Advice From The Trail: Alex Sage on Video Content Marketing

Photos of and courtesy Alex Sage

Each volume of Craft Marketing showcases a Featured RadCrafter – a craft marketing professional who is crafting content, telling stories, and curating resources about the beer industry. RadCrafters are helping to shape and share the culture that is craft beer. 

This go-around, meet Alex Sage who manages marketing and graphic design for City Star Brewing. We’re unabashed about declaring that City Star runs some of our favorite social media feeds, in particular because of their trendy and hilarious videos.

Tell us about your background before City Star, and your evolution into your current role. 

My job title at City Star is Marketing/Graphic Design. I have been in the craft beer industry for 13 years and have done everything from beer tending to brand ambassador to taproom manager. I started out at City Star beer-tending and moved into social media and marketing. 

Seems like several years back at this point y'all got into the groove of creating engaging, trending, and on-brand video content on TikTok/IG and haven't stopped since.

We started experimenting with videos in 2021. City Star owner Whitney Way and I try to stay on top of researching what is pushed out most through social media algorithms, and at that time everything was telling us videos, videos, videos. Instagram was beginning to ramp up using reels, and I had done a deep dive into TikTok watching people learn fun dances, laughing at funny skits and saw how audios would trend. I wanted to bring that same spirit to City Star so we threw our hat in the game! 

It seems like your audience loves it, and is growing!

Videos have been huge in growing our audience. With the algorithm prioritizing pushing videos, we were able to gain access and engage with new people who our pages did not previously reach. Berthoud is a small town which surprisingly some people have never even heard of and some don't know there is a brewery. Doing videos has put our brewery AND Berthoud on the map for a [destination] place to come stop in for a beer. We constantly have people coming into the taproom telling us they love our videos and asking when the next one will be. It's helped us be able to further engage with our audience both though the internet and in person. 

Do you notice any engagement trends for your audience?

Figuring out the algorithm is half the battle and the other half is knowing your audience and what your goals are for using videos. When we first started out on TikTok we were getting tons of new followers but when we looked at the data, these followers were from other states and even other countries. We had to hone in our goals for what we wanted to be using videos for. Yeah it's cool that someone in England watched our little brewery video...but did anyone in Loveland see it and come visit us? This is where our "let's just show em' a good time" spirit for videos began. Our fun, comedic, silly videos create brand awareness near and far while also encouraging our local neighbors to pop in. We try to make content that if you're a craft beer drinker you can relate and if you're close by you'll want to come see us. 

How do you choose which trends to participate in while still staying true to the City Star brand?

When it comes to videos I try to take the Red Bull marketing approach which is to show the experience rather than the product. Sell the experience not the beer. Yes, we could list what beers are on tap, we could talk about the hops and geek out over craft beer, we could feature our new beers that come out every Friday...but I want someone to watch our videos and think "They're having so much fun at City Star, let's go to THAT brewery!"

City Star strives to produce delicious craft beer that brings our community together so the goal is for people to see our videos and then call up a friend to come visit us for a beer. Our brewery's audience is aged 21-60 with the majority resting in the 25-45 age range. We want to use audios that are going to be most relatable to this age range as well as pop culture references. (It's no fun if someone misses the joke!) If it makes us laugh at ourselves, then we post it! 

Is using both TikTok and Instagram more time consuming?

Doing videos in general is a bit time consuming. We try to be mindful of which platform we use for which audience. Our TikTok audience is mostly people from out of state so we make TikTok videos about relatable craft beer things for all. For Instagram, our audience is more local and more probable to come in and visit us— so we do those videos that are more geared towards that. Unfortunately synching them up can be a pain for matching audio and platform guidelines, I have yet to find a great app for that. 

If anyone reading has a suggested app, please jump into the comments or slide into our DMs!

What video equipment and apps do you use and recommend, especially for tight budgets?

Keep it cheap and easy! I just use my iPhone to record through TikTok, Instagram or Capcut. Luckily these free apps are pretty user friendly for filming and editing your videos. We step our game up with a ring light every once in a while but mostly we just try to show off our space in its authentic state - no cinematics here! 

Any last pieces of advice on using video as a brewery marketing tactic?

It can be intimidating making videos but there are lots of ways to have fun and show off your business without using your face if you're camera shy. Don't get discouraged. We have spent an hour creating a video that got 200 views and 15 seconds on a video that got 660,000 views - you just never know! It's a great tool to bring together your staff and guests. JUST HAVE FUN!

Advice From The Trail: Cara Nosek on Packaging Design and (Re)Branding

Photo of and courtesy Cara Nosek

Each volume of Craft Marketing showcases a Featured RadCrafter – a craft marketing professional who is crafting content, telling stories, and curating resources about the beer industry. RadCrafters are helping to shape and share the culture that is craft beer. 

