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.
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… Read More »Applejack Month
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
#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… Read More »Vodka Day
#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… Read More »Taco Day
#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… Read More »Smile Day
#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… Read More »Last Day of Oktoberfest
Although there’s some controversy around whether the founders were German or Dutch, nonetheless Germantown was founded on October 6, 1683. It was first recognized in 1983 by President Ronald Reagan, honoring the 300th anniversary of German immigration and culture to the United States. Prost! While Oktoberfest is in-the-books, the spirit still remains (and likely quite… Read More »German-American Day
Celebrating an ancient method of winemaking! This little-known style of wine shines with its bold flavor and auburn color. Sell, sell, sell: very niche, so sell quickly and don’t overstock.
Fluffernutter is a sandwich made with peanut butter and marshmallow cream, usually served on white bread. Sweet, salty or savory: many brewers and distillers have tried to mimic the flavor of a fluffernutter in their beverages. If you’re one of those creative types, now is the day to call out your creation on all your… Read More »Fluffernutter Day
Needs no explanation – beer and pizza are a classic combination in the U.S. You had me at ‘beer’: consider to-go specials help socially-distanced customers enjoy pizza at home with their families. Or perhaps bring in your favorite food truck or local pizza delivery partner for a thematic event. Photo by Mariana Silvestre from Pexels
#WorldMentalHealthDay | While this isn’t a marketable beverage holiday, if owners/producers have supported international efforts in the past, there’s an opportunity to help raise awareness of mental health issues and mobilize efforts in support. Use credibly only.
Kind of like “Beer and Pizza Day,” only a little more focused Did you know: sausage is the second-most popular topping for a pizza, only slightly behind pepperoni. People in the know about these things say we consume around 24 lbs of pizza a year, and on any given day 13% of America is eating… Read More »Sausage Pizza Day
While we should celebrate farmers every day, today is a great opportunity to highlight local sourcing practices.
#PinotageDay | Celebrates the uniquely South African grape – merging Pinot Noir and Hermitage (Cinsaut) grapes. Consider: launch a contest on social media channels, asking fans and followers to capture how they enjoy their Pinotage (keep it classy).
Where observed – officially celebrates the anniversary of Christopher Columbus’s arrival in the Americas on 10/12/1492. NOTE: there is a lot of political and other controversy surrounding this Federally-recognized holiday, so we recommend just posting holiday hours if different from normal.
#NationalDessertDay | A day for people to satisfy their sweet tooth and enjoy the dessert of their choice. Pairing: take this opportunity to market dessert pairings, such as: wine and chocolate, champagne and fruit, beer and brownies and cocktails with complementary flavors. Photo by Pixabay from Pexels
#Homebrew | The anniversary of the day that homebrewing beer without federal taxation was made possible in the United States, thanks to President Jimmy Carter, in 1978. The law officially became effective in 1979. Something’s brewing: breweries could invite guests behind-the-scenes into the brewhouse to see how their favorite beers are made. Also, an opportunity… Read More »Homebrewing Legalization Day
The word liqueur comes from the Latin liquifacere which means “to liquefy.” A liqueur is an alcoholic beverage made from a distilled spirit flavored with fruit, cream, herbs, spices, flowers or nuts and bottled with added sugar or other sweeteners. Serve it up: if your Tasting Room has a liquor license, consider a social contest… Read More »Liqueur Day
#NationalFoodDay | Best opportunity to break into this traditional food porn holiday is to create perfect pairings with chef-prepared dishes. Photo by fauxels from Pexels
#NationalBossDay | Traditionally a day for employees to thank their bosses for being kind and fair throughout the year. NOTE: can be polarizing, post carefully. Consider discounts for work team events, or possibly renting out the private event space at your property for a celebration of all bosses from local businesses.
Just a reminder for businesses to get to know their customers better. On Get to Know Your Customers Day, consider to-go promotions or a free event; guest bartenders (where allowed); or streaming a video/photo montage of customers. Photo by mentatdgt from Pexels
Opportunity for bearded beverage producers to create engaging content around shaving their beards: for charity, on a bet, in preparation for Movember (growing a mustache/beard in support of issues facing men), etc.
#GinAndTonic | Introduced by the army of the British East India Company in India in the 1700s as a means to sweeten the taste of tonics used to cure malaria, this highball cocktail is made with gin and water poured over ice with a lime wedge. Creative adaptation: at CraftGinClub.co.uk they feature 15 creative ways… Read More »International Gin and Tonic Day
#SweetestDay | Where observed, this “Hallmark Holiday” is a day to share romantic deeds or expressions. So sweet of you: consider dessert and beverage pairings, sales promotion, gift packaging, etc. This makes it easier for both the thoughtful planner or the last-minute, better-not-show-up-empty-handed shopper. Photo by Git Stephen Gitau from Pexels
Fresh, sweet fruit soaked in brandy and sugar, used as a topping on pies, cake or ice cream. Consider dessert pairing or soaking the fruit in various alcoholic beverages to vary the result. There’s fruit in my glass: if you’re into it, share your favorite starter recipe for brandied fruit at home. Or serve up… Read More »Brandied Fruit Day
Not to be confused with Tequila, which can only be produced from Blue or Weber Agave plants, Mezcal can be produced from upwards of 28 varieties of agave plants in Mexico. In the past, Mezcal was considered “the peasant’s version of Tequila,” but today its reputation has changed to that of a sophisticated drink and… Read More »Mezcal Day
Not an outwardly-marketable beverage holiday, consider emphasizing any nut character in your wine, beer or spirit. Bar snacks: where allowed, having single-serve bar snacks available is always a win. But today more than others is the day to call out nutty flavor in your beverage, and how it came to be.
#WorldPastaDay | Opportunity to promote beverage pairings, especially wines that will complement red and white sauces. Did you know: first celebrated by the International Pasta Organization in 1998, the event aims to maximize promotion of “an extraordinary, good, healthy, nutritious, accessible and sustainable food, a pillar of the Mediterranean Diet and recognized as an Intangible… Read More »World Pasta Day
In contrast to Sweetest Day, this is a celebration of all things sour – people or foods Pucker power: if you have sour beers, cocktails or other beverages, time to display them front-and-center on your social media channels. Consider themed drinks and discounts for new customers. Photo by Lisa Fotios from Pexels
#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
#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… Read More »American Beer Day
#NationalChocolateDay | Consider promoting dessert pairings and chocolate-flavored beverages.
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
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
