Strategy work boils down to the basic question, “What do you want your brewery to be when it grows up?” Once the strategic objective has been set, a concrete set of tactics can be developed to achieve that goal.

Having performed some Analysis, the hard work of defining the strategy begins. Good company strategies are concise statements of one or two sentences. A strategy must be able to be easily and succinctly articulated.

A proper strategy defines the brand identity, identifies the product(s), customers and competitors and provides clear guidance for all marketing efforts.

Correctly formulated, a strategy will guide you whenever a question arises about how to move the business forward.

For example, let’s say your beer brand is a full-bodied, premium-priced beverage targeted at male golfers 35 and older. Then all your beer names and label artwork should be directed at appealing to that group. And when your salesperson comes back with a hot deal to move some volume (at a steep post-off) into a bar near the local college campus that is largely supported by undergraduates, you will remember your strategy and decline the deal.

Branding and brand discipline is an area where many microbrewers need improvement. Thus, it represents an important method for savvy breweries to gain a competitive advantage in the marketplace.

Normally, a Strategy development session takes place in a ‘retreat’ environment, with all the key brewery personnel in attendance. A Beer Czar Consultant can attend the meeting as another brainstorming participant, or can function as the retreat leader, whichever works best for your company.

Developing a clear Strategy and Brand focus is crucial to building a successful long-term business. Beer Czar Consulting can provide you with a template and a methodology for doing just that.