Ska Brewing – an iconic brand based on a comic book and inspired by all waves of Ska music – recently underwent a brand refresh. We called Cara Nosek, Queen of Graphics at Ska since 2013, to weigh in on how brands can evolve so gracefully too. 

Certified for Sustainability: 11 Investments For Craft Malt, Beer, and Spirits Producers To Consider

Words by Stevi Cameron, edited by Melissa Larrick; Photo by Rachel Cross

These eleven certification programs don’t just demonstrate your brewery, distillery, or malthouse commitment to the environment; they also display that promise to your customers. 

We know labels aren’t everything, but in these cases we’ve seen real world examples of how they make a difference. We commend our many partners who support these programs with their participation, and we encourage those of you who are curious to read on.

Sustainability translates in many different ways for companies of all sizes and identities. We think that’s a good thing. Whether their initiatives are rooted in agriculture or emissions reduction, recycling and repurposing, or even employee retention and continued education; they’re all in place for the greater good.

Without further ado, meet our choice sustainability certifications and some of the companies who endorse them. 

A Greener World

A Greener World (AGW) is a nonprofit organization providing several certification opportunities for businesses implementing and supporting sustainable practices in their production. Focused mostly on agricultural production, A Greener World’s growing family of trusted certifications includes  Certified Animal Welfare Approved by AGW, Salmon Welfare Certified by AGW, Certified Grassfed by AGW, Certified Regenerative by AGW, Certified Non-GMO by AGW and Certified Organic by AGW (coming soon). 

For farmers and brewers alike, this suite of certification is something to get excited about. The process of getting certified by AGW streamlines auditing and certification of a wide range of practices, helping farms to make multiple meaningful claims through a single audit. With one visit farmers can demonstrate non-GMO, water-friendly, environmentally sustainable practices—and more. By obtaining an AGW Certification, businesses are identifying themselves as a sustainable option, making it easier for consumers to know they are shopping greener.

Salmon-Safe

 Salmon-Safe helps grain growers, farmers, and maltsters, like Mainstem Malt, to manage their impact on water quality and the biodiversity of the Pacific Northwest region. Not only does Salmon-Safe limit impact on the natural environment, but it also encourages the restoration and enhancement of habitats, making Salmon-Safe a great certification option for businesses and consumers with sustainability in mind. 

Craft Malt Certified Seal™

This program designed by the Craft Maltsters Guild aims to produce quality ingredients in a sustainable way, proving to be a great option for brewers and distillers who use at least 10 percent of craft malt in their grain purchasing program or specific recipes. The Craft Maltsters Guild will connect your brewery or distillery to a broader range of customers and resources by advocating for small-scale production, resourcing materials within a 5oo mile radius, and supporting independently owned businesses. The Craft Malt Seal assists customers in making decisions that align with their values. 

Cicerone™

How can having certified Cicerones in your brewery help the environment? Glad you asked. Breweries that have in-house Cicerone-certified staff members support the continued education of their teams and subsequently, their customers. Better educated servers and sippers equals more opportunity to discuss ingredients, sourcing, and processes that support our planet. The Cicerone certification empowers your business and your community by fostering trust.

B-Corp™

Getting certified with B-Corp and choosing to work with certified businesses, you can support a long-term commitment to ethical business practices. This certification that Mortal and Mainstem Malt maintain focus on businesses and their  impacts on employees, community, and the environment. B-Corp promises sustainable business choices by measuring employee benefits for the longevity of employee duration, and also how a business gives back to the community and environment with donations and other means of support. B-Corp assists in holding your business to the highest of standards.

1 % for the Planet® 

Membership to 1% for the Planet means committing 1 percent of your business’ profits to support climate change solutions. 1% for the Planet’s business membership connects your brewery, distillery, or malthouse (or prebiotic and kombucha company like Mortal!) with nonprofits worldwide that align with your values and frequently generate positive environmental solutions. With 1% for the Planet’s partnership advising process, your business will be accordingly paired with an approved environmental non-profit— so you can donate to a cause that fits your passions while also promoting your brand globally. 

Living Wage

Obtaining a living wage certification represents your company’s dedication to a healthy and holistic work environment, not to mention the retention of employees. The Living Wage Network connects your company with several accessible Living Wage certifications based on size and type of business— Riverbend Malt House, for example, is certified by Just Economics in Western North Carolina. Verifying that your company sustains a living wage promotes your business as an empowering workplace.

Regenified™

Regenified is a practice and outcomes-based land verification and product certification program driving the growth of regenerative agriculture and the adoption of certified products. This certification gives Riverbend, the first craft malt house in the South and now as of March 2024 the first Certified Regenified malt house on the planet, the unique ability to manage, store, and process Certified Regenified grains while maintaining full traceability.

