Beer Releases July Wrap Up

What's New

Initially we placed the releases on our site in three places:

• Our home page
• The daily news feed email for all consumers within 50 miles
• Your brewery's taproom page

It only hosted one Release at a time with just the copy from the title. We've iterated on the phrasing around those messages to increase understanding for our fans, as well as added the labels and support for as many releases as needed. Now with multiple releases happening at once it'll get more eyes from all consumers. Check out the before and after below:

Before:

_{This is the original presentation from both the website and email feed}

After:

_{This is the update on the BeerMenus.com home page}

_{This is the update in a daily email}

Multiple Pickup Locations:

At launch we only supported single pickup locations, now you can split up the pickup for the sold beers across as many locations as needed. In the case that you utilize this piece of the tool we'll provide separated lists so that you can allot accordingly. This not only works for multiple taprooms, but could also work for using a different bar or venue as designated pickup location(Dan at Beer Karma is willing to host pickup if you want to explore this avenue).

In August I'm sure we'll see a few re-uses of the Releases product from y'all and with that we've got an automatic email that will attempt to reengage all the folks who purchased the first time around. Each successive sale will grow the list of consumers who get a direct notification that they can buy something new from you.

What we've learned

Write A Story:

We've done research on other E-Commerce platforms on effective selling tips, and seen through use on our platform, that either writing more of a story than the strict description or providing color behind the individual beer goes a long way for helping consumers.

Think about it this way, we're reaching new folks who don't know your brewery as well as your die hard fans do. The new folks don't have as much 'faith' as your fans do, and if we can sway them with good info they're much more likely to take the leap on your product. Check out the info provided on the Nike SNKRS app below, it's a sweet concept similar to what we're shooting for (and download it if you want to get some inspiration).

Social media:

Social Media plays a huge role in driving these sales forward, the folks who follow you on social are your die hards! They built you, they love you, they follow you because they want to buy your beer. I could write a thesis on social media strategy, but I promise I won't bore you too much. Over the course of these newsletters we'll cover one topic at a time to keep it manageable, this time:the most important thing about all your Instagram posts(not just pre-sale posts).

Text beyond one sentence is hidden behind a 'Read More' button, and that button is janky as heck, so get the meat of your post into the first few words. As well engendering comments on your post(or cheating and commenting on your own from personal accounts) will keep the post popping up for folks longer, even over multiple days.