Sales & Marketing

“A strong sales and marketing strategy can be the difference between winning and losing”

The number of craft brewery start-ups has experienced steady growth for years and shows no signs of letting up. With so many new entrants, it can be difficult to develop a sales and marketing strategy that sets your brewery and brands apart from the competition.

First Key develops strategies that take the guesswork out of sales and marketing. Based on qualitative and quantitative research, our integrated approach to sales and marketing identifies opportunities through insightful analysis and delivers targeted and actionable solutions.

Product Strategy

Based on client input, market trends and dynamics and the idiosyncrasies and subtleties of the local market, First Key will offer directional suggestions on a balanced portfolio of craft beer styles. This recommendation is designed to deliver on a number of key benefits, including local consumer preference, uniqueness and maximum volume and profit delivery.

Brand Strategy

First Key works with craft breweries to build the strength of their brands from the ground up. Our approach ensures branding is aligned with overarching business objectives and drives customer engagement. We employ a three-step process that helps craft breweries develop brand identities that are compelling, relevant and consistent:

  • We work with our craft clients to develop the core identities of their brands, including competitive positioning, value proposition, target market and key messages.
  • Next, we translate core brand identities into logo, packaging and sales tools designs.
  • Finally, we develop an execution strategy for the brands to deliver maximum visibility, customer advocacy and sales volume.

Marketing Strategy

At First Key, we believe that effective marketing is strategic and targeted. Craft breweries are now often competing in heavily saturated markets, and it can be challenging to communicate the right message to the right customer at the right time. We help craft breweries develop reliable marketing strategies that identify their customers, where they are, and how to reach them. Our marketing strategies include key elements such as channel strategies, packaging and pricing strategies, promotional initiatives, philanthropy, brewery initiatives, marketing campaigns and six-year volume and market share projections.

Sales Strategy

Based on local in-market research and face-to-face interviews with key stakeholders, First Key will make recommendations on the go-to-market strategy for sales, including geographic roll-out, distributor selection, training requirements and how to leverage existing local retailer relationships.

Supply Chain

Inefficiencies in the supply chain can have significant consequences for a craft brewery. By using an integrated approach to logistics and the supply chain, we help craft breweries ensure that their supplies and products are at the right place at the right time, at the lowest possible cost. Craft breweries look to First Key for support in all points of the supply chain, including:

  • Distribution
  • Procurement
  • Inventory Management
  • Third Party Logistics