Marketing Your Brewery During the Pandemic

March 26th, 2020 • by Chloe Kay
Chloe Kay

Chloe Kay

Chloe is an enthusiast of craft beer, art, science, and entrepreneurship. Her craft beer journey began at one of Rochester’s oldest craft breweries, CB Craft Brewers. It was at CB that both her love for craft beer and her career in communications blossomed. As the Director of Marketing and Events, Chloe re-branded and designed the brewery’s packaging, coordinated and promoted hundreds of events, and played a key role in strategizing and executing company goals.

In addition to beer and marketing, Chloe is passionate about animals. She launched her own web-based business, BossDogsco, which puts pet images on apparel and other merchandise.

Even amid the COVID-19 pandemic, consumers still want to drink your beer, and you can still sell it!

As a New York State brewery, you are legally allowed to sell beer for carryout, curbside pickup, and home delivery.

Though your taproom isn’t open for on-premise consumption, you still need to let your customers know you’re open for business and provide them with an excellent consumer experience.

This is a key time to adapt your marketing and communication efforts to ensure your customers continue to support you during and after the COVID-19 pandemic.

Follow these steps for immediate assistance in boosting sales for your brewery.


Your website is the base malt of your marketing and communications. With everything changing as quickly as it has, consumers are looking for answers about how and if they can purchase your beer. Be sure to clearly list the following information on your website:

  • Hours: Don’t forget to update your hours everywhere else they may be listed. (Social media accounts, Google, NYS Craft Beer App, etc.)
  • Services offered: If offering delivery, clearly list instructions on how to order.
  • Beers offered: Also specify if your selling growlers/crowlers/cans.
  • Pricing/specials/discounts: Money is tight, for everyone.


We can help you sell more beer. The NYSBA APP provides a single place for consumers to find information on what each brewery is offering in their area.

We invite you to list key information on hours, services, and beers offered in the “details” section of your brewery’s profile on the app.

The app offers a map of every brewery in the state, has over 22,000 downloads, and a 92% active user rate.

Not only will the info be listed on the app, it will also automatically sync to

You can update your brewery’s app profile by clicking here.
You will need your login information, if you don’t know what it is, contact Jen at jen [at] newyorkcraftbeer [dot] com


Social media is one of the most effective ways to communicate with consumers and build brand awareness. Especially now that people are stuck at home relying solely on their computers and mobile devices for social interaction.

You need to connect with consumers daily. Remind them that they are thirsty, and that you have beer!

Keep in mind: a photo, or even better, a VIDEO speaks a thousand words.

Post content that shows consumers that you’re open for business and that they can safely & sanitarily purchase beer from you.

People are craving good vibes.

Show your customers you’re there for them, be a pal and give them the laugh they’ve needed all day! They’ll return the favor by purchasing your beer.

Laugh now
Watch: Rare Form Delivers

Don’t forget the LINKS!

Always include a link to your website that offers more info & gives consumers a chance to learn more about your brewery.


Google My Business” is the dark horse in marketing for breweries, and IT’S FREE. Every business owner should be using it to manage almost every aspect of your Google listing, what the consumer sees when they find your brewery in a Google search.

There’s a lot you can do with it, but we can get into that later.

These are the features you need to take advantage of right now:

  • Update business hours
  • List services & beers offered in a “COVID-19 update” post.
  • If you have any discounts, create an “Offer” post.
  • Create “Event” posts for upcoming beer releases.

Here is a guide to setting up your “Google My Business” account. It’s easy, and free.