Getting Press for Your Brewery

January 6th, 2020 • by Colleen Onuffer
Colleen Onuffer

Colleen Onuffer

Colleen uses her passion for writing and story-telling in her role as a Consultant at Break the Ice Media. Since her start in 2016, Colleen has helped her clients find their essential stories and develop targeted messages. Colleen devotes her time to collaborative campaigns, utilizing public relations to drive awareness of New York State’s breweries and drafting engaging content to encourage visitation along a year-long haunted tourism trail.

Consumers are increasingly reading blogs and articles, even listening to pod casts, to learn about the latest and greatest in craft beer trends. A mention in a key publication can provide a boost to breweries competing in an ever-more crowded market.

How your brewery gets press?

In 2019, the NYSBA added press opportunities as a member benefit. In working with Break the Ice Media (BTI), more than 160 placements were made last year accounting for more than 1 Billion media impressions. Read the full 2019 PR report.

BTI frequently sends out emails with calls to participate in specific stories about or related to craft beer. This is your chance to get free publicity. All NYSBA members have access to this service. Often, calls for participation have tight deadlines. Having assets in order will allow you to move quickly when opportunities arise. Owner quotes, high resolution images, logo files, and some key talking points are assets that you can prepare in advance.

In 2020, BTI will continue raising awareness of NY as a key craft beer state and driving consumers to Think New York, Drink New York. 

Expected PR placements include:

  • Prohibition story in January edition of New York Farm Bureau’s Grassroots​
  • VinePair’s “We Asked Brewers: What will be the biggest beer trends of 2020?”​
  • NYSBA article in edition of New York Farm Bureau’s Grassroots​
  • Craft beer feature in March issue of Hudson Valley Magazine​
  • Spring article on pet-friendly breweries in Pet Lifestyles Magazine​
  • Brewery profile in each bi-monthly issue of True Brew Magazine​
  • Collaborations with

Additionally, reach out to BTI if you have a story idea that you’d like to see them pitch to media outlets.