WHAT CUSTOMER SEGMENTS WILL ACTUALLY BUY OUR BEER IN GROCERY STORES?
One additional and somewhat scary thought that came from our new forum thread is that pivoting to online ordering and to-go sales also requires knowledge of packaging, more inventory, vetting mobile canners, and scheduling. However, as daunting as these tactical challenges may seem, they aren't the most important decisions a small brewery has to make. No matter how good you are at logistics and packaging, if what you brew and package doesn't sell fast enough, you are still in big trouble.
It is so important to know how and why consumers make the choices they do. The consumer who visits your taproom and tries one of your new experimental beers and raves about it probably won't buy a six pac of that same beer in a store. How do you begin to choose? In addition to the important video above, we have another forum thread on designing your product portfolio and the balance between high velocity IPAs and more esoteric beers that generate a buzz among beer geeks. Check this out today!