Oregon Tilth®

Oregon Tilth promotes sustainable farming with its Organic Certifications. In the certification process, Oregon Tilth identifies the need and singularities of your company to help obtain an array of National Organic Program certifications. Because the transition from a non-organic farm to an organic farm can take time, Oregon Tilth also certifies for Transitional Organic. The certification ensures both sustainability in agriculture while also setting your business up for long-term success. 

Puget Sound Energy Green Power Program

Puget Sound Energy Green Power Program aids independent companies in using energy that comes from renewable resources. PSE can help lower pollution levels emitted by businesses or individuals in the PSE Green Power Programs. These programs, including Carbon Balance, Community Solar, Solar Choice, and Renewable Natural Gas, replace nonrenewable energy and install and maintain renewable energy, helping participants cut their emissions up to 50 percent. Monthly member fees range from $4 to $20 per month— which goes to supporting other local power generating projects that can make a sustainable impact.

Brewers Association Independent Seal® 

An important part of having a sustainable business is maintaining independence. Independent businesses often support local sourcing through more access to local farms, customers, and the community. The Brewers Association Independent Seal strives to help companies commit to their communities long-term with a stamp of their promise to display on public facing spaces and beer labels. And, seal or not, the BA offers a Sustainability Benchmarking Tool for its membership— just sayin’. 

Want to learn more about the companies certified with all of the programs above? We’re here to connect you. Give us a shout at coop@radcraftbeer.com.

RadCraft Partners With Empowered Streaming To Amplify #CraftSocialMedia Workshop Experience

INTERNATIONAL— RadCraft will bring back its virtual social media marketing workshops for breweries in 2024, this year with the amplification of streaming services from Empowered Streaming. 

The #CraftSocialMedia experience will be improved with enhanced video and audio, faster streaming, and expanded capacity for participants to communicate with speakers and one another. 

There are three #CraftSocialMedia workshops with expert speakers planned for 2024. The series kick off will feature Kayla Stinnett of Iron City Social presenting Social Media Marketing For Recurring Brewery Events on Friday, May 10 at 12pm MT. She’ll share tried-and-true strategies to promote recurring events while keeping them fresh and top of mind, all while on a budget. 

Details about these next two beer marketing workshops Social Media Management For Multiple Brewery Locations (August 16) and Social Media Automation That Sells More Beer (November 15) will be published in coming weeks.  

Register for the #CraftSocialMedia workshops at radcraftbeer.com. 

ABOUT EMPOWERED STREAMING 

Empowered Streaming was created to make virtual and hybrid events stress free for event planners. Behind the scenes, it’s run by a passionate set of studio musicians, engineers and videographers. During the pandemic, it became clear that the technical skills and sense of precision honed in music performance and studio work was very much needed in the corporate events space. Today, Empowered is responsible for the video and audio production for events all over the world, with a passionate crew dedicated to providing a fun and easeful experience for everyone involved.

ABOUT RADCRAFT

Beers and spirits should tell stories about brands, and RadCraft loves a good story. Founded in 2012 by Emily Hutto, RadCraft provides communications support for the beverage industry. From breweries and distilleries to maltsters and their affiliates, RadCraft’s partners are makers of thoughtful products and cultivators of radical ideas. Learn more at radcraftbeer.com. 

Show Living The Dream Brewing How You’re Living The Dream Outside To Win A Trip To Durango, Colorado

DURANGO, CO—  Living The Dream Brewing is excited to announce its 2023 Living The Dream Outside video contest in partnership with Visit Durango and RadCraft. The brewery is accepting video submissions for a chance to win a winter excursion to Durango, Colorado in early 2024.

For nine years now, Living The Dream Brewing has celebrated the people, places, and activities in Colorado with its outdoor-inspired brand. Each beer can depicts scenes captured on adventures in the Centennial State, and the brewery encourages their fans to share their beers in the wild with the hashtag #livingthedreamoutside.

Now through November 30, 2023, craft beer lovers can submit their videos that answer the question How are you living the dream outside? for a chance to win a winter excursion to Durango, Colorado. The winner selected will receive complimentary lodging and a snow sport adventure for two, as well as Living The Dream beer— and lots of it. 

How To Enter: 

Tag @livingdreambrew, @visitdurango, @radcraftbeer, and #livingthedreamoutside in an Instagram video that answers the question How are you living the dream outside? 

Participants are welcome to submit more than one video for more chances to win.

Videos must be submitted by 11:59pm on November 30, 2023. 

Participants must be 21 years of age or over.

By submitting video(s), participants give Living The Dream Brewing permission to re-share. 

Media inquiring about Living The Dream Brewing can contact Emily Hutto at hutto@radcraftbeer.com.

ABOUT LIVING THE DREAM BREWING CO.

Living the Dream Brewing is a craft brewery established in 2014 in Littleton, our home base for adventure in Colorado. Built on a foundation of brewing beer using only the finest ingredients, Living the Dream celebrates the people, places, and activities of the Centennial State. Live the life you have imagined. Visit Living The Dream online at livingthedreambrewing.com.

