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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Labor Day honors the American labor movement and the contributions that workers have made to the development, growth, endurance, strength, security, prosperity, productivity, laws, sustainability, persistence, structure, and well-being of the country. Holiday hours: make sure to let everyone know about any specials hours the week leading up to the Holiday. If you’re open, expect […] 
On August 2, 2007, the US Senate declared September 2007 as "National Bourbon Heritage Month." The resolution calls for consumers who enjoy bourbon, or “America’s Native Spirit,” to do so responsibly and in moderation. It’s good to age: if your team uses bourbon barrels for aging, consider drink specials or calling out your barrel partners. |
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An opportunity to learn more about endangered species, preservation and conservation efforts around the world. Show your wild side: if your brewery, winery or distillery has a “mascot” or tells a brand story tied to nature, play this up on social media. Consider a contest for naming an upcoming product release, otherwise, don’t feed the […] |
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The Chianti region of central Tuscany, Italy, produces some of the country’s most celebrated wines. Did you know: “Chianti” is not a grape varietal – for a wine to have the name Chianti it must be produced with at least 80% Sangiovese grapes. 
The International Day of Charity was established with the objective of sensitizing and mobilizing people, NGOs, and stakeholders all around the world to help others through volunteer and philanthropic activities. Giving back: if you support a local charity, consider matching employee or customer donations (of time or money) or sharing a portion of proceeds from […] |
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Tailgating does center around the sport of football. While football has its roots in the game of rugby, it is generally accepted that the first football game in United States history was on November 6, 1869, between Rutgers and Princeton Universities. Fans arrived early to enjoy each other’s company and some food. Socially-distanced pre-game: while […] 
On World Beard Day, it is customary for the bearded members of a family to relax and partake in no jobs or chores. The beardless members of the family traditionally show their support by waiting on the bearded hand and foot. World Beard Day is all about promoting and elevating the global status of the […] 
A day observed in the United States to encourage nationwide citizen participation in the cleanup of federal lands. It was created in 1985 by the Federal Lands Cleanup Act as the "Federal Lands National Cleanup Day" and renamed in 1995 to honor Carl Garner and continue and expand his work of encouraging citizens to clean […] |
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The United States derives its rich brewing history from beer-loving German immigrants during the mid-1800s. Some of those immigrants’ families’ names are as familiar today as they were a hundred years ago. Who doesn’t love beer: for breweries, consider pint specials and to-go promotions with good social support. For wineries and distilleries, celebrate the similarities […] |
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Encourages people to share creativity with someone in return for their ideas. Collaboration, anyone: promote any partnerships you have locally and within the industry, supporting the idea that the craft beverage industry is better because of community. Photo by Pixabay from Pexels 
If you sell canned cocktails, celebrating the day is a no-brainer. But be careful – don’t over-message high ABV or use descriptors like “crushable,” or “portable.” You never want to imply anything related to overconsumption! Photo by Karolina Grabowska from Pexels |
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In the United States, Patriot Day occurs on September 11 of each year in memory of the people killed in the September 11 attacks of the year 2001. Respect: if your brewery, winery or distillery has an ongoing alignment with First Responders or the Services, consider a discount for those with valid ID. |
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George Washington Carver discovered over 300 practical uses for peanuts. Carver, a graduate of Iowa State University, found ways to use peanuts in shampoo, fuel, dyes, and flours. Nutty-liscious: if your beverage features peanut flavors, talk it up on social media and consider thematic samplers or pairings in the tasting room. Photo by shattha pilabut from Pexels 
Celiac disease is an immune disease in which people can’t eat gluten for fear of damaging their small intestine. Options: highlight gluten-free choices. Photo by PhotoMIX Company from Pexels |
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Encourages us to celebrate Sober life and bring awareness to addiction. The entire day focuses on showing support for anyone living in sobriety. Pace yourself: today is not the time to promote high ABV beverages and anything having to do with overconsumption, as many Americans struggle with addiction every day. Photo by Jill Wellington from Pexels |
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Linguine is a type of pasta similar to fettuccine and trenette but elliptical in section rather than flat. Dish it out: pairings hinge on the sauce being served. Consider medium-bodied Reds with a tomato base; full-bodied Whites and light-bodied Reds with cheese and cream; light-bodied Whites with seafood and vegetable. Photo by Lisa Fotios from Pexels
In our current environment, many students are learning remotely for safety. The same is true for businesses with work-from-home options. Virtually-there: promote online tastings, happy hours and virtual tours that give fans and followers an insider’s view of your brewery, winery or distillery. Packaged product available for curbside, local delivery or shipment is the next-best […] 
The now internationally renowned campaign organization for ecological issues was originally founded by a group of 17 activists in Vancouver protesting against off shore nuclear testing in Alaska on this date in 1971. Earth-friendly: if you support environmental causes, highlight what they’re doing to promote a greener, more peaceful world. Don’t greenwash. Photo by Skitterphoto from Pexels |
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September 16 was designated by the United Nations General Assembly as the International Day for the Preservation of the Ozone Layer. This designation had been made on December 19, 2000, in commemoration of the date, in 1987, on which nations signed the Montreal Protocol on Substances that Deplete the Ozone Layer. Bike racks: sustainability is […] |
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In 1979, Congress and the president passed resolutions making the observance official after the families of the more than 2,500 Vietnam War POW/MIAs pushed for full accountability. For those who Served: recognizing service men and women in your tasting room is always important, so calling out POW and MIA Recognition Day only makes sense if […] 
