How do I get my beer into more pubs and venues?

Getting your beer into more pubs and venues is a sales and brand challenge in equal measure – and the marketing work you do before you walk through a buyer’s door will determine how many of those conversations convert.

On the sales side, the fundamentals are a clear range with a coherent identity, a competitive pricing structure that works for the on-trade margin requirements, reliable supply and fulfilment capability, and a concise, well-presented trade pack that gives a buyer everything they need to make a decision quickly. A sell sheet with clear product information, ABV, serving suggestions, and brand story – professional in design and easy to read – is the difference between being taken seriously and being forgotten.

On the marketing side, your brand needs to be doing work before the conversation happens. A buyer who has seen your brewery on social media, noticed your beer mentioned in a local publication, or been recommended your brand by someone they trust is significantly more likely to list you than one encountering you cold. Building local brand awareness – through events, collaborations, tap takeovers, and a consistent social presence – creates the conditions in which sales conversations become easier.

Route to market also matters strategically. Working directly with venues gives you more margin and more relationship but requires more sales resource. Working with a distributor or wholesaler gives you reach but at a cost to margin and brand control. Most growing breweries use a combination – direct relationships with key local accounts, distributor relationships for regional or national reach.

FreshPour can help with the brand and marketing foundations that make trade conversations more productive, the development of trade materials, and the strategic thinking around which routes to market make sense for your brewery at its current stage.