How to Build an Online Community Around a UK Craft Beer Brand?

In the thriving world of craft beer, the right marketing strategy can make all the difference. Whether you run a small local brewery or a rising brand like BrewDog, the ability to engage customers in an online space is a game-changer. Let’s delve into the specifics of effectively building an online community around your craft beer brand.

Craft a Compelling Brand Identity

One of the first steps in building an online presence is to craft a compelling brand identity. A strong brand identity resonates with your audience, attracting potential customers and fostering loyalty among existing ones.

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If your brand is a small local brewery, play up the aspects that set you apart from the larger breweries. This could be your use of local ingredients, the unique brewing process, or the story behind the inception of your brewery.

Take a look at BrewDog. They’ve built a successful brand by positioning themselves as rebellious and edgy, offering a unique alternative to mainstream beers. They’ve also made a point of being transparent about their brewing process, which aligns perfectly with the current consumer trend of wanting to know exactly what goes into the products they consume.

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Authenticity is key here. Be true to your brand’s values and communicate them consistently across all online platforms. This will help you build a strong, loyal online community that identifies with your brand and supports your business.

Leverage Social Media

The power of social media in today’s digital age cannot be overstated. It provides a platform where brands can engage directly with their customers, fostering a sense of community.

Start by identifying which social media platforms your target market is using. Instagram, with its visual nature and broad user base, can be an excellent choice for breweries. Here, you can share behind-the-scenes photos of the brewing process, introduce new beers, and even host live tasting events.

However, don’t limit yourself to just one platform. Twitter can also be a great tool for engaging in real-time conversations with your followers, while Facebook allows for longer, more detailed posts and discussions.

Remember, the goal of using social media is not just to promote your beers but to engage with your followers. Respond to comments, ask for feedback, and create content that encourages interaction.

Create an Immersive Online Experience

In the age of digital marketing, a static website won’t cut it. To really engage your online community and keep them coming back for more, you need to create a dynamic online experience.

Consider incorporating a blog on your website where you can share updates about your brewery, introduce new beers, and even share related content like recipes, brewing tips, and industry news.

Your online experience should also be interactive. Consider adding features like virtual tours of your brewery, a beer finder to locate your products in local stores, or an online shop where customers can purchase your beers and merchandise directly from your website.

Keep in mind that your online experience should be mobile-friendly. Many of your customers will be accessing your online content via their smartphones, so make sure your website is easy to navigate on a smaller screen.

Collaborate with Other Local Businesses

Another effective strategy for building an online community is to collaborate with other local businesses. This can help you reach a broader audience, while also supporting your local community.

For instance, you could collaborate with a local restaurant to create a special menu pairing featuring your beers. Or, you could work with a local artist to design limited edition beer labels.

These collaborations can be promoted across your online platforms, helping to create buzz and excitement around your brand. Plus, they provide an opportunity for cross-promotion, helping to extend your reach even further.

Foster a Sense of Community

Finally, remember that building an online community isn’t just about promoting your beer. It’s about fostering a sense of community among your followers.

Encourage your followers to share their own experiences with your beer. This could be through social media posts, user-generated content, or even online reviews.

Additionally, consider hosting online events such as virtual beer tastings, Q&A sessions with your brewers, or live chats on social media. These events can help to bring your online community together, fostering a sense of connection and camaraderie.

Building an online community around your UK craft beer brand may seem like a daunting task, but by following these steps, you can create a strong, engaged following that will support your business for years to come. And remember, while strategies and tactics can be learned and implemented, the most important ingredient in the recipe for success is your passion for brewing excellent craft beer.

Boost Your Presence through Beer Festivals and Beer Tourism

Beer, particularly craft beer, is a product that demands to be experienced. With its complex flavours, rich aromas and intricate brewing processes, craft beer is much more than a simple refreshment. To maximise this unique quality, consider participating in beer festivals and promoting beer tourism.

Beer festivals are an excellent opportunity to boost your online community by attracting new followers and engaging with existing ones. They give attendees the opportunity to taste your beer, learn about your story and processes, and to engage directly with your brand. Leverage your social media platforms to promote your attendance at these events, share behind-the-scenes content, and engage with attendees pre, during and post-event, keeping the momentum going.

Similarly, with the rise of beer tourism, offering brewery tours can significantly engage your online community. Tourists are often eager to share their experiences on social media. By offering them a memorable, immersive experience, you can indirectly boost your online presence through user generated content.

Consider developing a unique hashtag for your brand to promote across these events and experiences, making your content easily discoverable and encouraging your audience to use it on their posts. This strategy can help to expand your digital footprint and strengthen the sense of community among your followers.

Incorporate Search Engine Optimisation

A potent element of digital marketing is search engine optimisation (SEO). It’s a method that helps increase your website’s visibility for relevant searches, making it easier for potential customers to find you online.

Start by identifying keywords that your target audience might use when searching for craft beer or breweries in your area. These could be specific beer styles, brewing methods, or even related events. Incorporate these keywords naturally into your website content, blog posts, and social media updates.

You can also improve your SEO by regularly updating your website with fresh, relevant content. This not only helps to keep your audience engaged but also signals to search engines that your site is active. Moreover, ensure your site is easy to navigate and optimised for mobile use, as these factors can also influence your search engine ranking.

Incorporating SEO into your digital marketing strategy can significantly enhance your online visibility, helping you reach a wider audience and strengthening your online community.


Building a strong online community around a UK craft beer brand requires a mix of strategic planning, creativity, and authenticity. Whether it’s through crafting a compelling brand identity, leveraging social media, creating an immersive online experience, collaborating with local businesses, boosting presence through beer festivals and beer tourism, or incorporating SEO techniques, each step plays a crucial role in your business plan.

It’s also essential to maintain a consistent brand voice across all platforms, regularly engage with your audience, and remain true to your brand’s values and mission. This fosters a sense of community and loyalty among your followers, which can significantly contribute to the long-term success of your craft brewery.

In the fast-paced, ever-evolving beer industry, staying ahead of the curve and continuously adapting your strategies to the changing market trends and customer preferences can be challenging. But, with a strong online community supporting you, navigating these challenges becomes considerably more manageable. In the end, what truly sets a craft beer brand apart is not just the quality of its beer but also the strength and loyalty of its community. Therefore, invest your time, resources, and passion into building and nurturing your online community. In the long run, it’s worth every drop.