ABOUT VISIT DURANGO

Visit Durango is an independent nonprofit organization operating with the mission to promote Durango and La Plata County’s multitude of tourism attractions, events and services. The unbeatable combination of the iconic San Juan Mountains, art galleries, culinary fare, cultural and historic sites make it the perfect base of operations to explore Southwest Colorado. Experience Visit Durango’s full-service visitor center at the Durango Welcome Center, located at Main Avenue and 8th Street in the heart of historic downtown Durango, or online at durango.org. Follow @visitdurango on Facebook, Instagram, Twitter, TikTok, LinkedIn and Pinterest.

Advice From The Trail: Ben Moore On Beer Photography

Photo of and courtesy Ben Moore

We met Ben Moore at the 2023 Craft Malt Conference in Portland, Maine, which he calls home. His energy and enthusiasm were palpable, and he was both professional and fun to collaborate with on conference storytelling.

So we asked him to be the next RadCrafter in this series. Moved by his passion for his work, we asked him about the life of a beer photographer and what advice he has for others interested in the same craft. Prompted by his social media presence as @activebeergeek, we asked him about his work-life balance. Read the interview and get inspired here.

RadCraft Presents Near Beer, A Celebration of Place, at Harding House Brewing During The 2023 Craft Brewers Conference

NASHVILLE, TN— The Farm to Table movement is alive and well in the beverage industry as breweries with hyper-local ethos are popping up around the country. This event is a celebration of some of those breweries who are inspired by place. 

Come taste those places at Near Beer at Harding House Brewing Company in The Nations neighborhood of West Nashville during the Craft Brewers Conference on Tuesday, May 9 from 5 to 10pm. The breweries pouring include Scratch Brewing Company from Ava, Illinois, Fonta Flora Brewing from Nebo, North Carolina, Fullsteam Brewery from Durham, North Carolina, and Free Range Brewing from Charlotte, North Carolina. Most of the breweries participating are Craft Malt Certified™, some of them grow their own ingredients, and all of them engage with nearby farms to source their recipes. 

“Our unofficial industry tagline is buy local, but craft breweries don’t always do that themselves,” says the Co-Founder of Harding House Nate Underwood, who spearheaded Near Beer. “We wanted to celebrate and hang out with those breweries who walk the walk. Purchasing local agricultural ingredients isn’t always easy or inexpensive, so we’ve got to stick together. Using local malt, hops, and ingredients is what makes craft beer fun, flavorful, and diverse.” 

Near Beer is open to the public, and CBC ticket holders will receive beer discounts. 

Media interested in credentials to this event can contact Emily Hutto at hutto@radcraftbeer.com. 

ABOUT HARDING HOUSE BREWING CO. 

Homebrewer-turned-brewmaster Nate Underwood brought his passion for local agriculture into his brewing style at Harding House Brewing Co. This brewery is named after the nickname given to a house he lived in on Harding Place here in Nashville, the place where the inspiration for the brewery originated. Co-owned by Matt Fung-A-Fat, Tyler Pate and Cameron Jones, Harding House strives to better the community in which it exists. This includes providing quality jobs and creating new agricultural economies. Harding House is committed to using the brewery as a place for the people of Nashville to gather and grow together. Learn more at hardinghousebrew.com. 

ABOUT RADCRAFT 

Founded in 2012 by Emily Hutto, RadCraft provides communications support for the beverage industry. From breweries and distilleries to maltsters and their affiliates, RadCraft’s partners are makers of thoughtful products and cultivators of radical ideas. Beers and spirits should tell stories about brands, and RadCraft loves a good story. Learn more at radcraftbeer.com.

BEER! A Love Story Teams Up With RadCraft To Protect Rivers This Earth Day

Now until April 25, RadCraft is donating $1 from every movie rental to Protect Our Rivers, a nonprofit organization committed to river conservation efforts across the West. Click here for more information.

To celebrate this partnership, you’re invited to meet the cast and filmmaker of BEER! A Love Story with us on Earth Day!

What: This is a live, virtual opportunity to virtually meet the director, Friedrich Moser and some of BEERmovie’s cast– and check out clips from the film.

Where: Register for this Zoom chat here  

When: Thursday April 22 at Noon PT/ 3pm ET 

Why: RadCraft’s work and our passion is rooted in the elements, one reason we were drawn to filmmaker Friedrich Moser. His close connection with nature shines in BEER! A Love Story, which captures the raw beauty of barley fields in rural Italy, Austrian and Northwest hop farms, and beyond. He ventures across landscapes, cultures, countries, and languages through subtitles in this both realistic and romantic movie. 

Join us for this event to support not only Mother Earth, but also independent film and craft beer! Please consider sharing this Virtual Earth Day event with your audience through IG stories / posts. Press assets can be found here. 

