CAUSE FOR HOPTIMISM
As corona virus presses pause on any business model built on in-person interaction, the brewing industry is learning to adapt. Famed for its innovation, the current crisis has predicated new initiatives from some of craft beer’s heavy hitters. Brewdog has expedited the production of its hand-sanitiser (Brewgel), whilst Cloudwater has facilitated the sale of smaller competitors from its own website, and allowed beer enthusiasts to add NHS tokens to their trolleys in order to support key workers.
> These initiatives are in stark contrast to Wetherspoon’s Tim Martin’s initial decision to lay off all staff, and is yet further evidence of modern breweries understanding customer Closeness and brand Magnetism in a way that more established brands do not. It certainly helps that many craft beer fans are pre-disposed to the ethos of their chosen tipple producers - sustainability, fair wages, or supporting local businesses - but it’s clear these new-age businesses understand the commercial value in leveraging their equipment in times of need, something which will no doubt create staying power for existing customers, as well as aid in acquiring new ones who’re impressed by their social enterprising credentials.
This is not to say that bigger brands are failing, far from it
Guinness has announced a £1m fund to help bar tenders in need, whilst Fullers has cancelled rent for over 200 of its landlords. However, it is certainly true that modern brewers seem to understand the importance of building emotional connections with their customers. Perhaps this is only natural, given the higher price tag of most craft options, but in today's uncertain climate, being a brand consumers can connect with emotionally looks likely to deliver a commercial advantage.
Several high-profile commentators have already remarked that the world will feel a very different place once we’re passed this, owing to a deeper sense of community often present in times of need, and so it seems apt that brewers with a more compassionate approach to capitalism find themselves with a greater ability to thrive in the current climate.
Commercial success is a necessity, not a luxury
But of course, like any business, commercial success is a necessity rather than a luxury, and whilst bottle shops and breweries have experienced an inevitable spike in online sales it remains to be seen as to whether this will keep many brewers in business through the current crisis; digital assistance from Cloudwater notwithstanding. It’s commonplace within in the brewing industry for smaller brewers to rely heavily on contracts with pubs, but as these pubs close their doors, business models are required to change. The Society of Independent Brewers (SIBA) has been hard at work lobbying for laws to be relaxed around direct delivery, amongst other packages, but with some 85% of beer being drunk in pubs, it isn’t hard to appreciate why the closure of pubs is such a body-blow for small producers.
A dream of summer
Nothing beats a lazy afternoon in one of your favourite micros, sipping your way through some delicious berry-based sours, but the move to online also has one, quite distinguishable plus side for consumers. Choice. Whilst many establishments do have a guest tap or two, or even a dedicated fridge, nothing can top the truly global choice on offer when beer enthusiasts go online. So where one tap dries up, another opens, allowing beer fans to order from a host of different suppliers on websites such as Hops Burns Black, Beer Merchants, or Kill The Cat.
We all long for the day when restaurants are full, and beer gardens are buzzing once more, but until then, I can be content with the choice on offer online, so long as I can still crack open something special and video chat with my friends, and hope for hoppier days ahead!