The craft beer market in Washington is getting seriously competitive, with more than 400 breweries in the state. It’s consistently ranked in the top five in the USA in the industry and is one of the best places to see forward-thinking methods when it comes to marketing.
One concept that many breweries have turned to is the subscription model, which involves delivering orders directly to people’s doors. This allows them to bypass the bustling brewpubs where it can be harder to stand out.
Expanding Discovery with Curated Boxes
Subscriptions are an excellent way for customers to discover new offerings that they may not have found in the usual places. Part of the appeal is the concept of curated boxes, which come with selections designed for different customers. Beer Fridge is one of the leading services in this regard, with experts from the company selecting diverse craft offerings from different breweries. This gives subscribers a chance to get to know a range of companies and styles to learn what they like best.
When signing up for subscription services like Beer Fridge or The Original Craft Beer Club, users can put in their preferences and give the curators an idea of what they’re looking for. For example, some people want their boxes to have a higher proportion of IPAs, while others prefer stouts. Curators will tend to provide customers with their favorite options, but include a few others they believe they might enjoy. This helps to broaden their horizons and draw their attention to beers they may not have previously considered.
These curated boxes can be adapted for the seasons as well, with special offers released for events like Christmas and Halloween. A lot of craft breweries make limited edition beers for these occasions, so it’s a great opportunity for customers to leave their comfort zones and test out some different flavors.
Taking Inspiration From Online Industries
The subscription model has become hugely popular in the Washington craft beer scene recently, and it could be thanks to the entertainment industry helping people to become more accustomed to this sort of monthly deal. Netflix was an early leader with this model. When the company first started out, users could pay a monthly subscription on video rentals. This was later adapted to grant access to the brand’s entertainment platform, which has expanded exponentially over the last decade.
Other entertainment services like Spotify also thrive on this monthly subscription model, which is just affordable enough for users to see its value. Customers have gotten into the habit of paying monthly fees for their favorite services, so they don’t mind doing the same when it comes to craft beer.
Another marketing tool that craft beer subscription services have borrowed from online retail and entertainment is the idea of promo codes for new customers. This is a technique that’s especially prevalent throughout the online gambling market, with this promo code from Novig a prime example. New users can get a discount on their first bets on certain markets, and it acts as an incentive to use the site.
In the same way, a lot of craft beer subscription services have promo codes that customers can use when they first join. These can often have some excellent perks, such as a discount on the first order or free deliveries for a certain amount of time.
For breweries in Washington, subscription services have been a game-changer. They have enabled companies to get their different product lines in front of a wider audience and opened the craft industry to more people, thanks to their accessibility and great offers.