From April 23-25, show us the independent beer you’re sipping while you watch BEER! A Love Story to be entered into a raffle to win sweet river and beer-themed prizes. Tag @radcraftbeer, @fueledbyhops_, and @beermovie2020– and don’t forget to hashtag #BEERmovie!

Please direct media inquiries about this event to Melissa Larrick at melissa@radcraftbeer.com.

ABOUT RadCraft 

Founded in 2012 by Emily Hutto, RadCraft provides communications support to barley crafters. From breweries and distilleries to maltsters and their affiliates, RadCraft’s partners are makers of thoughtful products and cultivators of radical ideas. Beers and spirits should tell stories about brands, and RadCraft loves a good story. Lean more at radcraftbeer.com.

ABOUT Protect Our Rivers

At Protect Our Rivers™, we believe in the essential role healthy rivers play in all our lives— not only for our natural ecosystem but for our humanity as well. We are a passionate collective of people and supporting organizations that believe in the critical need for river health. We work to have a positive impact on lasting river conservation, through hands-on action, education and access. Learn more at protectourrivers.org. 

Documentary Film BEER! A Love Story To Support Water Conservation As Beer’s Most Important Ingredient

DURANGO, CO— This April, RadCraft is proud to support healthy rivers in partnership with BEER! A Love Story. Now through April 25, RadCraft will donate $1 from each rental of this sensational documentary about craft beer to Protect Our Rivers.

Like rivers, breweries tend to be a source of culture and community. They also consume a great deal of water for which RadCraft makes a point to acknowledge in its philanthropic efforts. RadCraft’s work and our passion is rooted in the elements, one reason we were drawn to filmmaker Friedrich Moser. His close connection with nature shines in BEER! A Love Story, which captures the raw beauty of barley fields in rural Italy, Austrian and Northwest hop farms, and beyond. He ventures across landscapes, cultures, countries, and languages through subtitles in this both realistic and romantic movie. 

BEER! A Love Story debuted earlier this year. This independently funded, 4K full-length feature documentary weaves together the stories of more than 30 international characters who speak the universal language of beer. Rent it here and learn more at beermovie.org. 

Meet protagonists and filmmaker Moser on Earth Day, Thursday April 22 for a live virtual panel and movie preview. Participants at this free event can interact with the cast and view scenes in the film. More information to follow. 

Press Assets Here

BEER! A Love Story Press Contact: Emily Hutto, coop@radcraftbeer.com

Protect Our Rivers Press Contact: Sarah Nelson at sarah@protectourrivers.org

ABOUT RadCraft 

Founded in 2012 by Emily Hutto, RadCraft provides communications support to barley crafters. From breweries and distilleries to maltsters and their affiliates, RadCraft’s partners are makers of thoughtful products and cultivators of radical ideas. Beers and spirits should tell stories about brands, and RadCraft loves a good story. Lean more at radcraftbeer.com.

ABOUT Protect Our Rivers

At Protect Our Rivers™, we believe in the essential role healthy rivers play in all our lives— not only for our natural ecosystem but for our humanity as well. We are a passionate collective of people and supporting organizations that believe in the critical need for river health. We work to have a positive impact on lasting river conservation, through hands-on action, education and access. Learn more at protectourrivers.org. 

Advice From The Trail: Trillium Brewing on Content Marketing

Phil Cassella, photo courtesy Trillium Brewing

It goes without saying that Trillium Brewing are masters of content, among so many other things, who make us salivate on the reg with their scrumptious photography and streamlined messaging. Trillium’s Content Designer Phil Cassella and Marketing Director Mike Dyer are inspired, savvy, and generous with their insight— to say the least— and they gave us the lowdown on creating and executing a successful brewery content strategy. It all comes down to hospitality and patience. 

RadCraft Industry Relief Coloring Book to Support James Beard Foundation Open For Good Campaign

The craft beverage-centric marketing company RadCraft went live today with a downloadable coloring book for which proceeds will support the James Beard Foundation’s Open For Good campaign. 

The RadCraft Industry Relief Coloring Book features the logos of thirteen of the company’s partner malthouses, breweries, and distilleries (listed below) brought to life by Content Coordinator Shelby Martin. These companies, among many others, conceived this fundraising effort through an industry relief Zoom chat that RadCraft hosts monthly to discuss issues facing the beverage community. The group voted on the James Beard Foundation’s Open For Good campaign to receive all proceeds for the coloring book. 

For more than 30 years, the James Beard Foundation has promoted Good Food For Good™ by giving chefs a voice and the tools they need to make the world more sustainable, equitable, and delicious. As a result of the COVID-19 pandemic, the James Beard Foundation launched the Open for Good campaign to ensure that independent restaurants not only survive, but that the industry is able to rebuild stronger than before.

