Successful brands use content calendars to plan messaging for the month, including social posts, video, tasting room events and others. Below you'll find ideas to help you plan your promotional calendar while leaving room for sharing the fun, energy and personality of your brand in real-time. Seems like a daunting task? Market Your Craft's Social Guide is updated monthly, with over 60+ timely and topical ideas for your team's content calendar.
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To meet consumer demand for lighter, less alcoholic spirits, the Laird family created the Blended Applejack spirit category in 1972. Today, best described as an apple whiskey, Laird's Applejack is a pure spirit beverage made from a blend of apple brandy and neutral grain spirits. How do you like them apples? If your Tasting Room […] 
#NationalPumpkinDay | The center of attention for decoration, food recipes, competitions and festivals this time of year. Consider: pumpkin-inspired food pairings and flavored beverages. But be sure to offer alternatives, because pumpkin flavor is not for everyone… Photo by Pixabay from Pexels |
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#CraftBeer, #DrinkLocal | An opportunity to promote the American craft beer industry and the over 8,000 breweries nationwide. As a brewery: it’s tough when craft beer is only ~25% of America’s beer sales, the rest being mass-produced. So be aware of what promotions the deep-pocketed players are putting out there before running your own campaign […] |
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#NationalChocolateDay | Consider promoting dessert pairings and chocolate-flavored beverages. |
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Primarily geared towards the breakfast food, but as marketers we can stretch it to include craft brewers. Promote: innovations around Oatmeal Stouts and styles with heavily-oated mash bills. Photo by Mike from Pexels |
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You may have special events around Halloween which can be promoted via social, in addition to special releases. NOTE: be careful not to post anything that could be misconstrued as advertising to the underage. Photo by Toni Cuenca from Pexels 
#CaramelApple | Consider promoting seasonal/Fall beverages, especially apple and caramel flavors. NOTE: similar to any Halloween posts, be sure of your audience. Photo by Affy Tapple |
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A calzone is an Italian oven-baked folded pizza that originated in Naples in the 18th century. A typical calzone is made from salted bread dough, baked in an oven and is stuffed with salami, ham or vegetables, mozzarella, ricotta and Parmesan or pecorino cheese, as well as an egg. Perfect pairing: the acidity in Riesling, […] 
#NationalVinegarDay | Vinegar is produced either by a fast or a slow fermentation process. Slow methods are generally used with traditional vinegar and the fermentation proceeds slowly over the course of months or up to a year. Types of vinegar include apple cider, beer, kombucha, spirit and wine. Everything fermentable: if you have any homemade […] 
#VeganDay | An annual event celebrated by vegans around the world every November. Veganism is the practice of abstaining from the use of animal products, particularly in diet, and an associated philosophy that rejects the commodity status of animals. The benefits of veganism for humans, non-human animals, and the natural environment are celebrated through activities […] 
#Homebrew or #Homebrewing | A great day to perfect your skills or start a new homebrewing hobby! Share the love: clone recipes of local favorites, classes, pro tips and tricks. Most of all, share the spirit of brewing with those new to the hobby. |
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Daylight saving time (DST) or summer time is the practice of advancing clocks during summer months so that people get up earlier in the morning and experience more daylight in the evening. Typically, users of DST adjust clocks forward one hour near the start of spring and change them backward in the autumn. Special hours: […] |
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A doughnut is a type of fried dough confection or dessert food. Doughnuts are usually deep fried from a flour dough, and typically either ring-shaped or a number of shapes without a hole, and often filled, but can also be ball-shaped ("doughnut holes"). Other types of batters can also be used, and various toppings and […] |
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Some men like to cook and do so on a regular basis. This day was created for the men who do not know their way around the kitchen and are not familiar with cooking appliances, as well as for the women in their lives who need a break. Make it easy: share tips on what […]