#GrenacheDay | The Grenache Association established International Grenache Day to celebrate this grape and all the varieties and vintages of wine that were produced from it. It grows well in Spain, but there are numerous growing regions that have made this variety popular. Hungry: Grenache pairs perfectly with grilled, stewed and braised meats like beef, […] |
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National CleanUp Day promotes harmony with the land by encouraging stewardship. We are providing mechanisms and tools to support a clean outdoors. Community: give back to your local area by organizing or joining a group clean-up event. Consider hosting a post-clean-up event party in your tasting room for participants. Photo by Baurzhan Kadylzhanov from Pexels 
There are so many ways to enjoy a proper Rum Punch, but most include both light and dark Rums; pineapple, orange and lime juices; grenadine; and a maraschino or brandied cherry. Serve it up: if your tasting room has the ingredients, consider a thematic promotion to celebrate the day. Or a mini edutainment series on […] 
The sour beer style unlike any other that has risen the ranks as a beer drinker’s favorite beer over the past few years – rivaling even IPAs as among the most popular among beer drinkers. Pucker power: not everyone is a sour fan…but those that enjoy it fancy themselves connoisseurs Play to that experience with […] 
Wife Appreciation Day is a day in which men can take time out of their day to show their wives some love and appreciation. Since wives show their husbands an abundance of consideration and love, it's time to return the favor on this annually observed holiday. All you need is love: time to be especially […] 
#Oktoberfest | The world's largest Volksfest (beer festival and travelling funfair). Held annually in Munich, Bavaria, Germany, it is a 16- to 18-day folk festival running from mid or late September to the first weekend in October, with more than six million people from around the world attending the event every year. Cancelled, but not […] |
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#DayOfPeace | Established in 1981 by unanimous United Nations resolution, Peace Day provides a globally shared date for all humanity to commit to Peace above all differences and to contribute to building a Culture of Peace. Let’s be friends: today is a great day for a concerted social effort to gain new friends and followers, […] |
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An equinox is commonly regarded as the instant of time when the plane of Earth's equator passes through the center of the Sun. It is the moment at which the center of the visible Sun is directly above the Equator. Photo by Oleg Magni from Pexels |
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There are hundreds of local, state and national organizations that are the driving forces behind this Day, and partner organizations help to coordinate thousands of public events to bring awareness to ballot initiatives, local elections, and voter registration. 2020 and politics: this year is pretty politically- and otherwise charged, so do whatever feels right as […] |
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Honoring all the musical artists and that chart-topping song that makes them memorable. Bring it back: what’s the one beer, wine or whiskey that had a huge following when released but died off for whatever reason (limited quantities, style shifts, etc.)? Consider a limited release to get it back in people’s hands (supported by social). […] |
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National Johnny Appleseed Day celebrates a kindly legend who lived by sage teachings and labored to bring the shade of fruit trees across much of the United States. How ‘bout them apples: highlight the fruit flavor present in your beverage, or consider apple dessert or pastry pairings. |
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Each year, hundreds of thousands of volunteers come together on the fourth Saturday in September to assist with various projects designed to restore and enhance public parks, forests, waterways and more. From trail maintenance to tree planting—volunteers of all ages and abilities roll up their sleeves and work side-by-side to care for public lands. The […] 
This day was created to help educate people about the benefits of recycling. Cans are everywhere: especially now, consider social and packaging promotion around recycling efforts. Photo by Breakingpic from Pexels |
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As the Oktoberfest season comes to an end, this day is a great reminder to enjoy the world’s most popular adult beverage. Cheers: again, Oktoberfest will exist in spirit and local gatherings this year, so drinking beer probably isn’t going to be a problem. |
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The first official date was 1 October 2015, as agreed by the International Coffee Organization and was launched in Milan. This day is also used to promote fair trade coffee and to raise awareness for the plight of the coffee growers. Coffee-inspired: if your craft beer, wine or whiskey has noticeable coffee character, help customers […] |
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Hot Mulled Cider is a traditional fall and winter drink made by heating cider to almost boiling and adding cinnamon, orange peel, nutmeg, cloves and other spices and then simmering it. Welcome, Fall: alcoholic or non-alcoholic, this is a delicious treat for customers. |
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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 […] |
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This is a day to show appreciation to boyfriends everywhere for the good things they do. Do something nice for your boyfriend today. Wanna go on a date? Consider offering a thematic small-plate pairing alongside your craft beer, wine or whiskey. Make the portions shareable and fun. Photo by Leah Kelley from Pexels 
#NationalSmileDay | First began with Harvey Ball, a commercial artist from Massachusetts who designed the smiley face in 1963. A smile goes a long way: hard to offer discounts for smiling customers, that could get out-of-hand However, if you serve mixed drinks, considered layered cream drinks that allow you to “draw” in the foam or […] |
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#NationalVodkaDay | An opportunity to toast the many flavors and recipes and that make Vodka one of the world’s most popular spirits. Shaken, not stirred: you don’t have to be James Bond to enjoy a nice cocktail today…but what if you were to show a socially-distanced 007 movie in an open space on-site? Wake up […] 
#NationalTacoDay | Another fabricated national holiday, but especially relevant to breweries, wineries and distilleries the rely on food truck service when they lack in-house cooking facilities. Taco truck anyone? Breweries and taco trucks are the perfect pairing, but artisan street and other craft tacos have burst onto the scene to grace the parking lots of […] |