“It’s been an incredibly challenging year for the independent food and beverage industry which employs over 11 million people nationwide.” said Kris Moon, Chief Operating Officer of the James Beard Foundation “After the pandemic hit, the Foundation quickly directed all of our resources to helping the industry to survive this crisis. We are only able to continue that work thanks to the generous contributions of partners such as RadCraft. We are incredibly grateful for their support as we work to keep helping the industry remain Open for Good.”

Open for Good programs provide critical resources to help independent restaurants build the capacity to come back stronger, more equitable, more sustainable, and more resilient. Learn more at jamesbeard.org/openforgood and contact JamesBeard@magrinopr.com with media inquiries about the foundation.

The RadCraft Industry Relief Coloring Book is available for download on Issuu. Those who download and print are encouraged to share their art on social media with the #radcraftindustryrelief hashtag. 

Contact Founder & CEO Emily Hutto at hutto@radcraftbeer.com for a downloadable media copy of the coloring book, or with questions about RadCraft.

Participating RadCraft Partners 

Bonfire Brewing

Boulder Spirits

Deerhammer Distillery

Karl Strauss Brewing Company

Laws Whiskey House

Lone Tree Brewing Company

Murphy & Rude Malting 

Pagosa Brewing

Root Shoot Malting 

Ska Brewing

The Empourium Brewing Company

Thirsty Monk Brewery

Woods Boss Brewing

ABOUT RADCRAFT

Founded in 2012 by Emily Hutto, RadCraft provides communications support to barley crafters. From breweries and distilleries to maltsters and their affiliates, RadCraft’s partners are makers of thoughtful products and cultivators of radical ideas. Beers and spirits should tell stories about brands, and RadCraft loves a good story. Lean more at radcraftbeer.com.

ABOUT THE JAMES BEARD FOUNDATION 

The James Beard Foundation promotes Good Food For Good™. For more than 30 years, the James Beard Foundation has highlighted the centrality of food culture in our daily lives. Through the variety of industry programs that educate and empower leaders in our community, the Foundation has asserted the power of food to drive behavior, culture, and policy change. The organization is committed to giving chefs a voice and the tools they need to make the world more sustainable, equitable, and delicious for everyone. As a result of the COVID-19 pandemic, the James Beard Foundation launched the Open for Good campaign to ensure that independent restaurants not only survive, but that the industry is able to rebuild stronger than before. For more information, subscribe to the digital newsletter Beard Bites and follow @beardfoundation on Facebook, Twitter, Instagram, and TikTok. The James Beard Foundation is a national not-for-profit 501©(3) organization based in New York City.

RadCraft Opens Co-Op Membership Application Early; Offers Free Membership to Barley Crafters Impacted by Coronavirus

Photo by Emily Sierra

Coronavirus really turned our world upside down, and we’ve heard from so many of you that’s the case for you too. We’re here to help, and we can think of no stronger way to show that than to open our doors up to the craft barley community— for business, for support, and for our community across the globe.

Accordingly, we opened up the application period for our communications co-op a month early, we're waiving all annual fees for all breweries, distilleries, and maltsters who apply for the 2020-2021 co-op membership before May 1.

The RadCraft co-op membership is an annual program designed for craft barley crafters with in-house marketing or communications professionals. Membership includes media relations resources like press release publishing and media lists; design services professional photo and video assets; subscriptions to our annual catalogue, vendor directory, and Craft Marketing emails; free tickets & discount pricing to all of RadCraft’s educational offerings, including registration to the annual Craft Social Media workshop; and more. 

Apply for your RadCraft co-op at radcraftbeer.com/jointhecoop. All fees will be waived for applications submitted by Friday, May 1. Applications will be accepted until the end of June. 2020-2021 memberships run July 1, 2020 to June 30, 2021. 

Companies who apply after May 1 can use the promo code COVIDSUCKS for 25% off the cost of annual membership.

For more information about the RadCraft communications co-op, contact Emily Hutto at coop@radcraftbeer.com.

Meet RadCraft at the 2019 Craft Brewers Conference

Don’t forget your brewery stickers for our life-size cooler door at the expo!

RadCraft is joining fellow beer marketing colleagues at the Craft Brewers Conference in Denver, April 8-11. Find us at the Promote The Brew Marketing Resources Lounge  (on the ground floor of the Convention Center next to the Blue Bear). Between the five of us, we're a one-stop hub for all of your craft brewery marketing needs.

Bad Rhino

West Chester, PA
Marty McDonald, Rich DeMatteo, Ashley Owens and Eric Wilkes • Social Media Strategy

Crafting a Brand

Rochester, NY
Glenn Clark • Brand strategy and creative packaging, design and communications

Outshinery

Vancouver, BC
Laurie Millotte from Outshinery • Photography and bottle images

Promote The Brew

Delafield, WI
Scott & Steve Schmidt • Promotional marketing and the Market The Brewpodcast

RadCraft

Colorado
Emily Hutto, Aaron Sprengeler, Chea Franz, and Erin Hamrick • Marketing Communications and Media Relations

Join The Co-Op

RadCraft will launch its application period for 2019-2020 co-op memberships at the Craft Brewers Conference this year!

