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Home » Should AI Write Social Posts for your Tasting Room?

Should AI Write Social Posts for your Tasting Room?

  • 8 min read

Robot writing hand for Social AI postWe’ve talked about how ChatGPT, Microsoft’s Bing and Google’s Bard can help new drinkers find your tasting room. But can Artificial Intelligence (AI) do some of the heavy lifting to make marketing your craft beverage easier? With all the talk about AI creating original stories, completing sommelier exams and writing code, we decided to put Bing and Bard to the test with prompts to create marketing content for our friends at Commonhouse Aleworks in North Charleston, SC. You’ll find outputs to those queries below. But first, we completed our comparison of AI search tools with responses to commonly-asked questions from Google’s Bard. Once again, each of the questions were generally entered into a Bard chat in the format:

“What breweries near Denver, Colorado, <meet some criteria>?”

breweries near Denver, Colorado

CriterionChatGPT ResultsBing with ChatGPT ResultsBard from Google
Dog-friendlyNo resultsDenver Beer Co
Prost Brewing
14er Brewing
Great Divide
Copper Kettle
14er Brewing
Goldspot
Oasis
Prost
PopularGreat Divide
Crooked Stave
New Belgium
Odell Brewing
Denver Beer Co
Epic Brewing
Wynkoop Brewing
Bruz Beers
Denver Chop House and Brewery
Great Divide
Wynkoop
Great Divide
Odell
New Belgium
Crooked Stave
Would my partner likeGreat Divide
Crooked Stave
Denver Beer Co
Wynkoop
Great Divide
Our Mutual Friend
Blue Moon Brewing Company
Station 26 Brewing
Great Divide
Wynkoop
Bierstadt
Call to Arms
TRVE Brewing
Best foodDenver Beer Co
Epic Brewing
Ratio Beerworks
Wynkoop
Great Divide
Wynkoop
Bierstadt Lagerhaus
Tivoli
Great Divide
Wynkoop
Odell
New Belgium
Crooked Stave
Private event spaceGreat Divide
Ratio Beerworks
Denver Beer Co
Epic Brewing
Wynkoop
Blue Moon
Great Divide Barrel Bar
Grandma’s House
Crazy Mountain
Great Divide
Odell
Breckenridge
Crooked State
Denver Beer Co
Must-seeGreat Divide
Crooked Stave
Denver Beer Co
New Belgium
Wynkoop
TRVE Brewing
Great Divide
Launch Pad
Danico
Blue Moon
Our Mutual Friend
Wynkoop
Great Divide
Odell
New Belgium
Crooked Stave
Biking or hiking pathDenver Beer Co
Great Divide
Little Machine
Joyride Brewing
Zephyr Brewing
Comrade Brewing
Our Mutual Friend (near Cherry Creek Trail)
Station 26 (near Sand Creek Greenway Trail)
New Terrain
The Eddy Taproom
Copper Kettle
Great Divide
Denver Beer Co
Not kid-friendlyMost breweries in Colorado are family-friendly, but some have age restrictions or might not be as suitable for children.Cerveceria Colorado
Declaration
Mockery
Black Project
Crooked Stave
Funkwerks
Ratio Beerworks
TRVE Brewing
Wiley Roots
Family-friendlyDenver Beer Co
Great Divide
Jagged Mountain
Factotum Brewhouse
Prost Brewing
Denver Chophouse & Brewery
Red Rocks Beer Garden
Lowry Beer Garden
RiNo Beer Garden
Mockery
LowDown
Zuni Street
Lowry Beer Garden
Vine Street Pub
Watch a football gameWynkoop Brewing
Great Divide
Denver Beer Co
Blue Moon
Bull & Bush
Jagged Mountain
Great Divide
Launch Pad
Danico
Blue Moon
Our Mutual Friend
Cheluna
Great Divide
The Sportsbook Bar & Grill
Tom’s Watch Bar
Congress Park Taproom
Best sceneryDenver Beer Co – Platte Street
Great Divide
Jagged Mountain
Ratio Beerworks
Blue Moon
Prost Brewing
Seedstock
Cerveceria Colorado
Blue Moon
Outer Range
Westbound & Down
Crested Butte
New Belgium
Odell
Live musicGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
Wynkoop
Woods Boss
Black Sky
Seedstock
Bierstadt Lagerhaus
Black Shirt
Great Divide
Zuni Street
Denver Beer Co
Oasis
Black Shirt
Full events calendarGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
Left Hand
Goat Patch
Sunroom Brewing
Wynkoop
Denver Beer Co
Call to Arms
River North
Great Divide
Engaged social mediaGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewing
There are many breweries near Denver, Colorado that have active social media accounts. One of them is 10 Barrel Brewing, which has a Facebook page with over 18k followers and an Instagram account with over 11k followers.Great Divide
Wynkoop
Odell
New Belgium
Crooked Stave
People talking aboutGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
New Belgium
Crooked Stave
Great Divide
Launch Pad
Danico
Blue Moon
Reverence
Our Mutual Friend
Wynkoop
Great Divide
Odell
New Belgium
Cooked Stave
Tasting roomGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
New Belgium
Crooked Stave
Great Divide
Wynkoop
Breckenridge
Dry Dock
Great Divide
Wynkoop
Odell
New Belgium
Crooked Stave
Popular with homebrewersHops and Pie
Brew Hut
Dry Dock
Brew on Broadway
Brewability Lab
Denver Beer Co
New Image
Great Divide
Bruz Beers
Altitude Brewing & Supply
Quirky Homebrew
The Brew Hut
Tom’s Brew Shop
Boulder Fermentation Supply
PatioGreat Divide
Denver Beer Co
Ratio Beerworks
Blue Moon
Prost Brewing
Spangalang Brewery
New Belgium
Crooked Stave
Denver Beer Co
Gibby’s
Ratio Beerworks
Black Shirt
Avery
Cerebral
Declaration
Golden City
Station 26
Vine Street Pub & Brewery
4 Noses
Great Divide
Crooked Stave
Odell
New Belgium
Boulder Beer Co
Avery
Denver Beer Co
Ratio Beerworks
ToursCoors Brewery
Great Divide
Odell Brewing
Denver Beer Co
New Belgium
Crooked Stave
Craft Beer Tour in Downtown Denver
RiNo Beer and Art Walking Tour
Colorado Beer With a Cause
Wild West Pub Crawl
Brews & Views Tour
Downtown Denver Food & Drinks Tour
Birdwatching and Brewery Tour
Coors
Great Divide
Wynkoop
Breckenridge
Oskar Blues
Active in the communityGreat Divide
Denver Beer Co
Odell Brewing
New Belgium
Crooked Stave
Epic Brewing
Ratio Beerworks
Comrade
Crazy Mountain
Great Divide
14er Brewing
Our Mutual Friend
Odell
Ratio Beerworks
AwardsGreat Divide
Odell Brewing
Crooked Stave
New Belgium
Avery Brewing
Denver Beer Co
Epic Brewing
Great Divide
Cerebral
Comrade
Great Divide
Crooked Stave
Dry Dock
Odell
New Belgium

