Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session

Free Assessment: How does your sales & marketing measure up?

Get Started
Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
John Bonini

By John Bonini

Jun 17, 2013

Topics:

Inbound Marketing
Inbound Marketing

What Craft Breweries Teach Us About "Remarkable" Marketing

John Bonini

By John Bonini

Jun 17, 2013

What Craft Breweries Teach Us About "Remarkable" Marketing

 "Be remarkable."

The above statement has quickly become one of those industry buzz words that's everywhere. I'll even go as far to say that "remarkable" is to marketers what "that's what she said" is to college undergrads; like it or not, it's sure to come up in just about every conversation.

But what does it even mean? We hear it all the time. Create more remarkable content. Engage in a more remarkable social media presence.


But to quote one shagadelic man of mystery, "what does it all mean, Basil?"


This past weekend while visiting Connecticut's newest craft brewing company, Two Roads, I realized that there may be no better case study of an industry that gets "remarkable" marketing more than the craft brewing industry. In fact, as I sat there enjoying my beer flight, I even posted a tweet regarding my revelation. Side note, don't ask the bartender if he'll "follow" you. Weird. For everyone.


So if we'd all look a little more closely to the marketing efforts of craft breweries, we'd be much closer to understanding "remarkable" in our quest to achieve it on a daily basis. (Not to mention, our quest for finding the perfect Double IPA.)


The Craft Brewers 3 Steps for Remarkable Marketing


What Craft Breweries Teach Us About "Remarkable" Marketing


1. Make a Unique Product


It's hard to be remarkable when your product or service is pretty standard or, well, unremarkable.


Like Seth Godin says, "market-driven design builds the success of the products marketing into the product itself."


In short; design a product that is freakin' awesome.


For instance, take Dogfish Head Craft Brewed Ales. Located in Delaware, their entire company motto and value proposition is "off-centered ales for off-centered people." Think about that, they're marketing themselves as unique right off the bat. And they certainly have the product to support that claim.


As an IPA connoisseur myself, the market has become flooded with breweries from Boston to Colorado trying to cash in on the traditional pale ale. Dogfish Head decided to go a different route with their IPAs, creating a 3-tiered system in which each is a bit stronger than the last based on the amount of time it's left to brew with the hops.


60 minutes, 90 minutes, and if you're feeling bold (and not driving), 120 minutes. In the Fall of 2012, they even bottled their once exclusive to the brewery only 75 Minute IPA to much acclaim. Their labels are also something to behold, standing out among the many others in the growing craft brew aisles.


And remarkable? Well... instead of your run-of-the-mill dry-hopped IPA, Dogfish Head decided to brew their 75 Minute IPA with maple syrup, providing a smoother, sweeter aftertaste. You know how many other IPAs are brewed with maple syrup? None.


Between Dogfish's exclusivity – it's currently only available in roughly 20 states – and their unique product and marketing, you should consider yourself lucky to find a bottle or two of their specialty ales in stores.


2. Market to a Small NicheWhat Craft Breweries Teach Us About "Remarkable" Marketing


I'd hate to be the one to break it to you, but you may find it difficult breaking into the toilet paper industry right about now.


But what about scented toilet paper designed for porta-potty's to make camp grounds and work sites more pleasurable everywhere?


If you're trying to market to everybody, you're marketing to nobody. What are you going to do differently?


Find a very specific market with a need, and be the #1 solution for it with your product or service.


Take Two Roads Brewing Company as an example. One of their flagship brews is a Saison called Workers Comp, based on farm style ales that were used to compensate belgian farm workers for a days hard work.


Now, if Two Roads had decided to pump out a blonde ale, you know, like 167 other breweries in the United States, what kind of success could the expect from that? You're betting on consumers picking your relatively new, unknown brand over countless others in the beer aisle.


