Have you ever ordered a craft beer straight home? But ten years ago, it seemed fantastic. Today, everything is different. More and more, online sales are seen as a crucial way for breweries to do business.
The pandemic significantly accelerated the shift to digital, reshaping how people discover and engage with businesses, including their favourite breweries and restaurants. As online shopping becomes second nature, customers now expect more than just a great product. They’re paying close attention to the full experience: eye-catching packaging, a seamless website, and fast, reliable delivery all play a role in winning their loyalty.
Washington State breweries are adapting to these changes. They create their platforms, implement social media marketing, and even test NFTs. Let’s try it out by looking at an example.
Challenges and Opportunities of Online Sales for Breweries
Going digital is not just about the website and delivery; it is about the entire customer experience. It is also about a complex ecosystem: logistics, laws, and competition.
Firstly, there are legal restrictions. In the United States, alcohol cannot be sold online in every state. It is necessary to check the age of the buyer, monitor licenses, and taxes.
Secondly – logistics. Beer is not chips. It requires careful packaging, temperature control, and fast delivery. A mistake at any stage, and the client is unhappy.
But there are also advantages.:
- Direct access to the buyer. You no longer need to depend on retail chains.
- Data collection. The brewery learns what the customer likes when they buy and what they are looking for.
- Expansion of geography. The online store is open around the clock and sells all over the country.
- The digital-first approach opens up new horizons. The main thing is not to be afraid to change.
New risks and Challenges
Digitalisation is not just about bringing positive things to life. This work calls for discipline, modern technology, and fresh knowledge. Especially if you use the self serve advertising platform, a system where ads are launched without the participation of a manager.
At first glance, it is convenient. But here are two risks that many breweries face.:
- Unpreparedness. Automation is not “turned on and forgotten”. Without understanding the target audience and proper analytics, campaigns drain budgets.
- Customer distrust. If the ads are intrusive or inaccurate, they are annoying. It is important to remember that digital is about respect.
We should also acknowledge that leaks of confidential data, equipment breakdowns, and brand-damage dangers exist. One mistake on social media and everyone in your city is aware of it. Hence, using a digital-first method means combining creativity with being careful.
Cases of Local Breweries in Washington
And now – to practice. Let’s see how specific breweries in Washington State have adapted to online reality.
Reuben’s Brews (Seattle)
This brewery has a stylish website with intuitive navigation. At Reuben’s Brews, you can subscribe to new products, pre-order limited varieties, and choose delivery.
They actively use:
- email newsletters with personal offers;
- push notifications about special events.
This creates a feeling of live communication with the brand.
Fremont Brewing
They relied on visual style and merch here. In their online store, you can buy not only beer, but also:
- branded glasses, T-shirts, and accessories;
- gift sets and limited collections.
They also work with local delivery services to ensure last-mile convenience.
Matchless Brewing
This brewery is redefining what it means to connect with beer lovers in the digital age. With a strong presence on Instagram, they’ve turned social media into a dynamic sales channel, hosting sweepstakes, launching crowdfunding campaigns, and building a loyal online following. They’re also pushing boundaries by exploring digital badges and collectible NFTs, giving fans new and creative ways to engage beyond the taproom.
The Main Digital Tools That Work
Breweries use specific tools to sell beer online. Here are the most popular ones:
- Platforms for e-commerce: Shopify, Square, WooCommerce. They allow you to quickly launch online stores without programming skills.
- Email marketing: Mailchimp and Klaviyo help you segment your audience, test newsletters, and monitor conversions.
- Facebook, Instagram, and TikTok are becoming not a showcase, but a sales channel. Stories, Reels, and customer reviews work better than traditional advertising.
In addition, breweries carry out:
- virtual tastings and online festivals;
- local targeted advertising and SEO promotion in the city or region.
Digital is not only about sales, it is also about the atmosphere.
Digital Analytics and Customer Feedback
How do you know that your digital strategy is working? We need to count.
Breweries use metrics:
- CTR (percentage of clicks);
- Repeat Purchase Rate (percentage of repeat purchases);
- The composition of the basket and the average receipt.
They also conduct A/B tests. For example:
- Comparing the names of beer varieties.
- Testing the packaging design.
- Trying different times to post on social media.
Reviews and polls on Instagram, ratings on Google – all this helps to refine the strategy.
The Future: Where Is Digital Moving in the Beer Industry
And what will be next? Digital does not stand still. They are already appearing:
- Experiments with metaverses – Imagine a beer bar in VR.
- Smart refrigerators with automatic ordering.
- Beer selection based on customer preferences and big data.
Technology will make shopping even more personal. And those breweries that adapt faster will gain an advantage.
The Foam of Technology Is No Reason to Be Afraid
The Internet will not replace the atmosphere of a bar, but it will help attract people there. Digital tools allow you to talk to the client directly, without intermediaries, without unnecessary noise.
If you’re a brewer or marketer looking to strengthen your digital presence, start with the basics. Focus on creating a user-friendly website, launch an email newsletter to stay connected with your audience, and explore Instagram as a platform for storytelling and engagement. These small steps can lay the groundwork for a truly digital-first strategy.Most importantly, don’t shy away from experimentation. Much like local brewing itself, success in the digital space often comes to those who dare to innovate. In both beer and tech, it’s the unexpected touches that leave a lasting impression.
