Around the Globe, Craft beer as a community has been hit hard since the beginning of the pandemic. Our Vietnamese community has that of Covid-19 and more laid in front of us. Moving forward, at Thai Tan we’ve compiled a list of suggestions as below.
Home delivery
Home delivery has become an essential channel to reach out to customers during times of lockdowns and travel restrictions. Even in markets like Switzerland, breweries have used Whatapps to stay connected to their customers and to provide a fast response for home delivery. Clients on the other hand enjoyed the convenience of this new service. It might not only be a temporary solution but likely to stay as a good way to sell beer directly.
Increase engagement with customers
Urban Roots Brewing in Sacramento, California swiftly moved to online sale. They took a step further by keeping their products fun and their customers excited. “The key for us was keeping an ever-changing and exciting beer release schedule for a fresh look at our brand and offerings while at the same time keeping quality for every style we create very high,””That’s what enabled us to bring staff back faster than many surrounding businesses. Together we developed meal ideas, beer promotions and other need-based solutions to increase business and get our team safely back to work.” Peter Hoey, co-founder and brewmaster said.
Selling via retailers
Some breweries have included new partners in their distribution strategy. “Distribution wasn’t a significant part of our business plan prior to the pandemic, but now we have personnel and infrastructure in place to sustain those sales while returning to normal operations in the restaurant”
Canning
Because selling from the taps was banned, several brands shifted to canning so that they can get their products to customers more efficiently. Now things are opening up again in the US, canning will continue to be an important part of their business.
Remain to focus on the craft beer community
“They brew special beers to give back or just making their breweries feel like a place where people can bond—even while social distancing.”
Rethink beer drinking experience
On the other side of the globe, Ecole hôtelière de lausanne, Switzerland (EHL) who pride themselves to be a central source of actionable insights into the World of Hospitality suggested to rethink beer drinking experience. “After spending some time by ourselves, we may possibly discover that enjoying a beer or two on our own might actually be fun. This is the moment when breweries should start thinking about the act of drinking beer as an individual experience rather than just a social activity as it is usually perceived. In so doing, it is important that breweries think about all potential ‘touchpoints’ between the customer and the beer. For instance, when do customers enjoy drinking beer the most? Maybe a hoppy beer over dinner, a light one while Netflixing or a fruity one when reading their favorite book.”
Beer tourism – creating an Ale trail
In Australia, there is always a space for great craft beers however, it is getting tougher to stand out in the crowd of more than 600 independent brewers. With their new government rebate program, it would pave the way for a new era of of craft beer. “It used to be wine tourism that was a thing. Now it’s beer tourism.”Independent Brewers Association (IBA) chairperson Peter Philip said.
This is a very interesting idea and with people can’t wait to get back to travelling and fulfilling their bucket list. Having an ale trail throughout Vietnam or even South East Asian is a fantastic idea.
Source:
https://www.delish.com/food/a36142308/craft-beer-industry-post-pandemic-changes/
https://hospitalityinsights.ehl.edu/covid-19-beer-industry
https://www.abc.net.au/news/2021-07-16/australian-craft-beer-makers-at-bursting-point/100290526