But I'm willing to guess there aren't many other farm style Saisons competing for shelf relevance. Two Roads recognizes this. More importantly, they understand the market. Craft brew consumers are always looking for strange, unique, never-been-done before brews to enjoy and rave about on Beer Advocate.


3. Have a Sense of HumorWhat Craft Breweries Teach Us About "Remarkable" Marketing


Not many things humanize your brand as well as make it stand out as unique than a good 'ole fashioned chuckle.


Obviously, mass media type advertising doesn't work on craft beer consumers, otherwise they'd be drinking Bud Light.


Instead, they're looking for something different. Something funny. Something that has the potential to go viral and grab their attention to give something new a try.


Magic Hat Brewing Company thought of the perfect way to keep consumers engaged and coming back to their product. If you've ever had a Magic Hat beer, you'll notice the bottle caps are a conversation piece as they all contain some witty or funny saying. People actually collect these things.


They're unique. Funny. And result in every Magic Hat consumer checking beneath each cap before sipping. Each one of these bottle caps acts as a promotion for the product, as it creates conversation and buzz.


I mean, take the image to the right as an example, who could ever argue against cooking bacon naked?


Remarkable.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

The Hidden Costs of a Cheap Website

November 29, 2023
Vin Gaeta Vin Gaeta

Your Website in 2024: The Future of Trends, Tech, and Traffic

November 1, 2023
Vin Gaeta Vin Gaeta

How to Humanize Your Content While Using AI

September 11, 2023
Mandy York Mandy York

What is the Inbound Marketing Funnel? (+ Examples)

July 27, 2023
Anj Bourgeois Anj Bourgeois

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

Word-of-Mouth is Fragile; Here's How to Build Market Durability

May 10, 2023
Marcus Sheridan Marcus Sheridan

9 Best Customer Feedback Tools for Businesses of Every Size

March 27, 2023
Ramona Sukhraj Ramona Sukhraj

How to Ghostwrite Content for a Subject Matter Expert

March 20, 2023
John Becker John Becker

What Happens When You Don't Have Buy-in for Your Inbound Strategy?

March 9, 2023
Ramona Sukhraj Ramona Sukhraj

How To Set Content Marketing Goals for Growth

December 29, 2022
Brian Casey Brian Casey

Inbound Marketing for Logistics Companies (Transportation and Warehousing)

December 8, 2022
John Becker John Becker

How Much Does Inbound Marketing Cost in 2023?

November 28, 2022
Ramona Sukhraj Ramona Sukhraj

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Ramona Sukhraj Ramona Sukhraj

Content Marketing in 2024: Principles, Platforms, and Content Distribution

November 8, 2022
Marcus Sheridan Marcus Sheridan

7 Inbound Marketing Strategy Mistakes that Will Cost You in 2024

October 19, 2022
Kevin Phillips Kevin Phillips

Inbound Marketing for Construction Companies

June 11, 2022
Kimberly Marshall Kimberly Marshall

What is the Inbound Marketing Methodology?

June 8, 2022
Allison Melnik Allison Melnik

Inbound Marketing for Staffing Agencies

May 28, 2022
Kimberly Marshall Kimberly Marshall

Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers

May 7, 2022
John Becker John Becker

IMPACT+ for Business vs. the They Ask, You Answer Mastery Program

April 15, 2022
Kimberly Marshall Kimberly Marshall

Inbound Marketing for Franchises: Attracting Your Audience

March 25, 2022
Carolyn Edgecomb Carolyn Edgecomb

3 Surefire Signs Your Content Is Hitting the Wrong Audience

March 18, 2022
Ramona Sukhraj Ramona Sukhraj

Inbound Marketing for Higher Education

March 11, 2022
Kimberly Marshall Kimberly Marshall

Starting a Business Blog? Features and Best Practices for Success in 2022

March 10, 2022
Ramona Sukhraj Ramona Sukhraj

11 Books Every Black Sales and Marketing Professional Should Read in 2022

March 5, 2022
Hannah Woods Hannah Woods