The Brewers Association has rolled out a new consumer-facing marketing campaign in an attempt to drive business to its members breweries after the holidays and during “dry January.” The campaign reveals two evolving trends for the BA; marketing directly to the consumer in an effort to drive more business to its members, and promoting the fact that member breweries offer more than just traditional beer
The “Pour Love into Local” initiative highlights how breweries serve as a gathering place to foster connections between people and meet the needs of their communities by serving up diverse, creative, and innovative offerings beyond traditional beers.
“Breweries are more than just places to grab a pint—they’re hubs of creativity and community,” said Ann Obenchain, vice president of marketing and communications at the Brewers Association. “With ‘Pour Love into Local,’ we’re encouraging everyone to explore what their local brewery has to offer, whether it’s a warm space to gather with friends, a chance to try a new NA creation, or simply a way to support a small business during the slower winter months.”
The campaign has taken another new twist for the BA by partnering directly with state brewer’s guilds to collaborate.
“We strive to promote a culture of welcoming and inclusivity in our breweries,” said Mary MacDonald, executive director of the Ohio Craft Brewers Association. “For Dry January, that means meeting people where they are, honoring their choices and inviting them to ‘Pour Love into Local,’ no matter what beverages are in their hands.”
According to the BA, despite a slight uptick in onsite sales (USD) at small and independent breweries during the first quarter of the year, January through March remain the slowest months, accounting for just 22% of 2023’s annual sales. Compounding this challenge, the American Time Use Survey (Bureau of Labor Statistics) reveals a more than 20% decline in daily socialization time among adults aged 25-54 between 2003 and 2023. This convergence of reduced social activity and seasonal slowness adds to the pressures faced by on-premise businesses.
Breweries interested in joining the campaign can visit the Brewers Association website to download free promotional materials and support.