Generally speaking, it seemed Bard’s responses were more dated and focused on a smaller set of highly-ranked breweries. We also noticed a pattern of conflicting responses to certain queries that could be both objective and subjective. For example, stating on your website that you’re family-friendly but requiring guests to be 21 or older. Some bars and restaurants made it into the results when we were clearly looking for breweries. It’s important to remember the AI tools are trained using online data, so the potential is there to reflect bias and spread misinformation (remember to fact-check). To better position your business for future advancements in AI, we recommend a thoughtful, strategic approach to storytelling in this new environment:

ChatGPT Featured Logo

Want more? Did you see our presentation at the 2023 Craft Beer Professionals Spring Virtual Conference? In it we shared how to ensure Microsoft and Google search engines index your craft beverage business in a way that makes you relevant for AI-enabled chats. Check it out!

using AI to write social posts

Using the same chat prompts, we asked Microsoft’s Bing and Google’s Bard to, “write a 280-character social post for Commonhouse Aleworks in North Charleston, SC, about their upcoming live music event with Molly Durnin.” Here are the results: 

Winner: Bing
Bing search found the upcoming events page on CommonhouseAleworks.com, parsed the time and date within the event listing and crafted a practical story around it. All within 280 characters and complete with relevant emojis. Google search found the event series on CommonhouseAleworks.com, but Bard still wasn’t able to generate a response.

Why have Microsoft’s Bing or Google’s Bard write your social posts, you might ask? It’s a question of resources and workflow. If your social media manager (or the team member who wears that hat plus others) takes 15-30 minutes to draft and post each post, then perhaps there’s a play for automating some of the more basic notifications (upcoming events, special hours, promoting your private event space, etc.) in favor of spending more time on new product releases, team member highlights, partnerships and others. If you choose to use AI to draft your posts, remember to review thoroughly and tweak copy to reflect your brand voice and personality. The team at Market Your Craft feels strongly that AI will soon find its way into tools like Sprout Social and Hootsuite, making it even easier for craft beverage producers to draft and schedule engaging content. Use tools like The Events Calendar to help search engines properly index your content. Up to you at this point whether you disclose that the “origin” of the posts were AI tools, although your customers may react poorly if they find out for themselves…

using AI to write product copy

To test AI’s content creation capabilities even further, we asked Microsoft’s Bing and Google’s Bard to, “write a 2-paragraph description of Commonhouse Aleworks’ Air is Salty, including the style and ABV%.” Here are the results:

Winner: Google
Bing search found the Air is Salty entry on BeerAdvocate.com and repeated it word-for-word in the response, citing references. Even with that information it wasn’t able to provide the ABV%. Google search found a variety of sources, including Untappd, BeerAdvocate.com, CraftShack.com, BeerMenus and others. Bard crafted a response that was longer than requested, but included descriptors, pairings and full brewing specs.

Same question as before: why have Microsoft’s Bing or Google’s Bard write your product descriptions? The answer is, you wouldn’t! The origin of product descriptions should be you and your team, not an AI tool. Sure, drinkers can submit reviews for your product that may differ from your original description. But the product copy on your website should serve as the source of truth, informing Microsoft’s Bing, Google’s Bard and any future AI chat services. This exercise is valuable to see what those tools come up with when asked, based on information they can access. At a minimum, take the time to craft a thorough product description in your brand’s voice and personality. Those descriptions should live on their own pages, easily indexed and ranked by search engines. Where content doesn’t exist, other sites will seek to exert some authority to gain attention, which at least in the current AI conversation makes them a more credible, authoritative source of information. Don’t let that happen!

MailChimp archive:
https://mailchi.mp/3c874be88e2c/230422_ai_social?e=bd76eedb35
Download:
https://app.box.com/s/de87ibuz5h9hi5bm3h28l2wjn427mgyl