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Best Practices for Humanizing your Brand

  • 4 min read

Consider this an invitation to grab a cold beverage and meet up online for the Craft Beer Professionals Spring Virtual Conference! We had such great response following the article titled, Will Craft Beverage Survive The Robot Invasion, that we decided to design a downloadable Guide. Which in turn was picked up by Andrew at the Craft Beer Professionals as a topic for his 3-day conference starting next Monday. We can’t wait to share with professionals across all areas of beverage, including craft beverage. It would be great to see you there!

Craft Beer Professionals logo for complimentary guide post

Next Monday, April 4, at 3PM ET, we will be presenting ways to humanize your brand as part of the Craft Beer Professionals Spring Virtual Conference. For three days starting April 4, join leaders across all beverage industries for over 50 webinars ranging from technical to equity and inclusion to business and everything in-between. For a list of presenters and schedule, visit

Market Your Craft Logo

Following the presentation, we will make available for purchase and immediate download our latest guide, Humanizing: Fending Off The Robot Invasion. We’ve created this Guide to help craft beverage producers address changes to customer buying behavior, specifically concerning at-home beverage tech and the threat to tasting room traffic. You’ll get best practices and proven tools to tweak or even reshape your current efforts, including 30-, 60- and 90-day planning templates.

Interested in an in-depth workshop for your team? We would love to learn more about your business and help design a high-performance marketing and sales strategy. Workshops can be conducted on-site and virtually across a wide range of topics from broad planning to tactical execution. Reach out if we can be of assistance to you or your team.

Will Your Brewery Survive the Robot Invasion? Strategies to Humanize Your Brand

Monday, April 4, 2022 3-3:45pm ET
Scott Kolbe, Market Your Craft

Anyone else nervous about at-home beverage tech replacing visits to tasting rooms?

Recent press about Cana Technology and their $30M capital raise to produce the world’s first Molecular Beverage Printer should at least cause brewery owners and managers to pause. But why worry? The tech is a long way off and Robots could never truly replace the liquid or tasting room experience…right? Don’t be so sure!

Threats like this are not new. Homebrewing hasn’t led to breweries closing their doors. AB InBev’s collaboration with Keurig Green Mountain – the Drinkworks in-home brewing appliance – didn’t gain much traction (and was terminated last December). And ever-changing COVID-19 guidance regarding capacity regulations and social distancing hasn’t turned everyone away from craving a pint at their local tasting room. Individually, not enough to topple craft, but collectively these are examples of four growing trends influencing consumer buying behavior:

  • Need for Options
  • Need for Convenience
  • Need for Sustainability
  • Need for Engagement

The time to act is now. Together we’ll uncover the stories worth telling, with 30-, 60- and 90-day plans to help you meet the trends head-on, fending off a full-blown invasion of craft. Understand the immediate changes to social, digital, public relations and email strategy needed to humanize your brand. Receive proven tools to attract new lifeforms to your tasting room, creating one-of-a-kind experiences while capturing new sales.

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