#InternationalStoutDay | The first known use of the word stout for beer was in a document dated 1677 found in the Egerton Manuscripts, the sense being that a "stout beer" was a strong beer, not a dark beer. The name porter was first used in 1721 to describe a dark brown beer made with roasted […] |
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#InternationalMerlotDay or #MerlotMe | A dark blue-colored wine grape used for blending and for varietal wines. The name Merlot is thought to be a diminutive of merle, the French name for the blackbird, probably a reference to grape color. Its softness and "fleshiness,” combined with its earlier ripening, makes Merlot a popular grape for blending […] |
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A Harvey Wallbanger is made with 3 parts vodka, 1-part Galliano and 6 parts orange juice, poured it into a highball glass and garnished with an orange slice and a maraschino cherry. Create an event: consider thematic food pairings, and cocktails made with staff favorite, local vodka brands. |
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Cupcakes can be traced back to 1796 when a recipe notation for a cake to be baked in small cups was written in American Cookery (by Amelia Simmons). The earliest known documentation of the term cupcake was in 1828 in Seventy-five Receipts for Pastry, Cakes, and Sweetmeats in Eliza Leslie’s Receipts cookbook. Sweet deliciousness: try […] |
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Veterans Day is intended to honor and thank all military personnel who served the United States in all wars, particularly living veterans. It is marked by parades and church services and in many places the American flag is hung at half-mast. A period of silence lasting two minutes may be held at 11am. Thanks for […] 
Ice cream lovers across the country will celebrate all day, enjoying one or two scoops of ice cream topped with syrup or sauce. The sundae is often topped with whipped cream, maraschino cherry, sprinkles, pineapple or a variety of other toppings. Too cold for two scoops? I don’t think so. Consider beer floats, whiskey reductions […] |
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A marketing term for a time when venue (such as a restaurant, bar, bowling alley, stadium, state fair, or county fair) offers discounts on alcoholic drinks. Free appetizers and discounted menu items are often served during happy hour. Time for a drink: thematic happy hour specials and new releases are your marketing fodder for the […] |
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#TempranilloDay or #Tempranillo | A black grape variety widely grown to make full-bodied red wines in its native Spain. Its name is the diminutive of the Spanish temprano ("early"), a reference to the fact that it ripens several weeks earlier than most Spanish red grapes. Do share: relevant wine releases, food pairings. 
World Kindness Day is to highlight good deeds in the community focusing on the positive power and the common thread of kindness which binds us. Kindness is a fundamental part of the human condition which bridges the divides of race religion, politics, gender and zip codes. Kindness Cards are also an ongoing activity which can […] |
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#CleanOutYourRefrigeratorDay | National Clean Out Your Refrigerator Day was created by the home economists at Whirlpool Home Appliances in 1999. It is said that they created the holiday to encourage people to clean out their refrigerator in advance of the upcoming holidays. At that time, the company even had a toll-free hotline that people could […] |
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#NationalTakeAHikeDay | With over 60,000 miles of trails in the National Trail System across the 50 states, there is no lack of opportunity to take a hike. Hiking can burn between 400-550 calories per hour. Get outside: if you sell canned beverages, call for selfies on a hike with #PackInPackOut. 
A variety of black-skinned wine grape grown in over 10 percent of California vineyards. The grape found its way to the United States in the mid-19th century, where it became known by variations of a name applied to a different grape, likely "Zierfandler" from Austria. Versatile beyond belief: if you’re a winery that has upcoming […] |
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Under French law, the wine is released at 12:01 a.m., just weeks after the wine's grapes have been harvested. Parties are held throughout the country and further afield to celebrate the first wine of the season. Freshness date: talk about this year’s vintage w/ pairings. 
