff
    November 27, 2018 @ 12:05 am

    I feel like Dan dropped the ball when writing this article by failing to mention the huge gaffe with Tacoma brewery Dystopian State Brewing Company in January 2018. Owner and head brewer Shane McElwrath sent homophobic and threatening messages to someone who posted a negative review on social media of their beer. When the screenshots of said messages were posted, and subsequent half-hearted apologies were made by Dystopian State, let’s just say it didn’t go over well at all.

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  3. Bill Byrne
    November 26, 2018 @ 3:00 pm

    Well said Dan, especially the note about social media.

    Being a PR practitioner myself, and one who has worked in a range of industries (from finance to craft beer to snowboarding) is that your proactive PR / social media / media relations strategy needs to be on point.

    It will help you differentiate your brand as the market continues to become more crowded, help foster a coherent voice and, if need be, navigate unenviable situations.

    There are a range of options out there for breweries. Big firms, small firms, part-time consultants, training programs (we offer those) and free lessons / courses online.

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  4. The Ale Runner
    November 26, 2018 @ 2:49 pm

    Agreed. There’s no reason Trillium can’t pay $5/hour for a true PR person.

    Reply

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