RadCraft Announces New Content Manager, Aaron Sprengeler

photo by The Brewtography Project

DENVER, CO— RadCraft, a Colorado-based company dedicated to supporting the communications needs of crafters of malted, fermented barley, announced today that its new Content Manager. Aaron Sprengeler joins the executive team after more than a year on staff.

Sprengeler worked as an intern at the Brewers Association and Social Media Coordinator at Dry Dock Brewing Company before joining RadCraft in 2017. He is the company’s first addition to the leadership team since its launch in 2012. “I’m so fortunate to have joined RadCraft in its startup phase,” he says. “I decided to work in this industry for the people (the beverages are a close second). Emily and the team at RadCraft have cultivated a tribe that could only exist in the craft industry, and it is my privilege to spend each day helping to bring out the best of each member through their rich stories.”

“Aaron has proved integral to our overall company marketing strategy, and a sound social media resource for our brewery partners,” says RadCraft Founder and CEO Emily Hutto. “His thorough, wholistic approach to content development keeps us all in check. It’s an honor to welcome him to RadCraft’s executive team.”

Sprengeler dwells in Denver, Colorado with his puppy Maple. He spends as much of his time in Colorado’s mountains as possible, usually climbing its rocks. Contact him at aaron@radcraftbeer.com.

ABOUT RADCRAFT

Founded in 2012 by craft beer journalist Emily Hutto, RadCraft is the craft beer co-op. Dedicated to serving the communications needs of crafters of malted, fermented barley, RadCraft is an agency of record and full-service marketing house for craft breweries, distilleries, and malting companies. Learn more at radcraftbeer.com and join the tribe across social media platforms @radcraftbeer.

Bring Your Brewery Sticker To CBC 2018; Enter To Win Promote The Brew Marketing Resource Lounge Sweepstakes

photo by Colin Bridge

Don’t miss The Promote The Brew Marketing Resource Lounge at this year’s Craft Brewers Conference! Located on the first floor lobby (Lounge 1A) across from the breakout session rooms, this lounge is your one-stop hub for all of your craft brewery marketing needs.

The Promote The Brew Marketing Resource Lounge brings together industry leading resources such as Isaac Arthur and Cody Fague from CODO Design with Hands-on Branding, Emily Huto from RadCraft on Marketing Communications, Amy Oeding from Oeding Consulting to discuss retail merchandising profitably and Scott & Steve Schmidt from Promote The Brew with Promotional Marketing and The Market The Brew Podcast all in one location.

THE BUSINESSES

It's an honor to work with this world bunch of craft marketing colleagues. Click on each logo to learn more. 

THE SWEEPSTAKES

The Promote The Brew Marketing Resource Lounge is excited to raffle off a full suite of our partners’ products and services during this year’s conference. Bring your brewery sticker to stick to our life-sized cooler door for your chance to win this exceptional suite, valued at $3,635.00.

Find us at 2018 Craft Brewers Conference at the Music City Center on the first floor (street level) lobby (Lounge 1A) across from the breakout session rooms. The closest intersection is Korean Veteran's Boulevard and 5th Avenue S.

Stop in with your sticker for a chance to win, and to find out how we can help improve your business.

SEE Y'ALL IN MUSIC CITY!

RadCraft 2017 Year In Review

RadCraft’s partners brewed more than 93,000 BBL of beer, malted 400,000 pounds of barley, and distilled a small but significant volume of American Single Malt whiskey in 2017.

photo by Emily Sierra Photography

Last year our partners employed 1,154 people across the country, and served their world-class beer in five states. They debuted more than 15 packaged products on the market, which included Strange Craft’s 125th anniversary beer for The Brown Palace Hotel and Spa and Deerhammer’s first extension of their flagship product, Port Cask Finish American Single Malt.

RadCraft partners contributed more than $100,000 to charitable efforts throughout the calendar year.

A few of RadCraft’s tribe dug deep into their brands, refreshing and in some cases completely overhauling their label design and beyond. Lone Tree Brewing Co. underwent a complete company rebrand via Anthem Branding in the spring, and later in the year Bonfire Brewing began refreshing their canned beer labels one by one.

Lone Tree Brewing Company was awarded a gold medal for its Mexican Lager and a silver medal for its Hop Zombie IPA at the 2017 Great American Beer Festival® in the American Style Lager or Light Lager category and the Imperial Red Ale category, respectively. RadCraft partners also brought home awards from the San Diego International Beer Festival and the Colorado State Fair, among others.

Strange Craft joined forces with Wit's End Brewing Co. on Denver's first brewery co-tasting room and brewhouse at Strange's location on Zuni Street. Wit’s End Head Brewer Tyler Bies took over as Head Brewer of both brewing operations in December 2017.