The first record of peanut butter fudge dates back to 1886 in Poughkeepsie, New York, at the Vassar College Senior Auction. Yes, please: lots of opportunities for beer, wine and whiskey pairings. Also consider recommending natural ingredients and extracts that add chocolate and peanut butter flavors to beer and spirits. |
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#SmallBusinessSaturday | American Express founded Small Business Saturday to help businesses with their most pressing need — getting more customers. The day encourages people to shop at small businesses on the Saturday after Thanksgiving. The single day has grown into a powerful movement, and more people are taking part than ever before. #ShopLocal: highlight store […] |
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A wine grape variety originally planted in the Médoc region of Bordeaux, France, where it was used to produce deep red wines and occasionally used for blending purposes in the same manner as Petit Verdot. Shine a spotlight: if you sell this lesser-known varietal, draw attention to it on your social channels with edutainment and […] 
Cyber Monday is an e-commerce term referring to the Monday following the Thanksgiving weekend. It is the second-biggest shopping day and the busiest day for online sales. The term Cyber Monday was coined in 2005 by Shop.org, the online arm of the National Retail Federation. Capture new sales: if your craft beverage is sold online, […] |
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The Declaration on the Elimination of Violence Against Women issued by the UN General Assembly in 1993, defines violence against women as “any act of gender-based violence that results in, or is likely to result in, physical, sexual or psychological harm or suffering to women, including threats of such acts, coercion or arbitrary deprivation of […] |
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#ThanksgivingDay | In 1621, the Plymouth colonists and Wampanoag Indians shared an autumn harvest feast that is acknowledged today as one of the first Thanksgiving celebrations in the colonies. For more than two centuries, days of thanksgiving were celebrated by individual colonies and states. It wasn’t until 1863, in the midst of the Civil War, […] 
Long Beach Jerky Co. founded National Craft Jerky Day to honor all the small batch jerky makers. Smoke ‘em if you got ‘em: craft beer or spirits producers could suggest pairings and/or local favorites. Not for everyone, this is just one more example of creating an “event” to help engage your craft beverage customers, especially […] |
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#BlackFriday | In the United States, the day after Thanksgiving has become known as Black Friday and is considered the official kick-off for holiday shopping. Retailers across the country slash prices, offer doorbuster deals on popular big-ticket items and often open in the wee hours of the morning to extend early bird specials. Dedicated and […] 
Maize Day is a day set aside for all Americans regardless of ethnicity, naturalized citizens, descendants of the first peoples of the Americas or descendants of immigrants to celebrate the traditional role of corn in these cultures. Discuss: corn as an ingredient in craft beer and spirits and what role it plays in your production […] |
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#CabFrancDay | Cabernet Franc is believed to have been established in the Libournais region of southwest France sometime in the 17th century, when Cardinal Richelieu transported vine cuttings to the Loire Valley. Cabernet Franc is lighter than Cabernet Sauvignon, making a bright pale red wine that contributes finesse and lends a peppery perfume to blends […] 
In 1987 Matt Nader of the San Francisco-based Blue Chip Cookie Company created Cookie Day – which has been championed over the years by Cookie Monster on Sesame Street. Cookie monster: pair cookies with wine or beer; suggest cookie recipes including spent grain from brewing or distilling; or discuss oatmeal, chocolate or other flavors that […] |
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Linked to Sailor Jerry Rum by way of a contest held in 2013 to recognize America’s favorite bartender. Bartender Appreciation Day aims to help customers recognize the service and varied skillset of their favorite local bartenders. Sail carefully: recognize your tasting room team only, not other establishments, so you’re not seen as providing something of […] 
Held each year as mandated by the UN General Assembly, International Volunteer Day is a unique chance for volunteers and organizations to celebrate their efforts, to share their values and to promote their work among their communities, non-governmental organizations (NGOs), United Nations agencies, government authorities and the private sector. This year's campaign, “Together We Can […] 
On December 5, 1933, the 21st Amendment to the United States Constitution was passed to repeal the 18th Amendment of 1919, or Prohibition. Raise a glass: share a responsible drinking message or toast local craft and the bars, restaurants and shops that support them. |
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#NationalRhubarbVodkaDay | A bit of a niche celebration whose roots originate in Casselton, North Dakota, at the Maple River Distillery. It’s not weird: if relevant, discuss the tartness rhubarb gives to alcohol. |