Asheville-born Thirsty Monk, brewer of Belgian-Rooted Modern Ales and operator of world-recognized craft beer bars expanded its family of pubs to Denver, Colorado and Portland, Oregon. The Monkification of these locations is underway.

That’s only a snapshot of what our partners are up to. Here are their complete 2017 Year in Reviews.

Barrels & Bottles Brewery

Bonfire Brewing

Deerhammer

Karl Strauss Brewing Co.

Lone Tree Brewing Co.

Station 26 Brewing Co.

Strange Craft Beer Co. / Wit’s End Brewing Co.

Thirsty Monk

RadCraft secured more than 2,000 earned media placements for our partners in 2017. We helped with the launch of a new brewery brand— congratulations to Spice Trade Brewing on all of its successes in year one— and the development of online presence for a company that’s been thriving for more than 13 years— props to The MBM Group, which also hired its first managing partner Anna Nadasdy this year.  

photo by Colin Bridge

In February, RadCraft Founder Emily Hutto launched the #dailystout campaign. Learn more about the effort and its 2018 development here.

In May, Little Shop of Floral made more than 20 bouquets of #GrowlerFlowers using our old growlers for our Moms on Mother’s Day. This was the soft launch of The Growler Flowers Project, a hashtag on Instagram and Twitter. There is so much more to come.

Over the summer we challenged beer-loving photographers to submit their depiction of “Summer Beer” in the Summer Session Photo Contest. The winner, Chris Rand, won our hearts with this photo of Bella and a Mountain Tap Brewery Crowler.

Throughout the year RadCraft had the honor of participating in several educational functions dedicated to professionals in the craft marketing space. If you would like resources from any of these conferences and events, feel free to reach out.

In January, our Founder Emily Hutto gave a presentation at the January Business of Beer event at Comrade Brewing advocating social media as a market research tool.

In March she moderated a panel during Colorado Craft Beer Week that celebrated the community of the breweries along the C-470 Corridor (Keep up the #C470beer hashtag, folks!), and another discussion on best practices for brewpub marketing at the inaugural Beer Marketing & Tourism Conference.

In November she had the opportunity to speak at both the North Carolina Craft Brewers Conference and the Colorado Brewers Summit about best practices for brewery blogging and brewery public relations strategies, respectively. 

Also in 2017, RadCraft was stoked to be included in two podcast episodes, both focused on our favorite topic: craft beer marketing. Thank you to Steve Schmidt at Market the Brew and Ryan Wheaton at Branding Brews for their time and great conversations!

Market The Brew, Episode 030: PR: Authentic Narratives for Unique Breweries

Branding Brews, Episode BB020: Creating a Content Calendar

In December, RadCraft celebrated its 5th anniversary. Read our reflections on five years in business here.

photo by The Brewtography Project

WHAT TO EXPECT IN 2018

We're currently in the throws of Stout Month, using the hashtag #dailystout to document our fundraising efforts for Water For Good. 

We're excited to welcome Ska Brewing to our tribe of radical crafters. Say hello to Ska, everyone! 

We're heading to Nashville for the Craft Brewers Conference in April, where we're collaborating with fellow craft marketing companies— Promote The Brew, CODO Design, and more— as co-expo vendors. Get ready.

We couldn't do what we do without our partners, our collaborators, and our friends in the craft beer community. Raising our glasses to everyone who contributed to a successful 2017 at RadCraft. Cheers to 2018! 

RadCraft Reflects on 5 Rad Years in Business

Photo by The Brewtography Project

Good things come in fives— like human senses, and arms on a starfish. And the number of years that we've been in business helping fermented malted barley crafters tell stories about their brands. Rarely, though, do we tell stories about our own brand. In observance of the cooperative's fifth anniversary, RadCraft's founder Emily Hutto reflects on the company's evolution. 

Advice from the Trail: David Wright on Brewery Event Planning

RadCraft is excited to announce our RadCrafter series! Each volume of Craft Marketing showcases a Featured Crafter— a craft marketing professional who is crafting content, telling stories, and curating resources about the beer industry. RadCrafters are helping to shape and share the culture that is craft beer. 

First up is our dear friend and first-ever RadCraft employee David Wright. He’s passionate about beer, specifically beer that’s inspired by the outdoors. He’s also an event planner extraordinaire and a master herder of brewer cats. David has worked at RadCraft, Epic Brewing, Great Divide Brewing Co., and now Scratch Brewing Company.

David has also worked as the Colorado Director and Development Manager of the Beers Made By Walking program that invites brewers to go on nature hikes and urban walks, and make new beers inspired by edible plants.

It should be noted that when we caught up with David at Scratch Brewing Co., he was sipping Denver's incredible Corvus Coffee and rocking a t-shirt from our friends Fonta Flora Brewery in Morganton, North Carolina. Thanks for supporting other great crafters, David!